Post on 08-Jul-2015
description
transcript
Bridging the engagement gap between in-home decision making and in-store
shopping
Agenda
• Key market trends
• Case studies
• Lessons learned
Just announced:Smartphone Shipments> PC Shipments in 2010. Ahead of Schedule
The world is changing right before our eyes
51% by Q3 2011
Value driving explosive growth
Android Law: Top smart phones 6 months ago are now obsolete
Unlimited data for only $25 a month
Every demographic in US is impacted
From PEW research…
• 46% of households earning less than $30,000 a year are wireless Internet users.
• This income group is the fastest growing -- up by 11 percentage points from 35% in April 2009.
• 10% of online Hispanics use check-in services.
Check Ins
4% of online population is checking in
PEW Research published on November 4, 2010
30M users using Facebook Places
Reported on Oct 29th, 2010, 10 weeks after launch.
Outdated before
published
Why Check In?
Share w/ friends To be a mayor Rewards Personalization
There is a difference between location vs. place
Precision is the key to relevancy
Primary values:
1. What does it mean to others?
2. How can this data make my everyday life more fun or make information to me more relevant?
3. What else can I discover?
Check-ins represent “Foot streams” = The real-world equivalent to the click stream
Relevancy drives disruption
AOL
OvertureSponsoredKeywords
Google AdWords
Physical World, Social, Mobile
Relevancy
MARKET DISRUPTION
12
* 49%
* 47%
* 40%
* 37%
RelationshipMarketing
30%
* 19%
Displays & In-StoreAdvertising
17%
Example Digital Vehicles by Platform
In store video, kiosks, scanners
Direct to card, e-circular
E-newsletter, personalized storefront
WOM, reviews, branded community
Sponsored results, virtual display
Retailer sitelet, how to video
Barcode scanners, shopping lists
**
Broad set of digital technologies gaining adoption
Case Study: Del Monte Kibbles ‘n Bits
Problem: Activate dog owner community at Walmart.
Leverage USA WEEKEND Magazine and Whrrl to provide service in-store “How to show your dog love”
recommendations at Walmart.
Society: “I Love My Dog” Society
Rewards: $25 gift card
Locations: Walmart
USA WEEKEND MagazineReaches 47+ million readers while in-home
Quick Audience Cume
• 81% read USA WEEKEND Magazine on the day it is delivered
• 98% see your ad within 1week
• 84% read nearly every issue
Responsive Readers
• 94% of readers read USA WEEKEND at home
• 83% of readers take action on the ads in the magazine
• Readers spend an avg of 25 minutes with the magazine
• 64% are the primary shoppers in their households
• 84% are influenced by brand familiarityImproves Advertising ROI: • Proven by IRI, USA WEEKEND lifted sales volume 11.2% in its
markets**Sources: MRI, Doublebase 2010; USA WEEKEND Reader Panel; Affinity/VISTA Print Rating Service, 2009 Shopper Insight Study, conducted by RSI Research. ** 2008 Information Resources Inc, (IRI) illustrates the value that the magazine brings to major food and packaged goods advertisers. IRI tracked grocery store’s volume of a top USA WEEKEND food client for 2 weeks. The client’s advertising ran in USA WEEKEND markets and non-USA WEEKEND markets. Sales rates were compared at the end of the period.
Ad connected readers to Whrrl A location based social network designed to support readers with
recommendations and rewards in store.
Group you with people who like what you like: Societies
Present the best ideas scored and filtered
through our personalization
algorithms
Inspire action through recommendations, experiences, and
stories
Partner with Brands to reward action and social loyalty
80% of I Love My Dog Society members want-to….
People who check in to Walmart, do the following recommendations…
Marissa Lomas, a Foodie VIP, recommends the following….
People who go to Walmart, go to Murphy USA’s afterwards.
More Loyalty &
Influence
Trend-setter
Maven
VIP
Insider
Rookie
How the game works:
Users earn points for influencing others, via:•Check-ins•Recommendations•Want Tos•Did-its•Sharing
Users level up and earn titles as they gain points.
Whrrl encourages engagement and advocacy
How did it work?
How to Join…Readers go to whrrl.com/ilovemydog and unlock the safe
to join the I Love My Dog Society
Once you are part of the Society…
Bloggers created recommendations to bootstrap Society
5 resultson page 1
I Love My Dog Society members are driven to activate at the
store
Whrrl
Jeanna B. made a rec to I Love My Dog Society @ Walmart:
Take your dog for a picnic. Buy some treats and bring the kids.
Close
View
03/28/2011 I Love My Dog Society
Current Society Members
5,000+
Engagement 52% of people in the Society have acted on at least 1 recommendation.
Activation 23% of people in the Society have checked in to one or more Walmart locations and played the game.
Ongoing Activation
57% of people who played the game have played on multiple days.
Reach From blogs = Approximately 2.4M impressions
Total Social Activity
20K activities on recommendations and check-ins
Within 60 days….
Lessons Learned
1. Integration: Combine reach + engagement vehicles to drive consumers from home to store
2. Relevancy: Drive a more relevant experience, in the moment, by connecting content users need in the context of that need
3. Activation: Program activation at key steps to ensure the audience is aware of your brand on the path to purchase
4. Advocacy: Unlock consumer natural passion for your brand and let users share their love
Contact Info
John KimVP of Products Pelago
Laura HendricksDirector, Retail/Shopper MarketingUSA WEEKEND Magazine
Doug ChavezDirector, Digital MarketingDel Monte Foods