Pete Blackshaw - Keynote Speech: Word of Mouth Marketing Association Annual Summit

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Keynote address from the Word-of-Mouth Marketing Association Annual summit.

Keynote address from the Word-of-Mouth Marketing Association Annual summit.

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  • 1. Confidential & Proprietary © 2008 The Nielsen Company Satisfied Customers Tell Three Friends, Angry Customers Tell 3000 Pete Blackshaw, EVP, Nielsen Online Digital Strategic Services WOMMA Word of Mouth Summit, Las Vegas, November 13, 2008
  • 2. Today’s Presentation
    • How potent is the new consumer megaphone?
    • In this new context, how important is credibility?
    • What role does customer service play in nurturing credibility? Can we turn this on overnight?
    • How is one brand addressing these questions?
    • What can we as an industry learn from this approach?
    • Conversation
  • 3. First, Where’s the “New” Stuff?
    • Social Media?
    • Consumer-Generated Media?
    • Conversation and Buzz?
    • Internet, Web, Online?
    • Web 2.0?
    • Blogs and Bloggers?
    • Word-of-Mouth?
    • Interactive Marketing?
    • Twitter Nation?
    • Conversation Rules?
    All Relevant as Context, But Not the Core Issue
  • 4. How Potent is the New Consumer Megaphone?
  • 5. Who is Vincent Ferrari?
  • 6. Deconstructing a Brand Experience
  • 7. Blame it on Rio?
  • 8. What’s Motivating or Inspiring It?
    • Emotional need/desire to be heard
    • Desire to connect with one another
    • Need to create and make change
    • Evangelize for the things and people we love
    • Quest for authenticity
    • Ease of Use / Low Barriers to Entry
    • Better, Faster, Cheaper
    • Power and Leverage
  • 9. The Expression Pipe Keeps Filling Up! Sept. 2008 Time Spent Online (H:MM) Time Spent on Video (H:MM) E-Commerce Sales Blogs 2:00 0:04 $174B 2:20 92+M $204B 0:07 77M Sept. 2007 10% 46% 17% 20% Source: Nielsen Online
  • 10. Product “Experience” Plays a Role in Motivating Speakers to “Speak” May 1, 2008 When posting content to a Web site, blog or message board, what are the reasons for doing this? Source: 2007 Nielsen CGM/Homescan BuzzFacts
  • 11. Recalibrating Lifetime Value Models
    • Thanks to the web, the referral/recommendation zone is growing dramatically
    May 1, 2008 The Value Profit Chain (Heskett/Sasser 1/03) The Referral Spectrum Ratings & Review Sites Feedback/Complaint Sites Personal Blogs Message Boards Fan Sites and Groups Video Sharing Twitter Photo Sharing 1 Years of customer life Profit from reduced operating costs Profit from price premium Profit from increased purchases Profit from referrals Base profit Acquisition 2 3 4 5 6 0
  • 12. Against this Backdrop, Credibility is Everything
  • 13. Six Drivers of Brand Credibility Six Drivers of Brand Credibility Trust Authenticity Transparency Confidence Consistency Integrity Authority As Advertised Real & Sincere Real People Informal Let the Sun Shine In Easy to Learn Easy to Discover No Secrets Affirmation Listening Responsiveness Playback Reinforcement Search Results Accountability Empathy Welcome Mat Humility (we can learn) Absorbing Feedback Follow-Up Invitational Marketing Solidifying the Solution Dignifying Feedback
  • 14. Authenticity
  • 15. Affirmation
  • 16. Brand Association Map – Service
    • Period Reviewed: August 6, 2007-November 6, 2008
    • Source: Consumer Electronics Discussion
  • 17. Stealth Marketing Complaint/Feedback Infomediaries Ratings/Reviews Boards, Forums Email - Spam Print Ads TV Advertising Customer Service Contact-Us RSS Email – Opt-In On-Demand Video Brand Communities Paid Search Co-Creation: Limited Co-Creation: Extreme Product Quality Consumer Blogs Brand Blogs Brand Websites Shilling Splog Human Touch Organic Search Ads Before Movies Direct Mail Tel Solicitation Brand Search The Credibility & Conversation Quadrant High Consumer Acceptance Low Consumer Acceptance Low Marketer/Brand Control High Marketer/Brand Control
  • 18. Meet Frank Eliason
  • 19. The Proverbial Case Study “Problem Set-Up”
  • 20. How Did Comcast Tackle The Issue?
  • 21. Comcast Central
    • Comcast.com
    • E-mail / Phone
    • Web
    • Office of Rick Germano
    Comcast Customer Connect Forum / Communities Corporate Blog Blogging on other sites
    • Proactive
    • Twitter
    • Social Media
    • Facebook
    • Communities
    • Customers helping customers
    • Comcast blog
    • Speaking directly to customers
    • 3 rd Party
    • Consumerist
    • You Tube
    • Etc.
    Comcast Digital Strategy: Focus on Engagement
  • 22. Twitter By The Numbers
    • Over 18,000 comments +5,200 Private Tweets
    • 80% Customer Service Related
        • 60% internet/home networking related
        • 25% Cable TV / DVR
        • 5% Miscellaneous Odds and End
    • 20% Personal or Social Media Related
  • 23. blog Comcast Forum and Blog
  • 24. Takeaways - The Comcast Approach
    • Listen to your customers – from any source
    • Monitor what customers are saying throughout the web
    • Create a rapid response culture
    • Learn from everyone in your organization
    • Be honest, open and transparent
    • Work with your operations, service and communications teams to use this information to communicate directly with customers to solve their problems
  • 25. What Can We Learn
  • 26. Frank, Comcast & The Six Drivers Six Drivers of Brand Credibility Trust Authenticity Transparency Confidence Consistency Integrity Authority As Advertised Real & Sincere Real People Informal Let the Sun Shine In Easy to Learn Easy to Discover No Secrets Affirmation Listening Responsiveness Playback Reinforcement Search Results Accountability Empathy Welcome Mat Humility (we can learn) Absorbing Feedback Follow-Up Invitational Marketing Solidifying the Solution Dignifying Feedback
  • 27. One More Lesson: Protect the Commons
  • 28. Final Takeaways
    • Today’s consumer leaves an “experiential” digital trail that both reinforces and erodes brand credibility?
    • Brands must think hard about the building blocks of great, meaningful experiences – well beyond the short term?
    • Customer service, customer support, and good ol’ fashioned “loyalty management” is one critical building block
    • As Comcast is learning, social media is opening up new doors to “service” the consumer
    • Frank’s passion, empathy, and authenticity matters!
    • Stay Credible! Keep the industry credible!
  • 29. Conversational Thought-Starters Is Frank and his method scalable? Are we glossing over harsher realities? Are there risks of being over-responsive? What Skills are needed to do this right?