The 2015 Digital Consumer Collaborative Charter

August 19, 2014
The Digital
Consumer
Collaborative
Strategies in content, context, and influence
through digital
All
content
in
this
presenta/on
is
copyrighted
by
Stone
Mantel
and
can
be
share
by
permission
only.

2
THE DIGITAL CONSUMER COLLABORATIVE
In November 2013, Stone Mantel launched the Digital Consumer Collaborative, a network
of leading marketing strategists from advertising, retail, banking, travel, and office US based
companies.
The DCC conducts primary
research and co-creation for
forward-thinking customer
experience strategists,
done collaboratively.
Launched in Sept 2013
Finishes in Sept 2014
• 10 companies
• 100s of hours of field work
• Discovering new jobs to do
• Defining new strategies
and profiles
• Demonstrating the value
produced
• Act within organizations to
execute
THE
2014
DIGITAL
CONSUMER
COLLABORATIVE
3M
Hallmark
Sam’s
Club
SunTrust
Erwin
Penland
Integer
CarpetOne
Strategic
Horizons

3
OUR 2014 RESEARCH QUESTIONS
1.
Push
our
understanding
of
what
the
digital
consumer
will
want
from
mobile
experiences
in
the
next
three
years.
2.
Find
new
‘jobs-‐to-‐get-‐done’
in
the
digital
environment
that
increase
customers’
likelihood
to
spend
more
/me
with
a
business
or
brand.
3.
Iden/fy
strategies
and
tac5cs
to
make
businesses
more
effec/ve
in
crea/ng
value
from
the
delivery
of
their
experience
to
customers
through
digital
technologies.
4.
Discover
new
ways
of
profiling
target
audiences
based
on
digital
usage.
5.
Develop
techniques
that
aid
in
helping
customers
feel
more
comfortable
in
sharing
data
with
companies
in
the
right
way
and
at
the
right
/me.
6.
Develop
language,
tools,
and
principles
for
understanding
how
consumers
behave
in
an
increasingly
mobile
environment.

4
THREE FOUNDATIONAL INSIGHTS
The
digital
consumer
is
predictable.
We
can
an/cipate
what
people
will
want
from
retail
because
we
can
know
how
digital
consumers
think
and
behave.
And
all
consumers
are
digital
consumers.
The
future
of
mobile
technology
is
digital
context.
Wearables,
data,
sensors,
social,
and
loca/on
are
factors
that
will
change
retail.
Omni-‐channel
only
gets
you
half
way
there.
Companies
need
an
integrated,
contextual
digital
strategy
with
mobile
at
the
center.
You
can
target
and
innovate
for
digital
consumers
more
effec/vely
if
you
focus
on
modes
that
they
get
into
rather
than
the
technologies
that
they
use.
Modes
represent
a
whole
new
way
to
profile
consumers.
1.
2.
3.

5
INSIGHT 1: THE DIGITAL CONSUMER IS PREDICTABLE
At
his
or
her
core,
the
Digital
Consumer
is
a
person
who
wants
to
do
more.
Digital
technology
eliminates
or
reduces
the
gap
between
thinking
about
something
and
ge^ng
the
job
done.
When
that
gap
is
closed,
the
consumer
desires
to
do
more
things
at
once.
QUEUING
Over
/me
consumers
will
seek
to
do
more
things
at
once,
they
will
value
integrated
digital
technologies
because
they
do
more
things
and
experience
greater
support
from
their
tools
and
the
environments
they
are
are
in.
Home
is
an
especially
rich
environment
for
digital
behavior.
ADJACENCIES
OVERLAYS

The
Five
Forces
6
The
New
Urbanists
Digital
Cars
Google
Glass
Personal
Contextual
The
Contextual
Self
Assistants
Contextual
Home
Pinpoint
Marke/ng
INSIGHT TWO: DIGITAL CONTEXT

7
DIGITAL CONTEXT IS DIFFERENT FROM CONTEXT
3.
Condi/ons
The
condi/ons
that
are
unique
to
the
ac/on
taken
are
influenced
heavily
by
what’s
already
in
the
queue.
Digital
context
shids
things
.
.
.
1.
Environment
As
the
individual
increases
in
ability
to
do
more,
the
situa/on
and
environment
become
less
about
what
is
happening
here/now.
2.
Meaning
The
volume
of
ac/vity
going
on
in
a
moment
affects
the
meaning
of
and
completeness
of
every
decision
(e.g.,
what
exactly
is
a
considered
purchase?)

