Moment
Engaging Consumers in “Connected Moments” Brian Wong, CEO & Founder Kiip
iMedia Breakthrough Summit, Austin, TX
1
The Kiip Story
2
Inventing a New Metric: Innovation Around Moments
3
The Connected Generation And Why Moments Matter
4
Case Study: Taking CSR And Making it “Connect”
5
What’s Next in Moments
Engaging consumers in everyday moments.
Making Moments is Simple
Event
+
Context
=
MOMENT
Meanwhile, 3,500 apps developers logged
150 million devices globally 35 million registered users moments with Kiip 700+ million moments
2 BILLION
We sought to power every moment on the planet.
Media Conversion CRM/Loyalty Data
Moments
Moments are a Hybrid Metric: Data + CRM + Media
Inventing a new permission.
Biometrics to measure efficacy.
Measuring Moments in Real-time Valence Measure During App Usage App Usage
Moment of Achievement
Post-Moment Excitement
4
Valence
-0.5
Achievement Anticipation
-5
Reward
-9.5
-14 10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
160
170
180
Quarter Seconds of App Usage © 2014 IPG Media Lab. Proprietary & Confidential
11
MOTION
HEART RATE
SKIN PERSPIRATION
It soon dawned on us that connectivity was very powerful & had moments, too.
TEMPERATURE
= PHYSIOLOGICAL / NEED-STATES
The Connected Generation
The “Connected” Generation. Always-on, low loyalty, high choice, on-demand.
A bit of new, a bit of old.
TAPPING INTO CONNECTIVITY
The Notification Economy
transaction moment
moment
moment
moment
moment
moment
moment
moment
moment
transaction
transaction
Letting the connected generation live their lives. Rewards don’t define behavior, behavior should define rewards.
Not another screen: a new moments source.
OUT OF GAS
HIT CALORIE INTAKE GOAL EXERCISED 30 MINUTES SLEPT 8 HOURS
INCREASED HEART RATE
MORE THAN 15 MINUTES FOR PARKING
CONNECTED MOMENTS LOWER ENERGY USAGE FOR HEAT READ 10 PAGES IDLE AT DESK FOR 30 MINUTES
SICK VACUUMED TWICE
FRIDGE EMPTY RUNNING IN THE RAIN
Case: Campari & Kiip
Creating Meaningful Connections
Problem: CSR = Boring
Brunch
Summer Friday
Girls/Guys Night Out
Happy Hour
Increasingly Busy and Connected Consumer
Mindshare + m/SIX
Solution: Do Something About it, “in the Moment”
Sample Moments… ✓ Mixing drinks and cocktail recipes ✓ Setting your playlist for a night of fun ✓ In the grocery store before a night out ✓ You’re planning brunch ✓ Leveling up in your favorite drinking games ✓ Checking off your to-do list before the weekend ✓ You meet a potential new date ✓ Someone is looking into events or buying tickets
Here’s a reward for Unlocking an Achievement
21% *including age-gating
engagement
SKYY Results
Here’s a reward for Unlocking an Achievement
21%
48% Lift
4x Higher
Avg Engagement Rate
Brand Consideration vs. competitors
Redemption Rate vs Kiip Average
Alcohol Consideration: Brand Study “Which of the following vodka brands would you consider trying?” Key Insights: Vizu Brand Study Survey Results
Control
Exposed
75% 56%
Diff: 16.7% Diff: -10.7%
51.7%
38%
43.4%
35.0%
Diff: -1.9%
43.4% 32.7%
19%
41.5%
Diff: 6.8%
16.4%
23.1%
Diff: -6.8%
19.0%
12.2%
0%
SKYY
Smirnoff
Overall Performance
Control
60% 45% 30%
Lift: 47.9%
52%
35.0%
Exposed
Svedka
48% lift in product consideration
15% 0%
Control n=226.0
Absolut
Control n=147.0
Tito's
Audience Definition
Reengagement (experiences)
The Way Forward...
Moment Definition
MOMENTS-BASED CRM In-themoment Content
Value Exchange (CSR)
CRM Capture
Taking it To the Next Level
Depicted: Chris Dancy
Meanwhile, developers 2015:logged
2 BILLION THE MOMENTS GRAPH moments with Kiip
MORNING Product Moments Converted to Digital! LOGGED workout
OWNED ACHIEVES high score (FIRST PARTY)
MAKES playlist
Moments A/B!
Moments/ Interaction Audit!
Feedback Mechanisms Established!
Moments Mix!
FINISHES to-do list
EVE
REVIEWS new recipe
AF
G
TE
NI N
RN
WATCHES new show
OO
N
APP MOMENTS
Rewards/Content Mix!
CONNECTED MOMENTS
Find Your Moments
OUT OF GAS
HIT CALORIE INTAKE GOAL EXERCISED 30 MINUTES SLEPT 8 HOURS
INCREASED HEART RATE
MORE THAN 15 MINUTES FOR PARKING
CONNECTED MOMENTS LOWER ENERGY USAGE FOR HEAT READ 10 PAGES IDLE AT DESK FOR 30 MINUTES
SICK VACUUMED TWICE
FRIDGE EMPTY RUNNING IN THE RAIN
brianiswritingabook.com
[email protected] twitter.com/brian_wong www.kiip.com
[email protected]
iMedia Breakthrough Summit, Austin, TX
1
The Kiip Story
2
Inventing a New Metric: Innovation Around Moments
3
The Connected Generation And Why Moments Matter
4
Case Study: Taking CSR And Making it “Connect”
5
What’s Next in Moments
Engaging consumers in everyday moments.
