Harnessing the Social and Empowered Consumers


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In an era of mobile web, tablets, social networks and connected devices (some call this the Internet of things), the consumer is spoiled for choice with ways to interact with brands. Where, when and how? He sets the rules.

The time of the unidirectional broadcast message the consumer had to believe in is simply gone. Today the consumer chooses online a brand, a product and the retailer. Alternatively he does "showrooming" by visiting a "brick" store and being pitched by a vendor. And without leaving the store, he checks another retailer website on his smartphone and compares the price. 
Today in the US, Best Buy main competitor is….Amazon!

And of course, during the purchase process, he will have used his Facebook network by asking friends their opinion … All these new behaviours deeply disrupt traditional marketing techniques. They force brands and advertisers to transparency, to a form of humility that sometimes, they are not accustomed to. Some, advised by their agency, react by hiring a community manager, develop some Facebook pages, and launch Twitter accounts, etc…But most of the time it's a reaction not a strategy.

And that's wrong because this hyper-technological world, also means fantastic opportunities for advertisers. Tumblr, Foursquare, Pinterest, Instagram, Facebook ... all these services represent valuable ways to engage on a long term duration with the market. Valuable touchpoints to collect data and extend your knowledge about your consumers. 

This myriad of mobile applications, social networks, mobile sites we're living in, is each brand new marketing paradigm. Marketers and advertisers have to learn how to deal with it. And beware…it's constantly changing!

This is what we call an ecosystem of touchpoints

This moving ecosystem, if properly managed, can be incredibly useful for the brands.

In terms of reputation first: today brands must constantly monitor their image and even more their perception in the market. And then they can on a daily basis gather plenty of qualified and quantified inputs to better understand consumer needs, and expectations.

If many marketers, helped by their agencies, are trying to set up their own ecosystem by combining mobile, social tools, web and data collection networks. Few succeed. 

I chose to present 4 recent examples with distinct social, interactive and mobile components.

These four examples have several things in common. They all blend creativity, risk, a strong implication of the end users and a lot of technology.

2/Sweden Tourism
3/Decode Jay-Z

So what can we learn?

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Harnessing the Social and Empowered Consumers

