Modus - iStrategy Chicago

•

2 likes•685 views

iStrategy

Automotive

Whoever knows
their customers best

WINS
modus associates
DIGITAL STR ATE G Y + D E S IG N

Innovation is hard.
Let your customers help.
1. Why?
2. How?
3. Workshop

www.modusassociates.com 2

Scott McDonald Kristen Kulenych Graham Ericksen
Co-founder, Co-founder, Principal, Director of
Managing Director Chief Experience Officer Strategy & Innovation

modus associates
DIGITAL STR ATEGY + DESIGN

Why we’re here
Where should you place your bets
in a world where everything is changing
and anything seems possible?

www.modusassociates.com 4

“Nice, but as long as there are readers there will be scrolls.”

Today’s takeaway
A practical framework you can use today
to improve profitability and better
serve your customers online

i.e., To place the
right bets.

www.modusassociates.com 6

Customer focus is in vogue...
ROLES ASSOCIATIONS

BOOKS

ARTICLES

www.modusassociates.com 8

“Of course it’s about
our customers.”

www.modusassociates.com 9

100s surveyed
The business consultancy Bain & Company
surveyed hundreds of companies that
felt they delivered superior customer
experiences.

www.modusassociates.com 10

only 8% agree
But in reality, only 8% of those
companies’ customers agreed that the
experience was superior.

www.modusassociates.com 11

only $ of $ 1 80
“For every $80 companies spend
driving traffic to their websites, only $1
is spent converting that traffic into
customers.”

www.modusassociates.com 12

What’s at stake...

www.modusassociates.com 13

10-to-1 margin
“A three-year study of more than 40 Fortune
500 companies by research firm Peer Insight
found companies focused on customer
experience design outperformed the
S&P 500 by a 10-to-1 margin.”

www.modusassociates.com 14

Customer-Centric Firms Are Leaders

www.modusassociates.com 16

Keys to getting
a complete picture:
1. Variety of sources
2. What customers SAY and DO

www.modusassociates.com 18

What they DO
Some tools and techniques:
+ Ethnographic research
+ User testing of your sites & products
+ Web traffic analysis
+ Industry / Third-party research
+ Competitive & best practices benchmarking

www.modusassociates.com 19

What they SAY
Some tools and techniques:
+ Customer interviews & focus groups
+ Surveys and questionnaires
+ Feedback forms
+ Customer service logs
+ Social media monitoring

www.modusassociates.com 20

Imagine if you will…

www.modusassociates.com 22

Imagine if you will…

Business Mandate:
Book more
rooms online

www.modusassociates.com 23

Insights:
+ Key competitor launches
customer reviews on
their website
Com petitor + Another offers upload
Review and share your trip
photos

www.modusassociates.com 24

Insight:
+ Travelers don’t trust
the reviews on hotel
websites. They prefer Industry
third-party sites like
TripAdvisor.
Research

www.modusassociates.com 25

Insight:
+ Users overwhelmingly
User rejected the “upload
Testing photos and stories” idea

www.modusassociates.com 26

Insights:
+ Deals & discounts most
popular section
+ 40% of searches are Traffic
returning no results Analysis

www.modusassociates.com 27

Insights:
C ustomer Why people are calling:
Service 1. Website was confusing
Logs
2. Thought they would
get a better deal by
phone

www.modusassociates.com 28

Insights:
+ Most site visitors believe
aggregators have the
best pricing.
+ 67% were unaware of
best rate guarantee. Customer
+ 37% never heard of Surveys
Loyalty Program.

www.modusassociates.com 29

Insights:
Desired information:

stomer
+ rice
P
Cu + Deals and discounts
Int erviews + Destination information

www.modusassociates.com 30

The difference between
knowing & guessing
7%
11 %
Entry Page
Bounce

88
Yearly Site
Revenue %
92
Rewards Program
%
Email Newsletter
Sign-up
Sign-up
68%
Special Offers
Revenue

www.modusassociates.com 31

Competitor User
Review Testing
Industry
Research

Customer
Service
Traffic Logs
Analysis
Customer
Surveys Customer
Interviews

www.modusassociates.com 32

Competitor User
Review Testing
Industry
Research

Traffic
Analysis

www.modusassociates.com 33

Competitor
Review
Industry
Research

www.modusassociates.com 34

Could it really be
this straightforward?

