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

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BRA

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’S

GO

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BRA

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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

THANK YOU GRACIAS

OBRIGADO DANKE

BR.LINKEDIN.COM/IN/XMAMAX/