The Creepy Line Between Genius and Egregious

The Creepy LineBetween Genius & Egregious

Student Session | Robert Cole ● April 16, 2015Image Credit: Barak Kassar (cc|flickr)

Presentation Overview1) Radical Changes to Technologies & Marketing

2) What is the Creepy Line?

3) Challenging Decisions

4) Voting – Genius or Creepy?a) Socialb) Localc) Recognitiond) Analytics

5) What Not To Do

6) How to Identify The Creepy Line

7) Who Draws The Line?

8) Trust, Loyalty and Emotional Connections

9) The Path ForwardCornell University School of Hotel Administration Robert Cole ● RockCheetah | 2Student Session - The Creepy Line

Radical Changes to Technology & Marketing

• Key Technological Advancements• Universal Analytics – Cross Platform Tracking

• Multi-variate Behavioral Testing – Voting with Clicks

• Big Data – Massive Data Capture

• Driving Marketing Outcomes• Personalization of Digital and Real World Experiences

• Predictive Analytics – Anticipate Actions & Needs

• Renewed Focus on Loyalty – Customer Lifetime Value

• Requires Operational Integration• Actionable Information – Capture of Behavioral Signals

• Dynamic Real-time Delivery – Content, Pricing, Offers & Payments

• Empowerment of Staff – Across All Customer Touch Points

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What Is The Creepy Line?

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Image Credit: Karl and Ali (cc|geograph) | Video Credit: The Atlantic

Difference Between Genius & Egregious is 100% Personal

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Image Credit: The BMW Blog

Good versus Evil is Rarely Absolute or Mutually Exclusive

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Image Credit: Kris & Fred (cc|flickr)

How’s Your Moral Compass?

“Opportunity may knock only once, but temptation leans on the doorbell.”

– Anonymous

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Image Credit: nhanusek Nicole Hanusek (cc|flickr)

External Influencers Will Provide Input

• Your Strong Moral Character and Ethical Resolve Will Always Resist Pressure from 3rd Parties with Vested Interests… Right?

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Image Credit: Valerie (cc|flickr)

What Could Possibly Go Right?

• You’re called a genius and innovator that just won the Internet!

• Your amazing initiative goes viral and is loved by current & new customers

• Big Risk pays off with a Big Reward

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Image Credits: julochka (cc|flickr) & Public Domain

What Could Possibly Go Wrong?

• You could be the pathetic train wreck that doesn’t understand the Internet!

• It still goes viral, but alienates current customers & repels new customers

• Big Mistakes can Prove Fatal…

Time to Vote. Genius or Creepy?

• Social• Destination Blogger Promotion• Bacardi Drink Promotions

• Local• Location-based Targeting• Conference Sniper

• Recognition• A Suite Bathrobe• “Clicky” The Value Wheel

• Analytics• Sort Order Variations• Website Trackers

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Image Credit: John C Abell (cc|flickr)

Destination Blogger Promotion

• Seattle CVB Seeks 30 Influencers

• Minimum Qualification:• 50+ Klout Score

• 1,000 Twitter Followers

• From Portland, Vancouver & San Francisco

• Arts/Culture/Food/Wine/Music Influencer

• Offer – Free Weekend for Two• Transport, Hotel, Attraction Passes + $500

• Results• 8.2 Tweets & Shares (per Influencer) Yielding 19,645 Total Tweets, Retweets,

Shares, Comments, and Likes

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Image Credit: Jonathan Fox (cc|flickr)

Bacardi Girls – Drink Promos

• Girls Ask Guys for Mobile Numbers• Guys Provide Phone Numbers (Duh…)

• Text Message Triggers• Pre-promote Appearances

• Announce Event in Real-time

• Results• Can Draw 200 people in 45 min.

• Competitive Disadvantage for Both Competitive Beverage Distributors & Bars

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Image Credits: Eric Chan (cc|flickr) & Juancho (cc|flickr)

Location Based Targeting• Restaurant/Bar with Live Entertainment

• Losing Share to Competition / Empty Valet parking lot• Previous traditional marketing – No measurable ROI

• Target• Active Facebook followers (11,000) | Friends of Followers | Local Lookalikes• Located within 10 miles of Location Zip Code• Female with Single Relationship Status• Age 26 to 34, enjoys live music + various #hashtag Filters

• Method• Facebook Dark Post for each year of age (Facebook limitation)• Staggered post roll – 5:00pm to 8:00pm Friday night• Offer - ‘Free Valet’ - Show post to Parking Attendant

• Results• Campaign Halted at 5:43pm -- Valet parking lot full• Changed offer – 2nd Drink Free (For remaining targets)• By 10:00pm, (band start time) Line waiting to enter• 300+ new followers to restaurant/bar Facebook page• 100+ newsletter registrations

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Image Credit: Timothy Wildey (cc|flickr)

