In our days, everybody is talking about the “art of storytelling”. Sites like Burberry’s for instance, not only try to tell a personalized story to the visitor but also aim to make the time spent with them on-line better, fancier. At the same time, all the brands work really hard to create an interesting story to tell, a story appealing to people, something able to attract their interest, to incite them spend money, to engage them even more with their values, cultivate brand loyalty and of course to increase the probability of their purchasing at least an item/something.
But while it is obvious that we try to tell our story, and we do (as brands or as people addressing others) everything to achieve that, it seems that we are completely unprepared to hear the stories consumers have to say. We master the art of storytelling at the expense of the art of listening — or so it seems — and this is a big a mistake. Moreover, we fight and we spend tons of money trying to get the best place on the most personal element of peoples’ life; their mobile phone. We push, we speak, we tell the story, but we don’t listen, we don’t know what to measure and why. As I said in my previous post, mobile is not just another channel, another media thing. Mobile is all about understanding and listening to what people have to say, share, where people are and why they are where they are.
Therefore in order to measure mobile we need to start working to understand the five “W”s. If we manage to understand the five “W”s, then we might be able to chart and translate peoples’ journey and behavior.
Location was never more important than in our days. Places where people spend time, share files, post pictures, comment on something, ask for advice, for help or tips. Location becomes even more crucial as it can become an effective tool to understand the route the people whom we want to address/target, follow, repeat, spend time.
Steve Jobs back in 2005, during his commencement speech at Stanford University said that we can connect dots only when we look backwards and understand how things and our actions lead to specific results and outcomes. The same is true with mobile! We can connect the dots and understand who our customer is (on mobile ) only when we look backwards. This means that only when we understand the story he has to say, the way he unfolds things and details about his personal choices, flavors, ways he spends his money, how and where he socializes and the most important what triggers his curiosity for new things and experience, can we understand what type of consumer he is . In other words, mobile CRM and insights become the strongest and most necessary foundation/element to chart the behavior of our people.
But our mobile people are not alone, they don’t share things only for their eyes or to satisfy their egos. People become social personas who love not only to attract attention but also to trigger conversations. By understanding how a conversation can be sparkled or started we can not only participate but also measure our ability to interact with them, add value to their daily life.
4. What and Why
What people talk about it and why they are talking about it on a specific location and with whom is the next big thing we not only have to measure but also to track. Because this can be the key in building the profile of the person to whom we wish to not only tell our corporate story but also to make time and listen to theirs, understand it and respond with something they can really appreciate. Something able to add value to their lives.
This is what really matters. What people say and what people do. Not only how our story can reach more people, but how peoples’ stories can be heard by us and all these experiences transformed into a product able to offer them what they need at the place and the moment they need it.