It's not about Technology! Communities and Relationship Marketing
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Transcript of It's not about Technology! Communities and Relationship Marketing
IT’S NOT ABOUT TECHNOLOGY
MARCELO ANDRADEDIGITAL EXPERT AND CONSULTANT
communities and relationship marketing
“THE LATEST APP, THE COOLEST NETWORK, THE DATA HUBS ARE MERE TOOLS
TO BUILD SOMETHING THAT MEANS MORE TO THE HUMAN BEING.”
SANCHO BEACH - FERNANDO DE NORONHA
SAO PAULO
HUMANS. I PITY THEM...
THESE ARE JUST A FEW THINGS THAT DEFINE MY SOCIAL IDENTITY.
ANY DATA ANALYST CLEVER ENOUGH COULD KNOW THAT BY
USING AN ANALYTICS TOOL, RIGHT?
AND YOU COULD USE THAT INFO TO SEND ME OFFERS, TO ENGAGE WITH ME AND TRY TO RETAIN ME
AS A LOYAL CUSTOMER.
AND THAT IS RELATIONSHIP MARKETING, RIGHT?
WELL, NOT REALLY...
IDENTITYIDENTIFICATION
=
IDENTIFYING YOUR CONSUMER DOES NOT MEAN THAT YOU KNOW THEIR IDENTITY OR GAINED THE BENEFIT OF BEING IN A RELATIONSHIP WITH THEM.
WHY? BECAUSE THE DATA I’VE LEFT BEHIND DOES NOT TELL YOU WHAT THOSE
THINGS MEAN ON A BEHAVIORAL LEVEL.
SO, RELATIONSHIP MARKETING IS BEYOND HAVING THE RIGHT DATA
ABOUT YOUR CONSUMER AND KNOWING WHAT THEY LIKE.
IT’S ABOUT RELATING TO THE ESSENCE OF WHAT MAKES PEOPLE FEEL HUMAN.
SO MY FRIENDS,
IT’S ABOUT ANTHROPOLOGY
an·thro·pol·o·gy noun \ˌan(t)-thrə-ˈpä-lə-jē\: the science of human beings; especially : the study of human beings and their ancestors through time and space and in relation to physical character, environmental and social relations, and culture
PEOPLE WERE ALWAYS WILLING TO SPEAK THEIR MINDS TO EVERYONE AND EVERYTHING. SOCIAL MEDIA HAS MADE IT POSSIBLE.
PEOPLE WERE ALWAYS WILLING TO SPEAK THEIR MINDS TO EVERYONE AND EVERYTHING. SOCIAL MEDIA HAS MADE IT POSSIBLE.
This is the behavior
PEOPLE WERE ALWAYS WILLING TO SPEAK THEIR MINDS TO EVERYONE AND EVERYTHING. SOCIAL MEDIA HAS MADE IT POSSIBLE.
This is the tool
SO BRANDS HAVE TO LISTEN AND LEARN ABOUT THE IDENTITY OF THEIR CONSUMERS IN ORDER TO BUILD A RELATIONSHIP BEYOND SIMPLE DATA IDENTIFICATION.
SO BRANDS HAVE TO LISTEN AND LEARN ABOUT THE IDENTITY OF THEIR CONSUMERS IN ORDER TO BUILD A RELATIONSHIP BEYOND SIMPLE DATA IDENTIFICATION.
QUANTITATIVE + QUALITATIVE = BEHAVIORAL KNOWLEDGE
JUST AS HUMAN BEINGS, BRANDS ARE IN NEED OF CONSTANT CULTURAL, SOCIAL AND ENVIRONMENTAL RENEWAL WHILE STILL BEING TRUE TO THEIR CORE VALUES.
THUS BEING ABLE TO BUILD WHAT IS INTRINSICALLY AN ANTHROPOLOGICAL BEHAVIOR: COMMUNITIES
THUS BEING ABLE TO BUILD WHAT IS INTRINSICALLY AN ANTHROPOLOGICAL BEHAVIOR: COMMUNITIES
HUMANS WERE BORN TO LIVE IN COMMUNITIES.
BE IT PHYSICALLY OR VIRTUALLY, THE COMMUNITY YOU TAKE PART ON IS CHOSEN ON AN EMOTIONAL LEVEL.
BECAUSE EMOTIONAL BONDS ARE THE STRONGEST
IT’S ABOUT WHAT WE EVOKE IN EACH OTHER
KNOWING THE VALUES YOU SHARE WITH YOUR AUDIENCE IS VITAL TO ENGAGE AND BUILD SOLID RELATIONSHIPS.
COMMON VALUES
ONCE THE BRAND SHARES PASSIONS WITH THE AUDIENCE IT WILL REALLY BEGIN TO RELATE TO PEOPLE ON A HUMAN LEVEL AND
EVENTUALLY THE RELATIONSHIP WILL TURN INTO EMOTIONAL BOND.
COMMON PASSIONS
IT’S ABOUT BUILDING THE JOURNEY
REACH ENGAGE
AWARENESS FAMILIARITY CONSIDERATION PURCHASE LOYALTY
IMPACTING EXPERIENCES Where “attention grabbing” stories will lead to the consumer brand experience.
KNOWLEDGE EXPERIENCES
Where the consumer will find all the assets and
informations necessary to understand the brand’s
reason to be and will initiate the self-identification
process.
CONNECTING EXPERIENCES Where the consumer will strengthen its connection to the brand through emotional bonds and excitement.
SHOPPING EXPERIENCES
Where the consumer will consider the brand and
its vehicles as a possibility on the decision making
process.
RETENTION EXPERIENCES Where the consumer will strengthen its
connection to the brand through emotional bonds and service to gain fidelity.
INFORM MONETIZE RETAIN
CON
SUM
ER
STA
GE
BRA
ND
’S
GO
AL
BRA
ND
’S
GO
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WE DON’T BUILD RELATIONSHIP ONLY AFTER THE DATA COMES NEITHER AFTER A PURCHASE, IT HAPPENS DURING THE WHOLE JOURNEY.
IMPACT
!!!TRIGGER
!INITIAL
CONSIDERATION SET
!NOT
TRIGGERED BUT AWARE
ACTIVE EVALUATION PHASE
!MOMENT OF PURCHASE
CHOOSES ANOTHER OR DROPS
PURCHASE PLANS
SKEPTICAL EXCITED
ADVO
CACY
APPREHEN
SIVENESS
!POSTS SALES EXPERIENCE
RETENTION LOOP
LEAD CONVERSION
NOT CONCERNED
DISSATISFIEDDISTRUST
AWARE
!UNAWARE OF
POSITIVE ASPECTS
WITHOUT BUILDING A PROPER CONSUMER JOURNEY, YOU WILL NEVER BUILD A RELATIONSHIP