Open Innovation & Performance Management

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Vortrag von Prof. Dr. Marc Drüner zur Social Media Night des SMC Stuttgart am 19.08.2013.

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Open Innovation & Performance Management

  1. 1. Rosenstr. 18 10178 Berlin TEL +49 (0)30 2787 600 FAX +49 (0)30 2787 6066 www.td-berlin.com info@td-berlin.com Open Innovation & Performance Management Vortrag Prof. Dr. Marc Drüner Stuttgart, 19.08.2013
  2. 2. info@td-berlin.com - 2 Agenda 1. trommsdorff + drüner: who we are… 2. Some central beliefs 3. People´s Car Project: von den Chinesen abkupfern 4. Performance Management bei Coke: auf der Suche nach dem „Marketing ROI“
  3. 3. MANAGEMENT CONSULTING WITH FOCUS ON INNOVATION MARKETING 90 EMPLOYEES; OFFICES IN BERLIN AND BEIJING AGENCY OF TROMMSDORFF + DRÜNER SPECIALIZED IN SOCIAL MEDIA, APPLICATIONS AND ENTERPRISE 2.0 SCIENTIFIC EXPERTISE SUBSTANTIATED THROUGH CLOSE COLLABORATION WITH TWO UNIVERSITY CHAIRS MANAGEMENT AND DIGITAL MARKETING CONSULTANCY OF TROMMSDORFF + DRÜNER, SPECIALIZED ON CHINESE MARKET COLLABORATION WITH CHAIR OF MARKETING AT TONGJI UNIVERSITY
  4. 4. CLIENT REFERENCES CONSULTING INTERNATIONAL BRANDS SINCE 1999
  5. 5. 5 PRODUCT PORTFOLIO INNOVATION IS HAPPENING WHERE FORMERLY SEPARATED SCHOOLS OF THOUGHT START TO OVERLAP: STRATEGY & INNOVATION, CONSUMER INSIGHTS & NEW DATA AND SOCIAL MEDIA SOCIALMEDIA STRATEGY&INNOVATION CONSUMER INSIGHTS & NEW DATA SOCIAL MEDIA MONITORING & NETNOGRAPHIC IDEATION TREND MANAGEMENT & FORESIGHT INNOVATION & MARKET RESEARCH OPEN INNOVATION & CUSTOMER INTEGRATION APPLICATION & PLATFORM DEVELOPMENT DIGITAL PERFORMANCE MANAGEMENT DIGITAL SHOPPER MARKETING SOCIAL MEDIA GOVERNANCE SOCIAL MEDIA MARKETING & COMMUNITY MANAGEMENT INNOVATION LABS & BUSINESS INCUBATION DIGITAL STRATEGY & PLANNING MOBILE BUSINESS SOCIAL RECRUITING & EMPLOYER BRANDING DIGITAL EDUCATION SOLUTIONS
  6. 6. glubal.com / HighEd Solutions (JOINT VENTURE WITH WITH NEUE ZÜRCHER ZEITUNG – NZZ) DRIVELOG / MOBILITY MEDIA (JOINT VENTURE WITH ROBERT BOSCH)
  7. 7. info@td-berlin.com - 7 “…DATA IS THE OIL OF THE 21ST CENTURY…” (GARTNER, 2010)
  8. 8. info@td-berlin.com - 8 “…TECHNOLOGY IS THE NEW CREATIVE…” (Technology Strategy Board)
  9. 9. info@td-berlin.com - 9 “…MARKETING IS THE NEXT BIG MONEY SECTOR IN TECHNOLOGY - BY 2017, A CMO WILL SPEND MORE ON IT THAN THE CIO…” (Gartner Group, 2012)
  10. 10. info@td-berlin.com - 11
  11. 11. info@td-berlin.com - 13 Western Social Media widely blocked; Chinese equivalents rule the market
  12. 12. info@td-berlin.com - 14 The Potential of Social Media in China Germany 14 51,7 356 via mobile (Mio) 513 Internet Users (Mio)
  13. 13. info@td-berlin.com - 15 Social Media in China is dynamic and huge 48.7% of Chinese Internet users are USING WEIBOS 87% of Chinese Social Media users have “FRIENDED” OR FOLLOWED BRANDS 50 MILLION users acces the facebook clone renren via MOBILE PHONE SNS expected to reach 488 MIO. users BY 2015 Previous leader KAIXIN001 LOST 54% popularity while newcomer SINA WEIBO GAINED 85% between February 2010 to February 2011 58% of Chinese netizens YOUNGER THAN 30
  14. 14. info@td-berlin.com - 16 China has the most complex, fragmented, and fastest social media landscape Social Networks Microblogs Group Buying Video
  15. 15. info@td-berlin.com - 17 The PCP Universe tbd FURTHER ACTIVITIES EVENTS KOL / SEED PCP PLATFORM VW TOUCHPOINTS MOBILE APP OFFLINE AD DIG. MEDIA AD ONLINE OFFLINE VW TOUCHPOINTS SOCIAL NETWORKS VIDEO CHANNELS VERTICAL S MICROBLOGS SOCIAL MEDIA INTEGRATION
  16. 16. info@td-berlin.com - 18 A flubber car was placed on the street… “Wow, a realsize version of PCP! This concept is cool. They bring an abstract concept to the ground. When will flubber cars come to Jinbao Street?” “I thought they were concept cars, they went into mass production really quick!” “Why haven’t I heard about this before? Weibo is such a powerful channel. I really need to find out about PCP!"
