2. • The State of Marketing!
•
•
Customers!
Business!
• Digital Experience!
•
•
Customer Needs!
Business Objectives!
• Mutual Relevance!
• Mid- Morning Break!
• Customer Decision Making
Process!
• Measurement and the Fair
Exchange!
• Mid-Morning Break #2!
• Making it Real!
•
•
•
Square Peg, Round Hole!
Contextual Disconnect!
We’re not all alike!
• Planning a product launch!
• Tahzoo Information!
3. A little bit about us
Tahzoo is a leading customer engagement agency that
empowers Global 1000 enterprises to create and deliver
customer experiences that are engaging, relevant and
persuasive across all digital channels and devices.!
Washington dc Richmond va Seattle wa
41. Digital strategy
Which digital
Channels do you
currently use in your
business?!
Web!
Digital Inbound
(Email, Display,
Search…)!
Mobile (SMS,
Smartphone!
Social!
Describe the
primary purpose
for each digital
channel?!
what would your
Executive board say
is the #1 reason for
each digital channel?!
43. consumers typically visit websites for one
of the following reasons
Infotainment!
Search!
Discovery!
Research!
Purchase!
Support!
44. businesses typically want site visitors to
accomplish one of the following objectives
Brand Awareness!
Education!
Buy!
Manage!
Self- Service!
Advocacy!
52. Holding up the mirror…..
The business decided…!
…and customers think!
“We want 500,000
Facebook fans”
“What’s the point in me
‘liking’ your page? I’m not
interested”!
“Omni channel is our #1
priority – we need to be
communicating with our
customers through as many
channels as possible”!
“Leave me alone! Stop
spamming me….”!
53. Holding up the mirror…..
Customers need...!
… Business responds!
“I want my experience to be
personalized”!
“We need a lot more
profiling information before
we can customize the
experience”!
“Dealing with a company
should feel effortless and
not take up too much time”!
“We need our customers to
spend more time on our site,
and we need to deliver rich
user experiences that show
how innovative we are”!
57. There’s been a big shift in how we think
Spectator!
Culture!
Participatory!
Culture!
Convergence!
Culture!
Passive Reception!
Being connected to
a larger whole !
Involvement !
in a production
ecosystem!
The
BIG shift!
60. Measurement across the customer journey
Pre Sales
Experience!
Paid
channels!
Owned
channels!
Earned
channels!
Buying
Experience!
Post Sales
Experience!
61.
62. You get what your measure
Customer
Commitment!
Give customers
what they
ask
for…
Desired
behaviors /
perceptions!
They’ll think & do
the things you
want them to do…
Business
Success!
The business will
meet its goals!
63. The mistake brands commonly make
Customer
Commitment!
Don’t give
customers what
they
ask
for…
û û
Desired
behaviors /
perceptions!
They’ll think & do
the things you
Undesired
want them to do…
Behaviors/
Perceptions!
Business
Success!
The business will
meet its goals!
not meet its goals!
60-80% don’t do
what you want
them to do…!
64. Ensuring a fair exchange
Business
Goals!
Desired
behaviors /
perceptions!
Customer
Commitment!
65. Determining your guage
Consumer Needs!
!
__________!
__________!
__________!
__________!
__________!
Business Objectives!
!
__________!
__________!
__________!
__________!
__________!
68. Are you caught in the vanity trap?
Which metrics?!
Vanity?!
Sanity?!
Reality?!
Why?!
Who owns?!
69. What would a fair exchange look like?
Pre Sales
Experience!
Paid
channels!
Owned
channels!
Earned
channels!
Buying
Experience!
Post Sales
Experience!
77. Inbound and digital alignment
Who owns, manages
and optimizes offers,
messaging, and target
for each channel?!
Offline!
Web!
Digital Inbound
(Email, Display,
Search…)!
Mobile (SMS,
Smartphone!
Social!
Do you have defined
processes to align
and coordinate
across channels!
Do you use end to
end metrics to
measure impact
and conversions!
83. Contextual alignment
Do you offer context
aware messaging,
offers and content for
each channel?!
Offline!
Web!
