digiAindra                 The	  Social	  Media	                     Conversa2on	                          Ian	  Fenwick	 ...
The quote’s from the                                                   digiAindra                                         ...
This is how many marketers still see theirdigiAindra                                        digiAindramarket, they even ca...
digiAindraToday’s	  Consumers	  But today the market is lean forward active, notlean back coach potatoes                  ...
digiAindraTradi4onal	  4	  P’s	                    Product	                                   Price	                 Promo...
With	  the	  5th	  P,	  privacy,	  lurking	  as	  a	  major	  issue	  for	   marketers	  
digiAindraSocial	  media:	  pure	  par4cipa4on	     people sharing content with people     creating content for people    ...
digiAindra  traditional marketing was a monologue marketers talked,     people listened (maybe) people are tired of monolo...
digiAindraCan’t	  I	  avoid	  social	  media?	  §  people can write whatever they want   –  that’s how you find what they...
digiAindraCan’t	  I	  avoid	  social	  media?	                                        the p ath to                        ...
digiAindra             1. “Conversation is                 the new attentionPeople talking about yourmessage, whether phys...
digiAindra Of course it snot always good    attention     Copyright © ian fenwick. All rights reserved
digiAindra        This is the disgusting Dominos people video            If you really want to see it look herehttp://www....
digiAindra And the reply from the CEO you can probably find      here, http://www.youtube.com/watch?v=dem6eA7-A2I         ...
digiAindra2. Authenticity is     all      Copyright © ian fenwick. All rights reserved
digiAindra                                                                           Embedded over                        ...
digiAindra  and sometimesit will be very      bad     Copyright © ian fenwick. All rights reserved
This is Greenpeace’s viral video about digiAindra KitKat and palm oil. You can see it here         http://www.youtube.com/...
digiAindrahttp://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share                                            ...
digiAindraMarch	  19,	  2010:	  Damage	  control?	                                                                        ...
digiAindraMarch	  19,	  2010:	  Damage	  control?	                                                         After a couple ...
digiAindra3. Engage don’t    enrage      Copyright © ian fenwick. All rights reserved
digiAindra                                                                             So when the palm oil was           ...
digiAindra                                                                                         When things go wrong,  ...
digiAindra                                               http://www.jetblue.com/about/ourcompany/promise/index.htmlCopyrig...
digiAindra4. Make social    media a    megaphone,   for your brand   advocates      Copyright © ian fenwick. All rights re...
digiAindraconsider         aware       like                        engaged   ready to     act                             ...
Now we’re starting to realize                                                digiAindra   it’s not a funnel…it’s a     meg...
digiAindra  get that socialmedia megaphone    working    For you      Copyright © ian fenwick. All rights reserved
This is a summary of the award                                                                       digiAindra     winnin...
digiAindraPart 1   conversa4on:	  new	  aPen4on	  Part 2   authen4city	  is	  all	  Part 3   engage	  don’t	  enrage	  Par...
www.Twitter.com/DrIanFenwick                                    digiAindrawww.About.Me/IanFenwickwww.SlideShare.net/ian.fe...
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Spontaneous conversations

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Brands can't afford to ignore social networks