  1. 1. 4 juin 2013 1Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerWeb 3.0: Harnessing the Socialand Empowered consumerStéphane Grünenwald,s.grunenwald@novactive.comovactive.comNovactive Canada Inc.360, St-Jacques OuestSuite 1805Montréal, Qc, H2Y 1P5
  2. 2. 4 juin 2013 2Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer!  Bio!  Introduction! Examples of sucessful integrated campaigns! What do we learn from that?!  ConclusionAGENDA
  3. 3. 4 juin 2013 3Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerBioStéphane Grunenwald,General manager, Novactive CanadaOver 16 years in traditional and digital agenciesProject manager, Account director, Strategic planner, GeneralmanagerPixelpark, TMP Worldwide, Pheromone, Cossette, Inpix, NovactiveRDS, Le Devoir, Just for Laugh, Éduc’alcool, Telus, YPG, TourismeOutaouais, Transat, Voxco…
  4. 4. 4 juin 2013 4Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerIntroduction“The Internet of things”One of the interesting estimates is that there are about 35billion devices connected to Internet. Soon, there will be somany that we’ll stop counting”Eric Schmidt, Google
  5. 5. 4 juin 2013 5Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerIntroductionFor long, companies have used paid-media push marketing at some well-defined points along the funnel to build awareness, drive consideration,and ultimately inspire purchase. But today this funnel is over.Today consumers connect with brands in fundamentally new ways, oftenthrough channels that are beyond manufacturers and retailers control.The traditional customer decision process is over.A multi-channel approach is mandatory. Brands need to align with theconsumer decision journey. They need to figure-out at what touch pointsconsumers are most open to influence, and how they can interact withthem at those points.
  6. 6. 4 juin 2013 6Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerIntroductionFor years marketers have used the funnel metaphor to think abouttouch points: Consumers would start at the wide end of the funnelwith many brands in mind and narrow them down to a final choice.
  7. 7. 4 juin 2013 7Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerIntroductionBut now instead of narrowing their choices, consumers add andsubtract brands from a group under consideration during anextended evaluation phase.And after purchase, they often enter into an open-endedrelationship with the brand, sharing their experience with itonline.
  8. 8. 4 juin 2013 8Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerAmex Shop Small
  9. 9. 4 juin 2013 9Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerAmerican Express- Country: USA- Target audience: SMB owners- Goals: Create empathy forthe brand and increaserevenue on this market- Challenge: contribute torelaunching US economy- Concept: a 360 campaigntargeting SMBs customers withnew marketing tools.- Results: thousands ofcompany joined2.7 M likes on FbParticularly relevant in a crisistimehttp://youtu.be/rIYHjs1vEAo
  10. 10. 4 juin 2013 10Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerSweden Institute & Visit Sweden
  11. 11. 4 juin 2013 11Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerCurators of SwedenIn 2011, Sweden became the first country in the world tolet go of an official communication channel and hand itover to its citizens. Every week, someone in Swedenbecame @Sweden: sole ruler of the worlds mostdemocratic Twitter account.
  12. 12. 4 juin 2013 12Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerCurators of Sweden- Country: Sweden- Brand: Sweden Institute/Visit Sweden- Target audience: Women- Goals: Enhance Sweden brand awareness- Challenge: Show Swedish core values to increase brand awareness- Concept: Hand the official Swedish Twitter account to Sweden citizens. Every week, someone in Sweden is@Sweden: sole ruler of the worlds most democratic Twitter account. For seven days, he or she shares theireveryday life, private opinions and general reflections. The week after, someone else does the same — butdifferently- Results•  +65,000 new followers from 120 countries/thousands of conversation•  70 countries, cities and organizations followed the same approach•  An estimated PR value of $20 million•  http://vimeo.com/54298140
  13. 13. 4 juin 2013 13Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerCurators of Sweden
  14. 14. 4 juin 2013 14Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerDecode with Jay-Z
  15. 15. 4 juin 2013 15Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerDecode with Jay-Z
  16. 16. 4 juin 2013 16Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerDecode with Jay-Z- Country: US- Brand: Microsoft/Bing- Target audience: Young audience- Goals: Brand awareness/raise visibility for Bing’s new service, Bing maps- Challenge: Create an alternative to Google mapping service- Concept: Droga5, placed pages from the book in locations relevant to the content.Bits of Decoded appeared everywhere from “billboards to bus shelters, to swimming pools and pool tables;from Gucci jackets to burger wrappers and bronze plaques to Cadillacs” i.e. unique traditional,nontraditional and digital advertising placements in 15 cities around the world.- ResultsBoth parties saw huge success in a short amount of time. As clues to finding the next page of the book werereleased, Bing saw their traffic increase by millions of new users. By the end of the campaign, Bing reachedthe top 10 of the most visited sites in the world.•  +11 min on dedicated website•  +11.7% visits on Bing.com•  An estimated $1.1 billion worth of media impression•  http://youtu.be/XNic4wf8AYg
  17. 17. 4 juin 2013 17Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerMcDonald’s behind the scene campaign- Country: Canada- Target audience: Moms/people wary of the brand- Goals: Engage in a long-termrelationship & reassure- Challenge: recurringquestions about the quality infood chains- Concept: create a newchannel where people can askany question. Adopt atransparent position.- Results: More than 6,000questions asked, over 2 millioninteractionsAverage time spent: 4 minhttp://youtu.be/oSd0keSj2W8
  18. 18. 4 juin 2013 18Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerMcDonald’s behind the scene campaign
  19. 19. 4 juin 2013 19Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerWhat Do We Learn from That?
  20. 20. 4 juin 2013 20Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerGeneral considerations•  Consumers still want a clear brand promise!•  What has changed is when—at what touch points—they are most open to engage, and how you can interact withthem at those points•  The visualization of the journey will help you focus the conversation on where to spend money, where theopportunities are, what sorts of people and processes you need to deliver on them, where you are weak and yourcompetitors are strong.•  Purchase is no longer the end of the relationship. Now consumers often enter into an ongoing relationship with thebrand during which they enjoy, advocate for and bond with it. Treat the post-purchase process with the same levelof importance as the pre-purchase one.•  The CDJ is ABSOLUTELY NOT limited to digital. Customers often move across channels during their journey.•  The experience has to be consistent on every channel you’re using. Online/offline doesn’t exist anymore. You haveto think in terms of channels and how well they integrate with each other.•  Instead of producing designs and deliverables to meet business requirements, user experience professionals willcollaborate with business to co-create solutions that successfully engage with customers. Think Apple!What do we learn from that?
  21. 21. 4 juin 2013 21Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerA few more things•  Customers are talking about your products, perhaps on your site, or perhaps elsewhere. Find them, listen to whatthey are saying. They’re expecting you to get involved in the conversation. Use what you learn to develop yourunderstanding of the Consumer Decision Journey.•  And then engage, by answering questions, providing ideas, supplying links, and giving customers the content theywant (McDonald’s behind the scene on YouTube http://youtu.be/oSd0keSj2W8, MyStarbucksidea…)•  Social media is not the endgame. It is a tool to talk and connect with customers.•  Changes driven by adopting a CDJ perspective go deeper than online execution tactics or agency-managedprograms. They are at the heart of how a brand manifests itself in the eyes of its customers and how the companywill align its operations to deliver a brand new experience. Think BigData!•  Track and measure: in this post-PC/3.0 era, success, for many enterprises, will depend on their ability to extendtheir reach into these new territories, to track customers across all devices and domains and to make sense of thedata pulled from these disparate sources.•  The faster data can be recombined, reconstituted and re-examined, the faster new connection points canbe added, new interfaces designed and new ecosystems exploited.What do we learn from that?
  22. 22. 4 juin 2013 22Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer“There will come a time when it isnt Theyre spying on methrough my phone anymore. Eventually, it will be My phone isspying on me.”― Philip K. Dick (1928 – 1982)Successful integrated campaigns
  23. 23. 4 juin 2013 23Conférence HEC – Web 3.0: Harnessing the Empowered and Social ConsumerThank youQuestions?