Open Innovation & Performance Management

Rosenstr. 18
10178 Berlin
TEL +49 (0)30 2787 600 FAX +49 (0)30 2787 6066
www.td-berlin.com
info@td-berlin.com
Open Innovation & Performance Management
Vortrag
Prof. Dr. Marc Drüner
Stuttgart, 19.08.2013

info@td-berlin.com - 2
Agenda
1. trommsdorff + drüner: who we are…
2. Some central beliefs
3. People´s Car Project: von den Chinesen abkupfern
4. Performance Management bei Coke: auf der Suche
nach dem „Marketing ROI“

MANAGEMENT CONSULTING WITH FOCUS ON INNOVATION MARKETING
90 EMPLOYEES; OFFICES IN BERLIN AND BEIJING
AGENCY OF TROMMSDORFF + DRÜNER
SPECIALIZED IN SOCIAL MEDIA,
APPLICATIONS AND ENTERPRISE 2.0
SCIENTIFIC EXPERTISE SUBSTANTIATED THROUGH
CLOSE COLLABORATION WITH TWO UNIVERSITY CHAIRS
MANAGEMENT AND DIGITAL MARKETING
CONSULTANCY OF TROMMSDORFF + DRÜNER,
SPECIALIZED ON CHINESE MARKET
COLLABORATION WITH CHAIR OF
MARKETING AT TONGJI UNIVERSITY

CLIENT REFERENCES
CONSULTING INTERNATIONAL BRANDS SINCE 1999

5
PRODUCT PORTFOLIO
INNOVATION IS HAPPENING WHERE FORMERLY SEPARATED SCHOOLS OF THOUGHT
START TO OVERLAP: STRATEGY & INNOVATION, CONSUMER INSIGHTS & NEW DATA
AND SOCIAL MEDIA
SOCIALMEDIA
STRATEGY&INNOVATION
CONSUMER INSIGHTS & NEW DATA
SOCIAL MEDIA MONITORING &
NETNOGRAPHIC IDEATION
TREND MANAGEMENT &
FORESIGHT
INNOVATION &
MARKET RESEARCH
OPEN INNOVATION &
CUSTOMER INTEGRATION
APPLICATION & PLATFORM
DEVELOPMENT
DIGITAL PERFORMANCE
MANAGEMENT
DIGITAL SHOPPER
MARKETING
SOCIAL MEDIA
GOVERNANCE
SOCIAL MEDIA MARKETING &
COMMUNITY MANAGEMENT
INNOVATION LABS &
BUSINESS INCUBATION
DIGITAL STRATEGY &
PLANNING
MOBILE BUSINESS
SOCIAL RECRUITING &
EMPLOYER BRANDING
DIGITAL EDUCATION
SOLUTIONS

glubal.com / HighEd Solutions
(JOINT VENTURE WITH WITH NEUE ZÜRCHER ZEITUNG – NZZ)
DRIVELOG / MOBILITY MEDIA
(JOINT VENTURE WITH ROBERT BOSCH)

“…DATA IS THE OIL OF THE 21ST CENTURY…”
(GARTNER, 2010)

“…TECHNOLOGY IS THE NEW CREATIVE…”
(Technology Strategy Board)

“…MARKETING IS THE NEXT BIG MONEY SECTOR
IN TECHNOLOGY - BY 2017, A CMO WILL SPEND
MORE ON IT THAN THE CIO…”
(Gartner Group, 2012)

Western Social Media widely blocked; Chinese
equivalents rule the market

The Potential of Social Media in China
Germany
14
51,7
356
via mobile
(Mio)
513
Internet Users (Mio)

Social Media in China is dynamic and huge
48.7% of Chinese Internet
users are USING WEIBOS
87% of Chinese Social Media users
have “FRIENDED” OR FOLLOWED
BRANDS
50 MILLION users acces
the facebook clone
renren via MOBILE
PHONE
SNS expected to reach 488
MIO. users BY 2015
Previous leader KAIXIN001
LOST 54% popularity while
newcomer SINA WEIBO
GAINED 85% between
February 2010 to February 2011
58% of Chinese netizens
YOUNGER THAN 30

China has the most complex, fragmented, and
fastest social media landscape
Social Networks
Microblogs
Group Buying
Video

