James Whatley 1000 heads

Why I own a Nokia N8 A very personal case study… Social Media in a Corporate Context James Whatley, 19th October 2010

@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…

July 2005

MC HAMMER

Building advocacy: sample journey

Building advocacy: sample journey NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Emotional index Time

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

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

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

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

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

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

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

Building advocacy: sample journey NASCENT ADVOCACY MATURE ADVOCACY LOW LEVEL OF EMOTIONAL HIGH LEVEL OF EMOTIONAL INVESTMENT 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

Online + Offline

Online + Offline Presences Events Narratives Baseline Advocacy Detractor management WOM triggers Campaign support Relationships Workshops

Traditionally Reasons to join conversation Anticipation, excitement Ongoing gratification Product launch More energy needed

Word of Mouth Themes & Campaigns Higher spend per capita Recommending products & services Product launch Developing offline following Embracing future activity Respected Building passion

How do you evaluate?

Set clear goals

Time for a quick case study?

WOM project The N96 challenge • A WOM narrative created to support the launch of the Nokia N96 • 12 key voices were creatively inspired through challenges to interact with Nokia products & services, producing compelling & informative WOM during their journey • Ninja suits & ancient parchments were sent to the voices to immerse them into the experience • Key voices generated 186,000 engagements

WOM project The N96 challenge Most, if not all my family now own a Nokia device, mainly down to myself highly recommending the Nokia brand

WOM project The N96 challenge WOM marketing activity such as the N96 challenge has built brand advocates who are super consumers and who evangelise the brand to others. Deep connections have been made with an inner circle of 7000+ key social media savvy consumers – the key voices.

WOM project The N96 challenge The WOM ripple… 93% of key voices recommend Nokia products and services to friends and family 43% of those who took part in a WOM programme went on to purchase the product * Jan 09 voices poll (200 key voices – tech and non tech)

Key takeaways?

Online + Offline Presences Events Narratives Baseline Advocacy Detractor management WOM triggers Campaign support Relationships Workshops

Set clear goals

Thank you Social Media in a Corporate Context James Whatley, 19th October 2010

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James Whatley 1000 heads

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