case study: using a customer journey framework for digital
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The Connected Shopper ExperienceUsing a customer journey framework for Digital
Sean Popen Director, Global Digital MarketingDecember 9, 2013
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Today’sObjective:
• An E2E Yoga Tablet marketing campaign – from pre-launch to launch to post-launch.
• Show the campaign using a customer journey framework from the perspective of a sample millennial target customer named Sophie.
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disclaimers
This is an approach for 2 campaigns this year; we continue to learn and adjust.
Everyone’s customer journey is unique.
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A $35B global personal technology company with 30,000 people and customers in 160+ countries.
Lenovo is…
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User Experience Becoming Increasingly Complex
• Behavior is continually changing.
• Vehicles for reaching customers is expanding.
• Marketing becomes sub-optimized.
• Tremendous media waste $.
• We need to capture data in this new world and create new experiences to extend customer value overtime.
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The marketing evolution leads to engagement?Mass Marketing Digital Marketing Digital Engagement
METHOD: Mass Marketing
FORMS: TV, Print, Billboards
METHOD: Targeted Marketing
FORMS: Search & Display, video
METHOD: Engagement Marketing
FORMS: Collaborative Marketing, and Relationship building
KPI: Impressions & Awareness
KPI: Page Visits & Conversion
KPI: Advocacy & Loyalty
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So what does this mean?
Everyone is connected to everything all the time
Customers have reclaimed their rightful position in the marketing eco-system …from push to pull
Marketing has become an end to end process naturally
A #BETTERWAY IS HERE3 MODES & 18 HOURS OF BATTERY LIFE
TILT STAND HOLD
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YOGA TABLET MARKETING CAMPAIGN
3 PHASES OF MARKETING PLAN – CAMPAIGN CADENCE
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PHASE 1: PRE-LAUNCHBuild Excitement and Anticipation
Oct 2013
PHASE 2: LAUNCHUnveil Yoga Tablet to the World
Nov 2013 (Launch date: 29th Oct)
PHASE 3: POST-LAUNCHSustain the Momentum
Dec 2013 to Mar 2014
Tactics: Advertising, PR,
Social Media, Product
Seeding
Tactics: Events, Advertising, PR,
Social Media, In-Store & Online Merchandising
Tactics: Advertising, Social
Media, Merchandising,
Retailer Programs
Purchase
existing customer loop
new customer loopAttention
Interest
Desire
Advocate
Enjoy
Bond
Brand Build
Consideration
Engagement
Conversion
Support
Brand Ambassador
Brand Loyalty
Ensure campaign theme consistency by developing integrated creative assets
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Plan The Attack By The Digital Customer Journey
Purchase
existing customer loop
new customer loopAttention
Interest
Desire
Advocate
Enjoy
Bond
Online Video Social Content Amplification Generic Search (tablet) Direct Email + DM Social Media Advertising Advocate seeding Aggregated Social experience
Brand Build
Search: Lenovo terms Direct Email + DM Guerilla Review Sites – Learn And Shop Visit Lenovo.com , retail stores,
Amazon.com, e-tail Social Media Advertising – education,
inspiration, drive to web
Consideration
Targeted searches: Yoga tablet Visit Lenovo properties:
Lenovo.com, call centers, chat. Direct Email + DM Retail/e-tail Visits Google Shopping Search E-com promotions Social Media Advertising – Page
Post Link Ads, FBX retargeting, Twitter Lead Gen cards, YouTube
Advocate outreach
Engagement
Conversion Purchase through any channel
Support Download drivers, install programs Look for accessories as add on InBox Registration Experience Calls support channels
Brand Ambassator
Share product experience with social communities
Social Media Advertising - amplify advocacy to wider audiences
Brand Loyalty Loyalty programs App store Owner’s Kit
Ensure campaign theme consistency by developing integrated creative assets
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Plan The Attack By The Digital Customer Journey
MEET SOPHIE
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• Sophie is a 27 year old Nurse
• She lives in an urban high rise apartment and takes the subway to work
• She relies on online publications & social media to keep current for work & play
• She shops on online for books & music but still prefers retail for clothes, shoes & electronics
• She cares about staying fit & exercises at least 3 times a week
• She has a competitor tablet but is considering upgrading to a new tablet during Holidays
Sophie is browsing in Facebook and spots a Lenovo post – she is intrigued by the #betterway for tablets.
25 Days Before Launch
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Attention
Sophie discovers more #Betterway content on .com, Facebook, Twitter, Instagram and Vine. She starts to share the content with her friends
15 Days Before Launch
Attention
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Attention
#Betterway on Dotcom Live in 17 countries: US UK Russia Netherlands Germany Spain Italy Hong Kong Argentina Australia Peru Mexico Japan Columbia Venezuela Chile Singapore
VINE VIDEOS
SOCIAL FEED & SHARING
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Sophie starts to see teasers from Lenovo on the #Betterway event and receives a tweet from Ashton Kutcher about something exciting on Oct 29
7 Days Before Launch
Attention
Attention
Results Ashton Kutcher reveal was the most engaged #Betterway
post across all channels for pre launch Post on Global FB page - Millions reached, Incremental
uptick in likes, comments, shares On @Lenovo for Twitter - Engagement is 84% higher for
#betterway tweets, as compared to other posts.
She gathers with her friends to watch the live stream of the launch event from Youtube Studios in LA.18
Attention
Oct 29th
Event day
7 Days After Launch
Sophie is on You Tube and watches a AK video, and clicks on the banner overlay… this takes her to Lenovo.com
Interest
• Half of video view through rates are highest among users aged 18-34
Interest
“Wow... great thanks for making it easier to know your product. I never bought your products as they never looked cool to me. Thanks for making easier to understand your products and i am ready to buy your new 10' YOGA TILT(tablet). Keep it up. “
“Ansprechend gestaltet.”(Attractively designed.)
“This Yoga tablet is superb. When will it come to India? Waiting eagerly.”
Sophie reads on-line product reviews from Laptop Magazine … she then searches for more info on Yoga Tablet on Google
11 DaysAfter Launch
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Consideration
12 Days After Launch
Sophie purchases the Yoga Tablet from Lenovo.com
Purchase
Enjoy
30+ Days After Launch Sophie enjoys her new Lenovo Yoga Tablet, writes a
review, and becomes a brand advocate by sharing her experiences.
Advocate
Bond
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Key Takeaways / Conclusions
Customer shopping experience is far too complex to rely on intuition.
Customer shopping experience is far too dynamic to rely on past experience.
Customer shopping experience requires an agile mindset to develop each customer’s personal journey.
THANK YOU
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