Consumer 2.0 Meet the new “Homo Feelgoodonicus”: • is ineﬃcient & unpredictable • is mo:vated by what makes him/her happy • ignores most of the marke:ng messages • can decide & buy en:rely based on emo:ons • likes to be social and be part of a community
The consumer has changed… h=p://www.youtube.com/watch?v=heSudg-‐FIk
People 2.0 are “interconnected” The average “interconnected” consumer has +150 followers
It’s all about: • People being interconnected • having Conversa6ons • using all available Media
5 Key Principles to live by… 1. Get connected. You will not fully grasp the poten6al if you are not connected. 2. Think like your customers (and their customers). Get to know them and their agenda. Interact with them. Leverage your inﬂuencers. 3. Strategy ﬁrst, then technology. Don’t make Social a business priority. Make it an enabler of your exis6ng business priori6es. 4. Get comfortable with change. It’s the new constant. Don’t be afraid to be an early adopter (or at least a fast follower). 5. Watch. Listen. Learn. Interact. Repeat. Commit to ongoing learning, interac6on and conversa6ons with your customers.
Threats § It’s probably just a Fad/Hype/Technology § Communi6es are created without my consent § We will not be in control anymore! § Company processes are not ready § Company/employee culture is not ready § Our CEO doesn’t use Facebook… § Campaigns without a strategy § Star6ng too late § All budget to campaign, not enough leq for 1 year of “ongoing dialogue” § … Social Media needs a new artude from all stakeholders!
Opportuni6es § Market research – Authen6c Customer Insights § Customer Support § Contextual marke6ng / Social CRM § Product Design § Natural SEO § Human Resources § Developing new business models § Sales § … You can already start a dialogue for less than 0,2 FTE (Social Media Managers, Conversa6on Managers, …)
How do communi6es get started? 1. You need a fool to start , he needs the guts to stand alone and look ridicolous 2. Must be easy to follow 3. First follower transforms the fool into a leader 4. Leader shows how to follow 5. It’s now about them 6. Second follower changes two nuts into a crowd 7. New followers need to see the followers as they want to emulate them 8. A movement is started! 9. It’s no longer risky to join the movement 10. Those who didn’t join became the fools
Case: Obama – Yes We can – Hope.Act.Change h=p://www.youtube.com/watch?v=jjXyqcx-‐mYY&feature=related
Your Checklist for a succesfull case: ü Fun experience ü Added Value You should oﬀer: ü Par6cipa6on ü Collabora6on/Sharing ü Dialogue/Tool ü Authen6c ü Relevant You should be: ü Posi6ve ü Honest ü Trustworthy
What’s a Brand Advocate? A customer… • who has an outspoken posi:ve percep:on of a brand • who will talk favorably about a brand to their friends • who can help generate brand awareness • who can inﬂuence purchase inten:ons They have always been there … BUT never had much chance to be heard. DIGITAL is their tool
Customers as Brand Advocates Brand Advocates: They like to convert peers Oqen as well Innovators (2%) & Early Adopters (13%) They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)
Why are Brand Avocates so interes:ng? Promo:onal oﬀers sent by Advocates convert 5 :mes more (than oﬀers sent by brands) ACTION: Iden3fy and mobilize your Advocates!
53 percent of advocates (vs 33 percent for consumers) want to be recognized as an individual. DeloiXe study
Case: Toyota -‐ Boosted Conversa6ons They turned up the volume of their response level and created a social media war room that’s staﬀed with 6 to 8 responders during the crisis.
Toyota case: Some Facts In the ﬁrst 5 days, over a million people viewed the Digg Dialogg video interview with president, Jim Lentz: “Some of our models, such as Prius, have entrenched communi6es of enthusiasts with whom we engage, as they’re authen6c brand advocates.” “ROI is certainly important to us in the long run, however we don’t plan to wait to deﬁne it before advancing ini6a6ves we know are important. Over 6me we will deﬁnitely evaluate our eﬀorts in order to determine how they are impac6ng key metrics. Those results will become the new benchmarks for future ini6a6ves, and ul6mately the founda6on for measuring ROI.” hXp://www.toyotaconversa:ons.com/ hXp://ad-‐tech.blogs.imediaconnec:on.com/2010/03/30/370/
Ooops ... We forgot to talk about your most valuable brand inﬂuencers … as many companies tend to forget. Big mistake, sorry!
