HORNALL ANDERSON 1
DANCING WITH
THE EIGHT BALLMAKING SOCIAL INSIGHTS ACTIONABLE
WE DESIGN
& TRANSFORM
BRANDS.
HORNALL ANDERSON 4
HORNALL ANDERSON 5
HORNALL ANDERSON 6
HORNALL ANDERSON 7
HORNALL ANDERSON 8
HORNALL ANDERSON 9
HORNALL ANDERSON 10
... THEN
WE MAKE
IT REAL
WE
IMAGINE
WHAT’S
POSSIBLE
HORNALL ANDERSON 12
HORNALL ANDERSON 13
HORNALL ANDERSON 14
HORNALL ANDERSON 15
PRIMARY WAGE
EARNER
HORNALL ANDERSON 16
HOME
IMPROVEMENT
HORNALL ANDERSON 17
VALUE
HORNALL ANDERSON 18
HIGH
PERFORMANCE
HORNALL ANDERSON 19
REAL ESTATE
HORNALL ANDERSON 20
STYLE
HORNALL ANDERSON 21
COOL
HORNALL ANDERSON 22
HORNALL ANDERSON 23
HORNALL ANDERSON 24
SHIFT FROM A WIN/LOSE
TO A LEARN APPROACH
PRINCIPLE 1
HORNALL ANDERSON 25
HORNALL ANDERSON 26
RE-LEARNING
AMBIGUITY
TO
OPPORTUNITY
HORNALL ANDERSON 29
HORNALL ANDERSON 30
PARTNER WITH
TRANSLATORS VS REPORTERS
PRINCIPLE 2
HORNALL ANDERSON 31
HORNALL ANDERSON 32
HORNALL ANDERSON 33
TOPIC 1
TOPIC 2
TOPIC 3
HORNALL ANDERSON 34
TOPIC 1
TOPIC 2
KEY DRIVER
KEY DRIVER
KEY DRIVER
TOPIC 3
HORNALL ANDERSON 35
HORNALL ANDERSON 36
not driving
commitment
Products are
discussed
Products
are not
discussed, Products are
driving commitm...
HORNALL ANDERSON 37
WHAT
HORNALL ANDERSON 38
WHAT
WHY
HORNALL ANDERSON 39
HORNALL ANDERSON 40
DEFINE YOUR TARGET BY
ENGAGEMENT VS DEMOGRAPHICS
PRINCIPLE 3
HORNALL ANDERSON 41
HORNALL ANDERSON 42
CITIZEN
PROFESSIONAL
OCCUPATIONAL
ADVOCATE
AMBASSADOR
CELEBRITY
INFLUENCER:
THE ABILITY TO CAUSE OR
CONTRIBUTE TO A CHANGE
IN OPINION OR BEHAVIOR.
HORNALL ANDERSON 44
PAID MEDIA
EARNED MEDIA
OWNED MEDIA
WEBSITES
MOBILE (WAP, APPS)
PURLs
EMAIL
WEB APPS (RIAs)
GAMES
VIDE...
1
DISCOVER
2
FAMILIARIZE
VIEW
FOLLOW
LIKE
ENGAGE
SHARE
3
EVALUATE
4
ADOPT
5
ENDORSE
INFLUENCEE:
A PERSON OR GROUP OF
PEOPLE WHO CHANGE THEIR
OPINION OR BEHAVIOR AS
THE RESULT OF EXPOSURE
TO NEW INFORMATION.
