Ann Arbor Spark Marketing RoundtableJune, 9 2009

Insight Gathering & Campaign Insight Gathering & Campaign MeasurementMeasurement

Marc Paulenich Managing Director of InsightsTeach for Americampaulenich@teachforamerica.orgwww.teachforamerica.org

Panel introduction

Scott Hauman shauman@daggerfin.com Director, Brand Strategy www.daggerfin.comDaggerfin @twitter.com/daggerfin

Lori Dixon, PhD.PrincipalGreat Lakes Marketingldixon@greatlakesmartketing.com www.greatlakesmarketing.com

Impact your operations today

Learn from experts in the field on how to:1. Gather insights to help shape

your business strategies2. Measure your campaign results3. Embrace a feedback culture

Simple truths

Consumers change every day - their needs and desires morph

Consumers today want and expect to have a voice in the growth and evolution of their coveted brands

Gathering insights and campaign measurement is all about making your product or brand better serve the needs of your target consumer

Insights can be found everywhere

Simple, cost effective insight-gathering tools

Kluster is a group decision-making platform that helps bubble up new ideas and see which ones fly. Kluster.com | Free to $27/month

Huddle provides simple, secure online workspaces containing project and collaboration tools. Huddle.net | Free to $98/month

Zoomerang is an online survey provider with access to advanced reporting tools. Zoomerang.com | Free to $199/year

IdeaScale powers feedback communities. Users submit ideas while the community comments and votes on the ideas. Ideascale.com | Free to $100/month

Competitous is a web-based service that provides your company with the ability to collaboratively share and manage competitive knowledge. Competitious.com | Free

The Archivist is a tool for mining for Tweets, saving them and exporting them to Excel for reporting purposes. Flotzam.com/archivist | Free

Great, free listening tools

Google Alerts allows you to easily target keywords that are important to your brand and receive streaming or batched reports. Google.com | Free

Technorati is the leading blog search engine. Technorati.com | Free

Jodange. Through its TOM (Top of Mind) app, you can track consumer sentiment about your brand or product across the Web. Jodange.com |Free for 30 days

Trendrr allows you to know how your brand or product is trending. It uses comparison graphing to show relationships and discover trends in real time. Use the free account, or bump it up to the Enterprise level for more functionality. Trendrr.com | Free

Lexicon searches Facebook walls for keywords and provides a snapshot of the chatter volume around those terms. Facebook.com/lexicon | Free

Monitter. Beyond the integrated search of Twitter apps like Twhirl and TweetDeck, Monitter provides real-time monitoring of the Twittersphere. Monitter.com | Free

Embrace a feedback culture

Empower everyone to observe, collect and share

Prototype and test new ideas, scenarios, and experiences

Winning brands today realize they are always in beta mode

Work with a trusted research partner for guidance and inspiration

Lori Dixon, PhD. | Great Lakes MarketingLori Dixon, PhD. | Great Lakes Marketing

Great Lakes Marketing

We exist to help organizations make better decisions What is the cost of a mistake or missed opportunity?

Who we areWhat we doHow we do it

Food for thoughtGLM Philosophy about Measurement

Collect data to use data Organization's DNA Environment of acceptance

The market is dynamic (even if you are not) F (noise) F (competition)

Measurement must be planned F (goals) F (reach) F (influencers)

Still chewing...

GLM Philosophy about MeasurementNow more than ever

F (uncontrolled information flow) F (uncensored experts) F (speed of info transfer)

Case studyBackground of Client (TC)Goals

Understand where the market is today

Learn where the market can be taken and how quickly

Measure impact of campaign Refine campaign Justify dollars

Research platform

Awareness of information sourcesRespect for the market’s voice Integrated measurement plan

Research process

Internal Compression PlanningSWOTCompetitive analysisHopes/dreams/fears

Research process

Focus GroupsParticipants: Users and

InfluencersViewers: Staff, Board and

ConsultantsTo learn:

What do they think? What do they think they know?

What missing info is most detrimental?

Research process

Telephone SurveyReview of options

Web Mail

Goals Quantify focus group Baseline metrics Prioritize messages

Research process

Value of research

Metrics that lead to strategic initiatives Increase in percent who would contact hospice Increase in awareness of marketed services Increase in those taking ownership in decision Identification of market variances in awareness Increase in name recall Increase in those who name TC as resource

“Our success is the result of all of us working together as a team on a common mission – to achieve the vision of being the best hospice provider in the state.”

- TC CEO

“Our success is the result of all of us working together as a team on a common mission – to achieve the vision of being the best hospice provider in the state.”

