Digital Engagement

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Thom Kennon

Short preview into our model for driving digital engagement into sales for packaged goods brands

Digital Engagement Driving Sales May 2008

Listening, understanding & optimizing Search [intentions] Social [expressions] INSIGHTS ANALYSIS OPTIMIZATION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Customer Intelligence Marketing Applications Insights Development Advantage | Dannon We start with the voice of the customer… It ignites the insights that drive & inform all search & digital optimization activities

Targeting consumer consideration Listening leads to insights … insights drive channel & communications strategies … leading to measurement & ongoing program optimization Engagement Registration Opt-in Activation Response Advocacy ,[object Object],[object Object],[object Object],[object Object],Targeted Language Engagement Behaviors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ scotch home tastings” “ striding man chapters” “ johnnie walker tastings” “ types of scotch” “ whiskey drinks” “ scotch recipes” “ books on scotch” “ johnnie walker scotch” “ scotch meetups” Advantage | Dannon Identification Consideration Acquisition

Measuring engagement’s affect on increasing both customer loyalty and incremental sales ,[object Object],Advantage | Dannon

The Ultimate KPIs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Advantage | Dannon CEPs Net GRPs

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Digital Engagement

1. Digital Engagement Driving Sales May 2008