HORNALL ANDERSON 47
LISTEN TO THE SILENCES/
EXPLORE THE UNEXPECTED
PRINCIPLE 4
HORNALL ANDERSON 48
HORNALL ANDERSON 49
HORNALL ANDERSON 50
BRAND
MONITORING
HORNALL ANDERSON 51
HORNALL ANDERSON 52
95%
5%
HORNALL ANDERSON 53
50%50%
HORNALL ANDERSON 54
HORNALL ANDERSON 55
KEY PRINCIPLES
HORNALL ANDERSON 56
1.	 SHIFT FROM A WIN/LOSE
TO LEARN APPROACH
KEY PRINCIPLES
HORNALL ANDERSON 57
1.	 SHIFT FROM A WIN/LOSE
TO LEARN APPROACH
2.	 PARTNER WITH TRANSLATORS
VS REPORTERS
KEY PRINCIPLES
HORNALL ANDERSON 58
1.	 SHIFT FROM A WIN/LOSE
TO LEARN APPROACH
2.	 PARTNER WITH TRANSLATORS
VS REPORTERS
3.	 DEFINE YOUR ...
HORNALL ANDERSON 59
1.	 SHIFT FROM A WIN/LOSE
TO LEARN APPROACH
2.	 PARTNER WITH TRANSLATORS
VS REPORTERS
3.	 DEFINE YOUR ...
WHAT IF YOUR CUSTOMERS
ALREADY REDEFINED YOUR
INDUSTRY?
CASE
UNDERSTANDING THE RAPIDLY CHANGING HIGH TECH B2B MARKET
HORNALL ANDERSON 61
MERGER
ACQUISITION
4X
APPLE
RECESSIONCOMPETITORS
HORNALL ANDERSON 62
SWITCH
HORNALL ANDERSON 63
STAY
SWITCH
HORNALL ANDERSON 64
Month 1
Low
High
Month 6
ATTRITION AQUISITION
HORNALL ANDERSON 65
VALUE
HORNALL ANDERSON 66
SERVICE
VALUE
B2B?
HORNALL ANDERSON 68
HORNALL ANDERSON 69
HORNALL ANDERSON 71
1
DISCOVER
2
FAMILIARIZE
VIEW
FOLLOW
LIKE
ENGAGE
SHARE
3
EVALUATE
4
ADOPT
5
ENDORSE
HORNALL ANDERSON 73
HORNALL ANDERSON 74
PAID MEDIA
EARNED MEDIA
OWNED MEDIA
WEBSITES
MOBILE (WAP, APPS)
PURLs
EMAIL
WEB APPS (RIAs)
GAMES
VIDE...
HORNALL ANDERSON 75
HORNALL ANDERSON 76
HORNALL ANDERSON 77
HORNALL ANDERSON 78
HORNALL ANDERSON 79
1
DISCOVER
2
FAMILIARIZE
3
EVALUATE
4
ADOPT
5
ENDORSE
HORNALL ANDERSON 80
1
DISCOVER
2
FAMILIARIZE
3
EVALUATE
4
ADOPT
5
ENDORSE
HORNALL ANDERSON 81
WORK
HORNALL ANDERSON 82
WORK
HOME
LEARN
PARTNER
ENGAGE
EXPLORE
A new definition of our client’s industry.
Unearthing niche B2B dialogue; greater
understandi...
WHAT DOORS OPEN WHEN
MARGINS SHRINK?
CASE
IDENTIFYING NEW OPPORTUNITIES AND UNMET NEEDS IN VALUE CPG
HORNALL ANDERSON 85
HORNALL ANDERSON 86
15%
HORNALL ANDERSON 87
Safeway Organics Target Up & Up Whole Foods 365
HORNALL ANDERSON 88
CORE INGREDIENT
TREAT
TREAT, HEALTHFUL
FAMILIAR
TREAT, HEALTHFUL,
FLAVOURFULFAMILIAR,
TREAT, HEALTHFUL,
COMPETITION?
HORNALL ANDERSON 95
LOWER COST
VARIETIES?
HORNALL ANDERSON 96
HORNALL ANDERSON 97
HORNALL ANDERSON 99
$?,OOO
CORE INGREDIENT
CATEGORY
EVERY DAY
BEST QUALITYEVERY DAY +
FLAVOURS THEY LOVE
BEST QUALITYEVERY DAY +
+
?
LEARN
PARTNER
ENGAGE
EXPLORE
A new definition of value opportunity.
Understanding hierarchy of flavor/trust/quality.
We ar...
WHAT IF WE BUILT FOR
THE NEXT GENERATION
OF CUSTOMERS NOW?