  17. 17. info@td-berlin.com - 19 …and spilled over into the online world with a tremendous speed Page views and buzz during real size car campaign 20. Jun 21. Jun 22. Jun 23. Jun 24. Jun 25. Jun 26. Jun 27. Jun 28. Jun 29. Jun 30. Jun Page Visits Social Media Buzz Stunt in Beijing 10.000 70.000 REAL SIZE FLUBBER CAR STUNT CommentsForwards Stunt •Unify offline and online message and align call to action •Connect with the audience before and after the event
  18. 18. info@td-berlin.com - 22 “How does your car look like when using your star sign?” Use of Lifestyle topics to activate users … 40,000+ forwards on Social Media 3,500+ comments by users on Social Media 3,000+ created ideas with Star Sign topic on platform WHAT WE DID Source. Proximity, November 2011
  19. 19. info@td-berlin.com - 23 … with users creating star sign cars! Capricorn Taurus Sagittarius Aries Leo Libra Aquarius
  20. 20. info@td-berlin.com - 24 And it is also interlinked with a variety of Volkswagen Channels online The only branded site which is fully integrated with all popular Social Networks in China Volkswagen Website PCP Website Casual Dialogue Source of Engaging Content Brand Specific Dialogue Interest & Engagement SocialMedia PCP/VW FanPage on China’s FacebooksLogin with your social network account PCP Weibo VICO Weibo & Product Specific Weibo VW China Group Weibo VW Racing & SRCup Weibo
  21. 21. info@td-berlin.com - 25 > 11.700 pictures > 2.800.000 Downloads And they were more than willing to follow & engage
  22. 22. info@td-berlin.com - 26 2011 2012 DESIGN PERSONALIZATIO N CONNECTIVITY But how to talk to / interact with customers over a 2 y period ???? ECO/ ENIVRONMENT
  23. 23. info@td-berlin.com - 27 Acknowledgement … turn users into stars Users want to see a reaction from Volkswagen – produce outcomes
  24. 24. KPIs What can´t be measured can´t be good
  25. 25. 29 DIGITAL PERFORMANCE MANAGEMENT THE Reason Why Thanks to social & digital media, companies own more information on what consumers are saying, doing and buying than ever before. However, the bulk of this information is wasted, since most marketers are unsure how to connect new data to their individual business. Approach DPM leverages new data to improve business performance. We automatically integrate digital and traditional data sources and visualize relevant insights in near real-time. Our online dashboards and consulting services improve marketing performance in a groundbreaking way. USPs Relevance: Our online dashboards focus on those KPIs that are truly relevant to your business. We bring numbers to life by introducing stakeholder-specific views and systematic benchmarking. Availability: Monitor marketing success from anywhere, anytime. Access to all relevant data sources enables you to establish connections across metrics, channels and activities. Efficiency: The automated aggregation of all business-relevant data sources (Analytics, CRM, Buzz Tracking, Market Research, Sales) in a single place saves time and money. Insight: Our consulting services deliver unique insights to improve strategic and operational decision-making.
