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Paolo Privitera - DigitalWeek 2011 - Marketing Innovation 2011 - Doochoo Pick1
 

Paolo Privitera - DigitalWeek 2011 - Marketing Innovation 2011 - Doochoo Pick1

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PaoloPrivitera - DigitalWeek 2011 - Marketing Innovation 2011 - Doochoo Pick1

PaoloPrivitera - DigitalWeek 2011 - Marketing Innovation 2011 - Doochoo Pick1

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    Paolo Privitera - DigitalWeek 2011 - Marketing Innovation 2011 - Doochoo Pick1 Paolo Privitera - DigitalWeek 2011 - Marketing Innovation 2011 - Doochoo Pick1 Presentation Transcript

    • Marketing Innovation 2011 Research, User Engagementand a Use Case: Pick1 by Doochoo Paolo Privitera Co-founder and CEO, Doochoo Head of Innovation and Emerging Media, H-art (WPP)
    • CES 2011 "The 2011 International CES was a phenomenal worldwide event that spanned global industries including technology, automotive and entertainment markets" "This global technology gathering featured more innovation, more news, more social media buzz and more international attendance than any other show in CES history". Gary Shapiro, president and CEO, CEA.© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • The numbers 2.700 250 The technology companies that showed up The number of 2011 International CES in Las Vegas to show off their new toys conference program sessions 140.000 900 The amount of industry professionals that The amount of speakers at these sessions turned up to play with them 22 158,000 The count of the "top CEOs participating in The count of CES-related tweets since keynotes" Monday 3 January© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • CES Trends - TV revolution - Innovative marketing - Touchless - Connected cars - Gadgets: wearable HW, Android embedding© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • TV - Apps© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • TV - Video Skype© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • TV - Social TV© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • TV - Ultimate Video© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Innovative Marketing 4 fun & 4 business!© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Touchless - Immersive motion© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Touchless - Kinect-like© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Connected Cars© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Gadgets© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • CES is not just about gadgets ...but why should the heads of the largest advertising and marketing companies and the most powerful marketers on earth feel the need to attend CES?© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • © H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • 20.000 new products are shrieking for attention simultaneously There is no distinction anymore between entertainment, media and advertising the line between those who make and market technology is disappearing. Marketeers have become pivotal players in Silicon Valley.© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Catching up with changes Identifying, Understanding, Activating, Responding to changes in consumer behaviour and rhythm of the culture in which we do business. • 2B consumers online • 100M new twitter accounts last year • 8M Kinect in 1st mo • 2011 mobile adv will top $1B • 2014 50% of TV will be Internet connectedchanges > responding© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Innovation by Coca Cola? Where we need to be, as strategic imperative to the company, critical need for us to stay relevant to young consumers, relative to how we should be engaging with people going forward: 1. We need to get into this environment 2. Mind expansion 3. Find out what’s out therechanges > responding > mind expansion© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • The whole world where we are just pushing messages out, is over. The whole paradigm is shifting: from creating ads to managing communities The key: 1. How you engage 2. Get sticky 3. Stay relevant to consumerschanges > responding > mind expansion > from messages to communities© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Innovation by WPP AS IS 1. Strategic thinking 2. Creative executing 3. Distribution TO BE (ON TOP) 4. Application of technology 5. Consumer insight or market research... > responding > mind expansion > from messages to communities > consumer insight + tech© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Real time Sweet spot is when you have that many people engaging with your brand willing to give feedback, how to laser in on that consumer that is on the lunatic fringe of using your product and before you know it the product has been innovated again and you need to get to the consumer quickly? getting to consumers in real-time!... > mind expansion > from messages to communities > consumer insight + tech > real-time© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Content Content can come from different sources: • consumers • third parties • independents and agencies are not anymore the only sources for that content. We need powerful brand story and has to make sense to people.... > from messages to communities > consumer insight + tech > real-time > content© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • More content Challenge for marketeers is: how do you access it (content), source it, develop it, organize it, and have and build the right system to flex it out in a contextually relevant way (meaningful to the consumer) all of that would lead to drive purchase of your brand.... > consumer insight + tech > real-time > content > manage content >© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • The