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    4 Corners NPNZ Presentation Update 4 Corners NPNZ Presentation Update Presentation Transcript

    • Digitizing Natural Products New Zealand 4 Corners Design The Building Blocks of Life Online September 2009 © 4 Corners Design 2009. www.4corners.com 1
    • Contents: • Background • Social Media, a brief history. Introduction to social media, conversational marketing • Social Media, how is it being used? • Social Media, where is it going? • What does conversation do? • Manuka Honey - Comvita • The Natural Products New Zealand opportunity © 4 Corners Design 2009. www.4corners.com 2
    • Who we are At 4 Corners we create and deploy interactive brand experiences that engage customers, start conversations, build community and ensure a return of investment. © 4 Corners Design 2009. www.4corners.com 3
    • Our approach Our user-centered approach is grounded in a collaborative methodology that simultaneously considers user attraction, business needs, technical possibilities and the spirit of the brand. © 4 Corners Design 2009. www.4corners.com 4
    • Building Blocks of Life Online Analytics & Digital eCRM Technology Reporting, Marketing Search Naming Brand Identity Content & Digital Messaging Strategy Business Brand Marketing Insights Strategy Positioning Strategy Consumer Big Idea Trends Innovation © 4 Corners Design 2009. www.4corners.com 5
    • Building Blocks of Life Online Analytics & Digital eCRM Bought Technology Reporting, Marketing Advertising Search Owned Website Shopping (Commerce) Mobile Naming Brand Identity Content & Social Network Digital Messaging Strategy Presence Digital Video Out of home Promotions & Events E-mail Marketing Integrated Campaigns Business Brand Marketing Strategy Insights Consumer Trends Strategy Positioning Earned Innovation Big Idea Social Influence Marketing Digital PR © 4 Corners Design 2009. www.4corners.com 6
    • Background © 4 Corners Design 2009. www.4corners.com 7
    • © 4 Corners Design 2009. www.4corners.com 8
    • © 4 Corners Design 2009. www.4corners.com 9
    • Some Clients AARP Accenture American Express Hallmark McGraw-Hill Merrill Lynch Morgan Stanley Office Depot.com Scholastic The New York Times TIME, Inc. Warnaco www.4corners.com © 4 Corners Design 2009. www.4corners.com 10
    • Social Media - A brief history © 4 Corners Design 2009. www.4corners.com 11
    • Where is social media going? Love it or hate it, LinkedIn, Facebook, Twitter, YouTube, blogs and more, are increasingly being used for effectively reaching both internal and external audiences. Like it or not, good and bad things are being said on Social Networks, Blogs and communities about companies, brands and products (you may be surprised about what is being said about you, your brands, ingredients and markets). The question that you need to ask yourself is whether you want to observe and participate in the conversation, or choose to ignore it. © 4 Corners Design 2009. www.4corners.com 12
    • Where is social media going? 776,000,000 people participate conversational media Web 1.0 was the read-only web Web 2.0 is the read-write web Web 3.0 is the read-write-engage/execute web What does this mean for Natural Products NZ and Natural Products companies? This is an opportunity for Natural Products NZ to invest in social marketing activities to grow a community of brand evangelists and amplify marketing initiatives, i.e. have the online community help you get the word out about who you are, what you do, and what you have to sell © 4 Corners Design 2009. www.4corners.com 13
    • Evolution of media - introduction of the the 3rd screen TV Computer Smart Phones - The 3rd screen © 4 Corners Design 2009. www.4corners.com 14
    • Evolution of conversation Web 1.0, and prior, the read only web, brands controlled their message • One to many • Expensive to produce • Fewer competitors • Controlled • Same message, one size fits all • Professional to amateur Brand
    • Evolution of conversation Web 2.0 onwards, read-write-engage/execute web, consumers get a voice • Global • Social • Ubiquitous • Cheep • Consumer as producer • More producers (square of the sum) • More amateurs than professionals Brand
    • The social space • Crowded with possibilities • Choose carefully © 4 Corners Design 2009. www.4corners.com 17
    • Why does it matter? Conversation is critical • Highest level of credibility and purchase influence is from peers • Second highest level of influence is from experts (i.e. bloggers) • Listening will lead to innovation (e.g. MyStarbucks, Dell Idea Storm) • Technology is accelerating participation in conversation (advanced devices, more software, more possibilities) • Trust and motivation are increasingly the currency of influencers and less in the hands of the marketer © 4 Corners Design 2009. www.4corners.com 18
