Know Your Digital Consumer :: Summer Camp 2014 and The 2014 Digital Consumer Collaborative
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Transcript of Know Your Digital Consumer :: Summer Camp 2014 and The 2014 Digital Consumer Collaborative
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Stone Mantel presents the 2014 Digital Consumer Collabora9ve & Summer Camp
All material in this presenta9on is copyrighted. Do not share.
Gamer Shopper
Traveler
Big Aspirations
Traveler
Shopper
Gamer
KNOW YOUR DIGITAL CONSUMER, MAKE GREAT STRATEGIC DECISIONS
Shopper
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IN 2013, TEN COMPANIES JOINED TOGETHER TO GO DEEP ON DIGITAL CONSUMERS
Watching Comcast on demand
AND
Tex9ng on my phone
THEN I’M
WHEN I’M
Watching my favorite show, and talking about them with friends. I am relaxed and having fun.
CARLY
AND
Using Nike +
THEN I’M Confident and motivated for my workout.
Listening to music on Pandora
“I felt as though I'm going on all these different directions trying to do everything.”
Holly A Shopper
Together, we’ve spent hundreds of hours observing and interviewing consumers as think about work, shopping, travel, their goals and entertainment.
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JOIN US IN 2014
Summer Camp is NOT a conference. July 17-18 in Boulder, Colorado Summer Camp is the only place you can go and actually learn and practice decision-making skills to guide your company’s digital consumer strategic plan. • Consumer behavior • Strategic framework use • Case study format Charter the next DCC agenda Stretch your team (And bring your family)
Primary research, done collaboratively Chartering for the Digital Consumer Collaborative starts in June. The first meeting is in October. Join together with 10-15 companies as we charter and collaborate a national study and go deep into consumers lives. • Digital Ethnographic, Co-creation,
and Quantitative • Work with a Network
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SUMMER CAMP DETAILS
WHAT’S INVOLVED? WHAT’S INVOLVED
INVITED GUESTS
20 minutes
Before you arrive we conduct a 20 minute interview to identify your goals and objectives. We then customize a plan for you.
Day 1 Workout Day. An intensive program designed
specifically for your goals and objectives.
Day 2 Taking Action. You are given a team challenge that will directly impact you in the next two years. Then we work with you to solve the challenge.
And there’s lots of fun in-between.
• Case studies, frameworks, and data that will guide your thinking
• Insights from the general findings and of the 2013 Digital Consumer Collaborative.
• A Basecamp membership where you will have access to all content and be able to connect with your colleagues.
• One-on-one time with our strategic leads to help you progress your marketing or innovation plans.
Participation is kept to 30 members. However, we encourage you to bring family and friends. There are lots of things for them to do too.
1 seat is $1,600. Travel & Lodging not included. Please call for a small group rate. A special hotel rate is available.
A strategic thinker’s training ground for going a3er the digital consumer
Summer Camp Director Jaclyn DuPont [email protected]
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Itinerary Pre Work • Participate in a 20 minute interview • Get signed up for Basecamp project July 16 Afternoon • Arrive at St. Julien Hotel, Boulder (contact
us for special rate) • Registration and evening social • Meet your team July 17 Morning • Breakfast with 2013 DCC Members • Morning pre-planned program for your
team Afternoon • Case study work • Frameworks Evening • Friends and Family Dinner July 18 Morning • Application and challenge work • Review of additional research on
consumer behavior Afternoon • Optional 1 to 1 time
St Julien Hotel & Spa, Boulder, CO
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MAKE YOUR DIGITAL CONSUMER HAPPY
FUNCTIONAL EMOTIONAL SOCIAL ASPIRATIONAL Help me accomplish a task
Help me feel deeply about a moment
Help me relate to others
Help me change something important
UTILITARIAN PERCEPTIVE ALTRUSTIC TRANSFORMATIVE
Consumer’s hire companies to get jobs done for them and to make them happy. One of the first things you’ll learn is how to apply functional, emotional, social, and aspirational customer journey frameworks to digital experiences and increase consumer happiness. Then we start to go deep.
Helps improve the self/org through goal attainment and epiphany
Helps the individual connect with and help others
Helps the individual/org think/feel positive emotions
Maximizes pleasure from a staged experience
Job
Def
initi
on
Hap
pine
ss
Def
initi
on
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THE 2014 DIGITAL CONSUMER COLLABORATIVE
The DCC conducts primary research and co-creation for forward-thinking customer experience strategists, done collaboratively. Launched in Sept 2013 Finishes in Sept 2014 • 10 companies • 100s of hours of field work • Discovering new jobs to do • Defining new strategies
and profiles • Demonstrating the value
produced • Act within organizations to
execute
THE 2013 DIGITAL CONSUMER COLLABORATIVE
In 2013, Stone Mantel launched the Digital Consumer Collaborative, a network of leading marketing strategists from advertising, retail, banking, travel, and office US based companies.
