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
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
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%
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
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
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