    • Social Media - How is it being used? © 4 Corners Design 2009. www.4corners.com 19
    • My Starbucks - Microsite © 4 Corners Design 2009. www.4corners.com 20
    • My Starbucks - Twitter + Facebook © 4 Corners Design 2009. www.4corners.com 21
    • Dell Idea Storm - Micosite © 4 Corners Design 2009. www.4corners.com 22
    • Dell Idea Storm - Twitter © 4 Corners Design 2009. www.4corners.com 23
    • WePC - Micosite © 4 Corners Design 2009. www.4corners.com 24
    • 4 Corners Blog Website Twitter Facebook • Updates • Info • Images 4 Corners • Updates • Followers • Following Flickr • Images/showcase LinkedIn • Events/client promotion • Connections • Networking • Groups
    • Different companies, different needs Website Acquisition & Promotion - microsites and newsletters Social Media Brand Mobile applications Tools & Applications SEO & SEM
    • Hell hath no fury like a customer scorned. The danger of “do nothing” - United breaks guitars A United Airlines passenger was so dismayed over a guitar broken by United staffers that he has writ his anger across the web. After a protracted attempt to get United to pay for the damage, Carroll struck back. • Citizen journalism and the Social Web, over 5.4 million views on YouTube • United Airlines image tarnished, masses of negative blog press • Reported negative slide in stock price attributed to video release • Taylor Guitars popularity skyrockets © 4 Corners Design 2009. www.4corners.com 27
    • Twitter allows the customer/consumer to have a voice. What is the opportunity here? © 4 Corners Design 2009. www.4corners.com 28
    • Social Media - Where is it going? © 4 Corners Design 2009. www.4corners.com 29
    • Where is social media going? According to a recent survey, eight in 10 firms in the US believe social media can enhance relationships with customers/clients (81%) and build brand reputation (81%). Almost 70 percent feel such networking can be valuable in recruitment (69%), as a customer service tool (64%) and can be used to enhance employee morale (46%). The most popular vehicles being used include Facebook (80%), Twitter (66%), YouTube (55%), LinkedIn (49%) and blogs (43%). © 4 Corners Design 2009. www.4corners.com 30
    • Where is social media going? Social Media’s vehicles being used Perceived value of Social Media © 4 Corners Design 2009. www.4corners.com 31
    • Where is social media going? Reasons management uses Social Media Social Media’s Inclusion in Crisis Communications Plan © 4 Corners Design 2009. www.4corners.com 32
    • Where is social media going? If you’re not using Social Media, why? Reasons for using Social Media © 4 Corners Design 2009. www.4corners.com 33
    • Where is social media going? Projected use of Social Media over the next year © 4 Corners Design 2009. www.4corners.com 34
    • Where is social media going? Social media has rapidly evolved to become a member of an elite trio of interactive marketing tactics – “Email, Search and Social”. But we wanted to know how marketers ranked these tactics in importance to each other, and who they thought would emerge as the alpha dog of the pack moving forward. Do You Agree or Disagree That Social Media Will © 4 Corners Design 2009. www.4corners.com 35
    • Where is social media going? • An increasing number of case studies and success stories are showing that B2B and B2C marketing cannot be successful today without a Social component • Corporations are discovering the power of conversation and augmenting their strategies with more interactive and conversational elements, allowing B2B and B2C brands to listen, observe, engage, and participate • And because more corporate clients are spending their time on Social Media channels, B2B brands have an opportunity to engage potential prospects and existing customers on the same mediums © 4 Corners Design 2009. www.4corners.com 36
    • Where is social media going? • ...the bottom line is that all marketing (whether B2C or B2B) targets Real People. Real People are social. They enjoy conversations and value authentic relationships. Those are what well-executed social media efforts deliver. • “What b-to-b marketers, in particular, miss is that these conversations are going on without them. Just type in your company name on Twitter search and you'll be blown away—there are going to be comments about your company and issues being discussed you weren't even aware of.” © 4 Corners Design 2009. www.4corners.com 37
