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Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
Driving Consumer Engagement
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Driving Consumer Engagement

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Importance of Consumer Engagement in the digital innovation world. How to use the new media ?

Importance of Consumer Engagement in the digital innovation world. How to use the new media ?

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  • 1. Driving Consumer Engagement French Chamber of Commerce Friday 5th 2010 Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM
  • 2. 2 years ago….:=) Consumers Online © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 3. In case you been sleeping so far…:=) © jess3.com, Youtube, state of internet © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 4. ONLINE HAS BEEN EMBRACED © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 5. ”It is no longer about what your brand does to the consumer but what consumers are doing to and with your brand.” - Mark Earls author of Herd, How to Change Mass Behaviour by Harnessing our True Nature © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 6. Marketers used to be in charge BRANDS CONSUMERS © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 7. TRUST ME PUSH ONE WAY ADVERTIZE AUTHORITY INTRUSIVE MASS © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 8. Consumers are now in charge BRANDS CONSUMERS © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 9. TARGETED DIALOGUE RICH INTEGRATION GIVE CONTROL INSTANT © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 10. The way you might understand me © F5DC 2010 all rights limited, reproduction forbidden without approval
  • 11. Don’t have the wrong good idea © F5DC 2010 all rights limited, reproduction forbidden without approval ✗ WWW.F5DC.COM
  • 12. At least personalize the communication… © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 13. Supporters of Jiří Paroubek Don’t : LIE But : Tell the truth on your campaign Company : Date : How they did it : Czech Politicians Jan 2010 ✗ Campaign objective : Get supporters for Jiří Paroubek.   Set up a group to recruit people who were interested in winning an iPhone  After 70,000 joined, group was renamed to fan-site of Czech Social Democrat leaderJiří Paroubek Results :   A wave of egg-throwing attacks on pre-election campaign meetings of the CSSD was organized in FB subsequently Why it failed:   Misled users to join a group with a cause they did not believe in   Made users feel that they are lied to and cheated © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 14. iYomu Don’t : Mislead But : Find real interest Company : Date : How they did it : Aug 2007   Designed a prettier site in flash   Restricted users under 18 ✗ New Zealand based start up Campaign objective : Social network for older sets   Launched website with a $1 million give-away Results :   Only 100,000 members joined   No frequent users   Group closed in less than a year Why it failed:   Did not offer anything new to user   Has a pretty but impractical interface   Tedious questionnaire with no clear purpose   User who won competition was removed – rigged competiton © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 15. AMP UP Before You Score Don’t : Go for the BIG idea But : Be relevant Company : Date : How they did it : Pepsi Campaign objective : App to cater to young males Oct 2009   Categorized women into 24 types with related information and how to ‘score’ these women ✗  ‘Brag List’ to keep track of girls they’ve gotten ‘lucky’ with Results :   Blogs and mainstream press forced Pepsi to remove app and the offensive material Why it failed:   Created sexism and stereotypes   Negative impact associated with brand  Tasteless idea © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 16. Having website, Facebook application, augmented reality, Twitter feed does not solve your problems © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 17. Do not fall in the (easy) trap   Push Message Pretend to listen to people   Abuse social media Push product and pretend to listen   Limit the feedbacks Censorship ways   Stay mass Consider one consumer , one profile   Cut and Paste Import the new TV ad to a nice banner   Lie about yourself Be true to your genes and message © F5DC 2010 all rights limited, reproduction forbidden without approval
  • 18. INNOVATIONS ARE NOT LIKE TOYS © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 19. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 20. www.studiopress.com : $250 website © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 21. www.highwire.com : $50 / month © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 22. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 23. 2010 engagement paradigm The secret to prepare a good campaign consumer is the center of strategy consumer strategy is the center of the tactics strategy tactics innovation tactics is the center of the innovation © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 24. We need a proper approach 1 STRATEGY © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 25. Make the consumer life easy Listen to consumer and embrace them Simple Relevant Personalize Complex hidden mechanics to achieve simplicity Clear offer and Strategy Console / Dashboard benefits Measurements of all Concept Back end actions Testing Tracking and Learning Front end / back end © F5DC 2010 all25 rights limited, reproduction forbidden without approval 3/5/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.
