Open Innovation & Performance Management
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Transcript of Open Innovation & Performance Management
Rosenstr. 18 10178 Berlin
TEL +49 (0)30 2787 600 FAX +49 (0)30 2787 6066 www.td-berlin.com [email protected]
Open Innovation & Performance Management
Vortrag
Prof. Dr. Marc Drüner Stuttgart, 19.08.2013
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Agenda
1. trommsdorff + drüner: who we are…
2. Some central beliefs
3. People´s Car Project: von den Chinesen abkupfern
4. Performance Management bei Coke: auf der Suche nach dem „Marketing ROI“
MANAGEMENT CONSULTING WITH FOCUS ON INNOVATION MARKETING 90 EMPLOYEES; OFFICES IN BERLIN AND BEIJING
AGENCY OF TROMMSDORFF + DRÜNER SPECIALIZED IN SOCIAL MEDIA, APPLICATIONS AND ENTERPRISE 2.0
SCIENTIFIC EXPERTISE SUBSTANTIATED THROUGH CLOSE COLLABORATION WITH TWO UNIVERSITY CHAIRS
MANAGEMENT AND DIGITAL MARKETING CONSULTANCY OF TROMMSDORFF + DRÜNER, SPECIALIZED ON CHINESE MARKET
COLLABORATION WITH CHAIR OF MARKETING AT TONGJI UNIVERSITY
CLIENT REFERENCES CONSULTING INTERNATIONAL BRANDS SINCE 1999
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5
PRODUCT PORTFOLIO INNOVATION IS HAPPENING WHERE FORMERLY SEPARATED SCHOOLS OF THOUGHT START TO OVERLAP: STRATEGY & INNOVATION, CONSUMER INSIGHTS & NEW DATA
AND SOCIAL MEDIA
SOC
IAL M
EDIA
ST
RAT
EGY
& IN
NO
VA
TIO
N
CONSUMER INSIGHTS & NEW DATA
SOCIAL MEDIA MONITORING & NETNOGRAPHIC IDEATION
TREND MANAGEMENT & FORESIGHT
INNOVATION & MARKET RESEARCH
OPEN INNOVATION & CUSTOMER INTEGRATION
APPLICATION & PLATFORM DEVELOPMENT
DIGITAL PERFORMANCE MANAGEMENT
DIGITAL SHOPPER MARKETING
SOCIAL MEDIA GOVERNANCE
SOCIAL MEDIA MARKETING & COMMUNITY MANAGEMENT
INNOVATION LABS & BUSINESS INCUBATION
DIGITAL STRATEGY & PLANNING
MOBILE BUSINESS
SOCIAL RECRUITING & EMPLOYER BRANDING
DIGITAL EDUCATION SOLUTIONS
glubal.com / HighEd Solutions (JOINT VENTURE WITH WITH NEUE ZÜRCHER ZEITUNG – NZZ)
DRIVELOG / MOBILITY MEDIA (JOINT VENTURE WITH ROBERT BOSCH)
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“…DATA IS THE OIL OF THE 21ST CENTURY…” (GARTNER, 2010)
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“…TECHNOLOGY IS THE NEW CREATIVE…” (Technology Strategy Board)
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“…MARKETING IS THE NEXT BIG MONEY SECTOR IN TECHNOLOGY - BY 2017, A CMO WILL SPEND
MORE ON IT THAN THE CIO…” (Gartner Group, 2012)
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[email protected] - 11
[email protected] - 14
The Potential of Social Media in China
Germany 14
51,7
356
via mobile
(Mio)
513
Internet Users (Mio)
[email protected] - 15
Social Media in China is dynamic and huge
48.7% of Chinese Internet
users are USING WEIBOS
87% of Chinese Social Media users have “FRIENDED” OR FOLLOWED
BRANDS
50 MILLION users acces
the facebook clone
renren via MOBILE
PHONE
SNS expected to reach 488
MIO. users BY 2015
Previous leader KAIXIN001 LOST 54% popularity while
newcomer SINA WEIBO GAINED 85% between
February 2010 to February 2011
58% of Chinese netizens
YOUNGER THAN 30
[email protected] - 16
China has the most complex, fragmented, and
fastest social media landscape
Social Networks
Microblogs
Group Buying
Video
[email protected] - 17
The PCP Universe
tbd
FURTHER ACTIVITIES
EVENTS
KOL / SEED
PCP PLATFORM VW TOUCHPOINTS
MOBILE APP
OFFLINE AD
DIG. MEDIA AD
ONLINE
OFFLINE
VW TOUCHPOINTS
SOCIAL
NETWORKS
VIDEO
CHANNELS
VERTICAL
S
MICROBLOGS
SOCIAL MEDIA INTEGRATION
[email protected] - 18
A flubber car was placed on the street…
“Wow, a realsize version of PCP! This
concept is cool. They bring an abstract
concept to the ground. When will flubber
cars come to Jinbao Street?”
