Marc Loveridge Citizen Marketing

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Marc Loveridge's presentation to eMarketing students at UWA.

Citizen Marketing
Your brand is only what people say it is

Listening, Talking, Supporting & Embracing

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  • Facebook logo
  • blogger logo
  • Youtube logo
  • Wikipedia logo
  • Wikipedia logo
  • Epinions logo
  • Epinions logo
  • The entry level blender in the domestic range – imagine what the 20amp commercial model could do?
  • Eric Kingsley (Adult Fans of Lego)
  • Eric Kingsley (Adult Fans of Lego)
  • Eric Kingsley (Adult Fans of Lego)
  • Eric Kingsley (Adult Fans of Lego)
  • Eric Kingsley (Adult Fans of Lego)
  • Lego User Group Network
  • Eric Kingsley (Adult Fans of Lego)
  • Adult Fans of Lego
  • Eric Kingsley (Adult Fans of Lego)
  • Eric Kingsley (Adult Fans of Lego)
  • Adult Fans of Lego
  • Eric Kingsley (Adult Fans of Lego)
  • Eric Kingsley (Adult Fans of Lego)
  • Lego User Group Network
  • Eric Kingsley (Adult Fans of Lego)
  • Eric Kingsley (Adult Fans of Lego)
  • Lego User Group Network
  • Eric Kingsley (Adult Fans of Lego)
  • Adult Fans of Lego
  • Epinions logo
  • Epinions logo
  • Epinions logo
  • Marc Loveridge Citizen Marketing

