11
Stone	
  Mantel	
  presents	
  the	
  2014	
  Digital	
  Consumer	
  
Collabora9ve	
  &	
  Summer	
  Camp	
  
All	
  ma...
22
IN 2013, TEN COMPANIES JOINED TOGETHER TO GO DEEP ON
DIGITAL CONSUMERS
Watching Comcast
on demand
AND
Tex9ng	
  on	
  m...
33
JOIN US IN 2014
Summer Camp is NOT a conference.
July 17-18 in Boulder, Colorado
Summer Camp is the only place you
can ...
44
SUMMER CAMP DETAILS
WHAT’S INVOLVED? WHAT’S INVOLVED
INVITED GUESTS
20	
  
minutes	
  	
  	
  	
  
Before you arrive we...
55
Itinerary
Pre Work
•  Participate in a 20 minute interview
•  Get signed up for Basecamp project
July 16
Afternoon
•  A...
66
MAKE YOUR DIGITAL CONSUMER HAPPY
FUNCTIONAL EMOTIONAL SOCIAL ASPIRATIONAL
Help me accomplish
a task
Help me feel deeply...
77
THE 2014 DIGITAL CONSUMER COLLABORATIVE
The DCC conducts primary
research and co-creation for
forward-thinking customer...
88
SOME FAQs
Have you done this before?
Yes, for the past eight years we
ran the Deluxe Collaborative.
Have you studied di...
99
OUR 2013 RESEARCH QUESTIONS
1.	
  Push	
  our	
  understanding	
  of	
  what	
  the	
  digital	
  consumer	
  will	
  w...
1010
GET RELEASES OF THE DCC GENERAL FINDINGS
2424The$DCC$©$Copyright$Stone$Mantel$2013$
QUEUEING IS THE THOUGHT-TO-TASK I...
1111
EXAMPLES OF COLLABORATIVE OUTPUTS
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
8
Our journey
TOPIC A...
1212
A BIG INITIATIVE WHERE TEAMWORK MAKES THE DIFFERENCE
WHAT	
  IS	
  REQUIRED?	
   WHAT	
  ARE	
  THE	
  OUTCOMES?	
  
...
1313
Charter	
  our	
  path	
  
Review	
  secondary	
  
research	
  
Conduct	
  Preliminary	
  
Ethnographic	
  study	
  
...
1414
Design	
  Round	
  2	
  
Ethnographic	
  Study	
  
Members	
  conduct	
  
Round	
  2	
  field	
  study	
  in	
  
their...
1515
Recruit	
  
consumers	
  
In-­‐person	
  
collabora9ve	
  
mee9ng	
  to	
  
conduct	
  framing	
  
sessions	
  with	
...
1616
Prepare	
  final	
  report	
  
version	
  1	
  
In-­‐person	
  collabora9ve	
  
mee9ng	
  to	
  review	
  	
  all	
  
...
1717
WHERE WE PLAY
DELOITTE
Consulting Group
JOE PINE
CLAYTON CHRISTENSEN
DAVE NORTON
Original thought leadership
Framewor...
1818
Stone Mantel
is the very best at
producing value from
experiences
1919
gostonemantel.com
THANK YOU
davenorton@gostonemantel.com
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Know Your Digital Consumer :: Summer Camp 2014 and The 2014 Digital Consumer Collaborative

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We invite you to come to participate in Summer Camp and The Digital Consumer Collaborative. Summer Camp is for any marketing leader, researcher, or strategist who wants to learn how to make better strategic decisions when thinking about digital. The Digital Consumer Collaborative is primary research, done collaboratively and focused on digital consumers. You will participate in deep ethnographic, co-creation, and quantitative using the Mantel Method

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Know Your Digital Consumer :: Summer Camp 2014 and The 2014 Digital Consumer Collaborative

