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NMA Live - Demystifying Engagement
 

NMA Live - Demystifying Engagement

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I gave this presentation today on behalf of 1000heads at the NMALive event: Online Engagement: Demystified.

I gave this presentation today on behalf of 1000heads at the NMALive event: Online Engagement: Demystified.

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12 of 2 previous next

  • Full Name Full Name Comment goes here.
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  • At 1000heads we have tow main streams of work, word of mouth activation, WOMActive (the area I head up) and word of mouth tracking and monitoring, WOMTrak. Using the latter we can find the right voices for the right activities. Given the deep nature of the engagement we couldn't ask just anyone to take part, as the request would've no doubt scared off someone who had never *engaged* with Nokia before...

    So I guess in answer to your question, we profiled them using WOMTrak against the specific client brief that we were given.

    And thanks for the kudos :)
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  • Really nice presentation.

    I'm curious - they key voices mentioned in the N96 case study - how were these identified? Were they drawn from the engaged users?
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  • Good stuff
  • Today’s Brief
  • First you need to meet Frank and Keith – say Hello
  • Frank and Keith live here – this is their Social Space
  • Look, they’re even being social.
  • SOCIAL SPACES
  • Well
  • This is Rich, being social – in a social space.
  • This is Tarek, being social – in a social space
  • Online
  • Offline
  • SOCIAL SPACES ARE BOTH
  • Penguins live above water
  • Penguins live below water – these are all social spaces. Above water, below water – online/offline – they all feed each other and what happens all of these social spaces?
  • CONVERSATION
  • This is important…. Repeat. Read. Repeat. You can’t have referral without….
  • ENGAGEMENT
  • But you have to define it first
  • Behaviour, type and content. Once we’ve done that, we need to divide them up into different categories…
  • Advocates
  • Detractors
  • Experts
  • Newsbreaker
  • Emerging
  • Where are they?
  • We monitor and we…
  • LISTEN!
  • So, what do we do now?
  • I’m going to take you through just one of these today; the advocates
  • This will build – ready?
  • Nascent Advocacy – Low Level of Emotional Investment
  • Traditionally normal campaigns run like this….
  • … but now, thanks to the previous advocacy building model – they can build like this.
  • But…
  • I know what a wall looks like when it’s finished because it’s a wall. I set out to build a wall and the end of it, I have a wall.
  • So be clear…
  • What do you want to improve?
  • Do we have time?
  • Slightly impressive?
  • WHAT ABOUT FRANK AND KEITH?!
  • Well.. They have nothing to do with the presentation but…
  • If you haven’t learned anything throughout this whole presentation, at least you’ll walk away and lead a slightly happier life. Thank you.

NMA Live - Demystifying Engagement NMA Live - Demystifying Engagement Presentation Transcript

  • NMA Live: Engagement Demystified Friday, January 22 nd 2010 James Whatley @whatleydude 1000heads – The Word of Mouth People @1000heads
  • ENGAGEMENT BEYOND ADVERTISING: IDENTIFYING AND EVALUATING ENGAGED CUSTOMERS IN THE SOCIAL SPACE
  • Hello Hi
  • Hello Hi
  • Hello Hi Hello Hi
  • SOCIAL SPACES
  • What about them…
  • They’re here…
  • … and here
  • Online / Offline
  • Online / Offline
  • SOCIAL SPACES
  • Hello Hi
  •  
  • CONVERSATION
    • “ A trusted referral from a non-branded, independent entity is more powerful than any amount of advertising, marketing or PR.”
    • - Blake Chandlee, Facebook
  • ENGAGEMENT
  • What is an engaged user?
  • What is an engaged user?
    • Emotional involvement can be measured via:
      • Participation behaviour (initial, sporadic, sustained)
      • Participation type (comment, repost, social bookmark)
      • Polarity of content
  • Advocate
  • Detractor
  • Expert
  • Newsbreaker
  • Emerging
  • How do we find them?
  • How do we find them?
    • Monitoring…
    • … monitoring…
    • … more monitoring
    • MONITORING THE INTERNET
  •  
  •  
  • Advocate
  • Building advocacy: sample journey
  • Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time
  • Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Spark (advertising, in-store, launch anticipation, digital campaign)
  • Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign)
  • Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Direct engagement phase Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign)
  • Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Direct engagement phase
  • Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Direct engagement phase
  • Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Direct engagement phase Ignition
  • Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Ongoing Fuelling (WOM / advocacy stream) Direct engagement phase
  • Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT MATURE ADVOCACY HIGH LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation WOM Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Ongoing Fuelling (WOM / advocacy stream) Direct engagement phase
  • Traditionally Anticipation, excitement Ongoing gratification Product launch Reasons to join conversation M ore energy needed
  • Word of Mouth Developing offline following Respected WOM Themes & Campaigns Product launch Higher spend per capita Recommending products & services Embracing future activity Building passion
  • How do you evaluate?
  • IT DEPENDS
  • Set clear goals
  • WHAT IS YOUR OBJECTIVE
  • Sales? Awareness? Care? Information sharing? Advocacy building? Perception change?
  • Time for a quick case study?
    • A WOM narrative created to support the launch of the Nokia N96
    • 12 key voices were creatively inspired through challenges to interact with Nokia products & services, producing compelling & informative WOM during their journey
    • Ninja suits & ancient parchments were sent to the voices to immerse them into the experience
    • Key voices generated 186,000 engagements
    WOM project The N96 challenge
  • Most, if not all my family now own a Nokia device , mainly down to myself highly recommending the Nokia brand WOM project The N96 challenge
  • WOM marketing activity such as the N96 challenge has built brand advocates who are super consumers and who evangelise the brand to others. Deep connections have been made with an inner circle of 700+ key social media savvy consumers – the key voices. WOM project The N96 challenge
  • * Jan 09 voices poll (200 key voices – tech and non tech) WOM project The N96 challenge The WOM ripple… 93% of key voices recommend Nokia products and services to friends and family 43% of those who took part in a WOM programme went on to purchase the product
  • WOW
  • I KNOW WHAT YOU’RE ALL THINKING
  • Hello Hi
  • Hello Hi Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6%
  • Hello Hi Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6% James Whatley / 1000heads / james.whatley@1000heads.com @whatleydude / @1000heads / @wewantworkwith