elephant in the room “What was once considered intimate, is now shared among millions with a keystroke” Mark Zuckerberg The sense of who we are, what we know, what we share, what we don’t share, is changed.... > consumer insight + tech > real-time > content > manage content > changed© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Technology & Marketing Change Relationship between marketing and technology should be: 1. Cooperative TECHNOLOGY MAGIC! MARKETING 2. Innovative 3. Simple Change... > work together with marketing© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • Make the magic happen To get to higher level of consumer engagement, this should happen: 1. Global + local 2. Inspiration marketing + operational marketing 3. Timeless + relevant 4. Marketing + technology... > need of technology > work together with marketing > new ingredients > magic!© H-art 2011 | All Rights Reserved | H-art is a WPP Company
    • PICK1 by© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • UN BREVE INCIPIT Il modello del marketing tradizionale è in crisi: quest’anno per la prima volta negli US, l’online marketing spending ha superato l’advertising sui giornali, attestandosi a $62B worldwide (fonte eMarketer.com). Parallelamente, ad oggi quasi ⅓ della popolazione europea è attiva nella social cloud (Facebook e Twitter soprattutto)... e tra le altre cose esprime pareri su prodotti, servizi, eventi… in community con i propri amici. Eppure i grandi brand (prima) ed i local businesses (dopo) non hanno ancora trovato una soluzione efficace per massimizzare questa risorsa che –già oggi, anche in Italia- è uno dei più potenti driver in assoluto.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • WHAT IS PICK1? Pick1 is a tool for (1) Opinions Acquisition and Market Research (2) User Engagement and Branding (3) Retargeting and Selling Polls integrated with social networks. Pick1 is a platform to ask opinions through questions and answers. It builds over time a database of data pre-ordered in tables that can be used for semantic analysis, associated with the demographic information contained in online social networks. It is a project of Doochoo, startup founded in January 2010. The breakthrough came in recent months. In March, debuting with an initiative for a multinational. Pick1 convinced the companies by offering the engagement of the users. Four different forms of reward for those who answer the polls: a cash micro-payment (5 €/$ to 20 cents, paid through Paypal), discount and coupons for purchases, premium content or premium features. Those who answer and share the polls, then, gets additional remuneration if their friends respond."© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • POSSIBLE SCENARIOS 1 2 3 Opinions Acquisition User Engagement Retargeting Market Research Market Research + Sell Sell (Branding)© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • COS’E’ PICK1? (Italian version) (1) offre una piattaforma per fare i sondaggi su social networks (2) offre un strumento di pubblicità indiretta e bidirezionale (3) offre uno strumento valutativo del business (che può creare anche visibilità anche sui social) Applicazione di Pick1 Il concept di Pick1 consiste nel prendere il vecchio e obsoleto sondaggio, trasformandolo in uno strumento sociale di ingaggio many-to-many (tra utenti) e one-to-many (dal brand agli utenti prospect e attuali). Il tool si posiziona come strumento di marketing virale, ma con alla base un valore di market research sui dati raccolti grazie all’attività degli utenti.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • COS’E’ PICK1? (Italian version) una innovativa piattaforma per raccogliere, aggregare e condividere opinioni online. • Market research come strumento di marketing conversazionale, e viceversa… l’unione perfetta con cui brands e local businesses possono ingaggiare efficacemente i loro prospect; • A differenza delle ricerche di mercato tradizionali, PICK1 offre informazioni accuratamente validate e con un alto grado di scalabilità, il tutto in un contesto real-time e super-local; • A differenza dell’advertising tradizionale (online e offline), attraverso PICK1 i prospects interagiscono con i brands ed i local businesses solo in base a demographics ed interessi; • Gli utenti ricevono un reward (economico o in sconti/coupon) che moltiplica la conversion da prospect a customer ben oltre gli indici di riferimento. Il tutto in un contesto totalmente social e con logiche di viralità spinta.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • PICK1 FOR DUMMIES (Italian version) Il concetto chiave è: ingaggio lutente > dandogli qualcosa (reward) > in cambio di qualcosa (opinion). Cosa ottiene il brand che usa PICK1 come tool di ingaggio? ogni utente che vota/commenta crea attività automatica sulla Fan Page di FB (CRM value automatico) ogni utente che vota/commenta brandizza il suo wall con il logo delliniziativa (viral value automatico) la piattaforma aggrega i voti raccolti non solo su FB ma anche da widget/SMS (es: campagne stampa) i voti/commenti raccolti sono dinamicamente segmentati in base ai demographics degli users (market research value) lunicità del voto è garantita dal profilo FB + eventuale autenticazione via SMS (the vote uniqueness) ogni voto/commento contiene linformazione anche di dove è stato espresso (geolocalizzazione del target) il brand raccoglie le stesse info anche delle polls create dagli users in risposta (trasversalità dellazione) il brand può ricontattare per successive offerte/proposte chi ha votato liniziativa (persistenza dellazione) il brand aumenta lefficacia delliniziativa incentivando lazione con dei regali/sconti (rewarding system) offrendo sconti e promozioni speciali a fronte dellazione il brand aumenta le vendite (conversion