Paolo Privitera - DigitalWeek 2011 - Marketing Innovation 2011 - Doochoo Pick1

Marketing Innovation 2011
Research, User Engagement
and a Use Case: Pick1 by Doochoo

Paolo Privitera
Co-founder and CEO, Doochoo
Head of Innovation and Emerging Media, H-art (WPP)

CES 2011
"The 2011 International CES was a
phenomenal worldwide event that
spanned global industries including
technology, automotive and
entertainment markets"

"This global technology
gathering featured more
innovation, more news, more
social media buzz and more
international attendance than
any other show in CES history".
Gary Shapiro, president and CEO, CEA.

© H-art 2011 | All Rights Reserved | H-art is a WPP Company

The numbers

2.700 250
The technology companies that showed up The number of 2011 International CES
in Las Vegas to show off their new toys conference program sessions

140.000 900
The amount of industry professionals that The amount of speakers at these sessions
turned up to play with them

22 158,000
The count of the "top CEOs participating in The count of CES-related tweets since
keynotes" Monday 3 January


CES Trends

- TV revolution
- Innovative marketing
- Touchless
- Connected cars
- Gadgets: wearable HW, Android
embedding


TV - Apps


TV - Video Skype


TV - Social TV


TV - Ultimate Video


Innovative Marketing

4 fun & 4 business!


Touchless - Immersive motion


Touchless - Kinect-like


Connected Cars


Gadgets


CES is not just about gadgets

...but why should the heads of the largest advertising and marketing companies
and the most powerful marketers on earth feel the need to attend CES?

20.000 new products
are shrieking for attention simultaneously

There is no distinction anymore between
entertainment, media and advertising the line
between those who make and market
technology is disappearing.
Marketeers have become pivotal players in
Silicon Valley.


Catching up with changes

Identifying, Understanding, Activating, Responding
to changes in consumer behaviour and rhythm of the culture in which we do
business.

• 2B consumers online
• 100M new twitter accounts last year
• 8M Kinect in 1st mo
• 2011 mobile adv will top $1B
• 2014 50% of TV will be Internet connected

changes > responding

Innovation by Coca Cola?

Where we need to be, as strategic imperative to the
company, critical need for us to stay relevant to young
consumers, relative to how we should be engaging with
people going forward:

1. We need to get into this environment
2. Mind expansion
3. Find out what’s out there

changes > responding > mind expansion

The whole world where we are
just pushing messages out, is over.

The whole paradigm is shifting:
from creating ads to managing communities

The key:
1. How you engage
2. Get sticky
3. Stay relevant to consumers

changes > responding > mind expansion > from messages to communities

Innovation by WPP

AS IS
1. Strategic thinking
2. Creative executing
3. Distribution

TO BE (ON TOP)
4. Application of technology
5. Consumer insight or market
research
... > responding > mind expansion > from messages to communities > consumer insight + tech

Real time

Sweet spot is

when you have that many people engaging with your brand willing to give
feedback, how to laser in on that consumer that is on the lunatic fringe of using
your product and before you know it the product has been innovated again and
you need to get to the consumer quickly?

getting to consumers in real-time!

... > mind expansion > from messages to communities > consumer insight + tech > real-time

Content
Content can come from different sources:
• consumers
• third parties
• independents
and agencies are not anymore the only sources
for that content.

We need powerful brand story
and has to make sense to people.

... > from messages to communities > consumer insight + tech > real-time > content

More content

Challenge for marketeers is:
how do you access it (content), source it, develop it, organize it, and have and
build the right system to ﬂex it out in a contextually relevant way (meaningful to
the consumer) all of that would lead to drive purchase of your brand.

... > consumer insight + tech > real-time > content > manage content >

The elephant
in the room

“What was once considered
intimate, is now shared among
millions with a keystroke”
Mark Zuckerberg

The sense of who we are, what we
know, what we share, what we don’t
share, is changed.

... > consumer insight + tech > real-time > content > manage content > changed

Technology & Marketing

Change

Relationship between marketing and
technology should be:

1. Cooperative TECHNOLOGY
MAGIC! MARKETING

2. Innovative
3. Simple

Change

... > work together with marketing

Make the magic happen
To get to higher level of consumer engagement,
this should happen:

1. Global + local
2. Inspiration marketing + operational marketing
3. Timeless + relevant
4. Marketing + technology

... > need of technology > work together with marketing > new ingredients > magic!

PICK1
by

© Doochoo 2011 | All Rights Reserved | Doochoo is a California based corporation

UN BREVE INCIPIT

Il modello del marketing tradizionale è in crisi: quest’anno per la prima
volta negli US, l’online marketing spending ha superato l’advertising
sui giornali, attestandosi a $62B worldwide (fonte eMarketer.com).

