chris combemale - 1 to 1 to millions communication
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1 to 1 to Millions Communication
Reinventing the DMA for 2013 and Beyond
Chris Combemale
Executive Director
What1. What we’re doing and why we’re doing it
2. What we learnt from our research
3. Where we’re heading
Why1. To bring you up to date with the DMA
strategy
2. To bring you up-to-date with progress on the content strategy
3. To bring you up to date on positioning the new code and guides at the heart of the new strategy
“There are several forces we believe are creating conditions for true breakthrough.”
To meet the needs of marketing clients
Why are we evolving?
• Technology gives people 24/7, real-time connections to everyone, and the power to transform public opinion on just about anything, including the direction of brands, companies and even countries.
• Trust in institutions is eroding so people want to know who is behind brands and companies; and if we’re interested in improving lives, versus just making money. Today’s heroes are "everyday people" whose actions inspire others to follow and whose stories generate the most interest and advocacy.
• People are participating. They’re involved in conversations about our brands and companies like never before. they’re creating content through conversations, and creative expressions of how they think and feel about topics.
To meet the needs of marketing clients
“P&G’s vision is to build our brands through lifelong, one-to-one relationships in real-time with every person in the world.
But achieving this vision requires some fundamental shifts in how we operate.
It requires shifting our mindset to think of who we serve as "people", not just "consumers" in order to make their whole lives better.“
Marc Pritchard,
Global Marketing and Brand Building Officer,
Procter & Gamble
Why are we evolving?
Conversations are changing in our community
Participants agreed that we create “work that works”:
targeted, personalised, responsive, measured
communications that are commercially robust and
effective.
There’s a warning not to throw out the baby with
the bath water – as we are a growing not dying industry.
We are grounded in a heritage we’re proud of.
With technology facilitating the shift of power to the
customer, participants emphasised that direct marketing’s
potential to communicate one-to-one is more important now
than ever.
It was therefore felt that we should build on the heritage,
credibility, thought-leadership, data and tools which have
always enabled us to create the customer’s experience …
just bring them into the digital era.
What differentiates us is our total obsession with ‘the customer’.
Participants made the point that in the analogue era,
we claimed to be able to communicate with every
individual but fell short of being able to do so.
They agreed that now, however, with the revolution in
digital, social and mobile technologies, we can deliver
on this promise.
Unexpectedly, it has also given us even greater power
to do so at speed and at scale: our business is now
multi-channel, real-time, always-on communications.
In a digital world, we are now in the ever more competitive business of “DM on speed”.
The majority of participants chose ‘one-to-one-to-millions communication’ as the proposition which they felt an industry body championing their interests should be founded on.
They agreed that if implemented successfully, one-to-one communication has the power to reach unlimited numbers of people.
‘One-to-one-to-millions communication’presents an exciting vision of what one-to-one marketing can achieve.
Reflecting the positive light in which the proposition was
perceived, other phrases used interchangeably with
‘one-to-one-to-millions communication’ were:
• ‘DM on speed’
• ‘DM turbocharged’
• ‘True one-to-one’
• ‘Ultimate one-to-one’
There were many similar articulations of the same proposition which supported its validity.
Participants articulated what the mission of the organisation
should be in different ways.
But at the heart of every articulation was the hope that
it would be a facilitator of change committed to helping
members to surprise and delight the customers they serve.
Be a ‘change facilitator’.
Participants agreed that the key benefits which they
value most but find lacking in industry organisations
available to them are:
• Thought leadership;
• Facilitation;
• Education;
• Experimentation; and
• Leading edge practice
Thought not just practice.
DMA
Government
Legislate and control
marketing services
Consumers
Respond to marketing
services
Industry
Provide marketing
services
Professionals
Use
marketing services
Suppliers –
analogue and digital
Agencies –
direct, digital, social, PR,
integrated and advertising,
media, brand activation
Partners
AA, ASA, Asbof, CAP, IPA,
IDM, ISBA, BIMA, CBI, IOD,
MMA, IAB
Every single
company/organisation
in the UK
Businesses –
medium and large
Charities and
not-for-profits
Media owners
Government
Ministry of Justice
Ofcom, Defra,
DCMS, ICO,MP’s
MEPs
The community proposition sits at the heart of the content strategy
Our community vision
Together we will create
a vibrant future for Britain by putting
1 to 1 to millions communication
at the heart of business, even society.
Our value proposition
We connect, enable and inspire
our members to
drive business growth through
1 to 1 to millions communication.
How do we deliver the value proposition?