Why not?
“We don’t have time…

www.modusassociates.com 36

Why not?
“We don’t have time
to be successful.”

www.modusassociates.com 37

Make the time
to be successful.

www.modusassociates.com 38

Whoever knows
their customers best

WINS

+ For more information visit
modusassociates.com

+ Continue the conversation at
linkedin.com/iStrategy

Rhetoric v. Reality

Hertz images

www.modusassociates.com 41

What's hot

Jason Falls - iStrategy Chicago 2012

iStrategy

The Value of Social Media in B2B

Babcock Jenkins

CRT MM Ideas for Doe

CRT/tanaka

Digital Media and Hospitality Industry

Webenza India Pvt. Ltd

Should Your Company Use Social Media Marketing?

Sallie Burnett

Social Commerce - new trends, integration and changing consumer behavior

Viosk International

Impact of Social Media on E-Commerce

Akshay Thakur

Innov8 - Social Marketing in Travel - Where are the Results

William Bao Bean

Social Commerce - What Are We Waiting For?

Jurgen Appelo

Social Media as Marketing Tools: Valuable for SMEs?

Efthymios Constantinides

Softbank China & India Holdings China Travel - Social Marketing Case Study

William Bao Bean

Introduction underlined

Underlined

Social networks are well-established, as is e-commerce, but it’s only now that we’re seeing the meshing of the two and a great deal of hype around the possibilities. This report charts how retailers and other brands are using the social graph to engage consumers wherever they may be—creating more personal, accessible experiences—and to amplify word-of-mouth. “Social Commerce” examines three key trends: the rise of Facebook commerce (retailers selling directly on Facebook), overlaying the social graph on e-commerce sites and introducing that social graph to the brick-and-mortar world. It looks at what innovative retailers and others are doing in these areas, as well as what’s driving each trend and the significance and potential for marketers. It also spotlights things to watch in this space, from apps that enable sharing while shopping to Facebook Credits. In addition to desk research, we interviewed experts and influencers in research, technology and business, and conducted a quantitative survey in the U.S. and the U.K. The survey used SONAR™, JWT’s proprietary online research tool, to poll 971 adults aged 20-plus from May 20–June 1, 2011.

Social Commerce (July 2011)

J. Walter Thompson Intelligence

Social Media & E-commerce (How social commerce works)

Alexandru Rada

Social Media and Your Target Market

John Avola

The powerof3 content marketing + seo + social media

G4 Marketing Online

25 ways to measure and analyze your social media marketing ROI

Milena Regos

Web2Asia - Online Social Networks In China

Web2Asia

Social Media 2010: Competitive Advantage and Survival

Patsy Stewart

Marketers continuously strive to deliver personalized content to their audience, using engagement with their brand - and similar brands - as a primary driver. But personalization extends far beyond brand interaction. The rise of social media and social networks has opened a door for marketers. Audiences are revealing more about themselves now than ever before: the things they like, want, need, and care about. Marketers now hold the key to boosting campaign performance.

How Listening to Customers Boosts Campaign Performance

NetBase Solutions Inc.

What's hot (20)

Jason Falls - iStrategy Chicago 2012

The Value of Social Media in B2B

CRT MM Ideas for Doe

Digital Media and Hospitality Industry

Should Your Company Use Social Media Marketing?

Social Commerce - new trends, integration and changing consumer behavior

Impact of Social Media on E-Commerce

Innov8 - Social Marketing in Travel - Where are the Results

Social Commerce - What Are We Waiting For?

