New Marketing Summit: Project Dogfood - John Stone


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Imagine asking your customers what they want from your online presence. Instead of a focus group, or a few internal project meetings, imagine going to the people who will actually use your website, will interact with your business, and asking them what they want. That's what Project Dogfood is all about.
Learn what happens when you ask some open questions, build a community platform to capture the conversation, and then implement what your stakeholders actually want.

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New Marketing Summit: Project Dogfood - John Stone

  1. 1. Project Dogfood Lessons in Transparency New Marketing Summit October 14, 2008
  2. 2. If marketing seems more pre-occupied with talking, why not come up with a practice for listening?
  3. 3. How does a company know what its customers want from them online?
  4. 4. Ask. Listen. Communicate.
  5. 5. What is it? <ul><li>A new media marketing approach </li></ul><ul><li>Engaging a community to launch a product, seed a market or enhance an offering </li></ul><ul><li>A technology-enabled listening campaign </li></ul>
  6. 7. What We Learned <ul><li>Communities have unique ideas backed by passion. </li></ul><ul><li>Given the chance, peer participation trumps bland surveys. </li></ul><ul><li>Listening and then responding/acting is an important marriage. </li></ul><ul><li>Make it about more than your product. </li></ul><ul><li>The process is iterative. Doesn't stop after once. </li></ul>
  7. 8. Using Dogfood: 4 Scenarios <ul><li>New Product, New Market </li></ul><ul><li>Get More Eyeballs </li></ul><ul><li>Big Brand, New Product </li></ul><ul><li>Loyal Brand, New Product </li></ul>
  8. 9. 1. New Product, New Market <ul><li>Situation </li></ul><ul><ul><li>New product targeted for new segment </li></ul></ul><ul><ul><li>Online audience of gamers </li></ul></ul><ul><li>Complication </li></ul><ul><ul><li>Low current market share, low mind share among audience </li></ul></ul><ul><li>Answer </li></ul><ul><ul><li>Seed the network for receptivity </li></ul></ul><ul><ul><li>Educate the power users </li></ul></ul>
  9. 10. New Product, New Market Power User Engagement Set Objectives Network Analysis Forum & Blogosphere Engagement Listening and Measurements
  10. 11. 2. Get More Eyeballs <ul><li>Situation </li></ul><ul><ul><li>Rich site with extensive technology-related content that would be valued by vertical B2B marketplace </li></ul></ul><ul><ul><li>Opportunity to both retain and expand customer base </li></ul></ul><ul><li>Complication </li></ul><ul><ul><li>Site usage low, poor web visibility, crowded space </li></ul></ul><ul><li>Answer </li></ul><ul><ul><li>Dogfood the users </li></ul></ul><ul><ul><li>Enhance the site experience, align content – participation, social bookmarking and usability </li></ul></ul><ul><ul><li>Expand links </li></ul></ul>
  11. 12. Get More Eyeballs Set Objectives Network and User Analysis Forum & Blogosphere Engagement Social Media Listening and Measurements User Engagement Site Experience, Web 2.0, SEM Aligned Content Development
  12. 13. 3. Big Brand, New Product <ul><li>Situation </li></ul><ul><ul><li>Very well known brand developing a newly branded service for consumers/ merchants </li></ul></ul><ul><ul><li>Targeting a major roll-out </li></ul></ul><ul><li>Complication </li></ul><ul><ul><li>New brand not aligned with old brand personality. Threat of backlash, negative press </li></ul></ul><ul><ul><li>Traditional media not adequate – especially pre-launch </li></ul></ul><ul><li>Answer </li></ul><ul><ul><li>Engage blogosphere </li></ul></ul><ul><ul><li>Transparent adoption / implement suggestions </li></ul></ul>
  13. 14. Big Brand, New Product Set Objectives Forum & Blogosphere Engagement Listening and Sentiment Analysis Online Focus Groups Iterative Changes Consumer & Merchant Campaign
  14. 15. 4. Loyal Brand, New Product <ul><li>Situation </li></ul><ul><ul><li>Popular brand, re-launching new version of mainstay product </li></ul></ul><ul><li>Complication </li></ul><ul><ul><li>Must not tarnish the brand </li></ul></ul><ul><ul><li>Must align with advertising campaign and existing social media strategies </li></ul></ul><ul><ul><li>Timing and coordination critical </li></ul></ul><ul><li>Answer </li></ul><ul><ul><li>Consumer participation– photo, video, mash-ups </li></ul></ul><ul><ul><li>Facebook marketing </li></ul></ul><ul><ul><li>Velvet rope with the power users </li></ul></ul>
  15. 16. Loyal Brand, New Product Social Network Analysis Media-aligned Campaigns Listening and Feedback Measure Impact Envision Campaign Set Objectives
  16. 17. Some Takeaways <ul><li>All programs are not created equal </li></ul><ul><li>Begin with the end in mind.. set clear objectives </li></ul><ul><li>Make it fun and innovative </li></ul><ul><li>Not all ideas are implemented – communicate </li></ul><ul><li>Listen, measure- before, during, after </li></ul><ul><li>Participate and be transparent </li></ul>