During this session, Rose Cameron will facilitate a discussion around social insights and your brand. While listening is the number one rule, how do you then make the insights you’ve gleaned actionable? Many people observe, but don’t know what to do with the information or how to apply it to their brand. This presentation will explore how a brand can enlist these insights to successfully create engaging customer experiences in three distinct industries: high-tech, CPG and travel:
1. Understanding customer relationships with the brand and category in a volatile, high-tech B2B market
2. Identifying new opportunities and unmet needs in the value CPG market
3. Designing new products and services for the next generation of luxury travelers
36. HORNALL ANDERSON 36
not driving
commitment
Products are
discussed
Products
are not
discussed, Products are
driving commitment
LOW PCS,
HIGH VOLUME
BRAND X
BRAND X
BRAND X
BRAND X
BRAND X
LOW PCS,
LOW VOLUME
HIGH PCS,
HIGH VOLUME
HIGH PCS,
LOW VOLUME
44. HORNALL ANDERSON 44
PAID MEDIA
EARNED MEDIA
OWNED MEDIA
WEBSITES
MOBILE (WAP, APPS)
PURLs
EMAIL
WEB APPS (RIAs)
GAMES
VIDEOS
PODCASTS
BLOGS
ARTICLES
WEBINARS
VIRTUAL EVENTS
OLA (BANNERS)
SEM (CPC, CPA)
MOBILE (SMS)
SPONSORED CONTENT
SPONSORSHIP
DIRECT MAIL
DR PRINT
DR VIDEO (TVC, WEB)
LIVE EVENTS
POS/RETAIL
LAUNCH
PLATFORMS
ADVOCATE HUBS
SUPPORT SYSTEMS
DRIVES TRAFFIC
RAISES AWARENESS
LEAD GENERATION
UGC
VIDEOS (UNBOXING)
PHOTOS
PERSONAL BLOGS
FAN FORUMS
PRESS
REVIEWS
COMMENTS
REFERRAL LINKS
SEARCH
GAINS TRUST
AMPLIFIES REACH
POTENTIAL LONG TAIL
57. HORNALL ANDERSON 57
1. SHIFT FROM A WIN/LOSE
TO LEARN APPROACH
2. PARTNER WITH TRANSLATORS
VS REPORTERS
KEY PRINCIPLES
58. HORNALL ANDERSON 58
1. SHIFT FROM A WIN/LOSE
TO LEARN APPROACH
2. PARTNER WITH TRANSLATORS
VS REPORTERS
3. DEFINE YOUR TARGET BY
ENGAGEMENT VS DEMOGRAPHICS
KEY PRINCIPLES
59. HORNALL ANDERSON 59
1. SHIFT FROM A WIN/LOSE
TO LEARN APPROACH
2. PARTNER WITH TRANSLATORS
VS REPORTERS
3. DEFINE YOUR TARGET BY
ENGAGEMENT VS DEMOGRAPHICS
4. LISTEN TO THE SILENCES/
EXPLORE THE UNEXPECTED
KEY PRINCIPLES
60. WHAT IF YOUR CUSTOMERS
ALREADY REDEFINED YOUR
INDUSTRY?
CASE
UNDERSTANDING THE RAPIDLY CHANGING HIGH TECH B2B MARKET
73. HORNALL ANDERSON 74
PAID MEDIA
EARNED MEDIA
OWNED MEDIA
WEBSITES
MOBILE (WAP, APPS)
PURLs
EMAIL
WEB APPS (RIAs)
GAMES
VIDEOS
PODCASTS
BLOGS
ARTICLES
WEBINARS
VIRTUAL EVENTS
OLA (BANNERS)
SEM (CPC, CPA)
MOBILE (SMS)
SPONSORED CONTENT
SPONSORSHIP
DIRECT MAIL
DR PRINT
DR VIDEO (TVC, WEB)
LIVE EVENTS
POS/RETAIL
LAUNCH
PLATFORMS
ADVOCATE HUBS
SUPPORT SYSTEMS
DRIVES TRAFFIC
RAISES AWARENESS
LEAD GENERATION
UGC
VIDEOS (UNBOXING)
PHOTOS
PERSONAL BLOGS
FAN FORUMS
PRESS
REVIEWS
COMMENTS
REFERRAL LINKS
SEARCH
GAINS TRUST
AMPLIFIES REACH
POTENTIAL LONG TAIL
82. LEARN
PARTNER
ENGAGE
EXPLORE
A new definition of our client’s industry.
Unearthing niche B2B dialogue; greater
understanding of information needs & customer
journey; experience strategy for new B2B set.
Identified new set of influencers & decision makers.
Identified their preferred ways of using and
dispersing information.
Separating the irrelevant from the significant
issues. Identifying unmet service/expertise need
that differentiated us against competition.
83. WHAT DOORS OPEN WHEN
MARGINS SHRINK?
CASE
IDENTIFYING NEW OPPORTUNITIES AND UNMET NEEDS IN VALUE CPG
103. LEARN
PARTNER
ENGAGE
EXPLORE
A new definition of value opportunity.
Understanding hierarchy of flavor/trust/quality.
We are an everyday treat for the entire family.
Mum is a tiger yellow tag shopper who demands
the best quality her dollar can buy.
Our client had permission to shift from ingredient
expert to trusted category expert.
104. WHAT IF WE BUILT FOR
THE NEXT GENERATION
OF CUSTOMERS NOW?
CASE
DESIGNING NEW PRODUCTS/SERVICES FOR THE NEXT GENERATION
OF LUXURY TRAVELERS
114. HORNALL ANDERSON 117
“THEY’VE BEEN ABLE TO GET A RICHER EXPERIENCE WITH
SOME OF THE DESTINATIONS. WHERE WE MIGHT HAVE
BUZZED IN AND OUT OF A DESTINATION IN FIVE HOURS IN
THE 80S OR 90S, IN LOOKS LIKE COMPANIES ARE OFFERED
MORE IN-DEPTH EXPERIENCES IN A PARTICULAR PLACE
WITH A MENU OF OPTIONS…THE PEOPLE COMING UP NOW
AREN’T LOOKING TO GO TO AS MANY PLACES AS THEY CAN.
THEY WANT TO SAY THEY DID SOMETHING UNUSUAL IN
THESE AREAS. BY THE TIME THEY HIT RETIREMENT AGE
THEY ARE SO WELL-TRAVELED ALL READY.”
117. HORNALL ANDERSON 120
Under 50
Traditional
Destinations
New
Destinations
Over 50
JOURNEY A
JOURNEY C
JOURNEY B
119. LEARN
PARTNER
ENGAGE
EXPLORE
What luxury means to the next generation of
affluent traveller.
Uncovering the exclusive silent dialogue of the
elite through imagery sourcing.
Identified shared and discrete travel destinations
Gained clarity on what travel ingredients needed to
make a buzz-worthy luxury journey.
Understand how we can differentiate & service a
new generation of traveler while not neglecting our
legacy customers.