James Whatley 1000 heads

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SMCC 2010 - James Whatley presentation on WOM

Transcript of James Whatley 1000 heads

  • 1. Why I own a Nokia N8 A very personal case study Social Media in a Corporate Context James Whatley, 19th October 2010
  • 2. @Whatleydude Paperboy, (an award winning) Burger flipper, Runner (the TV kind, not long distance), Dancer (yes, really), Accountant (it was a dark time), Product Manager, Customer Champion, Digital Marketer, Head of Digital, Head of Social & Digital and today? Engagement Strategy Director at
  • 3. July 2005
  • 4. MC HAMMER
  • 5. Building advocacy: sample journey
  • 6. Building advocacy: sample journey NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Emotional index Time
  • 7. Building advocacy: sample journey NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Spark Emotional index (advertising, in-store, launch anticipation, digital campaign) First post about a brand in an online conversatio n Time
  • 8. Building advocacy: sample journey NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Spark Emotional index (advertising, in-store, launch anticipation, digital campaign) Profiling / First post understanding about a brand in an online conversatio n Time
  • 9. Building advocacy: sample journey NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Spark Emotional index (advertising, in-store, launch anticipation, digital campaign) Direct engagement phase Profiling / First post understanding about a brand in an online conversatio n Time
  • 10. Building advocacy: sample journey NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Ignition Spark Emotional index (advertising, in-store, launch anticipation, digital campaign) Direct engagement phase Profiling / First post understanding about a brand in an online conversatio n Time
  • 11. Building advocacy: sample journey NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Ignition Spark Emotional index (advertising, in-store, Personal and launch anticipation, relevant digital campaign) conversational marketing Direct engagement phase Profiling / First post understanding about a brand in an online conversatio n Time
  • 12. Building advocacy: sample journey NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Advocacy, peer recommendation, Ignition purchase strength Spark Emotional index (advertising, in-store, Personal and launch anticipation, relevant digital campaign) conversational marketing Direct engagement phase Profiling / First post understanding about a brand in an online conversatio n Time
  • 13. Building advocacy: sample journey NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Advocacy, peer recommendation, Ignition purchase strength Spark Emotional index (advertising, in-store, Personal and Ongoing launch anticipation, relevant Fuelling digital campaign) conversational marketing (WOM / advocacy Direct stream) engagement phase Profiling / First post understanding about a brand in an online conversatio n Time
  • 14. Building advocacy: sample journey NASCENT ADVOCACY MATURE ADVOCACY LOW LEVEL OF EMOTIONAL HIGH LEVEL OF EMOTIONAL INVESTMENT INVESTMENT Advocacy, peer recommendation,