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SOME FAQs Have you done this before? Yes, for the past eight years we ran the Deluxe Collaborative. Have you studied digital consumption before? Yes, this year’s work builds on work we started in 2013. We’ve been studying digital for years. What’s the level of commitment required? When we are together (4 times), it will be intense most of the time. A bit like a fire hose. Otherwise there are a 7 virtual meetings and 3 homework assignments over a year’s time. Not too stressful. Do I have to be a researcher? No. We will teach you the Mantel Method. You will be, when you are done.
Do we share our internal research or IP with the Collab? No. We do not ask you for lists, background research, or strategy. Is this a commissioned study? No. The Collaborative is designed as a learning process that you join. You are not commissioning the study. You are learning from the process of participating in the Collaborative. Will we have access to all findings? Yes. All findings are shared. General findings you can share outside your company. Specific findings you can only share within your company or with other Collab members.
Do you already know the answers to the research Qs? No. We are studying everything we can on the topics. But there will be a series of breakthroughs that occur that will yield new-to-the-world insights. You will experience a paradigm shift with us. Will our organizations be able to benefit from the insights? Yes, if you bring them along. We have built in takeaways for you to share. There is a key meeting and homework assignment that is designed to help your org benefit. Don’t just show them the final result. Does every one benefit who participates? Yes. Our track record for getting Collab members promoted is excellent. We are just as anxious as you to find insights. We all become better from the process.
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OUR 2013 RESEARCH QUESTIONS
1. Push our understanding of what the digital consumer will want from mobile experiences in the next three years. 2. Find new ‘jobs-‐to-‐get-‐done’ in the digital environment that increase customers’ likelihood to spend more 9me with a business or brand. 3. Iden9fy strategies and tac5cs to make businesses more effec9ve in crea9ng value from the delivery of their experience to customers through digital technologies. 4. Discover new ways of profiling target audiences based on digital usage. 5. Develop techniques that aid in helping customers feel more comfortable in sharing data with companies in the right way and at the right 9me. 6. Develop language, tools, and principles for understanding how consumers behave in an increasingly mobile environment.
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GET RELEASES OF THE DCC GENERAL FINDINGS
24 24 The$DCC$©$Copyright$Stone$Mantel$2013$
QUEUEING IS THE THOUGHT-TO-TASK INTERFACE
Queueing$empowers$the$consumer$to$accomplish$more$tasks$at$the$same$?me$and$turns$the$topic$into$an$ongoing,$recurring$event$that$progresses$over$?me.$$5.$$
15 15 The$DCC$©$Copyright$Stone$Mantel$2013$
THE DEFINITION OF A DIGITAL CONSUMER
At$his$or$her$core,$the$Digital$Consumer$is$a$person$who$wants$to$do$more.$$$Digital$technology$eliminates$or$reduce$the$gap$between$thinking$about$something$and$geCng$the$job$done.$When$that$gap$is$closed,$the$consumer$desires$to$do$more$things$at$once.$$$Three$aFributes$of$how$the$consumer$interacts$with$digital$to$accomplish$more$are:$$$Topics$$$$|$$$$$Tasks$$$$$|$$$Queueing$
18 18 The$DCC$©$Copyright$Stone$Mantel$2013$
THE DEFINITION OF A DIGITAL CONSUMER
The$more$empowered$people$are$to$accomplish$more$in$a$short$period$of$>me,$the$more$people$meander.$They$move$from$thought$to$task$to$thought$to$another$thought.$$$$Digital$doesn’t$meander.$$To$facilitate$the$interac>on$between$digital$tools$and$thought,$people$and$their$devices$queue.$$$
Thought$ Job$
There are two types of insights from the DCC: general and specific. Your company must be a member of the Collaborative to gain access to the specific insights. General insights are shared through conferences, web seminars, white papers, and workshops. To see some of the insights coming out of the DCC go to our web site.
goStoneMantel.com
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EXAMPLES OF COLLABORATIVE OUTPUTS
©2012 Deluxe Enterprise Operations, Inc. All rights reserved. 8
Our journey
TOPIC AREA Retailing Profitable Solutions by 2015
FIRST GAP Retailing vs. Banking
JOB TO GET DONE Knowhow
FIRST ROUND CREATING DEMAND Knowhow Formulas CONCEPTS
Framing Session FUTURE STATE OF RETAIL Make it Your Own
BY 2015 Mobility + Knowhow
PROOF OF CONCEPT First Indicators
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
By 2015: Visualization
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Visualization, as it is currently being developed, is after the fact, descriptive of the things that have happened in the past. Mobility, and the expectations associated with mobility, change customer expectations. The appification of tasks and the ‘in the moment’ use of data, causes the consumer to assume that the brands that they work with and share their data with (and banking transactions is data) can anticipate their needs and provide helpful solutions that allow them to move forward. (A detailed review of PFMs is provided in the appendix.)
Visualization will be only one, limited, portion of where mobility banking and Personal Financial Management (PFM) tools are headed.
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
Appification changes the basics of banking activity
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As apps are increasingly able to deliver a virtuous stream of information that enables sharing, learning and acting in the moment, the bank is relegated to a less relevant role.
