paper [r]evolution in a world of friends, fans & followers
Post on 19-Oct-2014
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"Today we are witnessing the transition into a world almost entirely digital. For the advertising business, digital technology comes with a powerful promise, the ability to reach exactly the right audience, at exactly the right time and place, with exactly the right message. But what about permission, relevance and engagement? Discover how paper can be key in the current media [r]evolution".TRANSCRIPT
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Media Evolution or Media Revolution?
Paper [r]evolution in a world full of friends, fans & followers
2012/11/15 – Christophe Mottint
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Agenda
• The world is changing… or the place of the customer within this media (r)evolution
• Media dynamic and conversation: 2 cases brought by bpost
• Paper evolution in this world full of friends, fans & followers … or the letterbox media as a key actor to bring relevancy to consumers
• Paper revolution or how to build a new technology-driven communication tool
• Conclusions
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The world is changing…
… or the place of the customer within this media (r)evolution
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Sources: Dreams&Fears Herman Toch 4
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More and more, consumer is looking for a conversation…
Consumer is looking for a partner who can help him
Customer needs to establish a “dialogue” with a brand, to discover how they can help each other
Sources: Culture of future (US), Meerwaarde-marketing – choco (B) 5
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« You are exposed to a brand through the following » :
... that creates a new media „dynamic‟
Paid Media Owned Media Earned Media
What the Brand Says What the Brand Does What is being said about the Brand
Brand attention impact Brand engagement platform
Conversations
Opinions of friends and family, word of mouth
Opinions of surfers(blogs, forums, community
networks, etc ...)
Press coverage
Advertising in media (TV, Internet, Radio,
outdoor, print)
(e-)mailings
Promotional gifts, trade fairs
Sponsored events
Web Site, facebook page of the brand
Point of sale
Catalogue or magazineof the brand
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Media dynamic & conversation
2 cases brought by bpost
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Our recent TV spot has generated some conversation…
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Ask visualNele
1 2Case
Bonding
Att
en
tio
n
COMM. VALUE
• Attention & bonding grid
IDEAL
ADVERTISING
ONLY
ENTERTAINING
MISSED
OPPORTUNITY
FAILED
ADVERTISING
The ad can be described as ideal advertising. The ad had a lot of
attention and succeeded in creating a bond with the viewer.
Benchmark
Min Attention = 16
Max Attention = 22
Min Bonding = 21
Max Bonding = 35
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... quite “clasical”, from our social media…
Positive (63.3%) Negative (21.3%)
Neutral: 15.4%
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1 2Case
Quantitative Post test results: The ad has a high likeability, 85% of the Belgians like the ad, of which almost 60% really like the ad.
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… but also in a more unexpected way with a parody…
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1 2Case
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… and with letters straight from the heart!
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1 2Case
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Social media: a clear strategy and ambition…
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1 2Case
Become trend-setter in Belgium as conversation company by:
• Implementing a strategy based on 5 pillars
• Defining and respecting SLA
CUSTOMER CARE“Light”
MONITORING100%
PUBLISHING
eREPUTATIONMANAGEMENT
UPSTREAM INFORMATION
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… to become best in class
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• 15 Belgian companies tested with 3
types of interactions :
• Mention of the brand
• Direct question on official channel
• Complaint on official channel
• We monitored: reaction speed, type
and quality of answer
• bpost is « best in class » with 100%
of questions answered and is often
the fastest
• Next step will be to implement
personalised support
1 2Case
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One example
• Process:
• Mention is made by consumer
• In a few minutes bpostpublishes a structured answerwith a next step
• Reaction from consumer is often very positive and results in a tweet – seen by all contacts
• Learnings:
• Mentions – implicit support demands – are the best opportunities for long-term ambassadorship
• Public answers create positivevisibility for our reactiveness
• Such a process is only possible with 100% real-time monitoring
1 2Case
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Paper evolution in this world full of friends, fans & followers…
… or the letterbox media as a key actor to bring relevancy to consumers
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While most media are overloaded, DM still gets a lot of attentionWeekly number of advertising messages per capita
SOURCE: Mindshare - Henley Centre (and TNS Media & Post survey)
3,000messages/week
52 get your
attention
4 kept in mind
positively 200 TV ads150 radio ads
1000‟s of ambient
ads ...