8
THINKING ON CHANNELS MUST EVOLVE
The
infrastructure
that
retailers
are
building
for
omni-‐channel
will
become
the
plajorm
for
digital
context
as
sensors,
data,
new
tools,
social,
and
environments
evolve
into
new
systems.

10
THE MANTEL METHOD GETS YOU DEEP INTO DIGITAL EXPERIENCE
1
Co-Creative
Design
Design the experience Test Find experiences that for time well spent
matter
Discover Define Demonstrate
New approaches
New opportunities
Strategies and tactics
Experience requirements
Prepare to launch
Finalize design
Digital
Ethnography
4
Create cultural capital
Act
Drive organizational
change
Performance
Validation
Take
Action
Implement
2
3

11
GET RELEASES OF THE DCC GENERAL FINDINGS
The$DCC$©$Copyright$Stone$Mantel$2013$ 2244
QUEUEING IS THE THOUGHT-TO-TASK INTERFACE
Queueing$empowers$the$consumer$to$accomplish$more$tasks$at$the$same$?me$
and$turns$the$topic$into$an$ongoing,$recurring$event$that$progresses$over$?me.$$ 5.$$
THE DEFINITION OF A DIGITAL CONSUMER
At$his$or$her$core,$the$Digital$Consumer$is$a$
person$who$wants$to$do$more.$$
$
Digital$technology$eliminates$or$reduce$the$gap$
between$thinking$about$something$and$geCng$
the$job$done.$When$that$gap$is$closed,$the$
consumer$desires$to$do$more$things$at$once.$$
$
Three$aFributes$of$how$the$consumer$interacts$
with$digital$to$accomplish$more$are:$
$$
Topics$$$$|$$$$$Tasks$$$$$|$$$Queueing$
THE DEFINITION OF A DIGITAL CONSUMER
The$more$empowered$people$are$to$
accomplish$more$in$a$short$period$of$
>me,$the$more$people$meander.$They$
move$from$thought$to$task$to$thought$to$
another$thought.$$$
$
Digital$doesn’t$meander.$
$
To$facilitate$the$interac>on$between$
digital$tools$and$thought,$people$and$
their$devices$queue.$$$
Thought$ Job$
There are two types of insights from the
DCC: general and specific. Your
company must be a member of the
Collaborative to gain access to the
specific insights.
General insights are shared through
conferences, web seminars, white
papers, and workshops.
To see some of the insights coming out
of the DCC go to our web site.

