Digital Launch Strategy

XXX Digital Strategy

XXX Launch – Digital Strategy

XXX Digital StrategyOverview

• Purpose of Deck

• Situation

• Launch Targets & Objectives

• Target Technology Adoption & Use

• XXX Social Conversations

• Our Current Communities

• Strategic Recommendations

– Primary consumer value propositions

– Device emphasis

– Channel emphasis

– Recommended Experience Model

– High level digital tactics

– Comments on digital concepts

• To further ideation - of interest but not included:

– Insights for launch ideation (trends, topical interests, memes, shared social experiences or events -

using values, media’s activities. etc.)

– Messaging strategies (to come)

– Cross-channel plans, experience maps

XXX Digital StrategyPurpose of Deck

• The purpose of this deck is to outline a strategic approach for the

communication of the XXX within digital channels / cross-channel

planning.

• This strategy is informed by the following elements:

– Target’s attitudes about life

– The target’s general attitudes about technology

– Target behaviors in digital channels (general online, Web, social and mobile)

• Gap: gaming

– A profile of our own Facebook channel and fans

– Conversations about the XXX online (topics and sentiment)

– Client feedback on nature of launch (i.e. “the most social launch”)

– Pre-launch efforts and purpose

– Learning theory, device use/user context

Situation

XXX Digital StrategyXXX Situation

• Role in Portfolio

– Signal the next chapter in XXX’s Car resurgence by exemplifying the new

XXX Car DNA (Kinetic 2.o)

– Drive dealer traffic / volume on Cars – CD segment is a heavily cross-

shopped industry segment

• CD391 Position

– Segment leadership in green performance, tech and design on a brilliant

foundation will disrupt segment leaders in their equities (rational) and

dominate them in their deficits (expressive)

• Launch Approach

– XXX’s most transformational, social launch ever

Launch Target & Objectives

XXX Digital StrategyXXX Targets

• Aspirational

– 50/50 M/F mix

– 29-49yrs old

– Couples (but “me” is still very

important, this their car)

– Not important to represent kids

– $75-90k Median Household

Income

– 47% Conquest (Trade in non-

XXX represents 7ppt increase

from current)

• Consumption

– 55yrs Median Age (40% under

50yrs)

– 57% Male

– $69k Median Household Income

– 79% Married

– 25% w/ kids in the household

– 90% Caucasian

– 40% Conquest (trade in non-

XXX)

Media TargetReward Seekers are between the ages of 25-49 and purchased a segment vehicle,

Median HHI $90K+ and responded to 8+ psychographic statements

XXX Digital StrategyTarget Attitudes

• The following psychographic statements capture the essence of the

communications brief with emphasis on a youthful “open-minded” individual.

Quality, design, technology and ambition are pivotal.

• Respondents must agree with 8 or more of the following statements:

– 1st consideration in choosing vehicle is exterior styling

– Vehicle as basic transportation – Disagree

– Technology helps make my life more organized

– Willing to pay more for high quality items

– Must admit my interests are somewhat narrow and limited – Disagree

– Versatile vehicle to accommodate my busy lifestyle is important to me

– Having a vehicle that is fun to drive is a top consideration in my

purchasing decision

– Curiosity, wanting to explore new things

– Like trying new things

– Ambition, aspiring to get ahead

– Being creative and imaginative

– Desiring equal opportunity for all


9

Launch Objectives, 1/2

Business

• Increase favorable opinion for the XXX primary brand.

• Increase [XXX brand] favorable opinion from 62 to 68.

• Increase XXX purchase consideration from 55% to 57%, equal to the XXX Escape

(Q3 2011 XXX / page 22).

• Achieve 40% increase in total sales (cycle avg. over 2012 MY).

– 362K total units (42K HEV, 12.5 PHEV, 307.5 gas)

• of which 30% of the gas units are fleet, 10K of the HEV’s are fleet and 1.5K of the

PHEV’s are fleet

• Achieve <PA> approved 12.3 share of segment (top 3 CD segment).

• Largest YOY (Cycle Avg.) increase in volume for any XXX car in last 5 years

• Increase XXX conquest source of sales by 6 ppts. (from 41% to 47%).