CASE
DESIGNING NEW PRODUCTS/SERVICES FOR THE NEXT GENERATION
OF...
HORNALL ANDERSON 107
LUXURY
TRAVELER
HORNALL ANDERSON 108
HORNALL ANDERSON 110
HORNALL ANDERSON 111
HORNALL ANDERSON 112
HORNALL ANDERSON 113
1 2 3
#LIVINGTHEDREAM
#GRATEFUL
#EXOTIC
#BEJEALOUS
HORNALL ANDERSON 116
LUXURY
TRAVELER
HORNALL ANDERSON 117
“THEY’VE BEEN ABLE TO GET A RICHER EXPERIENCE WITH
SOME OF THE DESTINATIONS. WHERE WE MIGHT HAVE
BUZZ...
HORNALL ANDERSON 120
Under 50
Traditional
Destinations
New
Destinations
Over 50
JOURNEY A
JOURNEY C
JOURNEY B
HORNALL ANDERSON 121
Communal Intergenerational
YOUNGER ELITE TRAVELERS OLDER ELITE TRAVELERS
LEARN
PARTNER
ENGAGE
EXPLORE
What luxury means to the next generation of
affluent traveller.
Uncovering the exclusive sile...
Dancing with the Eight Ball: Making Social Insights Actionable — Hornall Anderson
Dancing with the Eight Ball: Making Social Insights Actionable — Hornall Anderson
Dancing with the Eight Ball: Making Social Insights Actionable — Hornall Anderson
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Dancing with the Eight Ball: Making Social Insights Actionable — Hornall Anderson

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During this session, Rose Cameron will facilitate a discussion around social insights and your brand. While listening is the number one rule, how do you then make the insights you’ve gleaned actionable? Many people observe, but don’t know what to do with the information or how to apply it to their brand. This presentation will explore how a brand can enlist these insights to successfully create engaging customer experiences in three distinct industries: high-tech, CPG and travel:

1. Understanding customer relationships with the brand and category in a volatile, high-tech B2B market

2. Identifying new opportunities and unmet needs in the value CPG market

3. Designing new products and services for the next generation of luxury travelers

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Dancing with the Eight Ball: Making Social Insights Actionable — Hornall Anderson

  1. 1. HORNALL ANDERSON 1 DANCING WITH THE EIGHT BALLMAKING SOCIAL INSIGHTS ACTIONABLE
  2. 2. WE DESIGN & TRANSFORM BRANDS.
  3. 3. HORNALL ANDERSON 4
  4. 4. HORNALL ANDERSON 5
  5. 5. HORNALL ANDERSON 6
  6. 6. HORNALL ANDERSON 7
  7. 7. HORNALL ANDERSON 8
  8. 8. HORNALL ANDERSON 9
  9. 9. HORNALL ANDERSON 10
  10. 10. ... THEN WE MAKE IT REAL WE IMAGINE WHAT’S POSSIBLE
