Driving Consumer Engagement

Driving Consumer Engagement

French Chamber of Commerce
Friday 5th 2010
Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM

2 years ago….:=)

Consumers Online

© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM

In case you been sleeping so far…:=)

© jess3.com, Youtube, state of internet


ONLINE HAS BEEN EMBRACED


”It is no longer about what your brand
does to the consumer but what
consumers are doing to and with your
brand.”
- Mark Earls
author of Herd, How to Change Mass Behaviour by Harnessing our True Nature


Marketers used to be in charge

BRANDS CONSUMERS


TRUST ME
PUSH
ONE WAY
ADVERTIZE AUTHORITY
INTRUSIVE
MASS

Consumers are now in charge

BRANDS CONSUMERS


TARGETED
DIALOGUE
RICH
INTEGRATION
GIVE CONTROL
INSTANT

The way you might understand me

© F5DC 2010 all rights limited, reproduction forbidden without approval

Don’t have the wrong good idea

✗
WWW.F5DC.COM

At least personalize the
communication…


Supporters of Jiří Paroubek
Don’t : LIE
But : Tell the truth on your
campaign
Company :

Date :
How they did it :
Czech Politicians

Jan 2010
✗
Campaign objective : Get supporters for Jiří Paroubek.

  Set up a group to recruit people who were interested in
winning an iPhone
 After 70,000 joined, group was renamed to fan-site of
Czech Social Democrat leaderJiří Paroubek
Results :
  A wave of egg-throwing attacks on pre-election campaign
meetings of the CSSD was organized in FB subsequently

Why it failed:
  Misled users to join a group with a cause they did not
believe in
  Made users feel that they are lied to and cheated


iYomu
Don’t : Mislead
But : Find real interest
Company :

Date :
How they did it :
Aug 2007

  Designed a prettier site in flash
  Restricted users under 18
✗
New Zealand based start up
Campaign objective : Social network for older sets

  Launched website with a $1 million give-away
Results :
  Only 100,000 members joined
  No frequent users
  Group closed in less than a year

Why it failed:
  Did not offer anything new to user
  Has a pretty but impractical interface
  Tedious questionnaire with no clear purpose
  User who won competition was removed – rigged
competiton

AMP UP Before You Score
Don’t : Go for the BIG idea
But : Be relevant
Company :

Date :
How they did it :
Pepsi
Campaign objective : App to cater to young males
Oct 2009

  Categorized women into 24 types with related
information and how to ‘score’ these women
✗
 ‘Brag List’ to keep track of girls they’ve gotten ‘lucky’ with
Results :
  Blogs and mainstream press forced Pepsi to remove app
and the offensive material
Why it failed:
  Created sexism and stereotypes
  Negative impact associated with brand
 Tasteless idea


Having website, Facebook application,
augmented reality, Twitter feed

does not solve your problems

Do not fall in the (easy) trap

  Push Message Pretend to listen to people

  Abuse social media Push product and pretend to listen

  Limit the feedbacks Censorship ways

  Stay mass Consider one consumer , one profile

  Cut and Paste Import the new TV ad to a nice banner

  Lie about yourself Be true to your genes and message


INNOVATIONS ARE NOT LIKE TOYS


www.studiopress.com : $250 website


www.highwire.com : $50 / month


2010 engagement paradigm

The secret to prepare a good campaign
consumer is the center of strategy

consumer

strategy is the center of the tactics

strategy

tactics

innovation

tactics is the center of the innovation


We need a proper approach

1
STRATEGY


Make the consumer life easy
Listen to consumer and embrace them

Simple Relevant Personalize

Complex hidden mechanics to achieve simplicity

Clear offer and
Strategy Console / Dashboard
benefits

Measurements of all
Concept Back end
actions

Testing Tracking and Learning Front end / back end

© F5DC 2010 all25
rights limited, reproduction forbidden without approval
3/5/10 @ F5 Digital Consulting - Reproduction forbidden without formal written consent.

Fix the basics : Measure the right thing
CPP CPC

4% click rate delivery Page rank guarantee
DOES NOT EXIST DOES NOT EXIST

Sales Impact / Brand Impact

One innovative measurement system
Tactics What matters One solution : Quividi

Advertising campaign Are they watching ?

Product launch Are they interested ?

Event Are they active ?

Direct audience measurement

Live information

Efficiency information

Fix basics : Answer clients
Example : Flexanswer
Relative preference

Importance

Engagement

Nice to have

First interactions

Search on phrases not word

Information Direct answer to best answer

Critical
Critical Ease consumer life


Focus on the consumer
Engagement Consumers Discussion

Website Blogs

Augmented Reality Forum

iApps Social Networking

Search

  What is needed ?
  What added value do I bring to my consumers ?
  How do I create a path for him to me ?
  How do I engage and maintain the relation ?
  What works and does not ?

Each of them requires specific knowledge


Don’t use the tools the same way

Objectives Objectives Objectives Objectives

Metrics Metrics Metrics Metrics

Usage Usage Usage Usage

Which is in any case totally different from using the push media


SN is not about banner on Facebook !
Why would
Common Why would Recruit
they promote
purposes they join ? members
it

Engage
Link to brand Talk to them Create activity
members

Don’t Do’s
"   Don’t disturb the community "  Bring added value
"   Don’t spam "  Give them a reason to follow you
"   Don’t impose "  Accept to lose control

IM Social
Company : Singtel / Motorola
Campaign objective : Promote Motorola camera function
Date : Jan 2010
How they did it :
 Paraded the ‘IM social’ frame around popular locations to
snap pictures of passerbys and upload on facebook
 Users can tag themselves and win a yacht trip
 Utilised twitter, facebook, photobucket and picasa

Results :
  3,000 fan base
  67 photo albums, over 5,000 photos uploaded
Why is it great :
  Associated people with the ‘social’ image that
facebookers like to have
 Multi-platforms ensure easier accessibility
 Selected popular areas such as Orchard, Bu


FedEx Customize Package campaign
Company : FedEx
Campaign objective : Leverage pre-existing microsite to FB
Date : Nov 2007
How they did it :
  Discovered Facebook cannot send attachments
  Let users package photos/videos/links etc in a
customizable FedEx package
Results :
  100,000 installs in 72 hours
  > 300,000 active users in 6 days
  Uninstall rate was <10%
Why is it great :
  Simple but useful application
  Made use of what users need and what is missing in
Facebook


Engage Consumers into a personalize
journey through multiple touch points

Using the new media to support the engagement


Innovative 1 to 1 Multichannel


Study case
How to increase the number of tourists in a dedicated country ?

Before After

  Email / website   6 questions asked
  Send a generic catalog   1 to 1 catalog
  Expensive posting
  Not up to date
  Not relevant to my needs only


Personalize the booklet

Customized picture cover
Destination’s name
Name of the tourist

Flight path personalized

Customized picture cover
Destination’s name
Name of the tourist

Table of content / name


Personalize list of activities

Different list of To-Do list
and descriptions


Dynamic list of hotels / date / price

Hotel bookings customized
according to period of stay,
place and costs

Results :
+25% increase ROI, paper saved from
112 pages to 24 pages
hhttp://www.fujixerox-transpromo.com

Extra study case

Let the consumer decides
  Websites, SN, SEM are only tactics

  Create a path for consumer

  Engage a Dialog

  Use each tool with its own strength

  Measure

  Learn and test


THANKS
Do you have any question ?

Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM

Driving Consumer Engagement

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