Project Dogfood Lessons in Transparency New Marketing Summit October 14, 2008

If marketing seems more pre-occupied with talking, why not come up with a practice for listening?

How does a company know what its customers want from them online?

Ask. Listen. Communicate.

What is it? A new media marketing approach Engaging a community to launch a product, seed a market or enhance an offering A technology-enabled listening campaign

A new media marketing approach

Engaging a community to launch a product, seed a market or enhance an offering

A technology-enabled listening campaign

What We Learned Communities have unique ideas backed by passion. Given the chance, peer participation trumps bland surveys. Listening and then responding/acting is an important marriage. Make it about more than your product. The process is iterative. Doesn't stop after once.

Communities have unique ideas backed by passion.

Given the chance, peer participation trumps bland surveys.

Listening and then responding/acting is an important marriage.

Make it about more than your product.

The process is iterative. Doesn't stop after once.

Using Dogfood: 4 Scenarios New Product, New Market Get More Eyeballs Big Brand, New Product Loyal Brand, New Product

New Product, New Market

Get More Eyeballs

Big Brand, New Product

Loyal Brand, New Product

1. New Product, New Market Situation New product targeted for new segment Online audience of gamers Complication Low current market share, low mind share among audience Answer Seed the network for receptivity Educate the power users

Situation

New product targeted for new segment

Online audience of gamers

Complication

Low current market share, low mind share among audience

Answer

Seed the network for receptivity

Educate the power users

New Product, New Market Power User Engagement Set Objectives Network Analysis Forum & Blogosphere Engagement Listening and Measurements

2. Get More Eyeballs Situation Rich site with extensive technology-related content that would be valued by vertical B2B marketplace Opportunity to both retain and expand customer base Complication Site usage low, poor web visibility, crowded space Answer Dogfood the users Enhance the site experience, align content – participation, social bookmarking and usability Expand links

Situation

Rich site with extensive technology-related content that would be valued by vertical B2B marketplace

Opportunity to both retain and expand customer base

Complication

Site usage low, poor web visibility, crowded space

Answer

Dogfood the users

Enhance the site experience, align content – participation, social bookmarking and usability

Expand links

Get More Eyeballs Set Objectives Network and User Analysis Forum & Blogosphere Engagement Social Media Listening and Measurements User Engagement Site Experience, Web 2.0, SEM Aligned Content Development

3. Big Brand, New Product Situation Very well known brand developing a newly branded service for consumers/ merchants Targeting a major roll-out Complication New brand not aligned with old brand personality. Threat of backlash, negative press Traditional media not adequate – especially pre-launch Answer Engage blogosphere Transparent adoption / implement suggestions

Situation

Very well known brand developing a newly branded service for consumers/ merchants

Targeting a major roll-out

Complication

New brand not aligned with old brand personality. Threat of backlash, negative press

Traditional media not adequate – especially pre-launch

Answer

Engage blogosphere

Transparent adoption / implement suggestions

Big Brand, New Product Set Objectives Forum & Blogosphere Engagement Listening and Sentiment Analysis Online Focus Groups Iterative Changes Consumer & Merchant Campaign

4. Loyal Brand, New Product Situation Popular brand, re-launching new version of mainstay product Complication Must not tarnish the brand Must align with advertising campaign and existing social media strategies Timing and coordination critical Answer Consumer participation– photo, video, mash-ups Facebook marketing Velvet rope with the power users

Situation

Popular brand, re-launching new version of mainstay product

Complication

Must not tarnish the brand

Must align with advertising campaign and existing social media strategies

Timing and coordination critical

Answer

Consumer participation– photo, video, mash-ups

Facebook marketing

Velvet rope with the power users

Loyal Brand, New Product Social Network Analysis Media-aligned Campaigns Listening and Feedback Measure Impact Envision Campaign Set Objectives

Some Takeaways All programs are not created equal Begin with the end in mind.. set clear objectives Make it fun and innovative Not all ideas are implemented – communicate Listen, measure- before, during, after Participate and be transparent

All programs are not created equal

Begin with the end in mind.. set clear objectives

Make it fun and innovative

Not all ideas are implemented – communicate

Listen, measure- before, during, after

Participate and be transparent