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.$$5.$$


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$


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.


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.


Two parts to knowhow

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Know How

Ability to do it

Context Facts

Visualization Reminders

Timing

Steps


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

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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

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gostonemantel.com

THANK YOU

[email protected]

Marketing

Know Your Digital Consumer :: Summer Camp 2014 and The 2014 Digital Consumer Collaborative