Parallelamente, ad oggi quasi ⅓ della popolazione europea è attiva
nella social cloud (Facebook e Twitter soprattutto)... e tra le altre cose
esprime pareri su prodotti, servizi, eventi… in community con i propri
amici.

Eppure i grandi brand (prima) ed i local businesses (dopo) non hanno
ancora trovato una soluzione efﬁcace per massimizzare questa risorsa
che –già oggi, anche in Italia- è uno dei più potenti driver in assoluto.


WHAT IS PICK1?
Pick1 is a tool for
(1) Opinions Acquisition and Market Research
(2) User Engagement and Branding
(3) Retargeting and Selling
Polls integrated with social networks.
Pick1 is a platform to ask opinions through questions and answers. It builds over time a database of
data pre-ordered in tables that can be used for semantic analysis, associated with the demographic
information contained in online social networks. It is a project of Doochoo, startup founded in
January 2010. The breakthrough came in recent months. In March, debuting with an initiative for a
multinational.
Pick1 convinced the companies by offering the engagement of the users.
Four different forms of reward for those who answer the polls: a cash micro-payment (5 €/$ to 20
cents, paid through Paypal), discount and coupons for purchases, premium content or premium
features. Those who answer and share the polls, then, gets additional remuneration if their friends
respond."

POSSIBLE SCENARIOS

1 2 3
Opinions Acquisition User Engagement Retargeting

Market Research Market Research + Sell Sell
(Branding)


COS’E’ PICK1? (Italian version)

(1) offre una piattaforma per fare i sondaggi su social networks
(2) offre un strumento di pubblicità indiretta e bidirezionale
(3) offre uno strumento valutativo del business
(che può creare anche visibilità anche sui social)
Applicazione di Pick1
Il concept di Pick1 consiste nel prendere il vecchio e
obsoleto sondaggio, trasformandolo in uno strumento sociale
di ingaggio many-to-many (tra utenti) e one-to-many (dal
brand agli utenti prospect e attuali).

Il tool si posiziona come strumento di marketing virale, ma
con alla base un valore di market research sui dati raccolti
grazie all’attività degli utenti.

COS’E’ PICK1? (Italian version)
una innovativa piattaforma per raccogliere,
aggregare e condividere opinioni online.
• Market research come strumento di marketing conversazionale, e viceversa… l’unione
perfetta con cui brands e local businesses possono ingaggiare efﬁcacemente i loro
prospect;

• A differenza delle ricerche di mercato tradizionali, PICK1 offre informazioni
accuratamente validate e con un alto grado di scalabilità, il tutto in un contesto real-time
e super-local;

• A differenza dell’advertising tradizionale (online e ofﬂine), attraverso PICK1 i prospects
interagiscono con i brands ed i local businesses solo in base a demographics ed interessi;

• Gli utenti ricevono un reward (economico o in sconti/coupon) che moltiplica la
conversion da prospect a customer ben oltre gli indici di riferimento. Il tutto in un contesto
totalmente social e con logiche di viralità spinta.

PICK1 FOR DUMMIES (Italian version)
Il concetto chiave è: ingaggio l'utente > dandogli qualcosa
(reward) > in cambio di qualcosa (opinion).
Cosa ottiene il brand che usa PICK1 come tool di ingaggio?
ogni utente che vota/commenta crea attività automatica sulla Fan Page di FB (CRM value automatico)
ogni utente che vota/commenta brandizza il suo wall con il logo dell'iniziativa (viral value automatico)
la piattaforma aggrega i voti raccolti non solo su FB ma anche da widget/SMS (es: campagne stampa)
i voti/commenti raccolti sono dinamicamente segmentati in base ai demographics degli users (market research
value)
l'unicità del voto è garantita dal proﬁlo FB + eventuale autenticazione via SMS (the vote uniqueness)
ogni voto/commento contiene l'informazione anche di dove è stato espresso (geolocalizzazione del target)
il brand raccoglie le stesse info anche delle polls create dagli users in risposta (trasversalità dell'azione)
il brand può ricontattare per successive offerte/proposte chi ha votato l'iniziativa (persistenza dell'azione)
il brand aumenta l'efﬁcacia dell'iniziativa incentivando l'azione con dei regali/sconti (rewarding system)
offrendo sconti e promozioni speciali a fronte dell'azione il brand aumenta le vendite (conversion value)

ALCUNI PROOF OF CONCEPTS (Italian version)

99% di accuratezza dimostrata nel predire un'elezione politica ufﬁciale
ﬁno a 120 amici coinvolti da ogni utente se ha un ritorno di qualche
tipo
5x likes raccolti (ergo brand awareness plus extra virality) che non
appoggiandosi esclusivamente a Facebook
Aumento SEO: “www.pick1.com/anyname” viene catapultato nei primi
10 risultati di Google


USE CASE: FIAT (Italian version)
Dinamica di Funzionamento
Quello che segue è un’ipotesi presentata a scopo puramente esemplificativo
• Il questionario viene presentato sotto forma di “social game”, appoggiato sulla FanPage di
Facebook ma attraverso PICK1 può essere creata una splash page apposita, o un widget da localizzare
nei siti corporate di FIAT500, sul canale twitter o ancora –attraverso l’integrazione con SMS e
1ring.com- i commercial TV istituzionali. Tutti queste modalità funzionano da collettori verso lo stesso
oggetto.

