The fair exchange tutorial balancing customer needs and business objectives
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John Kottcamp and Misia Tramp's presentation at Aarhus 13. The Fair Exchance
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The fair exchange tutorial balancing customer needs and business objectives
- 1. Balancing customer needs and business objectives to achieve customer centricity!
- 2. • The State of Marketing! • • Customers! Business! • Digital Experience! • • Customer Needs! Business Objectives! • Mutual Relevance! • Mid- Morning Break! • Customer Decision Making Process! • Measurement and the Fair Exchange! • Mid-Morning Break #2! • Making it Real! • • • Square Peg, Round Hole! Contextual Disconnect! We’re not all alike! • Planning a product launch! • Tahzoo Information!
- 3. A little bit about us Tahzoo is a leading customer engagement agency that empowers Global 1000 enterprises to create and deliver customer experiences that are engaging, relevant and persuasive across all digital channels and devices.! Washington dc Richmond va Seattle wa
- 4. We provide consulting and technology services Insight planning delivery
- 5. We’re lucky to work with some great clients Retail, Auto & Consumer Services Financial Services Technology Healthcare B2B
- 7. the World Has Changed
- 12. consumers
- 13. Once we defined our identities by family, tribe and Locale
- 14. We used myths to influence behavior
- 16. And dream the American dream
- 17. Then came modern advertising
- 18. Leo Burnett and David Ogilvy created new myths for us to believe
- 19. They told us what to eat
- 20. What to drink
- 21. And How to behave
- 22. The big brands ruled
- 23. Then came the internet
- 24. It brought us new choices
- 25. More choices
- 26. A way to connect
- 27. A way to influence
- 29. The business
- 30. More competition
- 32. More measurement
- 35. How many of your companies have a website
- 36. Why?
- 37. What would your customers say if your website disappeared
- 38. What would your CEO say
- 39. How do you know if it matters
- 40. Exercise #1
- 41. Digital strategy Which digital Channels do you currently use in your business?! Web! Digital Inbound (Email, Display, Search…)! Mobile (SMS, Smartphone! Social! Describe the primary purpose for each digital channel?! what would your Executive board say is the #1 reason for each digital channel?!
- 43. consumers typically visit websites for one of the following reasons Infotainment! Search! Discovery! Research! Purchase! Support!
- 44. businesses typically want site visitors to accomplish one of the following objectives Brand Awareness! Education! Buy! Manage! Self- Service! Advocacy!
- 45. consumers Evaluation! Purchase! Use! The customer Journey Awareness! Consideration! Support! Advocacy! brands
- 46. Exercise #2
- 47. Consumer needs Infotainment! Search! Discovery! Research! Purchase! Support! People come to our website to …! _____________________ _____________________ _____________________ _____________________ ____________________.!
- 48. Business objectives Brand Awareness! Education! My company wants website visitors to …! ! Buy! Manage! Self- Service! Advocacy! _____________________ _____________________ _____________________ _____________________ ____________________. !
- 51. Holding up the mirror…..
- 52. Holding up the mirror….. The business decided…! …and customers think! “We want 500,000 Facebook fans” “What’s the point in me ‘liking’ your page? I’m not interested”! “Omni channel is our #1 priority – we need to be communicating with our customers through as many channels as possible”! “Leave me alone! Stop spamming me….”!
- 53. Holding up the mirror….. Customers need...! … Business responds! “I want my experience to be personalized”! “We need a lot more profiling information before we can customize the experience”! “Dealing with a company should feel effortless and not take up too much time”! “We need our customers to spend more time on our site, and we need to deliver rich user experiences that show how innovative we are”!
- 57. There’s been a big shift in how we think Spectator! Culture! Participatory! Culture! Convergence! Culture! Passive Reception! Being connected to a larger whole ! Involvement ! in a production ecosystem! The BIG shift!
- 58. Participation & convergence are now givens
- 59. Exercise #3
- 60. Measurement across the customer journey Pre Sales Experience! Paid channels! Owned channels! Earned channels! Buying Experience! Post Sales Experience!
- 62. You get what your measure Customer Commitment! Give customers what they ask for… Desired behaviors / perceptions! They’ll think & do the things you want them to do… Business Success! The business will meet its goals!
- 63. The mistake brands commonly make Customer Commitment! Don’t give customers what they ask for… û û Desired behaviors / perceptions! They’ll think & do the things you Undesired want them to do… Behaviors/ Perceptions! Business Success! The business will meet its goals! not meet its goals! 60-80% don’t do what you want them to do…!
- 64. Ensuring a fair exchange Business Goals! Desired behaviors / perceptions! Customer Commitment!
