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Dancing with the Eight Ball: Making Social Insights Actionable — Hornall Anderson
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Dancing with the Eight Ball: Making Social Insights Actionable — Hornall Anderson

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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 …

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

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  • 1. HORNALL ANDERSON 1 DANCING WITH THE EIGHT BALLMAKING SOCIAL INSIGHTS ACTIONABLE
  • 2. WE DESIGN & TRANSFORM BRANDS.
  • 3. HORNALL ANDERSON 4
  • 4. HORNALL ANDERSON 5
  • 5. HORNALL ANDERSON 6
  • 6. HORNALL ANDERSON 7
  • 7. HORNALL ANDERSON 8
  • 8. HORNALL ANDERSON 9
  • 9. HORNALL ANDERSON 10
  • 10. ... THEN WE MAKE IT REAL WE IMAGINE WHAT’S POSSIBLE
  • 11. HORNALL ANDERSON 12
  • 12. HORNALL ANDERSON 13
  • 13. HORNALL ANDERSON 14
  • 14. HORNALL ANDERSON 15 PRIMARY WAGE EARNER
  • 15. HORNALL ANDERSON 16 HOME IMPROVEMENT
  • 16. HORNALL ANDERSON 17 VALUE
  • 17. HORNALL ANDERSON 18 HIGH PERFORMANCE
  • 18. HORNALL ANDERSON 19 REAL ESTATE
  • 19. HORNALL ANDERSON 20 STYLE
  • 20. HORNALL ANDERSON 21 COOL
  • 21. HORNALL ANDERSON 22
  • 22. HORNALL ANDERSON 23
  • 23. HORNALL ANDERSON 24 SHIFT FROM A WIN/LOSE TO A LEARN APPROACH PRINCIPLE 1
  • 24. HORNALL ANDERSON 25
  • 25. HORNALL ANDERSON 26
  • 26. RE-LEARNING
  • 27. AMBIGUITY TO OPPORTUNITY
  • 28. HORNALL ANDERSON 29
  • 29. HORNALL ANDERSON 30 PARTNER WITH TRANSLATORS VS REPORTERS PRINCIPLE 2
  • 30. HORNALL ANDERSON 31
  • 31. HORNALL ANDERSON 32
  • 32. HORNALL ANDERSON 33 TOPIC 1 TOPIC 2 TOPIC 3
  • 33. HORNALL ANDERSON 34 TOPIC 1 TOPIC 2 KEY DRIVER KEY DRIVER KEY DRIVER TOPIC 3
  • 34. HORNALL ANDERSON 35
  • 35. 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
  • 36. HORNALL ANDERSON 37 WHAT
  • 37. HORNALL ANDERSON 38 WHAT WHY
  • 38. HORNALL ANDERSON 39
  • 39. HORNALL ANDERSON 40 DEFINE YOUR TARGET BY ENGAGEMENT VS DEMOGRAPHICS PRINCIPLE 3
  • 40. HORNALL ANDERSON 41
  • 41. HORNALL ANDERSON 42 CITIZEN PROFESSIONAL OCCUPATIONAL ADVOCATE AMBASSADOR CELEBRITY
  • 42. INFLUENCER: THE ABILITY TO CAUSE OR CONTRIBUTE TO A CHANGE IN OPINION OR BEHAVIOR.
  • 43. 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
  • 44. 1 DISCOVER 2 FAMILIARIZE VIEW FOLLOW LIKE ENGAGE SHARE 3 EVALUATE 4 ADOPT 5 ENDORSE
  • 45. INFLUENCEE: A PERSON OR GROUP OF PEOPLE WHO CHANGE THEIR OPINION OR BEHAVIOR AS THE RESULT OF EXPOSURE TO NEW INFORMATION.
  • 46. HORNALL ANDERSON 47 LISTEN TO THE SILENCES/ EXPLORE THE UNEXPECTED PRINCIPLE 4
  • 47. HORNALL ANDERSON 48
  • 48. HORNALL ANDERSON 49
  • 49. HORNALL ANDERSON 50 BRAND MONITORING
  • 50. HORNALL ANDERSON 51
  • 51. HORNALL ANDERSON 52 95% 5%
  • 52. HORNALL ANDERSON 53 50%50%
  • 53. HORNALL ANDERSON 54
  • 54. HORNALL ANDERSON 55 KEY PRINCIPLES
  • 55. HORNALL ANDERSON 56 1. SHIFT FROM A WIN/LOSE TO LEARN APPROACH KEY PRINCIPLES