  1. 1. 11 Stone  Mantel  presents  the  2014  Digital  Consumer   Collabora9ve  &  Summer  Camp   All  material  in  this  presenta9on  is  copyrighted.  Do  not  share.       Gamer Shopper Traveler Big Aspirations Traveler Shopper   Gamer KNOW  YOUR  DIGITAL   CONSUMER,  MAKE  GREAT   STRATEGIC  DECISIONS   Shopper
  2. 2. 22 IN 2013, TEN COMPANIES JOINED TOGETHER TO GO DEEP ON DIGITAL CONSUMERS Watching Comcast on demand AND Tex9ng  on  my   phone   THEN I’M WHEN I’M Watching my favorite show, and talking about them with friends. I am relaxed and having fun. CARLY   AND Using  Nike  +   THEN I’M Confident and motivated for my workout. Listening to music on Pandora “I felt as though I'm going on all these different directions trying to do everything.” Holly A Shopper Together,  we’ve  spent  hundreds  of  hours   observing  and  interviewing  consumers  as   think  about  work,  shopping,  travel,  their   goals  and  entertainment.    
  3. 3. 33 JOIN US IN 2014 Summer Camp is NOT a conference. July 17-18 in Boulder, Colorado Summer Camp is the only place you can go and actually learn and practice decision-making skills to guide your company’s digital consumer strategic plan. •  Consumer behavior •  Strategic framework use •  Case study format Charter the next DCC agenda Stretch your team (And bring your family) Primary research, done collaboratively Chartering for the Digital Consumer Collaborative starts in June. The first meeting is in October. Join together with 10-15 companies as we charter and collaborate a national study and go deep into consumers lives. •  Digital Ethnographic, Co-creation, and Quantitative •  Work with a Network
  4. 4. 44 SUMMER CAMP DETAILS WHAT’S INVOLVED? WHAT’S INVOLVED INVITED GUESTS 20   minutes         Before you arrive we conduct a 20 minute interview to identify your goals and objectives. We then customize a plan for you. Day  1   Workout Day. An intensive program designed specifically for your goals and objectives. Day  2   Taking Action. You are given a team challenge that will directly impact you in the next two years. Then we work with you to solve the challenge. And there’s lots of fun in-between. •  Case studies, frameworks, and data that will guide your thinking •  Insights from the general findings and of the 2013 Digital Consumer Collaborative. •  A Basecamp membership where you will have access to all content and be able to connect with your colleagues. •  One-on-one time with our strategic leads to help you progress your marketing or innovation plans. Participation is kept to 30 members. However, we encourage you to bring family and friends. There are lots of things for them to do too. 1 seat is $1,600. Travel & Lodging not included. Please call for a small group rate. A special hotel rate is available. A  strategic  thinker’s  training  ground  for  going  a3er  the  digital  consumer     Summer Camp Director Jaclyn DuPont jaclyndupont@gostonemantel.com
  5. 5. 55 Itinerary Pre Work •  Participate in a 20 minute interview •  Get signed up for Basecamp project July 16 Afternoon •  Arrive at St. Julien Hotel, Boulder (contact us for special rate) •  Registration and evening social •  Meet your team July 17 Morning •  Breakfast with 2013 DCC Members •  Morning pre-planned program for your team Afternoon •  Case study work •  Frameworks Evening •  Friends and Family Dinner July 18 Morning •  Application and challenge work •  Review of additional research on consumer behavior Afternoon •  Optional 1 to 1 time St Julien Hotel & Spa, Boulder, CO
  6. 6. 66 MAKE YOUR DIGITAL CONSUMER HAPPY FUNCTIONAL EMOTIONAL SOCIAL ASPIRATIONAL Help me accomplish a task Help me feel deeply about a moment Help me relate to others Help me change something important UTILITARIAN PERCEPTIVE ALTRUSTIC TRANSFORMATIVE Consumer’s hire companies to get jobs done for them and to make them happy. One of the first things you’ll learn is how to apply functional, emotional, social, and aspirational customer journey frameworks to digital experiences and increase consumer happiness. Then we start to go deep. Helps improve the self/org through goal attainment and epiphany Helps the individual connect with and help others Helps the individual/org think/ feel positive emotions Maximizes pleasure from a staged experience Job Definition Happiness Definition