- 65. Determining your guage Consumer Needs! ! __________! __________! __________! __________! __________! Business Objectives! ! __________! __________! __________! __________! __________!
- 66. Many companies get caught in a “vanity Trap” Vanity ! Sanity! Reality!
- 67. Exercise #4
- 68. Are you caught in the vanity trap? Which metrics?! Vanity?! Sanity?! Reality?! Why?! Who owns?!
- 69. What would a fair exchange look like? Pre Sales Experience! Paid channels! Owned channels! Earned channels! Buying Experience! Post Sales Experience!
- 72. Problem # 1 – Square Peg in a Round hole
- 73. EMAIL
- 74. LANDING PAGE
- 75. WEBSITE
- 76. Exercise #5
- 77. Inbound and digital alignment Who owns, manages and optimizes offers, messaging, and target for each channel?! Offline! Web! Digital Inbound (Email, Display, Search…)! Mobile (SMS, Smartphone! Social! Do you have defined processes to align and coordinate across channels! Do you use end to end metrics to measure impact and conversions!
- 78. Problem # 2 – contextual disconnect
- 79. Anything wrong
- 80. The power of search
- 81. Doesn’t always deliver the right context What happened to San Francisco?!
- 82. Exercise #6
- 83. Contextual alignment Do you offer context aware messaging, offers and content for each channel?! Offline! Web! Digital Inbound (Email, Display, Search…)! Mobile (SMS, Smartphone! Social! Do you provide personalized content matched to context across channel?! Do you have the technology to drive dynamic publishing across channels?!
- 84. Problem # 3 – we’re not all alike
- 85. A specialist?
- 86. Tractors - baby furniture - Christmas decor
- 87. Exercise #7
- 88. Real time personalization What is the typical time between research, campaign design and in market deployment?! Offline! Web! Digital Inbound (Email, Display, Search…)! Mobile (SMS, Smartphone! Social! Are you able to collect digital experience data in real-time?! Are you able to provide personalized content based on real time data?!
- 90. Exercise #8 Planning a Product Launch
- 91. Background scenario • You work for an FMCG brand, that up until now has been successful through a very product centric approach to marketing! • Response to campaigns is in decline, and digital engagement isn’t yielding the desired return! • Your goal is to shift the thinking from product centric marketing to being audience centric! • As such you have commissioned a piece of research to understand your target audience: Mothers. The summary of insights are on the following slides!
- 92. High volume of conversations! NaKonal and local news Family life RelaKonships PoliKcs Time management Teenagers Holidays Health and wellbeing Religion Holiday School/educaKon Family friendly acKviKes Sex Bullying House/home Law/legal Technology support Discipline EmoKonal release Campaigns Child safety Consumer focus Fostering Being a working mum Me Kme Cooking Fashion Housework/cleaning Money Alcohol Skin care Stay at home mum Household products Internet security Home working Hair care Cars Feminine hygiene Low volume of conversations! % decrease on 11/12! % increase on 11/12! 1 & 2 KEY AND ACTION POINTS! 5 11 0 = no change since 12/13! -‐12 ! -‐5 -‐1 Positive score = relative increase in volume of conversations compared of 12/13! 35 2 -‐34 ! Negative score = relative decrease in volume of conversations compared of 12/13! -‐9 -‐34 -‐38 -‐26 3 32 35 Declining topic – ! Volume decreasing! ACTION: Monitor for major changes every 6 to 12 months! 4 6 -‐12 Rising Theme / off territory! – volume increasing BUT NOT on territory! 21 -‐15 6 32 4 34 35 29 ACTION: Review to establish if there is a angle on the topic! 5 -‐10 6 EMERGING TOPIC LOW but increasing volume + on territory! -‐22 27 7 15 ACTION: Monitor for increasing volume, OPPORTUNITY to lead the conversation on these areas! -‐11 34 33 35 32 32 25 26 34 32 36 -‐50 -‐40 -‐30 -‐20 -‐10 0 10 20 30 40 HOT TOPIC– volume increasing + in territory! ACTION: Ensure overall appeal be focusing on topics that dominate the audiences’ conversations! 2013 compared to 2001/12 50
- 93. Summary of hot topics 1. FAMILY LIFE & NEWS! Rich set of themes within the context of family from morals to money. Talking about the family means talking about the whole of life. This is broken down further in the Key Themes analysis at the next stage! ! 2. TEENAGE ISSUES! Growth of teenage threads in key forums – core unmet need! ! 3. FAMILY FRIENDLY ACTIVITIES! Growing focus on doing things as a family! ! 4. WOMEN'S ISSUES & CAMPAIGNS! Growing trends in being active and involved with women's/ family politics / fundraising / activism issues! ! 5. CONSUMER RIGHTS! Growing sharing of pro consumers hints, tips, savings and legal rights across a wide range of products and service categories! ! 6. WORK LIFE BALANCE! Growing focus on the challenges of being a working mum, whether running a business or simply juggling work and home life for an employer! ! 7. FOOD AND COOKING! Food and cooking is trending as hobby as well as being part of practical living. Focus on combining health issues, budget issues and passion for eating as a social activity !
