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Digital Blue Conference (Healthcare Audience)March 2, 2012
Jeremiah OwyangIndustry Analyst and Partner
Strategy: Lead the Dynamic Customer Journey
© 2012 Altimeter Group
This is a keynote for the Digital Blue conference in Miami, with an audience of Health Insurance Digital Marketers.
Learn more about the conference at their website
I’ve added this slide after the conference to provide context for those viewing online.
Speaker Note:2
© 2012 Altimeter Group
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The American auto industry was on the verge of collapse
© 2012 Altimeter Group
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Until they embraced the needs of their evolving customers. Now
Ford’s stock has grown over 500% since it’s low in 2008.
© 2012 Altimeter Group© 2012 Altimeter Group
Connecting with the Dynamic Customer makes our job more
difficult
© 2012 Altimeter Group
1. How the customer journey has become Dynamic
2. How savvy companies have started to innovate
3. Framework: Integrate Paid Owned Earned
4. Fitting it Together: Case Study
5. Final Thoughts
Agenda6
© 2012 Altimeter Group
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US smartphone adoption is growing steadily
Source: comScore Social Media Matrix, December 2011
Over 80% of the world’s online population uses social media
Source: Social Media Around the World 2011, InSites Consulting
It’s not just about our friends…Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons, what else has driven you to become a member of the following social networks?
N Europe = 5613 / F = If member of social network(s)
...to get to know things about (new) products / brands
...to come in contact with brands / companies
...to stimulate my career
...to find other users of a certain brand / product
...to find promotions of a certain brand / product
...to become a famous person
...to become an opinion leader
Source: Ask Your Target Market, Base=2000 US Internet Users, 2011
Relationships with brands are changing
© 2012 Altimeter Group
Blockbuster ignored DVDs-by-mail, to their peril11
Blockbuster filed for bankruptcy after accumulating over $900M in debt and has closed over half of
their retail locations.
© 2012 Altimeter Group
Similarly, Borders failed to adapt their business model to compete with Amazon
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© 2012 Altimeter Group
NOW IS TOO LATE! Customer expectations are rising to new levels. Everything needs to be personalized, cheaper and they want it 10 minutes ago.
CHANGE MEDIUMS! Mediums and Channels are changing quicker than businesses can keep up, so focusing on quality content and relationships is the anchor to weather this storm.
MORE SOURCES! Friends and family have more influence than ever online, especially with the rise of online reviews and referrals.
Why the Customer Journey is Dynamic13
© 2012 Altimeter Group
1. How the customer journey has become Dynamic
2. How savvy companies have started to innovate
3. Framework: Integrate Paid Owned Earned
4. Fitting it Together: Case Study
5. Final Thoughts
Agenda14
© 2012 Altimeter Group© 2012 Altimeter Group
As a result, we’re seeing companies innovate to respond to the changes in customer behavior
© 2012 Altimeter Group
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H&R Block’s BlockTalk blog shares tax stories, news, advice— with a social twist
• Intergrated with all social channels• Active social ticker/ feed • Homepage carousel has the # of comments for each entry• Showcases most popular content and recent comments • Viral friendly content (infographics, top 10s, etc.) • Embed codes easily available • Employee-authored by ”the professionals who do this
everyday”
© 2012 Altimeter Group
H&R Block app answers tax FAQs17
The H&R Block app provides answers to frequently asked questions and a glossary for tax terms. It also estimates expected returns based
on basic information.
© 2012 Altimeter Group
Mayo Clinic endorses an open policy, is responsive in the community
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© 2012 Altimeter Group
Mayo Clinic connects people with similar health concerns and experiences
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The Mayo Clinic Connect community posts blog articles
multiple times daily. There are 66 discussion categories on the forum, and new topics are posted multiple times a
day.
© 2012 Altimeter Group
Fitbit and Nike+ change the way people monitor their personal health
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© 2012 Altimeter Group
Cake Health helps people manage their healthcare and save money at the same time
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© 2012 Altimeter Group
CareZone gives caretakers a productivity tool to manage the people who depend on them
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© 2012 Altimeter Group
1. How the customer journey has become Dynamic
2. How savvy companies have started to innovate
3. Framework: Integrate Paid Owned Earned
4. Fitting it Together: Case Study
5. Final Thoughts
Agenda23
© 2012 Altimeter Group© 2012 Altimeter Group
How can a company adapt when customers are dynamic?
© 2012 Altimeter Group
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Integrating Paid, Owned and Earned Media
© 2012 Altimeter Group
The Customer Hourglass looks at the entire experience26
© 2012 Altimeter Group
The Dynamic Customer Journey requires an integrated approach
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© 2012 Altimeter Group
Integrating Awareness28
© 2012 Altimeter Group
Virgin America’s promoted tweet lead to one of their top five sales days ever
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Virgin America partnered with Stand Up To Cancer to launch a one-day
flash sale exclusively on Twitter called the Fly Forward, Give Back
campaign and used a promoted trend to amplify the campaign.
