reach your dynamic customer through converged media

8/9/2019 Reach your Dynamic Customer through Converged Media

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April 9, 2013

Reach your Dynamic Customerthrough Converged Media

@jowyang

Jeremiah !yang"ndustry Analyst

Altimeter #roup


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$ 2013 Altimeter #roup

%ith so many choices, consumers are

empo!ered to ta&e the most e''icient (ourney)

Dynamic Customer Journey2


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5 factors

5 FACTORS

3 factors

3 FACTORS

5 fact

ors

5 FACTORS

advocacya!areness consideration intent purchase support loyalty5X3X5=75

75 X7=525

3


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Dynamic Customer Journey*+o! can inflexible organi ations

synchroni e !ith the changing customer-.


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"mage /y Mar& #ar/o!s&i used !ith Attri/ution as directed /y Creative Commons http toomuchglass)net 2010 12 02 la la la la

%e re 4uning ut the 5oise


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5 factors

5 FACTORS

3 factors

3 FACTORS

5 fact

ors

5 FACTORS

advocacya!areness consideration intent purchase support loyalty5X3X5=75

75 X7=525

6


7/44$ 2013 Altimeter #roup

"nvestment in 7arned and !ned increases in 20128

ource ociety o' Digital Agencies : oDA; via eMar&eter, 2012



A closer loo& into each media type

ource ociety o' Digital Agencies : oDA; via eMar&eter, 2012

randed ?ace/oo& or 4!itter page

>rand curated content

>randed ?ace/oo& apps

0arne!/

?an user generated content posted related to /randMay /e on /rand s page or else!here



%hat does this loo& li&e on Faceboo1 -1

!ned

=aid

7arned



%hat does this loo& li&e on T itter -16

!ned

=aid

7arned


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Converged Media 7Eample 0arne! #ai!18

>a aarvoice deploys paid advertisements!ith user ratings and revie!s) Microso't

advertises !ith transparencyF shoppers clic&on the ads to learn more 'rom their peers)

=aid7arned


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1rands Deploy Converged Media


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4he riginal Runner Co) turned to 4!itter 'ollo!ers tolaunch a ne! aisle runner color

4he riginal Runner Co, ma&ers o''a/ric aisle runners, e)g) 'or !eddings,

as&ed its 2000 4!itter 'ollo!ers 'or

'eed/ac& /e'ore launching a ne!runner color) 4en percent o' 'ollo!ersengaged, and supported the

development o' a hot pin& runner) 4hecompany has employees)

7 a r n e d ! n e d


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harpie lets its 'ans do the copy!riting, promotest!eets as ads

4argeting teens interested in creativity and sel'eEpression, harpie used =romoted 4!eets) 4hrough

=romoted Accounts, they attracted an artistic'ollo!ing 'rom !hose t!eets !ere made more

=romoted 4!eets) 4he campaign helped harpieincrease its 'ollo!ing /y 6E at 1000 'ollo!ers per day)

7 a r n e d = a i d

=


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onterey!s "onvention # $isitor!s %ureau,&ee onterey, levera'es paid tweets to driveen'a'ement and content


= a i d 7 a r n e d

! n e d

43reach

4o reach ne! potential visitors, the MCG> invests in paid t!eets and travel agency partnership topromote 'ans to share their 'avorite Monterey eEperiences) Reaching more than 1)3M 'ollo!ers, the

contest generated H1& entries, 2& ne! 'ollo!ers !ith a 99)6I retention rate) eeMontereyrepurposed content 'rom the campaign on their /log and other o!ned properties)

=a


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niKlo partners !ith an unli&ely online Lin'luencer topromote 'lagship store opening in ?

22

niKlo creates *@uc&y Cu/e !ith Maru,. a shara/le,interactive game !here users choose a /oE to !in a pri e)

niKlo hopes to drive tra''ic and /u F 4he pri e can /epic&ed up locally or shipped) Maru the cat has received

more than 18 million vie!s and !as inducted intoou4u/e Japan s +all o' ?ame)

a i d ! n e d

7 a r n e d

!


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(ow a small ilwau)ee %ur'er *ointdraws a crowd +Part I

@ocal Mil!au&ee >urger Joint, AJ>om/ers noticed itsgro!ing 4!itter 'ollo!ing !as using ?oursKuare more andmore, so they decided to set up the elusive * !arm. /adge'or the shop, earned 'rom a gathering o' 0N ?oursKuareusers)

AJ >om/ers cross promoted the event as a 'undraiser 'ora Mil!au&ee >eer O >rat!urst part at P % :'or !hich

AJ >om/ers !as a sponsor;, across 4!itter, ?ace/oo&,4!tvite) ?oursKuare itsel' even t!eeted the event)

! n e d 7 a r n e

= a i d 7 a r n e d

!


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And -swarm! they do. A/ %ombers drawsmass foot tra0c, en'a'ement +Part II

100 pre sign upsF 161 chec& insgenerated /y the event in one day

+undreds o' t!eets generated /y the

event, mar&ed increase in !ord o'mouth

6 users signed up 'or ?oursKuare 'orthe 'irst time (ust to get the /adge

>iggest ?oursKuare chec& in event inthe mid !est hitherto, 'irst * !arm.

=ic&ed up /y multiple media outlets

4oo& only 1 !ee& to organi e the event

! n e d 7 a r n e

= a i d 7 a r n e d

=


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626 can go &iral too Qualcomm s napdragon s>ug Circus #enerator cra!ls across the internet

sing tiny creatures to promote a tinyproduct, : napdragon s C= is called

L corpion ;, the campaign !as right on/rand and managed to /ite users

!ith the viral video /ug attracting morethan 600& vie!s in the 'irst 'e! daysS

no! 1)2M)

= a i d 7 a r n e d


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$ 2013 Altimeter #roup$ 2013 Altimeter #roup

Converged Media uccess Criteria


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Altimeter identi'ies 11 criteria to success'ul convergedmedia deployment

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"ntel s iQ ocial =u/lishing an industry 'irst 'or integratedmedia curation

2i aarvoice;

Tap into social graph /y allo!ing thoseinvolved to share !ith their net!or&s

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Restructuring38

Messaging must evolve and change in real time to meet the nee!s an!changes of the mar1et

@everage emerging tools 'or c'stomer collaboration

taying on message vs) ta&ing ne! positioning-

"nvolve customers in the processF /e innovative

3


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Conduct in real time to allo! 'orrapid iteration

Communicate progress tocompany via simple reporting

Daily !rap ups, trend diagrams,real time tic&ers

3ut remem/er, !or&'lo!s are uniKue to the organi ationB0

B1


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B1

%e as&ed /rands, agencies and vendors to rate the maturity o' the Converged Media space )


Respon!ent:ro'p

A&erage< 5>

A99 4?5

>rands 2)1

reach your dynamic customer through converged media

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