    1. 1. 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
    2. 2. Citizen Marketing Your brand is only what people say it is
    3. 3. Listening, Talking, Supporting & Embracing
    4. 4. Most of you here
    5. 7. But your customers…
    6. 9. Once upon a time
    7. 11. your marketing message,
    8. 12. your brand
    9. 13. and your reputation
    10. 14. 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 
    11. 15. You were able
    12. 17. Because your message was confined to
    13. 22. X
    14. 23. Your brand
    15. 25. It’s on the run
    16. 28. Connecting
    17. 31. Creating
    18. 34. Sharing
    19. 37. Collaborating
    20. 39. reviewing and rating
    21. 41. It’s happening so fast
    22. 42. That you may not have noticed
    23. 43. But you can’t ignore it
    24. 44. It’s “citizen marketing”
    25. 45. It’s a “groundswell”
    26. 47. You have a choice
    27. 48. Let it break over you
    28. 49. Or catch it
    29. 50. So how can we tap into this “face-space-thing”?
    30. 51. #1 Stop chasing the technology
    31. 52. X
    32. 53. X
    33. 54. X
    34. 55. X
    35. 58. #2 start by listening
    36. 59. To find out what your brand really stands for.
    37. 60. After all: “A brand is only what people say it is.”* * Ricardo Guimaraes
    38. 61. You’re going to need tools
    39. 65. Unlike the delayed nature of traditional market research
    40. 67. give you the ability to react quickly
    41. 69. As they happen.
    42. 70. Ultimately listening to your customers will help you to…
    43. 71. #3 …define your objectives
    44. 72. write a plan
    45. 73. <ul><li>Would we like to have conversations with our customers/prospects and what could we talk about that may help them? </li></ul><ul><li>Do we have brand advocates online, where are they hanging out and how can we energise them? </li></ul><ul><li>What can we do to support our existing customers using social media? </li></ul><ul><li>Are we ready to embrace this change at every level of the organisation and are we fully prepared? </li></ul>
    46. 74. #3.1 starting conversations
    47. 75. George Wright Marketing Director
    48. 76. Top notch blenders
    49. 77. Blendtech
    50. 78. Blendwho?
    51. 79. George
    52. 82. What’s that from?
    53. 83. We’ve been testing the blender.
    54. 85. “ sh!t, does that blend?”
    55. 86. Yup.
    56. 87. Wow! We need to tell people about this.
    57. 88. George
    58. 89. Tom Dickson CEO, Blendtec
    59. 91. Starring – “The Total Blender”
    60. 92. 5 videos
    61. 93. for a total production cost
    62. 94. <$50
    63. 95. > 6 million views
    64. 96. 5 days
    65. 97. George
    66. 99. Suggest stuff to blend
    67. 100. Suggestions came in thick and fast
    68. 101. 180+ videos have now been produced
    69. 102. > 60 million views
    70. 103. > 700% in sales over 2 years
    71. 108. with graduates
    72. 114. > 29,700 potential employees
    73. 115. Through a single communication point
    74. 116. Saving the considerable
    75. 118. Visiting the world’s universities
    76. 119. Attending global career expos
    77. 120. Running broadcast media campaigns
    78. 121. The prospective employees are happy too
    79. 122. 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
    80. 123. #3.2 energise
    81. 124. <ul><li>Would we like to have conversations with our customers/prospects and what could we talk about that may help them? </li></ul><ul><li>Do we have brand advocates online, where are they hanging out and how can we energise them? </li></ul>
    82. 125. The # 1 rule of Sales
    83. 130. Or at least…
    84. 132. Generally speaking, if you…
    85. 135. Then some of your customers
    86. 141. Lego User Group Network
    87. 143. 1,000s of
    88. 144. A.F.O.L.
    89. 145. share and connect
    90. 148. A.F.O.L.
    91. 149. big business
    92. 150. $100,000,000 (10%)
    93. 152. original content
    94. 156. Don’t create their own unique content
    95. 157. but love to
    96. 160. thus stimulating
    97. 162. that attract spectators
    98. 164. Who rarely contribute
    99. 166. But instead consume almost everything that’s written on LUGNET
    100. 167. So it’s easy to understand why
    101. 168. Tormod Askildsen Senior Director of Business Development
    102. 174. 24 x
    103. 175. <ul><li>Build relationships with most influential AFOLs by inclusion (early notification on new LEGO product, information releases) </li></ul><ul><li>Provide a feedback channel with a trusted consensus on what customers want. </li></ul>
    104. 176. an exclusive group
    105. 177. Which breeds aspiration
    106. 184. #3.3 supporting
    107. 185. <ul><li>Would we like to have conversations with our customers/prospects and what could we talk about that may help them? </li></ul><ul><li>Do we have brand advocates online, where are they hanging out and how can we energise them? </li></ul><ul><li>What can we do to support our existing customers using social media? </li></ul>
    108. 186. Meet Dave.
    109. 187. Dave’s been to 7 countries and stayed at 18 different hotels in the last 5 years.
    110. 188. He’s a registered travel agent …passed some exams you know….
    111. 189. Dave’s an outdoor person and doesn’t really enjoy just laying by the pool.
    112. 190. Dave doesn’t have kids.
    113. 191. In fact dave hates kids.
    114. 192. Dave own’s the travel agency and it’s in his financial interest to sell you certain types of holiday.
    115. 193. X
    116. 194. X
    117. 196. Understands that being a good travel agent requires a detailed knowledge of every
    118. 200. Based on recent experiences and from people with different wants and needs.
    119. 202. is what travel agents should always have been
    120. 203. Its all about ‘support’
    121. 204. Open 24/7
    122. 205. >384 million visitors per year
    123. 206. written >25 million reviews
    124. 207. >400,000 hotels
    125. 208. >68,000 cities
    126. 209. >1,700,000 user submitted photos
    127. 210. It uses the power of
    128. 212. And asks them to support each other in their purchasing decisions
    129. 213. Why do people do this?
    130. 214. To help others?
    131. 215. To get recognition?
    132. 216. To earn “social currency”?
    133. 217. How does “Trip Advisor” benefit?
    134. 218. Once users have “the truth”
    135. 219. Trip Advisor refers the user to a choice of online “booking agents”
    136. 220. And collects a commission for the referral.
    137. 221. #3.4 embracing
    138. 222. <ul><li>Would we like to have conversations with our customers/prospects and what could we talk about that may help them? </li></ul><ul><li>Do we have brand advocates online, where are they hanging out and how can we energise them? </li></ul><ul><li>What can we do to support our existing customers using social media? </li></ul><ul><li>Are we ready to embrace this change at every level of the organisation and are we fully prepared? </li></ul>
    139. 223. How do you know that you’re embracing social media?
    140. 224. 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 .
    141. 226. Anantara Hotel, Bali
    142. 228. 41 customer reviews
    143. 229. 80% said they would recommend to a friend
    144. 230. But what about the other 20%?
    145. 231. Well negative reviews are a fact of life and are essential to the credibility of any site
    146. 232. X
    147. 233. 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...
    148. 234. This began to influence my opinion of Anantara, until…
    149. 235. 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…
    150. 236. 10 minute response = $3,000 booking
    151. 237. 100 prospective travellers
    152. 238. $300,000 for 10 minutes work
    153. 239. #4 considerations
    154. 240. #4.1 who is going to lead this?
    155. 241. #4.1.1 are they passionate about your business and do they have the necessary sponsorship from above?
    156. 242. #4.1.2 do they have the necessary resources?
    157. 243. #4.1.3 internal people, outside experts
    158. 244. #4.3 how will you react to negativity?
    159. 245. #4.4 start small
    160. 246. #4.5 share your results with the exec
    161. 247. #4.6 have a clear vision
    162. 248. #4.7 and good luck
    163. 249. Marc Loveridge
    164. 250. WWW.THINQDIGITAL.COM.AU
    165. 251. thanks
    166. 253. “ 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.”
    167. 254. 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
    168. 255. 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.
    169. 256. What are people saying about you?
    170. 257. What are people saying about you?
    171. 258. What are people saying about you?
    172. 259. What are people saying about you?
    173. 260. What are people saying about you?
    174. 261. What are people saying about you?
    175. 262. What are people saying about you?

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