• Virtualmente si potrebbe chiedere agli utenti di fare uno squillo dal proprio cellulare (senza
nemmeno spendere lo scatto della chiamata) esattamente nel momento in cui il commercial TV viene
trasmesso, per dare il proprio voto e guadagnare di contro un reward che può essere lo sconto
sull’acquisto di una 500, oppure l’invito ad un evento speciale o semplice merchandising.

• Collegando il profilo Facebook per reclamare il reward, oppure votando direttamente dalla Fan Page
di FIAT500, lo stesso utente diventa un driver di viralità perché ‘brandizza’ il suo profilo con il logo
dell’iniziativa legato all’azione appena compiuta (un voto, un commento, un reward, etc).

• Le persone che vedono l’azione compiuta dal loro amico ed affini ai valori trasmessi da FIAT500
cliccano a loro volta, e così via. Quindi il meccanismo è allo stesso tempo un modo per conoscere
meglio i 150k contatti della FanPage ingaggiandoli direttamente, ed un modo per capitalizzare a) i Fan
stessi incentivati l’acquisto, b) il loro network di amici che diventa network di FIAT500.

PICK1 PARADIGMA EXPLAINED!
Actors
(1) Brands
(2) Users
Marketing technology and key terminology
- consumer engagement
- retargeting (stay in front of your audience
after they leave your website, and sell!)
The Doochoo flow
(1) Brand ask Users (engagement)
(2) Users answer to Brand (opinions!) + go to 5) and 6)
(3) Brand rewards User (reward)
(4) User buys from the Brand (sale!!!): the User WIN! & the Brand WIN!
(5) User shares the action (opionion + reward) in the social networks (viral marketing)
(6) Brand profiles the User [for future marketing, targeting, upselling] (profilation)


PICK1 FLOW

!


WHO IS GETTING WHAT?

!


NEW COMMUNICATION CHANNEL
Pick1 “magic pipe”

? (ASK) !

! (ANSWER)
$ (REWARD)
$ (BUY)

NEW COMMUNICATION CHANNEL

1 [?] ASK
2 [!] ANSWER
3 [$] REWARD
1
4 [$] BUY
5 [:)] HAPPY
6 [∞] LOOP! THE GAME RESTART
7 [+$] EXTRA REWARD !

HOW and WHERE (all this happen) ?
Pick1 works with cross-media multiple touchpoints
Web Site: brand website or blog

using NFC (Near Field Communication) and Bluetooth
QR codes
1
Social Media: on the brand fan page on FaceBook / LinkedIn / Twitter
OOH / DOOH billboards and panels (Out Of Home / Digital Out Of Home)

Phones (cell or landline): free phone rings, via 1Ring.com - Doochoo partner
Online Advertising
Videos and Video Ads (embedded or hyperlinked)
Email Marketing (newsletters or in email signatures)
Webinars and Teleclasses
Customer Service
Press Releases
Invoices

HOW TO REACH YOUR AUDIENCE ?
What is a Touchpoint?
Touchpoint is any instance when a client or potential
client comes into contact with your company.
Touchpoints are used prominently with ofﬂine businesses,
particularly in the retail industry, on receipts, bags, signage,
customer service counters, etc. The goal is to help customers
recognize and remember the brand.
But touchpoints can also be a valuable way for online
businesses to build brand loyalty and trust.

Any marketing communication, across all channels,
1
that ultimately leads to the desired customer action.


Customer Engagement

context. CE aims at long-term engagement, encouraging customer
advocacy through word-of-mouth.
1
Customer Engagement (CE) is the descriptor for new marketing strategies that engage
customers on their own terms. CE refers to the engagement of customers with one another, with
a company or a brand. The initiative for engagement can be either consumer- or company-led
and the medium of engagement can be on or ofﬂine.

Customer engagement marketing places conversions into a longer term, more strategic
loyalty and

Due to the fragmentation and specialisation of media and audiences, as well as the proliferation
of community- and user generated content, businesses are increasingly losing the power to
dictate the communications agenda. Simultaneously, lower switching costs, the geographical
widening of the market and the vast choice of content, services and products available online
have weakened customer loyalty.

So today, leveraging customer contributions (aka opinions) is an
important source of competitive advantage – whether through advertising, user generated
product reviews, customer service FAQs, forums where consumers can socialise with one
another or contribute to product development.

