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New Media Class Session 5
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New Media Class Session 5 New Media Class Session 5 Presentation Transcript

  • Marketing via New Media Mid-Term Exam Customer-Driven Marketing, Part 1 Becky Carroll, MBA UCSD Extension Summer 2008
  • Tonight’s Topic: Customer-driven Marketing
    • Midterm Exam
    • Customer-driven design
    • Ratings and reviews
    • Energizing customers
  • What’s coming up
    • Next week : Viral marketing and intro to final project – PLUS GUEST SPEAKER
    • August 13: Microblogging and widgets
    • August 20: NO CLASS
    • August 27: Communities AND Creating a Social Media Plan
    • September 3: Final Projects
  • Homework Assignment #4
    • Ratings and Reviews:
    • Write a half-page description of how ratings and reviews can help energize customers and increase word of mouth.
      • - Give an example of where you have used ratings or reviews from other people to help you decide for (or against) a product or service
    • Blog:
    • Write at least one more post!
    • Link to class blog, other student blogs, and outside of class (if possible)
  • What are your customers doing?
  • Energizing the customer base
    • More than one out of six people blog
    • One in four people are critics
    • Nearly half are spectators
      • How can we reach them??
      • Note: US-based statistics from Groundswell
  • Ratings and reviews
    • Geared to critics and spectators
    • Amazon, TripAdvisor, Toys-R-Us are examples
    • Stats
      • 36% “highly trust” info from friends and acquaintances on social networks
      • 90% “moderately trust” this info
      • 4% trust ads or vendors
  • Word of Mouth
    • It’s believable
      • We trust our friends and others like us
    • It’s self-reinforcing
      • If we hear it from enough people, we probably believe it
    • It’s self-spreading
      • People spread the word on something they like
  • Zappos
  • Encouraging Reviews
  • Threadless: Customer-Driven Design Video
  • Threadless: Customer-Driven Design
    • Democratic innovation (crowdsourcing)
    • Fans submit, select, and buy the winning designs
    • 700K members in their community
    • Millions of dollars sold – of t-shirts
    • “ The users of products are often best-equipped to innovate”
    • They also tell others
      • Street Team
  • Collarfree: Voting for favorites
  • Let’s look at Groundswell’s examples, too
    • Lego
      • Creator
      • Critic
      • Spectator
    • eBags
      • Customer reviews
  • 5 Steps to Energize
    • Figure out if you want to energize!
    • Check the social technographics profile
    • “ What is my customer’s problem?”
    • Pick a strategy that fits
    • Stay in it!
  • Homework Assignment #4
    • Ratings and Reviews:
    • Write a half-page description of how ratings and reviews can help energize customers and increase word of mouth.
      • - Give an example of where you have used ratings or reviews from other people to help you decide for (or against) a product or service
    • Blog:
    • Write at least one more post!
    • Link to class blog, other student blogs, and outside of class (if possible)