Shopper insights StarHub

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  • Good morning everyone. My name is Darren Choo. I have been with the company for 13 years in different capacities, ranging from market research, analytics, campaign management, customer lifecycle management, churn management and lately social CRM.
  • Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
  • Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
  • Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
  • Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
  • Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
  • Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
  • Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
  • Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
  • Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
  • Out social media journey started many years ago. We have our social media listening in place, we have both Facebook and Twitter customer social care and we mastered the art of social media crisis management. Last year, I started to chair a social media task force within StarHub, with representatives from different departments, ranging from HR, Corp Comms, Marketing, Customer Service and various product groups. We met to share best practices and jointly evaluate vendors together.
  • Shopper insights StarHub

    1. 1. How well do you understand your shoppers? “Private & Confidential @ 2013 StarHub Ltd – All Rights Reserved” • The evolution of marketing insights • Going beyond the traditional ways of doing research to understand shoppers
    2. 2. Life used to be simpler • We can explain purchase decisions and test ad effectiveness via long questionnaires, complex models and focus groups • We can predict what customers want and what ads they like by asking them directly what they want and like
    3. 3. • We have fat budgets • We take pride in respondent anonymity, representativeness, long turn around time, long questionnaires, big samples complex modelling and thick reports Life used to be simpler • Market Research is the answer
    4. 4. Seismic changes in Marketing Insights World • Research ROI is questioned New Clients • Pragmatic, fast, cost effective and good-enough insights are more important than statistically sound and late survey results • Suddenly, users and ad agencies themselves are using DIY tools like SurveyMonkey and conducting their own on-ground interviews • Attention span has waned
    5. 5. Seismic changes in Marketing Insights World New Respondents • Patience has plunged as people are multi-tasking and doing things during micro-time on the go • People are increasingly preferring to communicate via machines and not face-to-face • Traditional respondents are becoming extinct
    6. 6. Seismic changes in Marketing Insights World • We are living in a world where information is no longer rare, but are readily available in real time New Social Media • MR budgets are competing with efficient social/digital M&P budgets • Wisdom of the crowd turns out to be better than selected respondents
    7. 7. Seismic changes in Marketing Insights World New Social Media • We are living in a long tail world • We are not living in a world where minority sentiments are not important • Anonymity is an outmoded concept. Customers want company to engage them as much as they want to engage and be recognised by the company
    8. 8. Seismic changes in Marketing Insights World • Traditional research has problems measuring emotions, which turns out to be the main driver of brand choice • Now we know nobody thinks through a long list of attributes and rate them before they make decisionsNew Knowledge • Turns out that people are not very good at telling you why they do what they do, what they think or how they feel
    9. 9. Seismic changes in Marketing Insights World • Specialised firms from business consultancies, datamining, UX firms, experience design firms, real time feedback systems and social media reporting, reduce the relevance of MR New alternatives • Traditional MR Segmentation is giving way to Self Segmentation and Big Data Micro-Segments
    10. 10. Seismic changes in Marketing Insights World • Proliferation of smart phones and broadband change the way people buy • Zero Moment of Truth limits the usefulness of a laboratory style research New ZMOT
    11. 11. Seismic changes in Marketing Insights World Do we need research?
    12. 12. mobile RESEARCHOnline Polls&FOCUS GROUPS FacialRECOGNITION ACCOMPANIED SHOPPING UX Behavioral Economics & Neuroscience Social Ethnography Infographics In-House DIY Heuristics Gamification Qual Quant Blogging Going beyond the traditional ways of doing research to understand shoppers Super users & Influencers Co-Creation CRM Moment of Truth RealTime Emotions
    13. 13. Accompanied Shopping
    14. 14. mobile RESEARCHOnline Polls&FOCUS GROUPS FacialRECOGNITION ACCOMPANIED SHOPPING UX Behavioral Economics & Neuroscience Social Ethnography Infographics In-House DIY Heuristics Gamification Qual Quant Blogging Going beyond the traditional ways of doing research to understand shoppers Super users & Influencers Co-Creation CRM Moment of Truth RealTime Emotions
    15. 15. Infographics – MR & Storytelling
    16. 16. Measuring Emotions 2013 Asia Communication Awards: StarHub won Operator of the Year award and the Best Brand award
    17. 17. mobile RESEARCHOnline Polls&FOCUS GROUPS FacialRECOGNITION ACCOMPANIED SHOPPING UX Behavioral Economics & Neuroscience Social Ethnography Infographics In-House DIY Heuristics Gamification Qual Quant Blogging Going beyond the traditional ways of doing research to understand shoppers Super users & Influencers Co-Creation CRM Moment of Truth RealTime Emotions
    18. 18. Measuring Emotions - Happiness Gamified & Avatar based Happiness Score
    19. 19. mobile RESEARCHOnline Polls&FOCUS GROUPS FacialRECOGNITION ACCOMPANIED SHOPPING UX Behavioral Economics & Neuroscience Social Ethnography Infographics In-House DIY Heuristics Gamification Qual Quant Blogging Going beyond the traditional ways of doing research to understand shoppers Super users & Influencers Co-Creation CRM Moment of Truth RealTime Emotions
    20. 20. Facial Recognition Happiness Score Measuring Emotions - Happiness
    21. 21. mobile RESEARCHOnline Polls&FOCUS GROUPS FacialRECOGNITION ACCOMPANIED SHOPPING UX Behavioral Economics & Neuroscience Social Ethnography Infographics In-House DIY Heuristics Gamification Qual Quant Blogging Going beyond the traditional ways of doing research to understand shoppers Super users & Influencers Co-Creation CRM Moment of Truth RealTime Emotions
    22. 22. 22 Measuring Emotions Neuroscience Emotion Score 6.6 5.6 6.6 5.5 7.2 4.9 6.4 0 2 4 6 8 10 comprehension novelty persuasion retention emotion attention effectiveness
    23. 23. mobile RESEARCHOnline Polls&FOCUS GROUPS FacialRECOGNITION ACCOMPANIED SHOPPING UX Behavioral Economics & Neuroscience Social Ethnography Infographics In-House DIY Heuristics Gamification Qual Quant Blogging Going beyond the traditional ways of doing research to understand shoppers Super users & Influencers Co-Creation CRM Moment of Truth RealTime Emotions
    24. 24. mobile Online Polls&FOCUS GROUPS Social Ethnography In-House DIY Gamification Qual Quant Blogging Company Branded Community Super users & Influencers Co-Creation CRM Moment of Truth RealTime
    25. 25. Beyond Shoppers Insights – MR can do more
    26. 26. Let your MR do more Predict the future Use Mobile to reach respondents Helicopter strategic approach to issue Create a panel of consumer advocates & advisors Conduct war gaming Get out and be close to consumers, DIY Analytics & Datamining Elevate importance of insights behind everything that we do Get them involved in operations such as advocacy management Social media is the new key in understanding consumers; get them on board

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