Ann Arbor Spark Marketing Roundtable June, 9 2009 Insight Gathering & Campaign Measurement

Panel introduction Marc Paulenich Managing Director of Insights Teach for America [email_address] www.teachforamerica.org Scott Hauman shauman@daggerfin.com Director, Brand Strategy www.daggerfin.com Daggerfin @twitter.com/daggerfin Lori Dixon, PhD. Principal Great Lakes Marketing ldixon@greatlakesmartketing.com www.greatlakesmarketing.com

Impact your operations today Learn from experts in the field on how to: Gather insights to help shape your business strategies Measure your campaign results Embrace a feedback culture

Learn from experts in the field on how to:

Gather insights to help shape your business strategies

Measure your campaign results

Embrace a feedback culture

Simple truths Consumers change every day - their needs and desires morph Consumers today want and expect to have a voice in the growth and evolution of their coveted brands Gathering insights and campaign measurement is all about making your product or brand better serve the needs of your target consumer

Consumers change every day - their needs and desires morph

Consumers today want and expect to have a voice in the growth and evolution of their coveted brands

Gathering insights and campaign measurement is all about making your product or brand better serve the needs of your target consumer

Insights can be found everywhere

Simple, cost effective insight-gathering tools Kluster is a group decision-making platform that helps bubble up new ideas and see which ones fly. Kluster.com | Free to $27/month Huddle provides simple, secure online workspaces containing project and collaboration tools. Huddle.net | Free to $98/month Zoomerang is an online survey provider with access to advanced reporting tools. Zoomerang.com | Free to $199/year IdeaScale powers feedback communities. Users submit ideas while the community comments and votes on the ideas. Ideascale.com | Free to $100/month Competitous is a web-based service that provides your company with the ability to collaboratively share and manage competitive knowledge. Competitious.com | Free The Archivist is a tool for mining for Tweets, saving them and exporting them to Excel for reporting purposes. Flotzam.com/archivist | Free

Great, free listening tools Google Alerts allows you to easily target keywords that are important to your brand and receive streaming or batched reports. Google.com | Free Technorati is the leading blog search engine. Technorati.com | Free Jodange. Through its TOM (Top of Mind) app, you can track consumer sentiment about your brand or product across the Web. Jodange.com |Free for 30 days Trendrr allows you to know how your brand or product is trending. It uses comparison graphing to show relationships and discover trends in real time. Use the free account, or bump it up to the Enterprise level for more functionality. Trendrr.com | Free Lexicon searches Facebook walls for keywords and provides a snapshot of the chatter volume around those terms. Facebook.com/lexicon | Free Monitter. Beyond the integrated search of Twitter apps like Twhirl and TweetDeck, Monitter provides real-time monitoring of the Twittersphere. Monitter.com | Free

Embrace a feedback culture Empower everyone to observe, collect and share Prototype and test new ideas, scenarios, and experiences Winning brands today realize they are always in beta mode Work with a trusted research partner for guidance and inspiration

Empower everyone to observe, collect and share

Prototype and test new ideas, scenarios, and experiences

Winning brands today realize they are always in beta mode

Work with a trusted research partner for guidance and inspiration

Lori Dixon, PhD. | Great Lakes Marketing

Great Lakes Marketing We exist to help organizations make better decisions What is the cost of a mistake or missed opportunity? Who we are What we do How we do it

We exist to help organizations make better decisions

What is the cost of a mistake or missed opportunity?

Who we are

What we do

How we do it

Food for thought GLM Philosophy about Measurement Collect data to use data Organization's DNA Environment of acceptance The market is dynamic (even if you are not) F (noise) F (competition) Measurement must be planned F (goals) F (reach) F (influencers)

GLM Philosophy about Measurement

Collect data to use data

Organization's DNA

Environment of acceptance

The market is dynamic (even if you are not)

F (noise)

F (competition)

Measurement must be planned

F (goals)

F (reach)

F (influencers)

Still chewing... GLM Philosophy about Measurement Now more than ever F (uncontrolled information flow) F (uncensored experts) F (speed of info transfer)

GLM Philosophy about Measurement

Now more than ever

F (uncontrolled information flow)

F (uncensored experts)

F (speed of info transfer)

Case study Background of Client (TC) Goals Understand where the market is today Learn where the market can be taken and how quickly Measure impact of campaign Refine campaign Justify dollars

Background of Client (TC)

Goals

Understand where the market is today

Learn where the market can be taken and how quickly

Measure impact of campaign

Refine campaign

Justify dollars

Research platform Awareness of information sources Respect for the market’s voice Integrated measurement plan

Awareness of information sources

Respect for the market’s voice

Integrated measurement plan

Research process Internal Compression Planning SWOT Competitive analysis Hopes/dreams/fears

Internal Compression Planning

SWOT

Competitive analysis

Hopes/dreams/fears

Research process Focus Groups Participants: Users and Influencers Viewers: Staff, Board and Consultants To learn: What do they think? What do they think they know ? What missing info is most detrimental?

