Lori anderson
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Lori anderson
- 1. Mobile Insider Summit Mobile CPG: Engaging the Consumer Across the Path to Loyalty April 29, 2015
- 2. Who is WhiteWave Foods? WhiteWave Foods is the fastest growing food company in the US, with brand digital communities over 3MM members strong.
- 4. 84% of all shoppers use ZMOT sources in the path to purchase 64% of U.S. adults own a smartphone
- 5. Old Faithful: The Linear Path to Purchase
- 6. New Path to Loyalty ADVOCACY Share Their Story ENGAGE with Product, service, or experience Consideration CONSUMER DISCOVER Awareness of need Trigger to Purchase EXPLORE Consideration Store/Channel Choice Intent BUY Decision
- 7. Digital Touchpoints Dominate the Path to Loyalty
- 8. Shoppers Seek Relevant Information Before & During their Shopping Trips 84% of shoppers: report using digital for shopping-related activities before or during their most recent trip to a store.1 75% of consumers: say product info on digital channels influences their shopping behavior and brand loyalty.1 60% of retail sales: will take place on or be influenced by digital platforms by 2017.2 60% of Millennials: say social media advertising influences them the most in how they perceive and value a brand.3 25% of shoppers: look at online circulars to decide where to shop.4 Sources: 1. Deloitte The New Digital Divide report April 2014, 2. Ad Age Omnichannel Retailing report September 2014., 3. Adroit Digital study January 2014 4. Kantar Retail ShopperScape®
- 9. Source: Kantar / Mobile Impact on Purchase 2/26/14 2014 Top Uses of Mobile Devices 2014
- 10. WhiteWave Way
- 12. Get to Know Her ENTHUSIASTS (19%) • Female • Middle aged and some younger (18-64) • More likely to have children • 69% white • High school and some college • 50k or less HH income • Brand loyal and more likely to buy w/ coupon Interests/Descriptors • Comfort • Sharing goodness and finding good experiences • Active participant • Optimistic but looking for inspiration/reassurance • Looks for flavor, enjoys food Digital Segment • Prefers mobile and uses for information and entertainment • More likely to be active on Facebook and Pinterest via mobile app • More likely to Like, Pin, and Share. • More likely to play app games on mobile • More likely to visit sites like Netflix for entertainment on laptop or computer • Interested in “Life Hacks” / coupons (anything to make life more simple/easy • More likely to make impulsive buys influenced by media • Actively searching for “interesting” content via mobile Special Notes A sub-segment described as Millennial Moms fits within this category. They are 30% more likely to “Like” or recommend products and re-tweet or re-pin products online. Amongst their peers they are also viewed as a frequent source for advice - making them great brand advocates. MY STORY My life is a wonderful story filled with goodness and I can never get enough of it. I enjoy finding and sharing that goodness whether its inspirational tidbits, wonderful and happy news in the world, or the latest and greatest treat/meal. On the internet I love being a connected part of my my family, my friends, and my community at large. I’m a bit of a romantic and my smiles might come from the fact that my inner child still comes out from time to time. I love things that make your day easier, whether its a smile or helpful information and I don’t hesitate to share. My hobby is making and collecting memories. Animal Rights Vegans& Healthy Living Mom Bloggers Foodies Fitness Enthusiasts Unbranded almondmilk discussions have the greatestdensity of conversationcompared to otherPBB’s, suggesting a focused and engaged networkof discussion.
