09 openness marketing
-
date post
17-Oct-2014 -
Category
Business
-
view
270 -
download
2
description
Transcript of 09 openness marketing
Social Network Marketing- A New Openness Concept
George Wang
In the Past Communicate to larger groups were expensive
(e.g. TV or newspaper advertising) Only large companies had the money to spend
on distributing product information to large groups
This structure led to companies creating, distributing, and controlling most of what was said about their organization and their products
The Early Days of the Internet Companies, large and small
communicate to larger groups through Website
People rely on Search Engine to look for information: News Products and services Companies
The goal of eMarketing was to ensure your company appears on the first 2 pages of the Internet search
The Search Engine Ranking Game
It is all about relevancy The company and keyword pair How frequently does it appear
Within your website In new releases In other websites
Basically, you are in control of how you are ranked
Source: Key word survey conducted on November 15, 2010 on Google search result appearing on first 2 pages.
The Web2.0 Era The relevancy took a whole new
meaning because in addition to website we now have Blog Tag Wiki Forum Community Social network site, Facebook, twitter,
LinkedIn, YouTube You are no longer in control, people are
The Cortina Systems Web2.0 Litmus Test How well known is Cortina in the
Web2.0 sphere? Delicious Wikipedia YouTube Digg
Cortina is virtually non-existent in this new marketing platform. How about your
company?
Today - Social Computing Internet can reach over 1.45 billion people Uses common functionality such as “email a
friend”, “promote”, and “rate” Easy for humorous or shocking content to
spread like wildfire - a groundswell of word-of-mouth activity
Seen a funny video lately from a friend?
Beer Commercial
Why We’re Here Today Social computing offers new and
effective ways to reach and engage B2B tech buyers
Relying on traditional marketing practices is now insufficient
Marketers embracing this new paradigm can build customer relationships that increase market share and loyalty
Website and Email Still Dominate but…
Source: Forrester Q1 2009 B2B Marketing Budgets and Tactics Online survey with Marketing Profs
B2B Marketers Begin To Adopt Social Media
Source: Forrester Q1 2009 B2B Marketing Budgets and Tactics Online survey with Marketing Profs
Top Marketers Break Out of Traditional Habits
Think buyer first: Know buyer’s propensity to use social media and how to engage them
Set measurable goals: Clearly communicate what success looks like; anticipate what can go wrong
Perfect their basics: ensure search, email, and Web site are fine-tuned into lead generation machines
Experiment: set aside 10% of marketing dollars to spend on new digital tactics
Embrace and integrate digital: Dig deep into what’s happening with social media in your industry
Integrate Different Media/Tactics Together
Make Product Demos Interesting, Fun, and Viral
Social Technographics Social technographics is used to diagnose current
practice before setting a new strategy — and for understanding how Web 2.0 impacts buyer behavior in the sales process.
Buyer behavior can be categorized into the following: Creators Critics Collectors Joiners Spectators Inactives
16
Social Technographics Groups
19%
25%
12%
25%
48%
44%
Publish a blogPublish your own Web pagesUpload video you created Upload audio/music you createdWrite articles or stories and post them
Post ratings/reviews of products or services Comment on someone else’s blogContribute to online forumsContribute to/edit articles in a wiki
Use RSS feedsAdd “tags” to Web pages or photos“Vote” for Web sites online
Maintain profile on a social networking siteVisit social networking sites
Read blogsWatch video from other usersListen to podcastsRead online forumsRead customer ratings/reviews
None of the above
Source: Q2 2007 US Social Technographics® Online Survey, N= 10,010
US onlineadult population(at least monthlyparticipation)
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Tech Buyers are Socially Active Crowd
Your Options
An organization can choose to Ignore Control Mimic Embrace
Ignore Denial about the impact social
computing is easy An over-hyped fad that is best to ignore Especially true for industry yet to feel the
effects of this new openness Younger demographics are already
immersed in social openness Ignorance is dangerous- Social
openness can move very fast once it starts
Control The Legal departments of most
organizations perceive openness as violation of copyrights and trademarks
The entertainment industry is deeply engaged in Digital Right Management (DRM) Video/audio rights - pay per play
Alienate new product suggestion websites in fear of legal claim from customers
Some control on trademark and copyright is necessary but try not to over do it
Mimic “If you can’t beat them, join them.”