“I thought they were
concept cars, they went
into mass production
really quick!”
“Why haven’t I heard
about this before?
Weibo is such a
powerful channel. I
really need to find out
about PCP!"
[email protected] - 19
…and spilled over into the online world with a
tremendous speed
Page views and buzz during real size car campaign
20. Jun
21. Jun
22. Jun
23. Jun
24. Jun
25. Jun
26. Jun
27. Jun
28. Jun
29. Jun
30. Jun
Page Visits Social Media Buzz
Stunt in
Beijing
10.000
70.000
REAL SIZE FLUBBER CAR STUNT
Comments Forwards
Stunt
•Unify offline and online message and align call
to action
•Connect with the audience before and after the
event
[email protected] - 22
“How does your car look like when using your star sign?”
Use of Lifestyle topics to activate users …
40,000+ forwards on
Social Media
3,500+ comments by
users on Social
Media
3,000+ created
ideas with Star Sign
topic on platform
WHAT WE DID
Source. Proximity, November 2011
[email protected] - 23
… with users creating star sign cars!
Capricorn
Taurus
Sagittarius
Aries
Leo Libra
Aquarius
[email protected] - 24
And it is also interlinked with a variety of
Volkswagen Channels online
The only branded site which is fully
integrated with all popular Social Networks
in China
Volkswagen Website
PCP Website
Casual Dialogue
Source of Engaging
Content
Brand
Specific
Dialogue
Interest &
Engagement
So
cia
l M
ed
ia
PCP/VW
FanPage on
China’s
Facebooks Login with your social network
account PCP Weibo
VICO
Weibo &
Product
Specific
VW China
Group
VW Racing &
SRCup
[email protected] - 25
> 11.700 pictures
> 2.800.000 Downloads
And they were more than willing to follow &
engage
[email protected] - 26
2011 2012
DESIGN
PERSONALIZATIO
N
CONNECTIVITY
But how to talk to / interact with customers over a
2 y period ????
ECO/
ENIVRONMENT
[email protected] - 27
Acknowledgement … turn users into stars
Users want to see a reaction from Volkswagen – produce outcomes
KPIs What can´t be measured can´t be good
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DIGITAL PERFORMANCE MANAGEMENT THE Reason Why Thanks to social & digital media, companies own more information on what consumers are saying, doing and buying than ever before. However, the bulk of this information is wasted, since most marketers are unsure how to connect new data to their individual business. Approach DPM leverages new data to improve business performance. We automatically integrate digital and traditional data sources and visualize relevant insights in near real-time. Our online dashboards and consulting services improve marketing performance in a groundbreaking way. USPs Relevance: Our online dashboards focus on those KPIs that are truly relevant to your business. We bring numbers to life by introducing stakeholder-specific views and systematic benchmarking. Availability: Monitor marketing success from anywhere, anytime. Access to all relevant data sources enables you to establish connections across metrics, channels and activities. Efficiency: The automated aggregation of all business-relevant data sources (Analytics, CRM, Buzz Tracking, Market Research, Sales) in a single place saves time and money. Insight: Our consulting services deliver unique insights to improve strategic and operational decision-making.
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DIGITAL PERFORMANCE MANAGEMENT THE DATA-DRIVEN REVOLUTION IS HAPPENING RIGHT NOW.