Social Media as Marketing Tools: Valuable for SMEs?

Softbank China & India Holdings China Travel - Social Marketing Case Study

Introduction underlined

Social Commerce (July 2011)

Social Media & E-commerce (How social commerce works)

Social Media and Your Target Market

The powerof3 content marketing + seo + social media

25 ways to measure and analyze your social media marketing ROI

Web2Asia - Online Social Networks In China

Social Media 2010: Competitive Advantage and Survival

How Listening to Customers Boosts Campaign Performance

Viewers also liked

Keys to Marketing Automation Success and Where to Start

Neolane, Inc.

Martin Smith iStrategy London 2012

iStrategy

Today's highly mobile and engaged economy rewards businesses that deliver relevant, timely, and personalized customer interactions. An engaging customer experience wins business, but managing this experience between corporate marketing and local entities is challenging. Alignment between the corporate and local marketing functions is often hobbled by lack of communication, uncontrolled use of the brand, and redundant systems and processes. How can an organization overcome these obstacles to achieve top-line growth and maximize bottom-line efficiencies? This comprehensive white paper from Neolane explores the intricacies of delivering a consistent brand while recognizing the need to customize the brand to local target audiences. Learn how marketers can leverage a unified technology solution to steer corporate and local entities towards a common business goal; to improve the customer experience and increase sales.

The Distributed Marketing Frontier: Realizing the Dream of Truly "Glocal" Mar...

Neolane, Inc.

Best Practices in Sports and Entertainment Digital Fan Marketing

Neolane, Inc.

Neolane: Integrating the Mobile Device

Neolane, Inc.

Neolane Social Marketing - FAQs

Neolane, Inc.

Crack the Code: Getting C-Suite Buy-In for Your Marketing Tech Purchases

Neolane, Inc.

Accelerating Social Maturity

Neolane, Inc.

Integrating Mobile for a True Cross Channel Marketing Experience

Neolane, Inc.

Lead Management for a Cross-Channel World

Neolane, Inc.

Personalised Digital Interactions: What Reallt Works According to European Ma...

Neolane, Inc.

Analysis of 150 Websites Using Facebook Login

Neolane, Inc.

EMI Music is one of the top global recorded music companies and represents artists spanning all musical tastes and genres including Lily Allen, Coldplay, and Pink Floyd. No longer able to rely on mass marketing to drive in-store sales, EMI Music had to figure out who, exactly, was downloading its artists' music, and how to maximize communications with those consumers to strengthen relationships and drive more revenue. Read the full case study here: bit.ly/awwa51

Neolane: EMI Case Study

Neolane, Inc.

Customer Experience Management from Adobe

Dieter Hovorka

David Letemple, Senior Consultant - Deliverability Expert and Jean-Michel Radiskol, Chief Deliverability Officer, Neolane Email reputation and deliverability is a much an art as it is a science. Attend this session to strengthen your email deliverability skills and knowledge. Learn advanced technical tips & tricks to leverage Neolane’s rich deliverability feature set. Inbox rendering and monitoring, spam scoring, quality auditing, seed-list management, quarantining, whitelisting and throttling will no longer hold any secrets for you. Learn tangible and pragmatic measures to take to optimize your email deliverability strategy. Learn more: http://www.neolane.com

Neolane Email Deliverability Best Practices

Neolane, Inc.

Viewers also liked (15)

Keys to Marketing Automation Success and Where to Start

Martin Smith iStrategy London 2012

The Distributed Marketing Frontier: Realizing the Dream of Truly "Glocal" Mar...

Best Practices in Sports and Entertainment Digital Fan Marketing

Neolane: Integrating the Mobile Device

Neolane Social Marketing - FAQs

Crack the Code: Getting C-Suite Buy-In for Your Marketing Tech Purchases

Accelerating Social Maturity

Integrating Mobile for a True Cross Channel Marketing Experience

Lead Management for a Cross-Channel World

Personalised Digital Interactions: What Reallt Works According to European Ma...

