Reconnect with our consumer (by Thomas Troch)

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Reconnect with your consumer (by Thomas Troch), presented at the IAB Academy Autumn session (BE) on November 15, 2012

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Reconnect with our consumer (by Thomas Troch)

  1. 1. Reconnectwith our customer
  2. 2. Senior Research Innovator 2011-currentInSites ConsultingResearch Consultant 2010-2011InSites ConsultingMaster in Product Development 2005-2010Artesis University College of Antwerp thomas@insites-consulting.com @thomastroch
  3. 3. @thomastroch
  4. 4. >2,000 facts and figures about social media in 19 countries7,827 consumers (age 15+)across 19 countries,representative for the onlinepopulation within country ongender, age and e-commerce. @thomastroch
  5. 5. @thomastroch
  6. 6. Setting the scene. @thomastroch
  7. 7. 3 types of strategic focus (Tracey & Wiersema) Operational Product Customer Excellence Leadership Intimacy @thomastroch
  8. 8. 3 types of strategic focus (Tracey & Wiersema) Operational Product Customer Excellence Leadership Intimacy Provide customers with Provide customers with Provide customers with good, standard products high quality innovative personalized products at low cost products that exceed expectations @thomastroch
  9. 9. 3 types of strategic focus (Tracey & Wiersema) Operational Product Customer Excellence Leadership Intimacy Provide customers with Provide customers with Provide customers with good, standard products high quality innovative personalized products at low cost products that exceed expectations @thomastroch
  10. 10. Consumers are at the heart of our organisations @thomastroch
  11. 11. @thomastroch
  12. 12. Identification of marketers with their target group 6% 5% 7% 8% 6% 64% 6% 73% 15% 19% 30% 35% 24% 17% 7% 5% 4% 4% @thomastroch
  13. 13. We are different, yet we have a lot of confidence!I know what consumers want 72% 70%My own behavior helps me better understand 69% 69%consumers behaviorMy gut feeling helps me understand consumers 68% 67%behaviorBecause I spend a lot of time with consumers, I 66% 67%understand them better @thomastroch
  14. 14. Our customers.Who are they? @thomastroch
  15. 15. Let’s look at our customers… @thomastroch
  16. 16. ? ?4 things to remember about the new customer? ? @thomastroch
  17. 17. Can you come up with acrazy weekend activity? @thomastroch
  18. 18. @thomastroch
  19. 19. Consumers create content themselves… @thomastroch
  20. 20. … and social networks stimulate this. @thomastroch
  21. 21. Awareness of social networksites is very high. Facebook isclose to 100%, Twitter reaches80% awareness and Google+ isknown by 70%.More than 7 out of 10 internetusers are member of at least 1social network. This implies thatmore than 1.5 billion people usesocial network sites. @thomastroch
  22. 22. The world is not waiting for thenext social network. In fact,most people want to keep theirdigital life as it is.No need for something new andno intention to quit.On average, people only join 1 or 2social networks.The Twitter & Google+paradoxes are living evidence forthis conclusion: both sites are verywell known, but their adoption isstill rather low. @thomastroch
  23. 23. Consumers are willing to join „unique‟ new social networksAwareness of new social networks like Instagram and Pinterest is picking up.25% know Instagram, 24% are aware of Pinterest.Further, users show a very high intention to use both sites more in the future. @thomastroch
  24. 24. Consulting and sharing experience in the purchase process PRE DURING POST @thomastroch
  25. 25. 53% of smartphoneusers compare pricesduring shopping viatheir smartphone. @thomastroch
  26. 26. 57% 14%A person from A companyyour contact list @thomastroch
  27. 27. @thomastroch
  28. 28. Everyone is a critic/reviewer and the outcome may leverage your brand… @thomastroch
  29. 29. ... or damage your brand @thomastroch
  30. 30. ? Perfect information Consumer-generated Trustworthy Lightning fast Fuelled by social media ? ? @thomastroch
  31. 31. empowered ? ? ? @thomastroch
  32. 32. Cultures were never so close @thomastroch
  33. 33. @thomastroch
  34. 34. Stimulation junkies. On the go, but 100% connected. @thomastroch