- 94. Consistent 3 year conversation themes • While categories are about the headline topic of the conversations, themes come from the content, sentiment and meaning of these conversations. ! • This theme cloud represents the key words and phrases that the category conversations contain! THEME RANK! CONVERSATION AL KEY WORDS! VOLUME OF MENTIONS! 963,103! 2! Good/great! 912,580! Discounts/offers/free! 500,399! 4! School/educaKon! 490,333! 5! Games/gaming! 442,841! 7! Holiday/holidays! 433,864! 8! Health/fitness/diet! 423,142! 9! House/home! 419,170! 10! Business/work/job! 385,156! 11! Online! 384,104! 12! Year! 379,876! 13! Family! 378,818! 14! Law/legal! 373,400! 15! KEY INSIGHT:! • It is not all doom and gloom amongst the audience ! RESULTING TONE OF VOICE:! • The dominance of Good and Great within the audience conversations shows that optimism and a positive tone in content and communications will drive engagement! Time! 3! 1. ! 1! People! 354,124! 16! Golf! 350,414! 17! Life! 337,541! 18! Download! 336,362! 19! Movies! 331,190! 20! City! 299,860!
- 95. CONSISTENT, RELEVANT THEMES DRIVE ENGAGEMENT 1. Time! 10. Family news stories! 2. Money! 3. School & education! 9. Family life – across the generations ! 8. Work / Business! Mothers with school age children 7. House/ Home! 6. Healthy / fitness / diet! 4. ‘Me’ – fun, entertainment, books. Movies, music, games, gaming! 5. Holidays – locations, activities, family friendly!
- 97. BRIEFs • You are launching a new brand of washing powder that is highly innovative & aims to disrupt the market through:! • The innovation of the product! • Creating a strong digital community to engage target Mothers! • Creating strong partnerships with other brands to drive value in the community! • Cross selling to the existing portfolio! • You need to design the for the launch:! • campaign strategy! • content strategy! • measurement framework!
- 99. Content strategy • Using the example provided please build out the 3 most relevant content archetypes and specify the role of:! • Your website! • Your Facebook page! • Please think about how you will connect your content to what matters to Mothers as well as ensuring a commercial outcome (remember the fair exchangeJ)! • Remember to think about driving a content journey, so content should have a clear call to action!
- 100. So little time, so much to do Making time for the important things in life! Making quality time for the family by taking less time for the mundane ! Getting a work life balance! How to effectively juggle your life! Looking after the home! HINTS AND TIPS:! TIME MANAGEMENT! Cleaning tips! Effective products! New rouKnes In the kitchen! Quick and easy, healthy meals! Time saving tips in preparation!
- 101. Saving time in the kitchen: example Insight:! • Part of my role as a Mum is to feed my family well, but time and inspiration make it difficult! Need:! • Help me to save time in the kitchen ! facebook role: ! 1. What’s happening in your kitchen today? ! 2. Real time help and inspiration to make feeding the family easier! Supersavvyme.com! ! Supersavvyme.com top posts! ! POSITION:! Supersavvyme.com! Tried and tested 30 minute family meal – one less thing you need to think of this week ! • We know that cooking for the family every day can be hard. ! • We can help with great ideas that are quick and easy to prepare.! LOCATION: FOOD SECTION! ! ! Content:! 1. TODAYS 15 minute emergency recipes! 2. THIS WEEKS 30 minute family meal! 3. Hints and tips for saving time with food prep integrated into all recipes! 4. Hints and tips on shopping for, planning & preparing the weeks menu! www.supersavvyme.comreal30miinutemeals! ! XX people like this! View all X comments! Supersavvyme.com! Short of ideas for cooking under pressure tonight? See today’s 15 minute meal! www.supersavvyme.com/15minutemeals! ! XX people like this! View all! X comments! Community manager: My kids (7 & 9) are fed up with my usual repertoire. Any winning dinners that don’t take forever to cook?! XX people like this! View all X comments!
- 102. What should the launch scorecard look like Which metrics?! Vanity?! Sanity?! Reality?! Why?! Who owns?!
- 103. Thank you John Kottcamp! Chief Marketing & Strategy Officer! john@tahzoo.com ! Misia Tramp! Executive Vice President, Insight & Innovation! misiat@tahzoo.com !