A version of the presentation I gave in Sioux Falls, South Dakota talking about the methods of consumer engagement that companies should consider when

1. Paul Flanigan
experiate.net
twitter.com/paulflanigan

2. You donʼt get it and
you donʼt care.

3. Technology
Speed-to-market
Competition
Budgets
Agency Challenges

4. 1997: 500
2007: 5,000
Today: 1,000 in 20 minutes
Jason Goldberg @retailgeek
Number of ads the average
consumer is exposed to:

6. Youʼre Waldo

7. What do people think about
when they think of you?
How can you be better at
consumer engagement?
Questions to ask:

8. 2 Steps to Brand Engagement

10. 16,839,654 16,624,226

11. Griffin
Hospital
Malpractice claims: 43%
Patient discharges: 40%
Referral rate: 80%

12. Give the consumer access
to your brand.

13. Company
Product Family
Product Line
Product Type
Variant
Whereʼs the consumer?

15. “Simply put, no one really cares
about the logo anymore.”
@fastcodesign 10.22.10
Steve McCallion

17. Enable consumers to define
your brand.

18. Enable consumers to define
your brand.
Give the consumer access
to your brand.
Trust.

19. 4 Eʼs of Marketing

20. Product
Price
Place
Promotion
People

21. Everywhere
Experience
Exchange
Evangelism

22. Everywhere

24. Experience

25. 80% of companies believe they
are delivering a superior
experience.
8% of their customers agree.
Bain & Co.

28. “The iPads will allow doctors
and nurses to access any
web-enabled application run
by their hospital as they move
around the hospital.”
Source: Daniel Andrews, Victoria, Australia State Health Minister

30. Exchange

31. 1. Friends & family
2. Anonymous review
3. Expert opinion
4. Retailer/Brand
Jill Puleri VP - IBM
Influence on decision in order

33. Evangelism

35. 1.Harley Davidson (18.9%)
2.Disney (14.8%)
3.Coke (7.7%)
4.Google (6.6%)
5.Pepsi (6.1%)
Source: Brand Sense - Martin Lindstrom
The Most Desired Tattoos

36. Final Thoughts

37. Be the customer.
Thereʼs no business like
show business.
Have a kit of parts.
Your customer is your client.
You canʼt buy loyalty and you canʼt sell
evangelism.

38. “Your brand is nothing more than
what people think of when they think
of you. And the strength of your
brand is measured by the degree of
trust that consumers have with it.”
Pat Connolly
CMO Williams-Sonoma