The fair exchange tutorial balancing customer needs and business objectives

Balancing customer needs and business objectives to achieve customer centricity!

•  The State of Marketing!•  Customers!•  Business!

•  Digital Experience!•  Customer Needs!•  Business Objectives!

•  Mutual Relevance!•  Mid- Morning Break!•  Customer Decision Making

Process!

•  Measurement and the Fair Exchange!

•  Mid-Morning Break #2!•  Making it Real!

•  Square Peg, Round Hole!•  Contextual Disconnect!•  We’re not all alike!

•  Planning a product launch!•  Tahzoo Information!

A little bit about us

Washington dc Richmond va Seattle wa

Tahzoo is a leading customer engagement agency that empowers Global 1000 enterprises to create and deliver customer experiences that are engaging, relevant and persuasive across all digital channels and devices.!

We provide consulting and technology services

Insight planning delivery

We’re lucky to work with some great clients

Technology B2B Healthcare

Retail, Auto & Consumer Services

Financial Services

the World Has Changed

People Have Changed

communication has changed

Technology has changed

consumers

Once we defined our identities by family, tribe and Locale

We used myths to influence behavior

And dream the American dream

Then came modern advertising

Leo Burnett and David Ogilvy created new myths for us to believe

They told us what to eat

What to drink

And How to behave

The big brands ruled

Then came the internet

It brought us new choices

More choices

A way to connect

A way to influence

Consumers gained control

The business

More competition

More measurement

Brands lost control

How many of your companies have a website

Why?

What would your customers say if your website disappeared

What would your CEO say

How do you know if it matters

Exercise #1

Digital strategy

Which digital Channels do you currently use in your business?!

Describe the primary purpose for each digital channel?!

what would your Executive board say is the #1 reason for each digital channel?!

Web!

Digital Inbound (Email, Display, Search…)!

Mobile (SMS, Smartphone!

Social!

Web experience objectives

consumers typically visit websites for one of the following reasons

Infotainment! Search! Discovery!

Research! Purchase! Support!

businesses typically want site visitors to accomplish one of the following objectives

Brand Awareness! Education! Buy!

Manage! Self- Service! Advocacy!

Use!Awareness! Consideration! Evaluation! Purchase! Advocacy!Support!

brands

consumers

The customer Journey

Exercise #2

Consumer needs

Infotainment! Search!

Discovery! Research!

Purchase! Support!

People come to our website to …!________________________________________________________________________________________________________.!

Business objectives

My company wants website visitors to …!!________________________________________________________________________________________________________. !

Brand Awareness! Education!

Buy! Manage!

Self- Service! Advocacy!

Holding up the mirror…..

Holding up the mirror…..

“We want 500,000 Facebook fans”  

“What’s the point in me ‘liking’ your page? I’m not

interested”!

“Omni channel is our #1 priority – we need to be communicating with our

customers through as many channels as possible”!

“Leave me alone! Stop spamming me….”!

The business decided…! …and customers think!

Holding up the mirror…..

“I want my experience to be personalized”!

“We need a lot more profiling information before

we can customize the experience”!

“Dealing with a company should feel effortless and

not take up too much time”!

Customers need...! … Business responds!

“We need our customers to spend more time on our site, and we need to deliver rich user experiences that show

how innovative we are”!

The exchangometer

There’s been a big shift in how we think Spectator!

Culture!

Passive Reception!

Participatory!Culture!

Being connected to a larger whole !

Convergence!Culture!

Involvement !in a production

ecosystem!

The

BIG shift!

Participation & convergence are now givens

Exercise #3

Measurement across the customer journey

Pre Sales Experience!

Buying Experience!

Post Sales Experience!

Paid channels!

Owned channels!

Earned channels!

You get what your measure

Business Success!

Give customers what they  ask  for…  

They’ll think & do the things you

want them to do…  

The business will meet its goals!

Desired behaviors /perceptions!

Customer Commitment!

The mistake brands commonly make

Business Success!

Don’t give customers what they  ask  for…  

The business will not meet its goals!

ûDesired behaviors /perceptions!

Customer Commitment! û

Undesired Behaviors/

Perceptions! 60-80% don’t do what you want them to do…!

Customer Commitment!

They’ll think & do the things you

want them to do…  

The business will meet its goals!

Ensuring a fair exchange

Customer Commitment!

Desired behaviors /perceptions!

Business Goals!

Determining your guage

Consumer Needs!!__________!__________!__________!__________!__________!

Business Objectives!!

__________!__________!__________!__________!__________!

Many companies get caught in a “vanity Trap”

Vanity !

Sanity!

Reality!

Exercise #4

Are you caught in the vanity trap?

Which metrics?! Why?! Who owns?!

Vanity?!