Sources: XXX, CD391 LR1 final 12-16.pptx, and CD391 SC Placemat 7-16-11.ppt.


10

Launch Objectives, 2/2

Marketing

• Sell XXX as a product leader/segment benchmark: achieve parity on rational

drivers and differentiate on emotional drivers

• Continue to leverage Hybrid as halo for the Brand, especially in areas of fuel-

economy and technology (Canada + U.S. only)

Communications

• Disrupt the sedan status quo and establish XXX as a world-class category leader

and XXX Car cornerstone vehicle

• U.S: Drive Nameplate Favorable Opinion and Shopping to correlate with

forecasted Primary Brand metrics (XXX)*

Sources: XXX, CD391 LR1 final 12-16.pptx, and CD391 SC Placemat 7-16-11.ppt.


High-level Digital Launch Goals

Awareness

Favorable Opinion

Consideration

Shopping

Purchase

• XXX primary brand

• XXX brand

• XXX

• XXX

• Pre-launch “100 to 1”

Target Technology Adoption & Use

XXX Digital StrategyKey Target Digital Behaviors, 1/4

• General Technology

– Tech Optimists: Technology is a positive force that helps them complete

tasks and entertain themselves.

– Target displays behaviors typical of Gen Xers: tech-as-tool, utilitarian, task-

oriented use

– Practically, they are adopters of a certain age: they have GPS devices,

DVRs, digital cameras, MP3 devices, laptops; cell phones

• 2/3 did intend to get a tablet;

• Those who have smartphones tend to use their smartphones like a

feature phone (get email, text, check scores, etc. vs. listening to music,

using SMS, watching videos, etc.); and they do no t appear to know the

difference between an app that comes on their phone (email) vs. one

that is downloaded

Source: Experiential Brand Strategy analysis of Forester Q32011 Technographics data.

Adopters of a certain age


• Online & Web

– They are primarily motived to entertain themselves, with activities centering

around hobbies, travel, news, sports, celebrities/gossip and TV/movies.

– Other online activities are utilitarian: planning, sending photos via email,

posting to photo sharing sites, looking up events, reading reviews, and

socializing.

– Heavy users of Facebook (not Twitter)


They entertain themselves online.


• Social

– They are primarily Joiners and Spectators: they don’t create content (video

or written)/sites/etc.; they don’t participate in forums

– But they do comment on friends walls/statuses, they might comment on a

blog;


They are socially curious and use it to stay in touch,

not for business, but they are not content creators.

They “watch” and “comment.”


• Mobile

– Have cell phones

• 1/2 have smartphones, 1/3 have iPhone or Google OS

– Activities & Behaviors

• Text, access email and Internet, MMS, update calendar

• Look up directions, access social sites, take photos/video

• ½ play games

• 1/3 play music

• 1/3 use apps

– It is unclear if they know what an “app” is so more may be

using them but don’t know it

– Typical topics: map, games, social networking, news,

weather)

• Do not research or purchase products on their phone

• Rarely watch TV/video on phone

• Aren’t IM-ing


Phone as utility,

not lifestyle:

They might have

smartphones but

use the features

like they are

feature phones.

XXX Social Conversations


Where XXX ConversationIs Happening

• Twitter

– Topics: new XXX purchases, recall news, AR app, XXXs for sale, dealers/dealer

groups posting XXX news, etc.

• Forums

– focusfanatics.com, Edmunds, mustangworld.com, svtperformance.com

• Blogs

– Example: XXXXXXFan.com

• Facebook

• Carspyshots.com

– spy shots of the XXX

Forums will be added for use in channel ideation.

Source Cymfony, December 2011.

XXX Digital StrategyConversation Sentiment

• Overall, sentiment is positive

• Some recent negative posts about the price of the Focus EV counter

with the option of the coming XXX hybrid electric

• Some negatives involve older model problems (e.g. 2003 XXX)

– Others involve accidents/crashes with a XXX XXX


XXX Digital StrategyTopics of Conversation

• Power

• EVs, PHVs, Hybrids

• Engine

• Design

• Innovative

• XXX mentioned alongside competitors

– Toyota, GM, Honda

• Awards (2011 Top Safety Pick)

• Reviews

• Recalls


Our Current Communities

XXX Digital StrategyFacebook

• Facebook

– 30,588 fans as of 1/10/12

– Fan growth for 2011Q4 was up 154% (17,894 fans added as of 1/5/12).

