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

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

When a fan cooks for Roger Federer: Barilla case study

Hi people,

today I’m saying hi from Zurich. A city I missed and a city where I went to school a long time ago to become a surveyor. I’m not kidding you. But it did not take me long to change my professional direction when I experienced for the first time the internet back in 1998 😉

Now before sharing with you my marketing message, I would like to congratulate Roger Federer for his 10th title at the Swiss Indoors. It’s just an incredible achievement and my marketing message for you today is coming from Roger’s sponsoring brand Barilla, who understands how to connect human emotions. The story comes from Daniela.

Daniela has 2 passions. Tennis and Roger Federer. When he plays everything stops in life. During a tournament, she wanted to create something nice and invited Roger for dinner, written on a poster. Barilla noticed her through Twitter and invited her to participate in a Barilla cooking master class. But she had no idea what surprise was coming. Roger walks into the room to have dinner with Daniela and her face shows emotions that can’t be explained. And it’s just such a beautiful example of how a brand can connect in a more human way with their fans. (Judge for yourself on Youtube)

I hope this resonates with you. And please feel free to share with me your marketing challenges, and I’m happy to help you.

And remember, even in Zurich, as long as the Matterhorn stands, everything is going to be alright.

Alright people, have a good day. Talk to you soon again from another great place.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Text or call me under 0041-78-637-4314

Make me a hero: Adidas case study

Make me a hero: Adidas case study

Hi people,

Welcome to Paradise. Seychelles Islands are not only a unique place for honeymooners, but it’s also a unique place for its rocks. Seychelles are unique in being the only mid-oceanic islands made of granite. Most islands this far from mainland are volcanic, coral and sand. Just take a look in the back how beautiful the rocks are. And there is even one right here in the middle of the ocean, massive granite.

Now loving marketing, today I would like to discuss with you a case study from Adidas. Fabio Tambosi’s team at Adidas take marketing to the next level because they listened to the consumers when they said, “don’t give me more heroes. Make me one”.

This is really putting the consumers at the center of their thinking.

This is what marketing is today. The way to go forward for you and me by putting humans back into the center of everything that we are doing.

Go and check out Adidas most recent campaigns on Instagram https://www.instagram.com/adidas/, get inspired and share your thoughts with me to open the discussion.

If you have marketing challenges you would like to discuss, reach out to me and I’m more than happy to assist. (My phone number: 0041-78-637-4314)

Now, remember, as long as the matter understands everything is going to be alright.

Have a good day. Greetings from the Seychelles islands and talk to you soon again for a very special place.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Disclosure: By now I guess you know that I am a big fan of Mark Schaefers marketing vision and I found out about this amazing case study while reading the book “Marketing Rebellion” by Mark Schaefer. I adjusted the original story to make it resonate in a very simple way.

Marketers are asleep. Consumers are the new marketing department.

Hi people,

Welcome from paradise where I’m currently celebrating our 10th wedding anniversary. The Seychelles islands are a very special place and if you want to delight or surprise your partner one day, I mean this is the destination that you cannot go wrong. Just take a look at how beautiful the beach is in the back. You see some waves coming in, beautiful weather.
It’s not too warm today, beautiful conditions to enjoy a lovely holiday.

But now, let’s come back to my favorite subject again, which is marketing and I’m afraid to tell you that marketers, you are asleep. McKinsey’s research indicated already back in 2009 that consumer behaviors are changing the way they to do research and buy products today. Mark Schaefer’s new book called “Marketing Rebellion“, which came out at the beginning of 2019 highlights that consumers are the new marketing department. They are in control of a staggering 2/3 (two-thirds) of your marketing. Only 1/3 (one-third) is controlled by the marketing department.

I mean, please, this must be a wake-up call for you and me and all of us.
Here is what I would suggest doing.

We have to create consumer conversations, drip by drip, keeping your product or service in the mind of the consumers when they consider a purchase. Time over time. Period.

But remember, as long as the Matterhorn stands, everything will be alright. 

Alright people, it was great talking to you. Have a good day and I continue enjoying my beautiful holiday at the Seychelles islands and I talk to you soon again from another special place. Talk to you soon. Bye bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

Connected consumers want to trust your brand

Hi people,

This is the view from the place (La Dullive, Gland in Switzerland) where I often go swimming during the summer. Now we are in mid-October, water temperatures are about 15 degrees, and I still want to go swimming;-)

But before I go swimming, let me just share with you my thoughts on today’s connected consumers.

A few days ago, I attended an interesting conference where discussions were around risks and opportunities in a data-driven world. At some point, the audience had to debate about privacy versus personalization. And to my surprise, the majority of the people, want actually more privacy. But as a marketer, that’s a clear signal that today’s consumers, especially the connected consumers, do not trust your brand. What can you do?

I think we need to take this opportunity and start building again trust through human interactions, human connections and putting the human element back into the center of everything we do in marketing. I know it’s a lot of effort and a lot of time. But to me, that’s the only way if you want to build a trusted and long-lasting brand.

If you would like to discuss your marketing challenges, please feel free to reach out to me and I’m happy to help.

But remember, as long as the Matterhorn stands, everything will be alright.

Alright, it’s time to go swimming now.

Take good care and talk to you soon. Bye.

Greetings from a Swiss mountain guy;-)

Claude Oggier

My authentic view on human-centered marketing

Human-centered marketing by Claude Oggier

Marketing can be overwhelming. It can be overwhelming to constantly try to optimize your marketing channels.

But what about if I tell you that today we have this great opportunity to connect again with our biggest fans, connecting with the people that we care, showing that your brand is human that there are humans behind it?

I think we need to go back to remind us that people they buy from humans. We have this really great opportunity to put the people at the center of everything we do in marketing.

But remember, as long as the Matterhorn stands, everything will be alright!

Greetings from a Swiss mountain guy;-)

Claude Oggier

My Marketing Friends Are Stuck

Join the marketing rebellion movement launched by Mark Schaefer and let’s face the truth.

The advertising industry is in trouble because more and more consumers feel disrupted with impersonal ad messages and use ad-blockers to avoid them.

Today’s customers are in control. The customers are the marketing department. Don’t believe me? Watch the video and judge yourself.

Reference: Mark Schaefer’s book called “Marketing Rebellion”

Share your thoughts.

I would love to hear from you.

#MarketingRebellion #MarkSchaefer #marketingwithpurpose #marketingmission

Greetings from Lake Geneva Area,

Claude Oggier

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