Harnessing the Social and Empowered Consumers

4 juin 2013 1Conférence HEC – Web 3.0: Harnessing the Empowered and Social Consumer
Web 3.0: Harnessing the Social
and Empowered consumer
Stéphane Grünenwald,
s.grunenwald@novactive.comovactive.com
Novactive Canada Inc.
360, St-Jacques Ouest
Suite 1805
Montréal, Qc, H2Y 1P5

!  Bio
!  Introduction
! Examples of sucessful integrated campaigns
! What do we learn from that?
!  Conclusion
AGENDA

Bio
Stéphane Grunenwald,
General manager, Novactive Canada
Over 16 years in traditional and digital agencies
Project manager, Account director, Strategic planner, General
manager
Pixelpark, TMP Worldwide, Pheromone, Cossette, Inpix, Novactive
RDS, Le Devoir, Just for Laugh, Éduc’alcool, Telus, YPG, Tourisme
Outaouais, Transat, Voxco…

Introduction
“The Internet of things”
One of the interesting estimates is that there are about 35
billion devices connected to Internet. Soon, there will be so
many that we’ll stop counting”
Eric Schmidt, Google

Introduction
For long, companies have used paid-media push marketing at some well-
defined points along the funnel to build awareness, drive consideration,
and ultimately inspire purchase. But today this funnel is over.
Today consumers connect with brands in fundamentally new ways, often
through channels that are beyond manufacturers' and retailers' control.
The traditional customer decision process is over.
A multi-channel approach is mandatory. Brands need to align with the
consumer decision journey. They need to figure-out at what touch points
consumers are most open to influence, and how they can interact with
them at those points.

Introduction
For years marketers have used the funnel metaphor to think about
touch points: Consumers would start at the wide end of the funnel
with many brands in mind and narrow them down to a final choice.

Introduction
But now instead of narrowing their choices, consumers add and
subtract brands from a group under consideration during an
extended evaluation phase.
And after purchase, they often enter into an open-ended
relationship with the brand, sharing their experience with it
online.

Amex Shop Small

American Express
- Country: USA
- Target audience: SMB owners
- Goals: Create empathy for
the brand and increase
revenue on this market
- Challenge: contribute to
relaunching US economy
- Concept: a 360 campaign
targeting SMB's customers with
new marketing tools.
- Results: thousands of
company joined
2.7 M likes on Fb
Particularly relevant in a crisis
time
http://youtu.be/rIYHjs1vEAo

Sweden Institute & Visit Sweden

Curators of Sweden
In 2011, Sweden became the first country in the world to
let go of an official communication channel and hand it
over to its citizens. Every week, someone in Sweden
became @Sweden: sole ruler of the world's most
democratic Twitter account.

Curators of Sweden
- Country: Sweden
- Brand: Sweden Institute/Visit Sweden
- Target audience: Women
- Goals: Enhance Sweden brand awareness
- Challenge: Show Swedish core values to increase brand awareness
- Concept: Hand the official Swedish Twitter account to Sweden citizens. Every week, someone in Sweden is
@Sweden: sole ruler of the world's most democratic Twitter account. For seven days, he or she shares their
everyday life, private opinions and general reflections. The week after, someone else does the same — but
differently
- Results
•  +65,000 new followers from 120 countries/thousands of conversation
•  70 countries, cities and organizations followed the same approach
•  An estimated PR value of $20 million
•  http://vimeo.com/54298140

Curators of Sweden

Decode with Jay-Z

Decode with Jay-Z
- Country: US
- Brand: Microsoft/Bing
- Target audience: Young audience
- Goals: Brand awareness/raise visibility for Bing’s new service, Bing maps
- Challenge: Create an alternative to Google mapping service
- Concept: Droga5, placed pages from the book in locations relevant to the content.
Bits of Decoded appeared everywhere from “billboards to bus shelters, to swimming pools and pool tables;
from Gucci jackets to burger wrappers and bronze plaques to Cadillacs” i.e. unique traditional,
nontraditional and digital advertising placements in 15 cities around the world.
- Results
Both parties saw huge success in a short amount of time. As clues to finding the next page of the book were
released, Bing saw their traffic increase by millions of new users. By the end of the campaign, Bing reached
the top 10 of the most visited sites in the world.
•  +11 min on dedicated website
•  +11.7% visits on Bing.com
•  An estimated $1.1 billion worth of media impression
•  http://youtu.be/XNic4wf8AYg

McDonald’s behind the scene campaign
- Country: Canada
- Target audience: Moms/
people wary of the brand
- Goals: Engage in a long-term
relationship & reassure
- Challenge: recurring
questions about the quality in
food chains
- Concept: create a new
channel where people can ask
any question. Adopt a
transparent position.
- Results: More than 6,000
questions asked, over 2 million
interactions
Average time spent: 4 min
http://youtu.be/oSd0keSj2W8

McDonald’s behind the scene campaign

What Do We Learn from That?

General considerations
•  Consumers still want a clear brand promise!
•  What has changed is when—at what touch points—they are most open to engage, and how you can interact with
them at those points
•  The visualization of the journey will help you focus the conversation on where to spend money, where the
opportunities are, what sorts of people and processes you need to deliver on them, where you are weak and your
competitors are strong.
•  Purchase is no longer the end of the relationship. Now consumers often enter into an ongoing relationship with the
brand during which they enjoy, advocate for and bond with it. Treat the post-purchase process with the same level
of importance as the pre-purchase one.
•  The CDJ is ABSOLUTELY NOT limited to digital. Customers often move across channels during their journey.
•  The experience has to be consistent on every channel you’re using. Online/offline doesn’t exist anymore. You have
to think in terms of channels and how well they integrate with each other.
•  Instead of producing designs and deliverables to meet business requirements, user experience professionals will
collaborate with business to co-create solutions that successfully engage with customers. Think Apple!
What do we learn from that?

A few more things
•  Customers are talking about your products, perhaps on your site, or perhaps elsewhere. Find them, listen to what
they are saying. They’re expecting you to get involved in the conversation. Use what you learn to develop your
understanding of the Consumer Decision Journey.
•  And then engage, by answering questions, providing ideas, supplying links, and giving customers the content they
want (McDonald’s behind the scene on YouTube http://youtu.be/oSd0keSj2W8, MyStarbucksidea…)
•  Social media is not the endgame. It is a tool to talk and connect with customers.
•  Changes driven by adopting a CDJ perspective go deeper than online execution tactics or agency-managed
programs. They are at the heart of how a brand manifests itself in the eyes of its customers and how the company
will align its operations to deliver a brand new experience. Think BigData!
•  Track and measure: in this post-PC/3.0 era, success, for many enterprises, will depend on their ability to extend
their reach into these new territories, to track customers across all devices and domains and to make sense of the
data pulled from these disparate sources.
•  The faster data can be recombined, reconstituted and re-examined, the faster new connection points can
be added, new interfaces designed and new ecosystems exploited.
What do we learn from that?

“There will come a time when it isn't 'They're spying on me
through my phone' anymore. Eventually, it will be 'My phone is
spying on me'.”
― Philip K. Dick (1928 – 1982)
Successful integrated campaigns

Thank you
Questions?

Harnessing the Social and Empowered Consumers

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