STOP THE PARADOX<br />@Emiel1<br />
Word-of-Mouth is growthdriver<br />We manage Word-of-Mouth<br />@Steven_InSites #cm48<br />
 73% - Word-of-Mouth is growthdriver<br />20% -  We manage Word-of-Mouth<br />@Steven_InSites #cm48<br />
Clienthappiness is important<br />Client service is too expensive<br />
FROM  40% IN 5 YEARS<br />TO  73% IN 5 YEARS<br />
OVER PROMISE<br />UNDER  DELIVER<br />
@Steven_InSites #cm48<br />
@Steven_InSites #cm48<br />
NEVER REPLY TO CUSTOMER QUESTIONS<br />11% : throughcustomer service<br />24% : onbrandedsocial media<br />28% : onsocial ...
Everyclient is important<br />if only a couple of hundred are unhappy…. oh well<br />@Steven_InSites #cm48<br />
40%<br />negative<br />@Steven_InSites #cm48<br />
40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />
join, because the tone of voice will change<br />
THREE STRATEGIES:<br />
16%<br />77%<br />7%<br />
ONLY 1 OPTION<br />
I suck at everything I do<br />
Create context forsuccess<br />
Has a community: 38%<br />
Has a community: 38%<br />
HigherGrowthrate<br />Has a community: 38%<br />
New KPIs: 38%<br />
New KPIs: 38%<br />
Productdevelopment<br />CO-CREATE<br />change<br />Touchpoints experience<br />Conversationson & offline<br />
Consumer Safari<br />
PEERS<br />ADVOCATES<br />COLLEAGUES<br />JUDGES<br />Consumer in the Boardroom<br />
Consumers as PEERS<br />Getting close to consumers<br />Immersing in their daily lives<br />Understanding their reality<br />
Consumers as ADVOCATES<br />Making consumers identify with your brand<br />Generating content for them worth sharing<br />...
Consumers as COLLEAGUES<br />Supporting decision-making<br />Inspiring you with their new ideas<br />Reviewing your market...
Consumers as JUDGES<br />Providing you with valuable feedback<br />Helping you improve performance & experience<br />Bench...
A FINAL IDEA:<br />
CONSUMER IN THE BOARDROOM<br />
CCO<br />
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Stop the Paradox

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The paradox a lot of companies these days are facing: they say they are embracing consumer by putting them first, but they do not act upon that promise in any way. They say online word of mouth is important (73 %) but they rarely manage this consumer generated media (22 %).

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  • When was thisstudydone?Isthis NL onlyWhowererespondents?BenchmarkedagainstgrowthfiguresHuge gap betweensaying anddoingWOrd-ofmouth is important , keydriverforgrowth, but we don’t do anything
  • When was thisstudydone?Isthis NL onlyWhowererespondents?Huge gap betweensaying anddoingWOrd-ofmouth is important , keydriverforgrowth, but we don’t do anything
  • Zijn dit NL getallen?
  • 7 or 8 = functionalsatisfaction &gt; no brand identification / noemotionalloyalty5 yearsago: 40% of all clients 9 or 10. notenough 73%
  • 7 or 8 = functionalsatisfaction &gt; no brand identification / noemotionalloyalty5 yearsago: 40% of all clients 9 or 10. notenough 73% give 9 or 10 onsatisfactionscale.Growthfigures:boomingsincethey focus oncustomerdelightUnder Promiss and underdeliver
  • This is howyousellmen’ssocks, notmen’sunderwear
  • T-Mobile: Youp sharing negative experiences.Havingquitesomeeffectswith +43.000 followerson Twitter …UPDATE: vanochtend 140,000 followers
  • Waituntil a criticalincidence happens.3 year’sago a guy “comcastwatch.com” Cumcast must die
  • Waituntil a criticalincidence happens.3 year’sago a guy “comcastwatch.com” Cumcast must die
  • Heinz: please do not change our ketchup.As a reaction of brand fans on plans to reducesaltlevels in their ketchup.
  • Ifsomeone is bashing the brand, and you’re in the conversation and reply to explain, it’sonlyhumanthatpeoplebecomelessnegative. Kodak decidedyear and half ago to changecommunicationstrategycompletely.. They are sufferingfrom digital sollutions. Need to change the way we act and marketourprodcutscompleteyl. Observehowpeople talk aboutus online and engage in everyconversation w/ focus onansweringquestions / doubts.
  • Tone of voice
  • Do
  • Do
  • hearnoevilseenoevilspeaknoevil
  • Stick yourhead in the sandPolitics of the ostrich
  • Leavethemaloneonanisland in the organisation: geak (joke: greekisland)
  • Thinking about the structure of Have a sponsorSelect aninternalchampionSecure the resources and budgetDefine the strategic partner to help youInform the stakeholders
  • NOemen van nieuwKPIs
  • NOemen van nieuwKPIs
  • Lijkt scarey: ik fake ik hideorchange! (hoeft niet zo eng te zijn) de 4 rollen. Voor ieder van de 4 rollen één Unilever = als peerPhilips = als collaborator (co-decisionmaking)Zappos = brand fanship (rol 2) als advocates (bestaande klanten delighten en gebruiken)Star Bucks = ideationClose to consumer =
  • Power has shifted, so ...While we all know that the consumer is ultimately in the driver’s seat, the context has dramatically changed, giving significant more power to consumers than before. This is a wake-up call for marketing. Instead of trying to control everything, marketers need to embrace consumer power and lead consumers, provide them context and opportunities to be involved in building brands and creating new products and services.Why has power shifted? New mass media are available to every consumer (your number of followers on Twitter, your post on heavily visited consumer blogs, ...) Turning word-of-mouth into world-of-mouth: the effects of word-of-mouth are way more far-reaching than ever before (via social media) Consumers trust each other most: most studies support the fact that people are especially influenced by other people and less by media, advertising, PR, ... Making it their brand, not yours: marketers need to let go and understand that they do not control their brand, it is in the hands and minds of consumers So involve them in what you are doing: +50% of consumers want to co-create with marketers, they also expect it from brands And learn how to let go: leverage on the power that consumers have today and use them as part-time marketers, supporting your activation efforts as a marketer
  • GoalsEngage: embed R&amp;D people in daily lives of consumersInspire: deliver interesting consumer knowledge to R&amp;D peopleAct: turn consumer knowledge in concrete actions for the futureProve: understand the impact on the organizational consumer mindsetApproachWe asked 100 UK consumers to keep an online diary during a week (4 chapters: meet &amp; greet, food &amp; cooking, you &amp; personal care, you &amp; home care).Each of the R&amp;D employees was linked to one of these 100 consumers and was engaged via games to learn more about consumers’ daily lives.
  • GoalsUnderstand the damage that has been caused and the drivers behind it by receiving the Golden Wind Egg award from KassaDevelop a conversation management strategy for the brandApproachVia a conversationmappingsurvey, understand to whichextentconsumers are talkingaboutfunctionaldairy in general and aboutfunctionaldairybrands more specifically (with a focus onActimel)Focus onwho is havingconversations, whythey are havingconversations, and what the content of these conversations are
  • Unilever UKProject Communication platform FashionistasMethod Development communityGoalsBetter understand habits, brand usage, looks &amp; styling, shopping behaviour of fashionistasGet fashionistas feedback on recently developed communication materialsOptimise communication materials through co-creation with hair fashionistas and get feedback on a number of social media ideasApproachCommunity during 3 weeks with 4 different consumer groups: 25 early adopters UK, 25 early adopters US, 25 fashion followers UK, 25 fashion followers US. There are 6 sections on the platform: UK Corner, US Corner, Social Corner, Looks &amp; Styling, Your Opinion Matters, and Brainstorm Area.
  • Heinze
  • When was thisstudydone?Isthis NL onlyWhowererespondents?Huge gap betweensaying anddoingWOrd-ofmouth is important , keydriverforgrowth, but we don’t do anything
  • Stop the Paradox