Focus Groups

Participants: Users and Influencers

Viewers: Staff, Board and Consultants

To learn:

What do they think?

What do they think they know ?

What missing info is most detrimental?

Research process Telephone Survey Review of options Web Mail Goals Quantify focus group Baseline metrics Prioritize messages

Telephone Survey

Review of options

Web

Mail

Goals

Quantify focus group

Baseline metrics

Prioritize messages

Research process

Value of research Metrics that lead to strategic initiatives Increase in percent who would contact hospice Increase in awareness of marketed services Increase in those taking ownership in decision Identification of market variances in awareness Increase in name recall Increase in those who name TC as resource “ Our success is the result of all of us working together as a team on a common mission – to achieve the vision of being the best hospice provider in the state.” - TC CEO

Metrics that lead to strategic initiatives

Increase in percent who would contact hospice

Increase in awareness of marketed services

Increase in those taking ownership in decision

Identification of market variances in awareness

Increase in name recall

Increase in those who name TC as resource

Marc Paulenich | Teach For America

A national corps of top college graduates who commit to teach for at least two years in low-income communities and become lifelong leaders in the effort to expand educational opportunity. By the numbers: Founded in 1990 35,000+ applications in 2008 7,300 corps members 100 school districts in 27 states 14,000+ alumni

A national corps of top college graduates who commit to teach for at least two years in low-income communities and become lifelong leaders in the effort to expand educational opportunity.

By the numbers:

Founded in 1990

35,000+ applications in 2008

7,300 corps members

100 school districts in 27 states

14,000+ alumni

Insights: part of our DNA Disciplined Thought: We think critically and strategically in search of the best answers and approaches, reflect on past experiences and data to draw lessons for the future, and make choices that are deeply rooted in our mission.

Disciplined Thought: We think critically and strategically in search of the best answers and approaches, reflect on past experiences and data to draw lessons for the future, and make choices that are deeply rooted in our mission.

Insights – an organizational necessity Why the emphasis? • Need for marketing efficiency • Changing U.S. demographics • Intense competition for talent, private donations • Growing power of word-of-mouth • Product/service improvement and innovation • Changing societal and economic trends • Marketing transition from exposure to dialogue

Why the emphasis?

• Need for marketing efficiency

• Changing U.S. demographics

• Intense competition for talent, private donations

• Growing power of word-of-mouth

• Product/service improvement and innovation

• Changing societal and economic trends

• Marketing transition from exposure to dialogue

The consumer-driven mindset Integrating voice of the consumer into business: For all strategic decisions – not just marketing More than “getting and testing ideas” Is a continuous, cyclical process

Integrating voice of the consumer into business:

For all strategic decisions – not just marketing

More than “getting and testing ideas”

Is a continuous, cyclical process

Entrepreneurs & insights Of critical importance – using insights to: Create customer equity within the organization Monitor/optimize the brand experience Translate technical benefits into consumer benefits Build advocacy among audiences

Of critical importance – using insights to:

Create customer equity within the organization

Monitor/optimize the brand experience

Translate technical benefits into consumer benefits

Build advocacy among audiences

Entrepreneurs & insights The good news: You have more tools at your disposal than you think Information is more readily available than ever before Customer intimacy isn’t always expensive

The good news:

You have more tools at your disposal than you think

Information is more readily available than ever before

Customer intimacy isn’t always expensive

Use feedback as a pipeline for innovation

Build a customer community Concept: Create an advisory board of consumers to provide ongoing feedback Complements traditional research and promotes : Co-creation Collaboration Connection Particularly helpful for difficult-to-research audiences, B2B firms as well

Concept: Create an advisory board of consumers to provide ongoing feedback

Complements traditional research and promotes :

Co-creation

Collaboration

Connection

Particularly helpful for difficult-to-research audiences, B2B firms as well

Self-developed panels of more than 750,000 teens and moms Participate in decisions such as: Choosing background music for commercials Co-developing marketing messages and taglines Picking models for marketing materials

Self-developed panels of more than 750,000 teens and moms

Participate in decisions such as:

Choosing background music for commercials

Co-developing marketing messages and taglines

Picking models for marketing materials

Merge research with word-of-mouth Old view New view Idea: Leverage consumer involvement in research as a means to grow online advocacy among social media.

