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What Are Your Customers Really Worth?
© 2012 IBM Corpora.on
Brian Fetherstonhaugh Chairman & CEO
OgilvyOne Worldwide
Which Customer Is More Valuable? Linda: $33.18 Jennifer: $25.63
© 2012 IBM Corpora.on
Which Customer Is More Valuable? Linda: Jennifer:
“Brand switcher”
Low social media influence
Unwilling to collaborate
© 2012 IBM Corpora.on
Which Customer Is More Valuable? Linda: Jennifer:
Repeat purchaser
“Mommy blogger” with 1,500 followers
Willing to co-‐create with Brands
“Brand switcher”
Low social media influence
Unwilling to collaborate
© 2012 IBM Corpora.on
Which Customer Is More Valuable? Linda: $ 68.83 Jennifer: $2,036.67
Repeat purchaser
“Mommy blogger” with 1,500 followers
Willing to co-‐create with Brands
“Brand switcher”
Low social media influence
Unwilling to collaborate
© 2012 IBM Corpora.on
Q: How do I Find and Drive the Full Value?
© 2012 IBM Corpora.on
Think Total Customer Contribu.on
#1:
TRANSACTION
COLLABORATION
ADVOCACY
LIFETIME
Transac.on x Frequency x Tenure Life.me Value
Influence on purchases of others Advocacy
Willing to work with Marketer Collabora.on
$’s for specific purchase Transac.on Value
Total Customer Contribu.on
© 2012 IBM Corpora.on
Which Customer Is More Valuable? Linda: $68.83 Jennifer: $2,036.67
LT Transac.ons 2 for total $68.83
Advocacy : $0
Collabora.on : $ 0
© 2012 IBM Corpora.on
Which Customer Is More Valuable? Linda: $68.83 Jennifer: $2,036.67
Life.me purchases :8 for total $ 203.34
Advocacy : 33 Influenced
purchases totaling $ 833.33
Product/research insights worth over $1,000
LT Transac.ons 2 for total $68.83
Advocacy : $0
Collabora.on : $ 0
© 2012 IBM Corpora.on
Think Total Customer Contribu.on
#1:
TRANSACTION
COLLABORATION
ADVOCACY
LIFETIME
Map the Customer Journey to Find the Value
THE CUSTOMER JOURNEY
#2:
Nestle Infant Nutri8on
“I want to do what’s best for
my baby”
Choose your ‘Persona’ Segments
“I want my baby to be OK and I hope I’ll be
prepared for the birth”
“I want my likle baby boy to be happy &
healthy” “My baby is my life”
“Trying to find the harmony between my
professional and personal life”
Petra Müller 29 years old (4 months pregnant) Married Munich, Germany HR manager Not member SHSH
Delphine Leclerc 30 years old (baby 4 months) Married – Lyon, France Employed, back to work Double income Member SHSH
Gabi Unger 32 years old (baby 8 months) In a long-‐term rela.onship Berlin, Germany Former teacher Not member SHSH
Petra Müller 32 years old (baby 17 months) Married Strasbourg, France Works in PR at Parliament Member SHSH &Blediclub
Mapping Out Mom’s Journey
Leverage the Ecosystem of Touchpoints
Friends &Family
Social Search&Blogs
Social Media Websites
E-‐Commerce
Store
Nestlé Bebe: iPhone App
Direct to Consumer eCommerce
Nestle: The Next Chapter
Trigger: New branch office New big ini.a.ve . Vendor failure
Experts
Specialists
Peers
Purchase
Implementa8on & Training
Vendor Demos
Internet Research
Digital Experts & Peers
Advocate & Influence Peers
Professional Discourse
Search & Social Media
Digital Lead Genera8on
Social Media
Lead Nurturing
Social Media
B2B Journey
Works for B2B also . . .
Unlock customer value
CUSTOMER EXPERIENCE
REWARDS
BEHAVIORAL ECONOMICS
#3:
Some journeys change mankind forever
BEHAVIORAL ECONOMICS
THE $300 MILLION BUTTON
Behavioral Economics
REWARDS
USER ACTIVITY MARKETER BENEFIT REWARD
LOGIN VIA FACEBOOK PERSONAL DATA +20
E-‐MAIL PERMISSION COST + SPEED +130
SHARING SHORTLISTS VIA SOCIAL EARNED MEDIA +50
CONTRIBUTE REVIEW USER GENERATED CONTENT +50
BOOKING CONVERSIONS +100
SIGNING UP FOR LOYALTY PLAN ACQUISITION +100
Real.me Rewards – Travel Marketer
digital body language digital body language
Learn to read #4:
digital body language
LOCATION
SITES
CONVERSATIONS
SEARCHES
LOCATION
SEARCHES
SITES
CONVERSATIONS
purchase intent
Search Is Done Early, and Used Strategically
What is the volume of searches?
What topics are being searched?
What exact vocabulary do consumers use?
What share of searches do you and compe.tors own?
Consumer Intent Modeling
Selected findings: ■ The #1 topic area is Pregnancy (38%)
■ “Breast feeding” is two words, not one
■ Consumers use the keyword “Baby” instead of “Infant”
Possible Features & Content Food diary (tracker) Growth curves Milk comparison First .me Mum Guide Integrated Feeding Plan Brand campaign Healthy start ac.vi.es Baby rou.ne handbook Recipe content Baby reader / translator eLoyalty Mums panel
Baby finger food Finger food Healthy family ea.ng Healthy diet for toddler Toddler picky eater
Her Search Terms
Using the Language of our Audience
IBM Uses Video to Convert Search into Demand
Search Insights Content as Digital Bait Custom Landing Experience
Results :
* Dominate search
* High click-‐through
* Engagement > Banners
Low E:R
“Always On”
Act with disciplined agility
#5:
Wheee!
Wow!
Yaaay!
CREATING THE STAIRWAY TO HEAVEN
START HERE
TIME
• Ambi.on
• Customer Journey
• Plazorm Choices
PILOT TEST #1
ADD TEST #2
OPTIMIZE #1
ADD TEST #3
OPTIMIZE #1, 2
ADD TEST #4
OPTIMIZE #1, 2, 3
PHASE 1 PHASE 2 PHASE 3 PHASE 4
Start Now…
1. Calculate Total Customer Value for one segment 2. Map out the Customer Journey
3. Audit how well you deploy the Three Drivers 4. Post a 3-‐minute video on YouTube
5. Create your 2012-‐2013 Stairway to Heaven
WHEREWILL YOU LEAD US?