  • 26. Fix the basics : Measure the right thing CPP CPC 4% click rate delivery Page rank guarantee DOES NOT EXIST DOES NOT EXIST Sales Impact / Brand Impact © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 27. One innovative measurement system Tactics What matters One solution : Quividi Advertising campaign Are they watching ? Product launch Are they interested ? Event Are they active ? Direct audience measurement Live information © F5DC 2010 all rights limited, reproduction forbidden without approval Efficiency information
  • 28. Fix basics : Answer clients Example : Flexanswer Relative preference Importance Engagement Nice to have First interactions Search on phrases not word Information Direct answer to best answer Critical Critical Ease consumer life © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 29. Focus on the consumer Engagement Consumers Discussion Website Blogs Augmented Reality Forum iApps Social Networking Search   What is needed ?   What added value do I bring to my consumers ?   How do I create a path for him to me ?   How do I engage and maintain the relation ?   What works and does not ? © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 30. Each of them requires specific knowledge © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 31. Don’t use the tools the same way Objectives Objectives Objectives Objectives Metrics Metrics Metrics Metrics Usage Usage Usage Usage Which is in any case totally different from using the push media © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 32. SN is not about banner on Facebook ! Why would Common Why would Recruit they promote purposes they join ? members it Engage Link to brand Talk to them Create activity members Don’t Do’s "   Don’t disturb the community "  Bring added value "   Don’t spam "  Give them a reason to follow you "   Don’t impose "  Accept to lose control © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 33. IM Social Company : Singtel / Motorola Campaign objective : Promote Motorola camera function Date : Jan 2010 How they did it :  Paraded the ‘IM social’ frame around popular locations to snap pictures of passerbys and upload on facebook  Users can tag themselves and win a yacht trip  Utilised twitter, facebook, photobucket and picasa Results :   3,000 fan base   67 photo albums, over 5,000 photos uploaded Why is it great :   Associated people with the ‘social’ image that facebookers like to have  Multi-platforms ensure easier accessibility  Selected popular areas such as Orchard, Bu © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 34. FedEx Customize Package campaign Company : FedEx Campaign objective : Leverage pre-existing microsite to FB Date : Nov 2007 How they did it :   Discovered Facebook cannot send attachments   Let users package photos/videos/links etc in a customizable FedEx package Results :   100,000 installs in 72 hours   > 300,000 active users in 6 days   Uninstall rate was <10% Why is it great :   Simple but useful application   Made use of what users need and what is missing in Facebook © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 35. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 36. Engage Consumers into a personalize journey through multiple touch points Using the new media to support the engagement © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 37. Innovative 1 to 1 Multichannel © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 38. © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 39. Study case How to increase the number of tourists in a dedicated country ? Before After   Email / website   6 questions asked   Send a generic catalog   1 to 1 catalog   Expensive posting   Not up to date   Not relevant to my needs only © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 40. Personalize the booklet Customized picture cover Destination’s name Name of the tourist © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 41. Flight path personalized Customized picture cover Destination’s name Name of the tourist © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 42. Table of content / name © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 43. Personalize list of activities Different list of To-Do list and descriptions © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 44. Dynamic list of hotels / date / price Hotel bookings customized according to period of stay, place and costs © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 45. Results : +25% increase ROI, paper saved from 112 pages to 24 pages hhttp://www.fujixerox-transpromo.com Extra study case © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 46. Let the consumer decides   Websites, SN, SEM are only tactics   Create a path for consumer   Engage a Dialog   Use each tool with its own strength   Measure   Learn and test © F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM
  • 47. THANKS Do you have any question ? Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM

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