Lucky – e – e – e – e you’re with enterprise 2.0!

We are all familiar with the catch song – lucky-e-e-e your with AAMI. They are an insurance giant worth millions and millions of dollars. Last night I caught their latest advertising campaign on TV – I rarely watch TV – but lethal weapon was on so I made an exception ūüôā It was for the new “Claim Assist” mobile app:

"AAMI Claim assist)

Anyway, the scenario in the new advertisement:

Two women driving along having a¬†conversation,¬† it’s quite in depth so you are concentrating on that more than anything else. Out of nowhere they have a crash that isn’t their fault. They’re not hurt but there is damage to the car, do they freak out? No… Do they panic at all? No… They simply continue their conversation while stepping out of the car, one of them whips out her smart phone and captures the incident with AAMI’s latest app “claim assist”.

The innovative app encourages customers to take instant photos of the scene and submit it straight to AAMI with the click of a button, where it is time stamped and cataloged for future reference.

I think this is an extremely smart move, and an excellent example of enterprise 2.0 being utilized in a correct way. In a way that signals the implementing organisation is aware that enterprise 2.0 benefits are often cascading and appear later down the track.

AAMI are empowering themselves. They are giving themselves instant, up to the second, evidence of an accident scene that could potentially cost them money, they are instantly reacting through harnessing the power of enterprise 2.0

Can you even begin to imagine how much money this is going to save them?

It will reduce the possibility for:

* Dodgy accident reports

* Drivers later changing their minds after making an admission at the scene.

* Peoples account of the circumstances being different.

This would equate to huge savings for payouts that were probably only ever pay outs because of stories told by people, and possibly in some cases fabricated by people.

It is also evident that AAMI are smart enough to have realized that this is the case. Therefore, they are willing to invest the money for an application that can provide them immediate photographic accident evidence, an up to the second rock solid reliable witness. AAMI can then make judgments considering this first hand evidence in addition to the usual procedure.

Whatever ROI calculation (I blogged about ROI¬†here) AAMI utilise to analyse¬†this¬†has indicated¬†that¬†an advertising campaign on TV to promote¬†this¬†product was also worth the investment. Which, is exactly where I first saw the concept of the “claim assist” app.

The advertisement portrayed characters that displayed absolutely no stress upon having an accident. Everything was finalised and taken care of as soon as they took the snap on the AAMI app. They were not worried and displayed zero stress and zero discomfort.

The flip side? I would say that AAMI are going to be a lot less public in announcing that this will most likely enable them to be a lot more cut throat with accident claims they pay out on. So, your version of the story does not fit with the photographic evidence you submitted?? – bad luck.

AAMI are smart enough to see the coin on both sides, have done the math, and have worked out that in the long run it will benefit them hugely, and more than deliver on initial investment. The genius is in the way they market the app to their customers. They are able to sell it as a benefit and a convenience, as a free service, a perk of being with AAMI.

A fantastic example

Clearly, AAMI realise that the way enterprise 2.0 is implemented is everything, whether or not it is successful is so often in the way it is first introduced to its target market.

This is flawless enterprise 2.0 implementation by AAMI. Flawless research, quick, and to the point. They knew what they were looking for and knew what to implement to get it.

Companies need to adopt this attitude regarding enterprise 2.0¬†implementation¬†globally to truly¬†realize¬†and harness it’s potential.

I believe this is only a matter of time, and a greater number of companies like AAMI publicly acknowledging (proof is in the doing) returns from enterprise 2.0 can be cascading and take time to appear as merely part of  the ROI consideration, is going to help cement the way for others.

Do you think the claim assist app is a good idea? Can you see it from both perspectives?