Sanity?!

Reality?!

What would a fair exchange look like?

Pre Sales Experience!

Buying Experience!

Post Sales Experience!

Paid channels!

Owned channels!

Earned channels!

Problem # 1 – Square Peg in a Round hole

EMAIL

LANDING PAGE

WEBSITE

Exercise #5

Inbound and digital alignment

Who owns, manages and optimizes offers, messaging, and target for each channel?!

Do you have defined processes to align and coordinate across channels!

Do you use end to end metrics to measure impact and conversions!

Offline!

Web!

Digital Inbound (Email, Display, Search…)!

Mobile (SMS, Smartphone!

Social!

Problem # 2 – contextual disconnect

Anything wrong

The power of search

Doesn’t always deliver the right context What happened to San Francisco?!

Exercise #6

Contextual alignment

Do you offer context aware messaging, offers and content for each channel?!

Do you provide personalized content matched to context across channel?!

Do you have the technology to drive dynamic publishing across channels?!

Offline!

Web!

Digital Inbound (Email, Display, Search…)!

Mobile (SMS, Smartphone!

Social!

Problem # 3 – we’re not all alike

A specialist?

Tractors - baby furniture - Christmas decor

Exercise #7

Real time personalization

What is the typical time between research, campaign design and in market deployment?!

Are you able to collect digital experience data in real-time?!

Are you able to provide personalized content based on real time data?!

Offline!

Web!

Digital Inbound (Email, Display, Search…)!

Mobile (SMS, Smartphone!

Social!

Exercise #8 Planning a Product Launch

Background scenario

•  You work for an FMCG brand, that up until now has been successful through a very product centric approach to marketing!

•  Response to campaigns is in decline, and digital engagement isn’t yielding the desired return!

•  Your goal is to shift the thinking from product centric marketing to being audience centric!

•  As such you have commissioned a piece of research to understand your target audience: Mothers. The summary of insights are on the following slides!

EMERGING TOPIC LOW but increasing volume + on territory!

36  32  34  

26  25  

32  32  35  33  34  

-­‐11  15  

27  -­‐22  

29  35  34  

-­‐10  32  

6  -­‐15  

21  -­‐12  

6  4  

35  32  

-­‐26  -­‐38  -­‐34  

-­‐9  -­‐34  

35  -­‐1  

-­‐5  -­‐12  

11  5  

-­‐50   -­‐40   -­‐30   -­‐20   -­‐10   0   10   20   30   40   50  Feminine  hygiene  

Cars  Hair  care  

Home  working  Internet  security  

Household  products  Stay  at  home  mum  

Skin  care  Alcohol  Money  

Housework/cleaning  Fashion  Cooking  Me  Kme  

Being  a  working  mum  Fostering  

Consumer  focus  Child  safety  Campaigns  

EmoKonal  release  Discipline  

Technology  support  Law/legal  

House/home  Bullying  

Sex  Family  friendly  acKviKes  

School/educaKon  Holiday  Religion  

Health  and  wellbeing  Holidays  

Teenagers  Time  management  

PoliKcs  RelaKonships  

Family  life  NaKonal  and  local  news  

Declining topic – !Volume decreasing!

1  &  2  

2  

3  

4  

5  

6  

Rising Theme / off territory! – volume increasing BUT NOT on territory!

ACTION: Monitor for major changes every 6 to 12 months!

ACTION: Review to establish if there is a angle on the topic!

ACTION: Monitor for increasing volume, OPPORTUNITY to lead the conversation on these areas!

7  

HOT TOPIC– volume increasing + in territory!

ACTION: Ensure overall appeal be focusing on topics that dominate the audiences’ conversations!

KEY AND ACTION POINTS!

0 = no change since 12/13!!Positive score = relative increase in volume of conversations compared of 12/13!!Negative score = relative decrease in volume of conversations compared of 12/13!

Low volume of conversations!

High volume of conversations! % increase on 11/12!% decrease on 11/12!

2013 compared to 2001/12

Summary of hot topics 1. FAMILY LIFE & NEWS!

Rich set of themes within the context of family from morals to money. Talking about the family means talking about the whole of life. This is broken down further in the Key Themes analysis at the next stage!

!2. TEENAGE ISSUES!

Growth of teenage threads in key forums – core unmet need!!

3. FAMILY FRIENDLY ACTIVITIES!Growing focus on doing things as a family!

!4. WOMEN'S ISSUES & CAMPAIGNS!

Growing trends in being active and involved with women's/ family politics / fundraising / activism issues!!5. CONSUMER RIGHTS!

Growing sharing of pro consumers hints, tips, savings and legal rights across a wide range of products and service categories!

!6. WORK LIFE BALANCE!