Analysis of 150 Websites Using Facebook Login

Neolane: EMI Case Study

Customer Experience Management from Adobe

Neolane Email Deliverability Best Practices

Similar to Modus - iStrategy Chicago

Class 4 u calgary - internet marketing - strategy

Anduro Marketing

Measuring the Impact of Digital Marketing

CRM Metrix - MetrixLab

Best practices in digital marketing 2012 - dave chaffey smart insights

Dave Chaffey

Web2.0 And Communities

peteraharris

Landing your first customer with new media presented by Suzanne Mcdonald, Des...

Angles & Insights' Brand Builders Innovate Experiences

Social Media Presentation to SCAD

Jake Aull

Market Research Playbook Reloaded

Adv Media Lab

500 million ways to make money on facebook[team nanban][tpb]

MEDAMINE21

Social Commerce

D L

Presentation 10-20

Jesse Laffen

Latest Frost & Sullivan’s Toolkit -Customer Strategy (Sample)

srizzo84

Conversational Marketing: 3 Essential Phases To Build Bi-Directional Dialogue...

G3 Communications

Online marketing Best practices

Dave Chaffey

DreamPath founders presented at pdxMindShare for our June event and talked about the software they developed to help people identify their dream employers. They were both unhappy with their jobs at one point, and their answer was to help people learn how to find companies they would enjoy working for. The event was held at Trader Vic's in downtown Portland and the workshop was followed by networking where attendees got to interact with dozens of Portland professionals.

Learn to Find Your Dream Job with Your Dream Employer with DreamPath

pdx MindShare

Updated for the Vista UX/UI Summit in Dallas, TX You can view a video of this presentation here: https://www.youtube.com/watch?v=NfASJamxjy4 User Experience has a direct impact on your bottom line, and it’s about time we start telling execs in their own language. I’m sure many of you spend a good amount of time evangelizing what it is that you do, and the value it adds. Over the past 15 years I’ve introduced User Experience to everyone from CEOs to developers — using storytelling, metrics, and case studies you can prove without a doubt the value that you bring. In this talk I’ll explain what metrics to track, how to position your work, and stories where User Experience directly effected the bottom line.

UX = ROI: It's not just a myth

Jeremy Johnson

Social media and content ims marketo - sfo 19

Inbound Marketing Summit

Introduction To Affiliate Marketing 20.03.2012 Final

ddesmond

Gamification in 2012: Trends in Consumer and Enterprise Markets with Metrics

Wanda Meloni

Content Management & Web Analytics Theatre; Becoming a revenue centric digita...

TFM&A

Gastcollege Martijn Beijk

Piet van den Boer

Similar to Modus - iStrategy Chicago (20)

Class 4 u calgary - internet marketing - strategy

Measuring the Impact of Digital Marketing

Best practices in digital marketing 2012 - dave chaffey smart insights

Web2.0 And Communities

Landing your first customer with new media presented by Suzanne Mcdonald, Des...

Social Media Presentation to SCAD

Market Research Playbook Reloaded

500 million ways to make money on facebook[team nanban][tpb]

Social Commerce

Presentation 10-20

Latest Frost & Sullivan’s Toolkit -Customer Strategy (Sample)

Conversational Marketing: 3 Essential Phases To Build Bi-Directional Dialogue...

Online marketing Best practices

Learn to Find Your Dream Job with Your Dream Employer with DreamPath

UX = ROI: It's not just a myth

Social media and content ims marketo - sfo 19

Introduction To Affiliate Marketing 20.03.2012 Final

Gamification in 2012: Trends in Consumer and Enterprise Markets with Metrics

Content Management & Web Analytics Theatre; Becoming a revenue centric digita...