- 13. Seasons of Mom Valentines Day (2 weeks) Super Bowl (2 weeks) St. Patrick’s Day (2 weeks) Easter (6 weeks) Summer (7 weeks) Mother’s Day (3 weeks) End of School (4 weeks) Father’s Day (2 weeks) 4th of July (2 weeks) Back to School (6-8 weeks) Labor Day (1-2 weeks) Halloween (4 weeks) Holidays Thanksgiving & Christmas (8-10 weeks) New Years Eve (1 week) Unwind Rejuvenate Let Loose Routine Stressful Excitement Her Mindset
- 14. The UX Trifecta 14 Mobile Social Usability 53% Traffic to Brand Sites is Mobile + Tablet Profile Completion Increased 12% to 91%
- 15. ADVOCACY Share Their Story ENGAGE CONSUMER DISCOVER EXPLORE BUY WOM Social Networks Refer A Friend Ratings and Reviews Product Sharing Advocate Programs eCRM
- 16. Advocacy Drive Results 92% Consumers Trust Consumer Reviews more than Brand Advertising2 12x of Consumers Trust Earned Media above all other Advertising1 1 Nielsen, 2012. 2 eMarketer, 2010. More Sales 73% Lift in Conversion rate WHEN ENGAGING WITH REVIEWS (across 5 Food & Beverage clients) More Trust More Repeat +37% Retention Rate Consumers Referred by Other Consumers More Repeat +37% Retention Rate Consumers Referred by Other Consumers
- 18. Surprise Loyal Consumers 99% CTR INVITATION 6 Hours Offer Claimed 94% CTR SURVEY Positive Sentiment TASTE + CREAMINESS
- 19. Fans Invite Friends to Try Almondmilk Image from campaign Image from campaign 60K Entries 25K Coupons Claimed Sign Up FB invite Custom Landing Page
- 20. Shopper Advocacy 41K WW Agents 24K Product Reviews 7.4MM Total Reach Benchmarks: Purchase Intent +38 Likelihood to Recommend (NPS) +58
- 21. Ratings and Review Syndication
- 22. ADVOCACY ENGAGE CONSUMER DISCOVER EXPLORE Consideration Store/Channel Choice Intent BUY Awareness Paid Media Search WOM Ratings & Reviews Influencers Social Networks Content FSI PR
- 23. WhiteWave Mobile 62% Search Traffic is Mobile 92% Paid Social is Mobile 13% WW 2015 Digital Campaigns* *does not include search and social
- 24. 51% Awareness Lift vs. 15% Benchmark 50% Awareness Lift vs. 13% Benchmark WW Mobile is Effective
- 27. Try New Products 28k+ Registrations 16K CRM Opt Ins 70% of coupons claimed by new users Claimed in > 8 hours
- 28. Digital Coupons Retailer Digital Loyalty Apps Sampling eCommerce ADVOCACY ENGAGE CONSUMER DISCOVER EXPLORE BUY
- 29. Mobile Shopper
- 31. Content Excellence BLOGGER’S SITE BRAND SITE Publishing ADVERTISING Monitoring SHOPPER Optimization CRM PROCESS CONTENT DISTRIBUTION Integrated Planning Calendar Brief Production/Curation SOCIAL PLATFORMS
- 32. CRM
- 33. Delightful Gaming 370K Games Played 54% New Session on Mobile 6:22 Avg. Game Session 4:42 Mobile
- 34. Premium Influencer Programs 132 Influential Millennial Lifestyle Bloggers BLOG NICHES: Lifestyle, Food, Moms TOPICS: Summer Activities Cool Treats Iced Coffee Moments
- 35. Blogger Buzz Continues to Grow Reach 163K Engagement 17K EMV $143K Reach 954K Engagement 166K EMV $1MM 1 Month 6 Months
- 36. Community Engagement “Thank you @indelight for my prize package! I shared the coffee with my neighbor for signing for it!” – @Hollie_Hood
- 37. Measuring Success • Earned Media Value • Campaign KPIs • Coupon Redemption • Sales Lift • Social Buzz MMM • CRM ROI • Purchase Intent NPS • Match Market Testing
- 38. Challenges Measurement Resources Consistency Across Channels Scaling 1:1 Silos Agility
Notas do Editor
- What we will be talking about - session and roundtable intro Thank you to organizers and for attendees on the last morning Always Great to learn new things, network and realize I’m not alone in my quest. While I’ve got a lot to learn, we’re on the right track. 30 minute Keynote followed by a working Round Table 120 attendees + Live Stream Conversational Keynote or Q&A format Leads into a Roundtable discussion - spark the conversation Mobile CPG: Engaging the Consumer Across the Path to Loyalty What are key triggers across the consumer path to loyalty? The intersection of mobile, social and digital has transformed the traditional path to purchase. Learn how WhiteWave Foods starts with the consumer path to loyalty when integrating digital into their brand marketing mixes. Explore primary challenges and opportunities in paid media planning, content strategy, consistency, measurement and more. Followed by a Round Table Session.
- WhiteWave Foods and Our brands Me and Our Team - I lead our social marketing team for Silk, ID, Horizon, Yulu Work with Consumer Engagement Team - Consumer touch points to deliver high impact marketing programs for our brands Agency relationship(s) Social/digital team - most agile group, young, adaptable, multiple org changes We focus on Content Excellence, Influencer Marketing, Digital Experiences and Community Management/experience, PAID MEDIA
- This is how we roll
- X amount of people have a mobile device in the US http://blog.imaginellc.com/winning-the-b2b-sale-in-the-zero-moment-of-truth-zmot Source: Google/Shopper Sciences, Zero Moment of Macro Study, Apr 2011 18 www.google.com/think/insights
- Linear Path to Purchase Foundational Principles are still relevant Mobile/Digital has changed consumer behavior and the game Connected Consumers Define the No longer linear/traditional sales funnel It's not that there's no more path to purchase at all, but it's certainly no longer primrose. Rather than making a single big decision at a specified time in the funnel, consumers are engaging in “a series of smaller decisions at all times enabled by tablets and smartphones interwoven with the desktop Web,” Talyor says.
