Post on 02-Nov-2014
description
transcript
1
DANCING WITH THE EIGHT BALL
MAKING SOCIAL INSIGHTS ACTIONABLE
14
15
16
PRIMARY WAGE EARNER
17
HOME IMPROVEMENT
18
VALUE
19
HIGH PERFORMANCE
20
REAL ESTATE
21
STYLE
2 2
COOL
23
24
25
SHIFT FROM A WIN!LOSE TO A LEARN APPROACH
PRINCIPLE 1
26
27
RE"LEARNING
AMBIGUITY TO
OPPORTUNITY
30
31
PARTNER WITH TRANSLATORS VS REPORTERS
PRINCIPLE 2
32
33
34
TOPIC 1TOPIC 2
TOPIC 3
35
TOPIC 1TOPIC 2
KEY DRIVERKEY DRIVERKEY DRIVER
TOPIC 3
36
37
not driving commitment
Products are discussed
Products are not discussed, Products are
driving commitment
LOW PCS, HIGH VOLUME
BRAND X
BRAND X
BRAND X
BRAND X
BRAND X
LOW PCS, LOW VOLUME
HIGH PCS, HIGH VOLUME
HIGH PCS, LOW VOLUME
38
WHAT
39
WHAT
WHY
40
41
DEFINE YOUR TARGET BY ENGAGEMENT VS DEMOGRAPHICS
PRINCIPLE 3
42
43
CITIZEN
PROFESSIONAL OCCUPATIONAL
ADVOCATE
AMBASSADOR
CELEBRITY
INFLUENCER:
THE ABILITY TO CAUSE OR CONTRIBUTE TO A CHANGE IN OPINION OR BEHAVIOR.
45
PAID MEDIA
EARNED MEDIA
OWNED MEDIA
WEBSITESMOBILE (WAP, APPS)PURLsEMAILWEB APPS (RIAs)GAMESVIDEOSPODCASTSBLOGSARTICLESWEBINARSVIRTUAL EVENTS
OLA (BANNERS)SEM (CPC, CPA)
MOBILE (SMS)SPONSORED CONTENT
SPONSORSHIP DIRECT MAIL
DR PRINTDR VIDEO (TVC, WEB)
LIVE EVENTSPOS/RETAIL
LAUNCH PLATFORMSADVOCATE HUBSSUPPORT SYSTEMS
DRIVES TRAFFICRAISES AWARENESSLEAD GENERATION
UGC VIDEOS (UNBOXING)
PHOTOSPERSONAL BLOGS
FAN FORUMSPRESS
REVIEWSCOMMENTS
REFERRAL LINKSSEARCH
GAINS TRUSTAMPLIFIES REACHPOTENTIAL LONG TAIL
1DISCOVER
2FAMILIARIZE
VIEW
FOLLOW
LIKE
ENGAGE
SHARE
3EVALUATE
4ADOPT
5ENDORSE
INFLUENCEE:
A PERSON OR GROUP OF PEOPLE WHO CHANGE THEIR OPINION OR BEHAVIOR AS THE RESULT OF EXPOSURE TO NEW INFORMATION.
48
LISTEN TO THE SILENCES!EXPLORE THE UNEXPECTED
PRINCIPLE 4
49
50
51
BRANDMONITORING
52
53
95%
5%
54
50%50%
56
KEY PRINCIPLES
57
1. SHIFT FROM A WIN!LOSE TO LEARN APPROACH
KEY PRINCIPLES
58
1. SHIFT FROM A WIN!LOSE TO LEARN APPROACH
2. PARTNER WITH TRANSLATORS VS REPORTERS
KEY PRINCIPLES
59
1. SHIFT FROM A WIN!LOSE TO LEARN APPROACH
2. PARTNER WITH TRANSLATORS VS REPORTERS
3. DEFINE YOUR TARGET BY ENGAGEMENT VS DEMOGRAPHICS
KEY PRINCIPLES
60
1. SHIFT FROM A WIN!LOSE TO LEARN APPROACH
2. PARTNER WITH TRANSLATORS VS REPORTERS
3. DEFINE YOUR TARGET BY ENGAGEMENT VS DEMOGRAPHICS
4. LISTEN TO THE SILENCES!EXPLORE THE UNEXPECTED
KEY PRINCIPLES
WHAT IF YOUR CUSTOMERS ALREADY REDEFINED YOUR INDUSTRY?
CASE
UNDERSTANDING THE RAPIDLY CHANGING HIGH TECH B2B MARKET
62
MERGER
ACQUISITION4X
APPL
E
RECE
SSIO
NCOMPETITORS
63
SWITCH
64
STAY
SWITCH
65
Month 1Low
High
Month 6
ATTRITION AQUISITION
66
VALUE
67
SERVICE
VALUE
B2B?