  35. 35. Boost in adoptionof smart phones:51% of internet usershave a smartphone,most have a datasubscription on it. @thomastroch
  36. 36. On average, people install22 apps on theirsmartphone, 9 of which areused at least weekly.Social network apps are themost popular ones. @thomastroch
  37. 37. Segmentation? Maybe contextually. Maybe. @thomastroch
  38. 38. empowered  Globally in touch  Hyperfast learning  Raising bar of expectations  Segmentation = difficult ? ? @thomastroch
  39. 39. empowered cosmopolitan ? ? @thomastroch
  40. 40. What‟s YOUR perfectrestaurant experience like? @thomastroch
  41. 41. 8/10 consumers wantto help in co-creationprojects of companiesthey like.The only thing they ask inreturn: give us feedback onwhat you do with ourinput. @thomastroch
  42. 42. Market research communitiesare highly appreciated byconsumers.36% prefer to participate in abranded research community.These communities come secondafter a Facebook community.Consumers believe that theirfeedback will have a high impactin a research community. Thelatter is their key motivation tohelp brands. @thomastroch
  43. 43. The customer is open to co-creation, butmany companies are not. The challenge is tointegrate the vision of the customer in everyorganization, all the way to the boardroom. @thomastroch
  44. 44. Consumersare probably themost effectiveconsultants yourcompany can hire. @thomastroch
  45. 45. @thomastroch
  46. 46. @thomastroch
  47. 47. @thomastroch
  48. 48. Higher purchase intention for products co-created by peers. (van Dijk, 2012) @thomastroch
  49. 49. @thomastroch
  50. 50. empowered cosmopolitan ?  Sharing feedback  Walking in our shoes  Concrete business outcomes @thomastroch
  51. 51. empowered cosmopolitan smart co-creator ? @thomastroch
  52. 52. The paradox of choice. @thomastroch
  53. 53. @thomastroch
  54. 54. @thomastroch
  55. 55. @thomastroch
  56. 56. empowered cosmopolitan smart co-creator Rational overload Emotional heuristics Herd behaviour Emotional sharing @thomastroch
  57. 57. empowered cosmopolitanemotional smart co-creator @thomastroch
  58. 58. ? ?4 things to remember about the new customer? ? @thomastroch
  59. 59. empowered cosmopolitanemotional smart co-creator @thomastroch
  60. 60. It’s themedia,stupid! @thomastroch
  61. 61. What‟s the impact on brands? @thomastroch
  62. 62. @thomastroch
  63. 63. @thomastroch
  64. 64. @thomastroch
  65. 65. @thomastroch
  66. 66. @thomastroch
  67. 67. @thomastroch
  68. 68. @thomastroch
  69. 69. @thomastroch
  70. 70. Our customers.How to reconnect? @thomastroch
  71. 71. @thomastroch
  72. 72. @thomastroch
  73. 73. Conversation Activation POST Brand @thomastroch
  74. 74. STEP 1 Brandleverage @thomastroch
  75. 75. Branding – definition (American Marketing Association)A name, term, design, symbol, orany other feature that identifiesone sellers good or service asdistinct from those of other sellers. @thomastroch
  76. 76. Brands are emotions @thomastroch
  77. 77. Understanding the concept of BRAND IDENTIFICATION Brand identity My identity @thomastroch
  78. 78. Global R&D project in 15 countries HoustonPartnership withUniversityN=5.900 Brand Conversations Purchase brand Brand Brand Promote brand Identification leverage R²=.50 Brand is close to ideal Brand Perception @thomastroch
  79. 79. @thomastroch
  80. 80. TAKE IT FORWARD by creating brand experiences @thomastroch
  81. 81. Conversation Activation POST Brand @thomastroch
  82. 82. STEP 2Activation @thomastroch
  83. 83. Broadcasting the ad is just thebeginning, not the end!Advertising is … the beginning ofa conversation. @thomastroch
  84. 84. Nomination for product of the year. And lots of conversations. @thomastroch
  85. 85. DANGER! Activation forthe sake of activation? @thomastroch
  86. 86. @thomastroch
  87. 87. Marketing manager will be happyConversation Manager will be sad @thomastroch
  88. 88. Conversation Activation POST Brand @thomastroch
  89. 89. STEP 3Conversation @thomastroch
  90. 90. @thomastroch
  91. 91. @thomastroch
  92. 92. “It brings you answers to questions you didn‟t ask”Hans SchmeitsVP Global Marketing pharmaceutical company @thomastroch
  93. 93. @thomastroch