  7. 7. 77 THE 2014 DIGITAL CONSUMER COLLABORATIVE The DCC conducts primary research and co-creation for forward-thinking customer experience strategists, done collaboratively. Launched in Sept 2013 Finishes in Sept 2014 •  10 companies •  100s of hours of field work •  Discovering new jobs to do •  Defining new strategies and profiles •  Demonstrating the value produced •  Act within organizations to execute THE  2013  DIGITAL  CONSUMER  COLLABORATIVE   In 2013, Stone Mantel launched the Digital Consumer Collaborative, a network of leading marketing strategists from advertising, retail, banking, travel, and office US based companies.
  8. 8. 88 SOME FAQs Have you done this before? Yes, for the past eight years we ran the Deluxe Collaborative. Have you studied digital consumption before? Yes, this year’s work builds on work we started in 2013. We’ve been studying digital for years. What’s the level of commitment required? When we are together (4 times), it will be intense most of the time. A bit like a fire hose. Otherwise there are a 7 virtual meetings and 3 homework assignments over a year’s time. Not too stressful. Do I have to be a researcher? No. We will teach you the Mantel Method. You will be, when you are done. Do we share our internal research or IP with the Collab? No. We do not ask you for lists, background research, or strategy. Is this a commissioned study? No. The Collaborative is designed as a learning process that you join. You are not commissioning the study. You are learning from the process of participating in the Collaborative. Will we have access to all findings? Yes. All findings are shared. General findings you can share outside your company. Specific findings you can only share within your company or with other Collab members. Do you already know the answers to the research Qs? No. We are studying everything we can on the topics. But there will be a series of breakthroughs that occur that will yield new-to- the-world insights. You will experience a paradigm shift with us. Will our organizations be able to benefit from the insights? Yes, if you bring them along. We have built in takeaways for you to share. There is a key meeting and homework assignment that is designed to help your org benefit. Don’t just show them the final result. Does every one benefit who participates? Yes. Our track record for getting Collab members promoted is excellent. We are just as anxious as you to find insights. We all become better from the process.
  9. 9. 99 OUR 2013 RESEARCH QUESTIONS 1.  Push  our  understanding  of  what  the  digital  consumer  will  want  from   mobile  experiences  in  the  next  three  years.     2.  Find  new  ‘jobs-­‐to-­‐get-­‐done’  in  the  digital  environment  that  increase   customers’  likelihood  to  spend  more  9me  with  a  business  or  brand.   3.  Iden9fy  strategies  and  tac5cs  to  make  businesses  more  effec9ve  in   crea9ng  value  from  the  delivery  of  their  experience  to  customers   through  digital  technologies.   4.  Discover  new  ways  of  profiling  target  audiences  based  on  digital   usage.   5.  Develop  techniques  that  aid  in  helping  customers  feel  more   comfortable  in  sharing  data  with  companies  in  the  right  way  and  at  the   right  9me.     6.  Develop  language,  tools,  and  principles  for  understanding  how   consumers  behave  in  an  increasingly  mobile  environment.  