20 e-mail ads
3 cinema ads
3+ DM pieces
400 press ads/inserts
350+ out-door ads
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Two thirds of Belgian consumers look forward to the mail moment
Hurry to empty
the letter box
61%
Always curious
what‟s in their mail
69%
Enjoy looking through
their mail
61%
Sources: Market Probe, 2011 18
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Addressed DM remains the preferred advertising medium
“Overall, which media do you like the most for advertising messages?”
31%
23%
13%
7%
5%
4%
3%
Addressed DM
Unaddressed DM
TV
Press
Internet
Radio
Sources: Market Probe, 2011
In het algemeen, via welk medium ontvangt u het liefst reclame?De manière générale, sur quel média préférez-vous la publicité ?
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Even young people prefer DM as instrument of interaction
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29
21
10
7
7
4
Internet
TV
Addressed DM
Press
Radio
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Percentage of digital natives (<25 year old) who prefer to get advertisement through …
“People don‟t click through on advertising on social networks. A good analogy is to imagine sitting at a table with friends when a stranger pulls up a chair, sits down and tries to sell you something when you are talking to your friends. You won‟t get far with a strategy like this.”
Understanding Users of Social Networks, Sean Silverstone
Harvard Business SchoolSources: Market Probe, 2011
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Consumers like direct mail because they find the information more useful and trustworthy than other channels
Advertising through this medium provides me with information which is …
Sources: Market Probe, 2011
Useful
13
18
17
27
40
Trustworthy
10
11
12
20
34
Social Networks
Radio
Press
TV
Unaddressed DM
Addressed DM
Credible
12
11
16
21
35
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E loves p in the media revolution landscape
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Fondée en 2009 à New York par deux anciens d’Harvard, Paperless Post a bâti
sa success story sur le digital. En décidant de revenir au papier pour compléter
ses services de cartes d’invitation ultra personnalisées, la startup répond à une
demande " palpable " du consommateur. Intéressant non ?
« Depuis que nous avons lancé le site, 60% de nos utilisateurs nous ont demandé
s’il était possible d’imprimer leurs cartes et si oui, comment le faire. Ils nous ont
clairement fait comprendre qu’ils aimeraient disposer des deux possibilités. Cette
requête de complémentarité, nous ne pouvions pas ne pas la prendre en
compte »
RecherchRecherchRecherchSubmitSubmitSubmit
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3 illustrations brought by bpost
Travel(Club Med) improves loyalty by combining digital technology with paper mail moment
Credit company (BuyWay) improves the way its consumer can manage their credits
An FMCG brand closes the gap between research insights and media targeting
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Improving customer loyalty by sharing Club Med experience…
1 2 3Case
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… with an innovative tool allying technology and paper
1 2 3Case
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• Granting Customers• Surprise customer or prospects
• Create reward through a „valuable‟ incentive
• Recruiting addresses• Build prospection database
based on recipients addresses (likely to be similar profile as senders)
• Creating conversations• Share this moment on an viral
and unexpected way
• Will generate „likes‟ among friends and relatives …
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1 2 3
Improving customer experience… Case
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… with transaction based triggers
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1 2 3Case
From product
centric to customer relevant
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1 2 3
Connecting with FMCG consumers…Case
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…but who are FMCG consumers?…
Critical challenge for FMCG brands:
Who are my consumers ?
How to reach them ?
ConsumerFMCG
Bob McDonald, CEO P&G Paul Polman, CEO Unilever
?
1 2 3Case
Retail
Kasper Rorsted, CEO, Henkel
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… and how to reach them in a relevant way
1 2 3Case
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Detects buying behavior in consumer panel, derive profiles and match them with bpost SelectPost lifestyle database to determine
new prospects
Extrapolation based on advanced statistical modeling (e.g. multinomial logistic regression)
Lifestyle database with attitudes, behaviour & preferences of over 750.000 households
Consumer panel (N=5.000)
registrating their purchases daily
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Paper revolution
… or how to build a newtechnology-driven communication tool
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A new media, to improve even further the mail moment
Local information
Agenda: concerts
Practical informations:
meteo
Games: Sudoku…
Address
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An innovative way to continue to deliver tangible things to your doorstep
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Test has started today November 15 in Wavre
neighborhood
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Conclusions
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Conclusions
• True Relevancy is at the heart of brand challenges
• It is not about “E or P” but about both
• Technology is not an objective, it‟s only a medium
• Direct Mail is certainly well positioned to meet needs of consumers for more relevance but as every medium it deserves creativity
• bpost is much more than letters and is investing in future proof solutions
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