Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]The Recommender Revolution - 6 Takeaways for those who don’t stay the whole session 1. Your brand recommenders are the most important asset in your database. Chances are you haven’t identified them yet. 2. If you identify them and win them all … you win plenty of battles. 3. You can identify them while benchmarking your recommendation power. Maybe you already benchmark. Good. 4. Move on from RFM to RRFM 5. Go for a non-customer centric approach. Stop navel-gazing. Your customers are promiscuous 6. Join the “Media Influencers Index” Hype.
Transcript
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
6 Takeaways for those who don’t stay the whole session
1. Your brand recommenders are the most important asset in your database. Chances are you haven’t identified them yet.
2. If you identify them and win them all … you win plenty of battles. 3. You can identify them while benchmarking your recommendation power.
Maybe you already benchmark. Good. 4. Move on from RFM to RRFM 5. Go for a non-customer centric approach.
Stop navel-gazing. Your customers are promiscuous 6. Join the “Media Influencers Index” Hype.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Recommenders directly influence 20-50% of all purchase decisions.
“
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Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Their oral interactions however are not in your Big Data!
Over 90% of the influential recommendations take place off line. Face2Face …or whatever you might call it.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle”
Sun Tzu, The Art of War,
Open your windows, benchmark your enemies continuously and spot the brand recommenders.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
In fairy tales asking the Magic Mirror about “the most beautiful brand in the world” takes 7 years to get an answer. IRL you have to move faster.
Research
Brand aka SnowWhite’s mother
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Look through the window and discover who your toughest competitors are and why even your best clients are attracted to them too.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
And then: attack. But don’t kill. Marketing is a war without weapons no?
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
If you don’t attack, you will end up being only a winner in your wet dreams. Too bad.
The reality
The dream
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
“Customers’ satisfaction levels explain less than 1% of the variation in changes in their share of category spending. Yes, the relationship is statistically significant, but it is not very managerially relevant.”
There is not a strong relationship between satisfaction and marketshare. Being “satisfied” doesn’t mean that you also recommend actively or when asked your opinion. The more “mass market” you’re in the less customers are satisfied.
Don’t ask about satisfaction. Ask about recommendation. Only when when you measure recommendation power, you measure influential activity.
Don’t be sad about clients being less loyal than before. Face the reality and move on.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Benchmarking is measuring recommendation power.
“I am satisfied … but I don’t need these superthings. Who cares. I don’t want to pay for the extra’s”
“I am satisfied … but others are cheaper.”
“I am satisfied … but it is time for a change”
“I am satisfied …. but I prefer buying more in my neighbourhood”
“I am satisfied …. but some brands are better and I go for the best”
“I am satisfied … but my friends suggested to check out a competitor.”
“I am satisfied …but some others are easier to handle”
“I am satisfied ….but I prefer buying more online”
Only when when you measure your WOM-strength, you measure useful activity of the major players in the market
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Promiscuous behavior of consumers is a big opportunity for deeper penetration i.e. dating real prospects.
“Companies need to invest to re-earn penetration over and over again. Winners accept that it’s a game of constant recruitment. That’s why they invest on an ongoing basis to acquire more new consumers every year than they lose. (Bain - 2014)
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Go violently for a penetration strategy. You’ll love it. But don’t push. Move when there is an intention. When the situation is promising.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Indeed: relevant (pushed or pulled) ads are still an excellent and needed tool in any penetration strategy.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
And since more and more consumers use online channels during the pre-sales phase don’t overlook them.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
But – to be honest – these (ads in) paid media are not the most trusted, nor the ones that push consumers into action.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Earned media have most influence, are more
trusted and generate more action
Paid media generate more touch points,
hence they are strong in building awareness. Their “Opportunity To
Be Seen” is bigger.
Paid media cost more than earned and owned media. Brands plan to invest less in
paid media in the coming years.
And the “paid media” take a big bite of a brand’s marketing budget. The earned media cost less. You’ll have to find day after day the best mix.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Recency, frequency, monetary value (RFM) of clients were decisive for investment in marketing communication. Therefore lots of money spent (wasted) in this group of heavy and recent buyers
RFM - axis
Light and non frequent buyers are often “neglected”
From RFM to RRFM to decide about what to invest where.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Recommendation axis
+RFM & - REC
- RFM & - REC
+RFM & + REC
- RFM & + REC
RFM - axis
Does not mean they all give positive recommendations
Frequency and intensity
of recommendation.
The recommendation power of clients becomes the decisive tool to decide on marcom-investments
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
How and where do you find these earned media? The human media. The brand recommenders? Stop navel-gazing.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Start by asking them all (!) how likely it is that they will recommend your brand?
