Youthconference May 21, 2010

Long term engagement with youth

Marketing with Youth Conference
May 2010
Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM

Andrey Ternovskiy

17 years old

Russian

© F5DC 2010 all rights limited, reproduction forbidden without approval WWW.F5DC.COM

Launch date : November 2009

YTD Rank : 1641
March 31st daily ranking : 861


LONG TERM
WITH

© F5DC 2010 all rights limited, reproduction forbidden without approval
✗
WWW.F5DC.COM

Walmart vs Target

  568, 305 members,   41,008 users.
  579 photos,
  239 discussion groups.
  Message adapted to Facebook audience   Negative posts removed
  Test target audience   One way communication
  Adapt marketing message   New ‘style’ focus while brand means discount
  Lower communication tone
  No link to ecommerce site
  Discussion forum

Be careful !


Our new responsibilities as marketers
  Efforts to create the relation
  Be genuine
  Respect, personal
  Listen
  Talk
  Don’t try to change me
  Time

Engage Consumer into a personalize
journey through multiple touch points

Using the new media and traditional media to support the engagement


Having website, Facebook application,
augmented reality, Twitter feed

does not solve your problems

2010 engagement paradigm

Focus on Consumer / Customer needs
consumer is the center of strategy

consumer

strategy is the center of the tactics

strategy

tactics

innovation

tactics is the center of the innovation


Engagement does not stop at Website

ACTIVATION ENGAGEMENT CONVERSION

What should be do to The actual promotion How do I keep relation
make sure people or campaign or with you and convert you
know about it ? website or Facebook to sales ?


Each phase needs specific focus
ACTIVATION ENGAGEMENT CONVERSION

  Online   Product – Translation   Create long term relation

  Paid Media   Content Maintenance   Learning

  Social network   Content Update   Measurement

  Search   Long term   Capture information

  Above the line   Mechanic to track   Database

  Below the line   Measurement   CRM activities

  Marketing   Cross sales
  Up sales


Have a systematic approach

1
STRATEGY

And apply it to each tactic specifically


The best secret : mix all of them

Good ingredient Good product
+ +
Mixed flavors Mixed channels
+ +
Good chef Good strategy
= =
Good meal Good campaign
http://www.flickr.com/photos/kyle0922/4622668655/in/pool-food_porn


Menu example
Corporate site Roadshow
  Product information   New product presentation
  Assets   Capture information and recruit prospects

Campaign site
  Link with the roadshow and product information
  First engagement, try to convince me

Facebook Google Search Twitter Radio
  Emotional link   Generate traffic   Instant promotion   Contest
  Discussion   Engage to roadshow   Latest offer   Push to roadshow
  Quick Fix

PR Print Campaign Apps
  Result of contest   Main product push   Mobile connection (if needed)
  Press relay   Link to website   Side angle for attraction


Total internet all media for 15-24 age
74.1

59.6
54.3
46

34.3 mn per visit
26.4 25.9 visits/visitor
22.5

US EU AP SG
© Comscore 2010, research march 201

How to convince consumers to buy MP3
player ?


Study Case
HOW TO LINK AN OFFLINE ROADSHOW TO ONLINE ?


Don’t go blind


Planning, Resources, Strategy
  Specific tactics objectives
  Each tactics has its own measurement
  How will we engage consumers ?
  Why will they join ?
  Why will they come back ?
  Why will they talk to their friends ?
  How do we keep them engaged


Consistent approach, coordinated
1 theme

1 Strategy

1 Creative Direction

Dedicated Dedicated Dedicated Dedicated Dedicated Dedicated
tactic tactic tactic tactic tactic tactic
  Objectives   Objectives   Objectives   Objectives   Objectives   Objectives
  Measurements   Measurements   Measurements   Measurements   Measurements   Measurements
  Implementation   Implementation   Implementation   Implementation   Implementation   Implementation

One Main Goal

Use properly every assets
Corporate Site Online Road Show Offline

  Good as Main access point
  Good for official information
  Need to reflect campaign
Consumer

Campaign Site Online Social Media Online

  Main information on campaign   Engagement platform
  Main HUB to link to all   Recruitment platform
  Interactive and dynamic   BUT indirect


Strategy : 3 dedicated phases
Phase 1 – Tease, engage Phase 2 – Prove, Retain Phase 3 – Affirm, Convert

MUSIC PUSH ROADSHOW AND TRY COMMENT, FOLLOW
  Social Networking entry point to   Prove the claim   Propagate the concept
drive to roadshow and website   Let the consumers convince themselves   Testify to friends and family
  Traffic generation through Adwords through LYED   Lead to sales
  Use video UGC to further promote The Full
Sound superior concept


Concretely, each tactics are linked
Phase 1 Phase 2 Phase 3

Engagement Retention Conversion

Music engagement Philips.com campaign site Offline

Philips catalog product Online Communities

Personal
account


Starting point or ending
point needs to be your
website

Create relationship
“the official message”
Conversion to sales


Push through Main Home Page


Accessible from Consumer tab


Element
  Product information
  Interactive catalog

Objectives
  Information

CTA (call to action)
  Link to the campaign site


Element
  edM
  Sent to members / DB

Objectives
  Concept information
  Product information
  Contest

  Share your point of view (Facebook)
  Learn more (website)