Digital Inbound
(Email, Display,
Search…)!
Mobile (SMS,
Smartphone!
Social!
Do you provide
personalized content
matched to context
across channel?!
Do you have the
technology to drive
dynamic publishing
across channels?!
88. Real time personalization
What is the typical time
between research,
campaign design and
in market deployment?!
Offline!
Web!
Digital Inbound
(Email, Display,
Search…)!
Mobile (SMS,
Smartphone!
Social!
Are you able to
collect digital
experience data in
real-time?!
Are you able to
provide
personalized
content based on
real time data?!
91. Background scenario
• You work for an FMCG brand, that up until now has been
successful through a very product centric approach to
marketing!
• Response to campaigns is in decline, and digital engagement
isn’t yielding the desired return!
• Your goal is to shift the thinking from product centric marketing
to being audience centric!
• As such you have commissioned a piece of research to
understand your target audience: Mothers. The summary of
insights are on the following slides!
92. High volume of conversations!
NaKonal
and
local
news
Family
life
RelaKonships
PoliKcs
Time
management
Teenagers
Holidays
Health
and
wellbeing
Religion
Holiday
School/educaKon
Family
friendly
acKviKes
Sex
Bullying
House/home
Law/legal
Technology
support
Discipline
EmoKonal
release
Campaigns
Child
safety
Consumer
focus
Fostering
Being
a
working
mum
Me
Kme
Cooking
Fashion
Housework/cleaning
Money
Alcohol
Skin
care
Stay
at
home
mum
Household
products
Internet
security
Home
working
Hair
care
Cars
Feminine
hygiene
Low volume of conversations!
% decrease on 11/12!
% increase on 11/12!
1
&
2
KEY AND ACTION POINTS!
5
11
0 = no change since 12/13!
-‐12
!
-‐5
-‐1
Positive score = relative increase in volume of
conversations compared of 12/13!
35
2
-‐34
!
Negative score = relative decrease in volume
of conversations compared of 12/13!
-‐9
-‐34
-‐38
-‐26
3
32
35
Declining topic – !
Volume decreasing!
ACTION: Monitor for major changes every 6 to 12 months!
4
6
-‐12
Rising Theme / off territory!
– volume increasing BUT NOT on territory!
21
-‐15
6
32
4
34
35
29
ACTION: Review to establish if there is a angle on the
topic!
5
-‐10
6
EMERGING TOPIC LOW but increasing volume +
on territory!
-‐22
27
7
15
ACTION: Monitor for increasing volume, OPPORTUNITY
to lead the conversation on these areas!
-‐11
34
33
35
32
32
25
26
34
32
36
-‐50
-‐40
-‐30
-‐20
-‐10
0
10
20
30
40
HOT TOPIC– volume increasing + in territory!
ACTION: Ensure overall appeal be focusing on topics
that dominate the audiences’ conversations!
2013 compared to 2001/12
50
93. Summary of hot topics
1. FAMILY LIFE & NEWS!
Rich set of themes within the context of family from morals to money. Talking about the family means
talking about the whole of life. This is broken down further in the Key Themes analysis at the next stage!
!
2. TEENAGE ISSUES!
Growth of teenage threads in key forums – core unmet need!
!
3. FAMILY FRIENDLY ACTIVITIES!
Growing focus on doing things as a family!
!
4. WOMEN'S ISSUES & CAMPAIGNS!
Growing trends in being active and involved with women's/ family politics / fundraising / activism issues!
!
5. CONSUMER RIGHTS!
Growing sharing of pro consumers hints, tips, savings and legal rights across a wide range of products
and service categories!
!
6. WORK LIFE BALANCE!
Growing focus on the challenges of being a working mum, whether running a business or simply
juggling work and home life for an employer!
!
7. FOOD AND COOKING!
Food and cooking is trending as hobby as well as being part of practical living. Focus on combining
health issues, budget issues and passion for eating as a social activity !
94. Consistent 3 year conversation themes
• While categories are about the headline topic of the
conversations, themes come from the content, sentiment and
meaning of these conversations. !
• This theme cloud represents the key words and phrases that the
category conversations contain!
THEME
RANK!
