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Reconnect with our consumer (by Thomas Troch)

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Reconnect with your consumer (by Thomas Troch), presented at the IAB Academy Autumn session (BE) on November 15, 2012

Reconnect with your consumer (by Thomas Troch), presented at the IAB Academy Autumn session (BE) on November 15, 2012


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  • 1. Reconnectwith our customer
  • 2. Senior Research Innovator 2011-currentInSites ConsultingResearch Consultant 2010-2011InSites ConsultingMaster in Product Development 2005-2010Artesis University College of Antwerp thomas@insites-consulting.com @thomastroch
  • 3. @thomastroch
  • 4. >2,000 facts and figures about social media in 19 countries7,827 consumers (age 15+)across 19 countries,representative for the onlinepopulation within country ongender, age and e-commerce. @thomastroch
  • 5. @thomastroch
  • 6. Setting the scene. @thomastroch
  • 7. 3 types of strategic focus (Tracey & Wiersema) Operational Product Customer Excellence Leadership Intimacy @thomastroch
  • 8. 3 types of strategic focus (Tracey & Wiersema) Operational Product Customer Excellence Leadership Intimacy Provide customers with Provide customers with Provide customers with good, standard products high quality innovative personalized products at low cost products that exceed expectations @thomastroch
  • 9. 3 types of strategic focus (Tracey & Wiersema) Operational Product Customer Excellence Leadership Intimacy Provide customers with Provide customers with Provide customers with good, standard products high quality innovative personalized products at low cost products that exceed expectations @thomastroch
  • 10. Consumers are at the heart of our organisations @thomastroch
  • 11. @thomastroch
  • 12. Identification of marketers with their target group 6% 5% 7% 8% 6% 64% 6% 73% 15% 19% 30% 35% 24% 17% 7% 5% 4% 4% @thomastroch
  • 13. We are different, yet we have a lot of confidence!I know what consumers want 72% 70%My own behavior helps me better understand 69% 69%consumers behaviorMy gut feeling helps me understand consumers 68% 67%behaviorBecause I spend a lot of time with consumers, I 66% 67%understand them better @thomastroch
  • 14. Our customers.Who are they? @thomastroch
  • 15. Let’s look at our customers… @thomastroch
  • 16. ? ?4 things to remember about the new customer? ? @thomastroch
  • 17. Can you come up with acrazy weekend activity? @thomastroch
  • 18. @thomastroch
  • 19. Consumers create content themselves… @thomastroch
  • 20. … and social networks stimulate this. @thomastroch
  • 21. Awareness of social networksites is very high. Facebook isclose to 100%, Twitter reaches80% awareness and Google+ isknown by 70%.More than 7 out of 10 internetusers are member of at least 1social network. This implies thatmore than 1.5 billion people usesocial network sites. @thomastroch
  • 22. The world is not waiting for thenext social network. In fact,most people want to keep theirdigital life as it is.No need for something new andno intention to quit.On average, people only join 1 or 2social networks.The Twitter & Google+paradoxes are living evidence forthis conclusion: both sites are verywell known, but their adoption isstill rather low. @thomastroch
  • 23. Consumers are willing to join „unique‟ new social networksAwareness of new social networks like Instagram and Pinterest is picking up.25% know Instagram, 24% are aware of Pinterest.Further, users show a very high intention to use both sites more in the future. @thomastroch
  • 24. Consulting and sharing experience in the purchase process PRE DURING POST @thomastroch
  • 25. 53% of smartphoneusers compare pricesduring shopping viatheir smartphone. @thomastroch
  • 26. 57% 14%A person from A companyyour contact list @thomastroch
  • 27. @thomastroch
  • 28. Everyone is a critic/reviewer and the outcome may leverage your brand… @thomastroch
  • 29. ... or damage your brand @thomastroch
  • 30. ? Perfect information Consumer-generated Trustworthy Lightning fast Fuelled by social media ? ? @thomastroch
