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DIGITAL ENGAGEMENT,[object Object],Michael R. Solomon, Ph.D.,[object Object],Professor of Consumer Behaviour,[object Object],Manchester Business School,[object Object],Professor of Marketing and Director, Center for Consumer Research,[object Object],Haub School of Business, Saint Joseph’s University, Philadelphia U.S.A.,[object Object],msolom01@sju.edu,[object Object], November 2009,[object Object]
ABOUT THE SPEAKER,[object Object],Michael R. Solomon, Ph.D. is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University in Philadelphia.  He also is Professor of Consumer Behaviour at the Manchester School of Business, The University of Manchester, U.K.  Dr. Solomon has published numerous articles on consumer behavior, lifestyles, services marketing, and fashion psychology, and he is the author of Marketing textbooks that are used in business schools around the world. He is the author of Conquering Consumerspace:  Marketing Strategies for a Branded World(American Management Association) and The Truth about What Customers Want  (FT Press).,[object Object],Prof. Solomon has worked with numerous corporate clients on issues related to consumer behavior, branding, services marketing, retailing and advertising.  He appears on television shows such as Good Morning America and The Today Show to comment on consumer behavior issues.  He  has delivered keynote addresses at many trade organizations and corporate meetings in the U.S., Europe, Latin America and Asia.,[object Object],msolom01@sju.edu   610.660.3411,[object Object]
The Holy Grail: Lure the Reluctant Consumer,[object Object]
Multitasking:  Combining Shopping, Entertainment, Work   ,[object Object]
ENGAGEMENT = ROI,[object Object],75% of executives say higher levels of customer engagement would result in higher profits,[object Object],49% think inadequate engagement is to blame for up to 25% of lost sales.,[object Object],The Economist, March 2009,[object Object]
Brand Equity Model,[object Object],Engagement,[object Object],BRAND,[object Object],RESONANCE,[object Object],CONSUMER FEELINGS,[object Object],CONSUMER,[object Object],JUDGMENTS,[object Object],BRAND PERFORMANCE,[object Object],BRAND IMAGERY,[object Object],BRAND SALIENCE,[object Object],Adapted from Kevin Lane Keller, Strategic Brand Management, Irwin McGraw-Hill, 2003,[object Object]
Michael Solomon presents Digital engagement @ Canvas8
Michael Solomon presents Digital engagement @ Canvas8
Michael Solomon presents Digital engagement @ Canvas8
Michael Solomon presents Digital engagement @ Canvas8
Michael Solomon presents Digital engagement @ Canvas8
Loyalty,[object Object],Attachment,[object Object],Community,[object Object],Flow State,[object Object]
13,[object Object]
THE NEW CONSUMER MINDSET,[object Object]
    Marketer,[object Object],   Consumer,[object Object]
The consumer as“couch potato”,[object Object]
Michael Solomon presents Digital engagement @ Canvas8
WELCOME TO CONSUMERSPACE,[object Object]
[object Object],companies sell to us.  ,[object Object],[object Object],   they sell with us.,[object Object]
In consumerspace, people want to be part of the marketing process…,[object Object]
Michael Solomon presents Digital engagement @ Canvas8
Cultural Co-Creation,[object Object],Co-created meanings fold back into the culture and become part of the social discourse.  ,[object Object],Jones soda, for example, enlists its consumers’ input on packages and flavors  ,[object Object],22,[object Object]
Link to Cultural Myths,[object Object]
CONSUMPTION,[object Object],RITUALS,[object Object],BBDO:  “Fortress brands” embedded in rituals are difficult to replace.  About 90% of consumers worldwide use the same brand each time they perform a ritual! ,[object Object]
