Download pptx - Keynote: Lead the Dynamic Customer Journey (Healthcare & Wellness)

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Digital Blue Conference (Healthcare Audience)March 2, 2012

Jeremiah OwyangIndustry Analyst and Partner

Strategy: Lead the Dynamic Customer Journey

© 2012 Altimeter Group

This is a keynote for the Digital Blue conference in Miami, with an audience of Health Insurance Digital Marketers.

Learn more about the conference at their website

I’ve added this slide after the conference to provide context for those viewing online.

Speaker Note:2

http://digitalblueconference.com/


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The American auto industry was on the verge of collapse


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Until they embraced the needs of their evolving customers. Now

Ford’s stock has grown over 500% since it’s low in 2008.

© 2012 Altimeter Group© 2012 Altimeter Group

Connecting with the Dynamic Customer makes our job more

difficult


1. How the customer journey has become Dynamic

2. How savvy companies have started to innovate

3. Framework: Integrate Paid Owned Earned

4. Fitting it Together: Case Study

5. Final Thoughts

Agenda6


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US smartphone adoption is growing steadily

Source: comScore Social Media Matrix, December 2011

Over 80% of the world’s online population uses social media

Source: Social Media Around the World 2011, InSites Consulting

It’s not just about our friends…Q : People become a member of social networks because they want to stay in touch with friends, family, etc. and/or because they like to play games. Besides the more general reasons, what else has driven you to become a member of the following social networks?

N Europe = 5613 / F = If member of social network(s)

...to get to know things about (new) products / brands

...to come in contact with brands / companies

...to stimulate my career

...to find other users of a certain brand / product

...to find promotions of a certain brand / product

...to become a famous person

...to become an opinion leader

Source: Ask Your Target Market, Base=2000 US Internet Users, 2011

Relationships with brands are changing


Blockbuster ignored DVDs-by-mail, to their peril11

Blockbuster filed for bankruptcy after accumulating over $900M in debt and has closed over half of

their retail locations.


Similarly, Borders failed to adapt their business model to compete with Amazon

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NOW IS TOO LATE! Customer expectations are rising to new levels. Everything needs to be personalized, cheaper and they want it 10 minutes ago.

CHANGE MEDIUMS! Mediums and Channels are changing quicker than businesses can keep up, so focusing on quality content and relationships is the anchor to weather this storm.

MORE SOURCES! Friends and family have more influence than ever online, especially with the rise of online reviews and referrals.

Why the Customer Journey is Dynamic13






5. Final Thoughts

Agenda14


As a result, we’re seeing companies innovate to respond to the changes in customer behavior


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H&R Block’s BlockTalk blog shares tax stories, news, advice— with a social twist

• Intergrated with all social channels• Active social ticker/ feed • Homepage carousel has the # of comments for each entry• Showcases most popular content and recent comments • Viral friendly content (infographics, top 10s, etc.) • Embed codes easily available • Employee-authored by ”the professionals who do this

everyday”


H&R Block app answers tax FAQs17

The H&R Block app provides answers to frequently asked questions and a glossary for tax terms. It also estimates expected returns based

on basic information.


Mayo Clinic endorses an open policy, is responsive in the community

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Mayo Clinic connects people with similar health concerns and experiences

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The Mayo Clinic Connect community posts blog articles

multiple times daily. There are 66 discussion categories on the forum, and new topics are posted multiple times a

day.


Fitbit and Nike+ change the way people monitor their personal health

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Cake Health helps people manage their healthcare and save money at the same time

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CareZone gives caretakers a productivity tool to manage the people who depend on them

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5. Final Thoughts

Agenda23


How can a company adapt when customers are dynamic?


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Integrating Paid, Owned and Earned Media


The Customer Hourglass looks at the entire experience26


The Dynamic Customer Journey requires an integrated approach

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Integrating Awareness28


Virgin America’s promoted tweet lead to one of their top five sales days ever

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Virgin America partnered with Stand Up To Cancer to launch a one-day

flash sale exclusively on Twitter called the Fly Forward, Give Back

campaign and used a promoted trend to amplify the campaign.


AMEX OPEN Forum serves the small business community

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OPEN aggregates content from leading content producers to

provide a world-class experience in small business

education. There are new posts daily, and the Facebook page

has ~200K likes.


HBO Connect aggregates social conversations on microsite

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HBO Connect visually reflects the social buzz

around network programming, allowing viewers to see latest

tweets and join the most relevant conversations

on both Twitter and Facebook.


Stand out in this phase by integrating paid, earned, and owned. Move the customer through the story journey.

Try engaging, rather than shouting. Involve dialog with the lifestyle and workstyle of prospects --not just a brand push.

As mobile, location, and social data collide, new forms of targeting called "Social Context" will emerge --but for now, technologies are primitive.

Insights at Awareness32


Integrating Consideration33


Sponsored blog posts tap into existing networks34

Izea, the website that brokered this sponsored

post by Chris Brogan, has over 35,000 advertisers

registered for their program, including many Fortune 500

brands.


Progressive encourages customers to compare their rates35


Zuberance helps Chili’s tap into their advocates36

Chili’s worked with Zuberance to identify

880,000 advocates who wrote 114,000 reviews and

generated 50 million influence impressions.


Empowered customers compare alternatives online – especially for high consideration purchases.

Advocates are an important resource to leverage in your strategy, but it is important to not ask too much of them.

Companies with commodity products must differentiate by using innovation and services.

Insights for Consideration Phase37


Integrating Intent38


Groupon is changing the way people shop online39

Many uninusred customers are turning to Groupon to meet their medical needs instead of comprehensive

coverage plans.


Gatorade monitors conversations from a dedicated room

Gatorade’s Social Media Command Center is a

“war room for monitoring the brand in real-time across social media.”


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Customers who read Epson reviews show higher consideration and conversion

Visitors who interacted with reviews on store pages were also 67%

more likely to convert to purchase than visitors who

did not interact with reviews. These visitors also had a 25% higher average order value.


SAP features customer success stories and comments on solution marketplace EcoHub

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SAP prospects can learn about partners

and solutions, as well as read customer

success stories and peer ratings and

comments.


Levi’s incorporates the “Like” button43

Shoppers can “Like” and post comments about products

straight to their Facebook wall


Levi’s incorporates the “Like” button44

Customers see an instant shopping cart based on previous friend’s “Likes”


Online reviews are effective and scalable, learn to distribute reviews onto multiple platforms, increasing the reach of the crowd.

There’s a balance between context and privacy. Understand the new ‘social contract’ by setting expectations with customers how you will use their data.

To reach the dynamic customer, companies should deploy intention strategies across multiple mediums including phone, web, mobile, and kiosk.

Insights at Intention Phase45






5. Final Thoughts

Agenda46


Fitting it all together…


Esurance promotes partnership with Allstate in their latest commercial

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They blogged about the commercial and partnership49


The commercial also directed people to their Facebook page, where they feature testimonials

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5. Final Thoughts

Agenda51


With more data available than ever before we can accelerate customers through the funnel faster than ever before.

Develop a strategy across mediums, today’s customer is dynamic. Develop a story that spans all phases of the funnel, and across all mediums.

Conduct ongoing research as the customer moving quickly.

Use the Customer Funnel and fill in all the gaps across Paid, Owned, and Earned.

Key Takeaways52


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Email me at [email protected] for

slides

Research Team

Jeremiah Owyang

Zak Kirchner

mailto:[email protected]


The Dynamic Customer Journey requires an integrated approach

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