• No media support but might be attributable to app/press that launched

on 12/13, as most growth took place between 12/19-12/31.

– 0.4% average engagement rate (Q4 2011)

• Good but we haven’t posted often: XXX has only been posting a couple

times per month in Q4

– The community itself does interact with each other regarding hybrid vehicles,

their XXXs, gas mileage, fuel economy, technology, etc.

Source Buddy Media, 12.16.11.


FACEBOOK PAGE STATS

MESSAGING THEME/CONVERSATION BUCKET MATCHUP

GOALS & PERFORMANCE 14,087 fans as of 12/16/11

Keep continuous rise of ‘likes’

Increase Overall ‘Likes’

Keep conversation fluid and involved

Increase Dialogue/Engagement

Brand Themes Community Themes

Progressive Leader

Insights: Large portion of actual audience skews younger than target demo.

Fuel Efficient

Branded Content

Conv. Starters

Technology

Branded Content

Conv. Starters

Brand Campaigns

Branded Content

Conv. Starters

Brand Campaigns

CGM Solicitation

Re-Sharing

Branded Content

CGM Solicitation

Re-Sharing

Branded Content

CGM Solicitation

Re-Sharing

Branded Content

SafetyGreen Innovation

XXX Targeted Audience Country %

United States

53.8

%

Canada 4.0%

Mexico 3.5%

India 3.3%

Brazil 3.3%

Venezuela 2.9%

Turkey 2.8%

Argentina 2.0%

Philippines 1.2%

Colombia 1.2%

Saudi Arabia 1.1%

Egypt 1.1%

Indonesia 1.0%

United Kingdom 0.9%

Pakistan 0.7%

Australia 0.6%

Ecuador 0.6%

italy 0.6%

Malaysia 0.6%

Source Agency analysis.

XXX XXX + Hybrid Facebook Persona (12.13.11)

These may change for the

XXX.

These may change for the

XXX.

XXX Digital StrategyYouTube & Twitter

Source Buddy Media, 12.16.11.

• No significant activity prior to reveal

• Activated 1/9 with “Tells Us What You Think” content

Strategic Recommendations


Value Propositions, Device and Channel Emphasis

• Primary value propositions

– Entertainment

– Community/Social Engagement

• Device emphasis

– Wired/laptops

– Smartphones

– iPads/notebooks

• Channel emphasis:

– Media

– Social

– (Mobile)


Recommended Experience Model:Semi-Discrete

• Given pre-launch experience model (most likely discrete) and emphasis on

awareness, launch should address FO and consideration and should be a semi-

discrete model.

• Tailor experiences to these 3 scenarios (not necessarily interconnected though

there will be contextually relevant pathways into more content or shopping

experiences).

Media

Properties

Experience

Syndication

Experience

Experience

Asset

(storied)

Asset

(storied)

Asset

(storied)

Facebook

Asset

(storied)

Experience

(unique)

Contextually

Relevant Destination

(XXX.com, YouTube,

Etc.)

Linear pathing is not necessary in a semi-discrete model.


High-level Digital Tactics

Awareness

Favorable Opinion

Consideration

Shopping

Purchase

• Media

• Facebook (messaging)

• Social functionality (lower barrier, related to value

props)

• Experience Layer-type “rational driver”

destination (e.g. FB, XXX.com)

• Social functionality

• XXX.com

• Mobile - M.XXX.com

• Pre-launch “100 to 1”

• XXX.com KBAs


Digital Concepts

Awareness

Favorable Opinion

Consideration

Shopping

Purchase

Inte

rac

tive

Bea

uty

Dig

ita

l

Pro

vin

g

Gro

un

d

Lo

ve

/Lo

gic

Thank You

Appendix• Detailed Forrester Findings & Analysis Methodology

XXX Digital StrategyTarget Analysis Methodology

• User Experience process for analyzing data

• Data >> Affinity Diagrams outlining attitudes/behaviors for:

– General technology attitudes, interests

– Motivations for online activities

– Web behaviors

– Social participation (does not include our FB property)

– Social content/functionality

– Mobile activities

– Mobile behaviors

• Gaps: Tablet (target doesn’t have them); Gaming (no good data

resources for behaviors and can’t be cut by target demos)


Affinity Diagram –General Technology

Tech

Optimists

Online

Several

Times a dayGo online

at home

and workHigh-speed

Internet

Have

laptops

Have

desktops

Favor the

Wii

Have

portable

MP3

players

Have

HDTVs@ ½ have

DVRs

Have digital

cameras

~ 1/3 have

portable

GPS

devices

Do not

have

tablets

> 1/3 don’t

intend to

buy a tablet

Adopters of a certain age

Source: Forrester, “Consumer Technographics” survey, Q3 2011.


Affinity Diagram – Motivation for Online Activities

1/3 motivated

by

entertainment

1/3 motivated

by family

1/3 motivated

by career

NewsSports

TV/Movies

Celebrities/

Gossip

Travel

Hobbies

But online, they ENTERTAIN themselves


XXX Digital StrategyAffinity Diagram – Web Behaviors

Sometimes

post photos

to Flickr,

etc.

@ ½ watch

videos on

YT

Read

reviewsView

photos on

Flickr, etc.

Send

photos via

email

Sign up for

samples or

coupons

Look up

local events

Are not active

consumers of

RSS feeds

<1/3 listen to

music online

Most don’t

listen to

podcasts

<25% play

games on

Facebook> 1/3

registered for

a

promotion/sw

eeps


XXX Digital StrategyAffinity Diagram – Social Participation

@ 1/3 use

personal portal

sites like

iGoogle

> 1/3 have

become a fan

of a brand on

Facebook

¾ don’t have a

Twitter account

2/3 won’t read

updates on

Twitter

Visit Facebook

at least

daily/several

times per day

Will comment

on others’

social

profiles/pages

@ 1/3 are in

online

forums/discuss

ion groups

Social

Conversational

ists

Joiners+/- 50% have

been on a

social site for

3+ yearsUpdate their

social profiles

regularly They are

socially

curious and

use it to stay

in touch, not

for business,

but they are

not content

creators


XXX Digital StrategyAffinity Map – Social Content

2/3 will not

tag content

Do not

publish or

maintain a

blogRarely

upload

video they

created to

YTRarely

upload music

they created

to public

website

Rarely

publish/upd

ate their

own sites

Rarely post

their own

writings on

the web

About ½ are

likely to

comment on

blogs¾ won’t

vote for

sites (Digg,

Reddit)

Spectators

~ 1/3 critics

They try things

But they don’t take them to the next level

Aren’t likely

to contribute

to forums/

discussion

groups

<1/3 are likely

to post

ratings/revie

ws


XXX Digital StrategyAffinity Diagram – Mobile Activities

Have cell

phones

@ ½ have

Smartphones

ATT &

Verizon users

~ 1/3 can’t

identify their

mobile OS/don’t

know what an OS

is

~ 1/3 have

iPhone or

Google OS

Regular

textersEmail on

phone

Most do not

research

products on

their phone~ 1/3 update

a calendar on

their phone

Receive MMS

Access

Internet on

phone They might

have

smartphones

but use the

features like

they are feature

phones


XXX Digital StrategyAffinity Diagram – Mobile Behaviors

½ play

games on

phone

1/3 play

music

regularly on

phone

½ access

social sites

on their

phone

Most aren’t

purchasing

products on

their phone

~ 1/3 look up

maps/directio

ns on their

phone

Aren’t IM-

ing on their

phone

Take

photos/vide

os w/ phone

Most rarely or

never watch

video/TV on

their phone

Phone as utility,

Not lifestyle


XXX Digital StrategyAffinity Diagram – Smartphone Apps

~ 1/3 have a

social

networking

app

~ 1/3 have a

nav/mapping

app

~ 1/3 have

gaming app

~ 1/3 have a

weather app

~ 1/3 have a

news app

~ 1/3 use apps

Gap: which apps do they opt in for?

They may not know what an “app”

is…


Digital Launch Strategy

Marketing

Transcript of Digital Launch Strategy