  • 56. HORNALL ANDERSON 57 1. SHIFT FROM A WIN/LOSE TO LEARN APPROACH 2. PARTNER WITH TRANSLATORS VS REPORTERS KEY PRINCIPLES
  • 57. 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
  • 58. 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
  • 59. WHAT IF YOUR CUSTOMERS ALREADY REDEFINED YOUR INDUSTRY? CASE UNDERSTANDING THE RAPIDLY CHANGING HIGH TECH B2B MARKET
  • 60. HORNALL ANDERSON 61 MERGER ACQUISITION 4X APPLE RECESSIONCOMPETITORS
  • 61. HORNALL ANDERSON 62 SWITCH
  • 62. HORNALL ANDERSON 63 STAY SWITCH
  • 63. HORNALL ANDERSON 64 Month 1 Low High Month 6 ATTRITION AQUISITION
  • 64. HORNALL ANDERSON 65 VALUE
  • 65. HORNALL ANDERSON 66 SERVICE VALUE
  • 66. B2B?
  • 67. HORNALL ANDERSON 68
  • 68. HORNALL ANDERSON 69
  • 69. HORNALL ANDERSON 71
  • 70. 1 DISCOVER 2 FAMILIARIZE VIEW FOLLOW LIKE ENGAGE SHARE 3 EVALUATE 4 ADOPT 5 ENDORSE
  • 71. HORNALL ANDERSON 73
  • 72. 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
  • 73. HORNALL ANDERSON 75
  • 74. HORNALL ANDERSON 76
  • 75. HORNALL ANDERSON 77
  • 76. HORNALL ANDERSON 78
  • 77. HORNALL ANDERSON 79 1 DISCOVER 2 FAMILIARIZE 3 EVALUATE 4 ADOPT 5 ENDORSE
  • 78. HORNALL ANDERSON 80 1 DISCOVER 2 FAMILIARIZE 3 EVALUATE 4 ADOPT 5 ENDORSE
  • 79. HORNALL ANDERSON 81 WORK
  • 80. HORNALL ANDERSON 82 WORK HOME
  • 81. 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.
  • 82. WHAT DOORS OPEN WHEN MARGINS SHRINK? CASE IDENTIFYING NEW OPPORTUNITIES AND UNMET NEEDS IN VALUE CPG
  • 83. HORNALL ANDERSON 85
  • 84. HORNALL ANDERSON 86 15%
  • 85. HORNALL ANDERSON 87 Safeway Organics Target Up & Up Whole Foods 365
  • 86. HORNALL ANDERSON 88
  • 87. CORE INGREDIENT
  • 88. TREAT
  • 89. TREAT, HEALTHFUL
  • 90. FAMILIAR TREAT, HEALTHFUL,
  • 91. FLAVOURFULFAMILIAR, TREAT, HEALTHFUL,
  • 92. COMPETITION?
  • 93. HORNALL ANDERSON 95 LOWER COST VARIETIES?
  • 94. HORNALL ANDERSON 96
  • 95. HORNALL ANDERSON 97
  • 96. HORNALL ANDERSON 99 $?,OOO
  • 97. CORE INGREDIENT CATEGORY
  • 98. EVERY DAY
  • 99. BEST QUALITYEVERY DAY +
  • 100. FLAVOURS THEY LOVE BEST QUALITYEVERY DAY + +
  • 101. ?
  • 102. 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.
  • 103. WHAT IF WE BUILT FOR THE NEXT GENERATION OF CUSTOMERS NOW? CASE DESIGNING NEW PRODUCTS/SERVICES FOR THE NEXT GENERATION OF LUXURY TRAVELERS
  • 104. HORNALL ANDERSON 107 LUXURY TRAVELER
  • 105. HORNALL ANDERSON 108
  • 106. HORNALL ANDERSON 110
  • 107. HORNALL ANDERSON 111
  • 108. HORNALL ANDERSON 112
  • 109. HORNALL ANDERSON 113
  • 110. 1 2 3
  • 111. #LIVINGTHEDREAM #GRATEFUL #EXOTIC #BEJEALOUS
  • 112. HORNALL ANDERSON 116 LUXURY TRAVELER
  • 113. 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.”
  • 114. HORNALL ANDERSON 120 Under 50 Traditional Destinations New Destinations Over 50 JOURNEY A JOURNEY C JOURNEY B
  • 115. HORNALL ANDERSON 121 Communal Intergenerational YOUNGER ELITE TRAVELERS OLDER ELITE TRAVELERS
  • 116. 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.