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
Two parts to knowhow
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Know How
Ability to do it
Context Facts
Visualization Reminders
Timing
Steps
©2012 Deluxe Enterprise Operations, Inc. All rights reserved.
Product design and Knowhow
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• Personal • Mobile • Uses money wisely • Simple usage and function • Forward-looking • Enables decision making
As product becomes more about mobility, your solution will become more personal, more focused on advice, and more forward looking.
©2012 Deluxe Enterprise Operations, Inc. All rights reserved. 78
The Before-After Knowhow Service Awareness Effect
AFT
ER: A
vera
ge o
f: %
that
find
Kno
who
w s
ervi
ce
trul
y ne
eded
/use
ful;
and
net w
hose
per
cept
ion
of
bank
will
impr
ove
due
to K
now
how
ser
vice
ALL: N=524
Age Groups (years): 21-30 (N=125); 31-40 (N=118); 41-50 (N=128); 51-60 (N=153)
Genders: Male (N=216); Female (N=308)
Asset Class: Mass (N=271); Mass Affluent (N=253)
Educational attainment: High school only (N=72); HS+ (N=104); College graduates (N=225); Some postgrad (N=38); Postgrad degree (N=85)
Employment: Full (N=391); Non-full, i.e., part-time, student, homemaker, retired, and seeking (N=193)
Willingness to be kept abreast of new banking products: High (N=240); Medium (N=235); Low (N=39)
Income Group: <$30 (N=61); $30-59 (N=148); $60-84 (N=119); $85-124 (N=112); $125+ (N=84)
Best provider of Knowhow service: Bank (N=152); Others (N=372) BEFORE: % that rated “timely tailored online info with offers” as one of
the top 3 best shopping aspects
15%
20%
25%
30%
35%
0% 5% 10% 15% 20%
Male
Female
51-60
41-50
31-40
HS+
College
College+
Postgrad
Non-full
W-H
W-M
W-L
Bank
Others
21-30
Full ALL
HS only
Mass
Affluent
<$30
$30-59
$85-124
$125k+
$60-84
Low initial opinion; great uplift
High initial opinion; great uplift
High initial opinion; modest uplift
Low initial opinion; modest uplift
13.4%
26.7%
A knowhow service dramatically increases consumer interest in your offers
When consumers understand how the knowhow service works their interest in online info with offers goes up dramatically almost across the board.
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A BIG INITIATIVE WHERE TEAMWORK MAKES THE DIFFERENCE
WHAT IS REQUIRED? WHAT ARE THE OUTCOMES?
WHO SHOULD BE INVOLVED?
4 Face-to-face meetings
5-‐7 Virtual meetings
3 Homework assignments
Participants can have up to 2 seats at the table. 1 seat = $45K 2 seats = $55K Travel costs not included
• A comprehensive series of strategic and tactical principles
• Access to all insights gathered throughout the process
• Findings from two ethnographic studies
• Results of quantitative research • Specific insights applied to
participating companies
If you commissioned this body of work on your own it would cost between $450K and $600K
People who work well in teams, can handle exploratory processes, and understand innovation.
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Charter our path Review secondary research
Conduct Preliminary Ethnographic study
In-‐person collabora9ve mee9ng to analyze findings and shape Phase 2: Discover
June 2014 October
q Collabora9ve network established q Research ques9ons solidified q First round of insight acquired
OUTPUT
SHAPE STUDY AND FORM NETWORK
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Design Round 2 Ethnographic Study
Members conduct Round 2 field study in their markets Stone Mantel will work concurrently. Compile and Analyze
In-‐person collabora9ve mee9ng to develop concepts based on insight
February March
q Second round of insight acquired q First round of concepts developed OUTPUT
PHASE TWO: DISCOVER
15 15
Recruit consumers
In-‐person collabora9ve mee9ng to conduct framing sessions with consumers
Members conduct on-‐site applica9on exercise
Conduct quan9ta9ve study
Collec9on and analysis
June July July
q Story-‐boarding/facilita9on skills learned q Concepts advanced and tested q First round of tailoring for implementa9on complete
OUTPUT
PHASE THREE: TEST
Advance concepts Advance concepts
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Prepare final report version 1
In-‐person collabora9ve mee9ng to review all findings, version 1 conclusions and applica9on to member organiza9ons
Members accelerate on-‐site applica9on Sharing phase begins
September October 2015
q Analysis and conclusions completed q Implementa9ons accelerated at member COs q Speaking and wri9ng skills advanced
OUTPUT
PHASE FOUR: MASTER
Advance reports
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WHERE WE PLAY
DELOITTE Consulting Group
JOE PINE CLAYTON CHRISTENSEN
DAVE NORTON Original thought leadership
Frameworks and models of consumer behavior
Design thinking
Hand-crafted strategy and implementation
Business innovation processes Stone Mantel
IDEO Design Firm
A BOUTIQUE Facilitation and Implementation
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Stone Mantel is the very best at producing value from experiences