1. Consumer Engagement
Ad Tech Tokyo
Sept 09
WWW.F5DC.COM
Gregory.birge@f5dc.com +65 9111 6849

2. The Rise of Consumer Engagement
Rise of
Consumer
Engagement
CRM and
online
Direct Loyalty schemes
Mass marketing
communication
50s and 60s 70s and 80s 90s 2000s 2010s
Rise of products, brands Rise of direct marketing Rise of loyalty programs Notion of Consumer Endorsement and
and communication centric and evolution of enhancement of brands by
dynamic interaction consumers
Media centric Segmentation, 4Ps Systems, database, Customer relationship NPS centric
analysis
© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM

3. Consumer Engagement : give control
Create a unique relationship with consumers based on trust where consumer decide and
choose his own way in a controlled airspace
BRANDS CONSUMERS
 Asset creation  Fly his own plane with his own way
 Product manufacturing  Decide about his way among brands
 Communication setup  Ask for more information (contact the tower control)
 Give control to the consumer  Rely on the brand for guidance if needed
© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM

4. Our job is to
spot the
consumer
among the
innovations
© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM

5. 2010 engagement paradigm
Consumer is
the center of
the Strategy
Strategy is
the center of
the Tactics
Tactics is the
center of the
innovation
© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM

6. 10 rules for a successful engagement
1) Be real, do not lye 6) Develop cross media tactics
2) Accept consumer critics 7) Focus on consumer real needs
3) Answer consumer questions 8) Adapt your message to the chosen media
4) Do not be silent 9) Test new things
5) Stop the PUSH only media 10) Learn from your customers
© F5DC 2009, all rights limited, reproduction forbidden without approval WWW.F5DC.COM

7. Engagement planning process
Strategy Concept Tactics Creative Measure Next
Evaluate consumer and brand needs Map all tactics and creative with objective How to maintain the relation ?
Define contact points Answer the questions : Why and How ?
 Understand the company strategy Content  Answer when consumer engages
 Define the engagement concept  Content is the most critical part  Do not spam
 Create a contact strategy / audience  Update and maintenance of the content  Re contact for Xpromo if agreed
 Integrate the elements in global plan  Style and technical details in line with planning  Learning of engagement
 Define an timed implementation plan
Promotion
 Allocate resource to manage dialog
 Promotion of the respective tactic
 Ensure communication goes two ways
 How consumer will know about it ?
 Why will they be interested ?
 Will they forward it to friend ?
 Will they engage the brand ?
© F5DC 2009, all rights limited, reproduction forbidden without approval

8. Engagement campaign example : Philips
Engagement Retention Conversion
Misconception engagement Philips.com campaign site Roadshow
Music engagement
Philips catalog product Communities
Personal account
Confidential F5 for Philips online team, July 09

9. THANKS
WWW.F5DC.COM
Gregory.birge@f5dc.com +65 9111 6849