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

Email

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