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4 juin 2013 1 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer Web 3.0: Harnessing the Social and Empowered consumer Stéphane Grünenwald, [email protected]ovactive.com Novactive Canada Inc. 360, St-Jacques Ouest Suite 1805 Montréal, Qc, H2Y 1P5

Harnessing the Social and Empowered Consumers

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In an era of mobile web, tablets, social networks and connected devices (some call this the Internet of things), the consumer is spoiled for choice with ways to interact with brands. Where, when and how? He sets the rules. The time of the unidirectional broadcast message the consumer had to believe in is simply gone. Today the consumer chooses online a brand, a product and the retailer. Alternatively he does "showrooming" by visiting a "brick" store and being pitched by a vendor. And without leaving the store, he checks another retailer website on his smartphone and compares the price.  Today in the US, Best Buy main competitor is….Amazon! And of course, during the purchase process, he will have used his Facebook network by asking friends their opinion … All these new behaviours deeply disrupt traditional marketing techniques. They force brands and advertisers to transparency, to a form of humility that sometimes, they are not accustomed to. Some, advised by their agency, react by hiring a community manager, develop some Facebook pages, and launch Twitter accounts, etc…But most of the time it's a reaction not a strategy. And that's wrong because this hyper-technological world, also means fantastic opportunities for advertisers. Tumblr, Foursquare, Pinterest, Instagram, Facebook ... all these services represent valuable ways to engage on a long term duration with the market. Valuable touchpoints to collect data and extend your knowledge about your consumers.  This myriad of mobile applications, social networks, mobile sites we're living in, is each brand new marketing paradigm. Marketers and advertisers have to learn how to deal with it. And beware…it's constantly changing! This is what we call an ecosystem of touchpoints This moving ecosystem, if properly managed, can be incredibly useful for the brands. In terms of reputation first: today brands must constantly monitor their image and even more their perception in the market. And then they can on a daily basis gather plenty of qualified and quantified inputs to better understand consumer needs, and expectations. If many marketers, helped by their agencies, are trying to set up their own ecosystem by combining mobile, social tools, web and data collection networks. Few succeed.  I chose to present 4 recent examples with distinct social, interactive and mobile components. These four examples have several things in common. They all blend creativity, risk, a strong implication of the end users and a lot of technology. 1/Amex 2/Sweden Tourism 3/Decode Jay-Z 4/McDonalds So what can we learn?

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Page 1: Harnessing the Social and Empowered Consumers

4 juin 2013 1 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

Web 3.0: Harnessing the Social and Empowered consumer

Stéphane Grünenwald, [email protected] Novactive Canada Inc. 360, St-Jacques Ouest Suite 1805 Montréal, Qc, H2Y 1P5

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4 juin 2013 2 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

!  Bio !  Introduction ! Examples of sucessful integrated campaigns ! What do we learn from that? !  Conclusion

AGENDA

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Bio

Stéphane Grunenwald, General manager, Novactive Canada Over 16 years in traditional and digital agencies Project manager, Account director, Strategic planner, General manager Pixelpark, TMP Worldwide, Pheromone, Cossette, Inpix, Novactive RDS, Le Devoir, Just for Laugh, Éduc’alcool, Telus, YPG, Tourisme Outaouais, Transat, Voxco…

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4 juin 2013 4 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

Introduction

“The Internet of things” One of the interesting estimates is that there are about 35 billion devices connected to Internet. Soon, there will be so many that we’ll stop counting” Eric Schmidt, Google

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4 juin 2013 5 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

Introduction

For long, companies have used paid-media push marketing at some well-defined points along the funnel to build awareness, drive consideration, and ultimately inspire purchase. But today this funnel is over. Today consumers connect with brands in fundamentally new ways, often through channels that are beyond manufacturers' and retailers' control. The traditional customer decision process is over. A multi-channel approach is mandatory. Brands need to align with the consumer decision journey. They need to figure-out at what touch points consumers are most open to influence, and how they can interact with them at those points.

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4 juin 2013 6 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

Introduction

For years marketers have used the funnel metaphor to think about touch points: Consumers would start at the wide end of the funnel with many brands in mind and narrow them down to a final choice.

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4 juin 2013 7 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

Introduction

But now instead of narrowing their choices, consumers add and subtract brands from a group under consideration during an extended evaluation phase. And after purchase, they often enter into an open-ended relationship with the brand, sharing their experience with it online.

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4 juin 2013 8 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

Amex Shop Small

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4 juin 2013 9 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

American Express

- Country: USA - Target audience: SMB owners - Goals: Create empathy for the brand and increase revenue on this market - Challenge: contribute to relaunching US economy - Concept: a 360 campaign targeting SMB's customers with new marketing tools. - Results: thousands of company joined 2.7 M likes on Fb Particularly relevant in a crisis time http://youtu.be/rIYHjs1vEAo

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4 juin 2013 10 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

Sweden Institute & Visit Sweden

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4 juin 2013 11 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

Curators of Sweden

In 2011, Sweden became the first country in the world to let go of an official communication channel and hand it over to its citizens. Every week, someone in Sweden became @Sweden: sole ruler of the world's most democratic Twitter account.