69
70
72
1DISCOVER
2FAMILIARIZE
VIEW
FOLLOW
LIKE
ENGAGE
SHARE
3EVALUATE
4ADOPT
5ENDORSE
74
75
PAID MEDIA
EARNED MEDIA
OWNED MEDIA
WEBSITESMOBILE (WAP, APPS)PURLsEMAILWEB APPS (RIAs)GAMESVIDEOSPODCASTSBLOGSARTICLESWEBINARSVIRTUAL EVENTS
OLA (BANNERS)SEM (CPC, CPA)
MOBILE (SMS)SPONSORED CONTENT
SPONSORSHIP DIRECT MAIL
DR PRINTDR VIDEO (TVC, WEB)
LIVE EVENTSPOS/RETAIL
LAUNCH PLATFORMSADVOCATE HUBSSUPPORT SYSTEMS
DRIVES TRAFFICRAISES AWARENESSLEAD GENERATION
UGC VIDEOS (UNBOXING)
PHOTOSPERSONAL BLOGS
FAN FORUMSPRESS
REVIEWSCOMMENTS
REFERRAL LINKSSEARCH
GAINS TRUSTAMPLIFIES REACHPOTENTIAL LONG TAIL
7 7
78
79
80
1DISCOVER
2FAMILIARIZE
3EVALUATE
4ADOPT
5ENDORSE
81
1DISCOVER
2FAMILIARIZE
3EVALUATE
4ADOPT
5ENDORSE
82
WORK
83
WORK
HOME
LEARN
PARTNER
ENGAGE
EXPLORE
A new definition of our client’s industry.
Unearthing niche B2B dialogue; greater understanding of information needs & customer journey; experience strategy for new B2B set.
Identified new set of influencers & decision makers.Identified their preferred ways of using and dispersing information.
Separating the irrelevant from the significant issues. Identifying unmet service/expertise need that di!erentiated us against competition.
WHAT DOORS OPEN WHEN MARGINS SHRINK?CASE
IDENTIFYING NEW OPPORTUNITIES AND UNMET NEEDS IN VALUE CPG
86
87
15%
88
Safeway Organics Target Up & Up Whole Foods 365
89
CORE INGREDIENT
TREAT
TREAT, HEALTHFUL
FAMILIARTREAT, HEALTHFUL,
FLAVOURFULFAMILIAR,TREAT, HEALTHFUL,
COMPETITION?
96
LOWER COST VARIETIES?
97
98
100
$?,OOO
CORE INGREDIENTCATEGORY
EVERY DAY
BEST QUALITYEVERY DAY +
FLAVOURS THEY LOVEBEST QUALITYEVERY DAY +
+
?
LEARN
PARTNER
ENGAGE
EXPLORE
A new definition of value opportunity.
Understanding hierarchy of flavor/trust/quality.
We are an everyday treat for the entire family. Mum is a tiger yellow tag shopper who demands the best quality her dollar can buy.
Our client had permission to shift from ingredient expert to trusted category expert.
WHAT IF WE BUILT FOR THE NEXT GENERATION OF CUSTOMERS NOW?
CASE
DESIGNING NEW PRODUCTS!SERVICES FOR THE NEXT GENERATION OF LUXURY TRAVELERS
108
LUXURY TRAVELER
109
1 1 1
1 12
1 13
1 14
1 2 3
#LIVINGTHEDREAM#GRATEFUL
#EXOTIC#BEJEALOUS
1 17
LUXURY TRAVELER
1 18
“THEY’VE BEEN ABLE TO GET A RICHER EXPERIENCE WITH SOME OF THE DESTINATIONS. WHERE WE MIGHT HAVE BUZZED IN AND OUT OF A DESTINATION IN FIVE HOURS IN THE 80S OR 90S, IN LOOKS LIKE COMPANIES ARE OFFERED MORE IN!DEPTH EXPERIENCES IN A PARTICULAR PLACE WITH A MENU OF OPTIONS…THE PEOPLE COMING UP NOW AREN’T LOOKING TO GO TO AS MANY PLACES AS THEY CAN. THEY WANT TO SAY THEY DID SOMETHING UNUSUAL IN THESE AREAS. BY THE TIME THEY HIT RETIREMENT AGE THEY ARE SO WELL!TRAVELED ALL READY.”
121
Under 50
Traditional Destinations
New Destinations
Over 50
JOURNEY A
JOURNEY C
JOURNEY B
12 2
Communal Intergenerational
YOUNGER ELITE TRAVELERS OLDER ELITE TRAVELERS
LEARN
PARTNER
ENGAGE
EXPLORE
What luxury means to the next generation of a!luent traveller.
Uncovering the exclusive silent dialogue of the elite through imagery sourcing.
Identified shared and discrete travel destinationsGained clarity on what travel ingredients needed to make a buzz-worthy luxury journey.
Understand how we can di!erentiate & service a new generation of traveler while not neglecting our legacy customers.
MISIA TRAMP
@misiatrampmtramp@tahzoo.com