© 2012 Altimeter Group
AMEX OPEN Forum serves the small business community
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OPEN aggregates content from leading content producers to
provide a world-class experience in small business
education. There are new posts daily, and the Facebook page
has ~200K likes.
© 2012 Altimeter Group
HBO Connect aggregates social conversations on microsite
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HBO Connect visually reflects the social buzz
around network programming, allowing viewers to see latest
tweets and join the most relevant conversations
on both Twitter and Facebook.
© 2012 Altimeter Group
Stand out in this phase by integrating paid, earned, and owned. Move the customer through the story journey.
Try engaging, rather than shouting. Involve dialog with the lifestyle and workstyle of prospects --not just a brand push.
As mobile, location, and social data collide, new forms of targeting called "Social Context" will emerge --but for now, technologies are primitive.
Insights at Awareness32
© 2012 Altimeter Group
Integrating Consideration33
© 2012 Altimeter Group
Sponsored blog posts tap into existing networks34
Izea, the website that brokered this sponsored
post by Chris Brogan, has over 35,000 advertisers
registered for their program, including many Fortune 500
brands.
© 2012 Altimeter Group
Progressive encourages customers to compare their rates35
© 2012 Altimeter Group
Zuberance helps Chili’s tap into their advocates36
Chili’s worked with Zuberance to identify
880,000 advocates who wrote 114,000 reviews and
generated 50 million influence impressions.
© 2012 Altimeter Group
Empowered customers compare alternatives online – especially for high consideration purchases.
Advocates are an important resource to leverage in your strategy, but it is important to not ask too much of them.
Companies with commodity products must differentiate by using innovation and services.
Insights for Consideration Phase37
© 2012 Altimeter Group
Integrating Intent38
© 2012 Altimeter Group
Groupon is changing the way people shop online39
Many uninusred customers are turning to Groupon to meet their medical needs instead of comprehensive
coverage plans.
© 2012 Altimeter Group
Gatorade monitors conversations from a dedicated room
Gatorade’s Social Media Command Center is a
“war room for monitoring the brand in real-time across social media.”
© 2012 Altimeter Group
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Customers who read Epson reviews show higher consideration and conversion
Visitors who interacted with reviews on store pages were also 67%
more likely to convert to purchase than visitors who
did not interact with reviews. These visitors also had a 25% higher average order value.
© 2012 Altimeter Group
SAP features customer success stories and comments on solution marketplace EcoHub
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SAP prospects can learn about partners
and solutions, as well as read customer
success stories and peer ratings and
comments.
© 2012 Altimeter Group
Levi’s incorporates the “Like” button43
Shoppers can “Like” and post comments about products
straight to their Facebook wall
© 2012 Altimeter Group
Levi’s incorporates the “Like” button44
Customers see an instant shopping cart based on previous friend’s “Likes”
© 2012 Altimeter Group
Online reviews are effective and scalable, learn to distribute reviews onto multiple platforms, increasing the reach of the crowd.
There’s a balance between context and privacy. Understand the new ‘social contract’ by setting expectations with customers how you will use their data.
To reach the dynamic customer, companies should deploy intention strategies across multiple mediums including phone, web, mobile, and kiosk.
Insights at Intention Phase45
© 2012 Altimeter Group
1. How the customer journey has become Dynamic
2. How savvy companies have started to innovate
3. Framework: Integrate Paid Owned Earned
4. Fitting it Together: Case Study
5. Final Thoughts
Agenda46
© 2012 Altimeter Group© 2012 Altimeter Group
Fitting it all together…
© 2012 Altimeter Group
Esurance promotes partnership with Allstate in their latest commercial
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© 2012 Altimeter Group
They blogged about the commercial and partnership49
© 2012 Altimeter Group
The commercial also directed people to their Facebook page, where they feature testimonials
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© 2012 Altimeter Group
1. How the customer journey has become Dynamic
2. How savvy companies have started to innovate
3. Framework: Integrate Paid Owned Earned
4. Fitting it Together: Case Study
5. Final Thoughts
Agenda51
© 2012 Altimeter Group
With more data available than ever before we can accelerate customers through the funnel faster than ever before.
Develop a strategy across mediums, today’s customer is dynamic. Develop a story that spans all phases of the funnel, and across all mediums.
Conduct ongoing research as the customer moving quickly.
Use the Customer Funnel and fill in all the gaps across Paid, Owned, and Earned.
Key Takeaways52
© 2012 Altimeter Group
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Email me at [email protected] for
slides
Research Team
Jeremiah Owyang
Zak Kirchner
© 2012 Altimeter Group
The Dynamic Customer Journey requires an integrated approach
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