12
EXAMPLES OF COLLABORATIVE OUTPUTS
©2012 Deluxe Enterprise Operations, Inc. All rights reserved. 8
Our journey
TOPIC AREA
Retailing Profitable
Solutions by 2015
FIRST GAP
Retailing vs. Banking
JOB TO GET DONE
Knowhow
FIRST ROUND
CREATING DEMAND
CONCEPTS Knowhow Formulas
FUTURE STATE Framing Session
OF RETAIL
Make it Your Own
BY 2015
Mobility + Knowhow
PROOF OF CONCEPT
First Indicators
By 2015: Visualization
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
Product design and Knowhow
As product becomes more about mobility, your solution will become more personal,
more focused on advice, and more forward looking.
Visualization, as it is currently being
developed, is after the fact,
descriptive of the things that have
happened in the past. Mobility, and
the expectations associated with
mobility, change customer
expectations. The appification of
tasks and the ‘in the moment’ use of
data, causes the consumer to
assume that the brands that they
work with and share their data with
(and banking transactions is data)
can anticipate their needs and
provide helpful solutions that allow
them to move forward.
(A detailed review of PFMs is
provided in the appendix.)
A knowhow service dramatically increases
consumer interest 25
in your offers
Visualization will be only one, limited, portion of where mobility banking and
Personal Financial Management (PFM) tools are headed.
Appification changes the basics of banking activity
29
As apps are increasingly able to deliver a virtuous stream of information that enables
sharing, learning and acting in the moment, the bank is relegated to a less relevant role.
Two parts to knowhow
Timing
The Before-After Knowhow Service Awareness Effect
Low initial opinion;
great uplift
26.7%
Low initial opinion;
modest uplift
W-L
39
Know How
35%
30%
25%
20%
Ability to do it
Context Facts
Visualization Reminders
Steps
72
• Personal
• Mobile
• Uses money wisely
• Simple usage and function
• Forward-looking
• Enables decision making
High initial opinion;
great uplift
21-30
College
41-50
HS+
Affluent
Bank
Full
ALL
Male
W-H
31-40
Female
$30-59
Mass
Non-full
51-60
$125k+
$85-124
College+
W-M
Postgrad
Others
$60-84
High initial opinion;
modest uplift
13.4%
©2012 Deluxe Enterprise Operations, Inc. All rights reserved. 78
AFTER: Average of: % that find Knowhow service
truly needed/useful; and net whose perception of
bank will improve due to Knowhow service
ALL: N=524
Age Groups (years): 21-30 (N=125);
31-40 (N=118); 41-50 (N=128); 51-60 (N=153)
Genders: Male (N=216); Female (N=308)
Asset Class: Mass (N=271); Mass Affluent
(N=253)
Educational attainment:
High school only (N=72); HS+ (N=104); College
graduates (N=225); Some postgrad (N=38);
Postgrad degree (N=85)
Employment:
Full (N=391); Non-full, i.e., part-time, student,
homemaker, retired, and seeking (N=193)
Willingness to be kept abreast of new banking
products:
High (N=240); Medium (N=235); Low (N=39)
Income Group: <$30 (N=61); $30-59 (N=148);
$60-84 (N=119); $85-124 (N=112); $125+ (N=84)
Best provider of Knowhow service:
<$30
HS only
BEFORE: % that rated “timely tailored online info with offers” as one of Bank (N=152); Others (N=372)
the top 3 best shopping aspects
15%
0% 5% 10% 15% 20%
When consumers understand
how the knowhow service works
their interest in online info with
offers goes up dramatically
almost across the board.

13
OUR PRELIMINARY CHARTER
The
2015
Digital
Consumer
Collabora/ve
will
be
an
amazing
journey.
We
will:
• Go
deep
around
the
direc/on
and
future
of
content
over
the
next
three
years
• Examine
“context”
and
digital
“fog”
and
its
effect
on
decision-‐making.
(“Fog”
is
the
local
cloud
of
connected
things,
sensors,
and
data
that
support
context.)
• Develop
new
frameworks
for
influencing
behavior
and
engagement
through
digital
• Get
people
to
take
ac5on
and
buy
• Develop
techniques
for
sharing
data
in
the
right
way
and
at
the
right
/me
• Inves/gate
how
companies
can
use
data
&
analy5cs
to
really
change
the
consumer
experience
and
generate
disrup/ve
innova/on

14
HOW YOU CAN HELP
When
you
see
these
topic
areas,
what
comes
to
mind?
Go
deep
around
the
direc/on
and
future
of
content
over
the
next
three
years
Examine
“context”
and
digital
“fog”
and
its
effect
on
decision-‐making.
(“Fog”
is
the
local
cloud
of
connected
things,
sensors,
and
data
that
support
context.)
Develop
new
frameworks
for
influencing
behavior
and
engagement
through
digital
Get
people
to
take
ac5on
and
buy
Develop
techniques
for
sharing
data
in
the
right
way
and
at
the
right
/me
Inves/gate
how
companies
can
use
data
&
analy5cs
to
really
change
the
consumer
experience
and
generate
disrup/ve
innova/on

15
A BIG INITIATIVE WHERE TEAMWORK MAKES THE DIFFERENCE
WHAT
IS
REQUIRED?
WHAT
ARE
THE
OUTCOMES?
WHO
SHOULD
BE
INVOLVED?
4
Face-to-face meetings
Virtual meetings 5-‐7
3
Homework assignments
Participants can have up to 2 seats
at the table.
1 seat = $45K
2 seats = $55K
Travel costs not included
• A comprehensive series of strategic
and tactical principles
• Access to all insights gathered
throughout the process
• Findings from two ethnographic
studies
• Results of quantitative research
• Specific insights applied to
participating companies
If you commissioned this body of work on your
own it would cost between $450K and $600K
People who work well in teams, can
handle exploratory processes, and
understand innovation.

