Adapting to your Dynamic Customer Base
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Transcript of Adapting to your Dynamic Customer Base
Adapting to Your Dynamic Customer Base
Jeremiah OwyangIndustry Analyst & Partner
Susan EtlingerIndustry Analyst
April 17, 2012
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Justin KistnerDirector of Social Products
© 2012 Altimeter Group
The Dynamic Customer Journey
© 2012 Altimeter Group
The Dynamic Customer Journey
© 2012 Altimeter Group
Jeremiah OwyangIndustry AnalystSocial & Customer StrategyTwitter: @jowyang
Focus: Social business: internal readiness, marketing, integration, customer advocacy
Susan EtlingerIndustry AnalystAnalytics & MeasurementTwitter: @setlinger
Focus: Listening to, deriving insight from, measuring and acting upon social data
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Justin KistnerDirector of Social ProductsWebtrendsTwitter: @justinkistner
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© 2012 Altimeter Group© 2012 Altimeter Group
Life Used to Be Simple…
© 2012 Altimeter Group© 2012 Altimeter Group
Now It’s More Complex Than Ever
© 2012 Altimeter Group© 2012 Altimeter Group
We Are Surrounded by Media
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Dynamic Customers See the World Differently
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How Can a Company Adapt When Customers are Dynamic?
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Cross Domain Data In & Out
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© 2012 Altimeter Group
Media Shift
Multiple Screens
New Sources of
Data
Trends Shaping the
Dynamic Customer Journey
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© 2012 Altimeter Group
Media Shift: Paid, Owned and Earned Converge to create more dynamic messaging
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Paid Owned Earned
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Dynamic customers engage with many screens
Consumers in their 20s switch media
about 27 times per nonworking hour.
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New sources of data are influencing the dynamic customer journey
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Friends
Family
Co-workers
Experts
Smartphone Apps
Web
Social media
News
Brands
Media
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© 2012 Altimeter Group
Media ShiftMultiple Screens
New Sources of Data
Emerging Practices on the
Dynamic Customer Journey
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The Customer Hourglass looks at the entire experience19
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The Dynamic Customer Journey requires an integrated approach
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Fitting it all together…
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Esurance promotes partnership with Allstate in their latest commercial
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They blogged about the commercial and partnership23
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The commercial also directed people to their Facebook page, where they feature testimonials
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© 2012 Altimeter Group
Media ShiftMultiple Screens
New Sources of Data
Emerging Practices on the
Dynamic Customer Journey
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© 2012 Altimeter Group
Dynamic customers have a unique view26
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Target Mobile Shoppers… They’re Already There27
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More than 50% of adults are buying on smartphones today, more than
2/3 have the device in-store, still many aren’t
being served.
© 2012 Altimeter Group
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We’re Seeing These Shoppers Grow Rapidly
Source: Comscore, Q4 2011
Week Ending Dec. 25
Free Shipping Day (Dec. 16)
Green Monday (Dec. 12)
Cyber Monday (Nov. 28)
Thanksgiving Weekend (Nov. 26-27)
Black Friday (Nov. 25)
Thanksgiving Day (Nov. 24)
0 500 1000 1500 2000 2500 3000
U.S. Online Holiday Spend: 2011 vs. 2010
2011
2010
Millions ($)
2011 2010
35274
30591
Overall Holiday Spend (Nov.1-Dec. 26)
Mil
lio
ns
($)26% YOY increase
22% YOY increase
15% YOY increase
2011 saw gains on every major
shopping day over 2010.
© 2012 Altimeter Group
Tesco customers scan and purchase goods in virtual subway supermarkets
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Customers scan QR codes to purchase products for same day delivery while in the subway. More than 10K consumers visited
using their smartphones. New members rose by 76% after the first implementation and online sales increased by 130%.
© 2012 Altimeter Group
Media ShiftMultiple Screens
New Sources of Data
Emerging Practices on the
Dynamic Customer Journey
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© 2012 Altimeter Group
Trust in peers rises to level of experts
Source: Edelman Trust Barometer
According to the 2012 Edelman Global Trust Barometer, the credibility of “regular employees” grew 16% in 2011,
the largest growth in credibility since 2004.