Your employees! The most overlooked segment of poten:al brand building are your employees! They are out there in the world interac:ng with people every day (Ogilvy & Mather)
Brand Advocates & Brand Ambassadors Brand Ambassadors: Brand Advocates: Paid employees or receive kind of They like to convert peers ﬁnancial award to promote a Oqen as well Innovators (2%) & Early Adopters (13%) brand They express their love for your brand to others (but are not trying to convert others, typically Facebook Fans)
Case Best Buy -‐ Twelpforce Checklist OFFER: q Fun Experience q Added Value q Collabora6on q Par6cipa6on q Dialogue/Tool Checklist BE: q Authen6c q Relevant q Posi6ve q Honest q Trustworthy
What is makes Mobile so special? QUESTION: Can you please show your mobile? 1. Mobile is personal 2. Mobile is always carried – the world in my pocket 3. Mobile is always on 4. Mobile has a built in payment mechanism 5. Mobile is there at the point of crea3ve impulse (instant)
What’s the sum of Social + Mobile + Loyalty? Loyalty € Social Mobile
8. Loca)on Based Marke)ng It’s all about relevance
The boom today: Loca:on Based Services • People-‐ and business-‐driven • De-‐centralized models • Bo=om-‐up • Rich experience • Rela6onship, engagement, loyalty • Social • Incen6ve-‐based (badges, coupons, ...) €
Case Thomas Cook – Loca:on Based Service • World Travel Conference • 2000 a=endees Checklist OFFER: q Fun Experience q Added Value • How to interact with a=endees? • How to manage? q Collabora6on • Fast and eﬃcient q Par6cipa6on q Dialogue/Tool Checklist BE: • Welcome messages q Authen6c • Timed announcements Relevant q • Departure messages q Posi6ve € q Honest • 4 interac6ve zones q Trustworthy • Targeted announcements • Real Time Sta6s6cs => adapta6ons
B2B Case: Accenture – Linkedin Group Accenture focused on building out their LinkedIn group to run their recruitment campaign. They focused ini:ally on building up their company LinkedIn group in what became a very ac:ve community with more than 21.400 members. This has grown to generate 13 subgroups which are represented by diﬀerent specialists within Accenture. Their LinkedIn ac:vity has resulted in employments for the business. hXp://www.linkedin.com/groups?about=&gid=2301607&trk=anet_ug_grppro
B2B Case: SCANIA – Social Newsroom SCANIA wanted to look at what they could oﬀer their consumers in a branded online space. Their social newsroom features original content focused within their industry. Diﬀerent types of content, including a blog and an embedded Flickr gallery, gives something to their users that you wouldn’t normally expect from a company of their type or industry. Based on how people are discovering content nowadays, by oﬀering a hXp://www.scanianewsroom.com/ completely social experience.
B2B Case: CISCO – ASR Launch h=p://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded
B2B Case: Dymo – Dealer Portal DYMO Corpora:on is the leading manufacturer of handheld label makers & label printers and wanted to build a direct & regular contact with their resellers. They developed an extranet based dealer portal using diﬀerent Loyalty & Social func:onali:es. Main focus is on crea:ng real added value for the resellers through providing all Marke:ng & Campaign Materials, very easy E-‐Learning Modules, linking the monthly sales out data with a Loyalty Program & internal compe::on. hXp://www.dymoconnect.com
Social media shouldn’t be 100% of 1 person’s job, but 1% of 100 people’s jobs
B2B Case: IBM – The Art of Sale h=p://www.youtube.com/watch?v=90W5hWsYV3Q&feauture=player_embedded
B2B Case: IBM – The Art of Sale What Works: IBM’s Culture for Social Media Innova)on 1. Stand back -‐ Have guidelines, but don’t police from above. Employees tend to self-‐regulate. 2. Involve employees in SM planning -‐ Let employees write the guidelines and they’ll feel empowered. 3. Give them the tools—and a green light -‐ Not every company can create their own tools. Look for powerful social media tools and encourage employees to use them to do their jobs be=er. 4. Use crowd-‐sourcing -‐ Bring together employees, clients, partners and friends for powerful idea-‐sharing.