Client 1 0 1 2 3 4 5 6 7 8 9 10
Client 2 0 1 2 3 4 5 6 7 8 9 10
Client 3 0 1 2 3 4 5 6 7 8 9 10
Client 4 0 1 2 3 4 5 6 7 8 9 10
Client 5 0 1 2 3 4 5 6 7 8 9 10
Client 6 0 1 2 3 4 5 6 7 8 9 10
Client 7 0 1 2 3 4 5 6 7 8 9 10
Client 8 0 1 2 3 4 5 6 7 8 9 10
Client 9 0 1 2 3 4 5 6 7 8 9 10
Client 10 0 1 2 3 4 5 6 7 8 9 10
Client 11 0 1 2 3 4 5 6 7 8 9 10
Client 12 0 1 2 3 4 5 6 7 8 9 10
Client 13 0 1 2 3 4 5 6 7 8 9 10
Client 14 0 1 2 3 4 5 6 7 8 9 10
Client 15 0 1 2 3 4 5 6 7 8 9 10
Client 16 0 1 2 3 4 5 6 7 8 9 10
Client 17 0 1 2 3 4 5 6 7 8 9 10
Client 18 0 1 2 3 4 5 6 7 8 9 10
Client 19 0 1 2 3 4 5 6 7 8 9 10
Client 20 0 1 2 3 4 5 6 7 8 9 10
Client 21 0 1 2 3 4 5 6 7 8 9 10
Client 22 0 1 2 3 4 5 6 7 8 9 10
Client 23 0 1 2 3 4 5 6 7 8 9 10
Client 24 0 1 2 3 4 5 6 7 8 9 10
Client 25 0 1 2 3 4 5 6 7 8 9 10
Client 26 0 1 2 3 4 5 6 7 8 9 10
Client 27 0 1 2 3 4 5 6 7 8 9 10
Client 28 0 1 2 3 4 5 6 7 8 9 10
Client 29 0 1 2 3 4 5 6 7 8 9 10
2 clients you asked give a 9. You’re happy.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
But one of these 2 clients gives your competitor a 10. Bad news for you. You’re not his real nr 1.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Look (less) or (not only) in the mirror and more through the window. There’s the market. There are the voters. The influencers. The buyers.
Very bad ranking for “You “
Excellent ranking for “You”
More or less ok ranking for “You”
1 Competitor 1.You (+20) 1 Competitor
2 Competitor 2 Competitor 2 Competitor
3 Competitor 3 Competitor 3 Competitor
4 Competitor 4 Competitor 4 Competitor
5 Competitor 5 Competitor 5.You (+20)
6 Competitor 6 Competitor 6 Competitor
7 Competitor 7 Competitor 7 Competitor
8 Competitor 8 Competitor 8 Competitor
9 Competitor 9 Competitor 9 Competitor
10.You (+20) 10 Competitor 10 Competitor
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
That’s how we do it: “How likely are you to recommend this brand?”
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
That’s how we do it: “How likely are you to recommend this brand?”
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
3 questions: your experience, your score, your buying intention.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Scores 9 -10
Scores9-10
Scores 9-10
Scores9-10
Scores9-10 Scores
9-10
Scores9-10
Scores9-10
Scores9-10
Scores9-10
Scores9-10 Scores
9-10
Scores 0-6
Scores 0-6
Scores 0-6
Scores 0-6
Scores 0-6
Scores 0-6
Scores 0-6
Scores 0-6
Scores 0-6 Scores
0-6
Scores 0-6
Scores 0-6
The brands these boys & girls also recommend
Brand Profile of boys & girls 18-25 yrs old, who all give a very high 9 & 10 recommendation score to brand X.
The brands they don’t recommend at all.
Scores 0-6
And when 1000’s of consumers do it every now and then, they build unique profiles for themselves and several segments with their peers.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Extra-contacts generated : brands reach consumers through media, but since not all consumers are created equal, some become “human media” and some not.
Brands
Media
“Human media” “Just humans” “Just humans”
And they’re influencers. Brands can influence these influencers by running ads in the media these influencers engage with.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
The Media Influencer Index.
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
Jan Van den Bergh – Holaba – Sanoma Mediaparade 2014 – [email protected]
The Recommender Revolution -
7 takeaways for those who arrived too late
1. Your brand recommenders are the most important asset in your database. Chances are you haven’t identified them yet.
2. If you identify them and win them all … you win plenty of battles. 3. You can identify them while benchmarking your recommendation power.
Maybe you already benchmark. Good. 4. Move on from RFM to RRFM 5. Go for a non-customer centric approach.
Stop navel-gazing. Your customers are promiscuous 6. Join the “Media Influencers Index” Hype. 7. Never arrive too late.
