Tag: Analytics

Why I Struggled To Demonstrate A Social Media ROI at Nespresso

Hi people,

I’m saying hi from Gland, the place where I live with my wife and two children. I’m privileged to live very close to the water and to see the Mont Blanc. Well, unfortunately not today. But believe me, I get to see the Mont Blanc very often. It’s somewhere there in the back. Right now, it’s a little bit cloudy.

So people, today I’m reflecting on one of the great experiences that I had in my career at Nespresso and my biggest struggle.

Let me be very honest with you. Clearly, my biggest struggle was to demonstrate a return on investment (ROI) from social media. My struggle was to measure accurately the customer’s interactions from various touch-points with the brand, but most importantly to show evidence in terms of dollar benefits coming from social media.

At that time, it was still hard to set up properly, the tracking and to combine different datasets from different digital channels. Plus the data from analytics was showing discrepancies.

Now what would I do differently today?

I would not over-focus on the return on investment but rather demonstrate the brand-building benefits from social media that go beyond short term dollar benefits.

I mean, you tell me, how do you want to measure word of mouth, peer to peer interactions or human connections?

I would further highlight customer satisfaction. For example Tennis star Stan Wawrinka who was not sponsored by Nespresso but frequently posted on social media his Nespresso moments.

Make Nespresso customers the heroes and demonstrate it through mini-videos you can share on your digital channels.

And here is how.

Create emotions and unique experiences by inviting your brand ambassadors to an event where they can demonstrate their creativity with coffee capsules. I mean, one person created a bathing suit out of coffee capsules. Doesn’t this just show their love for the brand, and I’m convinced they will share their story with other people in a heartbeat.

People, this is scaling human impressions, instead of advertising impressions, which is just much more powerful.

I hope you find these insights useful and I would love to hear your marketing challenges.

And of course, I’m wishing my Nespresso friends all the best during the Christmas period. And obviously, I can’t wait to discover a new Clooney clip soon.

Well, but also remember, as long as the Matterhorn stands, everything is going to be alright. And I’m sure Nathan agrees with me;-)

Cheers people from Gland and talk to you soon again from another great place. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Marketing questions ? Call me at 0041 78 637 4314

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My IMD digital journey will continue

Check out my Youtube Claude Oggier

Hi people,

I hope you’re doing well today. Look at the beautiful day that we have today in Ouchy, Lausanne, which is basically also to the place where I worked at IMD Business School for almost 10 years.

I mean, clearly, IMD enabled me to kick-off my marketing career. And I will be forever grateful to the people who supported me over all these years. And today, it’s my turn to look into becoming an IMD student. Because I’m interested in IMD’s digital transformation programs led by Michael Wade.

Well, it kind of feels like going back to the roots. And I’m really, really excited about this. And just like a human-centered marketing strategy, I believe that digital transformation starts foremost with people too. I mean, the first question you need to ask yourself is how willing is your company’s culture to change? Do you have to buy-in from the top of management?

This is a key fundamental to any digital transformation journey. The second question you need to answer is do you have analytics accurately in place? And are you measuring your consumers interactions with your brand and their various touch points? And last but not least, the third question is, are you using your data in a meaningful way?

It’s just not enough to have a lot of data. The secret sauce is in using artificial intelligence to optimize your business processes, which enable you to enhance the customer experience because the customer experience, making that exceptional, that’s what you have to do today.

I am super excited to go and learn to broaden my knowledge in the never-ending journey of digital transformation and I will not miss sharing with you my learnings along the way in my upcoming videos.

So stay tuned and I hope this resonates with you and if you would like to discuss your marketing challenges with me, please feel free to reach out to me I’m super happy to help you.

But remember, as long as the Matterhorn stands, everything is going to be alright. Even in beautiful Ouchy and if you look in the back, there is Valais / Wallis. So I’m saying just cheers and it’s always great to visit IMD in Ouchy and you know what, talk to you soon again from another great place. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Marketing questions ? Call me at 0041 78 637 4314

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6 Digital marketing channels you must use to succeed

Are you still looking for guidance on how and where you should maximize your digital marketing channels?

Below you find 6 digital marketing channels you must use today to succeed. My approach is very easy to understand on how to optimize your digital ecosystem.

As a marketer the goal is to find synergies and interactions among each digital channel and to maximize it’s potential in order to achieve better results.

The Digital Ecosystem:

Inbound Marketing Graphic

 

1. Data analysis

Analyse the source of your traffic and only then you start to understand what kind of people are coming to your site and even a little bit of why they are coming. (Customer behaviors) Define your goals and focus on actionable outcomes.

2. Search engine marketing

Increase your visibility in search engine results through Pay-Per-Click ads or through an optimized website with your most relevant keywords.

3. Email marketing

Use email marketing to build loyalty and trust with your prospects/customers. Make sure your email list is clean and that you send out your messages to the right/relevant targets.

4. Social media

Social Media is not to worry about which social network you should be using and how many. Rather focus on building a community where your prospects and clients want to be.

5. Content marketing

Foremost write for human beings and not for robots. Create content people are willing to share with their network.

6. External websites

Outreach to external websites and bloggers. You build relationships and create authority for your website.

Do you agree with me?

What other digital channels would you add to the list that show good results?

Please share your feedback and critics in the comments section. I would love to hear from your stories.

Related article:

Digital Transformation is about people

 

Claude Oggier

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