SMiB09 Eaon Pritchard

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Brand Engagement
Eaon Pritchard (Geronimo) - How forward thinking brands are connecting with their customers in the on-demand, converged media landscape.

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  • Using recession as an opportunity to out-think the competition and be in a different game when the better times arrive
  • Experiences – Virgin Atlantic Upper Class
  • the voice of the customer is far more compelling
  • 20 employee printing services company in the USWanted to ‘increase awareness’ of offering Focus was driving inbound links, traffic and enquiriesFormulated a ‘destroy your printer’ contest.Entrants were asked to submit videos of old, obsolete printers being destroyedContest prize was a year’s supply of toner for all the winner’s printersOver 100 videos submitted to contestMore than 10,000 media plays of submissions on YouTubeCoverage in trade press (Recycler Magazine), both in print and onlineWinning company donated toner to a local charity, gaining more press coverageA number of contest entries were from local companies that went on to change their print suppliers to Expert Laser Services
  • …find the most influential customers…
  • SMiB09 Eaon Pritchard

    1. 1.
    2. 2.
    3. 3.
    4. 4.
    5. 5. But first, a word of caution….<br />
    6. 6. Social media experts….<br />
    7. 7.
    8. 8.
    9. 9. The real digital revolution has been about consumer empowerment, the ability of consumers to research and learn about products and services and then make decisions, sometimes independently from marketing and advertising messages and increasingly following recommendations of other people, just like them.<br />
    10. 10. Communicating<br />People<br />online<br />
    11. 11.
    12. 12.
    13. 13.
    14. 14. The single biggest <br />marketing mistake<br />made in any business…<br />…is looking at things <br />from your perspective, <br />not the customers<br />
    15. 15. create value<br />Situations<br />People<br />Passions<br />
    16. 16. advertiser<br />consumers<br />
    17. 17. advertiser<br />consumers<br />
    18. 18. Some trends to consider<br />
    19. 19. my way…<br />
    20. 20. instant <br />gratification<br />
    21. 21. P2P…<br />
    22. 22. the experience economy<br />
    23. 23. Three ‘worlds’<br />Owned<br />media<br />Paid-for<br />media<br />Earned<br />attention<br />Interdependent and interconnected….<br />
    24. 24. Owned<br />media<br />Paid-for<br />media<br />Earned<br />attention<br />- Everything else<br />
    25. 25. Even passively ‘loyal’ customers of other brands<br />are more likely to switch…<br />Customers<br />Awareness<br />Consideration<br />Evaluation<br />Loyalty<br />…if we add value during the active evaluation process.<br />
    26. 26. The voice of the customer<br />91% say consumer reviews are the #1 aid to<br />buying decisions - Williams Group<br />87% trust a friend’s recommendation over <br />critic’s review - Marketing Sherpa<br />78% are more likely to trust peer opinions over<br />All other media for purchasing decisions – Neilsen<br />60% of touchpoints in the customer buying <br />journey are consumer-driven - McKinsey<br />
    27. 27. Acquisition<br />through attraction/earned attention<br />Development<br />move further up the permission ladder<br />Retention<br />turning customers into loyal customers<br />
    28. 28.
    29. 29. SCANIA Social Media Newsroom<br />
    30. 30. Expert Laser Services: Destroy Your Printer<br />
    31. 31. Baker Tweet<br />
    32. 32. Cupra ‘Quickie’<br />
    33. 33. Make something <br />worth talking <br />about<br />
    34. 34. Make something <br />worth talking <br />about<br />Tell it to people <br />who want to hear<br />
    35. 35. Make something <br />worth talking <br />about<br />Tell it to people <br />who want to hear<br />They tell it to <br />their friends<br />
    36. 36. Make something <br />worth talking <br />about<br />Get permission<br />to tell them about <br />the next thing<br />Tell it to people <br />who want to hear<br />They tell it to <br />their friends<br />
    37. 37. Relevance<br />Level of<br />Permission<br />Effectiveness<br />Of Marketing<br />Knowledge of customer<br />
    38. 38. interdependence<br />
    39. 39. Impermanence<br />
    40. 40.
    41. 41. KARMA<br />
    42. 42.
    43. 43. What can I give?<br />
    44. 44.
    45. 45. thanks<br />
    46. 46. geronimo.co.uk<br />eaonpritchard.blogspot.com<br />@eaonp<br />

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