1. We’ll lead the revolution to build great businesses on great customer experience
2. We’ll empower the creative industry to drive growth for the UK
3. We’ll drive constant innovation to future-proof our industry
4. We’ll connect our community of members with the fast-changing world around us
5. We’ll lobby for the best interests of the industry
6. We’ll promote best practice in 1-to-1-to-millions communication
7. We’ll attract and nurture the talent of the next generation of industry leaders
Our Values
GenuineWe are transparent and honest in all that we do.
In-touchWe are open, intelligent and never lose sight of the needs of customers, our industry and our members.
InspiringWe are vibrant, energetic and creative.
HelpfulWe work as a team, sharing goals and supporting all our stakeholders.
So, what is a content strategy?
Content strategy
Content
Structure
Format & Delivery
Resources & Workflow
Measurement
Monetisation
Multi-channel
Website
Mobile
Social
EventsSales
Collateral
Publications
Research
PR
Big aspirations and conceptual shifts
Members aspire to be a real community.
There is a shared aspiration amongst council members and members to create an open, connected community of experts, mentors, thought-provokers and change agents, standing on each other’s shoulders to move the 1:1:M industry forward.
A distinct culture.To understand the culture of the community they aspire to, we explored 6 cultural dimensions with the groups: behaviour, structure, knowledge, mindset, relationships and leadership.
Behaviour.
thought leadersoutspoken ambitious inquisitive lobbyists
compliantrisk averse dull toothless
reactiveslow time constrained
thought provokersone step ahead newsworthy forward-thinking robust debate visionary inspirational now change agents dynamic pushing boundaries generating ideas setting agenda proactive directional innovative pushing industry forward decisive
continuum of behaviour
Away from compliance, towards thought-provocation.
Structure.
continuum of structure
Away from siloes, towards connected communities.
siloed channel-promoters connected communitiesinclusive engaged serving feedback one organisation supportive collaborative consultative common agenda
protectionist
converging competitorsmedia siloes in a
world of convergence
Knowledge.
continuum of knowledge
Away from academia, towards mentorship.
geeky educativeknowledge sharing informative good speakers
mentorseducators mentors facilitators
academicacademic theory white papers
Mindset.
continuum of mindset
Away from ‘the elite’, towards pioneers.
expertsexperiencedno representation of youth all been in industry for long time
pioneersspecialist knowledgeable credible in depth insightful pragmatic experts know-how
elitistformal
Relationships.
continuum of relationships
Away from absent towards open.
absentquiet unseen who are they not much exposure
representative opensecretuncommunicative private members club closed doors ‘nda’ closed space
outward-facing open working groups accessible approachable open-minded
Leadership.Away from leadership, towards followership.
continuum of leadership
command-and-controlobstructive old-fashionedno action uncollaborativelooking after themselves protectionist
direct and delegate connect, enable and inspire
consult and action
long-winded groups communities conversations hangouts hubs circles champions
Served
Underserved
Execution
Creative
Management
Leadership
Mid-career
New blood
Council
Members
Companies
Individuals
Direct mail
Digital
Marketing communications
Customer experience
From trade-body to
community
From council members to
members
From leadership to followership From ‘heartland’ to new
audiences
In summary, four big shifts are needed.
There is a shared aspiration to move from a ‘tick-box’ trade body towards an open, connected community of experts, mentors, thought-provokers and change agents, standing on each other’s shoulders to move the 1:1:M industry forward.
There is a need to shift the perceived value from council members to ‘rank and file’ members.
There is a desire to move from a stuffy, old-world style of leadership to a member-driven followership.
There is a need to appeal to new audiences, especially digital, creative and new blood.
A strategy that re-interprets the DMA’s heritage for a participation culture.
It’s not an either/or strategy. It’s an AND strategy.
The Culture of ‘Labs’
Think. Make.Do.
Our strategy is DOING.
Celebration of Culture.
Collaboration.
One unified team.Having fun, experimentation and testing.
Making cool shit instead of making meetings.
Applied strategy.
Demystifying how it works rather than hoarding secrets.
Show the team what resources they have—accessible with just a few clicks—and suggestions on how and when they could use them.
We’re merely offering “plays” that have worked for us. We trust your judgment over ours to
decide which tools and techniques might work for you, too.
Play.
FestivalsA 21st Century laboratory, an eye-opening, always-changing, playful place to explore, full of creative, thought-provoking tools, programs and experiences that ignite curiosity.
1:1:MillionsExploratorium
A 21st Century laboratory, an eye-opening, always-changing, playful place to explore, full of creative, thought-provoking tools, programmes and experiences that ignite curiosity.
FestivalsA 21st Century laboratory, an eye-opening, always-changing, playful place to explore, full of creative, thought-provoking tools, programs and experiences that ignite curiosity.