CONVERSATION
AL
KEY
WORDS!
VOLUME
OF
MENTIONS!
963,103!
2!
Good/great!
912,580!
Discounts/offers/free!
500,399!
4!
School/educaKon!
490,333!
5!
Games/gaming!
442,841!
7!
Holiday/holidays!
433,864!
8!
Health/fitness/diet!
423,142!
9!
House/home!
419,170!
10!
Business/work/job!
385,156!
11!
Online!
384,104!
12!
Year!
379,876!
13!
Family!
378,818!
14!
Law/legal!
373,400!
15!
KEY INSIGHT:!
• It is not all doom and gloom amongst the audience !
RESULTING TONE OF VOICE:!
• The dominance of Good and Great within the audience
conversations shows that optimism and a positive tone in
content and communications will drive engagement!
Time!
3!
1. !
1!
People!
354,124!
16!
Golf!
350,414!
17!
Life!
337,541!
18!
Download!
336,362!
19!
Movies!
331,190!
20!
City!
299,860!
95. CONSISTENT, RELEVANT THEMES DRIVE ENGAGEMENT
1. Time!
10. Family news stories!
2. Money!
3. School &
education!
9. Family life –
across the
generations !
8. Work /
Business!
Mothers
with
school
age
children
7. House/
Home!
6. Healthy /
fitness / diet!
4. ‘Me’ – fun,
entertainment,
books. Movies,
music, games,
gaming!
5. Holidays – locations, activities, family friendly!
97. BRIEFs
• You are launching a new brand of washing powder that is
highly innovative & aims to disrupt the market through:!
• The innovation of the product!
• Creating a strong digital community to engage target
Mothers!
• Creating strong partnerships with other brands to drive
value in the community!
• Cross selling to the existing portfolio!
• You need to design the for the launch:!
• campaign strategy!
• content strategy!
• measurement framework!
99. Content strategy
• Using the example provided please build out the 3 most
relevant content archetypes and specify the role of:!
• Your website!
• Your Facebook page!
• Please think about how you will connect your content to what
matters to Mothers as well as ensuring a commercial outcome
(remember the fair exchangeJ)!
• Remember to think about driving a content journey, so content
should have a clear call to action!
100. So little time, so much to do
Making time for the important
things in life!
Making quality time for the family by taking
less time for the mundane !
Getting a work life balance!
How to effectively juggle your life!
Looking after the home!
HINTS AND TIPS:!
TIME
MANAGEMENT!
Cleaning tips!
Effective products!
New
rouKnes
In the kitchen!
Quick and easy, healthy meals!
Time saving tips in preparation!
101. Saving time in the kitchen: example
Insight:!
• Part of my role as a Mum is to feed my
family well, but time and inspiration
make it difficult!
Need:!
• Help me to save time in the kitchen !
facebook role: !
1. What’s happening in your kitchen today? !
2. Real time help and inspiration to make feeding the family easier!
Supersavvyme.com!
!
Supersavvyme.com top posts!
!
POSITION:!
Supersavvyme.com!
Tried and tested 30 minute family meal –
one less thing you need to think of this week
!
• We know that cooking for the family
every day can be hard. !
• We can help with great ideas that are
quick and easy to prepare.!
LOCATION: FOOD SECTION!
!
!
Content:!
1. TODAYS 15 minute emergency recipes!
2. THIS WEEKS 30 minute family meal!
3. Hints and tips for saving time with food
prep integrated into all recipes!
4. Hints and tips on shopping for,
planning & preparing the weeks menu!
www.supersavvyme.comreal30miinutemeals!
!
XX people like this!
View all X comments!
Supersavvyme.com!
Short of ideas for cooking under pressure
tonight? See today’s 15 minute meal!
www.supersavvyme.com/15minutemeals!
!
XX people like this!
View all! X comments!
Community manager: My kids (7 & 9) are
fed up with my usual repertoire. Any winning
dinners that don’t take forever to cook?!
XX people like this!
View all X comments!
102. What should the launch scorecard look like
Which metrics?!
Vanity?!
Sanity?!
Reality?!
Why?!
Who owns?!
