James Whatley 1000 heads

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SMCC 2010 - James Whatley presentation on WOM

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James Whatley 1000 heads

  1. 1. Why I own a Nokia N8 A very personal case study… Social Media in a Corporate Context James Whatley, 19th October 2010
  2. 2. Paperboy, (an award winning) Burger flipper, Runner (the TV kind, not long distance), Dancer (yes, really), Accountant (it was a dark time), Product Manager, Customer Champion, Digital Marketer, Head of Digital, Head of Social & Digital and today? Engagement Strategy Director at… @Whatleydude
  3. 3. July 2005
  4. 4. MC HAMMER
  5. 5. Building advocacy: sample journey
  6. 6. Building advocacy: sample journeyEmotionalindex NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time
  7. 7. Building advocacy: sample journeyEmotionalindex NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversatio n Spark (advertising, in-store, launch anticipation, digital campaign)
  8. 8. Building advocacy: sample journeyEmotionalindex NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversatio n Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign)
  9. 9. Building advocacy: sample journeyEmotionalindex NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversatio n Direct engagement phase Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign)
  10. 10. Building advocacy: sample journeyEmotionalindex NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversatio n Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Direct engagement phase
  11. 11. Building advocacy: sample journeyEmotionalindex NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversatio n Profiling / understanding Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Direct engagement phase
  12. 12. Building advocacy: sample journeyEmotionalindex NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversatio n Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Direct engagement phase Ignition
  13. 13. Building advocacy: sample journeyEmotionalindex NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversatio n 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
  14. 14. Building advocacy: sample journeyEmotionalindex NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT MATURE ADVOCACY HIGH LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversatio n 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
  15. 15. Online + Offline
  16. 16. Presences Online + Offline Narratives Baseline Advocacy Detractor management Events WOM triggers Campaign support Relationships Workshops
  17. 17. Traditionally Anticipation, excitement Ongoing gratification Product launch Reasons to join conversation More energy needed
  18. 18. Word of Mouth Higher spend per capita Recommending products & services Embracing future activity Building passion Developing offline following Respected Themes & Campaigns Product launch
  19. 19. How do you evaluate?
  20. 20. Set clear goals
  21. 21. Time for a quick case study?
  22. 22. • 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
  23. 23. 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
  24. 24. 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 7000+ key social media savvy consumers – the key voices. WOM project The N96 challenge
  25. 25. * 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
  26. 26. Key takeaways?
  27. 27. Presences Online + Offline Narratives Baseline Advocacy Detractor management Events WOM triggers Campaign support Relationships Workshops
  28. 28. Set clear goals
  29. 29. Thank you Social Media in a Corporate Context James Whatley, 19th October 2010

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