Precedent – Driving Actions & Reactions Online - 15th May 2014
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Precedent – Driving Actions & Reactions Online - 15th May 2014

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Mark Russell and Lindsay Herbert take us through the key tactical areas of delivery as part of an effective customer engagement strategy that will enable better control and influence over the......

Mark Russell and Lindsay Herbert take us through the key tactical areas of delivery as part of an effective customer engagement strategy that will enable better control and influence over the online actions and reactions you have with your customers

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  • Here are just some of the clients we work with, from a digital vision and customer experience project with the City of Melbourne, , a 3 year digital partnership leveraging the Sitecore platform with company directors, to a business-wide digital transformation programme at Monash University
  • LINDZhttp://uk.eonline.com/news/504089/pharrell-responds-to-arby-s-twitter-heckle-over-his-grammys-hat-gamely-posts-memes-of-himselfhttps://twitter.com/PharrellhatVolkswagen, for instance, is holing up 15 VW marketers and agency partners in a war room in Santa Monica, Calif., waiting for opportunities on Twitter. M&M's is setting up a war room too, but is upping its game by putting Joe Montana on its roster. Montana will provide some analysis of the game while Yellow, the brand's animated "spokescandy," will provide some humor. In Richmond, Va., Carmax will also set up a 15-person war room charged with finding moments to tag with #slowclap, a hashtag affiliated with the brand's Super Bowl ad. CarMaxdropped its Super Bowl ad on YouTube a week and a half before the game. Donahue says the ad has prompted a lot of opportunities for social media discussion. "We think those opportunities are going to be very prevalent during the game," she says.
  • LINDZhttp://uk.eonline.com/news/504089/pharrell-responds-to-arby-s-twitter-heckle-over-his-grammys-hat-gamely-posts-memes-of-himselfhttps://twitter.com/PharrellhatVolkswagen, for instance, is holing up 15 VW marketers and agency partners in a war room in Santa Monica, Calif., waiting for opportunities on Twitter. M&M's is setting up a war room too, but is upping its game by putting Joe Montana on its roster. Montana will provide some analysis of the game while Yellow, the brand's animated "spokescandy," will provide some humor. In Richmond, Va., Carmax will also set up a 15-person war room charged with finding moments to tag with #slowclap, a hashtag affiliated with the brand's Super Bowl ad. CarMaxdropped its Super Bowl ad on YouTube a week and a half before the game. Donahue says the ad has prompted a lot of opportunities for social media discussion. "We think those opportunities are going to be very prevalent during the game," she says.
  • LINDZhttp://uk.eonline.com/news/504089/pharrell-responds-to-arby-s-twitter-heckle-over-his-grammys-hat-gamely-posts-memes-of-himselfhttps://twitter.com/PharrellhatVolkswagen, for instance, is holing up 15 VW marketers and agency partners in a war room in Santa Monica, Calif., waiting for opportunities on Twitter. M&M's is setting up a war room too, but is upping its game by putting Joe Montana on its roster. Montana will provide some analysis of the game while Yellow, the brand's animated "spokescandy," will provide some humor. In Richmond, Va., Carmax will also set up a 15-person war room charged with finding moments to tag with #slowclap, a hashtag affiliated with the brand's Super Bowl ad. CarMaxdropped its Super Bowl ad on YouTube a week and a half before the game. Donahue says the ad has prompted a lot of opportunities for social media discussion. "We think those opportunities are going to be very prevalent during the game," she says.
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  • MARKFull-service digital communications agency; strategy-led in our approach; “Meaningful ideas intelligently delivered” = getting under the skin of the organisations we work with to understand their requirements and users’ needs; creation of digital solutions that deliver real benefit.