value)© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • ALCUNI PROOF OF CONCEPTS (Italian version) 99% di accuratezza dimostrata nel predire unelezione politica ufficiale fino a 120 amici coinvolti da ogni utente se ha un ritorno di qualche tipo 5x likes raccolti (ergo brand awareness plus extra virality) che non appoggiandosi esclusivamente a Facebook Aumento SEO: “www.pick1.com/anyname” viene catapultato nei primi 10 risultati di Google© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • USE CASE: FIAT (Italian version) Dinamica di Funzionamento Quello che segue è un’ipotesi presentata a scopo puramente esemplificativo • Il questionario viene presentato sotto forma di “social game”, appoggiato sulla FanPage di Facebook ma attraverso PICK1 può essere creata una splash page apposita, o un widget da localizzare nei siti corporate di FIAT500, sul canale twitter o ancora –attraverso l’integrazione con SMS e 1ring.com- i commercial TV istituzionali. Tutti queste modalità funzionano da collettori verso lo stesso oggetto. • Virtualmente si potrebbe chiedere agli utenti di fare uno squillo dal proprio cellulare (senza nemmeno spendere lo scatto della chiamata) esattamente nel momento in cui il commercial TV viene trasmesso, per dare il proprio voto e guadagnare di contro un reward che può essere lo sconto sull’acquisto di una 500, oppure l’invito ad un evento speciale o semplice merchandising. • Collegando il profilo Facebook per reclamare il reward, oppure votando direttamente dalla Fan Page di FIAT500, lo stesso utente diventa un driver di viralità perché ‘brandizza’ il suo profilo con il logo dell’iniziativa legato all’azione appena compiuta (un voto, un commento, un reward, etc). • Le persone che vedono l’azione compiuta dal loro amico ed affini ai valori trasmessi da FIAT500 cliccano a loro volta, e così via. Quindi il meccanismo è allo stesso tempo un modo per conoscere meglio i 150k contatti della FanPage ingaggiandoli direttamente, ed un modo per capitalizzare a) i Fan stessi incentivati l’acquisto, b) il loro network di amici che diventa network di FIAT500.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • PICK1 PARADIGMA EXPLAINED! Actors (1) Brands (2) Users Marketing technology and key terminology - consumer engagement - retargeting (stay in front of your audience after they leave your website, and sell!)The Doochoo flow (1) Brand ask Users (engagement) (2) Users answer to Brand (opinions!) + go to 5) and 6) (3) Brand rewards User (reward) (4) User buys from the Brand (sale!!!): the User WIN! & the Brand WIN! (5) User shares the action (opionion + reward) in the social networks (viral marketing) (6) Brand profiles the User [for future marketing, targeting, upselling] (profilation)© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • PICK1 FLOW !© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • WHO IS GETTING WHAT? !© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • NEW COMMUNICATION CHANNEL Pick1 “magic pipe” ? (ASK) ! ! (ANSWER) $ (REWARD) $ (BUY)© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • NEW COMMUNICATION CHANNEL 1 [?] ASK 2 [!] ANSWER 3 [$] REWARD 1 4 [$] BUY 5 [:)] HAPPY 6 [∞] LOOP! THE GAME RESTART 7 [+$] EXTRA REWARD !© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • © Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • © Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • © Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • © Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • HOW and WHERE (all this happen) ? Pick1 works with cross-media multiple touchpoints Web Site: brand website or blog using NFC (Near Field Communication) and Bluetooth QR codes 1 Social Media: on the brand fan page on FaceBook / LinkedIn / Twitter OOH / DOOH billboards and panels (Out Of Home / Digital Out Of Home) Phones (cell or landline): free phone rings, via 1Ring.com - Doochoo partner Online Advertising Videos and Video Ads (embedded or hyperlinked) Email Marketing (newsletters or in email signatures) Webinars and Teleclasses Customer Service Press Releases Invoices© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • HOW TO REACH YOUR AUDIENCE ? What is a Touchpoint? Touchpoint is any instance when a client or potential client comes into contact with your company. Touchpoints are used prominently with offline businesses, particularly in the retail industry, on receipts, bags, signage, customer service counters, etc. The goal is to help customers recognize and remember the brand. But touchpoints can also be a valuable way for online businesses to build brand loyalty and trust. Any marketing communication, across all channels, 1 that ultimately leads to the desired customer action.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • HOW TO REACH YOUR AUDIENCE ? Customer Engagement context. CE aims at long-term engagement, encouraging customer advocacy through word-of-mouth. 1 Customer Engagement (CE) is the descriptor for new marketing strategies that engage customers on their own terms. CE refers to the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline. Customer engagement marketing places conversions into a longer term, more strategic loyalty and Due to the fragmentation and specialisation of media and audiences, as well as the proliferation of community- and user generated content, businesses are increasingly losing the power to dictate the communications agenda. Simultaneously, lower switching costs, the geographical widening of the market and the vast choice of content, services and products available online have weakened customer loyalty. So today, leveraging customer contributions (aka opinions) is an important source of competitive advantage – whether through advertising, user generated product reviews, customer service FAQs, forums where consumers can socialise with one another or contribute to product development.