Open Innovation & Performance Management

Rosenstr. 18 10178 Berlin

TEL +49 (0)30 2787 600 FAX +49 (0)30 2787 6066 www.td-berlin.com [email protected]

Open Innovation & Performance Management

Vortrag

Prof. Dr. Marc Drüner Stuttgart, 19.08.2013

[email protected] - 2

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

Agenda

1. trommsdorff + drüner: who we are…

2. Some central beliefs

3. People´s Car Project: von den Chinesen abkupfern

4. Performance Management bei Coke: auf der Suche nach dem „Marketing ROI“

MANAGEMENT CONSULTING WITH FOCUS ON INNOVATION MARKETING 90 EMPLOYEES; OFFICES IN BERLIN AND BEIJING

AGENCY OF TROMMSDORFF + DRÜNER SPECIALIZED IN SOCIAL MEDIA, APPLICATIONS AND ENTERPRISE 2.0

SCIENTIFIC EXPERTISE SUBSTANTIATED THROUGH CLOSE COLLABORATION WITH TWO UNIVERSITY CHAIRS

MANAGEMENT AND DIGITAL MARKETING CONSULTANCY OF TROMMSDORFF + DRÜNER, SPECIALIZED ON CHINESE MARKET

COLLABORATION WITH CHAIR OF MARKETING AT TONGJI UNIVERSITY

CLIENT REFERENCES CONSULTING INTERNATIONAL BRANDS SINCE 1999

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

5

PRODUCT PORTFOLIO INNOVATION IS HAPPENING WHERE FORMERLY SEPARATED SCHOOLS OF THOUGHT START TO OVERLAP: STRATEGY & INNOVATION, CONSUMER INSIGHTS & NEW DATA

AND SOCIAL MEDIA

SOC

IAL M

EDIA

ST

RAT

EGY

& IN

NO

VA

TIO

N

CONSUMER INSIGHTS & NEW DATA

SOCIAL MEDIA MONITORING & NETNOGRAPHIC IDEATION

TREND MANAGEMENT & FORESIGHT

INNOVATION & MARKET RESEARCH

OPEN INNOVATION & CUSTOMER INTEGRATION

APPLICATION & PLATFORM DEVELOPMENT

DIGITAL PERFORMANCE MANAGEMENT

DIGITAL SHOPPER MARKETING

SOCIAL MEDIA GOVERNANCE

SOCIAL MEDIA MARKETING & COMMUNITY MANAGEMENT

INNOVATION LABS & BUSINESS INCUBATION

DIGITAL STRATEGY & PLANNING

MOBILE BUSINESS

SOCIAL RECRUITING & EMPLOYER BRANDING

DIGITAL EDUCATION SOLUTIONS

glubal.com / HighEd Solutions (JOINT VENTURE WITH WITH NEUE ZÜRCHER ZEITUNG – NZZ)

DRIVELOG / MOBILITY MEDIA (JOINT VENTURE WITH ROBERT BOSCH)

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240


“…DATA IS THE OIL OF THE 21ST CENTURY…” (GARTNER, 2010)

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240


“…TECHNOLOGY IS THE NEW CREATIVE…” (Technology Strategy Board)

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240


“…MARKETING IS THE NEXT BIG MONEY SECTOR IN TECHNOLOGY - BY 2017, A CMO WILL SPEND

MORE ON IT THAN THE CIO…” (Gartner Group, 2012)

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240



Western Social Media widely blocked; Chinese

equivalents rule the market


The Potential of Social Media in China

Germany 14

51,7

356

via mobile

(Mio)

513

Internet Users (Mio)


Social Media in China is dynamic and huge

48.7% of Chinese Internet

users are USING WEIBOS

87% of Chinese Social Media users have “FRIENDED” OR FOLLOWED

BRANDS

50 MILLION users acces

the facebook clone

renren via MOBILE

PHONE

SNS expected to reach 488

MIO. users BY 2015

Previous leader KAIXIN001 LOST 54% popularity while

newcomer SINA WEIBO GAINED 85% between

February 2010 to February 2011

58% of Chinese netizens

YOUNGER THAN 30


China has the most complex, fragmented, and

fastest social media landscape

Social Networks

Microblogs

Group Buying

Video


The PCP Universe

tbd

FURTHER ACTIVITIES

EVENTS

KOL / SEED

PCP PLATFORM VW TOUCHPOINTS

MOBILE APP

OFFLINE AD

DIG. MEDIA AD

ONLINE

OFFLINE

VW TOUCHPOINTS

SOCIAL

NETWORKS

VIDEO

CHANNELS

VERTICAL

S

MICROBLOGS

SOCIAL MEDIA INTEGRATION


A flubber car was placed on the street…

“Wow, a realsize version of PCP! This

concept is cool. They bring an abstract

concept to the ground. When will flubber

cars come to Jinbao Street?”

