Chris Morden of Ford of Canada at MIXX Canada on March 20, 2014.

1. Media Consumption and
Effective Activation
Chris Morden
Ford of Canada
1

2. 2
THE TIRE KICKING ERA WAS PUSH
MEDIA DEPENDENT WITH A HEAVY
RELIANCE ON RETAIL ENGAGEMENT

3. 3
44% Consumers have their
mind made up before
visiting the dealership
WE HAVE MOVED FROM TIRE
KICKING TO MOUSE CLICKING.
CONSUMERS ARE ARRIVING
INFORMED WITH A PRODUCT IN
MIND

4. THEY’RE NOT IN OUR FUNNEL…
Auto consumers have 24 research
touch points on average

5. 5
72% of search sessions
involve cross shopping
TIME TO GET OUT OF YOUR BRAND
FUNNEL AND INTO THE CONSUMERS
JOURNEY

6. 6
WITH THE EVOLUTION OF MEDIA AND
CONSUMPTION, WE NO LONGER HAVE
A CAPTIVE AUDIENCE.

7. 7
Mobile research has
increased 35% YOY
IT’S NO LONGER ABOUT US,
IT’S ABOUT THE USER

8. 8
PREDICTING THE FUTURE AND BUILDING A
PLAN TO BE INFRONT OF THE CONSUMER
HAS NEVER BEEN MORE DIFFICULT

9. 9
WHAT IS IT?
WHAT DOES IT LOOK LIKE ?

10. 10
HOW DOES A BRAND KEEP UP
WITH THE EVER EVOLVING
DIGITAL CONSUMER

11. 11
MODERN BRANDS ARE DEFINED
BY WHAT THEY DO TO ENGAGE
AND INTERACT WITH THE
CONSUMER EVERYDAY.

12. 12
DIGITAL NORTH STAR
A VISION BUILT TO CHALLENGE THE
ORDINARY AND ALLOW US TO BE AGILE
AND ADAPTIVE

13. 13
DELIVER
GIVE THE CONSUMER WHAT THEY WANT,
WHEN THEY WANT IT, WHERE THEY WANT IT

14. 14
AUTHENTICITY
BE TRUE TO THE CONSUMER AND
THE BRAND

15. 15
DELIGHT
BREAK THROUGH AND
EXCEED EXPECTATIONS

16. 16
INSIGHT
CONTINUALLY OPTIMIZE OUR
INTELLIGENCE TO CONNECT WITH
THE CUSTOMER IN A SMARTER WAY

17. 2012 2013 2014
INCREASE
FANS
ENGAGED
FANS
HIGHLY ENGAGED
ADVOCATES
Facebook algorithm
change
Snapchat & Vine
launch
Reliance on paid
FACEBOOK
3 YEAR PLAN

18. PROACTIVE REACTIVE
RELEVANCY

19. 19
TEAM ACTIVATION
INITIATED WITHIN THE ORGANIZATION
AND EXTENDS OUTWARD, COVERING
THE ENTIRE VALUE CHAIN

20. 20
INTERNAL ACTIVATION
ADJUST STRUCTURE, MANAGEMENT PROCESSES
AND LEADERSHIP BEHAVIOURS, MOVING THE
KEY ORGANIZATIONAL ALIGNMENT LEVERS THAT
AFFECT INTERNAL CULTURE AND CAPABILITIES

21. 21
PARTNER ACTIVATION
LEVERAGE A ONE TEAM, ONE PLAN, ONE GOAL
STRATEGY, TO CONTINUALLY CHALLENGE AND
PURSUE INTEGRATION ACROSS ALL CONTENT,
MEDIA AND INSIGHTS TO DELIVER ON
CONSUMER EXPECTATIONS

22. 22
CONSUMER ACTIVATION
LEVERAGING THE PRINCIPLES OF THE NORTH STAR TO
DELIVER AUTHENTIC CONTENT THAT BREAKS THROUGH
AND REACHES THE CONSUMER WHERE THEY LIVE

23. 23
APPLYING THE NORTH STAR
APPROACH TO #IN24 INCREASED:
Favourability by 55%
Brand Attributes by 70%
Purchase Consideration by 60%

24. 24
USERS ACTIVATE THE BRAND
BUILDING AN EMOTIONAL
CONNECTION AND ADVOCATING

25. 25
FIND YOUR PLAN, YOUR GUIDE,
YOUR NORTH STAR THAT WILL
ENGAGE, CAPTURE AND ACTIVATE

26. 26
WHAT DOES YOUR MODERN
BRAND LOOK LIKE?