Context is King: Redefining Engagement




           Rob Keve                     Jonathan MacDonald
     Chief Executive...
We know who you are
• Traditional advertisers:
   – We know what people in your segment watch and read!

            • Mar...
The trouble with Who

•   We change...
    -   Role
    -   Needs
    -   Location
    -   Devices
    -   Preferences
   ...
Context comes from...
Where?

                                            Why?    Context When?


    Where it means the most –                 ...
The Experience Half-life
                                                         Recollection accuracy, Action window, Re...
Where?

                                                                 Why?   Context
                                  ...
Where?

                                             Why?   Context
                                                      ...
Where
                                                                           ?

                                      ...
Where
                                                                                      ?

                           ...
Context comes from...

              Where?
              Accurate




  Why?       Context      When?
Meaningful         ...
The Tolerance Environment
The Definition of Tolerance
The Abolition of Toleration
Rules of Engagement
The Collaboration Environment
The Communication Ideal
So what’s Fizzback?

• Fizzback is a new way to engage consumers
    –     Where it matters: at the point-of-experience
  ...
Bottom Line...

• Give customers the control of
    – How
    – When
    – Where
        they communicate with you

• Fit ...
Result: An Army of Advocates!
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Context Is King Web

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Fizzback and OgilvyOne uncover a new renaissance in consumer communications

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Context Is King Web

  1. 1. Context is King: Redefining Engagement Rob Keve Jonathan MacDonald Chief Executive Senior Consultant The Fizzback Group OgilvyOne rkeve@fizzback.com jonathan.macdonald @ogilvy.com
  2. 2. We know who you are • Traditional advertisers: – We know what people in your segment watch and read! • Market research: – We know that attitudes and needs of your segment • Direct marketing: – We have done some clever micro-segmentation and propensity modelling and know what offers your micro-segment will respond to • Customer service: – We know how quickly to answer the calls of people in your value segment and who to route the likes of you to
  3. 3. The trouble with Who • We change... - Role - Needs - Location - Devices - Preferences - Influences - Just because - ...constantly! • We are not segments • We are context driven
  4. 4. Context comes from...
  5. 5. Where? Why? Context When? Where it means the most – How? At the Point-of-Experience • Consumer engagement is a function of relevance • More willing to engage while they are in that role or experience • These experiences have a half-life • At-point-of-experience engagement generates mass and representative engagement
  6. 6. The Experience Half-life Recollection accuracy, Action window, Relevance Recollection strength and accuracy Instant Direct Customer Advertising Research Feedback Marketing Service awful annoying Proximity to experience Put consumers in charge of where = Accurate
  7. 7. Where? Why? Context When? Respect your audience’s time How? • Traditional B2C communication is often dictated by your company’s processes, your schedule – Advertising, Research, Telemarketing, Customer Service • Customers decide when they have a need quot;I'm not really bothered by your demographyquot;, says Google. If your pressing current need is to find out about quot;perennial shrubsquot; then I’ll tell you about local garden centres. Rory Sutherland, Vice-Chairman, Ogilvy • Request at Moments of Truth – Across customer lifecycle
  8. 8. Where? Why? Context When? Moments of Proof How? • Ask customers at key ‘moments of truth’ • Drive front-line staff behaviour to support brand values • Positive corporate body language =27 Point improvement in Net Promoter Score Put consumers in charge of when = Relevant
  9. 9. Where ? Why? Context When? How your customers want How? • Asking people how they are is a good way to start any conversation... • When given the choice* for feedback – Most consumers use SMS text – Email is the second most popular – Voice calls are popular with older demographics – All prefer natural language • Convenient channels available during the experience ensures: – Far higher volumes – Better quality feedback – highly relevant – Better repeat usage Put consumers in charge of how = Convenient * Based on UK and US Fizzback usage
  10. 10. Where ? Why? Context When? Why do people communicate? How? • Express love, positive feelings, give compliments • Ask questions • Make suggestions Fizzback volumes • Complain, moan, chastise Negative Feedback • Attempt to amuse... Neutral Feedback • Make it hard for people, they’ll just complain Positive Feedback • Give people choice, make it easy Pre Fizzback Fizzback and they’ll tell you what’s on their mind Put consumers in charge of why = Meaningful
  11. 11. Context comes from... Where? Accurate Why? Context When? Meaningful Relevant How? Convenient
  12. 12. The Tolerance Environment
  13. 13. The Definition of Tolerance
  14. 14. The Abolition of Toleration
  15. 15. Rules of Engagement
  16. 16. The Collaboration Environment
  17. 17. The Communication Ideal
  18. 18. So what’s Fizzback? • Fizzback is a new way to engage consumers – Where it matters: at the point-of-experience – When in matters: at key moments of truth – How they communicate: using mobile devices and natural language – Why? Whatever is top-of-mind Financial Leisure & Telecoms & Transport & Retail Services Entertainment Media Travel
  19. 19. Bottom Line... • Give customers the control of – How – When – Where they communicate with you • Fit into their life • Don’t dictate your agenda • Collaborate & Co-create
  20. 20. Result: An Army of Advocates!

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