POMP Forum 2011: Peter Kerkhof

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  • Wordt gevuld met content van klanten, consumenten en bedrijven
  • Wordt gevuld met content van klanten, consumenten en bedrijven
  • Wordt gevuld met content van klanten, consumenten en bedrijven
  • Goede voorbeelden vooral in interne communicatie!
  • Winnaar Pearl award Custom Content Council 2010, categorie Social Meia
  • POMP Forum 2011: Peter Kerkhof

    1. 1. Going social: towards custom er media 2.0 prof. dr. Peter Kerkhof University of Amsterdam /VU University Amsterdam, the Netherlands Pomp FORUM March 2011, Ljubljana, Slovenia
    2. 2. About me <ul><li>Professor Custom er Media </li></ul><ul><li>Dept. Communication Science </li></ul><ul><li>University of Amsterdam </li></ul><ul><li>Associate Professor & chair </li></ul><ul><li>Dept. Communication Science </li></ul><ul><li>VU University Amsterdam </li></ul><ul><li>twitter.com/PeterKerkhof </li></ul><ul><li>www.peterkerkhof.info </li></ul><ul><li>nl.linkedin.com/in/pkerkhof </li></ul><ul><li>www.slideshare.net/spletsj </li></ul>
    3. 3. Two worlds
    4. 4. <ul><li>“ Did your relationship with UPC change because of social media? (% positive)” </li></ul><ul><li>47% </li></ul>
    5. 5. <ul><li>Average reading time sponsored magazines (minutes) </li></ul><ul><li>25 </li></ul>
    6. 6. <ul><li>Ratio positive-negative brand-related tweets </li></ul><ul><li>5 : 3 </li></ul>
    7. 7. <ul><li>“ I like to watch ads on TV” </li></ul><ul><li>6% </li></ul>
    8. 8. Intriguing times <ul><li>Rise of social media </li></ul><ul><li>Growth & professionalization of customer media </li></ul><ul><li>Ad skepticism </li></ul><ul><li>Paid media vs. owned & earned media: from 80-20 to 20-80? </li></ul>
    9. 9. Growth of social media <ul><li>2003: no Facebook, no Twitter, no Linkedin </li></ul><ul><li>2010: </li></ul><ul><ul><ul><li>Hyves (NL) 10 million members (out of 16 m. people) </li></ul></ul></ul><ul><ul><ul><li>Facebook: 500 million members (200 million mobile users) </li></ul></ul></ul><ul><ul><ul><li>Linkedin: 90 million members , 1 new member each second </li></ul></ul></ul><ul><ul><ul><li>Twitter: 175 million members, 1000 tweets per second (100 million per day) </li></ul></ul></ul>
    10. 10. Not just for kids….
    11. 11. Why participate in social media? <ul><li>19% of all tweets mentions a brand, product or service </li></ul><ul><li>20% of all brand related tweets evaluates the brand </li></ul><ul><li>55% positive, 33% negative </li></ul><ul><li>And these tweets affect other consumers brand/product evaluations & buying decisions </li></ul>
    12. 13. The value of a customer Foto: Andrew Magill, Flickr
    13. 14. Customer engagement behaviors <ul><ul><li>.... customer ’ s behavioral manifestations that have a brand or firm focus, beyond purchase, resulting from motivational drivers </li></ul></ul><ul><ul><li>Verhoef et al. 2010 </li></ul></ul>
    14. 15. Customer engagement value <ul><li>Customer engagement value = </li></ul><ul><ul><li>Customer Lifetime Value </li></ul></ul><ul><ul><li>+ </li></ul></ul><ul><ul><li>Customer Referral Value  money </li></ul></ul><ul><ul><li>+ </li></ul></ul><ul><ul><li>Customer Influencer Value  reputation </li></ul></ul><ul><ul><li>+ </li></ul></ul><ul><ul><li>Customer Knowledge Value  information </li></ul></ul><ul><ul><li>Kumar et al. (JSR, 2010) </li></ul></ul>
    15. 16. Customer engagement behaviors
    16. 17. Customer engagement behaviors
    17. 18. Customer engagement behaviors