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© 2012 Altimeter Group
Social media is changing the trust landscape
Source: Edelman Trust Barometer
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© 2012 Altimeter Group
TripAdvisor taps into online community for travel tips and advice…
Aggregating travel ratings, forum topics, pictures and suggestions from
users, TripAdvisor created enough value for their users that they spun off their own company from Expedia and
are now worth $4 billion.
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© 2012 Altimeter Group
… and makes their community available through multiple channels and devices
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TripAdvisor visitors view friend reviews through Facebook Instant Personalization
TripAdvisor launched Facebook’s Instant
Personalization feature in December 2010, offering
friend ratings, reviews, and travel history.
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© 2012 Altimeter Group
Levi’s uses the Like button so shoppers can share products on their Facebook wall
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Customers see an instant shopping cart based on previous friend’s “Likes” at Levis.com
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© 2012 Altimeter Group
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© 2012 Altimeter Group
TV.comVote for my submission, check out the other stories, and play the game.
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Image by StreetFly_JZ used with Attribution as directed by Creative Commons http://www.flickr.com/photos/streetfly_jz/2760882758
© 2012 Altimeter Group
Measuring for Success
© 2012 Altimeter Group
Measurement Framework: Strategy42
1. Strategy• What are
your business objectives?
• What insights do you need to meet them?
2. Metrics• How will you
measure success?
• Based on insights and results, what actions should you take--or not?
3. Organization• What resources
do you require for research and analysis?
• What training is required?
• What barriers must you address/adapt to?
4. Technology• Which tool
best supports your strategy, metrics and organization?
© 2012 Altimeter Group
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Companies now average an overwhelming number of corporate-owned accounts
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© 2012 Altimeter Group
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What’s the ROI?
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“There is no single ROI for social media.”
Richard Binhammer, Dell Inc.
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The Social Media Measurement Compass46
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Markets•Convergence and Integration
Technologies•Passive to Predictive
Organizations•Culture Shock!•Everyone’s an Analyst
A Look Into the Future47
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Get ready to make friends and bash silos!
© 2012 Altimeter Group© 2012 Altimeter Group
The Opportunity to Reach Customers is Greater Than Ever
© 2012 Altimeter Group
Social ads combine paid, owned and earned to create more relevant messaging
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Smartphones enable brands to reach consumers at the point of purchase
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© 2012 Altimeter Group
Targeting customers with new sources of data52
Target used both historical and real-time data to
radically improve ‘targeting,’ sending coupons and ads
before customers know they need offers.
© 2012 Altimeter Group
Facebook Ad Facebook App Website
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© 2012 Altimeter Group
Facebook Ad Facebook App WebsiteIframe tabs can’t see the campaign IDs in the referring link from an ad or a post. Webtrends adapted their tag to enable attribution.
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© 2012 Altimeter Group
Facebook Ad Facebook App WebsiteTo track the visitor through to another property, such as a website, you need a solution that supports cross-domain tracking.
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© 2012 Altimeter Group
THANK YOU
Disclaimer: Although the information and data used in this report have been produced and processed from sources believed to be reliable, no warranty expressed or implied is made regarding the completeness, accuracy, adequacy or use of the information. The authors and contributors of the information and data shall have no liability for errors or omissions contained herein or for interpretations thereof. Reference herein to any specific product or vendor by trade name, trademark or otherwise does not constitute or imply its endorsement, recommendation or favoring by the authors or contributors and shall not be used for advertising or product endorsement purposes. The opinions expressed herein are subject to change without notice.
Jeremiah [email protected]/blogTwitter: @jowyang
Susan [email protected]: @setlinger
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Justin [email protected]: @justinkistner
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© 2012 Altimeter Group
Webtrends can help.
Visit us www.Webtrends.com, email us at
[email protected] or call 877-932-8736
SOCIAL ROI IS ATTAINABLE
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© 2012 Altimeter Group
Altimeter Group is a research-based advisory firm that
helps companies and industries leverage disruption to
their advantage.
Visit us at www.AltimeterGroup.com or contact
ABOUT ALTIMETER
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