Gastcollege Martijn Beijk

More from iStrategy

Social Unleashed: Unlocking the Transformative Power of Social Marketing Jessica Gilmartin, Wildfire Social media is fast becoming a key element of the total marketing mix, cutting across both online and offline activities. There is huge potential for social marketing to amplify brand awareness, engage consumers, and drive business results – but most brands are just scratching the surface of what’s possible. Jessica Gilmartin, Senior Marketing Director of Wildfire, a division of Google, reveals five keys to unleashing the power of social media. Core concepts include cross-network engagement, harnessing social data, and leveraging social signals across the web. Gilmartin also discusses what the convergence of social, local, and mobile means for marketing strategy, and how to make paid, owned, and earned media work more effectively together.

iStrategy Toronto Wildfire Social Unleashed keynote

iStrategy

Google will merge the Google Product Search and the Google PLA to the new Google Shopping by 2013. This will not only impact you as merchant, but also the search and buying behaviour will shift significantly and shake-up the e-commerce industry. How do you get prepared? How is the new system working and what is the strategy behind the changes? In this workshop session, Volker Schmidt, CEO at Products Up – the market leader for Google Shopping optimisation – will answer those questions and more, giving you hands-on material and advice to help shape your future e-commerce success.

iStrategy London 12 - Products Up - How data boosts your Google revenue

iStrategy

This session will examine how today's hyper-aware consumer will continue to change the engagement approach of today's organisations. It will focus on the importance of meeting the needs of today's consumer and look at the key imperatives required by marketers to succeed in this ever changing environment by knowing your customer as an individual, creating value at every touch point and being an authentic brand and culture.

iStrategy Melbourne - Redefining Commerce in the Age of the Empowered Consume...

iStrategy

Today’s marketplace is being transformed by social technologies that are reinventing business models, profit centres, and consumer behaviour. This challenge represents an incredible opportunity. Simon Mainwaring, Fortune 50 consultant and New York Times bestselling author of We First (voted Best Marketing Book of 2012 by strategy+business) explains how the most successful brands in the world are using social media to accelerate their brand awareness, profits and positive social impact. Central to Simon’s message is the requirement that brands clearly define their purpose and story in a community-facing way that will resonate on an emotional level with their customers, inspiring them to promote the brand using their own social media. He explains exactly what tools, tactics, and strategies companies like Nike, Coca-Cola and Starbucks use to architect customer communities that then build their business with them.

iStrategy Melbourne - How the Smartest Brands in the World Use Social Media -...

iStrategy

As Australian brands face increased pressure from international competitors, the growth opportunities in emerging Asian markets become significantly more appealing, and more accessible than ever before. Asia accounts for half of the global population and has the second-largest nominal GDP of all continents after Europe. With increasing digital connectivity and a maturing online market comparatively untouched by international brands, the world's eyes turn on Asia as the next big thing. In this session, we’ll together explore a market with multiple languages, currencies and audience behavioural nuances to demystify the opportunity of, and approach to expanding operations in Asian markets. Aligned with Australian strategic expertise, we’ll spark conversation on the common challenges and brand opportunities Asia presents to your brand.

iStrategy Melbourne - Taking on Asia: the Opportunity For Australian Brands -...

iStrategy

iStrategy Melbourne - Give Your People Superpowers! Unlocking Your Employees’...

iStrategy

The volume and complexity of digital data today often paralyses companies. With so much to be observed and so many insights to be generated, where should strategic marketers start? According to Jason Juma-Ross, Accenture's Australian Interactive lead, success lies not in generating the 'best' answer, but in getting to a better answer faster than your competitors. Here, he explains how customer relevance, delivered at scale and speed, is the next frontier for competitive advantage.

iStrategy Melbourne - Customer Relevance: The Next Frontier for Competitive A...