Customer Engagement Cycle
1. Awareness
2. Consideration
3. Inquiry
4. Purchase
5. Retention
1

Customer Engagement Types

customers increases the rate of customer retention.
Word of Mouth advertising - advocacy: Highly engaged customers are more likely to engage
1
Engagement is a holistic characterisation of a consumer's behaviour, encompassing a host of sub-aspects
of behaviour such as loyalty, satisfaction, involvement, Word of Mouth advertising, complaining and more.

Satisfaction: Satisfaction is simply the foundation, and the minimum requirement, for a continuing
relationship with customers. Engagement extends beyond mere satisfaction.
Loyalty - Retention: Highly engaged consumers are more loyal. Increasing the engagement of target

in free (for the company), credible (for their audience) Word of Mouth advertising. This can drive new
customer acquisition and can have viral effects.
Awareness - Effectiveness of communications: When customers are exposed to communication
from a company that they are highly engaged with, they tend to actively elaborate on its central idea. This
brings about high degrees of central processing and recall.
Filtering: Consumers ﬁlter, categorise and rate the market from head to tail, creating multiple,
overlapping folksonomies through tagging, reviewing, rating and recommending.
Complaint-behaviour: Highly engaged customers are less likely to complain to other current or
potential customers, but will address the company directly instead.
Marketing intelligence: Highly engaged customers can give valuable recommendations for
improving quality of offering.

WIN-WIN PROPOSITIONS
WIN-WIN propositions for Brands
1. better communication → new communication channel
between brands and users

2. innovative marketing and branding → getting to
people in innovative ways, engagement of the users

3. real-time market research → people are highly engaged,
offering their opinions and being rewarded, double engagement
1
4. more selling opportunities: quick conversions and sales
→ people will be more bound to buy from the brand with discounts and
special offers

WIN-WIN PROPOSITIONS
WIN-WIN propositions for Users
1. get satisfaction → speak to brands in innovative ways, and feel
actively engaged

2. make

3. be
1
money! → people are rewarded for their opinions

inﬂuential → share with the community (double reward) →
because the community doesn’t know it yet
+
content is an excuse and opportunity to create context and
to create relationships and strengthen ties


IT’S THE CONTEXT, STUPID!

from now. The scarce resource will not be stuff, but point of view.

Content is an excuse and opportunity to create context
and to create relationships and strengthen ties
2
“It's the content, stupid.” This catchy apothegm, now the mantra of an infant new
media industry, is chanted by entrepreneurs, uttered sagely over Chardonnay in
Malibu, and discussed intently by strategists in the boardrooms of media mega-
conglomerates. (...) It is not content but context that will matter most a decade or so

“The importance of the content and vastly underestimate the desire of users/people
to communicate with each other and share is over-estimate. (…)

One way to think about this evolution is that as we empower the user through better
computers and better networks, we are going from content to context … It is
becoming less and less about content and more and more about context…”
- Joichi Ito

CREATE! SHARE! SELL!
Pick1 Rewarding for dummies
1. go to www.pick1.com ***
2
2. Create your poll (a question, type some possible answers or leave it empty)

3. Attach your reward (upload a pdf or jpg ﬁle with the explanation of the gift)

4. Share it! (invite a private list of friends or share it publicly on the social
networks)

5. Start receiving votes (go on your Pick1 dashboard and stare at it!)

6. and start making money! (engaged users will buy at your business redeeming
the coupon they received from you)

*** Pick1.com is just one of the possible “clients” / application / interface to
interact with the Doochoo user engagement platform. Doochoo and Pick1
features can be used via API, widgets or speciﬁc niche or whitelabel applications.

CREATE! SHARE! SELL!
Pick1 Rewarding for dummies
Attach a reward coupon to your poll to engage friends and
people! When they vote, they will receive your reward as a
token of appreciation.

You can create and attach a reward coupon, such a
discount or free gift, to be used as a printable pdf or digital
coupon code. It can be redeemed by the user at your
business, retail store, or website, or at your convenience.
It's the perfect engagement tool to attract more visitor to
your business or website, or just simply to engage users to
vote your poll. It's the latest frontier of marketing, and it's a
win win for both the voter and poller. The user will receive
2
the reward after the vote has been casted.

Happy engagement!

Would you use Pick1 for your Business?
ANSWER HERE
Paolo Privitera
Co-founder and CEO, Doochoo
Head of Innovation and Emerging Media, H-art (WPP)

Contact me pppaolo@gmail.com
Link me linkedin.com/in/paoloprivitera
http://www.pick1.com/poll/478 Add me facebook.com/pppaolo
Follow me twitter.com/pppaolo

:) Thank you

Paolo Privitera - DigitalWeek 2011 - Marketing Innovation 2011 - Doochoo Pick1

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