16
STEP 1: SHAPE STUDY AND FORM NETWORK
Charter
our
path
Review
secondary
research
Conduct
Preliminary
Ethnographic
study
In-‐person
collabora/ve
mee/ng
to
analyze
findings
and
shape
Phase
2:
Discover
June
2014
Sep
2014
November
20-‐21
q Collabora/ve
network
established
q Research
ques/ons
solidified
q First
round
of
insight
acquired
OUTPUT

17
STEP 2: DISCOVER
Design
Round
2
Ethnographic
Study
Members
conduct
Round
2
field
study
in
their
markets
Stone
Mantel
will
work
concurrently.
Compile
and
Analyze
In-‐person
collabora/ve
mee/ng
to
develop
concepts
based
on
insight
February
2015
March
2015
q Second
round
of
insight
acquired
q First
round
of
OUTPUT
concepts
developed

18
STEP 3: TEST
Recruit
consumers
Conduct
quan/ta/ve
study
In-‐person
collabora/ve
mee/ng
to
conduct
framing
sessions
with
consumers
Members
conduct
on-‐site
applica/on
exercise
Prepare
final
report
version
1
Advance
concepts
Advance
concepts
June
q Story-‐boarding/facilita/on
skills
learned
q Concepts
advanced
and
tested
q First
round
of
tailoring
for
implementa/on
complete
OUTPUT

19
STEP FOUR: MASTER
In-‐person
collabora/ve
mee/ng
to
review
all
findings,
version
1
conclusions
and
applica/on
to
member
organiza/ons
Sharing
within
your
organiza/ons
September
2015
q Analysis
and
conclusions
completed
q Implementa/ons
accelerated
at
member
COs
q Speaking
and
wri/ng
skills
advanced
OUTPUT
Advance
reports

20
SOME FAQs
Have you done this before?
Yes, for nine years we’ve run
Collaboratives.
Have you studied digital
consumption before?
Yes, this year’s work builds on
work we started in 2013. We’ve
been studying digital for years.
What’s the level of commitment
required?
When we are together (4
times), it will be intense most of
the time. A bit like a fire hose.
Otherwise there are a 7 virtual
meetings and 3 homework
assignments over a year’s time.
Not too stressful.
Do I have to be a researcher?
No. We will teach you the
Mantel Method. You will be,
when you are done.
Do we share our internal
research or IP with the Collab?
No. We do not ask you for lists,
background research, or
strategy.
Is this a commissioned study?
No. The Collaborative is
designed as a learning process
that you join. You are not
commissioning the study. You
are learning from the process of
participating in the
Collaborative.
Will we have access to all
findings?
Yes. All findings are shared.
General findings you can share
outside your company. Specific
findings you can only share
within your company or with
other Collab members.
Do you already know the
answers to the research Qs?
No. We are studying everything
we can on the topics. But there
will be a series of breakthroughs
that occur that will yield new-to-the-
world insights. You will
experience a paradigm shift with
us.
Will our organizations be able to
benefit from the insights?
Yes, if you bring them along. We
have built in takeaways for you to
share. There is a key meeting
and homework assignment that is
designed to help your org benefit.
Don’t just show them the final
result.
Does every one benefit who
participates?
Yes. Our track record for getting
Collab members promoted is
excellent. We are just as anxious
as you to find insights. We all
become better from the process.

21
DELOITTE
Business innovation Consulting Group processes
Design thinking
IDEO
Design Firm
JOE PINE
CLAYTON CHRISTENSEN
DAVE NORTON
Original thought leadership
Frameworks and models of
consumer behavior
Stone Mantel
Hand-crafted strategy and
implementation
A BOUTIQUE
Facilitation and
Implementation
WHERE
WE
PLAY

22
Stone Mantel
is the very best at
producing value from
experiences

The 2015 Digital Consumer Collaborative Charter

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