Idea Platforms | Diamond in the Web 2.0 Rough?

1 Idea Platforms Diamond in the Web 2.0 Rough Dr Paul Marsden Digital Ethnographer

2 Dave Balter Bzzagent.com Scott Cook* Intuit Simon Guild MTV Europe Jeff Howe* Wired Jeffrey Kalmikoff Threadless Victoria Kartashova Syzygy Steve Knox P&G (Vocalpoint) Martin Oetting European School of Management Mary Ralles P&G (Connect + Develop) Katarina Skoberne OpenAd Dwayne Spradlin InnoCentive Don Tapscott* Wikinomics Kelly Thompson iStockphoto Syzygy Research / Web 2.0

3 Brand Cat Autism Litters Sea Your Squirts Salary

4 Web 2.0 / The Participatory Web

4 E Web 2.0 - Connecting pEOPL Web 1.0 - Connecting pages Web 2.0 / The Participatory Web

5 Web 2.0 / The Participatory Web / Content Sharing

8 !!! !??? Web 2.0 / The Participatory Web / Content Sharing

11 Web 2.0 / A Commercial Desert?

12 i @ $ information communication commerce Adding Web 2.0 tools to our Web 1.0 mix...

13 i Information / Brochureware + User Reviews

14 @ Communication / Search+Display (Ads) + User Forums

15 $ Communication / Lead Generation + User Selling

16 Is that it? (not much for a so-called media revolution...)

17 We can use Web 2.0 tools to drive sales!

18 By turning users into brand advocates

19 WOULD YOU RECOMMEND US? Advocacy drives Sales

19 What your customers say about you is more important than what you say about yourself WOULD YOU RECOMMEND US? Advocacy drives Sales

20 WOULD YOU RECOMMEND US? Advocacy drives sales

21

21 Likelihood you’d recommend us? 0 1 2 3 4 5 6 7 8 9 10 Detractors Passives Promoters

22 How do we use Web 2.0 to drive advocacy?

23 First, the Economics of Advocacy

24 Proﬁtable Customers + - - Happy Customers + First, the Economics of Advocacy

27 Proﬁtable Customers + - Detractors Passives Promoters - Happy Customers + First, the Economics of Advocacy

28 Angel Proﬁtable Customers + Detainees Candidates - Insurgents Agnostics Missionaries Detractors Passives Promoters - Happy Customers + First, the Economics of Advocacy

28 Angel Proﬁtable Customers + Detainees Angels Candidates - Insurgents Agnostics Missionaries Detractors Passives Promoters - Happy Customers + First, the Economics of Advocacy

28 Angel Proﬁtable Customers + Detainees Angels Candidates An gels dvo cacy A Gro wth - Insurgents Agnostics D rive Missionaries Detractors Passives Promoters - Happy Customers + First, the Economics of Advocacy

29 10% of customers Drive 30% Sales to New Customers How Can We Help them? Customer Advocates →1/3 Total Brand Acquisition

30 Now, the Psychology of Advocacy

31 Customer Advocacy Trumps Now, the Psychology of Advocacy

32 Advocacy / Effect of Expectation-beating Experience

33 d r ecommen w ho would 50% of those o don’t yet do s Advocacy Needs to Be Activated

34 the sea squirt principle Advocacy / Solve My Problem (Or East Your Brain)

35 Advocacy / Remarkable Solutions to my Problems

36 Advocacy / Remarkable Solutions to my Problems

37 Bran The Sally-Anne Test Auti d sm But Wait / Solutions to Which Problems?

37 Bran The Sally-Anne Test Auti d sm Imagine two children, Sally and Anne, playing together: But Wait / Solutions to Which Problems?

37 Bran The Sally-Anne Test Auti d sm Imagine two children, Sally and Anne, playing together: Sally has a basket; Anne has a box. But Wait / Solutions to Which Problems?

37 Bran The Sally-Anne Test Auti d sm Imagine two children, Sally and Anne, playing together: Sally has a basket; Anne has a box. Sally puts a marble in her basket and then leaves. But Wait / Solutions to Which Problems?

37 Bran The Sally-Anne Test Auti d sm Imagine two children, Sally and Anne, playing together: Sally has a basket; Anne has a box. Sally puts a marble in her basket and then leaves. While Sally is away and cannot watch, Anne takes the marble out of Sally's basket and puts it into her box. But Wait / Solutions to Which Problems?

