National Sales Marketing Congress

New rules
of Consumer Engagement

National Sales & Marketing Congress
3rd - 4th November 2009
Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM

SAFETY ANNOUNCEMENT

© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM

After two days of conference
Story telling is no longer linear

Is your market really listening ?

Optimizing marketing lead generation
Differentiate or die
Integrated Digital Marketing

Latest Digital Revolution

Integrated marketing campaigns


ONLINE HAS BEEN EMBRACED


Companies are moving towards online

20-30 %
Orange Marketing Digital Mix by 2012*
50%
Asia’s company will spend more on Digital**

$122bn
Yahoo! Predicts Asia’s online spend by 2010***
45%
Microsoft Thailand Marketing online Mix budget****
*http://www.marketingmagazine.co.uk/news/863221/Digital---Direct-Orange-boss-urges-total-budget-switch-online
**http://www.marketing-interactive.com/news/11769
*** http://asiadigitalmarketingyearbook.com/2009-connections-triumph-over-interruption
*** https://www.microsoft.com/uk/smallbusiness/sbnews/18834951/Economic-crunch-accelerating-switch-to-online-marketing.mspx

SN adoption on its way
96% 88% 91%

83% 32%

✗
www.awarenessnetwork.com survey Among 370 companies in USA in 2009


Local usage of Social Media

 'Beautifully imperfect’ campaign to   Singapore treasure hunt to support   Promotional element from Sony
encourage Singaporean to get new StarHub high Speed Picture
married broadband


Mixed of campaigns

Dunkin Donut’s Facebook Target’s Facebook Wal Mart’s Facebook Molson Canadian Facebook Photo Contest
Give Kudos Respect the Community Censored Negative Remarks Promoted Irresponsible Behavior

Burger King’s Facebook Sony Ericsson’s Xperia X1 General Motor’s SUV ‘Create Your Own Advert’ Kiva.org’s Twitter
Dare to Try Adapt Your Message to Chosen Media Hijacked by Critics Chose Wrong Audience

Comparethemeerkat.com’s Oreo’s YouTube Contest Brinpopcorn.com’s Social Media Spammer Resident Evil’s Viral Marketing
Have Personality Engage Dishonest Pushing Mobile Threat Backfires


FAILURE IS NOT A MARKETING
CAMPAIGN ISSUE BUT A TOUGH
REALITY CHECK


Marketers used to be in charge

BRANDS CONSUMERS


Consumers are now in charge

BRANDS CONSUMERS


The Web we used to know is DEAD
DYNAMIC
WEBSTREAM

CONVERSATION

CONSUMER

Now Media. Now Web.
Real-Time Stream. Real-Time Web.

(INSTANT)
Instant Info. Instant Gratification. Mobile connectivity.
Real-Time Flowing Dynamic Stream of Information.


Instant evolution impacts the Web

8% 25%
Total pageviews (Oct.2009)

One example
  Why playing games on Facebook ?
25M   ‘Attractive designs ?’
  Real game mechanics

28M
  Installation hassle free
63M   Play with your friend
  Auto Mode on
  Easy, switch on

25 things

Do we really understand it ?
  PS : I like this guy…:=)

  PS 2 : Yes I admit, I do not
understand the poke,
superpoke, repoke…

  PS 3 : ok I let you watch it
now….

© F5DC 2009, all rights limited, reproduction forbidden without approval

"If you always do what you always did,
you always get what you always got.”
- Anonymous


The Traditional approach


TRUST ME
PUSH
ONE WAY
ADVERTIZE AUTHORITY
INTRUSIVE
MASS

TARGETED
DIALOGUE
RICH
INTEGRATION
GIVE CONTROL
INSTANT WWW.F5DC.COM

SO WHAT ?


Good ideas, unfortunately

Campaign   Facebook   UGC   DIGG
  Post Party pitures   Create new SUV Ad   Bring new site to top Page

What happened   Indirectly Promoted   Environmentalists video   Diggers riot
irresponsible drinking on global warming
caused by car

What is wrong   Youth image negative   Advertising over focus   Totally unethical
  Contest pushed   Social spamming
extreme
Alternatives   Different usage   Use niche topic and   Get genuine feedback
features or usage

Great Ideas

Comparethemeerkats.com
Campaign   Website using social   Twitter   Facebook
media   Encourage movie feedback   Fake character to promote

Results   Encouraged interaction   +70% of positive ffeedback   607,149 fans on facebook
between users   #1 box office 1st week end   31,283 followers on Twitter
  Did not ban negative   Average of 3000+ likes on
messages every status updates