These references were excellent:

http://www.thinktv.com.au/media/Case_Studies/AAMI_Case_Study.pdf

http://www.campaignbrief.com/2011/11/version10-starthtml0000000149-85.html

http://www.aami.com.au/sites/default/files/fm/news/TvCampaignAcknowledgesOurRealHeroes.pdf

Wiki wiki – The power of “super fast” information

Have any of you been to the Brisbane Airport lately? It is a hive of hustle and bustle, like any other airport in a  major city. People are focused solely on their next move and achieving it as soon as is humanly possible.`

What next move?  Well for a start:

  • Connecting flights
  • Car hire
  • Shuttle bus, that is supposed to be running on time
  • Limo driver that should be waiting as you exit
  • Air train that should be running on time

I have been to the Brisbane Airport recently and it is a *big place*. It strikes me that in order to ascertain information on any of the above examples you have to move to multiple places, see multiple people, and often wait in long, long lines for a long, long time.

In 2012 is this really good enough? Shouldn’t this information be available at our fingertips? I discussed most of us being armed to the teeth with technology in my last blog. Can’t we utilise this plethora of tech to¬†minimize¬†aching feat, headaches and frustration?¬†Yeah, I think we can.

Enter the wiki.

The term “wiki” comes from the Hawaiian phrase, “wiki wiki,” which means “super fast.”¬†That’s right, super fast, as in now, as in at your finger tips. Want to make¬†commuters¬†1000 times happier? Make it easy for them to get the information they want, when they want it, with very little effort. How? Let everyone contribute, let the wiki evolve, let everyone concerned be a part of it.

Enter an airport specific wiki.

Imagine, you step off the plane, pull out your tablet and instantly know where you are going. Oh, Avis has actually run out of Rental cars? Ok, no problem, you head over to Hertz instead. Your connecting flight has been delayed? You head directly to the Qantas club for a well earned rest. The shuttle bus has broken down? But what about your connecting flight?! The worry dissipates as you finish reading the sentence explaining that the airport has booked cabs for affected commuters to get to the international terminal on time. That it is simply a matter of showing your boarding pass to the cab drivers in region A.

Knowledge is power, and happy commuters are commuters that feel empowered, not commuters that are stumbling around in an unfamiliar abyss trying to find their bearings.

The challenge?

The above information could be available on any tablet or smartphone with different clickable areas, completely free of charge by utilizing airport wi-fi. However, what if the information is not up to date? What if the information is inaccurate? Could this be worse than not having it at all? Most certainly, absolutely, unquestionably yes. Then you would have this sort of situation, which is in this day and age, for a respectable enterprise, simply not an option Рnot if you want to retain users.

So, they are going to need to do it right, the first time. If Brisbane Airport considered the benefits a wiki like this could provide there would be ample motivation to keep it up-to-the-second accurate.

The benefits:

  • Far less ‘information’¬†personnel required to be wandering the airport
  • People would be more likely¬†to spend money at the airport because they would be in¬†better moods¬†because they feel¬†empowered.
  • It’s free advertising – providing this information electronically means room for well placed, tasteful¬†advertisements¬†or ‘deals’ for consumers.
  • Airports could charge their many subsidiaries to place ads that would attract custom within the wiki
  • Running like clockwork – less confusion, less delays, faster movement? Could this open the door to more flights being available? The airport would effectively be streamlining its operation.

The balancing act

This is one of those ideas that is going to be either ultra successful, or fail miserably depending on the way the implementation strategy is handled. In the beginning, it should be all for the consumers (customers), information just because Brisbane Airport cares. 

The National Federation of Independent Business warns that if you push too soon for gains that will eventually come from introducing new innovation the following occurs:

  • You start choosing quantity over quality
  • Your clients (commuters) feel¬†undeserved
  • Your vendors and partners feel overwhelmed and under appreciated

Balance, Balance, Balance!

Make the change first because it is a good idea that will actually benefit commuters. Realise benefits will come in time, and appreciate as with most social media these benefits can be cascading and take time to emerge as discussed in my previous blog about enterprise 2.0 ROI.