37 Bran The Sally-Anne Test Auti d sm Imagine two children, Sally and Anne, playing together: Sally has a basket; Anne has a box. Sally puts a marble in her basket and then leaves. While Sally is away and cannot watch, Anne takes the marble out of Sally's basket and puts it into her box. When Sally returns, where will she look for her marble? But Wait / Solutions to Which Problems?

38 Bran Auti d sm But Wait / Solutions to Which Problems?

38 Bran Auti d sm 80% of CEO’s believe their brand delivers a superior experience... But Wait / Solutions to Which Problems?

38 Bran Auti d sm 80% of CEO’s believe their brand delivers a superior experience... ...8% of their brand users agree But Wait / Solutions to Which Problems?

39 Web 2.0 Diagnostics / Identifying the Problems to Solve

40 Idea Platforms / Identifying Problems to Solve

43 Idea Platforms work as Advocacy Activators too

44 Sales Effect Propensity to Purchase + 50% Propensity to Recommend + 100% Idea Platforms work as Advocacy Activators too

45 Branding Effect Establishing efﬁcient, choice-shaping associations with the brand name Idea Platforms work as Advocacy Activators too

46 The Psychology of Participation / The Hawthorne Effect

47 Hawthorne Plant Experiments on Worker Productivity

48 Feedback on Brighter Factory Lighting

49 Feedback on Even Brighter Factory Lighting

50 Feedback on Softer Factory Lighting

51 Feedback on No Factory Lighting

52 Participants Advocated WHATEVER they Participated In...

53 Was it something in the Hawthorne water?

54 People are Social Animals and Like Participating

55 The Hawthorne Effect Positive Bias of Participation People are Social Animals and Like Participating

56 Hey boss, can we ask you for some advice? Using the Hawthorne Effect to Get Yourself a Pay Rise

57 Hawthorne Effect / A Real Problem for Researchers

58 Hawthorne Effect / A Real Opportunity for Marketers

59 Idea Platforms as Diamond in the Web 2.0 Rough

60 CRM 2.0 / Engaging Proﬁtable Promoters as Advisors

61 CRM 2.0 / Engaging Proﬁtable Promoters as Advisors

62 VIP Sne Ins Vot Pee ak Sco ide es ks ops CRM 2.0 / Engaging Proﬁtable Promoters as Advisors

63 Channel Marketing 2.0 / Virtual Advisory Boards

64 VIRTUAL ADVISORY BOARDS r oblems t omer p you so lve cus HELP HELP you ACTIVATE customer ADVOCACY

65 Channel Marketing 2.0 / Virtual Advisory Boards

65 FAME Channel Marketing 2.0 / Virtual Advisory Boards

65 FORTUNE FAME Channel Marketing 2.0 / Virtual Advisory Boards

65 FORTUNE FAME FUN Channel Marketing 2.0 / Virtual Advisory Boards

65 FORTUNE FAME FULFILLMENT FUN Channel Marketing 2.0 / Virtual Advisory Boards

66 Idea Platforms & Participatory Marketing / 10 Insights

66 1. Start Small 2. Remember the 90:9:1 Rule 3. Get the Motivational Mix Right 4. Deal with Sturgeon’s Law 5. Harness Joy’s Law 6. KISS: Keep it Short & Simple 7. Target Communities of Practice 8. Manage the Process 9. Get Legal Involved 10. Promote the Platform Idea Platforms & Participatory Marketing / 10 Insights

67 Putting it all Together...

68 Angel + Detainees Angels Customer Value Candidates - Insurgents Agnostics Missionaries Detractors Passives Promoters Customer Advocacy 1. Identify your Advocacy Angels

69 2. Invite them onto a Special Advisory Board

70 Board Room 3. Offer a Compelling Beneﬁt for Board Membership

71 campaign artwork test drive coupon viral link 3. Offer a Compelling Beneﬁt for Board Membership

72 3. Offer a Compelling Beneﬁt for Board Membership

73 4. Promise Quick and Easy Participation

74 5. Seek Board Advice on Doing Something Remarkable

79 6. Launch Your Web 2.0 Advocacy Activator Solution

80 NPS sales UE RA L VAL R EFER 7. Measure the Results and Smile

81 Whatever you do, make sure it’s worth talking about Thank you Idea Platforms / Diamond in the Web 2.0 Rough

Idea Platforms | Diamond in the Web 2.0 Rough?

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