The Groundswell


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Presentation I gave in the course of Direct Marketing (January 2009)

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The Groundswell

  1. 1. Groundswell<br />Het belang en de invloed van sociale netwerken in de strategie en marketingmix<br />
  2. 2. Economische crisis<br />Moeilijker de consument te overtuigen<br />Word of Mouth is essentieel !<br />Awareness<br />Consideration<br />Preference<br />Purchase<br />Loyalty<br />Eyeballs<br />Traditional<br />media<br />Direct<br />marketing<br />
  3. 3. Economische crisis<br />Bedrijven verhogen uitgaven in kanalen die word of mouth als resultaat hebben.<br />
  4. 4. Het begrip ‘groundswell’<br />Charlene Li & Josh Bernoff:<br />“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”<br /> bv. Facebook, Netlog, Twitter, Second Life … <br />
  5. 5. Het begrip ‘groundswell’<br />UGC<br />Wikis<br />RSS<br />IM<br />Forums<br />Blogs<br />Podcasting<br />Gadgets<br />Widgets<br />XML<br />Buzz<br />Personal portals<br />Twitter<br />Social Networks<br />
  6. 6. I trust … <br />Recommendations from friends/family<br />Consumer opinions posted online<br />Requested email updates<br />Ads in newspapers<br />Ads on TV<br />Ads on radio<br />Ads in magazines<br />Branded Web sites<br />Search engine ads<br />Web banner ads<br />Ads on mobile phones<br />0%<br />20%<br />40%<br />60%<br />80%<br />100%<br />
  7. 7. Nachtmerrie voor bedrijven<br />
  8. 8.
  9. 9. Je merk wordt bepaald door de consument<br />In jouw voordeel gebruiken door:<br />Deelnemen aan de (C2C-) conversatie<br />
  10. 10. This is your company…<br />
  11. 11. These are your customers in the groundswell…<br />
  12. 12. This is your company and itscustomers in the groundswell<br />
  13. 13. Hoe kunnen bedrijven deelnemen?<br />P<br />PeopleAssess your customers’ social activities<br />O<br />ObjectivesDecide what you want to accomplish<br />S<br />StrategyPlan for how relationships with customers will change<br />T<br />TechnologyDecide which social technologies to use<br />
  14. 14. People<br />P<br />Creators<br />European online adults<br />Young online European consumers<br />10%<br />39%<br />Critics<br />19%<br />57%<br />Collectors<br />9%<br />17%<br />Joiners<br />13%<br />52%<br />40%<br />81%<br />Spectators<br />53%<br />14%<br />Inactives<br />O<br />S<br />T<br />The Social Technographics ladder<br />
  15. 15. People<br />P<br />O<br />S<br />T<br />European Online Adults<br />Bron: European online adults. Source: European Benchmark Mail Survey, Q2 2008<br />
  16. 16. People<br />P<br />O<br />S<br />T<br />Global Online Adults<br />Bron: European online adults. Source: European Benchmark Mail Survey, Q2 2008<br />
  17. 17. People: Case Lego<br />AFOL: Adult Friends of Lego<br />P<br />O<br />S<br />T<br />
  18. 18. People: Case Lego<br />Eric Kingsley<br />P<br />O<br />S<br />T<br />
  19. 19. People: Case Lego<br />Joe Comeau<br />P<br />O<br />S<br />T<br />
  20. 20. People: Case Lego<br />Linda Dallas<br />P<br />O<br />S<br />T<br />
  21. 21. People<br />Besluit<br />Er zijn verschillende soorten mensen, die op een verschillende manier participeren.<br />Elke groep is belangrijk.<br />Focus richten op Creators en Critics, die op hun beurt de rest beïnvloeden.<br />P<br />O<br />S<br />T<br />
  22. 22. Objectives<br />Voornaamste rollen en de daarbij horende doelstellingen:<br />P<br />Listening<br />Talking<br />Energizing<br />Supporting<br />O<br />S<br />T<br />Groundswell objectives<br />Roles<br />Research<br />Marketing<br />Sales<br />Support<br />
  23. 23. Research ----------&gt; Listening<br />P<br />O<br />S<br />T<br />Learning from what<br />your customers are<br />saying<br />
  24. 24. Research ----------&gt; Listening<br />Del Monte: blog “I love my dog”<br />P<br />O<br />S<br />T<br />
  25. 25. Een conversatie met klanten<br />P<br />O<br />S<br />T<br />Del Monte: What does your dog eat for breakfast?<br />George: . . . she would definitely want bacon and eggs and she would want ketchup on her eggs. She loves ketchup!!! <br />Del Monte: Would you buy more treats if they had vitamins and minerals as ingredients?”<br />George: I would buy healthier treats over ones that didn’t have vitamins and minerals. . . . I try to look for amino acids and omega 3 and fish oils. <br />Research ----------&gt; Listening<br />
  26. 26. Succesvolle product development door het luisteren naar de consument.<br />P<br />O<br />S<br />T<br />Research ----------&gt; Listening<br />
  27. 27. Marketing ----------&gt; Talking<br />P<br />O<br />S<br />T<br />Two-way <br />conversation,<br />not just shouting<br />
  28. 28. Marketing ----------&gt; Talking<br />P<br />O<br />S<br />T<br />
  29. 29. Marketing ----------&gt; Talking<br />P<br />O<br />S<br />T<br />
  30. 30. Sales ----------&gt; Energizing<br />P<br />O<br />S<br />T<br />Helping your <br />best customers<br />to recruit others<br />
  31. 31. Sales ----------&gt; Energizing<br />P<br />O<br />S<br />T<br />
  32. 32. Sales ----------&gt; Energizing<br />Demografie <br />Gem. leeftijd 45,6 jaar (Midlife crisis)<br />Hard rockers en advocaten<br />Traditionele, Amerikaanse stijl<br />“Geluid van de Harley”<br />P<br />O<br />S<br />T<br />
  33. 33. Sales ----------&gt; Energizing<br />“Customers are more effective in spreading the word, because they are more enthousiastic than the marketing department.” (Josh Bernoff)<br />P<br />O<br />S<br />T<br />
  34. 34. Sales ----------&gt; Energizing<br />P<br />O<br />S<br />T<br />
  35. 35. Sales ----------&gt; Energizing<br />P<br />O<br />S<br />T<br />
  36. 36. Support ----------&gt; Supporting<br />P<br />O<br />S<br />T<br />Enabling<br />your customers<br />to support<br />each other<br />
  37. 37. Support ----------&gt; Supporting<br />“Predator” op het Dell Community Forum<br />P<br />O<br />S<br />T<br /><ul><li>Posts since 1999: 20,452
  38. 38. Pages Viewed: 1,111,675
  39. 39. Total Online Minutes: 473,113</li></ul>“I actually enjoy helping people. That’s what got me hooked: when you help people and they say ‘Thank you’.”<br />
  40. 40. Strategy<br />Consistentie, consistentie, consistentie, consistentie, … <br />P<br />O<br />S<br />T<br />
  41. 41. Technology<br />Afhankelijk van:<br />Strategie<br />Doelstellingen<br />Doelpubliek<br />P<br />O<br />S<br />T<br />
  42. 42. Wat hebben we geleerd vandaag?<br />In een recessie kunnen sociale netwerken je effectiefste media zijn.<br />Consumenten beslissenwat merken betekenen.<br />Analyseer:<br />People<br />Objectives<br />Strategy<br />Technology<br />