So, tell me readers… would you¬†appreciate¬†a wiki like this being available? How long do you think something like this would have to be¬†successfully¬†operational before¬†advertisements¬†or special offers could be introduced?

I look forward to your comments!

Enterprise 2.0 on the move: Cultivating Innovation

The Brisbane airport is a hive of web 2.0 potential. You have untold numbers of commuters armed to the teeth with the latest technology sitting there through all hours of the day and night with little to do, except wait, wait, and wait some more. A paradigm shift… What if there was a way that these commuters could be rewarded for having fun and being productive at the same time?

Enter enterprise 2.0

Evan Futterman explains that ‚ÄúTrends and development in airport design is big business‚Ä̬†

Consider this:

Who guides these trends that lead to developments?

How do we discover what people want to see introduced in airports?

Can you get direct and honest input from users of a service without spending a fortune?

How about providing commuters with a sense of ownership?

What about creating a space where the airport community can contribute as one entity, even if only for a very brief period of time?

What if there was an airport space that could only be accessed via the airport wi-fi, for people at the airport, in the airport, and those people only.

 

 

 

 

 

 

 

 

 

 

Enter ‚ÄúOur Airport”

 

‚ÄúOur Airport‚Ä̬†could be a blogging style environment where users are able to login, create profiles, comment on the posts of others, and write posts themselves. On return visits to the airport commuters could login to the same profile and build on their airport identities. Frequent travellers would love this, especially people who have to travel interestate weekly for work.

What about motivation to participate?

Status Points: Users would have a chance to earn status points by contributing to the airport environment in a constructive way, This would encourage users to blog quality only as a set number of status points are awarded per post (between 1 and 100) depending on level of insight and quality identified by airport moderators.

User Comfort:¬†Free lunches, drinks, lollies and admission to massage chairs are given away every half hour, on the half hour to a logged in ‚ÄúOur Aiport‚ÄĚ user. This is totally random, so even if users feel that they don’t have anything of quality to contribute; reading the posts of others and just immersing themselves in the environment is enough.

Quality Control:¬†Users are given their ‚ÄúOur Airport‚ÄĚ login and ID from their work place at the airport or the check in counter in¬†their own names.¬†While this would assist in deterring unsavoury behaviour ‚ÄúOur Aiport‚Äô moderators have the final say as they approve or decline comments before they are made public. Not to do so is just too much of a risk in an airport environment¬†(bomb scare anyone?)

You cannot expect people to participate with quality unless they are acknowledged for their time and effort. Status points should equate into real prizes, prizes that people want and not knock off rubbish that airlines want to get rid of. 100 status points should earn something decent, like a free domestic flight, and for a brilliant blog post 100  points are available in one hit, that is motivation.

Keeping it real ‚Äď People are time poor.¬†¬†

I think it’s time that big business realises that people sitting around bored in their own airport are the same people that market research companies recruit on their behalf, and charge them big bucks for. In 2012 people do not have time to treck across town to answer questions for 3 hours for $60 dollars and a drink voucher. Through utilising enterprise 2.0, organisations are able to gather quality feedback from people in a perfect and convenient position to offer it in an almost undirected raw fashion, pure honesty, with minimal bother. Yes, in the above instance the airport would have to pay moderators, but that expense compared with traditional market research? It’s minimal at most.

Enterprise 2.0 is about right place, right time, right audience and right motivation.

 

Do you think a scenario like the one above could cultivate quality ideas and innovation? Leave me a comment and let me know what you think of the “Our Airport” concept.

Enterprise 2.0 – An ROI paradigm shift.

I love metaphors, they single handedly enable people to view a concept from exactly the same perspective, even if only for a brief second. So allow me if you will…
Imagine that you are building a house and that you are discussing the design plans with the builder. You are both on the same page and are going over some of the detail when he asks you about the style of doors. He does not ask you if you want doors, but what style of door. You do not hesitate, you respond. You explain that you are going for an industrial feel so you want lots of metal framing and glass, and you discuss roughly the number of doors but agree that the size of the house and number of rooms really dictates what is right.