iStrategy

B2B companies are looking beyond conventional marketingcommunications and using social media to engage directly withtheir audiences, build trust and gather customer insight. Butmany companies are struggling to do this in a meaningful way.They’re prioritising marketing rhetoric over content creation,community building, and problem solving. This means thatbusinesses are missing the opportunity to turn prospects intocustomers and customers into advocates.In this workshop, Text100’s Global Digital and Social Media LeadJeremy Woolf will present the case for B2B social media and amethodology for driving results. The delegation will then be splitinto four groups, each tasked with creatively responding to aB2B social media brief. Text100 experts will guide the groups,with each presenting their strategy back to the delegation.

iStrategy London - B2B Social Media – Moving Beyond the Hype Jeremy Woolf, Te...

iStrategy

In a world of increasing consumer expectations for transparency and quality, is your brand trusted? How can you tell? And how might you use social commerce technologies like reviews and discussions to glean insights and provide consumer assurance? Follow case studies on leading global brands like Kraft, Whole Foods and the NFL to see how marketers and e-commerce executives are working to foster trust.

iStrategy London - Social Commerce: Do Consumers Trust Your Brand? Steve Seme...

iStrategy

A major challenge in social is deciding the right approach to globalising or localising content and conversations. Should brands control social media globally for easier management and brand consistency? Or work on a local level that can be more costly but allows responses to be tailored to local needs and therefore lead to better engagement? Hosted by Gemma Trippas, Oracle’s Social Partnerships Manager and Jeremie Moritz, Social Media Manager at Pernod Ricard, this session will look at what brands can do to adopt the right balance for their social media efforts internationally, drawing on Pernod Ricard’s vast experience in managing many sub-brands across multiple territories.

iStrategy London - Social Media: Making it Work Globally and Locally Gemma Tr...

iStrategy

iStrategy London - The future of SEO is Content, Social and PPC Mark Iremonge...

iStrategy

Consumers are spending a growing majority of their time engaging and consuming content on their mobile connected devices. Brands are struggling in this attention economy to achieve cut-through, build brand awareness and affinity and deliver relevant, engaging advertising messages to their target audiences. Gavin Stirrat, Managing Director EMEA, at Millennial Media, will outline the reasons why having an integrated mobile strategy is now an absolute imperative to reach consumers. Using relevant case studies, he will outline the key facets that any mobile campaign should include to ensure success. Further insight will also be provided that explains how the unique characteristics of the mobile device can be used to reach the right consumer, in the right place, at the right time.

Earning Attention Where it Matters Most: The Power & Imperative to Build Bran...

iStrategy

Alex Coley, former Head of Digital Services at the Metropolitan Police, talks about how the police use of social media has been transformed in the wake of the riots of last summer. As private and public organisations move towards service models in digital, Alex talks about the difficult balancing act the police face in engaging through social media while also monitoring the same channels for intelligence. From Scotland Yard to the Met Special Operations Room, the Home Office and the Foreign Office, social media has been on a journey in the corridors of power over the last year. This is that story.

From Engagement to Intelligence: Striking the Balance in Social Media at the ...

iStrategy

Big data can leave you feeling brain dead. What's relevant? What's not? What do to about it? Sometimes it feels like you're mindlessly ploughing through numbers just for the sake of it. This workshop, led by Brandwatch COO Bryan Tookey, will take you through some examples of big datasets, specifically looking at social media. It will give you the tools to bring your mindless reports and reporting processes back to life. Key takeaways: • Spotting reports for reports sake and other big data zombie traps • How to ensure you are getting value from your big data brains • Bring your big data back from the dead

How to avoid being a data zombie by Brandwatch

iStrategy

Jeff French - a Tale of Two Tequilas - iStrategy Chicago 2012

iStrategy

Buzzfeed - iStrategy Chicago 2012

iStrategy

Engauge 25 Big Ideas - iStrategy Chicago 2012

iStrategy

Jeff Hayzlett - iStrategy Chicago 2012

iStrategy

Huge - Aaron Shapiro - iStrategy Chicago 2012

iStrategy

MLT Creative - iStrategy Chicago 2012

iStrategy

More from iStrategy (20)