DIRECTV & Passenger

Steve Howe, CEOPassenger Inc.

Where are we heading?

Traditional Media

Broadcast

Talking

Mass

Web

Social

Listening

Intimate

Vehicles for marketing and customer relations are rapidly changing.

Traditional Media -> WebGlobal internet penetration has doubled since 2005.

In 2010, internet penetration is growing twice as fast as in 2007.

Current internet penetration rate in the United States:

78%Time spent on the internet in American households increased by 117% from 2005-2009.

Broadcast -> Social79%

Fortune 100 companies with a

social media strategy

80%Americans who use

social media monthly

$4.8BB2B social media

marketing spending by 2012

500MNumber of active Facebook users

50MNumber of Tweets

created per day

Source: Forrester

Source: Burson-Marsteller

Source: Forrester

Source: Twitter

Source: Facebook

Social media is becoming the norm

Talking -> Listening

TALK

ENGAGE

Traditional top-down model

Horizontal peer-to-peer model

Sweet Spot

-Bloggers-Consumers-Employees-Reviewers-Influencers

-Brands-Companies-Investors-Regulators-CEOs

Sweet Spot: Not only talking , but also listening to create engagement

Top-down models of brand-consumer interaction are dramatically shifting.

Mass -> Intimate

• Getting to know you

• Authenticity of human interaction

• Scaling intimacy

• Targeting brand advocates

• Rewarding loyalty and enthusiasm

Brand-to-consumer conversations are more honest, personal, and authentic.

Out of these trends…A new tool has emerged that leverages the consumer’s will to share.

Private Online CommunitiesPassenger provides online communities that enable brands to connect with customers in an engaging, personalized environment to build knowledge and advocacy.

Private Online Community1 Insight

• Get real-time insights on how your brand and services are perceived:• focus groups• ethnographies• pilot testing• test markets• product trials• usability testing• program testing• concept testing• message testing• surveys• segmentation studies• attitude & usage studies• opinion polls

2 Innovation• Achieve customer-driven

innovation to inform marketing, product and operations:• product development• crowd sourcing• user generated content

(UGC)• co-creation• collaboration• virtual brainstorms• emerging product

concepts

3 Advocacy• Form a personal

connection with customers to build scalable brand advocacy:• social media

propagation• brand

ambassadorship/WOM• sampling• viewing parties• brand immersions• grassroots events• blogging• customer relationship

management (CRM)

Top brands use online community for three distinct purposes...

Case Study: Mercedes-Benz

Two communities that bring together a select group of owners and potential owners to help shape the future products, technologies, marketing, and dealership experiences of Mercedes-Benz.

In the two years they have been in use, their communities have fundamentally transformed the way they interact and understand their customers.

Creating a brand movement through customer intimacy...

Case Study: Mountain DewCustomer collaboration and co-creationChallenge: Create a forum for product and marketing innovation using a co-creation strategy in conjunction with the DEWmocracy campaign.

Passenger Solution:Mountain Dew selected 4,000 of its most passionate members from their DEWmocracy campaign and invited them into a Passenger community called “DEWLabs”.

DEWLabs community members were asked to give input on new soft drink flavors, colors and marketing concepts.

Members responded to polls in the ACTIVITIES feature, submitted user generated content including video and graphic art to ALBUMS and participated in live SESSIONS with Mountain Dew Product Development executives to drive innovation.

Results:Feedback from DEWlabs community members created a new beverage, influencing everything from the new recipe to the beverage name and marketing collateral.

Connect with Us

Website: www.thinkpassenger.comFacebook: Search: Passenger Inc.Twitter: @ThinkPassenger