“I thought they were

concept cars, they went

into mass production

really quick!”

“Why haven’t I heard

about this before?

Weibo is such a

powerful channel. I

really need to find out

about PCP!"


…and spilled over into the online world with a

tremendous speed

Page views and buzz during real size car campaign

20. Jun

21. Jun

22. Jun

23. Jun

24. Jun

25. Jun

26. Jun

27. Jun

28. Jun

29. Jun

30. Jun

Page Visits Social Media Buzz

Stunt in

Beijing

10.000

70.000

REAL SIZE FLUBBER CAR STUNT

Comments Forwards

Stunt

•Unify offline and online message and align call

to action

•Connect with the audience before and after the

event


“How does your car look like when using your star sign?”

Use of Lifestyle topics to activate users …

40,000+ forwards on

Social Media

3,500+ comments by

users on Social

Media

3,000+ created

ideas with Star Sign

topic on platform

WHAT WE DID

Source. Proximity, November 2011


… with users creating star sign cars!

Capricorn

Taurus

Sagittarius

Aries

Leo Libra

Aquarius


And it is also interlinked with a variety of

Volkswagen Channels online

The only branded site which is fully

integrated with all popular Social Networks

in China

Volkswagen Website

PCP Website

Casual Dialogue

Source of Engaging

Content

Brand

Specific

Dialogue

Interest &

Engagement

So

cia

l M

ed

ia

PCP/VW

FanPage on

China’s

Facebooks Login with your social network

account PCP Weibo

VICO

Weibo &

Product

Specific

Weibo

VW China

Group

Weibo

VW Racing &

SRCup

Weibo


> 11.700 pictures

> 2.800.000 Downloads

And they were more than willing to follow &

engage


2011 2012

DESIGN

PERSONALIZATIO

N

CONNECTIVITY

But how to talk to / interact with customers over a

2 y period ????

ECO/

ENIVRONMENT


Acknowledgement … turn users into stars

Users want to see a reaction from Volkswagen – produce outcomes

Sphere Car - Port.mp4

KPIs What can´t be measured can´t be good

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

29

DIGITAL PERFORMANCE MANAGEMENT THE Reason Why Thanks to social & digital media, companies own more information on what consumers are saying, doing and buying than ever before. However, the bulk of this information is wasted, since most marketers are unsure how to connect new data to their individual business. Approach DPM leverages new data to improve business performance. We automatically integrate digital and traditional data sources and visualize relevant insights in near real-time. Our online dashboards and consulting services improve marketing performance in a groundbreaking way. USPs Relevance: Our online dashboards focus on those KPIs that are truly relevant to your business. We bring numbers to life by introducing stakeholder-specific views and systematic benchmarking. Availability: Monitor marketing success from anywhere, anytime. Access to all relevant data sources enables you to establish connections across metrics, channels and activities. Efficiency: The automated aggregation of all business-relevant data sources (Analytics, CRM, Buzz Tracking, Market Research, Sales) in a single place saves time and money. Insight: Our consulting services deliver unique insights to improve strategic and operational decision-making.

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

30

DIGITAL PERFORMANCE MANAGEMENT THE DATA-DRIVEN REVOLUTION IS HAPPENING RIGHT NOW.

WE HELP YOU MAKE THE MOST OF IT

FROM TO

NOT KNOWING WHERE YOUR BUDGET GOES TO CONTINUOUS BUDGET IMPROVEMENT

TALKING TO CUSTOMERS TALKING WITH CUSTOMERS

PAID MEDIA CAMPAIGNS SELF SUSTAINING PROGRAMS

UNCERTAIN PLANNING REAL-TIME DECISION MAKING

SOME CHANNELS MANY CHANNELS INTERCONNECTED

DISPERSED COMMUNICATION TARGETED MESSAGING

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

31

DIGITAL PERFORMANCE MANAGEMENT & LIVE DASHBOARD ALIGN MULTIPLE DATA SOURCES WITH BUSINESS OBJECTIVES AND INDUSTRY BENCHMARKS TO GENERATE ACTIONABLE INSIGHTS