Conference Sniper• Prior to Event

• Check Future Meetings & Events Calendar / HQ Hotels• Check Group Website/Facebook Pages for Key Dates• Offer Special Rates After Cut-off Date, etc.• Target Facebook Ads to People Liking Event Sponsors

• During Event• Identify Meeting Hashtags & Offer Twitter Specials

• Bar Variation• Follow followers of competitors• If followed back, enables Direct Messaging• Exceptionally Effective for Tweeted Foursquare Check-ins• Offer – Drink Specials• Timing Important – 9:00pm to 11:00pm window

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Image Credit: chuck holton (cc|flickr)

Sort Order Variations: Expedia, Hotels.com, Travelocity

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Image Credit: Theodore Scott (cc|flickr)

Expedia Hotels.com Travelocity

Suite Bathrobe Surprise

• US Luxury Hotel – Major International Gateway• High (60%) repeat guest rate• Want to recognize High spend, First-time guests

• Target• Suite Guests• Living in strong return guest markets

• Method• Comparison of departed suite guest list to guest history• Recognition is highly personalized/handwritten letter from GM• Included with high quality plush/hooded hotel logo bathrobe

• Results• Bathrobes Delivered to Guest Residence After Stay• Immediate/Direct Feedback to General Manager

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Image Credit: Simon A (cc|flickr)

• “Winnings” Are Discount on “Select Deals”• Odds Not Properly Represented

• Visually – Equal 1:8 or 12.5% of Winning• Actual Odds:

• $100 = 1:100,000 or 0.001%• $50 = 1:10,000 or 0.01%• $10 = 1:100 or 1.0%• $5 = 1:20 or 5.0%

• Registration• Requires Facebook “Like” to Play• “Unlike” Capability Disabled

• Facebook Connect Harvests Information• User

• Birthday, Relationship Status, Likes, Check-ins, Email

• Friends• Birthdays, Likes, Check-ins Shared with You

“Clicky” The Clickable Groupon Value Wheel

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Image Credit: nist6dh (cc|flickr)

Website Tracking – Lodging Group Home Pages1. Airbnb

2. Four Seasons

3. Hilton

4. Homeaway

5. Hyatt

6. Marriott

7. Starwood

8. Wyndham

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H – 61

G – 54

F – 28

E – 21

D – 16

C – 13 B – 11

A – 8

1. Airbnb (A-8)

2. Four Seasons (C-13)

3. Hilton (H-61)

4. Homeaway (G-54)

5. Hyatt (D-16)

6. Marriott (B-11)

7. Starwood (E-21)

8. Wyndham (F-28)

Image Credit: Ludovic Bertron (cc|flickr)

Don’t Be This Guy…

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Image Credit: Thomas Shahan (cc|flickr)

New Technologies Create New Creepy Lines

“Math can lead you to places that are not acceptable socially.”

- Digital Marketing Executive, Major Travel Intermediary

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Image Credit: Ian Strain (cc|flickr)

How to Identify the Creepy Line?

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Three Simple Questions:

1) Who Benefits Most?• If it isn’t the customer, why not?

2) Who Can You Tell?• “Nobody” is probably a red flag…

3) How Do You Feel?•Periodic, general, self-loathing?

Image Credit: Edward Koren / The New Yorker (All Rights Reserved)

Who Draws the Creepy Line?

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Image Credit: Sergey Galyonkin (cc|flickr)

Who Draws the Creepy Lines? They Do…

Trust is Earned, Not Bought

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Image Credit: Juhan Sonin (cc|flickr)

Loyalty is Based on Shared Values

Value Drives Transactions ● Values Drive Loyalty

Image Credit: Vladimir Dimitroff (All Rights Reserved|flickr)

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The Path Forward

Image Credit: Sasquatch I (cc|flickr)

“The reason for our success is no secret. It comes down to one single principle that transcends time and geography, religion and culture.

It’s the Golden Rule – the simple idea that if you treat people well, the way you would like to be treated, they will do the same.”

- Isadore Sharp, Founder & Chairman, Four Seasons Hotels

Cornell University School of Hotel Administration Robert Cole ● RockCheetah | 25Student Session - The Creepy Line

Key Takeaways

• Rapidly Changing Technology and Marketing Capabilities• Creates Opportunities for Innovation & Disruption

• Long Term Customer Value is Ultimate Goal• Brand Preference is Based on Emotional Connection with Brand

• Entrepreneur Must Manage Pressures To Compromise • Moral Compass & Remembering Law of Unintended Consequences

• Each Individual Consumer Defines Their Own Personal Creepy Line• Consumers Needs Are Simple – Seek Respect, Authenticity, Quality & Value

• Rules Constantly Changing – Many Still Not Yet Written• Requires Leadership to Inhibit Temptation to Exploit Consumers

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Image Credit: m. aquila (cc|flickr)