- Path to purchase today is really about the unification of all those channels in an effort to follow an individual as they go through the new shopping experience. Key triggers across the path Addition of advocacy and retention to brand loyalty Digital channels allow for 1:1 connection (at scale) and give us the opportunity to build relationships by engaging, rewarding and providing relevant and valuable experiences reaching her where she is, build on her It’s more emotional. Brands need to listen. Be transparent. Empathetic and Relevant. It’s no longer about us. Relevancy is adapatibilty and agility to respond the consumer behavior and needs. The use of digital, mobile and social has dynamically changed consumer lifestyle, information consumption, trust, connection and shopping. At WW we focus on engagement, relevance and advocacy. Goal of WW social: Key priorities - targeting, UX, content excellence, advocacy - impact triggers along discovery, explore, engagement and advocacy - buyin ZMOT description; 65% of all purchase decisions
- 50% in store
- 2014 Connection and Fun Top Mobile Device Use One shopping related use in top four and growing WW optimizes for mobile - social networks, games (paid media in app) and starting new retailer website and mobile app programs *among all shoppers, incidence of use in past six months
- Multi Channel Mobile Approach Define, create, high impact marketing programs and paid media strategy Build cross channel synergies Mobile/Digital part of the marketing mix
- Path to purchase today is really about the unification of all those channels in an effort to follow an individual as they go through the new shopping experience. Key triggers across the path Addition of advocacy and retention to brand loyalty Digital channels allow for 1:1 connection (at scale) and give us the opportunity to build relationships by engaging, rewarding and providing relevant and valuable experiences reaching her where she is, build on her It’s more emotional. Brands need to listen. Be transparent. Empathetic and Relevant. It’s no longer about us. Relevancy is adapatibilty and agility to respond the consumer behavior and needs. The use of digital, mobile and social has dynamically changed consumer lifestyle, information consumption, trust, connection and shopping. At WW we focus on engagement, relevance and advocacy. Goal of WW social: Key priorities - targeting, UX, content excellence, advocacy - impact triggers along discovery, explore, engagement and advocacy - buyin ZMOT description; 65% of all purchase decisions
- WIIFM Digital Profiles Time of Day CRM data base Know here interests and behaviors to meet her where she is with relevant content, offers and experiences Targeting Win - Win relationships Transparency Make all experiences easy and intuitive Seasons of Mom
- Moms are proactive when it comes to thinking about and planning for special events throughout the year. This timeline pinpoints when conversations typically begin. The parenthesis under each special event indicates how long before the event takes place that chatter begins.
- WW websites responsive design, CRM and social content are mobile friendly WW consumers are highly engaged in social - FB connect; refer a friend feature through social Optimized sign up and profile - simple for Maximize conversion Sign-up, profile, coupon, Member Giveaways, Refer-a-Friend, surveys, and emails are all mobile-optimized Mobile Optimized Website and Emails Mobile and Social Optimized login improved from 12% registration to 91% completed profiles WhiteWave emails for all brands follow industry best practices: Responsive design and layout Retina images Imageless usability Rich typography Clear and strong CTAs Content choreography
- ENGAGE LEADS TO ADVOCACY Path to purchase today is really about the unification of all those channels in an effort to follow an individual as they go through the new shopping experience. Key triggers across the path Addition of advocacy and retention to brand loyalty Digital channels allow for 1:1 connection (at scale) and give us the opportunity to build relationships by engaging, rewarding and providing relevant and valuable experiences reaching her where she is, build on her It’s more emotional. Brands need to listen. Be transparent. Empathetic and Relevant. It’s no longer about us. Relevancy is adapatibilty and agility to respond the consumer behavior and needs. The use of digital, mobile and social has dynamically changed consumer lifestyle, information consumption, trust, connection and shopping. At WW we focus on engagement, relevance and advocacy. Goal of WW social: Key priorities - targeting, UX, content excellence, advocacy - impact triggers along discovery, explore, engagement and advocacy - buyin ZMOT description; 65% of all purchase decisions
- REVIEWS BUILD TRUST THROUGH SOCIAL PROOF BUILD E-COMMERCE PLACE ADVOCACY IN THE CONSUMER PATH Only 20% brands use advocate marketing