  10. 10. 1010 GET RELEASES OF THE DCC GENERAL FINDINGS 2424The$DCC$©$Copyright$Stone$Mantel$2013$ QUEUEING IS THE THOUGHT-TO-TASK INTERFACE Queueing$empowers$the$consumer$to$accomplish$more$tasks$at$the$same$?me$ and$turns$the$topic$into$an$ongoing,$recurring$event$that$progresses$over$?me.$$5.$$ 1515The$DCC$©$Copyright$Stone$Mantel$2013$ THE DEFINITION OF A DIGITAL CONSUMER At$his$or$her$core,$the$Digital$Consumer$is$a$ person$who$wants$to$do$more.$$ $ Digital$technology$eliminates$or$reduce$the$gap$ between$thinking$about$something$and$geCng$ the$job$done.$When$that$gap$is$closed,$the$ consumer$desires$to$do$more$things$at$once.$$ $ Three$aFributes$of$how$the$consumer$interacts$ with$digital$to$accomplish$more$are:$ $$ Topics$$$$|$$$$$Tasks$$$$$|$$$Queueing$ 1818The$DCC$©$Copyright$Stone$Mantel$2013$ THE DEFINITION OF A DIGITAL CONSUMER The$more$empowered$people$are$to$ accomplish$more$in$a$short$period$of$ >me,$the$more$people$meander.$They$ move$from$thought$to$task$to$thought$to$ another$thought.$$$ $ Digital$doesn’t$meander.$ $ To$facilitate$the$interac>on$between$ digital$tools$and$thought,$people$and$ their$devices$queue.$$$ Thought$ Job$ There are two types of insights from the DCC: general and specific. Your company must be a member of the Collaborative to gain access to the specific insights. General insights are shared through conferences, web seminars, white papers, and workshops. To see some of the insights coming out of the DCC go to our web site. goStoneMantel.com
  11. 11. 1111 EXAMPLES OF COLLABORATIVE OUTPUTS ©2012 Deluxe Enterprise Operations, Inc. All rights reserved. 8 Our journey TOPIC AREA Retailing Profitable Solutions by 2015 FIRST GAP Retailing vs. Banking JOB TO GET DONE Knowhow FIRST ROUND CREATING DEMAND Knowhow FormulasCONCEPTS Framing SessionFUTURE STATE OF RETAIL Make it Your Own BY 2015 Mobility + Knowhow PROOF OF CONCEPT First Indicators ©2012 Deluxe Enterprise Operations, Inc. All rights reserved. By 2015: Visualization 25 Visualization, as it is currently being developed, is after the fact, descriptive of the things that have happened in the past. Mobility, and the expectations associated with mobility, change customer expectations. The appification of tasks and the ‘in the moment’ use of data, causes the consumer to assume that the brands that they work with and share their data with (and banking transactions is data) can anticipate their needs and provide helpful solutions that allow them to move forward. (A detailed review of PFMs is provided in the appendix.) Visualization will be only one, limited, portion of where mobility banking and Personal Financial Management (PFM) tools are headed. ©2012 Deluxe Enterprise Operations, Inc. All rights reserved. Appification changes the basics of banking activity 29 As apps are increasingly able to deliver a virtuous stream of information that enables sharing, learning and acting in the moment, the bank is relegated to a less relevant role. ©2012 Deluxe Enterprise Operations, Inc. All rights reserved. Two parts to knowhow 39 Know How Ability to do it Context Facts Visualization Reminders Timing Steps ©2012 Deluxe Enterprise Operations, Inc. All rights reserved. Product design and Knowhow 72 •  Personal •  Mobile •  Uses money wisely •  Simple usage and function •  Forward-looking •  Enables decision making As product becomes more about mobility, your solution will become more personal, more focused on advice, and more forward looking. ©2012 Deluxe Enterprise Operations, Inc. All rights reserved. 78 The Before-After Knowhow Service Awareness Effect AFTER:Averageof:%thatfindKnowhowservice trulyneeded/useful;andnetwhoseperceptionof bankwillimproveduetoKnowhowservice ALL: N=524 Age Groups (years): 21-30 (N=125); 31-40 (N=118); 41-50 (N=128); 51-60 (N=153) Genders: Male (N=216); Female (N=308) Asset Class: Mass (N=271); Mass Affluent (N=253) Educational attainment: High school only (N=72); HS+ (N=104); College graduates (N=225); Some postgrad (N=38); Postgrad degree (N=85) Employment: Full (N=391); Non-full, i.e., part-time, student, homemaker, retired, and seeking (N=193) Willingness to be kept abreast of new