    • Where is social media going? • B2B and B2C buyers are still people, and in the end, they buy from people and not companies. • If you can build a relationship with a prospective buyer using Twitter before they are actively looking, you built your brand more effectively than you could with much more expensive options. The trick is to know who to follow and who to focus on for that relationship-building. • Twitter can put a human face on a large B2B organization • Twitter has become more popular than LinkedIn among social network users in the United States. © 4 Corners Design 2009. www.4corners.com 38
    • Where is social media going? • It is a myth that Facebook attracts only kids. The ideal age group for Facebook spans from 15 to 34, but 44% of 35- to 44- year-olds and 30% of 45- to-54-year-olds say they have profiles, too. • The average user logs into a social network account about four times daily, five days a week, and spends about one hour per day on the network. About 31.8% are business users; followed by 26.3%, fun seekers; 21.8%, social media mavens; and 10.1%, leisure followers. © 4 Corners Design 2009. www.4corners.com 39
    • What does conversation do? © 4 Corners Design 2009. www.4corners.com 40
    • What does conversation do? • Builds awareness, anticipation, and demand for current and future products • Increases visibility among communities who influence their peers • Expands communities with early news of upcoming products • Generates interest with other retail partners/establishments • Improves search engine rankings resulting from expanded web presence (“free media”) © 4 Corners Design 2009. www.4corners.com 41
    • Why is ranking on the top of search results so critical? • Eye tracking shows how focused peoples attention is to the first results on the first page © 4 Corners Design 2009. www.4corners.com 42
    • Principles • Add value Provide a space where a brand can help add value to a community. Become the ultimate content resource. • Audience participation Inviting the audience to participate in a conversation through their own creative means. Allow consumers to take your brand message and feel an equity stake in it. • Be a convergence point Destination for collection of content and media types. Create an overarching experience that helps the audience engage, interact and define the future of their brands © 4 Corners Design 2009. www.4corners.com 43
    • Manuka Honey - Comvita © 4 Corners Design 2009. www.4corners.com 44
    • The subject matter conversation is already happening, with or without you • Do you want to participate in that conversation and help guide it, or do you want to let the conversation guide itself? © 4 Corners Design 2009. www.4corners.com 45
    • Keywords, Twitter, Blogs, News • Chatter around “Manuka Honey” © 4 Corners Design 2009. www.4corners.com 46
    • Tweet traffic - subject category © 4 Corners Design 2009. www.4corners.com 47
    • Manuka Honey - Google traffic • Reasonable searching for Manuka Honey • Opportunity for Comvita to “own” Manuka Honey online, become the Manuka Honey SME of the Internet © 4 Corners Design 2009. www.4corners.com 48
    • Manuka - Wikipedia • Manuka on Wikipedia. Comvita should become the global SME on Wikipedia for all things Manuka and Manuka Honey related © 4 Corners Design 2009. www.4corners.com 49
    • Comvita - Twitter, Blogs, News • Chatter around “Comvita” © 4 Corners Design 2009. www.4corners.com 50
    • Comvita - website, Facebook, Twitter • Nearly empty web pages, lack of changing content and buried content work against a good search engine ranking • Good Facebook presence, but needs more followers and more active changing content • Twitter needs to be more actively used and generate more followers as well as follow © 4 Corners Design 2009. www.4corners.com 51
    • Conclusion • Improve Messaging - Who are you, what do you do? • Improve UI, IA, content, media, SEO • Visible Blogs, more active • Visible News & Events • Polls, questionnaires • SEM Initiatives • Social influence marketing, more active, Facebook, Twitter, YouTube, LinkedIn, etc. © 4 Corners Design 2009. www.4corners.com 52
    • SWOT analysis Strengths Weaknesses • Quality products & companies • NZ is behind in using social media for business • Web savvy audience (US) • Geographically isolated • No one else is doing it well - yet Opportunities Threats • You are already online, use your presence to reach • Relatively unknown brands in the US new audiences • Others countries are starting to do it • Opportunity to really connect with your audience - • Relatively easy barrier to entry get them talking and LISTEN • Branch out into a more extended online presence • Develop an audience of influencers, drive awareness and discussion • Own the voice of New Zealand natural products online © 4 Corners Design 2009. www.4corners.com 53