LBi’s Social Media Roadmap Low Aien)on span High Aien)on 2 months 12 months Aien)on 2 years 2 weeks Low control .crowd sourcing .brand advocates empower .1:1 marke6ng .loyalty program engage .microblog .1:1 emails .shared experiences .enriched proﬁles .social bookmarking .podcast .personalized folders .visual DNA Control dialogue .1:1 booklets .reputa6on management .1:1 lab .online media campaign .wiki .surveys listen .twi=er .hire conversa6on Manager .employees .email marke6ng .blog .facebook .tes6monials .PR .website publish .print .monitoring .TV .folder High Control .radio .magazine 1.0 .direct marke6ng 2.0 3.0 Low High Interac)on Interac)on Interac)on
Prepare for engagement (Part 1/3) 1. Where are your target groups (Listen)? 2. Do we have Social Media believers within our company? 3. Can we group the Brand Ambassadors (employees)
Prepare for engagement (Part 2/3) 4. Can we locate Brand Advocates (Consumers) 5. Can we get support & buy-‐in from management 6. Is our organisa)on & processes ready?(SM Guidelines)
Prepare for engagement (Part 3/3) 7. Deﬁne your marke)ng objec)ve + KPI’s (Awareness, Fidelisa6on, ...) 8. Set up more professional Monitoring of your MicroSegments 9. Allocate 6me, resources and budget
Henry Ford: If Id asked my customers what they wanted…
If Id asked my customers what they wanted… theyd said a faster horse. (Henry Ford)
1. Listen Microblogging • Many free tools • Aggregate brand men:ons in open content sources, e.g. Blogs • Blogs and forums • Tweets • News feeds • Requires :me, resources and Aggregators pa:ence, due to the manual work associated to it
2. Monitor • To listen ac:vely, report and analyse • Measure results, changes and trends • Iden:fy poten:al crises • Enterprise tools specialise in tracking and measurement • Iden:fy where your target groups are • Learn their language
3. Engage • Set up a conversa:on team • Set up conversa:on guidelines • Microsegment • Deﬁne your objec:ves • Diﬀerent strategies/segment • Deﬁne ac:on and reac:on based on the analysis of data • Respond on ques:ons and complaints • Use customer insight for improvement and innova:on • Adapt your roadmap Back
Engage & Empower (Part 1/3) 1. Analyse your listening & monitoring results 2. Build a strategy & roadmap based on the objec6ve/microsegment 3. Build a presence on the main applica6on of your targetgroup
Engage & Empower (Part 2/3) 4. Pick up user generated stories 5. Create Added Value content, applica6ons or widgets 6. Boost these stories through communi)es & networks
10 Social Media Guidelines (Phase1: Basic) 1. Start with social media in a very early stage (Listen) 2. Locate your target groups 3. Locate the SM believers within your company (employees) 4. Group the Brand Ambassadors (employees) 5. Locate Brand Advocates (Consumers) 6. Get support/buy-‐in from management 7. Check your organisa)on & processes (SM Guidelines) 8. Deﬁne your marke)ng objec)ve + KPI’s (Awareness, Fidelisa6on, ...) 9. Set up more professional Monitoring of your MicroSegments 10. Allocate 6me, resources and budget
10 Social Media Guidelines (Phase2: Advanced) Once you are ready to ENGAGE & EMPOWER 1. Analyse your listening & monitoring results 2. Build a strategy & roadmap based on the objec6ve/microsegment 3. Build a presence on the main applica6on of your targetgroup 4. Pick up user generated stories 5. Create Added Value content, applica6ons or widgets 6. Boost these stories through communi)es & networks 7. Empower Brand Ambassadors (Employees) 8. Empower Brand Advocates (Consumers) 9. Consistent 360 degrees presence (Perfect Media Mix) 10. It’s not about you, it’s about them!
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