Post on 15-Dec-2014
description
is…
is…
is…
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Name: Anonymous
Please circle a score
Please circle a score
Please circle a score
Citizen MarketingYour brand is only what people say it is
Listening, Talking, Supporting & Embracing
Most of you here
But your customers…
Once upon a time
your marketing message,
your brand
and your reputation
Even if you had to hide some of the ugly truths*
*our legal people told us we had to put this tiny bit of text here to show we weren’t really liars. Hope you don’t actually read it because it uncovers some ugly truths about our product/service
You were able
Because your message was confined to
X
Your brand
It’s on the run
Connecting
Creating
Sharing
Collaborating
reviewing and rating
It’s happening so fast
That you may not have noticed
But you can’t ignore it
It’s “citizen marketing”
It’s a “groundswell”
You have a choice
Let it break over you
Or catch it
So how can we tap into this “face-space-thing”?
#1Stop chasing the technology
X
X
X
X
#2start by listening
To find out what your brand really stands for.
After all:
“A brand is only what people say it is.”*
* Ricardo Guimaraes
You’re going to need tools
Unlike the delayed nature of traditional market research
give you the ability to react quickly
As they happen.
Ultimately listening to your customers will help you to…
#3…define your objectives
write a plan
1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?
2. Do we have brand advocates online, where are they hanging out and how can we energise them?
3. What can we do to support our existing customers using social media?
4. Are we ready to embrace this change at every level of the organisation and are we fully prepared?
#3.1
starting conversations
George WrightMarketing Director
Top notch blenders
Blendtech
Blendwho?
George
What’s that from?
We’ve been testing the blender.
“sh!t, does that blend?”
Yup.
Wow! We need to tell people about this.
George
Tom DicksonCEO, Blendtec
5 videos
for a total production cost
<$50
> 6 million views
5 days
George
Suggest stuff to blend
180+ videos have now been produced
> 60 million views
> 700% in sales over 2 years
with graduates
> 29,700 potential employees
Through a single communication point
Saving the considerable
Visiting the world’s universities
Attending global career expos
Running broadcast media campaigns
The prospective employees are happy too
By having the opportunity to have conversations directly with
EY they get a much clearer picture of the company’s people, opportunities and culture before
they apply
#3.2
energise
1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?
2. Do we have brand advocates online, where are they hanging out and how can we energise them?
The # 1 rule of Sales
Or at least…
Generally speaking, if you…
Then some of your customers
Lego User Group Network
1,000s of
share and connect
big business
$100,000,000 (10%)
original content
Don’t create their own unique content
but love to
thus stimulating
that attract spectators
Who rarely contribute
But instead consume almost everything that’s written on LUGNET
So it’s easy to understand why
Tormod AskildsenSenior Director of Business Development
24 x
1.Build relationships with most influential AFOLs by inclusion (early notification on new LEGO product, information releases)
2.Provide a feedback channel with a trusted consensus on what customers want.
an exclusive group
Which breeds aspiration
#3.3
supporting
1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?
2. Do we have brand advocates online, where are they hanging out and how can we energise them?
3. What can we do to support our existing customers using social media?
Meet Dave.
Dave’s been to 7 countries and stayed at 18 different hotels in the last 5 years.
He’s a registered travel agent …passed some exams you know….
Dave’s an outdoor person and doesn’t really enjoy just laying by the pool.
Dave doesn’t have kids.
In fact dave hates kids.
Dave own’s the travel agency and it’s in his financial interest to sell you certain types of holiday.
X
X
Understands that being a good travel agent requires a detailed
knowledge of every
Based on recent experiences and from people with different wants
and needs.
is what travel agents should always have been
Its all about ‘support’
Open 24/7
>384 million visitors per year
written >25 million reviews
>400,000 hotels
>68,000 cities
>1,700,000 user submitted photos
It uses the power of
And asks them to support each other in their purchasing
decisions
Why do people do this?
To help others?
To get recognition?
To earn “social currency”?
How does “Trip Advisor” benefit?
Once users have “the truth”
Trip Advisor refers the user to a choice of online “booking
agents”
And collects a commission for the referral.
#3.4
embracing
1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?
2. Do we have brand advocates online, where are they hanging out and how can we energise them?
3. What can we do to support our existing customers using social media?
4. Are we ready to embrace this change at every level of the organisation and are we fully prepared?
How do you know that you’re embracing social media?
It’s about evidencing that you are not only prepared to listen, have conversations and support
customers, but you are also prepared to change the way you
do business.
Anantara Hotel, Bali
41 customer reviews
80% said they would recommend to a friend
But what about the other 20%?
Well negative reviews are a fact of life and are essential to the
credibility of any site
X
I've been a bit annoyed by the atmosphere as well... When you check in in a five stars hotel facing the ocean, you expect to enjoy the sound of waves but a DJ party has been organized during our stay and to have techo-house music from 2pm until 8pm just give you the desire to escape...
This began to influence my opinion of Anantara, until…
IVAN: “…Again, we are very sorry for all the inconveniences you and your family went through however, for your kind reference, please allow me to inform you that we have limited all our DJ events’ sessions from 4pm till 8pm including chill-out gigs…
10 minute response = $3,000 booking
100 prospective travellers
$300,000 for 10 minutes work
#4considerations
#4.1
who is going to lead this?
#4.1.1
are they passionate about your business and do they have the
necessary sponsorship from above?
#4.1.2
do they have the necessary resources?
#4.1.3
internal people, outside experts
#4.3
how will you react to negativity?
#4.4
start small
#4.5
share your results with the exec
#4.6
have a clear vision
#4.7
and good luck
Marc Loveridge
thanks
“We want to become one of the top five automakers in the world. And, we're doing that by cementing our commitment to quality. That means
we've outgrown our reputation for producing low-priced small cars and we're now known as a full-line car manufacturer of quality, variety, innovation and individuality.”
At IKEA we want to contribute to creating a better everyday life for as many
people as possible by making beautiful, functional items for their homes at the lowest possible price
With more than a quarter of Samsung employees engaged in research and development, each of our businesses is focused on discovering
new technologies, products and services that will open up a new world of possibilities for the people who use them.
What are people saying about you?
What are people saying about you?
What are people saying about you?
What are people saying about you?
What are people saying about you?
What are people saying about you?
What are people saying about you?