dancing with the eight ball: making social insights actionable — hornall anderson

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DANCING WITH THE EIGHT BALL

MAKING SOCIAL INSIGHTS ACTIONABLE

WE DESIGN & TRANSFORM

BRANDS.

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... THEN WE MAKE

IT REAL

WE IMAGINE WHAT’S POSSIBLE

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PRIMARY WAGE EARNER

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HOME IMPROVEMENT

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VALUE

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HIGH PERFORMANCE

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REAL ESTATE

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STYLE

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COOL

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SHIFT FROM A WIN/LOSE TO A LEARN APPROACH

PRINCIPLE 1

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RE-LEARNING

AMBIGUITY TO

OPPORTUNITY

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PARTNER WITH TRANSLATORS VS REPORTERS

PRINCIPLE 2

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TOPIC 1TOPIC 2

TOPIC 3

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TOPIC 1TOPIC 2

KEY DRIVERKEY DRIVERKEY DRIVER

TOPIC 3

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not driving commitment

Products are discussed

Products are not discussed, Products are

driving commitment

LOW PCS, HIGH VOLUME

BRAND X

BRAND X

BRAND X

BRAND X

BRAND X

LOW PCS, LOW VOLUME

HIGH PCS, HIGH VOLUME

HIGH PCS, LOW VOLUME

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WHAT

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WHAT

WHY

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DEFINE YOUR TARGET BY ENGAGEMENT VS DEMOGRAPHICS

PRINCIPLE 3

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CITIZEN

PROFESSIONAL OCCUPATIONAL

ADVOCATE

AMBASSADOR

CELEBRITY

INFLUENCER:

THE ABILITY TO CAUSE OR CONTRIBUTE TO A CHANGE IN OPINION OR BEHAVIOR.

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PAID MEDIA

EARNED MEDIA

OWNED MEDIA

WEBSITESMOBILE (WAP, APPS)PURLsEMAILWEB APPS (RIAs)GAMESVIDEOSPODCASTSBLOGSARTICLESWEBINARSVIRTUAL EVENTS

OLA (BANNERS)SEM (CPC, CPA)

MOBILE (SMS)SPONSORED CONTENT

SPONSORSHIP DIRECT MAIL

DR PRINTDR VIDEO (TVC, WEB)

LIVE EVENTSPOS/RETAIL

LAUNCH PLATFORMSADVOCATE HUBSSUPPORT SYSTEMS

DRIVES TRAFFICRAISES AWARENESSLEAD GENERATION

UGC VIDEOS (UNBOXING)

PHOTOSPERSONAL BLOGS

FAN FORUMSPRESS

REVIEWSCOMMENTS

REFERRAL LINKSSEARCH

GAINS TRUSTAMPLIFIES REACHPOTENTIAL LONG TAIL

1DISCOVER

2FAMILIARIZE

VIEW

FOLLOW

LIKE

ENGAGE

SHARE

3EVALUATE

4ADOPT

5ENDORSE

INFLUENCEE:

A PERSON OR GROUP OF PEOPLE WHO CHANGE THEIR OPINION OR BEHAVIOR AS THE RESULT OF EXPOSURE TO NEW INFORMATION.

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LISTEN TO THE SILENCES/EXPLORE THE UNEXPECTED

PRINCIPLE 4

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BRANDMONITORING

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95%

5%

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50%50%

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KEY PRINCIPLES

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1. SHIFT FROM A WIN/LOSE TO LEARN APPROACH

KEY PRINCIPLES

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1. SHIFT FROM A WIN/LOSE TO LEARN APPROACH

2. PARTNER WITH TRANSLATORS VS REPORTERS

KEY PRINCIPLES

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1. SHIFT FROM A WIN/LOSE TO LEARN APPROACH

2. PARTNER WITH TRANSLATORS VS REPORTERS

3. DEFINE YOUR TARGET BY ENGAGEMENT VS DEMOGRAPHICS

KEY PRINCIPLES

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1. SHIFT FROM A WIN/LOSE TO LEARN APPROACH

2. PARTNER WITH TRANSLATORS VS REPORTERS

3. DEFINE YOUR TARGET BY ENGAGEMENT VS DEMOGRAPHICS

4. LISTEN TO THE SILENCES/EXPLORE THE UNEXPECTED

KEY PRINCIPLES

WHAT IF YOUR CUSTOMERS ALREADY REDEFINED YOUR INDUSTRY?

CASE

UNDERSTANDING THE RAPIDLY CHANGING HIGH TECH B2B MARKET

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MERGER

ACQUISITION4X

APPL

E

REC

ESSI

ONCOMPETITORS

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SWITCH

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STAY

SWITCH

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Month 1

Low

High

Month 6

ATTRITION AQUISITION

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VALUE

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SERVICE

VALUE

B2B?