WE HELP YOU MAKE THE MOST OF IT
FROM TO
NOT KNOWING WHERE YOUR BUDGET GOES TO CONTINUOUS BUDGET IMPROVEMENT
TALKING TO CUSTOMERS TALKING WITH CUSTOMERS
PAID MEDIA CAMPAIGNS SELF SUSTAINING PROGRAMS
UNCERTAIN PLANNING REAL-TIME DECISION MAKING
SOME CHANNELS MANY CHANNELS INTERCONNECTED
DISPERSED COMMUNICATION TARGETED MESSAGING
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DIGITAL PERFORMANCE MANAGEMENT & LIVE DASHBOARD ALIGN MULTIPLE DATA SOURCES WITH BUSINESS OBJECTIVES AND INDUSTRY BENCHMARKS TO GENERATE ACTIONABLE INSIGHTS
ONLINE DASHBOARD FOR LIVE PERFORMANCE MEASUREMENT AND REACTION
vs. internal
cases
Vs. Competi
tion
OPINION MINING
SURVEYS
WEB ANALYTICS
SOCIAL, SEARCH DATA
SALES DATA
MEDIA SPENDING
DATA SOURCES (heterogeneous, old & new data)
LIVE STEERING WITH ONLINE DASHBOARD (e.g. Coca Cola)
ACTIONABLE STEPS
TO SUCCESS
BUSINESS OBJEVTIVES
BENCHMARKING (internal & external )
[email protected] - 32
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Background: Key business questions
Can we find out if our offline campaign is
working?
How are we doing among our key demographics?
Is our content relevant to consumers?
How much does digital really impact
on my business?
Can we optimize the campaign while it is still
running?
How can we leverage mobile?
[email protected] - 33
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Begeitung der wesentlichen Kampagnen in den letzten 3 Jahren
v
v
v v
TV
OOH+
Radio
Banners
Microsite
Paid Owned Earned
Buzz
Search
KOLs
POS
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Do we have to choose?
?? OR
TV
ONLINE
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No! TV and Online are a great match!
AND
= PERFECT MATCH!
TV
ONLINE
[email protected] - 36
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SOCIAL NETWORKING friends & work
WATCHING TV multiple screens
88% of tablet
owners and 86% of smartphones use
their devices while
watching TV Nielsen Social TV Aug. 2012
Television & Internet
[email protected] - 37
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SOCIAL NETWORKING friends & work
WATCHING TV multiple screens
38% surf on facebook whilst watching TV
[email protected] - 38
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SOCIAL NETWORKING friends & work
WATCHING TV multiple screens
Taking this behavior into account provider develop
parallel programs
TALKING ABOUT
[email protected] - 39
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Collected key learnings over 2 years
Leverage the digtial POS Form must follow
function Facebook drives
engagement
TV drives Twitter OOH drives Search Positive buzz drives NPS
[email protected] - 40
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General overview: Aggregate learnings across campaigns to design and optimize “liquid and linked” brand plans
v
v
v v
TV
OOH+
Radio
Banners
Microsite
Paid Owned Earned
Buzz
Search
Near real-time analysis of TVC popularity
Use predictive targeting to measure reach and
brand impact
Analyze and optimize user flow
Connect SEA/SEO to offline campaigns
Foster KOL involvement
KOLs
POS
Leverage QR codes at the POS
[email protected] - 41
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There´s no Computer CMO !
EXECUTIVE VIEW BRAND VIEW MC VIEW AGENCY VIEW
>> Technical data integration: API-based and through standardized file uploads (phase for integration) >>
REACH
BRAND IMPACT ADVOCACY
ENGAGEMENT
<< Data interpretation and consulting >>
ADD. VIEWS (tbd)
Analytics Buzz Tracking Research Targeting CRM Media
COST EFFICIENCY
[email protected] - 42
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Overview Brand Dashboard: Web Analytics, CRM and share of voice at a single glance
ANALYTICS MEDIA
CRM
BUZZ
SURVEY+ SALES
(Q2)
Search
[email protected] - 43
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DPM Dashboard: Central hub for data aggregation, reporting and insights (live demo)
Taking KPI management to the next level
[email protected] - 44
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The next BIG thing: From passive reporting to active campaign management
DATA MANAGEMENT
KPI ALIGNMENT
LIVE REPORTING
INTERPRETATION
REAL-TIME PLANNING Behavioral Targeting Real-time bidding
[email protected] - 45
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Telco Operator
Select campaign parameters and targets
Define total invest
Optimize ROI based on dynamic real-time modeling
Identify ideal channel mix
REAL-TIME ROI MODELING AND PLANNING
[email protected] - 46
Getting Information off the internet is like taking a drink from a fire hydrant Mitchell Kapor (Founder of Lotus Development Corporation, Designer of Lotus 1-2-3, on Board of Directors of Linden Lab,
company which created Second Life)
Big vs Smart Data
[email protected] - 47
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Thank you for your attention!
Prof. Dr. Marc Drüner
trommsdorff + drüner innovation + marketing consultants GmbH
Rosenstraße 18 10178 Berlin
Fon +49 (0)30 27876027
Fax +49 (0)30 27876066
Mob +49 (0)151 18440018
www.td-berlin.com