- Give her something to talk about and the tools to talk about us HER: ENGAGED DIGITAL COMMUNITIES - CRM/SOCIAL; INFLUENCERS, SHOPPERS GIVE THEM SOMETHING TO TALK ABOUT - EXCELLENT EXPERIENCE - PRODUCT, CONTENT, CUSTOMER SERVICE GIVEM THEM THE TOOLS TO SHARE - RATINGS AND REVIEWS, REFER A FRIEND
- VIP Treatment CRM Actionable Data Top 300 most engaged out of 1MM 150 Accepted in less than 12 hours Sent Refrigerated A reason - community management Rolling out to lapsed soymilk users and on ID Iced Coffee
- Leveraged FB messenger to invite friends to try - messenger changed function mid-development Sent message to friends Why they like Almondmilk on a custom landing page Invite them to try Trust friends more
- ACTIONABLE DATA TARGETED ADVOCATES BASED ON SHOPPER DATA DUNHUMBY Measurement and Shopper Data
- CURRENT X AMOUNT OF TOTAL REVIEWS - RECIPES/PRODUCTS/BZZAGENT WALMART R&R ARE A HUGE INITITATIVE
- Path to purchase today is really about the unification of all those channels in an effort to follow an individual as they go through the new shopping experience. Key triggers across the path Addition of advocacy and retention to brand loyalty Digital channels allow for 1:1 connection (at scale) and give us the opportunity to build relationships by engaging, rewarding and providing relevant and valuable experiences reaching her where she is, build on her It’s more emotional. Brands need to listen. Be transparent. Empathetic and Relevant. It’s no longer about us. Relevancy is adapatibilty and agility to respond the consumer behavior and needs. The use of digital, mobile and social has dynamically changed consumer lifestyle, information consumption, trust, connection and shopping. At WW we focus on engagement, relevance and advocacy. Goal of WW social: Key priorities - targeting, UX, content excellence, advocacy - impact triggers along discovery, explore, engagement and advocacy - buyin ZMOT description; 65% of all purchase decisions
- These numbers are all estimated or planned, so nothing is really concrete. Part of it is what you are calling out – since we are looking at more cross-channel programs, it is hard to tease out the spend that goes to Mobile, and a lot of that might end up in our “native” buckets. Also, we do not include the Facebook & Search that we do in mobile as part of our “mobile spending”, which is a little funny admittedly (it’s because FB & Search mobile spending is based on actual user-behavior and auction models, where as we can better plan mobile spending on something like PopSugar). We are constantly seeking to follow the consumer where she is most receptive to our messaging, and where she is highly engaged. As such, mobile is always a consideration in our holistic investment decisions. The internet is increasingly fragmented, consumers are savvy, and newer ad types are required to move the needle *In a November 2014 Salesforce Marketing Cloud study ** http://www.targetmarketingmag.com/blog/mobile-s-impact-consumer-path-purchase
- Horizon Organic 2014 Q3 Single Serve Campaign: Primary KPI: Awareness Single Serve campaign drove a 50.1% lift in Awareness above a 13.0% benchmark (Nielsen CPG Awareness Benchmark) Silk 2015 Q1 Cashew: Primary KPI: Awareness Cashew drove a 50.9% lift in Awareness above a 15.0% benchmark (Silk Awareness Benchmark)
- Path to purchase today is really about the unification of all those channels in an effort to follow an individual as they go through the new shopping experience. Key triggers across the path Addition of advocacy and retention to brand loyalty Digital channels allow for 1:1 connection (at scale) and give us the opportunity to build relationships by engaging, rewarding and providing relevant and valuable experiences reaching her where she is, build on her It’s more emotional. Brands need to listen. Be transparent. Empathetic and Relevant. It’s no longer about us. Relevancy is adapatibilty and agility to respond the consumer behavior and needs. The use of digital, mobile and social has dynamically changed consumer lifestyle, information consumption, trust, connection and shopping. At WW we focus on engagement, relevance and advocacy. Goal of WW social: Key priorities - targeting, UX, content excellence, advocacy - impact triggers along discovery, explore, engagement and advocacy - buyin ZMOT description; 65% of all purchase decisions
- Path to purchase today is really about the unification of all those channels in an effort to follow an individual as they go through the new shopping experience. Key triggers across the path Addition of advocacy and retention to brand loyalty Digital channels allow for 1:1 connection (at scale) and give us the opportunity to build relationships by engaging, rewarding and providing relevant and valuable experiences reaching her where she is, build on her It’s more emotional. Brands need to listen. Be transparent. Empathetic and Relevant. It’s no longer about us. Relevancy is adapatibilty and agility to respond the consumer behavior and needs. The use of digital, mobile and social has dynamically changed consumer lifestyle, information consumption, trust, connection and shopping. At WW we focus on engagement, relevance and advocacy. Goal of WW social: Key priorities - targeting, UX, content excellence, advocacy - impact triggers along discovery, explore, engagement and advocacy - buyin ZMOT description