    1. 1.
    2. 2. STOP THE PARADOX<br />@Emiel1<br />
    3. 3. Word-of-Mouth is growthdriver<br />We manage Word-of-Mouth<br />@Steven_InSites #cm48<br />
    4. 4. 73% - Word-of-Mouth is growthdriver<br />20% - We manage Word-of-Mouth<br />@Steven_InSites #cm48<br />
    5. 5. Clienthappiness is important<br />Client service is too expensive<br />
    6. 6. FROM 40% IN 5 YEARS<br />TO 73% IN 5 YEARS<br />
    7. 7. OVER PROMISE<br />UNDER DELIVER<br />
    8. 8.
    9. 9. @Steven_InSites #cm48<br />
    10. 10. @Steven_InSites #cm48<br />
    11. 11.
    12. 12. NEVER REPLY TO CUSTOMER QUESTIONS<br />11% : throughcustomer service<br />24% : onbrandedsocial media<br />28% : onsocial media<br />
    13. 13. Everyclient is important<br />if only a couple of hundred are unhappy…. oh well<br />@Steven_InSites #cm48<br />
    14. 14.
    15. 15. 40%<br />negative<br />@Steven_InSites #cm48<br />
    16. 16. 40%<br />negative<br />7%<br />negative<br />@Steven_InSites #cm48<br />
    17. 17.
    18. 18. join, because the tone of voice will change<br />
    19. 19. THREE STRATEGIES:<br />
    20. 20.
    21. 21.
    22. 22.
    23. 23. 16%<br />77%<br />7%<br />
    24. 24. ONLY 1 OPTION<br />
    25. 25. I suck at everything I do<br />
    26. 26.
    27. 27. Create context forsuccess<br />
    28. 28. Has a community: 38%<br />
    29. 29. Has a community: 38%<br />
    30. 30. HigherGrowthrate<br />Has a community: 38%<br />
    31. 31. New KPIs: 38%<br />
    32. 32. New KPIs: 38%<br />
    33. 33. Productdevelopment<br />CO-CREATE<br />change<br />Touchpoints experience<br />Conversationson & offline<br />
    34. 34. Consumer Safari<br />
    35. 35. PEERS<br />ADVOCATES<br />COLLEAGUES<br />JUDGES<br />Consumer in the Boardroom<br />
    36. 36. Consumers as PEERS<br />Getting close to consumers<br />Immersing in their daily lives<br />Understanding their reality<br />
    37. 37. Consumers as ADVOCATES<br />Making consumers identify with your brand<br />Generating content for them worth sharing<br />Activating them to grow and defend your brand<br />
    38. 38. Consumers as COLLEAGUES<br />Supporting decision-making<br />Inspiring you with their new ideas<br />Reviewing your marketing strategy & plans<br />
    39. 39. Consumers as JUDGES<br />Providing you with valuable feedback<br />Helping you improve performance & experience<br />Benchmarking you with competitors<br />
    40. 40. A FINAL IDEA:<br />
    41. 41. CONSUMER IN THE BOARDROOM<br />
    42. 42. CCO<br />
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