The PCP Universe
tbd
FURTHER ACTIVITIES
EVENTS
KOL / SEED
PCP PLATFORM
VW TOUCHPOINTS
MOBILE APP
OFFLINE AD
DIG. MEDIA AD
ONLINE
OFFLINE
VW TOUCHPOINTS
SOCIAL
NETWORKS
VIDEO
CHANNELS
VERTICAL
S
MICROBLOGS
SOCIAL MEDIA INTEGRATION

A flubber car was placed on the street…
“Wow, a realsize version of PCP! This
concept is cool. They bring an abstract
concept to the ground. When will flubber
cars come to Jinbao Street?”
“I thought they were
concept cars, they went
into mass production
really quick!”
“Why haven’t I heard
about this before?
Weibo is such a
powerful channel. I
really need to find out
about PCP!"

…and spilled over into the online world with a
tremendous speed
Page views and buzz during real size car campaign
20.
Jun
21.
Jun
22.
Jun
23.
Jun
24.
Jun
25.
Jun
26.
Jun
27.
Jun
28.
Jun
29.
Jun
30.
Jun
Page Visits Social Media Buzz
Stunt in
Beijing
10.000
70.000
REAL SIZE FLUBBER CAR STUNT
CommentsForwards
Stunt
•Unify offline and online message and align call
to action
•Connect with the audience before and after the
event

“How does your car look like when
using your star sign?”
Use of Lifestyle topics to activate users …
40,000+ forwards on
Social Media
3,500+ comments by
users on Social
Media
3,000+ created
ideas with Star Sign
topic on platform
WHAT WE DID
Source. Proximity, November 2011

… with users creating star sign cars!
Capricorn
Taurus
Sagittarius
Aries
Leo Libra
Aquarius

And it is also interlinked with a variety of
Volkswagen Channels online
The only branded site which is fully
integrated with all popular Social Networks
in China
Volkswagen Website
PCP Website
Casual Dialogue
Source of Engaging
Content
Brand
Specific
Dialogue
Interest &
Engagement
SocialMedia
PCP/VW
FanPage on
China’s
FacebooksLogin with your social network
account
PCP Weibo
VICO
Weibo &
Product
Specific
Weibo
VW China
Group
Weibo
VW Racing &
SRCup
Weibo

> 11.700
pictures
> 2.800.000
Downloads
And they were more than willing to follow &
engage

2011 2012
DESIGN
PERSONALIZATIO
N
CONNECTIVITY
But how to talk to / interact with customers over a
2 y period ????
ECO/
ENIVRONMENT

Acknowledgement … turn users into stars
Users want to see a reaction from Volkswagen – produce outcomes

KPIs
What can´t be measured can´t be good

29
DIGITAL PERFORMANCE MANAGEMENT
THE Reason Why
Thanks to social & digital media, companies own more information on what consumers
are saying, doing and buying than ever before. However, the bulk of this information is wasted,
since most marketers are unsure how to connect new data to their individual business.
Approach
DPM leverages new data to improve business performance. We automatically integrate digital
and traditional data sources and visualize relevant insights in near real-time. Our online
dashboards and consulting services improve marketing performance in a groundbreaking way.
USPs
Relevance: Our online dashboards focus on those KPIs that are truly relevant to your business.
We bring numbers to life by introducing stakeholder-specific views and systematic benchmarking.
Availability: Monitor marketing success from anywhere, anytime. Access to all relevant data
sources enables you to establish connections across metrics, channels and activities.
Efficiency: The automated aggregation of all business-relevant data sources (Analytics, CRM, Buzz
Tracking, Market Research, Sales) in a single place saves time and money.
Insight: Our consulting services deliver unique insights to improve strategic and operational
decision-making.

30
DIGITAL PERFORMANCE MANAGEMENT
THE DATA-DRIVEN REVOLUTION IS HAPPENING RIGHT NOW.
WE HELP YOU MAKE THE MOST OF IT
FROM TO
NOT KNOWING WHERE YOUR BUDGET GOES TO CONTINUOUS BUDGET IMPROVEMENT
TALKING TO CUSTOMERS TALKING WITH CUSTOMERS
PAID MEDIA CAMPAIGNS SELF SUSTAINING PROGRAMS
UNCERTAIN PLANNING REAL-TIME DECISION MAKING
SOME CHANNELS MANY CHANNELS INTERCONNECTED
DISPERSED COMMUNICATION TARGETED MESSAGING