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  • LINDZAs Pole’s computers crawled through the data, he was able to identify about 25 products that, when analyzed together, allowed him to assign each shopper a “pregnancy prediction” score. More important, he could also estimate her due date to within a small window, so Target could send coupons timed to very specific stages of her pregnancy.One Target employee I spoke to provided a hypothetical example. Take a fictional Target shopper named Jenny Ward, who is 23, lives in Atlanta and in March bought cocoa-butter lotion, a purse large enough to double as a diaper bag, zinc and magnesium supplements and a bright blue rug. There’s, say, an 87 percent chance that she’s pregnant and that her delivery date is sometime in late August. What’s more, because of the data attached to her Guest ID number, Target knows how to trigger Jenny’s habits. They know that if she receives a coupon via e-mail, it will most likely cue her to buy online. They know that if she receives an ad in the mail on Friday, she frequently uses it on a weekend trip to the store. And they know that if they reward her with a printed receipt that entitles her to a free cup of Starbucks coffee, she’ll use it when she comes back again.“If we send someone a catalog and say, ‘Congratulations on your first child!’ and they’ve never told us they’re pregnant, that’s going to make some people uncomfortable,” Pole told me. “We are very conservative about compliance with all privacy laws. But even if you’re following the law, you can do things where people get queasy.”About a year after Pole created his pregnancy-prediction model, a man walked into a Target outside Minneapolis and demanded to see the manager. He was clutching coupons that had been sent to his daughter, and he was angry, according to an employee who participated in the conversation.“My daughter got this in the mail!” he said. “She’s still in high school, and you’re sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?”The manager didn’t have any idea what the man was talking about. He looked at the mailer. Sure enough, it was addressed to the man’s daughter and contained advertisements for maternity clothing, nursery furniture and pictures of smiling infants. The manager apologized and then called a few days later to apologize again.On the phone, though, the father was somewhat abashed. “I had a talk with my daughter,” he said. “It turns out there’s been some activities in my house I haven’t been completely aware of. She’s due in August. I owe you an apology.”After Andrew Pole built his pregnancy-prediction model, after he identified thousands of female shoppers who were most likely pregnant, after someone pointed out that some of those women might be a little upset if they received an advertisement making it obvious Target was studying their reproductive status, everyone decided to slow things down.The marketing department conducted a few tests by choosing a small, random sample of women from Pole’s list and mailing them combinations of advertisements to see how they reacted.“We have the capacity to send every customer an ad booklet, specifically designed for them, that says, ‘Here’s everything you bought last week and a coupon for it,’ ” one Target executive told me. “We do that for grocery products all the time.” But for pregnant women, Target’s goal was selling them baby items they didn’t even know they needed yet.“With the pregnancy products, though, we learned that some women react badly,” the executive said. “Then we started mixing in all these ads for things we knew pregnant women would never buy, so the baby ads looked random. We’d put an ad for a lawn mower next to diapers. We’d put a coupon for wineglasses next to infant clothes. That way, it looked like all the products were chosen by chance.“And we found out that as long as a pregnant woman thinks she hasn’t been spied on, she’ll use the coupons. She just assumes that everyone else on her block got the same mailer for diapers and cribs. As long as we don’t spook her, it works.”Soon after the new ad campaign began, Target’s Mom and Baby sales exploded. The company doesn’t break out figures for specific divisions, but between 2002 — when Pole was hired — and 2010, Target’s revenues grew from $44 billion to $67 billion. In 2005, the company’s president, Gregg Steinhafel, boasted to a room of investors about the company’s “heightened focus on items and categories that appeal to specific guest segments such as mom and baby.”
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  • LINDZWatch the video above to learn about near-field communication technology (NFC). The important thing to remember is that iBeacon is better than NFC in terms of range. iBeacons requires a physical beacon to transmit data, just as NFC requires physical NFC tags to transmit data.The main difference is that NFC only works in close proximity. NFC's range is up to 8 inches (the optimal range is less than 1.5 inches), while iBeacons' range is up to 50 meters. It's also worth noting that NFC-enabled devices require an NFC chip to transmit data. iBeacon requires only that an iPhone support BLE.6. Will iBeacon be more expensive than NFC?iBeacons is more affordable. Using the Starbucks reference again, the area of a typical Starbucks store starts at 1,700 square feet. iBeacons' range is 50 meters. Therefore, Starbucks would need one beacon at minimum for each store. Estimote is currently offering pre-orders of three beacons for $99.If Starbucks wanted to use NFC instead, it would need to put 10-cent NFC tags on every product. That mean's it would pay $100,000 for NFC tags to put on 1 million products.