    • Natural Products New Zealand Opportunity © 4 Corners Design 2009. www.4corners.com 54
    • What could it be? For the NZ Target Audiences: A resource where influencers and communities meet and learn about prospective leads in the US market, and about doing business in the US. For the US Target Audience: A resource where influencers and communities meet and learn about New Zealand Companies and Products; while creating a unified voice that shapes the future of Natural Products NZ. For Natural Products NZ: A platform ecosystem that can be used to set strategy on the future of their services and allow for more interaction between NZ Producers and US Buyers. © 4 Corners Design 2009. www.4corners.com 55
    • Identifying and activating influencers • Identify the communities that matter to Natural Products NZ and start a conversation... • Provide an open forum (what are the most important issues/topics, what are the great opportunities) • Create a suite of Natural Products NZ blogs/discussions • Develop a presence on social networking sites - official page for Facebook, Twitter, YouTube, LinkedIn, etc. © 4 Corners Design 2009. www.4corners.com 56
    • Identifying and activating influencers Principals to live by: 1. Do not control the conversation (influence it) 2. Enable, inspire, influence 3. Create opportunities for people to feel ownership of the brand © 4 Corners Design 2009. www.4corners.com 57
    • Act on the conversation • Analyze and capture the “hot topics” • Respond and provide feedback • Redistribute user-generated content to fuel conversation © 4 Corners Design 2009. www.4corners.com 58
    • Measuring success ENGAGEMENT AMPLIFICATION EQUITY Join and inspire An engaged community Brand is endowed with conversations with quality brings your brand into a premium characteristics. content. Add value to the broader web conversation. community. Create media. - Clickthrough rate - External mentions (“buzz”) - Search rank, search equity - Page views . Mainstream media - Awareness (recall, - Time spent . Blogs/microblogging recognition) - Repeat visitors . Forums/message boards - Perception shift - Actions taken . Social networks - Higher favorability, - Comments . Social bookmarking association - Votes - Inbound links - Increased loyalty - RSS Subscriptions - Influencer reach/rank - Bookmarking - Tone/sentiment - Content up/downloads - Organic traffic - Creation of media objects - Viral index - inbound links - Share of social voice © 4 Corners Design 2009. www.4corners.com 59
    • Questions How soon should one respond to a Tweet? As quickly as possible. Twitter moves really fast, and many people are following a lot of different users. You don't want them to get to the point where they forgot they even responded to you or asked you a question! The quicker you respond, the more on top of it you look, and the quicker that user will be to retweet your response, etc. What should a damage control strategy be? How are companies using this to respond? Listen and respond! There is nothing worse than staying completely silent, since the conversation will continue whether you're a part of it or not. Be as transparent as possible and state accurate company policy/messages - the public will respond when you engage with them and show that you're making an effort to rectify a problem. Can you see where people are from on Twitter? Yes - if a user chooses to broadcast this information. You can see it on their profile page. © 4 Corners Design 2009. www.4corners.com 60
    • Questions Who has ownership of ideas submitted to a company? The company needs to clearly define through the Terms and Conditions how ideas posted via social media channel or on a website can be used - using MyStarbucksIdea as an example, they clearly state in their Terms and Conditions that Starbucks has the right to use any idea submitted to the website or via Twitter, and that the submitter does not retain any ownership over that idea. What strategy should a really small company take? Be very focused and decide what the most important goals and objectives are - focus on the social media tools and audiences that will really help with those focused objectives. Don't try to do everything! (I.e. using LinkedIn for lead generation, a YouTube channel if you have a lot of video content already, etc.) © 4 Corners Design 2009. www.4corners.com 61
    • Contact - 4 Corners, Ronnie Peters Website and blog: www.4corners.com Twitter: 4cornersdesign Facebook: 4 Corners Flickr: 4 Corners LinkedIn Ronnie Peters or 4 Corners Design Email: rpeters@4corners.com © 4 Corners Design 2009. www.4corners.com 62