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Spontaneous conversations

  1. 1. digiAindra The  Social  Media   Conversa2on   Ian  Fenwick   Founding  Partner  digiAindra  co  ltd  Advisor,  Sasin  Graduate  Ins2tute  of  Business  Administra2on       Presented  at  Asia  Publishing  Conven4on,     Bangkok,  Thailand  July  8,  2011     Copyright  ©  ian  fenwick.  All  rights  reserved
  2. 2. The quote’s from the digiAindra “subheader for this session,started me wondering WHY openbrands are so frightened. exchangeBut I guess a harangue is lessscary…but much less withouteffective.Recognize this still? From the gatekeepersMac launch in 1984 frightens brands Copyright © ian fenwick. All rights reserved
  3. 3. This is how many marketers still see theirdigiAindra digiAindramarket, they even call them targets.Static non-participatory, recipients ofwhatever you throw at them Copyright © ian fenwick. All rights reserved 3
  4. 4. digiAindraToday’s  Consumers  But today the market is lean forward active, notlean back coach potatoes Copyright © ian fenwick. All rights reserved
  5. 5. digiAindraTradi4onal  4  P’s   Product   Price   Promo4on   Place  the traditional 4Ps are supplemented by a new 4Ps Copyright © ian fenwick. All rights reserved
  6. 6. With  the  5th  P,  privacy,  lurking  as  a  major  issue  for   marketers  
  7. 7. digiAindraSocial  media:  pure  par4cipa4on   people sharing content with people creating content for people people helping each other; and bypassing traditional marketing…like yours Copyright © ian fenwick. All rights reserved
  8. 8. digiAindra traditional marketing was a monologue marketers talked, people listened (maybe) people are tired of monologues, they want dialoguessocial network marketing is a series of conversations Copyright © ian fenwick. All rights reserved
  9. 9. digiAindraCan’t  I  avoid  social  media?  §  people can write whatever they want –  that’s how you find what they really think –  that’s how you build trust –  that’s how you improve§  it’s a “referred pain” –  social media doesn’t cause complaints –  your lousy service does that –  it’s just where the complaint is expressed –  AND where it can be dealt with Copyright © ian fenwick. All rights reserved
  10. 10. digiAindraCan’t  I  avoid  social  media?   the p ath to r is “ Fea ide. the Fe A d ark s ar le nger ads t leads o ang to ha er. te. ds to Ha te lea fering ar W ars , St suf Yoda Copyright © ian fenwick. All rights reserved
  11. 11. digiAindra 1. “Conversation is the new attentionPeople talking about yourmessage, whether physically Christopher Fahey &or digitally, shows you have Timothy Meaney A List Apart, April 19 2011their attention…that’s whatwe want: engagement http://www.alistapart.com/articles/conversation-is-the-new-attention/ Copyright © ian fenwick. All rights reserved
  12. 12. digiAindra Of course it snot always good attention Copyright © ian fenwick. All rights reserved
  13. 13. digiAindra This is the disgusting Dominos people video If you really want to see it look herehttp://www.metacafe.com/watch/2707445/disgusting_dominos_people/http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html Copyright © ian fenwick. All rights reserved
  14. 14. digiAindra And the reply from the CEO you can probably find here, http://www.youtube.com/watch?v=dem6eA7-A2I many think it’s not too authenticThe Australian counterpart, not too different, is here http://www.youtube.com/watch?v=PfNM4kLczUI http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html Copyright © ian fenwick. All rights reserved
  15. 15. digiAindra2. Authenticity is all Copyright © ian fenwick. All rights reserved
  16. 16. digiAindra Embedded over 90,000 times It’s a different issue, but a much more authentic apology, and he gets in several plugs for the store’s addressYou can see the video at http://www.viddler.com/explore/dpzramon/videos/19/ Copyright © ian fenwick. All rights reserved
  17. 17. digiAindra and sometimesit will be very bad Copyright © ian fenwick. All rights reserved
  18. 18. This is Greenpeace’s viral video about digiAindra KitKat and palm oil. You can see it here http://www.youtube.com/watch?v=VaJjPRwExO8http://www.greenpeace.org/international/campaigns/climate-change/kitkat/ Copyright © ian fenwick. All rights reserved
  19. 19. digiAindrahttp://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share Copyright © ian fenwick. All rights reserved
  20. 20. digiAindraMarch  19,  2010:  Damage  control?   After Nestle got YouTube to ban the video (assuring more uploads and record views!), Greenpeace had their people ‘fan’ Nestle on FB… where the moderator proceeded to abuse critics, and deletehttp://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736 posts Copyright © ian fenwick. All rights reserved
  21. 21. digiAindraMarch  19,  2010:  Damage  control?   After a couple of days, pages of posts, the moderator went quiet…and then apologized. Really sad thing is that apparently Nestle were trying to remove the palm oil…but completely failed to engage the critics; to harness them; to be seen to be trying hardhttp://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736 Copyright © ian fenwick. All rights reserved
  22. 22. digiAindra3. Engage don’t enrage Copyright © ian fenwick. All rights reserved
  23. 23. digiAindra So when the palm oil was indeed dropped from KitKat, it was seen as a victory for Greenpeace, not ahttp://www.greenpeace.org/international/campaigns/climate-change/kitkat/ responsible action from Nestle Copyright © ian fenwick. All rights reserved
  24. 24. digiAindra When things go wrong, and they will, you have to say sorry. And hopefully have a policy to show people that they will be recompensedhttp://mashable.com/2011/06/09/brands-twitter-success/ Copyright © ian fenwick. All rights reserved
  25. 25. digiAindra http://www.jetblue.com/about/ourcompany/promise/index.htmlCopyright © ian fenwick. All rights reserved
  26. 26. digiAindra4. Make social media a megaphone, for your brand advocates Copyright © ian fenwick. All rights reserved
  27. 27. digiAindraconsider aware like engaged ready to act Marketers have ACTION talked about the Sales Funnel for loyal quite a while. And started to see the value of brand advocate Copyright © ian fenwick. All rights reserved advocates
  28. 28. Now we’re starting to realize digiAindra it’s not a funnel…it’s a megaphone to helpadvocates get the word out to others…the Social Media Megaphone consider engaged ACTION advocate ready to act aware likeSocial Megaphone Copyright © ian fenwick. All rights reserved
  29. 29. digiAindra get that socialmedia megaphone working For you Copyright © ian fenwick. All rights reserved
  30. 30. This is a summary of the award digiAindra winning campaign from McCann Romania.A perhaps high risk strategy to create uproar in social media, and rekindle patriotism, by temporarily repackaging a patriotic product in the US flag. You can see it at http://www.youtube.com/watch? v=Tt9NBtW4sbA&feature=player_embeddedhttp://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded Copyright © ian fenwick. All rights reserved
  31. 31. digiAindraPart 1 conversa4on:  new  aPen4on  Part 2 authen4city  is  all  Part 3 engage  don’t  enrage  Part 4 social  media  megaphone   Copyright © ian fenwick. All rights reserved
  32. 32. www.Twitter.com/DrIanFenwick digiAindrawww.About.Me/IanFenwickwww.SlideShare.net/ian.fenwick Copyright © ian fenwick. All rights reserved

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