  26. 26. 30 DIGITAL PERFORMANCE MANAGEMENT THE DATA-DRIVEN REVOLUTION IS HAPPENING RIGHT NOW. WE HELP YOU MAKE THE MOST OF IT FROM TO NOT KNOWING WHERE YOUR BUDGET GOES TO CONTINUOUS BUDGET IMPROVEMENT TALKING TO CUSTOMERS TALKING WITH CUSTOMERS PAID MEDIA CAMPAIGNS SELF SUSTAINING PROGRAMS UNCERTAIN PLANNING REAL-TIME DECISION MAKING SOME CHANNELS MANY CHANNELS INTERCONNECTED DISPERSED COMMUNICATION TARGETED MESSAGING
  27. 27. 31 DIGITAL PERFORMANCE MANAGEMENT & LIVE DASHBOARD ALIGN MULTIPLE DATA SOURCES WITH BUSINESS OBJECTIVES AND INDUSTRY BENCHMARKS TO GENERATE ACTIONABLE INSIGHTS ONLINE DASHBOARD FOR LIVE PERFORMANCE MEASUREMENT AND REACTION vs. internal cases Vs. Competi tion OPINION MINING SURVEYS WEB ANALYTICS SOCIAL, SEARCH DATA SALES DATA MEDIA SPENDING DATA SOURCES (heterogeneous, old & new data) LIVE STEERING WITH ONLINE DASHBOARD (e.g. Coca Cola) ACTIONABLE STEPS TO SUCCESS BUSINESS OBJEVTIVES BENCHMARKING (internal & external )
  28. 28. info@td-berlin.com - 32 Background: Key business questions Can we find out if our offline campaign is working? How are we doing among our key demographics? Is our content relevant to consumers? How much does digital really impact on my business? Can we optimize the campaign while it is still running? How can we leverage mobile?
  29. 29. info@td-berlin.com - 33 Begeitung der wesentlichen Kampagnen in den letzten 3 Jahren v v v v TV OOH+ Radio Banners Microsite Paid OwnedEarned Buzz Search KOLs POS
  30. 30. Do we have to choose? ?? OR TV ONLINE
  31. 31. No! TV and Online are a great match! AND = PERFECT MATCH! TV ONLINE
  32. 32. info@td-berlin.com - 36 SOCIAL NETWORKING friends & work WATCHING TV multiple screens 88% of tablet owners and 86% of smartphones use their devices while watching TVNielsen Social TV Aug. 2012 Television & Internet
  33. 33. info@td-berlin.com - 37 SOCIAL NETWORKING friends & work WATCHING TV multiple screens 38% surf on facebookwhilst watching TV
  34. 34. info@td-berlin.com - 38 SOCIAL NETWORKING friends & work WATCHING TV multiple screens Taking this behavior into account provider develop parallel programs TALKING ABOUT
  35. 35. info@td-berlin.com - 39 Collected key learnings over 2 years Leverage the digtial POS Form must follow function Facebook drives engagement TV drives Twitter OOH drives SearchPositive buzz drives NPS
  36. 36. info@td-berlin.com - 40 General overview: Aggregate learnings across campaigns to design and optimize “liquid and linked” brand plans v v v v TV OOH+ Radio Banners Microsite Paid OwnedEarned Buzz Search Near real-time analysis of TVC popularity Use predictive targeting to measure reach and brand impact Analyze and optimize user flow Connect SEA/SEO to offline campaigns Foster KOL involvement KOLs POS Leverage QR codes at the POS
  37. 37. info@td-berlin.com - 41 There´s no Computer CMO ! EXECUTIVE VIEW BRAND VIEW MC VIEW AGENCY VIEW >> Technical data integration: API-based and through standardized file uploads (phase for integration) >> REACH BRAND IMPACTADVOCACY ENGAGEMENT << Data interpretation and consulting >> ADD. VIEWS (tbd) Analytics Buzz Tracking Research TargetingCRM Media COST EFFICIENCY
  38. 38. info@td-berlin.com - 42 Overview Brand Dashboard: Web Analytics, CRM and share of voice at a single glance ANALYTICSMEDIA CRM BUZZ SURVEY+ SALES (Q2) Search
  39. 39. info@td-berlin.com - 43 DPM Dashboard: Central hub for data aggregation, reporting and insights (live demo) Taking KPI management to the next level
  40. 40. info@td-berlin.com - 44 The next BIG thing: From passive reporting to active campaign management DATA MANAGEMENT KPI ALIGNMENT LIVE REPORTING INTERPRETATION REAL-TIME PLANNING Behavioral Targeting Real-time bidding
  41. 41. info@td-berlin.com - 45 Telco Operator Select campaign parameters and targets Define total invest Optimize ROI based on dynamic real-time modeling Identify ideal channel mix REAL-TIME ROI MODELING AND PLANNING
  42. 42. info@td-berlin.com - 46 Getting Information off the internet is like taking a drink from a fire hydrant Mitchell Kapor (Founder of Lotus Development Corporation, Designer of Lotus 1-2-3, on Board of Directors of Linden Lab, company which created Second Life) Big vs Smart Data
  43. 43. info@td-berlin.com - 47 Thank you for your attention! Prof. Dr. Marc Drüner trommsdorff + drüner innovation + marketing consultants GmbH Rosenstraße 18 10178 Berlin Fon +49 (0)30 27876027 Fax +49 (0)30 27876066 Mob +49 (0)151 18440018 marc.druener@td-berlin.com www.td-berlin.com

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