Brett JacksonQais Consulting

April 2009

Where Brand and 2.0 connect

I am going to speak about one thing today

Relevance

Would you speak to a friend in

language they didn’t understand?

Relevance - Why

• New information and information sources are still exploding

• Time is short and attention spans are dwindling

• Irrelevant communication has become the ultimate disrespect

• Delivering relevance requires time and thought. Striving for relevance will push you to truly listen and explore your communities. People recognise this

• Consistently delivering relevant communications is really, really hard. You will

get match fit, fast

Relevance - Why

• Gen Y & C:

• savvy and cynical

• think they know your brand and market better than you do, they’re

probably right.

• will make up the majority of your market soon if not already

• Marketing is expensive, so why not do it right

There is a tidal wave breaking,

right now

18 to 26 year olds

The “command and control” days are gone

The social web has provided the most powerful opportunities for building community

and conversation in history

The relationship between brands and people has changed forever

The people have won

Relevance - Why Now?

“It's not about technology and wanting to be online constantly.

It's about wanting to belong and be connected constantly”

Johan JervoeCorporate VP of global marketing,

McDonald's

"Brands are like people.

They get stuck.

They have habits that are hard to break.

They don't always see their blind spots, and

they loose touch with their core essence.

They resist change.

They become irrelevant" MultiChannel Marketing Apr 2008

Relevance not just of core content,

in every aspect of your communications.

Their tone, function, language, context,

timing and gestures.

No matter what medium.

The next point might seems obvious

but....

A marketers job is to understand their

constituents and communities better

than anyone else.

The marketers who do this best will

succeed.

Relevance - How

• Engage in honest dialogues, don’t insert unwanted monologues

• Create opportunities to discuss and communicate with your customers, they

will tell you what is relevant to them

• Enable and enrich the communities of people that form around your offerings,

a testimonial or review from a real person is worth 100x anything you can say

about your brand

• Speak in a real voice - everything else is ignored

Relevance - How

• Learn what is of real value to your audience and deliver it, before the other

guys do

• Research, think and avoid assumptions - test and re-test

• If you don’t know, ask somebody that does

The 4 P’s

Where are the people?

Dell - Hell to Swell

2005 - Dell Hell

Journalism professor Jeff Jarvis blogs about the poor product and service he received from Dell.Dell’s response = 'we don't respond to bloggers’This response caused inflamed the situation, Jarvis created an ongoing series of blogs, coining the phrase “Dell Hell”. Jarvis ranks higher than the company in Google searches for “Dell Computer”Dell closes it’s online forumsWith sales and brand damaged Dell finally acknowledges the reality

2006/8

Michael Dell personally oversees the revamp of Dell’s social marketing agendaone2one blog launchedDirect2Dell blog launchedIdeaStorm released - crowd sourced innovation system - Dells running Linux are released 3 months laterDell are a foundation member of the BlogCouncil

The present - Dell Swell

Jeff Jarvis made finally peace with Dell in his blogDell are now considered to be one of the most savvy and connected corporates and their social program is a benchmark. They use 2.0 more and more effectively than most organisationsA recent blog post on Target which mentioned Dell Hell was replied to by Dell within 15 minutes of it’s posting. Dell “gets” 2.0 now

The present - Dell Swell

Dell has been using Twitter to announce sales in their outlets and have made $1 million USD through this channel in the last 18 months

Last month they started offering exclusive discounts to their Twitter followers

Points of relevance

• The web has a long memory and Google is a reputation meter.