  94. 94. @thomastroch
  95. 95. Consumers aremore positive thanyou might think.More than half of theircomments aboutbrands are positive.Fewer than 10% arenegative. @thomastroch
  96. 96. 50% post information about products, brandsand/or companies on social networks. Conversation Starters Product experience Promotions Contests News Advertising: decreases @thomastroch
  97. 97. 55% of social network usersare connected to brands. 10.6 7.0 5.0 is the average is the average is the average number of brands number of number of followed brands brands followed followers actively interact with @thomastroch
  98. 98. Clear expectations fromconsumers vis-à-vis brands:1. Share product info2. Do promotions3. Give away free stuff4. Bring news5. Use us in co-creation projects @thomastroch
  99. 99. @thomastroch
  100. 100. @thomastroch
  101. 101. Until now, weonly used thefirst dimensionof social media @thomastroch
  102. 102. Firstdimension:build reach @thomastroch
  103. 103. Seconddimension:collaboration @thomastroch
  104. 104. HighBy combining these Structural collaborationtwo dimensions,brands canoptimizethe conversation Low Highpotentialof theirconsumers.Each of these quadrantshas value in aconversation strategy. Low Reach @thomastroch
  105. 105. High Consumer Broad, openStructural collaboration consulting collaboration board Low High Conversations Customer Content experience Low Reach @thomastroch
  106. 106. @thomastroch
  107. 107. @thomastroch
  108. 108. RESEARCHcarefully screened group of consumers gathered around a common interest @thomastroch
  109. 109. joining a closed online platformlongitudinal connectionmanaged by passionate moderators RESEARCH carefully screened group of consumers gathered around a common interest @thomastroch
  110. 110. joining a closed online platformlongitudinal connectionmanaged by passionate moderators beliefs needs perceptions motivations RESEARCH underlying emotions aspirations carefully screened group of consumers gathered around a common interest @thomastroch
  111. 111. @thomastroch
  112. 112. @thomastroch
  113. 113. @thomastroch
  114. 114. @thomastroch
  115. 115. @thomastroch
  116. 116. It is so frustrating not to benoticed by the bartender! I’mclearly trying to get his attention,however others are being servedbefore me. @thomastroch
  117. 117. @thomastroch
  118. 118. @thomastroch
  119. 119. Reconnect with customers.What could be the result? @thomastroch
  120. 120. @thomastroch
  121. 121. @thomastroch
  122. 122. @thomastroch
  123. 123. @thomastroch
  124. 124. @thomastroch
  125. 125. @thomastroch
  126. 126. @thomastroch
  127. 127. @thomastroch
  128. 128. @thomastroch
  129. 129. @thomastroch
  130. 130. @thomastroch
  131. 131. @thomastroch
  132. 132. @thomastroch
  133. 133. @thomastroch
  134. 134. @thomastroch
  135. 135. @thomastroch
  136. 136. @thomastroch
  137. 137. @thomastroch
  138. 138. @thomastroch
  139. 139. @thomastroch
  140. 140. @thomastroch
  141. 141. @thomastroch
  142. 142. @thomastroch
  143. 143. @thomastroch
  144. 144. @thomastroch
  145. 145. @thomastroch
  146. 146. @thomastroch
  147. 147. @thomastroch
  148. 148. @thomastroch
  149. 149. @thomastroch
  150. 150. @thomastroch
  151. 151. To wrap up… @thomastroch
  152. 152. #1 No matter yourstrategy, it‟s alwaysabout the customer @thomastroch
  153. 153. #2 There is a disconnectbetween companies and customers @thomastroch
  154. 154. #3Today‟s consumer is empowered @thomastroch
  155. 155. #4Today‟s consumeris a cosmopolitan @thomastroch
  156. 156. #5 Today‟s consumeris a smart co-creator @thomastroch
  157. 157. #6Today‟s consumer is emotional @thomastroch
  158. 158. #7 But in the end,it‟s about people talking to people @thomastroch
  159. 159. #8 The brand isyour starting point @thomastroch
  160. 160. #9Advertising isthe start of aconversation @thomastroch
  161. 161. #10Observe, facilitate &join the conversation @thomastroch
  162. 162. #11 And go intolistening mode @thomastroch
  163. 163. #12Because that helps you connecting with your customer again @thomastroch
  164. 164. linkedin.com/in/thomastroch @thomastroch thomas@insites-consulting.comwww.insites-consulting.com

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