Product
catalog

Link to
Roadshow
information Video
Teaser

Direct access
to main info
Facebook
link


Element
  Roadshow tab of the campaign site

Objectives
  Information on your closest roadshow
  Information on past roadshow

  Visit the roadshow
  Share your opinion


Element
  Comments, word of mouth
  Professional reviews

Objectives
  Collect in one location all comments
  One central position for information

  Link to Facebook
  Link to your blog
  Link to comments


Now is the time for engagement
Road Show Social networking Campaign Site
"  Product
"  Sales
"  Push
"  Buy people
"  Lie page owner Corporate Site

"  One time effort
"  Complex

Understand your target audience
If you love music, good sound quality, this is for you
 Clear objective
 Link to same Creative Direction
 Clear information on Page / Group owner
 Talk about what they want
 Listen to their comments and reacts
 Engage on relevant topics


Avoid the empty restaurant syndrome

http://www.flickr.com/photos/44602785@N00/366536197/sizes/o/


Recruit people in the related sphere
Related topics Related topics
Music Genre Artists Discussion locations

  Blog
  Forum
  Discussion group
Main topic   Website
Example : Music   Facebook group
  MySpace group

Related topics Related topics
MP3 reviews Students


Creating content and updating it regularly

Status Update Content Update Call to Action

Contests Comments Photos

Create planning of activities


Define themes around Music
Music themes + side link
Music

•  All music genres will be introduced here
•  Collection of all genres introduced

•  Post reviews on wall
Review

•  Reviews will be ‘archived’ in reviews tab

•  Post roadshow dates, upcoming events
Events

•  Invite users to closed door event etc

•  Performances/Events/Venues
Local Scene

•  Videos
•  Blogs
•  releases

•  Eyeka videos
Video

•  LYED video
•  DDB videos


Weekly theme to engage discussion

Music theme selection Fuel the discussion And link all activities
  Posts
  Poll
  Contest
  Questions
  Interactions

Hope for interactions
  Interesting , funny or controversial topics should lead to
discussions
  If any, answer

Intensive tracking and measurement
  Traffic percentage
  Number of active members
  Number of silent fans
  Conversion rates
  NPS improvement


Step by step engagement
Recruitment Engagement Convert
  Objective : Get members   Objective : Engage members to   Objective : Increase Philips presence
  Initiate the ramp up Cause tactic connect   Stimulate audience by asking feedback
  Regular engagement   Give extra   Generate discussions
5000   Music discussion reason for   Post more updates
  No product push people to join

4000

3000

2000

1000

0
May Jun Jul Aug Sep Oct Nov


Over 5k in first 6 months : 10k now

Main recruitment phase
  First contacts
  Recruitments
  Discussions
  $0 media spent


Active discussions with fans

Desired state

  Interactions
  Discussions
  Engagement


Ad recruitment


Campaign helped SEM Indirect results
Search Keywords During Campaign
Philips MP3 1st position
Philips MP3 Player 2nd position
Best MP3 Player 4th position
Let Your Ears Decide 2nd position
MP3 Player First 2 pages


It is key to try to measure the right thing
Measure differently based on intention and relation

Objectives How ? Results
Create community , potential target # fans 5000, + 80%
Generate awareness on Philips MP3 product NPS On going
Increased traffic +15% - 35% based country
Search Top 1 to top 5
Increase purchase intention Questionnaire On going
Increase sales Sales On going


Cost to be considered

Setup Communication Maintenance
  Technical creation   Recruitment if any   Man hours
  Concept – Strategy   Promotion if any   Technical (light)
  Creative   Updates
  Special engagement   Content creation


What worked for the youth ?

Interactions Simple Engaging - Relevance
  Lots of interactions needed
  Fans respond quickly to questions that are simple
  Not too many posts : risk over unsubscribing
  Entertaining videos are good for generating interactions
  With constant interactions, it helped to improve the organic growth of fan base

What did not worked ?

Push Too complex Side track message
  1 test push message “ try product” was not perceived positively
  If questions can not be answered in 5sec, they don’t
  Contest not inline with target group

http://www.flickr.com/photos/scienceduck/540121310/


Video contest + Spot 31 artists


Older age guessing…:=)
Eagles
Pink Floyd

Jamiroquai
Elton John

The only one the youth could guess
Lady Gaga


Testing and trial is
part of the
success
Don’t be afraid


Creating long term relationship with youth

CHANGE OUR ENGAGE LONG
HOW TO DO IT ?
TONE TERM
  Why ?   Not a one off   Personal
message communication
  Values of my brand
  Not driven by one   Multichannel
  Really discuss
mechanics
  Measure !
  Not try to push
  Ensure positive
  Don’t be direct
  Accept their relation
comments

PASSION

VISION

INSPIRATION

Thanks.
Do you have any question ?

http://bit.ly/aEmARR f5dc gregbirge
Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM

Youthconference May 21, 2010

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