  11. 11. HORNALL ANDERSON 12
  12. 12. HORNALL ANDERSON 13
  13. 13. HORNALL ANDERSON 14
  14. 14. HORNALL ANDERSON 15 PRIMARY WAGE EARNER
  15. 15. HORNALL ANDERSON 16 HOME IMPROVEMENT
  16. 16. HORNALL ANDERSON 17 VALUE
  17. 17. HORNALL ANDERSON 18 HIGH PERFORMANCE
  18. 18. HORNALL ANDERSON 19 REAL ESTATE
  19. 19. HORNALL ANDERSON 20 STYLE
  20. 20. HORNALL ANDERSON 21 COOL
  21. 21. HORNALL ANDERSON 22
  22. 22. HORNALL ANDERSON 23
  23. 23. HORNALL ANDERSON 24 SHIFT FROM A WIN/LOSE TO A LEARN APPROACH PRINCIPLE 1
  24. 24. HORNALL ANDERSON 25
  25. 25. HORNALL ANDERSON 26
  26. 26. RE-LEARNING
  27. 27. AMBIGUITY TO OPPORTUNITY
  28. 28. HORNALL ANDERSON 29
  29. 29. HORNALL ANDERSON 30 PARTNER WITH TRANSLATORS VS REPORTERS PRINCIPLE 2
  30. 30. HORNALL ANDERSON 31
  31. 31. HORNALL ANDERSON 32
  32. 32. HORNALL ANDERSON 33 TOPIC 1 TOPIC 2 TOPIC 3
  33. 33. HORNALL ANDERSON 34 TOPIC 1 TOPIC 2 KEY DRIVER KEY DRIVER KEY DRIVER TOPIC 3
  34. 34. HORNALL ANDERSON 35
  35. 35. HORNALL ANDERSON 36 not driving commitment Products are discussed Products are not discussed, Products are driving commitment LOW PCS, HIGH VOLUME BRAND X BRAND X BRAND X BRAND X BRAND X LOW PCS, LOW VOLUME HIGH PCS, HIGH VOLUME HIGH PCS, LOW VOLUME
  36. 36. HORNALL ANDERSON 37 WHAT
  37. 37. HORNALL ANDERSON 38 WHAT WHY
  38. 38. HORNALL ANDERSON 39
  39. 39. HORNALL ANDERSON 40 DEFINE YOUR TARGET BY ENGAGEMENT VS DEMOGRAPHICS PRINCIPLE 3
  40. 40. HORNALL ANDERSON 41
  41. 41. HORNALL ANDERSON 42 CITIZEN PROFESSIONAL OCCUPATIONAL ADVOCATE AMBASSADOR CELEBRITY
  42. 42. INFLUENCER: THE ABILITY TO CAUSE OR CONTRIBUTE TO A CHANGE IN OPINION OR BEHAVIOR.
  43. 43. HORNALL ANDERSON 44 PAID MEDIA EARNED MEDIA OWNED MEDIA WEBSITES MOBILE (WAP, APPS) PURLs EMAIL WEB APPS (RIAs) GAMES VIDEOS PODCASTS BLOGS ARTICLES WEBINARS VIRTUAL EVENTS OLA (BANNERS) SEM (CPC, CPA) MOBILE (SMS) SPONSORED CONTENT SPONSORSHIP DIRECT MAIL DR PRINT DR VIDEO (TVC, WEB) LIVE EVENTS POS/RETAIL LAUNCH PLATFORMS ADVOCATE HUBS SUPPORT SYSTEMS DRIVES TRAFFIC RAISES AWARENESS LEAD GENERATION UGC VIDEOS (UNBOXING) PHOTOS PERSONAL BLOGS FAN FORUMS PRESS REVIEWS COMMENTS REFERRAL LINKS SEARCH GAINS TRUST AMPLIFIES REACH POTENTIAL LONG TAIL
  44. 44. 1 DISCOVER 2 FAMILIARIZE VIEW FOLLOW LIKE ENGAGE SHARE 3 EVALUATE 4 ADOPT 5 ENDORSE
  45. 45. INFLUENCEE: A PERSON OR GROUP OF PEOPLE WHO CHANGE THEIR OPINION OR BEHAVIOR AS THE RESULT OF EXPOSURE TO NEW INFORMATION.
  46. 46. HORNALL ANDERSON 47 LISTEN TO THE SILENCES/ EXPLORE THE UNEXPECTED PRINCIPLE 4
  47. 47. HORNALL ANDERSON 48
  48. 48. HORNALL ANDERSON 49
  49. 49. HORNALL ANDERSON 50 BRAND MONITORING
  50. 50. HORNALL ANDERSON 51
  51. 51. HORNALL ANDERSON 52 95% 5%
  52. 52. HORNALL ANDERSON 53 50%50%
  53. 53. HORNALL ANDERSON 54
  54. 54. HORNALL ANDERSON 55 KEY PRINCIPLES
  55. 55. HORNALL ANDERSON 56 1. SHIFT FROM A WIN/LOSE TO LEARN APPROACH KEY PRINCIPLES
  56. 56. HORNALL ANDERSON 57 1. SHIFT FROM A WIN/LOSE TO LEARN APPROACH 2. PARTNER WITH TRANSLATORS VS REPORTERS KEY PRINCIPLES
  57. 57. HORNALL ANDERSON 58 1. SHIFT FROM A WIN/LOSE TO LEARN APPROACH 2. PARTNER WITH TRANSLATORS VS REPORTERS 3. DEFINE YOUR TARGET BY ENGAGEMENT VS DEMOGRAPHICS KEY PRINCIPLES
  58. 58. HORNALL ANDERSON 59 1. SHIFT FROM A WIN/LOSE TO LEARN APPROACH 2. PARTNER WITH TRANSLATORS VS REPORTERS 3. DEFINE YOUR TARGET BY ENGAGEMENT VS DEMOGRAPHICS 4. LISTEN TO THE SILENCES/ EXPLORE THE UNEXPECTED KEY PRINCIPLES
  59. 59. WHAT IF YOUR CUSTOMERS ALREADY REDEFINED YOUR INDUSTRY? CASE UNDERSTANDING THE RAPIDLY CHANGING HIGH TECH B2B MARKET
  60. 60. HORNALL ANDERSON 61 MERGER ACQUISITION 4X APPLE RECESSIONCOMPETITORS
  61. 61. HORNALL ANDERSON 62 SWITCH
  62. 62. HORNALL ANDERSON 63 STAY SWITCH
  63. 63. HORNALL ANDERSON 64 Month 1 Low High Month 6 ATTRITION AQUISITION
  64. 64. HORNALL ANDERSON 65 VALUE
  65. 65. HORNALL ANDERSON 66 SERVICE VALUE
  66. 66. B2B?
  67. 67. HORNALL ANDERSON 68
  68. 68. HORNALL ANDERSON 69
  69. 69. HORNALL ANDERSON 71
  70. 70. 1 DISCOVER 2 FAMILIARIZE VIEW FOLLOW LIKE ENGAGE SHARE 3 EVALUATE 4 ADOPT 5 ENDORSE
  71. 71. HORNALL ANDERSON 73
  72. 72. HORNALL ANDERSON 74 PAID MEDIA EARNED MEDIA OWNED MEDIA WEBSITES MOBILE (WAP, APPS) PURLs EMAIL WEB APPS (RIAs) GAMES VIDEOS PODCASTS BLOGS ARTICLES WEBINARS VIRTUAL EVENTS OLA (BANNERS) SEM (CPC, CPA) MOBILE (SMS) SPONSORED CONTENT SPONSORSHIP DIRECT MAIL DR PRINT DR VIDEO (TVC, WEB) LIVE EVENTS POS/RETAIL LAUNCH PLATFORMS ADVOCATE HUBS SUPPORT SYSTEMS DRIVES TRAFFIC RAISES AWARENESS LEAD GENERATION UGC VIDEOS (UNBOXING) PHOTOS PERSONAL BLOGS FAN FORUMS PRESS REVIEWS COMMENTS REFERRAL LINKS SEARCH GAINS TRUST AMPLIFIES REACH POTENTIAL LONG TAIL
  73. 73. HORNALL ANDERSON 75
  74. 74. HORNALL ANDERSON 76
  75. 75. HORNALL ANDERSON 77
  76. 76. HORNALL ANDERSON 78
  77. 77. HORNALL ANDERSON 79 1 DISCOVER 2 FAMILIARIZE 3 EVALUATE 4 ADOPT 5 ENDORSE
  78. 78. HORNALL ANDERSON 80 1 DISCOVER 2 FAMILIARIZE 3 EVALUATE 4 ADOPT 5 ENDORSE
  79. 79. HORNALL ANDERSON 81 WORK
  80. 80. HORNALL ANDERSON 82 WORK HOME
  81. 81. LEARN PARTNER ENGAGE EXPLORE A new definition of our client’s industry. Unearthing niche B2B dialogue; greater understanding of information needs & customer journey; experience strategy for new B2B set. Identified new set of influencers & decision makers. Identified their preferred ways of using and dispersing information. Separating the irrelevant from the significant issues. Identifying unmet service/expertise need that differentiated us against competition.
  82. 82. WHAT DOORS OPEN WHEN MARGINS SHRINK? CASE IDENTIFYING NEW OPPORTUNITIES AND UNMET NEEDS IN VALUE CPG
  83. 83. HORNALL ANDERSON 85
  84. 84. HORNALL ANDERSON 86 15%
  85. 85. HORNALL ANDERSON 87 Safeway Organics Target Up & Up Whole Foods 365
  86. 86. HORNALL ANDERSON 88
  87. 87. CORE INGREDIENT
  88. 88. TREAT
  89. 89. TREAT, HEALTHFUL
  90. 90. FAMILIAR TREAT, HEALTHFUL,
  91. 91. FLAVOURFULFAMILIAR, TREAT, HEALTHFUL,
  92. 92. COMPETITION?
  93. 93. HORNALL ANDERSON 95 LOWER COST VARIETIES?
  94. 94. HORNALL ANDERSON 96
  95. 95. HORNALL ANDERSON 97
  96. 96. HORNALL ANDERSON 99 $?,OOO
  97. 97. CORE INGREDIENT CATEGORY
  98. 98. EVERY DAY
  99. 99. BEST QUALITYEVERY DAY +
  100. 100. FLAVOURS THEY LOVE BEST QUALITYEVERY DAY + +
  101. 101. ?
  102. 102. LEARN PARTNER ENGAGE EXPLORE A new definition of value opportunity. Understanding hierarchy of flavor/trust/quality. We are an everyday treat for the entire family. Mum is a tiger yellow tag shopper who demands the best quality her dollar can buy. Our client had permission to shift from ingredient expert to trusted category expert.
  103. 103. WHAT IF WE BUILT FOR THE NEXT GENERATION OF CUSTOMERS NOW? CASE DESIGNING NEW PRODUCTS/SERVICES FOR THE NEXT GENERATION OF LUXURY TRAVELERS
  104. 104. HORNALL ANDERSON 107 LUXURY TRAVELER
  105. 105. HORNALL ANDERSON 108
  106. 106. HORNALL ANDERSON 110
  107. 107. HORNALL ANDERSON 111
  108. 108. HORNALL ANDERSON 112
  109. 109. HORNALL ANDERSON 113
  110. 110. 1 2 3
  111. 111. #LIVINGTHEDREAM #GRATEFUL #EXOTIC #BEJEALOUS
  112. 112. HORNALL ANDERSON 116 LUXURY TRAVELER
  113. 113. HORNALL ANDERSON 117 “THEY’VE BEEN ABLE TO GET A RICHER EXPERIENCE WITH SOME OF THE DESTINATIONS. WHERE WE MIGHT HAVE BUZZED IN AND OUT OF A DESTINATION IN FIVE HOURS IN THE 80S OR 90S, IN LOOKS LIKE COMPANIES ARE OFFERED MORE IN-DEPTH EXPERIENCES IN A PARTICULAR PLACE WITH A MENU OF OPTIONS…THE PEOPLE COMING UP NOW AREN’T LOOKING TO GO TO AS MANY PLACES AS THEY CAN. THEY WANT TO SAY THEY DID SOMETHING UNUSUAL IN THESE AREAS. BY THE TIME THEY HIT RETIREMENT AGE THEY ARE SO WELL-TRAVELED ALL READY.”
  114. 114. HORNALL ANDERSON 120 Under 50 Traditional Destinations New Destinations Over 50 JOURNEY A JOURNEY C JOURNEY B
  115. 115. HORNALL ANDERSON 121 Communal Intergenerational YOUNGER ELITE TRAVELERS OLDER ELITE TRAVELERS
  116. 116. LEARN PARTNER ENGAGE EXPLORE What luxury means to the next generation of affluent traveller. Uncovering the exclusive silent dialogue of the elite through imagery sourcing. Identified shared and discrete travel destinations Gained clarity on what travel ingredients needed to make a buzz-worthy luxury journey. Understand how we can differentiate & service a new generation of traveler while not neglecting our legacy customers.

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