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Transcript

  • 1. DRIVING ACTIONS AND REACTIONS Lindsay Herbert Mark Russell
  • 2. A BIT ABOUT PRECEDENT
  • 3. LONDON EDINBURGH CARDIFF PERTH MELBOURNE HONG KONG
  • 4. WHO WE WORK WITH
  • 5. OUR REPORTS
  • 6. THE REPORT
  • 7. • Strategy vs. reaction • How to use tactics effectively • What does it all mean? BY THE END OF THE DAY
  • 8. Precedent’s story PRECEDENT’S STORY
  • 9. Our strategy • photo of a kangaroo with a laptop OUR STRATEGY
  • 10. OUR REACTION
  • 11. STRATEG Y V S REACTION Responding to what you can’t control Setting a course based on objectives
  • 12. 1) Communicate 2) Customise 3) Create WAYS TO REACT: The 3 c’s
  • 13. WAYS TO REACT: THE TACTICS Communica te Customis e Create Digital assets Personalised experiences Device context Online services Community engagement
  • 14. TIMEFRAMES Immediate Soon This year
  • 15. COMMUNICATE, CUSTOMISE, CREAT E DRIVING ACTIONS AND REACTIONS
  • 16. NEED TO ACT IMMEDIATELY? COMMUNICAT EUse your digital assets and your community
  • 17. “We wish Cancer Research every success in their campaign and their goals. Polar bear selfies are harder to come by, though as far as we are aware none wear makeup”
  • 18. IN SUMMARY Use your digital assets and your community 1. Don’t just follow the crowd (Super Bowl) 2. Tailor content to be topical (Flickr and Polar Vortex) 3. Do better than the average Joe (TFL) 4. If you’re going to weigh in, take a stance (Ok Cupid) 5. Claim ground when you’re relevant (Cancer Selfies)
  • 19. ‘Pandaing’ craze comes to the UK Tech sector lawsuits quadruple Government pledges heritage funding An internet stunt that started in the States has reached the UK as YouTube fans take to the streets in panda costumes. The number of lawsuits in the tech sector has increased four-fold in the last year, according to legal authorities. The government has announced “an unprecedented commitment to investing in heritage across the country.” 15 May 2014
  • 20. NEED TO ACT SOON? CUSTOMISE For the user and the device context
  • 21. • Tesco bank – trend of people doing more on mobile
  • 22. Customise for the user and the device context IN SUMMARY 1. Learn to read the data (Target) 2. Adapt to feedback (TFL and Royal Yacht) 3. Optimise based on user and device context (DEC) 4. Tailor functions to real life needs (Perth and Starbucks) 5. Tackle misunderstandings head-on (Anthony Nolan)
  • 23. ‘Pandaing’ craze comes to the UK Tech sector lawsuits quadruple Government pledges heritage funding An internet stunt that started in the States has reached the UK as YouTube fans take to the streets in panda costumes. The number of lawsuits in the tech sector has increased four-fold in the last year, according to legal authorities. The government has announced “an unprecedented commitment to investing in heritage across the country.” 15 May 2014
  • 24. NEED TO ACT WITHIN THE YEAR? CREATE Build entirely new online services and offerings
  • 25. Universities rolling with the times
  • 26. Build entirely new online services and offerings IN SUMMARY 1. Don’t assume you’ll always be on top (iTunes) 2. Blend automation with engagement (McDonald's) 3. Eliminate barriers with real life (Cardiff University) 4. Adapt to changes in the sector (BMA) 5. Anticipate new tech (Moto and Hendersons) 6. Use tech to solve logistics problems (Beacons and St. Andrew’s Links)
  • 27. ‘Pandaing’ craze comes to the UK Tech sector lawsuits quadruple Government pledges heritage funding An internet stunt that started in the States has reached the UK as YouTube fans take to the streets in panda costumes. The number of lawsuits in the tech sector has increased four-fold in the last year, according to legal authorities. The government has announced “an unprecedented commitment to investing in heritage across the country.” 15 May 2014
  • 28. BUT WHAT DOES IT ALL MEAN?
  • 29. • Strategy vs. reaction • How to use tactics effectively • What does it all mean? BY THE END OF THE DAY
  • 30. STRATEG Y REACTION Responding to what you can’t control Setting a course based on objectives V S
  • 31. WAYS TO REACT: THE TACTICS Communica te Customis e Create Digital assets Personalised experiences Device context Online services Community engagement
  • 32. TACTICS FROM YOUR STRATEGY Conten t strateg y Mobile strateg y Customer experienc e strategy Personalisatio n strategy Social media strategy Digital assets Device context Online services Personalised experiences Community engageme nt
  • 33. REMEMBER THE KANGAROO?
  • 34. REMEMBER THE KANGAROO?
  • 35. LINK IN WITH US: