belonging presentation keynote

ENGAGEMENTDesigning a Belonging Experience

Seeing around the corner

1. Factors that are shaping how consumers interact with brands

2. Identifying the key factors that drive loyalty3. The three sides of engagement4. The new “Belonging Experience” model5. Belonging Experience leaders

Our Challenge

SkepticismConflicting NeedsTime PoorFearAutopilot

CollaborationSimplicityEmotiveEmpoweringIntrusive

> >

Bran

d Lo

yalty

Putting the trend puzzle together

Vigilant Network

Empowering Knowledge

Experiential Lifestyle

Belonging Doorways

Empowered Knowledge

•Growth of the internet as the source of knowledge

•It is about learning and sharing information

•Future currency will be knowledge based

•Need for consumers to connect

Putting the trend puzzle together

Belonging Doorways

•Need for growth key consumer need driver

•Evolve from functional to aspirational

•Change of family nucleus driving need to belong

•Need to learn from others

Putting the trend puzzle together

Experiential Lifestyle

•Need for status

•Experiential marketing growing beyond the store

•Strong need to have new experiences and experimentation

•Want to be in control of the experience

Putting the trend puzzle together

Vigilant Network

•Heightened awareness of social and environmental issues

•Crowd clout

•Internet a forum for whistle blowing

•The “free” culture

Putting the trend puzzle together

Proprietary Product, Service or Process

Engaging Community

Unique Experience

Distinctive Persona

Evolving the Competitive Ladder

Belonging Experiences = Engagement Community

Process

Message

Structure

IdealEngaging

Experience

Customer Knowledge Needs

Informatio

n Sharing

Rela

tions

hip

Build

ing

Supp

ort

Three Sides of Engagement

Customer needs and motivations

Customer attitudes and behaviors

Employee needs and motivations

Employee attitudes and behaviors

Brand purpose and identity

Brand image and reputation

Customerexperience

Customerproposition

Employeeexperience

Employeeproposition

Integrated Engagement

© LEVEL5 Strategic Brand Advisors 2009 Confidential – Do Not Copy

Belonging ACT Model

5

Aware

Attract

Communicate

Connect

Transact

Trust

Advise

Create

Translate

Advocate

Collaborate

Transform

Ritual High Brand Loyalty

Low Brand Loyalty

Driving short-and long-term value

The A.C.T. model allows companies to:

•Retain the best customers

•Build stronger brand equity

•Create brand momentum

A.C.T. allows companies to fully leverage their brand equity in meaningful and new ways.

Belonging ACT Model

© LEVEL5 Strategic Brand Advisors 2009 Confidential – Do Not Copy

Communicate/Connect• Start the relationship/one-

on-one• Provide personal advise• Demonstrate benefits• Impact knowledge

expertise

Attract/Aware• Communicate point

of difference• Start the

engagement• Capture attention• Communicate

offering

Transact/Trust• Fast/Expedient Job

solution• Simplify offering/life• Ongoing

knowledge/product empowerment

• Advocate/friends are your sales people

Belonging ACT Model

Investment > Knowledge Enabler

1928

2029

21

Empowerment > Apple

22

23

24

Coffee > Need for Recognition

Clean > Genuine

Engagement Steps

Engagement Evaluation1 • Initiate an engagement audit:• SWOT Review• Industry Trends• Benchmarks• Consumer and Staff Research

• Use the R.A.C.E. filter• Repurpose/Reduce• Align/Add• Consolidate/Communicate• Eliminate

Recommendations

Reduce/Redistribute

Align

Consolidate/Communicate

Eliminate

Ideal Engaging Experience

1 Engagement Evaluation

Repurpose/Redistribute Align/Add Consolidate/Communicate Eliminate

Process

Message

Structure

1 Engagement Evaluation

2 A.C.T. Modeling• Map-out using the A.C.T. model each

consumer touch point and how it can evolve to create strong engagement

• What are the steps taken by consumers and what are their sequential values? How do they differ pending consumer target group profiles?

• What are the hidden need states that are not being met by the current consumer experience and how can these be leveraged?

• How can the environment help build a total consumer experience that is meaningful?

• How to leverage a shift of power between the customer and organization?

2 A.C.T. Modeling• Prioritize the R.A.C.E. learning and

incorporate into the A.C.T. model

• Take into consideration how the process, messaging and structure will influence the consumer experience

• Explore how external and internal factors will impact the experience

Aware/Attract Communicate/Connect Transact/Trust

Process

Message

Structure

2 A.C.T. Modeling

3 A.C.T. Scenario• Design different consumer engagement

experiences, building on the key questions

• Identify how the front-line staff, processes and structures integrate within the engagement experience

• Determine the content and role communication elements will ensure a strong engagement with customers and staff

EngagingEmpoweringEvolvingViralIntegrated

Belonging Experience Criteria

Thank YouGet Engagedwww.belongingexperiences.com