1. Toward Consumer Engagement
How Marketing is moving from simply
Delivering Impressions to Generating
Expressions
Dr Laurent Florès
http://blog.crmmetrix.com
CRM Metrix - MetrixLab
http://twitter.com/#!/crmmetrix lflores@crmmetrix.com
http://twitter.com/laurentflores
February, 2012
http://Facebook.com/crmmetrix

2. MARKETING?
Product “Shouting Loud”
Relationship
Talking vs Conversing
2

3. 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

4. Still...Markets remain « Conversations »

5. Purchase Influence
AVERAGE
1
Friend
/
Family
56%
1 1 1 1 1 1
2
2 2 2
3
3 3 3
4
5
6
What people say about your product and services is
7
bar none the most important influencer over a
8
consumer’s decision to buy a product.
9
How they communicate can be varied, but the one
10
constant is how good of a product or service you
have put out.
11
12
If you want to tap into your #1 media channel, it’s
13
pretty simple, create great products and services
and make your content “sharable”….
14
15
16
17
18
5

6. From “B to C” Marketing to “C to B to C”
Consumer
Brand
Consumer
6

7. 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 »

8. 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.

9. 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…

10. Huge Buzz and Consumer Engagement

11. 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.

12. 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 »)

13. hp://www.youtube.com/watch?v=4ba1BqJ4S2M
(*)
Tipp-­‐Ex
Campaign
(«
a
Hunter
Shoots
a
Bear
»),
2010

14. 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

15. Yes… Engaging: People really searched Tipp-Ex

16. Tipp-Ex “Linked Content” = Success!
Brand
Consumers Business
Interest Objectives
Branded
Expressions
Huge Buzz +30% in Sales
16

17. 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

18. Old Spice Campaign Media Ping Pong
Established
brand
equity
on
TV
with
fantasHc
content.
Ping.
Then
extended
the
compelling
story
to
Facebook
and
Twier
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
aenHon
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

19. Write your « POEM » to Engage throughout the Purchase Cycle:
Integrate All Media Touch Points
Paid
Owned
website,
mini
website,
blog,
sponsorship
sec4on,
mobile
site
customer
Experiences
Brand equity
Earned

20. Engaging throughout the year: people continuously
search Old Spice

21. 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 »

22. 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 »!

23. http://blog.crmmetrix.com
THANK YOU
http://twitter.com/#!/crmmetrix
http://twitter.com/laurentflores
http://www.facebook.com/crmmetrix
&
Good Luck! 
Dr Laurent Florès
Questions? CRM Metrix - MetrixLab
lflores@crmmetrix.com
February, 2012
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