Michael Solomon presents Digital engagement @ Canvas8

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Canvas8 Thought Leader, Professor Michael Solomon looks at Digital Engagement. Introducing the concept of consumerspace versus marketerspace Michael looks at the best way of engaging people and communicating brands' identity in a digital world.

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Michael Solomon presents Digital engagement @ Canvas8

  1. 1. DIGITAL ENGAGEMENT<br />Michael R. Solomon, Ph.D.<br />Professor of Consumer Behaviour<br />Manchester Business School<br />Professor of Marketing and Director, Center for Consumer Research<br />Haub School of Business, Saint Joseph’s University, Philadelphia U.S.A.<br />msolom01@sju.edu<br /> November 2009<br />
  2. 2. ABOUT THE SPEAKER<br />Michael R. Solomon, Ph.D. is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University in Philadelphia. He also is Professor of Consumer Behaviour at the Manchester School of Business, The University of Manchester, U.K. Dr. Solomon has published numerous articles on consumer behavior, lifestyles, services marketing, and fashion psychology, and he is the author of Marketing textbooks that are used in business schools around the world. He is the author of Conquering Consumerspace: Marketing Strategies for a Branded World(American Management Association) and The Truth about What Customers Want (FT Press).<br />Prof. Solomon has worked with numerous corporate clients on issues related to consumer behavior, branding, services marketing, retailing and advertising. He appears on television shows such as Good Morning America and The Today Show to comment on consumer behavior issues. He has delivered keynote addresses at many trade organizations and corporate meetings in the U.S., Europe, Latin America and Asia.<br />msolom01@sju.edu 610.660.3411<br />
  3. 3. The Holy Grail: Lure the Reluctant Consumer<br />
  4. 4. Multitasking: Combining Shopping, Entertainment, Work <br />
  5. 5. ENGAGEMENT = ROI<br />75% of executives say higher levels of customer engagement would result in higher profits<br />49% think inadequate engagement is to blame for up to 25% of lost sales.<br />The Economist, March 2009<br />
  6. 6. Brand Equity Model<br />Engagement<br />BRAND<br />RESONANCE<br />CONSUMER FEELINGS<br />CONSUMER<br />JUDGMENTS<br />BRAND PERFORMANCE<br />BRAND IMAGERY<br />BRAND SALIENCE<br />Adapted from Kevin Lane Keller, Strategic Brand Management, Irwin McGraw-Hill, 2003<br />
  7. 7.
  8. 8.
  9. 9.
  10. 10.
  11. 11.
  12. 12. Loyalty<br />Attachment<br />Community<br />Flow State<br />
  13. 13. 13<br />
  14. 14. THE NEW CONSUMER MINDSET<br />
  15. 15. Marketer<br /> Consumer<br />
  16. 16. The consumer as“couch potato”<br />
  17. 17.
  18. 18. WELCOME TO CONSUMERSPACE<br />
  19. 19. <ul><li>In marketerspace</li></ul>companies sell to us. <br /><ul><li>In consumerspace</li></ul> they sell with us.<br />
  20. 20. In consumerspace, people want to be part of the marketing process…<br />
  21. 21.
  22. 22. Cultural Co-Creation<br />Co-created meanings fold back into the culture and become part of the social discourse. <br />Jones soda, for example, enlists its consumers’ input on packages and flavors <br />22<br />
  23. 23. Link to Cultural Myths<br />
  24. 24. CONSUMPTION<br />RITUALS<br />BBDO: “Fortress brands” embedded in rituals are difficult to replace. About 90% of consumers worldwide use the same brand each time they perform a ritual! <br />
