Pepsi Refresh a total failure or too early to tell?

I recently read an article by Bob Hoffman, The Ad Contrarian, summarizing the results of the Pepsi Refresh project. He concluded that it was a total failure.

‘The Refresh Project accomplished everything a social media program is expected to: Over 80 million votes were registered; almost 3.5 million "likes" on the Pepsi Facebook page; almost 60,000 Twitter followers. The only thing it failed to do was sell Pepsi.

It achieved all the false goals and failed to achieve the only legitimate one.’

He made a very convincing point. But the skeptic in me says ‘Hold on. Dig deeper’. Of course the ultimate objective of all marketing activities is to drive sales. However, there are broadly two types of results: immediate and long term. Pepsi Refresh did indeed fail to deliver on short term financial results. However, don’t underestimate the 80 million votes, 3.5 millions likes and 60,000 Twitter followers just yet! They may eventually deliver your long term financial success.

If you don’t believe me, at least read this Adage article (Of course social media works, if you measure it right). The value of the Refresh program was to acquire new consumers into Pepsi’s community. This is important because consumers opted into targeted advertising. This is important because consumers agreed to let Pepsi to mine their data. Pepsi now knows how old you are, where you live, who your friends are...

However, Pepsi hasn’t hit the jackpot yet. I don’t think we can tell the success or failure of the program just yet. The key to success is what Pepsi are doing with these new contacts. How do Pepsi engage them and guide them further along the purchase funnel? Turning acquired fans into advocates and sales is the holy grail.

Success or failure? Only time will tell.

What is an engagement calendar? Piecing things together.





Part 2 is about mapping your engagement ideas against the engagement calendar. Well, at least in theory.

Spike engagement ideas are the big bangs, the buzz-generating-PR-type of stunts. This is where you can gain the most by mapping against your engagement calendar. You can release a piece of cool content, but wouldn’t it be better if you release the right content at the right time. Hello, synergy! These spikes should be planned around events.

Spikes should contribute to your overall engaged consumer base. Eventually you would want to build a community of highly engaged consumers. Not all of those exposed to your big bang will turn into fans, but some will. Make sure you have the mechanism to capture and continue to engage them once you get their attention.

Well, this is where deep engagement platforms come in. They should be based on passion points, not so much based on seasonality or events. For example, if you are a sports drink company, you may want to create some cool viral content or launch a competition around major sport events. These are spikes – one off activities. At the same time, you may also want to set up a platform to educate consumers about nutrition and healthy lifestyle. This, on the other hand, is continuous.

Deep engagement consists of two important platforms:

1.    Continuous conversation platforms

These are the usual suspects - your online social media presence. This is where you run your day to day communications, do reactive marketing, help spread cool content generated by fans, etc.e

2.    Continuous engagement platforms

As described before, these are more product centric and community based platforms. These should be built around passion points, and enable consumers to build an on going community around the product.

Now you only need to map out all the relevant events, and plan value adding conversations and content around them. One cool thing about having an engagement calendar is that it helps you identify gaps in content. You already know the next Olympics is in 2012. How about planning cool activities around that time for your sports drink brand?

Once you flesh out the calendar, ask yourself how your brand and product can enhance those events/experiences? Then plan your conversations down to the copy! Oh, don’t forget reactive marketing is equally important!

What are consumer engagement ideas?

 

 

 

Consumer engagement is a big buzz phrase in marketing, along with social media, social this, social that. My team isn’t going to miss the boat, and jumps immediately on the bandwagon. But what exactly are consumer engagement ideas? What am I suppose to put down in a brief to the agencies? I’m puzzled since we all seem to assume that everyone has a clear view on consumer engagement ideas. But I suspect, in reality, people only vaguely understand the concept… No wonder we have been getting so-so ideas from the agencies…

Marketers have long been aware of the importance of consumer engagement. Marketing not only needs to raise awareness, but it needs to engage consumers as well. But only in the past decade did technology enable massive deployment of such concept. Before the Internet, it was hard for brands to engage consumers at a massive level. The only tool was TVCs which is ‘one-way’ by nature. They are good for broadcasting, not interaction. Nowadays though, digital marketing lets consumers have real time interaction with brands. Lego invite consumers to design and publish their own Lego worlds. Nike let you design your own shoes. Twitter, Facebook and the likes let consumer ‘opt in’ to marketing communications.

What are consumer engagement ideas?

Consumer engagement ideas are those that encourage ‘repeated interactions (between brand and consumers) that strengthen the emotional, psychological or physical investment a consumer has in a brand’.

Repeat interactions - Engagement ideas must allow consumers to interact with and experience the brand, REPEATEDLY.

Participation - Brands and consumers need to be active co-creators of brand content. Marketing needs to provide opportunities for the audience to not only see but to do something. Consumers not only consume, but also prosume brand content in their own personal ways.

Relevance - They should not be average ideas for average people. Long tail exists! Marketers should create multiple ideas that appeal to various passion points. Target your communications to those influencers, and the rest will pick up on it.

Next steps for a marketer is then to set key measurement objectives. What are you trying to achieve with these engagement ideas?

1. Desired outcome - What actions you would like consumers to take?

Easy. TO BUY THE PRODUCT. Wrong. I’m asking what IMMEDIATE action you would like the consumers to take. Buying the product is the ultimate goal, but it takes many steps before a consumer would decide to buy your products. In between, there’re steps like: awareness, consideration, comparsion, overcoming barrier, etc

Examples of outcomes are: viewership, product trial, traffic to product pages, number of share/tweet/posts, number of content created by consumers, number of participation, consumers building communities around product, etc

Be mindful that you should view your ideas as a portfolio, and never cram too many outcomes into one single idea. Some ideas are best for raising awareness, while others are for trial. Think of the big picture, and map your ideas with other activities.

2. Level of engagement - Deep engagement vs Spike engagement

Spike engagement ideas are short-lived in nature. They create buzz around the brand. Consumers engage with the content by a) consuming (viewing) b) sharing (forwarding) c) co-creating (video responses, remixes, paradies, etc). These ideas are also generally more gimmicky, and based on creatives. They are more likely to be a one off idea. They often times get lost in the digital world in a few weeks, if not less. These ideas require less commitment from company management perspective. A good example is the ‘A hunter shoots a bear’ viral videos http://is.gd/fVpMU. Consumers view, forward and also build on top of the content. But these ideas only create a spike.

Deep engagement ideas are long-lived. They are an integral part of product consumption. They are engagement platforms. They promote brand loyalty and advocacy. They generate repeated interactions with consumers over a long period of time which is extremely important in building deeper relationships.  A good example is the Nike Plus. It creates a community around the product that lives on. These ideas tend to be more product centric, and requires continuous management from companies. Another example is the use of 4square to engage and reward consumers. Successful deep engagement ideas should target communities based on passion points.

Either type of engagement ideas are needed. They serve different objectives!

3. Selection criteria

You need to identify suitable selection criteria for your engagement ideas. Cost. ROI (measure against desired outcome, point 1). Technical difficulties. You get the idea. This should be an easy list to compile.

4. Tracking

Come up with tracking metric that measure the outcomes of your ideas. Be it simple viewership or more complex traffic to product pages, number of download, whatever.