Interactive advertising agencies are all aggressively promoting this option to their clients Consumer behavior online can be
segmented into groups Companies advertise their brands online
mimic social networks by adding similar functionality to company sites
Place branded offers in these new online communities (mySpace, Facebook)
Mimic is Not the Real Thing Not simply a new technology to display
advertising It empowers customers to share their
thoughts about products with greater credibility and with as much reach as marketing departments
Customers expect an honest direct conversation with companies — not an advertising message
The new openness makes advertising approaches less effective
Embrace Customers are now in control of a
company’s perception in the market Customers will share their positive
experiences with many others online Customers will share their negative
experiences, which will negatively impact the company
Current marketing approaches becomes ineffective
It scares Legal and confuses Sales
Focus on the Product or Service Openness makes it harder for an inferior product
to success Negative product information will spread faster
than you can ever imagine Engaging in the new openness is ineffective and
dangerous if it is done only at the time of product launch
Began at product inception and development Engage customers in a process to help improve
your product Create ambassadors to help promote the next
release
Adopt Open Innovation Most companies are still rely on internal
individuals for product ideas and enhancements
“Voice of the customer” is done under assumption that company is in control
Open innovation asserts that a significant portion of new ideas and enhancements come from outside organizations
Finer enhancements will have to come from the end users
Overcome Change Inertia Disruptive change is hard to getting
started Leadership start in product development Everyone in the executive core must be
prepared for the change Anyone who has direct interaction with
customers regarding the product can begin the process of openness
Active customers are ambassadors for new product launches and could help spread positive word-of-mouth
Groundswell A social trend in which people use
technologies to get the things they need from each other, rather than from traditional institutions like corporations
Year 2000 or Earlier Now
You buy things from stores You buy from other people in eBay
You read movie reviews from critics on TV or Newspaper
You read movies reviews from others through Rotten Tomatoes
You buy movies and music from stores
You download music and videos from P2P network like Foxy or PPS
This is Your Company…
This is Your Customers…
This is Your Customers in the Groundswell
Four-step Approach to the Groundswell
P PeopleAssess your customer’s social activities
O ObjectivesDecide what you want to accomplish
S StrategyPlan for how relationships with customer will
change
T TechnologyDecide which social technologies to use
Key Roles and their Groundswell Objectives
The New Collaborative Culture
Share how the product is evolving
Users are helping you to shape your product
User get connected from different regions
Engage education and energize customers
Continuous learning Real life testimonials
Energizing
Supportin
g
Talki
ngEm
brac
ing
Spreadin
g
Openness Attitude Humility
Your customers know more then you do Believe the customers are smarter than you Customers are in control, not you
Passion Engaging with customers because you
enjoying it, not because it is your job Legal
Adjustment may be necessary to enforce legality to a social group (not a legal entity but a socially connected individuals)
Case Examples
Collaborative Innovation
Captive Community Yield Insights on Demand
A Conversation with Customers
Del Monte: What does your dog eat for breakfast
George: she would definitely want bacon and eggs and she would want ketchup on her eggs. She loves ketchup!!!
Del Monte: Would you buy more treats if they had vitamins and minerals as ingredients?”
George: I would buy healthier treats over ones that didn’t have vitamins and minerals. . . . I try to look for amino acids and omega 3 and fish oils.
More Insights from a Private Community
Credit Mutual What would you
improve if you were the banker? I will explain the
complicated fee more clearly
Done through contest
Crucial to let each other to see their ideas and vote for it
Salesforce.com Encourages Third Party Application add-ons
Loblaw Supermarket Energizes its Customers through Product Rating
Rate all products online and in stores
Solicit opinions from shoppers
Implement changes as suggested by shoppers and publish it in store and online
Microsoft Encourages People to Share Templates
Cisco Delivers Key Content and Asks Partners to Critique/Vote on It
Useful Reference
Groundswell, winning in a world transformed by social technologies, Harvard Business Press, 2008 Check out the related web resources at
http://www.forrester.com/empowered/index.html
American Business Media http://americanbusinessmedia.ning.com/