Old view

Case in point: Fiesta Movement

Engage and understand key influencers Not all customers are equal Estimates: 1 in 10 consumers influence the decisions made by the other 9 Understand who they are – and what they are saying about your brand

Not all customers are equal

Estimates: 1 in 10 consumers influence the decisions made by the other 9

Understand who they are – and what they are saying about your brand

Director taps into loyal fan community during pre-production for input Fans make decisions related to character design, plot Dissenters reduced; pre-film buzz spikes online

Director taps into loyal fan community during pre-production for input

Fans make decisions related to character design, plot

Dissenters reduced; pre-film buzz spikes online

Case in point Utilizes Net Promoter Score to measure brand advocacy, satisfaction and loyalty Asks a single question (likelihood to recommend) on a scale of 0 to 10. % Promoters (9s and 10s) are subtracted from Detractors (0s through 6s) Research suggests is more predictive of growth than any other metric in most industries 9’s and 10’s = 80% of positive word-of-mouth Simple method for gauging the commitment of those involved in our movement

Utilizes Net Promoter Score to measure brand advocacy, satisfaction and loyalty

Asks a single question (likelihood to recommend) on a scale of 0 to 10. % Promoters (9s and 10s) are subtracted from Detractors (0s through 6s)

Research suggests is more predictive of growth than any other metric in most industries

9’s and 10’s = 80% of positive word-of-mouth

Simple method for gauging the commitment of those involved in our movement

Don’t just look outside the organization If you can’t talk to your customer, talk to those closest to them Front-line employees are in the best position to speak to consumer needs, motivations and barriers Other purposes: - Engagement and buy-in - Assessing brand delivery - Cross-functional dialogue - Stimulating creativity

If you can’t talk to your customer, talk to those closest to them

Front-line employees are in the best position to speak to consumer needs, motivations and barriers

Other purposes:

- Engagement and buy-in

- Assessing brand delivery

- Cross-functional dialogue

- Stimulating creativity

Blue Shirt Nation Internal social network for employees to voice complaints about policy, make suggestions, optimize operations Provides a pipeline for internal innovation and employee participation TagTrade Portal creates faux company “stock market” where employees are given $1 million to invest in projects, products and strategies Community rightly forecasts new GeekSquad offering at -33% than management team, prompting further investment

Blue Shirt Nation

Internal social network for employees to voice complaints about policy, make suggestions, optimize operations

Provides a pipeline for internal innovation and employee participation

TagTrade

Portal creates faux company “stock market” where employees are given $1 million to invest in projects, products and strategies

Community rightly forecasts new GeekSquad offering at -33% than management team, prompting further investment

Get out of the laboratory Observe your customer in a more natural context, where they live, while they shop or while using the product Particularly useful when exploring a new market or when there is little existing understanding

Observe your customer in a more natural context, where they live, while they shop or while using the product

Particularly useful when exploring a new market or when there is little existing understanding

Case in point Twice annually, marketing team members sit in on recruiter-student conversations Results: Grounds team members in the reality of student conversations Creates understanding deeper than a spreadsheet Provides clarity around utility of communications

Twice annually, marketing team members sit in on recruiter-student conversations

Results:

Grounds team members in the reality of student conversations

Creates understanding deeper than a spreadsheet

Provides clarity around utility of communications

Parting Thoughts If marketing today is about community and conversation, then shouldn’t our research methods reflect that? Balance polling with participation; external with internal; the top-down with the bottom-up Integrating the voice of the consumer into the organization is not easily achieved – it represents a seismic cultural shift “ The aim of marketing is to know and understand the consumer so well that the product sells itself.” -Peter Drucker

If marketing today is about community and conversation, then shouldn’t our research methods reflect that?

Balance polling with participation; external with internal; the top-down with the bottom-up

Integrating the voice of the consumer into the organization is not easily achieved – it represents a seismic cultural shift

Questions & Answers

Thank you.