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Watson Customer Engagement
@JeremyWaite
Evangelist @IBM
Why Don’t People
Fall In Love With
Brands Anymore?
2/14/171
Watson Customer Engagement 2/14/172
Watson Customer Engagement
Watson Customer Engagement
Watson Customer Engagement
Watson Customer Engagement
MARKETING“
IS A CONTEST FOR PEOPLES
”
SETHGODIN
* If you wait until there’s a case study in your industry you waited too long”.
ATTENTION.
Watson Customer Engagement
Watson Customer Engagement
MILLENNIALS
If Digital Media Were US TV Programs…
FACEBOOK
158th
YOUTUBE
354th
INSTAGRAM
1,420th
SNAP
2,331st
27th 49th 275th 563rd
Watson Customer Engagement
Watson Customer Engagement 2/14/17
Watson Customer Engagement 2/14/17
Watson Customer Engagement
HORSE.
“EVERYONE SAYS SOCIAL MEDIA
”
@JAYBAER
UNICORN
IS SOME KIND OF
BUT MAYBE IT’S JUST A
Watson Customer Engagement
Watson Customer Engagement 2/14/1714
Watson Customer Engagement 2/14/17
Watson Customer Engagement
77% OF PEOPLE DON’T WANTA
RELATIONSHIP
“
WITH A BRAND.”
Watson Customer Engagement
MARKETING
“
IS NO LONGER ABOUT THE STUFF
”
SETHGODIN
STORIES
YOU MAKE BUT THE
YOU TELL.
Watson Customer Engagement
Image by @JeremyWaite | OriginaL Conceptby Bloomberg Businessweek@BW | Brand Data:@Interbrand (October 2016)
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Best Global Brands 2000 - 2016
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
Food, Drink & Tobacco Technology andElectronics Business Services& Diversified Automotive Media and Telecoms| | | |
COCA-COLA
MICROSOFT
IBM
INTEL
NOKIA
GE
FORD
DISNEY
McDONALD’S
AT&T
2016
Watson Customer Engagement
ENGAGING“
WITH YOUR FANS
”
@MITCHJOEL
COMMUNITYARE TWO TOTALLY
AND BUILDING A
DIFFERENT THINGS.
Watson Customer Engagement 2/14/1720
Watson Customer Engagement
“THE DIFFERENCE BETWEEN A
”
@CHRISBROGAN
COMMUNITYAND AN
IS WHICH WAY THE
CHAIRS ARE FACING.
AUDIENCE
Watson Customer Engagement IBM Cognitive Engagement:Watson Marketing |Watson Commerce | Watson Supply Chain22
• INCLUSIVITY & COMMITMENT: Members
accept and embrace each other, celebrating their
individuality and transcending their differences.
• REALISM: Members bring together multiple
perspectives to better understand the whole
context of the situation.
• CONTEMPLATION: Members examine
themselves. They are individually and collectively
self-aware of the world outside themselves.
• A SAFE PLACE: Members allow others to share
their vulnerability, heal themselves, and express
who they truly are.
• A LAB FOR PERSONAL DISARMAMENT:
Members experientially discover the rules for
peacemaking and embrace its virtues. They feel
and express compassion and respect for each
other as fellow human beings.
• FIGHT GRACEFULLY: Members resolve
conflicts with wisdom and grace. They listen,
understand and respect each other.
• A GROUP OF LEADERS: Members harness the
"flow of leadership" to make decisions and set a
course of action.
• SPIRIT: The true spirit of community is the spirit
of peace, love, wisdom and power.
CHARACTERISTICS OF A TRUE COMMUNITY
~ M. Scott Peck ~
Watson Customer Engagement
Watson Customer Engagement IBM Cognitive Engagement:Watson Marketing |Watson Commerce | Watson Supply Chain24
Knorr created a Flavor
Profiler in partnership with
IBM that identifies your
flavor profile and serves up
recipes
Research among 12,000 people
in 12 countries, found that 78%
of people are more likely to be
attracted to someone who
enjoys the same flavors.
Unilever updated it’s
biggest brand Knorr that is
sold in 87 countries with a
global campaign that asks
whether flavor can help
you find love
Opportunity Approach Results
Can Flavor Help You Find Love?
myflavour.knorr.com
Watson Customer Engagement 2/14/1725
Watson Customer Engagement 2/14/1726
Watson Customer Engagement 2/14/17
Watson Customer Engagement 2/14/1728
@JeremyWaite
Jeremy.Waite@UK.IBM.com
Thank
You.

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