  25. 25. Evolutions in Branding Theory and Research: Three Steps Forward<br />FROM:<br />Brands as assets created and controlled by the firm<br />Brands exist in the minds of consumers<br />“What brands mean” <br />TO:<br />Brands as co-created entities<br />Brands live in cultures<br />How brands come to mean; brand development mechanisms and processes<br />Fournier, Susan G., Michael R. Solomon, and Basil G. Englis, “Brand Resonance,” in Schmitt, B.H. And D.L. Rogers (eds) (2008), Handbook on Brand and Experience Management, Cheltenham, UK and Northampton, MA, USA: Edward Elgar.<br /> <br />
  26. 26. THE CGC BOOM<br />
  27. 27. Consumer-Generated Media (CGM)<br />The Infamous Mentos - Diet Coke Experiments<br />
  28. 28. Doritos CGC<br />
  29. 29.
  30. 30. Accenture survey: Media and entertainment executives see the ability and eagerness of individuals to create their own content as one of the biggest threats to their business. <br />57% identified the rapid growth of user-generated content as one of the top three challenges they face today.<br />
  31. 31. Risk Vs. Control<br />But: 68% of the respondents said they believe that within three years their businesses will be making money on user-generated content!<br />
  32. 32. The Bottom Line:<br />You don’t own your brand anyway.<br />GET OVER IT<br />
  33. 33. CGM ≠ CGC!<br />Consumer-generated MEDIA<br />Custom pricing<br />Viral distribution<br />New product development<br />Product personalization<br />Customer insights<br />Advertising <br />New media<br />Consumer-generated CONTENT<br />
  34. 34. Consumers Become Marketers<br />Directors:<br />Britain’s Got Talent<br />TiVo<br />Ford Probe commercial – viewers pick the ending<br />Player-cams follow individual athletes during football games<br />Apple: Viewers post their own commercials<br />Retailers/ Distributors<br />eBay<br />Amway<br />Kazaa, Grokster, etc.<br />
  35. 35. DOMAINS OF CGC<br />
  36. 36.
  37. 37. Consumer-Enabled Distribution<br />(aka Viral Video)<br />
  38. 38. www.subservientchicken.com<br />
  39. 39. Consumer-Generated Pricing<br />
  40. 40. NPD and Customer Insights<br />
  41. 41. 41<br />
  42. 42. Prediction markets<br />
  43. 43. hsx.com<br />
  44. 44. 44<br />
  45. 45. 45<br />
  46. 46. 46<br />
  47. 47. 47<br />
  48. 48. 48<br />
  49. 49. 49<br />
  50. 50. 50<br />
  51. 51. 51<br />
  52. 52. 52<br />
  53. 53. Virtual Worlds<br />
  54. 54. Virtual Worlds<br />
  55. 55. ©2007Michael Solomon<br />55<br />
  56. 56. SOCIAL IDENTITY IN CYBERSPACE <br />Natalie<br />
  57. 57. Physical/Digital Identity Management<br />
  58. 58. Before<br />
  59. 59. Some residents use real identities…<br />
  60. 60. Others not so much…<br />
  61. 61. Selecting an appropriate avatar for a web site may be just as important as selecting the right model for an advertising campaign…<br />
  62. 62. Through the Looking Glass?<br />
  63. 63. Offline to Online <br />
  64. 64.
  65. 65. TastyDiamondz tells me how she is shy in real life, but VMTV helps her to overcome this shyness.<br />
  66. 66.
  67. 67. The Disabled<br />
  68. 68. Online to Offline<br />
  69. 69. Proteus Effects<br />
  70. 70. Cosplay<br />
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  73. 73.
  74. 74.
  75. 75. Sales Training<br />
  76. 76. See behaviors from 3rd person perspective <br />
  77. 77. Integration!<br />
  78. 78. Welcome to AUGMENTED REALITY<br />
  79. 79.
  80. 80.
  81. 81. Promotes unity between your true and virtual identities. <br />You can upload real footage onto a virtual TV in your virtual apartment, and share your real videos with your virtual friends. <br />
  82. 82. …Let your customers tell you!<br />
  83. 83. THANKS FOR LISTENING! <br />

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