    18. 19. Customer engagement behaviors
    19. 20. Customer engagement behaviors
    20. 21. Social media characteristics <ul><li>Fast </li></ul><ul><li>Interactive </li></ul><ul><li>Public </li></ul><ul><li>Consumers set the rules </li></ul><ul><li>Lack of control </li></ul>
    21. 22. Brands Customers Consumers ………
    22. 23. Brands Customers Consumers
    23. 24. Brands Customers Consumers
    24. 25. Brands playing pinball Brands Customers Consumers Greenpeace
    25. 26. Brands playing pinball
    26. 27. Brands playing pinball
    27. 28. Brands playing pinball <ul><li>Customer service </li></ul><ul><li>Marketing </li></ul><ul><li>PR & crisis communication </li></ul><ul><li>Crowd sourcing </li></ul><ul><ul><li>Product development </li></ul></ul><ul><ul><li>Customer communities </li></ul></ul>
    28. 29. Brands playing pinball <ul><li>Content: customer media </li></ul><ul><ul><li>Texts & images </li></ul></ul><ul><li>Interaction: social media </li></ul><ul><ul><li>Customer - company </li></ul></ul><ul><ul><li>Customer – customer </li></ul></ul>
    29. 30. Content: customer media <ul><li>> 11.000 titles in the Netherlands </li></ul><ul><li>High reach </li></ul><ul><li>Long reading time </li></ul><ul><li>Positive customer evaluations </li></ul>
    30. 31. Content: customer media <ul><li>In control </li></ul>
    31. 32. Content: customer media Source: APA /Millward Brown (2005)
    32. 33. Content: customer media <ul><li>Educational effects: customer education predicts loyalty /trust </li></ul><ul><li>Relational effects: customer media commitment predicts brand commitment </li></ul><ul><li>Branding effects </li></ul>
    33. 34. Interaction: online customer care Complaint only Personal apologies Impersonal apologies Personal redress Impersonal redress
    34. 35. Interaction: online customer care Perceived severity of complaint Complaint only Complaint + answer Conversation
    35. 36. Interaction: crisiscommunication 2.0
    36. 37. Interaction: crisiscommunication 2.0 Communicated Relational Commitment Denial Apologies
    37. 38. Tone of voice matters. A lot.
    38. 39. What ’ s the difference? <ul><li>Speed </li></ul><ul><li>Interaction </li></ul><ul><li>Quality of content </li></ul><ul><li>Level of control </li></ul><ul><li>Source of credibility </li></ul><ul><ul><li>Journalists vs. social advertisers </li></ul></ul>
    39. 40. What ’ s the same? <ul><li>Produce your own content </li></ul><ul><ul><li>Absence of shameless self promotion </li></ul></ul><ul><li>Longterm orientation: aiming at commitment & engagement </li></ul><ul><li>Relevance: customer as the starting point </li></ul>
    40. 41. The connection <ul><li>customer media in social media </li></ul><ul><ul><li>Consumers talking about customer media </li></ul></ul><ul><ul><li>customer media talking along in social media </li></ul></ul><ul><li>customer media become social media </li></ul><ul><ul><li>Coproduction of customer media content </li></ul></ul><ul><ul><li>Aggregation of social media content </li></ul></ul><ul><li>customer media and social media as part of a mix </li></ul>
    41. 42. Reaching everone, everywhere, always
    42. 43. Unilever’s Yunomi
    43. 48. The role of print <ul><li>Reaching the unmotivated </li></ul><ul><li>Quality time </li></ul><ul><li>Creating memorable impressions </li></ul><ul><li>Trampoline for digital media </li></ul><ul><li>Catalyst: media multiplier effecten </li></ul>
    44. 49. Thank you for your attention!

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