  • 31. empowered ? ? ? @thomastroch
  • 32. Cultures were never so close @thomastroch
  • 33. @thomastroch
  • 34. Stimulation junkies. On the go, but 100% connected. @thomastroch
  • 35. Boost in adoptionof smart phones:51% of internet usershave a smartphone,most have a datasubscription on it. @thomastroch
  • 36. On average, people install22 apps on theirsmartphone, 9 of which areused at least weekly.Social network apps are themost popular ones. @thomastroch
  • 37. Segmentation? Maybe contextually. Maybe. @thomastroch
  • 38. empowered  Globally in touch  Hyperfast learning  Raising bar of expectations  Segmentation = difficult ? ? @thomastroch
  • 39. empowered cosmopolitan ? ? @thomastroch
  • 40. What‟s YOUR perfectrestaurant experience like? @thomastroch
  • 41. 8/10 consumers wantto help in co-creationprojects of companiesthey like.The only thing they ask inreturn: give us feedback onwhat you do with ourinput. @thomastroch
  • 42. Market research communitiesare highly appreciated byconsumers.36% prefer to participate in abranded research community.These communities come secondafter a Facebook community.Consumers believe that theirfeedback will have a high impactin a research community. Thelatter is their key motivation tohelp brands. @thomastroch
  • 43. The customer is open to co-creation, butmany companies are not. The challenge is tointegrate the vision of the customer in everyorganization, all the way to the boardroom. @thomastroch
  • 44. Consumersare probably themost effectiveconsultants yourcompany can hire. @thomastroch
  • 45. @thomastroch
  • 46. @thomastroch
  • 47. @thomastroch
  • 48. Higher purchase intention for products co-created by peers. (van Dijk, 2012) @thomastroch
  • 49. @thomastroch
  • 50. empowered cosmopolitan ?  Sharing feedback  Walking in our shoes  Concrete business outcomes @thomastroch
  • 51. empowered cosmopolitan smart co-creator ? @thomastroch
  • 52. The paradox of choice. @thomastroch
  • 53. @thomastroch
  • 54. @thomastroch
  • 55. @thomastroch
  • 56. empowered cosmopolitan smart co-creator Rational overload Emotional heuristics Herd behaviour Emotional sharing @thomastroch
  • 57. empowered cosmopolitanemotional smart co-creator @thomastroch
  • 58. ? ?4 things to remember about the new customer? ? @thomastroch
  • 59. empowered cosmopolitanemotional smart co-creator @thomastroch
  • 60. It’s themedia,stupid! @thomastroch
  • 61. What‟s the impact on brands? @thomastroch
  • 62. @thomastroch
  • 63. @thomastroch
  • 64. @thomastroch
  • 65. @thomastroch
  • 66. @thomastroch
  • 67. @thomastroch
  • 68. @thomastroch
  • 69. @thomastroch
  • 70. Our customers.How to reconnect? @thomastroch
  • 71. @thomastroch
  • 72. @thomastroch
  • 73. Conversation Activation POST Brand @thomastroch
  • 74. STEP 1 Brandleverage @thomastroch
  • 75. Branding – definition (American Marketing Association)A name, term, design, symbol, orany other feature that identifiesone sellers good or service asdistinct from those of other sellers. @thomastroch
  • 76. Brands are emotions @thomastroch
  • 77. Understanding the concept of BRAND IDENTIFICATION Brand identity My identity @thomastroch
  • 78. Global R&D project in 15 countries HoustonPartnership withUniversityN=5.900 Brand Conversations Purchase brand Brand Brand Promote brand Identification leverage R²=.50 Brand is close to ideal Brand Perception @thomastroch
  • 79. @thomastroch
  • 80. TAKE IT FORWARD by creating brand experiences @thomastroch
  • 81. Conversation Activation POST Brand @thomastroch
  • 82. STEP 2Activation @thomastroch
  • 83. Broadcasting the ad is just thebeginning, not the end!Advertising is … the beginning ofa conversation. @thomastroch
  • 84. Nomination for product of the year. And lots of conversations. @thomastroch
  • 85. DANGER! Activation forthe sake of activation? @thomastroch
  • 86. @thomastroch
  • 87. Marketing manager will be happyConversation Manager will be sad @thomastroch
  • 88. Conversation Activation POST Brand @thomastroch
  • 89. STEP 3Conversation @thomastroch
  • 90. @thomastroch
  • 91. @thomastroch
