reconnect with our consumer (by thomas troch)
TRANSCRIPT
Reconnect with our customer
Senior Research Innovator 2011-current
InSites Consulting
Research Consultant 2010-2011
InSites Consulting
Master in Product Development 2005-2010
Artesis University College of Antwerp
@thomastroch
@thomastroch
7,827 consumers (age 15+)
across 19 countries,
representative for the online
population within country on
gender, age and e-commerce.
>2,000 facts and figures about social media in 19 countries
@thomastroch
Operational Excellence
Customer Intimacy
Product Leadership
3 types of strategic focus (Tracey & Wiersema)
@thomastroch
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
Customer Intimacy
Product Leadership
Provide customers with good, standard products
at low cost
Provide customers with high quality innovative
products
Provide customers with personalized products
that exceed expectations
@thomastroch
3 types of strategic focus (Tracey & Wiersema)
Operational Excellence
Customer Intimacy
Product Leadership
Provide customers with good, standard products
at low cost
Provide customers with high quality innovative
products
Provide customers with personalized products
that exceed expectations
@thomastroch
Identification of marketers with their target group
6%
7%
6%
15%
30%
24%
7%
4%
5%
8%
6%
19%
35%
17%
5%
4%
64% 73%
@thomastroch
We are different, yet we have a lot of confidence!
I know what consumers want
My own behavior helps me better understand consumers' behavior
My gut feeling helps me understand consumers' behavior
Because I spend a lot of time with consumers, I understand them better
72% 70%
69% 69%
68% 67%
66% 67%
@thomastroch
Awareness of social network
sites is very high. Facebook is
close to 100%, Twitter reaches
80% awareness and Google+ is
known by 70%.
More than 7 out of 10 internet
users are member of at least 1
social network. This implies that
more than 1.5 billion people use
social network sites.
The world is not waiting for the
next social network. In fact,
most people want to keep their
digital life as it is.
No need for something new and
no intention to quit.
On average, people only join 1 or 2
social networks.
The Twitter & Google+
paradoxes are living evidence for
this conclusion: both sites are very
well known, but their adoption is
still rather low.
@thomastroch
@thomastroch
Consumers are willing to join „unique‟ new social networks
Awareness of new social networks like Instagram and Pinterest is picking up.
25% know Instagram, 24% are aware of Pinterest.
Further, users show a very high intention to use both sites more in the future.
@thomastroch
Consulting and sharing experience in the purchase process
PRE POST DURING
53% of smartphone
users compare prices
during shopping via
their smartphone.
@thomastroch
@thomastroch
Everyone is a critic/reviewer and the outcome may leverage your brand…
@thomastroch
?
?
?
Perfect information
Consumer-generated
Trustworthy
Lightning fast
Fuelled by social media
Boost in adoption
of smart phones: 51% of internet users
have a smartphone,
most have a data
subscription on it.
@thomastroch
On average, people install
22 apps on their
smartphone, 9 of which are
used at least weekly. Social network apps are the
most popular ones.
@thomastroch
@thomastroch
? ?
empowered
Globally in touch
Hyperfast learning
Raising bar of expectations
Segmentation = difficult
8/10 consumers want
to help in co-creation
projects of companies
they like.
The only thing they ask in return: give us feedback on what you do with our input.
@thomastroch
@thomastroch
Market research communities
are highly appreciated by
consumers.
36% prefer to participate in a
branded research community.
These communities come second
after a Facebook community.
Consumers believe that their
feedback will have a high impact
in a research community. The
latter is their key motivation to
help brands.
The customer is open to co-creation, but
many companies are not. The challenge is to
integrate the vision of the customer in every
organization, all the way to the boardroom.
@thomastroch
@thomastroch
Consumers are probably the most effective consultants your company can hire.
@thomastroch
Higher purchase intention for products co-created by peers. (van Dijk, 2012)
cosmopolitan empowered
@thomastroch
? Sharing feedback
Walking in our shoes
Concrete business outcomes
smart co-creator
@thomastroch
cosmopolitan empowered
Rational overload
Emotional heuristics
Herd behaviour
Emotional sharing
@thomastroch
Branding – definition (American Marketing Association)
A name, term, design, symbol, or
any other feature that identifies
one seller's good or service as
distinct from those of other sellers.
@thomastroch
Understanding the concept of BRAND IDENTIFICATION
Bra
nd
id
enti
ty
My
iden
tity
@thomastroch
Brand
leverage
R²=.50
Brand
Conversations
Brand Perception
Brand
Identification
Purchase brand
Promote brand
Brand is
close to ideal
Global R&D project in 15 countries
Partnership with Houston
University
N=5.900
@thomastroch
Broadcasting the ad is just the
beginning, not the end!
Advertising is … the beginning of
a conversation.
@thomastroch
Marketing manager
will be happy
Conversation Manager
will be sad
@thomastroch
“It brings you
answers to questions
you didn‟t ask”
Hans Schmeits
VP Global Marketing pharmaceutical company
@thomastroch
Consumers are more positive than you might think.
More than half of their
comments about
brands are positive.
Fewer than 10% are
negative.
@thomastroch
50% post information about products, brands
and/or companies on social networks.
Co
nv
ersa
tio
n S
tart
ers Product experience
Promotions
Contests
News
Advertising: decreases
@thomastroch
55% of social network users
are connected to brands.
7.0 is the average
number of
brands
followed
actively
10.6 is the average
number of brands
followed
5.0 is the average
number of
brands
followers
interact with
Clear expectations from
consumers vis-à-vis brands: 1. Share product info
2. Do promotions
3. Give away free stuff
4. Bring news
5. Use us in co-creation projects
@thomastroch
@thomastroch
Str
uctu
ral
co
llab
ora
tio
n
Low
Reach
High
Lo
w
Hig
h
By combining these
two dimensions,
brands can
optimize
the conversation
potential of their
consumers.
Each of these quadrants
has value in a
conversation strategy.
@thomastroch
Str
uctu
ral
co
llab
ora
tio
n
Low
Reach
High
Lo
w
Hig
h
Consumer
consulting
board
Conversations
Broad, open
collaboration
Customer
experience
Content
RESEARCH
carefully screened group of consumers
gathered around a common interest
@thomastroch
RESEARCH
carefully screened group of consumers
gathered around a common interest
joining a closed online platform
longitudinal connection
managed by passionate moderators
@thomastroch
RESEARCH
carefully screened group of consumers
gathered around a common interest
joining a closed online platform
longitudinal connection
managed by passionate moderators
needs beliefs
perceptions
motivations
underlying emotions
aspirations
@thomastroch
@thomastroch
It is so frustrating not to be
noticed by the bartender! I’m
clearly trying to get his attention,
however others are being served
before me.
