Toward Consumer Engagement
How Marketing is moving from simply Delivering Impressions to Generating
Expressions
Dr Laurent Florès
CRM Metrix - MetrixLab [email protected]
February, 2012
http://blog.crmmetrix.com
http://twitter.com/#!/crmmetrix http://twitter.com/laurentflores
http://Facebook.com/crmmetrix
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MARKETING?
Product
Relationship
“Shouting Loud”
Talking vs Conversing
Brands Talk rather than Listen or Converse
3,000 messages every day, 188 every hour, 3 every minute
The ratio of listening to talking is 1 to 50 (*)
…still brands believe they are « customer centric »
(*) Source: Esomar & Veronis Suhler
Still...Markets remain « Conversations »
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56%
AVERAGE
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Friend / Family
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Purchase Influence
What people say about your product and services is bar none the most important influencer over a consumer’s decision to buy a product.
How they communicate can be varied, but the one constant is how good of a product or service you have put out.
If you want to tap into your #1 media channel, it’s pretty simple, create great products and services and make your content “sharable”….
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From “B to C” Marketing to “C to B to C”
Brand
Consumer
Consumer
What are the Consequences?
Talk Less, Engage More! Networked consumers will create more content, speak more about
you than any media time you will ever buy be able to buy!
You still need Content:
A Big Idea and the ability to « Empower » Consumers to Talk about you/for you…
Move your Marketing beyond « delivering impressions » to « Generating Consumer Expressions »
Coca-Cola Marketing Shifts from Impressions to Expressions (*)
The prevaling role of « Big Ideas »
Accept that consumers can generate more messages than you ever could
Develop content that is « Liquid and Linked »
Accept you don’t fully own your brand; your consumers do
Speak up to set your record straight, but give your fans a chance to do it so first
(*) Joe Tripodi, EVP Chief MarkeHng and Commercial Officer of the Coca-‐Cola Company.
Marketing Shifts from Impressions to Expressions
Accept that consumers can generate more messages than you ever could
Let’s go back in Time... The Coke/Mentos Story…
Huge Buzz and Consumer Engagement
Coca-Cola/Mentos Story (2006) So succesful that Mentos Bought the initial video… and organized
the mentosgeyers.com even to maximize consumer engagement.
Although the Coca Cola team’s reaction was blasé (it did not project the right image, they said), the executives at Mentos were elated (*). Mentos' advertising budget is usually USD 20 million a year, and company officials estimate they have generated at least half that in free name recognition as a result of the viral video. Sales climbed 20 percent during the first viral tsunami, and even after the commotion died down, they remained 15 percent higher than they had been.
(*) Sources : ABC News, “The Mentos and Diet Coke SensaHon”, June 2006 & Media Magazine, “What Happens When You Let Go”, May 2007.
Marketing Shifts from Impressions to Expressions
Create Ideas that are contageous (« Liquid »)…
and « Linked » to:
Consumer’s Interest
Brands
Business Objectives
Example: Tipp-Ex Campaign (« a Hunter Shoots a Bear »)
(*) Tipp-‐Ex Campaign (« a Hunter Shoots a Bear »), 2010
h\p://www.youtube.com/watch?v=4ba1BqJ4S2M
Tipp-Ex Campaign (2010) A typical « Liquid and Linked » Campaign that
generated Engagement « Hunter Shoots a Bear" was:
- watched more than 48 million times on YouTube
- shared by 350,000 people on Facebook
- clocked up one tweet every second for the first three days of the campaign.
- Seen in 217 countries
- achieved a 30% uplift in sales – (for something as « old-fashioned as correction tape »… not bad…)
(*) Source: AdAge 2011
Yes… Engaging: People really searched Tipp-Ex
16
Consumers
Interest
Tipp-Ex “Linked Content” = Success!
Brand Business
Objectives
Huge Buzz
Branded
Expressions +30% in Sales
Marketing Shifts from Impressions to Expressions
Old Spice Brilliant « Media Ping Pong »
Engage on different touchpoints throughout the year, to revigorate historic P&G Old Spice Brand
Old Spice Campaign Media Ping Pong
Established brand equity on TV with fantasHc content. Ping. Then extended the compelling story to Facebook and Twi\er Pong. And to Digg, Reddit, and several other smaller ponds Ping. Whose users went to the big YouTube pond to see the videos Pong. Where they experienced a level of a brand’s personal a\enHon and engagement that has rarely, if ever, been seen before Ping. Then tweeted and commented like crazy about it Pong.
Which garnered coverage for the campaign on television, in print, and on radio, making Old Spice, your grandfather’s brand of deodorant, naHonal news.
(*) Source: AdAge 2011
Write your « POEM » to Engage throughout the Purchase Cycle: Integrate All Media Touch Points
customer Experiences Brand equity
Paid Owned
Earned
website, mini website, blog,
sponsorship sec4on, mobile site
Engaging throughout the year: people continuously search Old Spice
Succes, Yes in a way…BUT… +55% in sale during the first 3 months of campaign run, soared by
107% aound the time the response videos started…BUT….
P&G « run a Campaign » rather than a « relationship with its Fans » … to humanize its business and ensure long-term relationships with their customers…
…As of September 2010, the brand had over 120,000 followers on Twitter that it do not connect with… 2 months after its active push on Twitter, only 23 tweets, with no personal tweet sent to any followers…
Relathionship has a cost that goes « beyond a campaign »
Toward Consumer Engagement…
Accept that consumers can generate more messages than you ever could
Develop content that is « Liquid and Linked »
Accept you don’t fully own your brand; your consumers do
Speak up to set your record straight, but give your fans a chance to do it so first
Integrate Touchpoints Across the Consumer Journey
Relationship has a cost: be « Always On »!
THANK YOU
&
Good Luck!
Questions?
http://blog.crmmetrix.com
http://twitter.com/#!/crmmetrix http://twitter.com/laurentflores
http://www.facebook.com/crmmetrix
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Dr Laurent Florès
CRM Metrix - MetrixLab [email protected]
February, 2012
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