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • HOW TO REACH YOUR AUDIENCE ? Customer Engagement Cycle 1. Awareness 2. Consideration 3. Inquiry 4. Purchase 5. Retention 1© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • HOW TO REACH YOUR AUDIENCE ? Customer Engagement Types customers increases the rate of customer retention. Word of Mouth advertising - advocacy: Highly engaged customers are more likely to engage 1 Engagement is a holistic characterisation of a consumers behaviour, encompassing a host of sub-aspects of behaviour such as loyalty, satisfaction, involvement, Word of Mouth advertising, complaining and more. Satisfaction: Satisfaction is simply the foundation, and the minimum requirement, for a continuing relationship with customers. Engagement extends beyond mere satisfaction. Loyalty - Retention: Highly engaged consumers are more loyal. Increasing the engagement of target in free (for the company), credible (for their audience) Word of Mouth advertising. This can drive new customer acquisition and can have viral effects. Awareness - Effectiveness of communications: When customers are exposed to communication from a company that they are highly engaged with, they tend to actively elaborate on its central idea. This brings about high degrees of central processing and recall. Filtering: Consumers filter, categorise and rate the market from head to tail, creating multiple, overlapping folksonomies through tagging, reviewing, rating and recommending. Complaint-behaviour: Highly engaged customers are less likely to complain to other current or potential customers, but will address the company directly instead. Marketing intelligence: Highly engaged customers can give valuable recommendations for improving quality of offering.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • WIN-WIN PROPOSITIONS WIN-WIN propositions for Brands 1. better communication → new communication channel between brands and users 2. innovative marketing and branding → getting to people in innovative ways, engagement of the users 3. real-time market research → people are highly engaged, offering their opinions and being rewarded, double engagement 1 4. more selling opportunities: quick conversions and sales → people will be more bound to buy from the brand with discounts and special offers© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • WIN-WIN PROPOSITIONS WIN-WIN propositions for Users 1. get satisfaction → speak to brands in innovative ways, and feel actively engaged 2. make 3. be 1 money! → people are rewarded for their opinions influential → share with the community (double reward) → because the community doesn’t know it yet + content is an excuse and opportunity to create context and to create relationships and strengthen ties© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • IT’S THE CONTEXT, STUPID! from now. The scarce resource will not be stuff, but point of view. Content is an excuse and opportunity to create context and to create relationships and strengthen ties 2 “Its the content, stupid.” This catchy apothegm, now the mantra of an infant new media industry, is chanted by entrepreneurs, uttered sagely over Chardonnay in Malibu, and discussed intently by strategists in the boardrooms of media mega- conglomerates. (...) It is not content but context that will matter most a decade or so “The importance of the content and vastly underestimate the desire of users/people to communicate with each other and share is over-estimate. (…) One way to think about this evolution is that as we empower the user through better computers and better networks, we are going from content to context … It is becoming less and less about content and more and more about context…” - Joichi Ito© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • CREATE! SHARE! SELL! Pick1 Rewarding for dummies 1. go to www.pick1.com *** 2 2. Create your poll (a question, type some possible answers or leave it empty) 3. Attach your reward (upload a pdf or jpg file with the explanation of the gift) 4. Share it! (invite a private list of friends or share it publicly on the social networks) 5. Start receiving votes (go on your Pick1 dashboard and stare at it!) 6. and start making money! (engaged users will buy at your business redeeming the coupon they received from you) *** Pick1.com is just one of the possible “clients” / application / interface to interact with the Doochoo user engagement platform. Doochoo and Pick1 features can be used via API, widgets or specific niche or whitelabel applications.© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • CREATE! SHARE! SELL! Pick1 Rewarding for dummies Attach a reward coupon to your poll to engage friends and people! When they vote, they will receive your reward as a token of appreciation. You can create and attach a reward coupon, such a discount or free gift, to be used as a printable pdf or digital coupon code. It can be redeemed by the user at your business, retail store, or website, or at your convenience. Its the perfect engagement tool to attract more visitor to your business or website, or just simply to engage users to vote your poll. Its the latest frontier of marketing, and its a win win for both the voter and poller. The user will receive 2 the reward after the vote has been casted. Happy engagement!© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • © Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • © Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation
    • Would you use Pick1 for your Business?ANSWER HERE Paolo Privitera Co-founder and CEO, Doochoo Head of Innovation and Emerging Media, H-art (WPP) Contact me pppaolo@gmail.com Link me linkedin.com/in/paolopriviterahttp://www.pick1.com/poll/478 Add me facebook.com/pppaolo Follow me twitter.com/pppaolo :) Thank you