• Large companies can embrace and win with Web 2.0 even after the most

inauspicious of starts

• Small scale experimentation is vital to find out what works for your companies

DNA

• Allow your customers to tell you what they think and want

Atlassian - Organic marketing

Atlassian Software

Enterprise software company

Started in 2001 on a credit card

Based in Sydney, Australia

Disclaimer: I used to work for them

challenges and requirements

• No advertising

• No sales force

• No marketing dept till mid 2008

• Established commercial competitors

• Rapid growth of open source competitors

• Servicing global market from Sydney, Australia

• purchasers are hidden within organisation

Blogs

Transparent forums and feature requests

Twitter

Twitter

Surveys

Codegeist

Metrics

Outcomes

•Cumulative revenue of 100 mill USD to date

•Staff of 200 across 4 countries worldwide

•Over 14,000 customers in 100+ countries

•Market leader in 2 product categories

Points of relevance

• People respond to honesty and transparency and will defend the brand if they

believe in it

• There are numerous ways and opportunities to build conversations, you need

to be identifying them all the time

• You can’t drive a social strategy without having the internal people who buy

into it

• It doesn’t have to cost much

• you can’t fake it

• Think about your measures, check them constantly and redefine them as and

when necessary

adidas - what women want

challenges and requirements

• adidas wanted to reach out to it’s female customers within the social media

realm

• online has not been a strong communication channel for adidas in Singapore

• adidas wanted to redress concerns that it had missed opportunities to

connect with female consumers in the past

• adidas did not want us to “sell shoes”

• Our part of the campaign had to “sync’ with the larger global initiative

challenges and requirements

• What we did had to resonate with busy women

• the campaign would try to lead people to make healthy choices in their spare

time

• The solution had to be very simple and immediate to use

Activities - pre solution

• Research

• Conversations

• Environmental scans

• Profiling

• Identifying where, when and how women were spending their time

online

• Looking at the tone and focus of their conversations

!"#$%&"'()&*+,)-."/0012"'()345),$+2"6++"7%-89&"75&57:54

Facebook

Seeding

Blogvertorials

Forum Seeding

FB Group + FB

Application Pages

A. Embed widget

(Calendar) into blog

B. Share Me Time Event

(Invite friend to join me

for my Me Time activity)

C. Share Application with

FB Friends (Share

Button)

D. Me Time Event

Reminders via emails

E. FB Newsfeeds

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*EDM & Paid Media are not included

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Debra Li: http://olimomok.livejournal.com/465000.html

© Qais Consulting,

2009. Confidential. All rights reserved

47

Application Canvas Page – Conversion Rates

As of 1 March 09

• Total Canvas Page Views (Installation Prompts): 11,160

• Total Link Clicks (Accepts): 3,701

• Conversion Rate:

! Total no. of Link Clicks/Total Canvas Page Views x 100%

=! 3701/11, 160 x 100% =! 33.2%

!33.2% accepted the application upon installation prompt

Forum Conversations – FlowerPod

Blogs Analysis

•Blogs have connected to ‘Me myself’ concept and to

utility of me time calendar

•Blogs were written in a personal and heartfelt manner

which drew high level of responses

•Added great credibility from user perspective

Application

launch on Feb

18th

- 535

ResultsNo. of Page Views of "Me, Myself" FB page

Most Bloggers

have entries up

on blogs by then

432

Application launch

on Feb 18th

- 190 Fans

359 Fans as of

27th Feb, and

increasing

ResultsNumber of fans on "Me, Myself" FB page

ResultsSummary of Blogvertorials PerformanceAs of 1 March 2009

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ResultsSharing Events Performance

As of 27 Feb 2009#2: Sharing Events

9%=5(4#5+"

• >%5?%&,>%5?+P"O85")*AH57"(L"*&57]9(]*&57")(,3@$,()&"985"

$BB+%@$,()"&5)9"4*7%)-"985"&B5@%354"B57%(4

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B57%(4

Points of relevance

• Delivering utility highlights that you are making the conversation about your

customers and their needs

• Small can be beautiful and powerful

• Finding new ways to speak to people is essential

• It’s rude to leave a conversation mid sentence. A social campaign does not

end at launch, you need to tend and care for that dialogue you began

• Making or doing something worth talking about is the goal. Test your

remarkable quotient all the time

• Be as clear about your goals and your audience as you can

some reminders

Break down some walls

Do not rely on assumptions

Define exactly who you are speaking to

Listen to your customers

Get Social

Experiment!

Constantly re-examine your measures

customers aren’t static

one size does not fit all

get as real time as you can

speak with your customers not at them

take a breath - don't say it all at once

create great experiences

http://friendfeed.com/rooms/relevance

Thanks!!

brett@qaisconsulting.com