Growing focus on the challenges of being a working mum, whether running a business or simply juggling work and home life for an employer!

!7. FOOD AND COOKING!

Food and cooking is trending as hobby as well as being part of practical living. Focus on combining health issues, budget issues and passion for eating as a social activity !

Consistent 3 year conversation themes

1. !

•  While categories are about the headline topic of the conversations, themes come from the content, sentiment and meaning of these conversations. !

•  This theme cloud represents the key words and phrases that the category conversations contain!

KEY INSIGHT:!•  It is not all doom and gloom amongst the audience !RESULTING TONE OF VOICE:!•  The dominance of Good and Great within the audience

conversations shows that optimism and a positive tone in content and communications will drive engagement!

THEME  RANK!

CONVERSATIONAL  KEY  WORDS!

VOLUME  OF  MENTIONS!

1! Time ! 963,103!

2! Good/great ! 912,580!

3! Discounts/offers/free! 500,399!

4! School/educaKon ! 490,333!

5! Games/gaming! 442,841!

7! Holiday/holidays ! 433,864!

8! Health/fitness/diet! 423,142!

9! House/home! 419,170!

10! Business/work/job ! 385,156!

11! Online ! 384,104!

12! Year! 379,876!

13! Family! 378,818!

14! Law/legal ! 373,400!

15! People! 354,124!

16! Golf ! 350,414!

17! Life! 337,541!

18! Download ! 336,362!

19! Movies ! 331,190!

20! City! 299,860!

CONSISTENT, RELEVANT THEMES DRIVE ENGAGEMENT

2. Money!

4. ‘Me’ – fun, entertainment, books. Movies, music, games, gaming!

5. Holidays – locations, activities, family friendly!

1. Time!

6. Healthy / fitness / diet!

Mothers  with  school  age  children  

10. Family news stories! 9. Family life – across the generations !

3. School & education!

7. House/Home!

8. Work / Business!

EXAMPLE CONTENT SCENARIO

BRIEFs

•  You are launching a new brand of washing powder that is highly innovative & aims to disrupt the market through:!•  The innovation of the product!•  Creating a strong digital community to engage target

Mothers!•  Creating strong partnerships with other brands to drive

value in the community!•  Cross selling to the existing portfolio!

•  You need to design the for the launch:!•  campaign strategy!•  content strategy!•  measurement framework!

Campaign strategy

Which metrics?! Why?! Who owns?!

Vanity?!

Sanity?!

Reality?!

Content strategy

•  Using the example provided please build out the 3 most relevant content archetypes and specify the role of:!•  Your website!•  Your Facebook page!

•  Please think about how you will connect your content to what matters to Mothers as well as ensuring a commercial outcome (remember the fair exchangeJ)!

•  Remember to think about driving a content journey, so content should have a clear call to action!

So little time, so much to do

Making time for the important things in life!Making quality time for the family by taking less time for the mundane !

Getting a work life balance!How to effectively juggle your life!

HINTS AND TIPS:!TIME

MANAGEMENT!

In the kitchen!Quick and easy, healthy meals!Time saving tips in preparation!

Looking after the home!Cleaning tips!

Effective products!New  rouKnes  

Saving time in the kitchen: example Insight:!•  Part of my role as a Mum is to feed my

family well, but time and inspiration make it difficult!

Need:!•  Help me to save time in the kitchen !

Content:!1.  TODAYS 15 minute emergency recipes!2.  THIS WEEKS 30 minute family meal!3.  Hints and tips for saving time with food

prep integrated into all recipes!4.  Hints and tips on shopping for,

planning & preparing the weeks menu!

!!!•  We know that cooking for the family

every day can be hard. !•  We can help with great ideas that are

quick and easy to prepare.!LOCATION: FOOD SECTION! !!

POSITION:!

facebook role: !1.  What’s happening in your kitchen today? !2.  Real time help and inspiration to make feeding the family easier!

Supersavvyme.com!Supersavvyme.com top posts!

Supersavvyme.com!Tried and tested 30 minute family meal – one less thing you need to think of this week www.supersavvyme.comreal30miinutemeals!!XX people like this!

View all X comments!

Supersavvyme.com!Short of ideas for cooking under pressure tonight? See today’s 15 minute meal!www.supersavvyme.com/15minutemeals!!!

XX people like this!View all X comments!

Community manager: My kids (7 & 9) are fed up with my usual repertoire. Any winning dinners that don’t take forever to cook?!

XX people like this!View all X comments!

What should the launch scorecard look like

Which metrics?! Why?! Who owns?!

Vanity?!

Sanity?!

Reality?!

Thank you

John Kottcamp!Chief Marketing & Strategy [email protected] !

Misia Tramp!Executive Vice President, Insight & [email protected] !