Professional Documents
Culture Documents
Now:
Digital interactions enables-shifting between an array of options
Key determinant : Brand Engagement and Peer Advocacy
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FINAL
CHOICE
FINAL
CHOICE
BUY
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BOND
ADVOCATE
Evaluate
BUY
Enjoy
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Enjoy
Advocate
Bond
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BUY
CDJ contd.
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CDJcontd.
Case : McKinseys client global consumer electronic
company- used CDJ as a pilot exercise in a Single Market
to launch a new TV model
Three focus areas: What Consumers do ?
What Consumers see ?
What Consumers say ? Implications for Communication
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CDJcontd.
Findings :
More than Working Media spend (Paid Media) , focus required on Owned Media (
company channels & websites) and Earned Media [customer created channelsblogs, opinion forums, tweets; communities of brand enthusiasts
( Harley
Davidson)]
Takeaway: need for right people and technology for creating and managing content
e.g. (i) Apple :
has eliminated jargon; aligned product descriptions
created a rich library of explanatory communication sensitive videos for consumer
engagement
Instituted an off-line Genius Bar to enable customers address their issues
All aimed to get consistency, accuracy and integration across touch points
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CDJcontd.
e.g. (ii) Nike :
Nike moved from Just Do It to actually helping consumers act on the
motto with Nike gear
-> records and transmits workout data; global fund raising races;
customised online training programmes
McDonalds provides Tailored Messages which include discount
coupons, contest opportunities, special event invitations
Communication a key driver
CMOs role as overseer and driver of content supply chain and publisher
increasing->
coordinated
communication
across
all functions
Focus
on What
Customers
say for use
in Product
Development
and
Programmes
e.g. Service
Digital Governance
Council with representatives of all customer facing
functions; CIO
participant
rather than
a driver
Convergence
ofapeople
resources
and
talent to obtain right content
and messaging
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Permissive Collaborative
Real-Time
Communication Communication Communication
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Close
Viral
Looped
Communication
Communication
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Some examples
Yes
No
complete close-looping ?
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Some examples
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Thought Leadership
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Social
Networks
Need
centric
Discussion
BRAND
Need
solution
Validity
Discussion
-Blogs
-Wikis
Forums
-You Tube
-Flickr
Tweets
Experience
Sharing
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16
to
to
to
IMPACT
IMPACT
IMPACT
to
IMPACT
Time on site
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directly related
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Conclusions :
Social and New Age Communication channels
communication streams
It helps innovate and create better products by
collaborating and engaging with customers
It serves customers in Real time
It helps leverage network effect of communities
It helps create Thought Leadership
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