- I’m a still a sucker for deals/free stuff - as part of the mix if it meets your goals $8 paid media High redemption NOT BUILDING OUR OWN APPS INTEGRATE INTO LOYALTY REWARD SHOPPING PROGRAMS RETAILER SHOPPING APPS e Commerce WHAT: Build integrated loyalty program with Savings Star that incents consumers and builds loyalty by rewarding: Product Purchase Email Opt In (from Savings Star audience) Watching brand videos ECOMMERCE
- Path to purchase today is really about the unification of all those channels in an effort to follow an individual as they go through the new shopping experience. Key triggers across the path Addition of advocacy and retention to brand loyalty Digital channels allow for 1:1 connection (at scale) and give us the opportunity to build relationships by engaging, rewarding and providing relevant and valuable experiences reaching her where she is, build on her It’s more emotional. Brands need to listen. Be transparent. Empathetic and Relevant. It’s no longer about us. Relevancy is adapatibilty and agility to respond the consumer behavior and needs. The use of digital, mobile and social has dynamically changed consumer lifestyle, information consumption, trust, connection and shopping. At WW we focus on engagement, relevance and advocacy. Goal of WW social: Key priorities - targeting, UX, content excellence, advocacy - impact triggers along discovery, explore, engagement and advocacy - buyin ZMOT description; 65% of all purchase decisions
- Digital coupons consistently redeem well above benchmarks coupons.com eCommerce NOT BUILDING OUR OWN APPS INTEGRATE INTO LOYALTY REWARD SHOPPING PROGRAMS RETAILER SHOPPING APPS e Commerce WHAT: Build integrated loyalty program with Savings Star that incents consumers and builds loyalty by rewarding: Product Purchase Email Opt In (from Savings Star audience) Watching brand videos ECOMMERCE
- Sweet Spot Path to purchase today is really about the unification of all those channels in an effort to follow an individual as they go through the new shopping experience. Key triggers across the path Addition of advocacy and retention to brand loyalty Digital channels allow for 1:1 connection (at scale) and give us the opportunity to build relationships by engaging, rewarding and providing relevant and valuable experiences reaching her where she is, build on her It’s more emotional. Brands need to listen. Be transparent. Empathetic and Relevant. It’s no longer about us. Relevancy is adapatibilty and agility to respond the consumer behavior and needs. The use of digital, mobile and social has dynamically changed consumer lifestyle, information consumption, trust, connection and shopping. At WW we focus on engagement, relevance and advocacy. Goal of WW social: Key priorities - targeting, UX, content excellence, advocacy - impact triggers along discovery, explore, engagement and advocacy - buyin ZMOT description; 65% of all purchase decisions
- We design for mobile “Snackable content” Email Social Video
- Member CRM Programs create value and fosters engagement for our members on a monthly basis. Member giveaways for survey Recipe reviews Coupon Offers Engagement Scoring 2x per month communitcation
- 47K entries Mobile Optimized Website and Emails Mobile and Social Optimized login improved from 12% registration to 91% completed profiles WhiteWave emails for all brands follow industry best practices: Responsive design and layout Retina images Imageless usability Rich typography Clear and strong CTAs Content choreography
- Objective: Utilize132 influential lifestyle bloggers to create buzz around International Delight Iced Coffee as a summer must Description: Millennial and lifestyle influencers created content around summer activities, treats, and moments with ID Iced Coffee associating laid back fun with the product and brand. They also helped drive participation to the Tumbler giveaway and Twitter Party. Most viewed blog content: Rachel from Kids Activities Blog received 49,700 views and drove 34,358 clicks with her post on ‘Ten Ice Cube Combinations.’ Campaign Totals: Post Views: 173,200 Clicks: 39,879 Top Pinterest engagement: Averie from Averie Cooks drove 17,000 pins with her recipe for a Lightened Up Cookies and Cream Mocha Milkshake. Campaign Totals: Pinterest Pins/Repins: 78,311 Pinterest Likes: 448
- Proactive Reactive Community Management Brings us back to Advocacy - great experience and engagement leads to advocacy - all roads lead to rome
- Key Messages and Opportunities
- Key Messages and Opportunities
- Connect with me via LinkedIn