Enterprise 2.0 is like doors in a house ‚Äď necessary‚Ķ period, but customisable depending on what you want to achieve.

What is the ROI on a front door in a house? Well‚Ķ You will be able to enter and exit for a start… ¬†My point? To measure ROI in a traditional sense you need to have a $ value for exactly what it is you have gained from an investment.

You can tailor the size and feel around your organization, you can pick the tools you wish to utilize based on the type of interaction you want to achieve, but an ROI on enterprise 2.0? A calculation where you can plug in numbers? Hmmmm…

Blendtech made an investment in enterprise 2.0 and experienced a 700% increase in sales. This was as a direct result of a youtube video campaign that I discuss in my previous blog. How do we know this massive growth was a result of web 2.0 and only web 2.0? Because it was the only factor in the equation that changed. This situation lends itself to a traditional ROI calculation, little money out, lots of money in, clearly measurable $ value gain.

What about completely new territory?

‚ÄĘ Knowledge Retention
‚ÄĘ Reputation
‚ÄĘ Trust
‚ÄĘ Recognition
‚ÄĘ Empowerment

The above rarely have a $ value that translates directly. What if your organisation doesn’t increase sales by 700% but the number of disgruntled customers reduces by 30%? What if revenue stays the same but your employees take less sick days? What if your customers report feeling more connected to your product?

Legitimately calculating ROI for enterprise 2.0

Establish exactly what value means, first. I like this diagram from ZDNet, it demonstrates that much of the value gained from web 2.0 is gained as a cascading and indirect effect of its introduction.

Therefore, it is extremely hard to measure, traditionally anyway. The organisations who have got it right, take for example Accenture, Coca-Cola, IBM, even blendtech, have not been afraid to think outside the square, and establish what value is to them, specifically. 

This is why you so often see enterprise 2.0 ROI loosely addressed as a list of statistics rather than the result of a calculation as per Charles’s blog, who discussed Accenture.

To effectively calculate ROI for enterprise 2.0 endeavours:

  • Decide what value is to your organisation¬†in terms of web 2.0, what do more “likes” mean? What do more employee “profiles” say about how connected an employee feels?
  • Introduce appropriate metrics to capture this information and change of state as it occurs (you would not measure a quarter mile time in years, would you?)
  • Keep your finger on the pulse, monitor the positive changes, monitor anything that is negative also.
  • Keep in mind that cascading changes take time
  • Accept that some of the metrics you use are going to be¬†new because enterprise 2.0 is a¬†new technology and part of a paradigm shift.

Organisations are then able to monitor the state of their businesses taking all aspects of enterprise 2.0 into consideration. All areas  influenced by web 2.0 should be monitored. Then, and only then, after monitoring, reviewing and cultivating web 2.0 into something effective are they able to talk about the positive impact it has had.

Enterprise 2.0 is still very much in it’s infancy stage and this is largely why it is so hard to measure, what works really well for one company may totally back fire for another,and this has not traditionally been the case. I have no doubt that the future will reveal a standard ROI calculation for web 2.0, or at least for different aspects of its¬†implementation¬†but for now organisations need to keep their fingers on the pulse and¬†concentrate on what works for¬†them.¬†

Do you think a global enterprise 2.0 ROI calculation is possible?

References:

http://www.investopedia.com/terms/r/returnoninvestment.asp#axzz25ydgc2ml

http://www.zdnet.com/blog/hinchcliffe/determining-the-roi-of-enterprise-2-0/334

http://blog.socialcast.com/e2sday-how-to-calculate-the-roi-of-enterprise-2-0/

http://www.cloudave.com/631/maslow-s-hierarchy-of-enterprise-2-0-roi/

http://www.jmorganmarketing.com/roi-enterprise-2-0-value-intangible-assets/