Conversations with close personal friends: thousands of them

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Conversations with close personal friends: thousands of them

  1. 1. Conversations with close personal friends:<br />thousands of them <br />
  2. 2. Conversation Plan<br />Customers have changed the rules<br /> It takes a village community – build one for your customers<br /> Aussie examples<br /> It’s not just friending<br />
  3. 3. Coca Cola, MSI presentation May 2008<br />
  4. 4. Coca Cola, MSI presentation May 2008<br />
  5. 5. And they prefer to talk to each other…<br /> What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…<br /> There are over 200,000,000 Blogs<br /> 54% = Number of bloggers who post content or tweet daily<br /> Because of the speed in which social media enables, word of mouth now becomes world of mouth<br /> 25% of search results for the World’s Top 20 largest brands are links to user-generated content<br /> 34% of bloggers post opinions about products & brands<br /> People care more about how their social graph ranks products and services than how Google ranks them<br /> 78% of consumers trust peer recommendations, only 14% trust ads<br />
  6. 6. Establish a community…<br />Success Ingredients:<br /><ul><li> Plausible Promise
  7. 7. Effective Tool
  8. 8. Acceptable exchange</li></ul>“Prior to the internet, the last technology that had any real effect on the way people sat down and talked together was the table.”<br />Prof. Clay Shirky<br />
  9. 9. On the web,<br />It is their space,<br />you have to be invited in.<br />And you better bring a <br />plate if you want to be<br />invited back.<br />
  10. 10. Listening: Focus Groups<br />
  11. 11. Talking<br />
  12. 12. Energising<br />
  13. 13. Support<br />
  14. 14. Embracing – co-creation<br />
  15. 15. 8 of the top 11…<br />
  16. 16. Good sample<br />
  17. 17. Woolworths’ Everyday Matters<br />Fuel dockets<br />Convert the dockets to a card with online account<br />Launch an online community<br />Community drives Qantas Frequent Flyer alliance<br />2005<br />2007<br />September 2007<br />August 2009<br />Fuel dockets cents per litre offers.<br />Convert the dockets to a card with online account<br />Launch an online community<br />Community drives Qantas Frequent Flyer loyalty program alliance with Twitter support.<br />Competitor – Coles and Fly Buys<br />“At the Caltex Woolworths…sites there has been an average 80% increase in petrol sales”<br />“When the offer is 12 cents, sales go through the roof” *<br />Card links the customer transaction. Registered customers addressable.<br />50,000 members of online community<br />100,000 members of online community<br />3.8 million Everyday rewards card customers (1 in 6 Aussies)<br />4th quarter Woolworths sales rose 5.4 %<br />* Source : “Petrol Price Discounts: the new pull” Australian Convenience Store News March/April 2005<br />
  18. 18. Talking with teenage boys, rating nuggets<br />
  19. 19. Rigour as much as conversation<br />
  20. 20. Idea popularity & Importance by segment<br />Know who you are talking to…<br />…and what they care about<br />
  21. 21. Question…<br /> If you have an online community for your organisation, where customers talk to and about you…<br /> What sort of things will they ask you to do?<br /><ul><li>Use less comic sans in your email offers? (Marketing can do this alone) or…
  22. 22. Change products, prices, services – takes a company wide response…</li></li></ul><li>ECHOES © <br /> Embeddedness<br /> Competence<br /> Help<br /> Options<br /> Environment<br /> Story<br />You need a methodical approach <br />
  23. 23. www.resonatesolutions.com.auwww.strikeachord.com.auwww.twitter.com/timwtyler0413 857 907<br />Like a conversation?<br />

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