- TC CEO

Marc Paulenich | Teach For AmericaMarc Paulenich | Teach For America

A national corps of top college graduates who commit to teach for at least two years in low-income communities and become lifelong leaders in the effort to expand educational opportunity.

By the numbers:•Founded in 1990•35,000+ applications in 2008•7,300 corps members•100 school districts in 27 states•14,000+ alumni

By the numbers:•Founded in 1990•35,000+ applications in 2008•7,300 corps members•100 school districts in 27 states•14,000+ alumni

Insights: part of our DNA

Disciplined Thought: We think critically and strategically in search of the best answers and approaches, reflect on past experiences and data to draw lessons for the future, and make choices that are deeply rooted in our mission.

Insights – an organizational necessity

Why the emphasis?• Need for marketing efficiency• Changing U.S. demographics • Intense competition for talent, private donations• Growing power of word-of-mouth• Product/service improvement and innovation• Changing societal and economic trends• Marketing transition from exposure to dialogue

The consumer-driven mindset

Integrating voice of the consumer into business:For all strategic decisions – not just marketingMore than “getting and testing ideas”Is a continuous, cyclical process

Entrepreneurs & insights

Of critical importance – using insights to:Create customer equity within the organizationMonitor/optimize the brand experience Translate technical benefits into consumer benefitsBuild advocacy among audiences

Entrepreneurs & insights

The good news:You have more tools at your disposal than you think Information is more readily available than ever beforeCustomer intimacy isn’t always expensive

Use feedback as a pipeline for innovation

Build a customer community

Concept: Create an advisory board of consumers to provide ongoing feedback

Complements traditional research and promotes:Co-creationCollaborationConnection

Particularly helpful for difficult-to-research audiences, B2B firms as well

Self-developed panels of more than 750,000 teens and moms

Participate in decisions such as:Choosing background music for commercialsCo-developing marketing messages and taglinesPicking models for marketing materials

Merge research with word-of-mouth

Old view

New view

Idea: Leverage consumer involvement in research as a means to grow online advocacy among social media.

Case in point: Fiesta Movement

Engage and understand key influencers

Not all customers are equalEstimates: 1 in 10 consumers influence the decisions made by

the other 9Understand who they are – and what they are saying about

your brand

Director taps into loyal fan community during pre-production for input

Fans make decisions related to character design, plot

Dissenters reduced; pre-film buzz spikes online

Case in point

Utilizes Net Promoter Score to measure brand advocacy, satisfaction and loyaltyAsks a single question (likelihood to recommend) on a

scale of 0 to 10. % Promoters (9s and 10s) are subtracted from Detractors (0s through 6s)

Research suggests is more predictive of growth than any other metric in most industries

9’s and 10’s = 80% of positive word-of-mouthSimple method for gauging the commitment of those

involved in our movement

Don’t just look outside the organization

If you can’t talk to your customer, talk to those closest to them

Front-line employees are in the best position to speak to consumer needs, motivations and barriers

Other purposes:- Engagement and buy-in- Assessing brand delivery- Cross-functional dialogue- Stimulating creativity

Blue Shirt NationBlue Shirt Nation Internal social network for employees to voice complaints Internal social network for employees to voice complaints

about policy, make suggestions, optimize operationsabout policy, make suggestions, optimize operationsProvides a pipeline for internal innovation and employee Provides a pipeline for internal innovation and employee

participationparticipation

TagTradeTagTradePortal creates faux company “stock market” where Portal creates faux company “stock market” where

employees are given $1 million to invest in projects, employees are given $1 million to invest in projects, products and strategiesproducts and strategies

Community rightly forecasts new GeekSquad offering at -Community rightly forecasts new GeekSquad offering at -33% than management team, prompting further 33% than management team, prompting further investmentinvestment

Get out of the laboratory

Observe your customer in a more natural context, where they live, while they shop or while using the product

Particularly useful when exploring a new market or when there is little existing understanding

Case in point

Twice annually, marketing team members sit in on recruiter-student conversations

Results:Grounds team members in the reality of student

conversationsCreates understanding deeper than a spreadsheetProvides clarity around utility of communications

Parting Thoughts

If marketing today is about community and conversation, then shouldn’t our research methods reflect that?

Balance polling with participation; external with internal; the top-down with the bottom-up

Integrating the voice of the consumer into the organization is not easily achieved – it represents a seismic cultural shift

“The aim of marketing is to know and understand the consumer so well that the product sells itself.”

-Peter Drucker

“The aim of marketing is to know and understand the consumer so well that the product sells itself.”

-Peter Drucker

Questions & AnswersQuestions & Answers

Thank you.Thank you.