31
DIGITAL PERFORMANCE MANAGEMENT & LIVE DASHBOARD
ALIGN MULTIPLE DATA SOURCES WITH BUSINESS OBJECTIVES AND INDUSTRY BENCHMARKS TO
GENERATE ACTIONABLE INSIGHTS
ONLINE DASHBOARD FOR LIVE PERFORMANCE MEASUREMENT AND REACTION
vs.
internal
cases
Vs.
Competi
tion
OPINION
MINING
SURVEYS
WEB
ANALYTICS
SOCIAL, SEARCH
DATA
SALES DATA
MEDIA
SPENDING
DATA SOURCES (heterogeneous,
old & new data)
LIVE STEERING WITH
ONLINE DASHBOARD
(e.g. Coca Cola)
ACTIONABLE
STEPS
TO SUCCESS
BUSINESS
OBJEVTIVES
BENCHMARKING
(internal & external )

Background: Key business questions
Can we find out if our
offline campaign is
working?
How are we doing
among our key
demographics?
Is our content relevant
to consumers?
How much does
digital really impact
on my business?
Can we optimize the
campaign while it is still
running?
How can we
leverage mobile?

Begeitung der wesentlichen Kampagnen in den letzten 3 Jahren
v
v
v v
TV
OOH+
Radio
Banners
Microsite
Paid OwnedEarned
Buzz
Search
KOLs
POS

Do we have to choose?
??
OR
TV
ONLINE

No! TV and Online are a great match!
AND
= PERFECT MATCH!
TV
ONLINE

SOCIAL NETWORKING
friends & work
WATCHING TV
multiple screens
88% of tablet
owners and 86%
of smartphones use
their devices while
watching TVNielsen Social TV Aug. 2012
Television
& Internet

SOCIAL NETWORKING
friends & work
WATCHING TV
multiple screens
38% surf on facebookwhilst watching TV

SOCIAL NETWORKING
friends & work
WATCHING TV
multiple screens
Taking this behavior into
account provider develop
parallel
programs
TALKING
ABOUT

Collected key learnings over 2 years
Leverage the digtial POS
Form must follow
function
Facebook drives
engagement
TV drives Twitter OOH drives SearchPositive buzz drives NPS

General overview: Aggregate learnings across campaigns to design and optimize
“liquid and linked” brand plans
v
v
v v
TV
OOH+
Radio
Banners
Microsite
Paid OwnedEarned
Buzz
Search
Near real-time analysis
of TVC popularity
Use predictive targeting
to measure reach and
brand impact
Analyze and optimize
user flow
Connect SEA/SEO to
offline campaigns
Foster KOL
involvement
KOLs
POS
Leverage QR
codes at the POS

There´s no Computer CMO !
EXECUTIVE VIEW BRAND VIEW MC VIEW AGENCY VIEW
>> Technical data integration: API-based and through standardized file uploads (phase for integration) >>
REACH
BRAND IMPACTADVOCACY
ENGAGEMENT
<< Data interpretation and consulting >>
ADD. VIEWS (tbd)
Analytics Buzz Tracking Research TargetingCRM Media
COST EFFICIENCY

Overview Brand Dashboard: Web Analytics, CRM and share of voice at a single glance
ANALYTICSMEDIA
CRM
BUZZ
SURVEY+ SALES
(Q2)
Search

DPM Dashboard: Central hub for data aggregation, reporting and insights (live demo)
Taking KPI management to the next level

The next BIG thing: From passive reporting to active campaign management
DATA MANAGEMENT
KPI ALIGNMENT
LIVE REPORTING
INTERPRETATION
REAL-TIME PLANNING
Behavioral Targeting Real-time bidding

Telco Operator
Select campaign
parameters and targets
Define total invest
Optimize ROI based on
dynamic real-time modeling
Identify ideal channel mix
REAL-TIME ROI MODELING AND PLANNING

Getting Information off the
internet is like taking a
drink from a fire hydrant
Mitchell Kapor (Founder of Lotus Development Corporation, Designer of Lotus 1-2-3, on Board of Directors of Linden Lab,
company which created Second Life)
Big vs Smart Data

Thank you
for your
attention!
Prof. Dr. Marc Drüner
trommsdorff + drüner
innovation + marketing consultants GmbH
Rosenstraße 18
10178 Berlin
Fon +49 (0)30 27876027
Fax +49 (0)30 27876066
Mob +49 (0)151 18440018
marc.druener@td-berlin.com
www.td-berlin.com

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