Consumer EngagementAd Tech TokyoSept 09                                         WWW.F5DC.COMGregory.birge@f5dc.com   +65 9...
The Rise of Consumer Engagement                                                                                           ...
Consumer Engagement : give control       Create a unique relationship with consumers based on trust where consumer decide ...
Our job is to                                                                                            spot the         ...
2010 engagement paradigm                  Consumer is                  the center of                  the Strategy        ...
10 rules for a successful engagement1)          Be real, do not lye                                             6)    Deve...
Engagement planning process                                   Strategy                                 Concept        Tact...
Engagement campaign example : Philips               Engagement               Retention                                    ...
THANKS                                         WWW.F5DC.COMGregory.birge@f5dc.com   +65 9111 6849
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F5Digital Adtech Tokyo09_v1.0

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F5Digital Adtech Tokyo09_v1.0

  1. 1. Consumer EngagementAd Tech TokyoSept 09 WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  2. 2. The Rise of Consumer Engagement Rise of Consumer Engagement CRM and online Direct Loyalty schemes Mass marketing communication 50s and 60s 70s and 80s 90s 2000s 2010s Rise of products, brands Rise of direct marketing Rise of loyalty programs Notion of Consumer Endorsement and and communication centric and evolution of enhancement of brands by dynamic interaction consumers Media centric Segmentation, 4Ps Systems, database, Customer relationship NPS centric analysis© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  3. 3. Consumer Engagement : give control Create a unique relationship with consumers based on trust where consumer decide and choose his own way in a controlled airspace BRANDS CONSUMERS   Asset creation   Fly his own plane with his own way   Product manufacturing   Decide about his way among brands   Communication setup   Ask for more information (contact the tower control)   Give control to the consumer   Rely on the brand for guidance if needed© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  4. 4. Our job is to spot the consumer among the innovations© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  5. 5. 2010 engagement paradigm Consumer is the center of the Strategy Strategy is the center of the Tactics Tactics is the center of the innovation© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  6. 6. 10 rules for a successful engagement1)  Be real, do not lye 6)  Develop cross media tactics2)  Accept consumer critics 7)  Focus on consumer real needs3)  Answer consumer questions 8)  Adapt your message to the chosen media4)  Do not be silent 9)  Test new things5)  Stop the PUSH only media 10)  Learn from your customers © F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  7. 7. Engagement planning process Strategy Concept Tactics Creative Measure Next Evaluate consumer and brand needs Map all tactics and creative with objective How to maintain the relation ? Define contact points Answer the questions : Why and How ?  Understand the company strategy Content   Answer when consumer engages  Define the engagement concept   Content is the most critical part   Do not spam  Create a contact strategy / audience   Update and maintenance of the content   Re contact for Xpromo if agreed  Integrate the elements in global plan   Style and technical details in line with planning   Learning of engagement  Define an timed implementation plan Promotion  Allocate resource to manage dialog   Promotion of the respective tactic  Ensure communication goes two ways   How consumer will know about it ?   Why will they be interested ?   Will they forward it to friend ?   Will they engage the brand ? © F5DC 2009, all rights limited, reproduction forbidden without approval
  8. 8. Engagement campaign example : Philips Engagement Retention Conversion Misconception engagement Philips.com campaign site Roadshow Music engagement Philips catalog product Communities Personal accountConfidential F5 for Philips online team, July 09
  9. 9. THANKS WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849

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