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4 juin 2013 12 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

Curators of Sweden

- Country: Sweden

- Brand: Sweden Institute/Visit Sweden - Target audience: Women - Goals: Enhance Sweden brand awareness - Challenge: Show Swedish core values to increase brand awareness - Concept: Hand the official Swedish Twitter account to Sweden citizens. Every week, someone in Sweden is @Sweden: sole ruler of the world's most democratic Twitter account. For seven days, he or she shares their everyday life, private opinions and general reflections. The week after, someone else does the same — but differently

- Results •  +65,000 new followers from 120 countries/thousands of conversation •  70 countries, cities and organizations followed the same approach •  An estimated PR value of $20 million •  http://vimeo.com/54298140

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4 juin 2013 13 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

Curators of Sweden

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Decode with Jay-Z

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Decode with Jay-Z

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Decode with Jay-Z

- Country: US

- Brand: Microsoft/Bing - Target audience: Young audience - Goals: Brand awareness/raise visibility for Bing’s new service, Bing maps - Challenge: Create an alternative to Google mapping service - Concept: Droga5, placed pages from the book in locations relevant to the content. Bits of Decoded appeared everywhere from “billboards to bus shelters, to swimming pools and pool tables; from Gucci jackets to burger wrappers and bronze plaques to Cadillacs” i.e. unique traditional, nontraditional and digital advertising placements in 15 cities around the world. - Results Both parties saw huge success in a short amount of time. As clues to finding the next page of the book were released, Bing saw their traffic increase by millions of new users. By the end of the campaign, Bing reached the top 10 of the most visited sites in the world. •  +11 min on dedicated website •  +11.7% visits on Bing.com •  An estimated $1.1 billion worth of media impression •  http://youtu.be/XNic4wf8AYg

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4 juin 2013 17 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

McDonald’s behind the scene campaign - Country: Canada - Target audience: Moms/people wary of the brand - Goals: Engage in a long-term relationship & reassure - Challenge: recurring questions about the quality in food chains - Concept: create a new channel where people can ask any question. Adopt a transparent position. - Results: More than 6,000 questions asked, over 2 million interactions Average time spent: 4 min http://youtu.be/oSd0keSj2W8

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McDonald’s behind the scene campaign

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What Do We Learn from That?

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General considerations •  Consumers still want a clear brand promise!

•  What has changed is when—at what touch points—they are most open to engage, and how you can interact with them at those points

•  The visualization of the journey will help you focus the conversation on where to spend money, where the opportunities are, what sorts of people and processes you need to deliver on them, where you are weak and your competitors are strong.

•  Purchase is no longer the end of the relationship. Now consumers often enter into an ongoing relationship with the brand during which they enjoy, advocate for and bond with it. Treat the post-purchase process with the same level of importance as the pre-purchase one.

•  The CDJ is ABSOLUTELY NOT limited to digital. Customers often move across channels during their journey.

•  The experience has to be consistent on every channel you’re using. Online/offline doesn’t exist anymore. You have to think in terms of channels and how well they integrate with each other.

•  Instead of producing designs and deliverables to meet business requirements, user experience professionals will collaborate with business to co-create solutions that successfully engage with customers. Think Apple!

What do we learn from that?

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4 juin 2013 21 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

A few more things •  Customers are talking about your products, perhaps on your site, or perhaps elsewhere. Find them, listen to what

they are saying. They’re expecting you to get involved in the conversation. Use what you learn to develop your understanding of the Consumer Decision Journey.

•  And then engage, by answering questions, providing ideas, supplying links, and giving customers the content they want (McDonald’s behind the scene on YouTube http://youtu.be/oSd0keSj2W8, MyStarbucksidea…)

•  Social media is not the endgame. It is a tool to talk and connect with customers.

•  Changes driven by adopting a CDJ perspective go deeper than online execution tactics or agency-managed programs. They are at the heart of how a brand manifests itself in the eyes of its customers and how the company will align its operations to deliver a brand new experience. Think BigData!

•  Track and measure: in this post-PC/3.0 era, success, for many enterprises, will depend on their ability to extend their reach into these new territories, to track customers across all devices and domains and to make sense of the data pulled from these disparate sources.

•  The faster data can be recombined, reconstituted and re-examined, the faster new connection points can be added, new interfaces designed and new ecosystems exploited.

What do we learn from that?

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4 juin 2013 22 Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer

“There will come a time when it isn't 'They're spying on me through my phone' anymore. Eventually, it will be 'My phone is spying on me'.” ― Philip K. Dick (1928 – 1982)

Successful integrated campaigns

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Thank you

Questions?