ONLINE DASHBOARD FOR LIVE PERFORMANCE MEASUREMENT AND REACTION

vs. internal

cases

Vs. Competi

tion

OPINION MINING

SURVEYS

WEB ANALYTICS

SOCIAL, SEARCH DATA

SALES DATA

MEDIA SPENDING

DATA SOURCES (heterogeneous, old & new data)

LIVE STEERING WITH ONLINE DASHBOARD (e.g. Coca Cola)

ACTIONABLE STEPS

TO SUCCESS

BUSINESS OBJEVTIVES

BENCHMARKING (internal & external )


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

Background: Key business questions

Can we find out if our offline campaign is

working?

How are we doing among our key demographics?

Is our content relevant to consumers?

How much does digital really impact

on my business?

Can we optimize the campaign while it is still

running?

How can we leverage mobile?


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

Begeitung der wesentlichen Kampagnen in den letzten 3 Jahren

v

v

v v

TV

OOH+

Radio

Banners

Microsite

Paid Owned Earned

Buzz

Search

KOLs

POS

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

Do we have to choose?

?? OR

TV

ONLINE

50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

No! TV and Online are a great match!

AND

= PERFECT MATCH!

TV

ONLINE


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

SOCIAL NETWORKING friends & work

WATCHING TV multiple screens

88% of tablet

owners and 86% of smartphones use

their devices while

watching TV Nielsen Social TV Aug. 2012

Television & Internet


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240



38% surf on facebook whilst watching TV


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240



Taking this behavior into account provider develop

parallel programs

TALKING ABOUT


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

Collected key learnings over 2 years

Leverage the digtial POS Form must follow

function Facebook drives

engagement

TV drives Twitter OOH drives Search Positive buzz drives NPS


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

General overview: Aggregate learnings across campaigns to design and optimize “liquid and linked” brand plans

v

v

v v

TV

OOH+

Radio

Banners

Microsite

Paid Owned Earned

Buzz

Search

Near real-time analysis of TVC popularity

Use predictive targeting to measure reach and

brand impact

Analyze and optimize user flow

Connect SEA/SEO to offline campaigns

Foster KOL involvement

KOLs

POS

Leverage QR codes at the POS


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

There´s no Computer CMO !

EXECUTIVE VIEW BRAND VIEW MC VIEW AGENCY VIEW

>> Technical data integration: API-based and through standardized file uploads (phase for integration) >>

REACH

BRAND IMPACT ADVOCACY

ENGAGEMENT

<< Data interpretation and consulting >>

ADD. VIEWS (tbd)

Analytics Buzz Tracking Research Targeting CRM Media

COST EFFICIENCY


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

Overview Brand Dashboard: Web Analytics, CRM and share of voice at a single glance

ANALYTICS MEDIA

CRM

BUZZ

SURVEY+ SALES

(Q2)

Search


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

DPM Dashboard: Central hub for data aggregation, reporting and insights (live demo)

Taking KPI management to the next level


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

The next BIG thing: From passive reporting to active campaign management

DATA MANAGEMENT

KPI ALIGNMENT

LIVE REPORTING

INTERPRETATION

REAL-TIME PLANNING Behavioral Targeting Real-time bidding


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

Telco Operator

Select campaign parameters and targets

Define total invest

Optimize ROI based on dynamic real-time modeling

Identify ideal channel mix

REAL-TIME ROI MODELING AND PLANNING


Getting Information off the internet is like taking a drink from a fire hydrant Mitchell Kapor (Founder of Lotus Development Corporation, Designer of Lotus 1-2-3, on Board of Directors of Linden Lab,

company which created Second Life)

Big vs Smart Data


50/50/50 90/90/90 130/130/130 170/170/170 210/210/210 74/56/90 90/146/148 222/113/82 231/201/133 0/58/107 69/104/157 158/178/212 219/225/240

Thank you for your attention!

Prof. Dr. Marc Drüner

trommsdorff + drüner innovation + marketing consultants GmbH

Rosenstraße 18 10178 Berlin

Fon +49 (0)30 27876027

Fax +49 (0)30 27876066

Mob +49 (0)151 18440018

[email protected]

www.td-berlin.com

mailto:[email protected]



http://www.td-berlin.com/



Business

Open Innovation & Performance Management