Get in the Game: Are You Missing the Mark Online?
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Get in the Game: Are You Missing the Mark Online?

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Resource Interactive
Tip Rose, Director of Branded Manufacturing & Service
Molly Metzger, Experience Strategist

Bazaarvoice
Chad Bockius, Director of Product Marketing

Competition among manufacturing brands is fierce. Televisions, kitchen appliances, flooring, electronics...it's a crowded market amongst each category, and most manufacturers are missing out on a prime opportunity to get ahead in the game the digital channel.

In this presentation, we:
- See how manufacturers successfully use the digital channel
- Gain insights and specific tactics on how you can take advantage of the digital channel
- Look into what's next as we reveal emerging technologies that heighten consumer empowerment

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    Get in the Game: Are You Missing the Mark Online? Get in the Game: Are You Missing the Mark Online? Presentation Transcript

    • Get in the Game: Are You Missing the Mark Online? Presented by Resource Interactive & Bazaarvoice June 25, 2009 COPYRIGHT 2009 RESOURCE INTERACTIVE. PROPRIETARY AND CONFIDENTIAL.
    • • Monthly webinar series • iCitizen mission: Take a deep dive into the opportunities and challenges offered by the new breed of consumer—the iCitizen • Topics ranging from social media to consumer personas and beyond • 2010 Symposium back in Columbus, Ohio • For more information, visit: www.resource.com/icitizen
    • speakers Tip Rose, Director of Branded Manufacturing and Services Molly Metzger, Experience Strategist Chad Bockius, Director of Product Marketing
    • agenda • Manufacturers and Digital Media • The OPEN Assessment • Get In The Game – Bazaarvoice • What’s Next • Getting Started • Questions
    • MANUFACTURERS AND DIGITAL MEDIA
    • importance of a manufacturer’s website Source: Forrester Research
    • importance of a manufacturer’s website Source: Channel Intelligence & Forrester Research
    • why digital? • Enables manufacturers to speak directly to consumers • Allows manufacturers to pre-sell their products and brand to consumers • Can provide manufacturers with customer data that they otherwise would need to rely on their retail partners for • Can provide dealers / channel partners with easy access to marketing and sales assets
    • digital is the connector BUILD RELATIONSHIPS ENABLE DRIVE SELF-SERVICE TRIAL DRIVE ENABLE SALES ADVOCACY FACILITATE PROVIDE PORTABILITY SOLUTIONS TARGET MESSAGES Web-and-Spoke Model Source: Resource Interactive, 2008
    • evolution of manufacturers online • 2007 Resource Interactive study revealed that manufacturers were behind their retail and CPG counterparts when it came to their online experience • Have seen improvement over last 24 months as manufacturers have begun to understand the value of their online assets • Leveraging more sophisticated technology such as Bazaarvoice and Endeca to provide better decision support for users • Looking to the web as a way to effectively launch new products (ie Turbo Chef, Philips) • Beginning to test social media and mobile as additional ways to connect with potential buyers • Adding eCommerce functionality despite perceived channel conflict
    • opportunities still exist • Organizational silos continue to limit online customer experience • Limited staffing as compared to retail counterparts makes it challenging for manufacturers to keep content fresh • Little use of existing online communities (facebook, myspace, etc) to support brand - build vs. leverage mentality • Not leveraging feedback in meaningful way • Little drive-to-site focus as part of advertising messaging / communications
    • THE O.P.E.N. ASSESSM ENT
    • what is OPEN?
    • On-Demand Personal Engaging Networked Defining Traits of O.P.E.N. • Efficiency • Acknowledgement • Participation • Self-expression • Ease • Dialogue • Belonging • Ego gratification • Control • Customization • Immersion • Portability • Findability • Privilege • Entertainment • Community • Instantaneousness • Popularity • Inspiration • Meaningful change A strategic framework to fuel relevant experiences for the social-web empowered consumer and communities.
    • WORLDVIEW OF A WORLDVIEW OF CLOSED BRAND AN OPEN BRAND Fosters Communities Targets Consumers of Consumers Monologue Dialogue / Trilogue Awareness Engagement Push Pull Guarded Communications Transparent Communications Created by Marketers Co-created with Consumers Brand Management Brand Stewardship
    • AWARENESS CONSIDERATION SELECTION PURCHASE LOYALTY Mass Friends & Store At-shelf/on- Media Neighbors staff pack message messaging Impact of traditional brand communications at the onset of the consumer purchase journey is decreasing