The Exploratorium1:1:MillionsCo-labs
A collaborative environment that connects the leaders, entrepreneurs, innovators, craftsmen, illuminati and young blood in the 1:1:Millions community. A set of tools that spark ideas, encourage debate, foster relationships and promote knowledge exchange.
FestivalsA 21st Century laboratory, an eye-opening, always-changing, playful place to explore, full of creative, thought-provoking tools, programs and experiences that ignite curiosity.
The Exploratorium
A 21st Century laboratory, an eye-opening, always-changing, playful place to explore, full of creative, thought-provoking tools, programs and experiences that ignite curiosity.
1:1:MillionsFestivals
Vibrant celebrations that bring together the diverse thinkers of the community around a common point of passion. You belong here and you participate. You're here to create. Since nobody in the DMA is a spectator, you're here to build your own new world. You’re here to experience. You’re here to experiment. But you’ll take the world you built with you.
A 21st Century laboratory, an eye-opening, always-changing, playful place to explore, full of creative, thought-provoking tools, programs and experiences that ignite curiosity.
Limited edition celebrations of the most iconic people, businesses and work in the 1:1:Millions industry.
1:1:MillionsIcons
An intuitive, customisable feed that seamlessly brings you the content and conversations that are most relevant to you.
1:1:MillionsFlow
The homepage is dead. Feeds are the new homepage.
Social media aggregators and email have replaced destination sites and homepages. Everyone deep-links to content that surfaces in their feeds: LinkedIn, Flipboard, Facebook, Twitter. We have to work hard to ensure the DMA gets its content to people in this way.
Snacks on the go.Consumption of content happens on the go: train, taxi, walking. And so it needs to be in bite-sized snippets. Everyone loves the Linked In feed and the econsultancy ‘10 stats of the week’. It is the snack which may make them buy the meal (the longer report). We need to create the DMA version of ‘10 stats we love this week’.
Stats on demand.People need stats. The latest stats. In a meeting. On the go. Give them an app that delivers this.
Cases, Stories & Scenarios.Case studies, stories and scenarios should be at the centre of the DMA content strategy. They help describe and bring to life all the ways in which the world can be played with.
Playbooks and guidesOur content and knowledge should be ever-evolving, reflecting the multiple
possibilities of what could be done, not just the rules of what should be done.
‘Whiteboard Friday’, where someone films themselves explaining something in front
of a whiteboard, is a lovely informal way of distributing knowledge in a playful way.
A time for change. A new customer-centric code sitting at the heart of everything we do.
Rewriting our rules
Principles and Code
The Definitions
Principles:
• The aspirational behaviour we are asking members to agree to
Outcomes/behaviours
• Result or consequence this good behaviour would achieve for the industry, customers, and regulators. Outcomes should always be expressed in a positive way and from the customer perspective
Rules
• What members/the industry must adhere to in detail to achieve the principles. This detailed section contains all mandatory ‘must and must not’ statements & links to other relevant documents such as CAP code
Guides
• These are developed by councils and DMA staff
The DMC can use the Principles, Outcomes and Rules to adjudicate against the Code.
Putting the Customer First
Principle:
Value your customers, understand their needs and deliver relevant products and services
Outcomes:
Customers receive a positive and transparent experience throughout their association with
a company
Customers receive marketing information that is relevant to them and reflects their
preferences
Customers receive prompt, efficient and courteous service
Respecting Privacy
Principle:
Companies must respect customer attitudes to privacy
Outcomes:
Customers have a clear understanding of the value exchange when they are sharing
personal information
Companies are upfront and clear when collecting and using marketing consent
Companies should be sensitive and avoid marketing that is intrusive or excessive and should
not target vulnerable customers
Honesty and Fairness
Principle:
Companies are transparent, fair and honest
Outcomes:
Companies are clear, open and transparent about all costs and processes
Companies deliver what they promise
Companies must not mislead customers, whether through omission, exaggeration or
other means
Responsibility
Principle:
Companies should act responsibly at all times
Outcomes:
Customers should expect companies to have the resources and systems in place to
carry out the agreed contract
Companies should take responsibility for the entire customer experience, whether
provided by themselves or outsourced to a third party
Companies take responsibility for their commitments and fix things if they go wrong
Data
Principle:
Companies must treat customer personal data with the utmost care and respect
Outcomes:
Customer data is always held securely and safely
All customer data held by companies is accurate, up to date and not held longer than necessary
Customers always know who is collecting their data, why it is being collected and what it will be used for
Content Strategy
Experimentation
Guidance
PrinciplesDrives behaviour
Drives Standards
GUIDES
Drives participation
THE CODE
HOW TO
LABS