RP Kumar's new Brand Engagement Approach

MOVING
ON
FROM
© R P Kumar DECEMBER 2012

© R P Kumar, DECEMBER 2013

FRIENDLY NOTE

THIS IS
RAJESH P. KUMAR’S
INTELLECTUAL
PROPERTY.

I’D BE DELIGHTED TO
WORK WITH YOU ON
THIS STUFF, BUT PLEASE
DON’T STEAL THESE
IDEAS.

And I’ve used some graphics I didn’t

create – all rights belong to the
creators.

There’s a fatal disconnect
between what clients measure…
and what matters to consumers.

MOST Client MeTRICS:
EXTENSION OF FINANCIAL THINKING…
• Share of Market
• Share of Aisle
• Share of Wallet
• Share of Mouth (yuck!)
• Share of Stomach (double yuck!)
• … ad nauseam

… AND MOST BRAND ENGAGEMENT
MeTRICS EMANATE FROM “AIDA”

• AWARENESS: E.G. TOP OF MIND/PROMPTED
• INTEREST: E.G. EXPRESSED INTEREST IN
BRAND
• DESIRE: E.G. PURCHASE INTENT
• ACTION: E.G. CLICKS, CALLS, STORE VISITS

This outdated Model is linear and unrepresentative of
the inherent messiness of today’s true consumer
journey…yet continues to be the basis of most
engagement models!

MCKINSEY’S MODEL: FIRST ATTEMPT TO MAP
THE “REAL” CUSTOMER JOURNEY
© mckinsey & co.

…BUT MOST BRAND ENGAGEMENT METRICS
ARE STILL OUTDATED!

THE BOTTOM LINE:

WE NEED A New METRIC FOR
Brand ENGAGEMENT … IN

CONSUMER
VOCABULARY

What Matters to Consumers
(go ahead, add these up: that’s 47.3 hours a day!)

Television: 2.5 PDA: 0.2 Text Messaging: 0.6

Sleeping: 8.5 Work: 7.5 Eating & Drinking: 1.2

Newspapers: 0.7 Internet: 3.6 MP3 Players: 0.5

Commuting: 0.7 Laundry: 1.0 Socializing: 1.7

Listening to music: 1.3 Emailing: 1.2 Radio: 1.3

Grocery Shopping: 0.7 Child Care: 1.2 Dressing & Grooming: 0.8

Instant Messenger: 1.0 Landline Phone: 0.7

Health Self-Care: 1.7 Exercise: 1.0 Food Preparation: 0.8

Cell Phone: 0.6 Magazines: 0.6 Online Blogs: 0.6

Kitchen Clean-Up: 0.5 Research/Homework: 3.0 Personal Shopping: 1.1

Online Video Games: 0.5 Console Video Games: 0.3
Source: Henley Center HeadlightVision – American Time Use Survey

The idea of having limited time on this planet is
ubiquitous over the ages and across cultures.

TIME IS THE ULTIMATE
SCARCE RESOURCE.


1700’s


1930’s

1980’S PHILOSOPHERS The Moody Blues: “22,000 DAYS”

Eve n though I know it's only

Me and my dre ams

Th at drive me so l et me go pl ea se

Le t me go on to tomorrow

One da y at a time

Now I know the only foe is time

Eve rybody kn ows , it a lwa ys shows

Wa sting time's an a ggrava tion

Got no time for confronta tion

You want to take a lot

By love by l aw or ste alth

Time's the onl y re al wea lth you’ve got

22,000 da ys , 22,000 da ys

I t's not a lot,

It's a ll you got

2 2,000 da ys

22,00 0 nights, 22,000 nights,

I t's all you know

So start the show

2 2,000 da ys

What’s common to these?
The notion of flow..
The flow of time.
Not an endless flow – but WITH A definite beginning.
AND A definite end.

There is only
so much time.

Introducing a New Notion:

Share of Time

The Opportunity:
Recognise that the time a consumer engages with a
brand is time they could have spent elsewhere…

… RECOGNISE AND CELEBRATE
each and every minute
SHE engageS with us.

What does Share of Time mean
in the context of brands?

A formal definition:

The aggregate amount of time,
as a proportion of the average
lifespan of a consumer,
that he or she spends
engaging with a brand …

OR WHAT THE BRAND REPRESENTS.

OPPORTUNITY: INTEGRATE TRADITIONAL METRICS INTO

THREE OVERARCHING
BRAND ENGAGEMENT METRICS

ALIGNMENT CHATTER ACTION
HOW much time HOW much time HOW much time
and energy do and energy do do consumers
consumers consumers spend spend actually
spend on the discussing / interacting
same BELIEFS as blogging about with our BRAND
our brand our brand? What IN their DAILY

BELIEFS? do they say? LIves?

BRINGING THE ALIGNMENT INDEX TO LIFE

Contact rajesh p. kumar for research design,
execution, findings and recommendations

BRINGING THE CHATTER INDEX TO LIFE


BRINGING THE ACTION INDEX TO LIFE


BRINGING IT ALL TOGETHER:
THE “share of time” CUBE provides a true
measure of brand engagement in terms of
both quantity and quality

ALIGNMENT INDEX

CH
AT X
TE DE
R IN
IN N
D EX TI O
AC

So who’s living this dream ALREADY?

The best brands in the world have UNKNOWINGLY
ALREADY redefined their role in consumers’ lives
not in terms of economic share…
OR IN TRADITIONAL BRAND ENGAGEMENT METRICS …

but in terms of Share of Time.

What WAS BEING … Should be measured as

measured as Share of Share of Time spent in a
Mouth in beverages… Starbucks coffee shop,
discussing new flavors...

What WAS BEING measured … should be measured as Share

as Share of the of Time spent engaging with
Automotive Market Porsche (driving, blogging,
researching…)

What WAS BEING … should be measured as Share of
measured as Share of Time spent engaging with Whole

Pantry… Foods (shopping, blogging,
discussing, recommending…)


What WAS BEING ….should be measured as
measured as Share of Share of Time spent
Cart… shopping, researching,
visiting Target.

Share of Time Concept: a Metamorphosis.

Client View: Narrow. Restricted. Consumer View: Open. Unfettered.


TH
A
Share of Time
NK
YOU

RP Kumar's new Brand Engagement Approach

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