3. Focus on the Customer What is missing? They are spoken “at”: tv, outdoor, radio, in-store, print, online banners, direct mail Over 5,000 impressions a day.… 99.9% unwanted One-way communication Speak to your customers where they want to be spoken to
4. The Changing Media Landscape 18.7% 10.1% 11.7% 14.8% 18.7% 10.1% SOURCE: XPLANE, DID YOU KNOW 4.0
5. If we think of marketing as only part of the pre-purchase experience we’ve limited ourselves to a very small part of a person’s world. ATTENTION CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN CAMPAIGN SOURCE: THE WAY FORWARD, R/GA PRESENTATION TIME
6. Marketing is in Transition Socially Driven Marketing consumer engagement Traditional Marketing time Source: Armstrong Partnership LP Solution Design Group
7. 7 CONVERSATION PRISM We can’t be everywhere, nor should we try to… Source: Brian Solis
8. trend [trěnd] - noun 1. a new way of unlocking or servicing an existing customer need, want and/or desire Source: Adapated from Trend Watching
9. “We are not in the business of supporting a media industry, we are in the business of connecting with consumers” TREVOR EDWARDS VP, GLOBAL BRAND AND CATEGORY MANAGEMENT, NIKE
10. Ask what core human need is driving the technology? What is it enabling and facilitating? Remember: Technology changes. Human needs don’t.
16. BRIDGING THE GAP MOBILE APPLICATIONS A program which users access on their smartphone device that has the potential to enhance their day-to-day life Games that connect you to real-life or virtual friends that don’t require a specific amount of your time Platforms that power consumers with the ability to persuade or influence the brands’ direction Awareness campaigns designed to educate consumers on world-changing initiatives and drive participation Mobile software that rewards ‘check-ins’ Leverages crowds to turn single, small payments into big dollars SOCIAL GAMING CONSUMER INFLUENCE OPPORTUNITIES CAUSE PARTNERSHIPS LOCATION-BASED TECHNOLOGY MICROPAYMENTS
17. http://www.biggu.com/ SHOPSAVVY SHOPSAVVY Scan a barcode and find out what it sells for online, as well as in other local stores. Also read reviews, create price alerts and wish lists. The consumer no longer needs to research before going to the store (consumer reports, flyers, online price searching). Retailers competitiveness increases, consumer benefits.
18. http://www.mynetdiary.com/ MYNETDIARY A daily nutrition diary that helps you keep track of what you are eating so that you can manage your weight. Contains nutritional information for 700 brands of food and 200 restaurants. For a CPG company to own an application like this would allow them to show how their foods can accommodate anyone’s balanced diet, adults or children - even incorporating sweets as rewards.
19. http://www.nikeidcanvas.com/ NIKE ID Nike is currently running the Nike iD Canvas Contest, where could-be shoe designers create their unique canvas shoe design, upload to the contest gallery and then begin their self-promotion in any of their own social networks (Twitter, Facebook, YouTube, etc) to maximize votes from their friends. There are 5,232 entries with the leading shoes scoring 10’s of thousands of votes.
20. http://www.dewmocracy.com/ DEWMOCRACY PepsiCo launched Phase 1 of this socially-driven program in July 2009 to its consumers to create a new flavor. The results of this campaign are yet to be determined, but the aggressive lobbying continues on Facebook, Twitter, YouTube and coming soon to a TV set near you.
21. http://myblogspark.com/ MYBLOGSPARK BY GENERAL MILLS General Mills launched a blogger outreach program to tap into their consumer’s own networks. In exchange for “Sparks” of information, exclusive contest entry and free product trials, bloggers must review products, complete surveys and publish content on their blogs.
22. http://foursquare.com/ FOURSQUARE A mobile application that helps you and your friends discover new things in your city. Business can identify loyal customers and offer them rewards.
23. http://www.causeworld.com/ CAUSEWORLD Users are rewarded with karma points by checking in or scanning products in stores. They can then direct their karma points towards a variety of charities, ultimately funded by the businesses Causeworld has partnered with.
24. NOW WHAT? 1. What are all the situations where people might want to interact with your brand? (Be as specific as possible) 2. What are their needs in each of these situations? 3. How do these needs change when they are with other people? 4. How can your brand help in each of these situations?