Why it is good ?  Take the risk   Take the risk   Genuine
  Respect for the   No censorship   Interactive
community earns   Do not lie
  Do not push his product


Walmart vs Target

  568, 305 members,   41,008users.
  579 photos,
  239 discussion groups.
  Message adapted to Facebook audience   Negative posts removed
  Test target audience   One way communication
  Adapt marketing message   New ‘style’ focus while brand means discount
  Lower communication tone
  No link to ecommerce site
  Discussion forum WWW.F5DC.COM

Good innovation integration
  Innovative
  Fun
  Answers consumer
needs


INNOVATIONS ARE NOT LIKE TOYS


Each requires a unique license


SAME GOES FOR MARKETING TOOLS
WE NEED TO GET OUR NEW LICENCE


We need a proper approach

1 2 3
STRATEGY TARGET MEASURE


Engagement planning process
Strategy Concept Tactics Creative Measure Next

Evaluate consumer and brand needs Map all tactics and creative with objective How to maintain the relation ?
Define contact points Answer the questions : Why and How ?

  Understand the company strategy Content   Answer when consumer engages
  Define the engagement concept   Content is the most critical part   Do not spam
  Create a contact strategy / audience   Update and maintenance of the content   Re contact for Xpromo if agreed
  Integrate the elements in global plan   Style and technical details in line with planning   Learning of engagement
  Define an timed implementation plan
Promotion
  Allocate resource to manage dialog
  Promotion of the respective tactic
  Ensure communication goes two ways
  How consumer will know about it ?
  Why will they be interested ?
  Will they forward it to friend ?
  Will they engage the brand ?


2010 engagement paradigm

2010 PARADIGM
consumer is the center of strategy

consumer

strategy is the center of the tactics

strategy

tactics

innovation

tactics is the center of the innovation


Study Case
HOW TO LINK AN OFFLINE ROADSHOW TO ONLINE ?


Use properly every assets
Corporate Site Online Road Show Offline

  Good as Main access point
  Good for official information
  Need to reflect campaign
Consumer

Campaign Site Online Social Media Online

  Main information on campaign   Engagement platform
  Main HUB to link to all   Recruitment platform
  Interactive and dynamic   BUT indirect


Concretely, each tactics are linked
Phase 1 Phase 2 Phase 3

Engagement Retention Conversion

Music engagement Philips.com campaign site Offline

Philips catalog product Online Communities

Personal
account


Engage and do not lie


Facebook engagement around MUSIC
Recruitment Engagement Convert
  Objective : Get members   Objective : Engage members to   Objective : Increase Philips presence
  Initiate the ramp up Cause tactic connect   Stimulate audience by asking feedback
  Regular engagement   Give extra   Generate discussions
5000   Music discussion reason for   Post more updates
  No product push people to join

4000

3000

2000

1000

0
May Jun Jul Aug Sep Oct Nov


Make sure you measure the right thing
CPP CPC

4% click rate Page rank
delivery guarantee
DOES NOT EXIST DOES NOT EXIST
Unless you spam
June 19th


Measurement
Ideally , we need to measure at least Learning
  Traffic increase   Good test
  # fans recruited, interactivity   Voted best Philips marketing campaign in 2009
  Organic search ranking   Integration
  Sales conversion   Lots of time / efforts needed to recruit audience
  Brand Impact   Maintenance of Facebook pages
  Net Promoter Score   Alignment of tactics needed from start
  Roadshow impact   Facebook works better with non relevant topics
  Twitter only works if you have regular updates
Results

  Traffic increase + 28%
  # fans recruited > 5000
  Organic search increased 5-6 pages
  # More than 200 comments collected


Learn how to use them


Innovation is a ..tool !
  Only to bring added value
  Try and learn
  Measure
  Why does it matter
  Not enough to differentiate


CONSUMER ENGAGEMENT
  Volatile
  Impatient
  They have control
  They want more
  They decide


Conclusion
Marketers survival guide in the terrible Web 2.0 world

  Be Real, do not lie Do not try to change your brand or fake it

  Content is key Update regularly, maintain engagement

  Manage Benefits Consumer are looking for recognition

  Stop Push, Pull Create a first content and talk to them

  Adapt methodology DO not use Facebook as subsititute

  Have a Plan Only to engage a real dialog

  Accept and answer critics They will give to you in any case


THANKS
Do you have any question ?

Gregory.birge@f5dc.com +65 9111 6849 WWW.F5DC.COM

National Sales Marketing Congress

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