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Spontaneous conversations

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Brands can't afford to ignore social networks

Brands can't afford to ignore social networks

Published in: Business, News & Politics

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  • 1. digiAindra The  Social  Media   Conversa2on   Ian  Fenwick   Founding  Partner  digiAindra  co  ltd  Advisor,  Sasin  Graduate  Ins2tute  of  Business  Administra2on       Presented  at  Asia  Publishing  Conven4on,     Bangkok,  Thailand  July  8,  2011     Copyright  ©  ian  fenwick.  All  rights  reserved
  • 2. The quote’s from the digiAindra “subheader for this session,started me wondering WHY openbrands are so frightened. exchangeBut I guess a harangue is lessscary…but much less withouteffective.Recognize this still? From the gatekeepersMac launch in 1984 frightens brands Copyright © ian fenwick. All rights reserved
  • 3. This is how many marketers still see theirdigiAindra digiAindramarket, they even call them targets.Static non-participatory, recipients ofwhatever you throw at them Copyright © ian fenwick. All rights reserved 3
  • 4. digiAindraToday’s  Consumers  But today the market is lean forward active, notlean back coach potatoes Copyright © ian fenwick. All rights reserved
  • 5. digiAindraTradi4onal  4  P’s   Product   Price   Promo4on   Place  the traditional 4Ps are supplemented by a new 4Ps Copyright © ian fenwick. All rights reserved
  • 6. With  the  5th  P,  privacy,  lurking  as  a  major  issue  for   marketers  
  • 7. digiAindraSocial  media:  pure  par4cipa4on   people sharing content with people creating content for people people helping each other; and bypassing traditional marketing…like yours Copyright © ian fenwick. All rights reserved
  • 8. digiAindra traditional marketing was a monologue marketers talked, people listened (maybe) people are tired of monologues, they want dialoguessocial network marketing is a series of conversations Copyright © ian fenwick. All rights reserved
  • 9. digiAindraCan’t  I  avoid  social  media?  §  people can write whatever they want –  that’s how you find what they really think –  that’s how you build trust –  that’s how you improve§  it’s a “referred pain” –  social media doesn’t cause complaints –  your lousy service does that –  it’s just where the complaint is expressed –  AND where it can be dealt with Copyright © ian fenwick. All rights reserved
  • 10. digiAindraCan’t  I  avoid  social  media?   the p ath to r is “ Fea ide. the Fe A d ark s ar le nger ads t leads o ang to ha er. te. ds to Ha te lea fering ar W ars , St suf Yoda Copyright © ian fenwick. All rights reserved
  • 11. digiAindra 1. “Conversation is the new attentionPeople talking about yourmessage, whether physically Christopher Fahey &or digitally, shows you have Timothy Meaney A List Apart, April 19 2011their attention…that’s whatwe want: engagement http://www.alistapart.com/articles/conversation-is-the-new-attention/ Copyright © ian fenwick. All rights reserved
  • 12. digiAindra Of course it snot always good attention Copyright © ian fenwick. All rights reserved
  • 13. digiAindra This is the disgusting Dominos people video If you really want to see it look herehttp://www.metacafe.com/watch/2707445/disgusting_dominos_people/http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html Copyright © ian fenwick. All rights reserved
  • 14. digiAindra And the reply from the CEO you can probably find here, http://www.youtube.com/watch?v=dem6eA7-A2I many think it’s not too authenticThe Australian counterpart, not too different, is here http://www.youtube.com/watch?v=PfNM4kLczUI http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html Copyright © ian fenwick. All rights reserved
  • 15. digiAindra2. Authenticity is all Copyright © ian fenwick. All rights reserved
  • 16. digiAindra Embedded over 90,000 times It’s a different issue, but a much more authentic apology, and he gets in several plugs for the store’s addressYou can see the video at http://www.viddler.com/explore/dpzramon/videos/19/ Copyright © ian fenwick. All rights reserved
  • 17. digiAindra and sometimesit will be very bad Copyright © ian fenwick. All rights reserved
  • 18. This is Greenpeace’s viral video about digiAindra KitKat and palm oil. You can see it here http://www.youtube.com/watch?v=VaJjPRwExO8http://www.greenpeace.org/international/campaigns/climate-change/kitkat/ Copyright © ian fenwick. All rights reserved
  • 19. digiAindrahttp://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share Copyright © ian fenwick. All rights reserved
  • 20. digiAindraMarch  19,  2010:  Damage  control?   After Nestle got YouTube to ban the video (assuring more uploads and record views!), Greenpeace had their people ‘fan’ Nestle on FB… where the moderator proceeded to abuse critics, and deletehttp://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736 posts Copyright © ian fenwick. All rights reserved
  • 21. digiAindraMarch  19,  2010:  Damage  control?   After a couple of days, pages of posts, the moderator went quiet…and then apologized. Really sad thing is that apparently Nestle were trying to remove the palm oil…but completely failed to engage the critics; to harness them; to be seen to be trying hardhttp://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736 Copyright © ian fenwick. All rights reserved
  • 22. digiAindra3. Engage don’t enrage Copyright © ian fenwick. All rights reserved
  • 23. digiAindra So when the palm oil was indeed dropped from KitKat, it was seen as a victory for Greenpeace, not ahttp://www.greenpeace.org/international/campaigns/climate-change/kitkat/ responsible action from Nestle Copyright © ian fenwick. All rights reserved
  • 24. digiAindra When things go wrong, and they will, you have to say sorry. And hopefully have a policy to show people that they will be recompensedhttp://mashable.com/2011/06/09/brands-twitter-success/ Copyright © ian fenwick. All rights reserved
  • 25. digiAindra http://www.jetblue.com/about/ourcompany/promise/index.htmlCopyright © ian fenwick. All rights reserved
  • 26. digiAindra4. Make social media a megaphone, for your brand advocates Copyright © ian fenwick. All rights reserved
  • 27. digiAindraconsider aware like engaged ready to act Marketers have ACTION talked about the Sales Funnel for loyal quite a while. And started to see the value of brand advocate Copyright © ian fenwick. All rights reserved advocates
  • 28. Now we’re starting to realize digiAindra it’s not a funnel…it’s a megaphone to helpadvocates get the word out to others…the Social Media Megaphone consider engaged ACTION advocate ready to act aware likeSocial Megaphone Copyright © ian fenwick. All rights reserved
  • 29. digiAindra get that socialmedia megaphone working For you Copyright © ian fenwick. All rights reserved
  • 30. This is a summary of the award digiAindra winning campaign from McCann Romania.A perhaps high risk strategy to create uproar in social media, and rekindle patriotism, by temporarily repackaging a patriotic product in the US flag. You can see it at http://www.youtube.com/watch? v=Tt9NBtW4sbA&feature=player_embeddedhttp://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded Copyright © ian fenwick. All rights reserved
  • 31. digiAindraPart 1 conversa4on:  new  aPen4on  Part 2 authen4city  is  all  Part 3 engage  don’t  enrage  Part 4 social  media  megaphone   Copyright © ian fenwick. All rights reserved
  • 32. www.Twitter.com/DrIanFenwick digiAindrawww.About.Me/IanFenwickwww.SlideShare.net/ian.fenwick Copyright © ian fenwick. All rights reserved