Evolutions in Branding Theory and Research: Three Steps Forward,[object Object],FROM:,[object Object],Brands as assets created and controlled by the firm,[object Object],Brands exist in the minds of consumers,[object Object],“What brands mean” ,[object Object],TO:,[object Object],Brands as co-created entities,[object Object],Brands live in cultures,[object Object],How brands come to mean; brand development mechanisms and processes,[object Object],Fournier, Susan G., Michael R. Solomon, and Basil G. Englis, “Brand Resonance,” in Schmitt, B.H. And D.L. Rogers (eds) (2008), Handbook on Brand and Experience Management, Cheltenham, UK and Northampton, MA, USA: Edward Elgar.,[object Object], ,[object Object]
THE CGC BOOM,[object Object]
Consumer-Generated Media (CGM),[object Object],The Infamous Mentos - Diet Coke Experiments,[object Object]
Doritos CGC,[object Object]
Michael Solomon presents Digital engagement @ Canvas8
Accenture survey:  Media and entertainment executives see the ability and eagerness of individuals to create their own content as one of the biggest threats to their business. ,[object Object],57% identified the rapid growth of user-generated content as one of the top three challenges they face today.,[object Object]
Risk Vs. Control,[object Object],But:  68% of the respondents said they believe that within three years their businesses will be making money on user-generated content!,[object Object]
The Bottom Line:,[object Object],You don’t own your brand anyway.,[object Object],GET OVER IT,[object Object]
CGM ≠ CGC!,[object Object],Consumer-generated MEDIA,[object Object],Custom pricing,[object Object],Viral distribution,[object Object],New product development,[object Object],Product personalization,[object Object],Customer insights,[object Object],Advertising ,[object Object],New media,[object Object],Consumer-generated CONTENT,[object Object]
Consumers Become Marketers,[object Object],Directors:,[object Object],Britain’s Got Talent,[object Object],TiVo,[object Object],Ford Probe commercial – viewers pick the ending,[object Object],Player-cams follow individual athletes during football games,[object Object],Apple: Viewers post their own commercials,[object Object],Retailers/ Distributors,[object Object],eBay,[object Object],Amway,[object Object],Kazaa, Grokster, etc.,[object Object]
DOMAINS OF CGC,[object Object]
Michael Solomon presents Digital engagement @ Canvas8
Consumer-Enabled Distribution,[object Object],(aka Viral Video),[object Object]
www.subservientchicken.com,[object Object]
Consumer-Generated Pricing,[object Object]
NPD and Customer Insights,[object Object]
41,[object Object]
Prediction markets,[object Object]
hsx.com,[object Object]
44,[object Object]
45,[object Object]
46,[object Object]
47,[object Object]
48,[object Object]
49,[object Object]
50,[object Object]
51,[object Object]
52,[object Object]
Virtual Worlds,[object Object]
Virtual Worlds,[object Object]
©2007Michael Solomon,[object Object],55,[object Object]
SOCIAL IDENTITY IN CYBERSPACE ,[object Object],Natalie,[object Object]
Physical/Digital Identity Management,[object Object]
Before,[object Object]
Some residents use real identities…,[object Object]
Others not so much…,[object Object]
Selecting an appropriate avatar for a web site may be just as important as selecting the right model for an advertising campaign…,[object Object]
Through the Looking Glass?,[object Object]
Offline to Online ,[object Object]
Michael Solomon presents Digital engagement @ Canvas8
TastyDiamondz tells me how she is shy in real life, but VMTV helps her to overcome this shyness.,[object Object]
Michael Solomon presents Digital engagement @ Canvas8
The Disabled,[object Object]
Online to Offline,[object Object]
Proteus Effects,[object Object]
Cosplay,[object Object]
Michael Solomon presents Digital engagement @ Canvas8
Michael Solomon presents Digital engagement @ Canvas8
Michael Solomon presents Digital engagement @ Canvas8
Michael Solomon presents Digital engagement @ Canvas8
Sales Training,[object Object]
See behaviors from 3rd person perspective ,[object Object]
Integration!,[object Object]
Welcome to AUGMENTED REALITY,[object Object]
Michael Solomon presents Digital engagement @ Canvas8

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