banking products: High (N=240); Medium (N=235); Low (N=39) Income Group: <$30 (N=61); $30-59 (N=148); $60-84 (N=119); $85-124 (N=112); $125+ (N=84) Best provider of Knowhow service: Bank (N=152); Others (N=372)BEFORE: % that rated “timely tailored online info with offers” as one of the top 3 best shopping aspects 15% 20% 25% 30% 35% 0% 5% 10% 15% 20% Male Female 51-60 41-50 31-40 HS+ College College+ Postgrad Non-full W-H W-M W-L Bank Others 21-30 Full ALL HS only Mass Affluent <$30 $30-59 $85-124 $125k+ $60-84 Low initial opinion; great uplift High initial opinion; great uplift High initial opinion; modest uplift Low initial opinion; modest uplift 13.4% 26.7% A knowhow service dramatically increases consumer interest in your offers When consumers understand how the knowhow service works their interest in online info with offers goes up dramatically almost across the board.
  12. 12. 1212 A BIG INITIATIVE WHERE TEAMWORK MAKES THE DIFFERENCE WHAT  IS  REQUIRED?   WHAT  ARE  THE  OUTCOMES?   WHO  SHOULD  BE  INVOLVED?   4    Face-to-face meetings 5-­‐7    Virtual meetings 3   Homework assignments Participants can have up to 2 seats at the table. 1 seat = $45K 2 seats = $55K Travel costs not included •  A comprehensive series of strategic and tactical principles •  Access to all insights gathered throughout the process •  Findings from two ethnographic studies •  Results of quantitative research •  Specific insights applied to participating companies If you commissioned this body of work on your own it would cost between $450K and $600K People who work well in teams, can handle exploratory processes, and understand innovation.
  13. 13. 1313 Charter  our  path   Review  secondary   research   Conduct  Preliminary   Ethnographic  study   In-­‐person  collabora9ve   mee9ng  to  analyze   findings  and  shape     Phase  2:  Discover   June  2014                      October   q  Collabora9ve  network  established   q  Research  ques9ons  solidified   q  First  round  of  insight  acquired   OUTPUT   SHAPE  STUDY  AND  FORM  NETWORK  
  14. 14. 1414 Design  Round  2   Ethnographic  Study   Members  conduct   Round  2  field  study  in   their  markets   Stone  Mantel  will  work     concurrently.   Compile  and  Analyze   In-­‐person  collabora9ve   mee9ng  to  develop   concepts  based  on   insight   February             March   q  Second  round  of  insight  acquired   q  First  round  of  concepts  developed  OUTPUT   PHASE  TWO:  DISCOVER  
  15. 15. 1515 Recruit   consumers   In-­‐person   collabora9ve   mee9ng  to   conduct  framing   sessions  with   consumers   Members  conduct   on-­‐site   applica9on   exercise   Conduct   quan9ta9ve  study   Collec9on  and   analysis   June      July   July   q  Story-­‐boarding/facilita9on  skills  learned   q  Concepts  advanced  and  tested   q  First  round  of  tailoring  for  implementa9on  complete   OUTPUT   PHASE  THREE:  TEST     Advance  concepts   Advance  concepts  
  16. 16. 1616 Prepare  final  report   version  1   In-­‐person  collabora9ve   mee9ng  to  review    all   findings,  version  1   conclusions  and   applica9on  to  member   organiza9ons   Members  accelerate   on-­‐site  applica9on   Sharing  phase  begins   September   October  2015   q  Analysis  and  conclusions  completed   q  Implementa9ons  accelerated  at  member  COs   q  Speaking  and  wri9ng  skills  advanced   OUTPUT   PHASE  FOUR:  MASTER   Advance  reports  
  17. 17. 1717 WHERE WE PLAY DELOITTE Consulting Group JOE PINE CLAYTON CHRISTENSEN DAVE NORTON Original thought leadership Frameworks and models of consumer behavior Design thinking Hand-crafted strategy and implementation Business innovation processes Stone Mantel IDEO Design Firm A BOUTIQUE Facilitation and Implementation
  18. 18. 1818 Stone Mantel is the very best at producing value from experiences
  19. 19. 1919 gostonemantel.com THANK YOU davenorton@gostonemantel.com
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