  • 92. “It brings you answers to questions you didn‟t ask”Hans SchmeitsVP Global Marketing pharmaceutical company @thomastroch
  • 93. @thomastroch
  • 94. @thomastroch
  • 95. Consumers aremore positive thanyou might think.More than half of theircomments aboutbrands are positive.Fewer than 10% arenegative. @thomastroch
  • 96. 50% post information about products, brandsand/or companies on social networks. Conversation Starters Product experience Promotions Contests News Advertising: decreases @thomastroch
  • 97. 55% of social network usersare connected to brands. 10.6 7.0 5.0 is the average is the average is the average number of brands number of number of followed brands brands followed followers actively interact with @thomastroch
  • 98. Clear expectations fromconsumers vis-à-vis brands:1. Share product info2. Do promotions3. Give away free stuff4. Bring news5. Use us in co-creation projects @thomastroch
  • 99. @thomastroch
  • 100. @thomastroch
  • 101. Until now, weonly used thefirst dimensionof social media @thomastroch
  • 102. Firstdimension:build reach @thomastroch
  • 103. Seconddimension:collaboration @thomastroch
  • 104. HighBy combining these Structural collaborationtwo dimensions,brands canoptimizethe conversation Low Highpotentialof theirconsumers.Each of these quadrantshas value in aconversation strategy. Low Reach @thomastroch
  • 105. High Consumer Broad, openStructural collaboration consulting collaboration board Low High Conversations Customer Content experience Low Reach @thomastroch
  • 106. @thomastroch
  • 107. @thomastroch
  • 108. RESEARCHcarefully screened group of consumers gathered around a common interest @thomastroch
  • 109. joining a closed online platformlongitudinal connectionmanaged by passionate moderators RESEARCH carefully screened group of consumers gathered around a common interest @thomastroch
  • 110. joining a closed online platformlongitudinal connectionmanaged by passionate moderators beliefs needs perceptions motivations RESEARCH underlying emotions aspirations carefully screened group of consumers gathered around a common interest @thomastroch
  • 111. @thomastroch
  • 112. @thomastroch
  • 113. @thomastroch
  • 114. @thomastroch
  • 115. @thomastroch
  • 116. It is so frustrating not to benoticed by the bartender! I’mclearly trying to get his attention,however others are being servedbefore me. @thomastroch
  • 117. @thomastroch
  • 118. @thomastroch
  • 119. Reconnect with customers.What could be the result? @thomastroch
  • 120. @thomastroch
  • 121. @thomastroch
  • 122. @thomastroch
  • 123. @thomastroch
  • 124. @thomastroch
  • 125. @thomastroch
  • 126. @thomastroch
  • 127. @thomastroch
  • 128. @thomastroch
  • 129. @thomastroch
  • 130. @thomastroch
  • 131. @thomastroch
  • 132. @thomastroch
  • 133. @thomastroch
  • 134. @thomastroch
  • 135. @thomastroch
  • 136. @thomastroch
  • 137. @thomastroch
  • 138. @thomastroch
  • 139. @thomastroch
  • 140. @thomastroch
  • 141. @thomastroch
  • 142. @thomastroch
  • 143. @thomastroch
  • 144. @thomastroch
  • 145. @thomastroch
  • 146. @thomastroch
  • 147. @thomastroch
  • 148. @thomastroch
  • 149. @thomastroch
  • 150. @thomastroch
  • 151. To wrap up… @thomastroch
  • 152. #1 No matter yourstrategy, it‟s alwaysabout the customer @thomastroch
  • 153. #2 There is a disconnectbetween companies and customers @thomastroch
  • 154. #3Today‟s consumer is empowered @thomastroch
  • 155. #4Today‟s consumeris a cosmopolitan @thomastroch
  • 156. #5 Today‟s consumeris a smart co-creator @thomastroch
  • 157. #6Today‟s consumer is emotional @thomastroch
  • 158. #7 But in the end,it‟s about people talking to people @thomastroch
  • 159. #8 The brand isyour starting point @thomastroch
  • 160. #9Advertising isthe start of aconversation @thomastroch
  • 161. #10Observe, facilitate &join the conversation @thomastroch
  • 162. #11 And go intolistening mode @thomastroch
  • 163. #12Because that helps you connecting with your customer again @thomastroch
  • 164. linkedin.com/in/thomastroch @thomastroch thomas@insites-consulting.comwww.insites-consulting.com