Making Moments is Simple
Event
+
Context
=
MOMENT
Meanwhile, 3,500 apps developers logged
150 million devices globally 35 million registered users moments with Kiip 700+ million moments
2 BILLION
We sought to power every moment on the planet.
Media Conversion CRM/Loyalty Data
Moments
Moments are a Hybrid Metric: Data + CRM + Media
Inventing a new permission.
Biometrics to measure efficacy.
Measuring Moments in Real-time Valence Measure During App Usage App Usage
Moment of Achievement
Post-Moment Excitement
4
Valence
-0.5
Achievement Anticipation
-5
Reward
-9.5
-14 10
20
30
40
50
60
70
80
90
100
110
120
130
140
150
160
170
180
Quarter Seconds of App Usage © 2014 IPG Media Lab. Proprietary & Confidential
11
MOTION
HEART RATE
SKIN PERSPIRATION
It soon dawned on us that connectivity was very powerful & had moments, too.
TEMPERATURE
= PHYSIOLOGICAL / NEED-STATES
The Connected Generation
The “Connected” Generation. Always-on, low loyalty, high choice, on-demand.
A bit of new, a bit of old.
TAPPING INTO CONNECTIVITY
The Notification Economy
transaction moment
moment
moment
moment
moment
moment
moment
moment
moment
transaction
transaction
Letting the connected generation live their lives. Rewards don’t define behavior, behavior should define rewards.
Not another screen: a new moments source.
OUT OF GAS
HIT CALORIE INTAKE GOAL EXERCISED 30 MINUTES SLEPT 8 HOURS
INCREASED HEART RATE
MORE THAN 15 MINUTES FOR PARKING
CONNECTED MOMENTS LOWER ENERGY USAGE FOR HEAT READ 10 PAGES IDLE AT DESK FOR 30 MINUTES
SICK VACUUMED TWICE
FRIDGE EMPTY RUNNING IN THE RAIN
Case: Campari & Kiip
Creating Meaningful Connections
Problem: CSR = Boring
Brunch
Summer Friday
Girls/Guys Night Out
Happy Hour
Increasingly Busy and Connected Consumer
Mindshare + m/SIX
Solution: Do Something About it, “in the Moment”
Sample Moments… ✓ Mixing drinks and cocktail recipes ✓ Setting your playlist for a night of fun ✓ In the grocery store before a night out ✓ You’re planning brunch ✓ Leveling up in your favorite drinking games ✓ Checking off your to-do list before the weekend ✓ You meet a potential new date ✓ Someone is looking into events or buying tickets
Here’s a reward for Unlocking an Achievement
21% *including age-gating
engagement
SKYY Results
Here’s a reward for Unlocking an Achievement
21%
48% Lift
4x Higher
Avg Engagement Rate
Brand Consideration vs. competitors
Redemption Rate vs Kiip Average
Alcohol Consideration: Brand Study “Which of the following vodka brands would you consider trying?” Key Insights: Vizu Brand Study Survey Results
Control
Exposed
75% 56%
Diff: 16.7% Diff: -10.7%
51.7%
38%
43.4%
35.0%
Diff: -1.9%
43.4% 32.7%
19%
41.5%
Diff: 6.8%
16.4%
23.1%
Diff: -6.8%
19.0%
12.2%
0%
SKYY
Smirnoff
Overall Performance
Control
60% 45% 30%
Lift: 47.9%
52%
35.0%
Exposed
Svedka
48% lift in product consideration
15% 0%
Control n=226.0
Absolut
Control n=147.0
Tito's
Audience Definition
Reengagement (experiences)
The Way Forward...
Moment Definition
MOMENTS-BASED CRM In-themoment Content
Value Exchange (CSR)
CRM Capture
Taking it To the Next Level
Depicted: Chris Dancy
Meanwhile, developers 2015:logged
2 BILLION THE MOMENTS GRAPH moments with Kiip
MORNING Product Moments Converted to Digital! LOGGED workout
OWNED ACHIEVES high score (FIRST PARTY)
MAKES playlist
Moments A/B!
Moments/ Interaction Audit!
Feedback Mechanisms Established!
Moments Mix!
FINISHES to-do list
EVE
REVIEWS new recipe
AF
G
TE
NI N
RN
WATCHES new show
OO
N
APP MOMENTS
Rewards/Content Mix!
CONNECTED MOMENTS
Find Your Moments
OUT OF GAS
HIT CALORIE INTAKE GOAL EXERCISED 30 MINUTES SLEPT 8 HOURS
INCREASED HEART RATE
MORE THAN 15 MINUTES FOR PARKING
CONNECTED MOMENTS LOWER ENERGY USAGE FOR HEAT READ 10 PAGES IDLE AT DESK FOR 30 MINUTES
SICK VACUUMED TWICE
FRIDGE EMPTY RUNNING IN THE RAIN
brianiswritingabook.com
[email protected] twitter.com/brian_wong www.kiip.com
[email protected]