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1DISCOVER

2FAMILIARIZE

VIEW

FOLLOW

LIKE

ENGAGE

SHARE

3EVALUATE

4ADOPT

5ENDORSE

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PAID MEDIA

EARNED MEDIA

OWNED MEDIA

WEBSITESMOBILE (WAP, APPS)PURLsEMAILWEB APPS (RIAs)GAMESVIDEOSPODCASTSBLOGSARTICLESWEBINARSVIRTUAL EVENTS

OLA (BANNERS)SEM (CPC, CPA)

MOBILE (SMS)SPONSORED CONTENT

SPONSORSHIP DIRECT MAIL

DR PRINTDR VIDEO (TVC, WEB)

LIVE EVENTSPOS/RETAIL

LAUNCH PLATFORMSADVOCATE HUBSSUPPORT SYSTEMS

DRIVES TRAFFICRAISES AWARENESSLEAD GENERATION

UGC VIDEOS (UNBOXING)

PHOTOSPERSONAL BLOGS

FAN FORUMSPRESS

REVIEWSCOMMENTS

REFERRAL LINKSSEARCH

GAINS TRUSTAMPLIFIES REACHPOTENTIAL LONG TAIL

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1DISCOVER

2FAMILIARIZE

3EVALUATE

4ADOPT

5ENDORSE

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1DISCOVER

2FAMILIARIZE

3EVALUATE

4ADOPT

5ENDORSE

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WORK

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WORK

HOME

LEARN

PARTNER

ENGAGE

EXPLORE

A new definition of our client’s industry.

Unearthing niche B2B dialogue; greater understanding of information needs & customer journey; experience strategy for new B2B set.

Identified new set of influencers & decision makers.Identified their preferred ways of using and dispersing information.

Separating the irrelevant from the significant issues. Identifying unmet service/expertise need that differentiated us against competition.

WHAT DOORS OPEN WHEN MARGINS SHRINK?CASE

IDENTIFYING NEW OPPORTUNITIES AND UNMET NEEDS IN VALUE CPG

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15%

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Safeway Organics Target Up & Up Whole Foods 365

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CORE INGREDIENT

TREAT

TREAT, HEALTHFUL

FAMILIARTREAT, HEALTHFUL,

FLAVOURFULFAMILIAR,TREAT, HEALTHFUL,

COMPETITION?

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LOWER COST VARIETIES?

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$?,OOO

CORE INGREDIENTCATEGORY

EVERY DAY

BEST QUALITYEVERY DAY +

FLAVOURS THEY LOVEBEST QUALITYEVERY DAY +

+

?

LEARN

PARTNER

ENGAGE

EXPLORE

A new definition of value opportunity.

Understanding hierarchy of flavor/trust/quality.

We are an everyday treat for the entire family. Mum is a tiger yellow tag shopper who demands the best quality her dollar can buy.

Our client had permission to shift from ingredient expert to trusted category expert.

WHAT IF WE BUILT FOR THE NEXT GENERATION OF CUSTOMERS NOW?

CASE

DESIGNING NEW PRODUCTS/SERVICES FOR THE NEXT GENERATION OF LUXURY TRAVELERS

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LUXURY TRAVELER

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1 2 3

#LIVINGTHEDREAM#GRATEFUL

#EXOTIC#BEJEALOUS

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LUXURY TRAVELER

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“THEY’VE BEEN ABLE TO GET A RICHER EXPERIENCE WITH SOME OF THE DESTINATIONS. WHERE WE MIGHT HAVE BUZZED IN AND OUT OF A DESTINATION IN FIVE HOURS IN THE 80S OR 90S, IN LOOKS LIKE COMPANIES ARE OFFERED MORE IN-DEPTH EXPERIENCES IN A PARTICULAR PLACE WITH A MENU OF OPTIONS…THE PEOPLE COMING UP NOW AREN’T LOOKING TO GO TO AS MANY PLACES AS THEY CAN. THEY WANT TO SAY THEY DID SOMETHING UNUSUAL IN THESE AREAS. BY THE TIME THEY HIT RETIREMENT AGE THEY ARE SO WELL-TRAVELED ALL READY.”

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Under 50

Traditional Destinations

New Destinations

Over 50

JOURNEY A

JOURNEY C

JOURNEY B

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Communal Intergenerational

YOUNGER ELITE TRAVELERS OLDER ELITE TRAVELERS

LEARN

PARTNER

ENGAGE

EXPLORE

What luxury means to the next generation of affluent traveller.

Uncovering the exclusive silent dialogue of the elite through imagery sourcing.

Identified shared and discrete travel destinationsGained clarity on what travel ingredients needed to make a buzz-worthy luxury journey.

Understand how we can differentiate & service a new generation of traveler while not neglecting our legacy customers.