    • a new consumer journey Facebook page Mobile Facebook fan page Store visit Ratings Search & result reviews Web site LISTEN BUILD FACILITATE SUPPORT REENGAGE & & LEARN AWARENESS PARTICIPATION PURCHASE EMPOWER
    • O.P.E.N. assessmentSM methodology • Scored 15 sites within three overarching categories (major appliances, outdoor & consumer electronics) • Auditors were given a specific task to complete that was consistent across the sites they reviewed (i.e. interested in purchasing a flat-panel TV) • Auditors were focused on a single category for their review • Sites were scored using a 1-5 scale on each of the four OPEN criteria (On-Demand, Personal, Engaging, Networked)
    • On-Demand
    • on-demand • Had the highest scores overall as manufacturers have improved their product selection and how to buy content • Major Appliances stood out as they have done an exceptional job at making their product the hero and visualizing it in a myriad of room settings and colors • Consumer Electronics stood out for their how-to-buy content but overall are falling behind their manufacturing peers in terms of overall ease-of-use
    • on-demand: GE
    • on-demand: Char-Broil
    • on-demand: Sony
    • on-demand: Samsung
    • Personal
    • personal • Scores were low across the board, with the Major Appliances manufacturers being the lowest • Loyalty programs were common – particularly within Consumer Electronics – but most had a hard time communicating their value to the user • Samsung’s Ask & Answer stood out among the crowd in addition to its ratings and reviews • Weber & Char-Broil both stood out for their dialogue with consumers
    • personal: Panasonic
    • personal: Weber
    • personal: John Deere
    • Engaging
    • engaging • Scores were much more sporadic within this area • Despite having leading edge products, the Consumer Electronics sites we reviewed were severely lacking in their ability to engage users’ interest • Sub-Zero & Char-Broil stood out from the pack with highly engaging experiences that were specific to their brand • While product demos were common, Weber, Char-Boil and John Deere stood out as they showed demos featuring the product in use – although this was not consistent across products
    • engaging: Sub-Zero
    • engaging: Whirlpool
    • engaging: Toro
    • Networked
    • networked • Scores were the lowest within this criteria, signaling a significant opportunity for manufacturers • With the exception of Weber Nation, the outdoor category scored surprisingly low given the level of enthusiasm associated with the category • KitchenAid stood out as a bright spot with its high traffic discussion forums and use of Facebook & YouTube • All of the brands we reviewed who were attempting to develop a community were doing so via creating their own community – an expensive option in today’s networked world
    • networked
    • networked
    • networked
    • GET IN THE GAME – BAZAARVOICE
    • word-of-mouth is highly positive » 80% of all reviews are positive » Average rating of 4.3 out of 5 across all customers
    • advocates want to connect at your site
    • Nike ratings & reviews
    • impact of ratings & reviews Engagement 74% higher engagement with reviews compared to marketing copy alone Purchase Intent 82% increase in “buy now” click throughs In-Store Sales 44% increase by leveraging review content on shelf tags Direct Conversion 35% higher conversion site wide Confidential and Proprietary. © 2007 Bazaarvoice, Inc. 44
    • Samsung ask & answer
    • impact of ask & answer Capture an entirely new audience Only 4% of question askers have previously written a review Reduce pre-sale calls Products with 3 or more question and answers saw 81% decrease in call center volume Increase sales Products with 2 or more answers saw a 22% increase in conversion Confidential and Proprietary. © 2007 Bazaarvoice, Inc. 46
    • more reviews = more sales Source: Bazaarvoice analysis of cross-section of Bazaarvoice clients
    • Epson review syndication
    • WHAT’S NEXT
    • leverage existing communities
    • extend the customer’s voice
    • reach through the channel to help customers buy
    • GETTING STARTED
    • get started • Understand the value/purpose of your website • Conduct an OPEN Assessment to understand gaps in current experience • Start a dialogue with your customers online • Amplify your customer’s voice (i.e., mobile, syndication) • Learn from each customer engagement
    • dialog Let’s talk.
    • thank you GET AN OPEN ASSESSMENT START THE CONVERSATION trose@resource.com chad@bazaarvoice.com www.resource.com/icitizen