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What can marketing learn from <br />VANILLA ICE<br />closer customer connections in changing times<br />Peter Harris<br />...
Peter Harris <br />Managing Director @ Colmar Brunton<br />AUDITOR   marketing  RESEARCH<br />Family man AMSRSaussieNEW ME...
“Stop, Collaborate and Listen” – Vanilla Ice<br />
Stop.		Collaborate. 	Listen.<br />
Past <br />
“<br />Your brand is no stronger than your reputation – and it will increasingly depend on what comes up when you are Goog...
Today<br />
Some inconvenient truths<br />“In most categories a brand’s market share is stationary”<br />4 out of 5 categories seen as...
Brands that engage in social media are winning <br />Brands fall into one of four engagement profiles….<br />Mavens have e...
Old way<br />
New way<br />
Old Process <br />Client<br />Agency<br />Customer<br />
New Process <br />Client<br />Agency<br />Customer<br />
brands must go beyond broadcast<br />
and become “facilitators”<br />
Brands need to quit buying eyeballs, <br />start earning whole fans<br />(viewers come and go, but fans fight for brand su...
How can we get a better ROI? (Return on insight)<br />
Stop.Collaborate. 	Listen.<br />
collaborate <br />Invite them in. Treat them as collaborators. Harness their collective intelligence. Give them a role in ...
“<br />I get by with a little help from my friends, <br />I get a high with a little help from my friends, <br />Oh I’m go...
collaborate<br />
If what we’re doing is right, <br />and if we give them the tools, <br />young people will do the marketing and organising...
http://au.youtube.com/watch?v=Y0SOXW_K56w<br />
70,000 ideas in first year<br />Free coffee for Gold Card members on their birthday<br />Starbucks VIP card<br />Buy coffe...
<ul><li>Get (free) help, advice & support in planning kitchens, offices, wardrobes eetc..
Employee and fan community - 100,000+ members, 4 yrs old
Community donations + ad revenue funding model
Reward participation with Ikea gift cards</li></li></ul><li>Results<br />
“<br />Consumers are beginning in a very real sense to own our brands and participate in their creation. <br />- A. G. Laf...
connect<br />useful<br />educate<br />entertain<br />Why they will collaborate?<br />Source: PHD<br />
Give them a voice and a seat at the table<br />Impact on the brand, ownership in ideas<br />Social currency<br />Better br...
Stop.		Collaborate. 	Listen.<br />
Listen<br />Talk with customers in context. Listen to their ideas before they get skewed. Uncover issues,  focusing on how...
“In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.” <...
listen <br />
“<br />We’ve been voted the best marketer of the 20th century. But that’s because we were the biggest shouters. In the 21s...
Social Media Monitoring Tools<br />Social Media Buzz Monitoring<br />Free Alert Systems<br />Paid Analysis Dashboard<br />...
REACHHow many people are we reaching?METRICS:   	[example metrics: unique views]<br />INTERACTIONHow are people interactin...
Online Customer Community<br /><ul><li>Continuous connection to your customers
300–500 invitation-only members in a room</li></ul>Discussion<br />Quick Polls<br />Online chat<br />Brainstorm<br />Use p...
Problem<br /><ul><li>Developed new brand ad in 5 days with Branson
Concerned new brand ad was to risqué
Validate with prospects fast</li></ul>Solution<br /><ul><li>Tested ad in online community among young flyers
Positive response / low risk
Turned results in a few days
Cost effective </li></li></ul><li> <br />Community at a glance<br /><ul><li>Launched November 08 / 1,000+ members
Private online community for Hyundai owners or inner circle of trusted advisors
Recruiting through existing customer base + “hand-raisers” that attend industry events like auto shows
Activities focus on two initiatives. The first expanding the brand with the new Hyundai Genesis vehicles. The second is Bl...
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3 B Peter Harris

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Show me the smart money – increasing the productivity of market research(ers)

Achieving significant cost savings, research-led revenue replacement and growth requires wholesale changes to the way companies buy, use and conduct market research.
From insight generation to decision-focussed research: better briefing, prioritisation of research, accountability of research functions. From the
Outhouse to in-house: self-managed panels, omnibus, automated reporting, hiring “experts”
Satisfaction and preferences to customer value: CVA and choice modelling
Surveys to integrated data: operational segmentation and calibrated performance metrics.

Published in: Spiritual, Travel
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3 B Peter Harris

  1. 1. What can marketing learn from <br />VANILLA ICE<br />closer customer connections in changing times<br />Peter Harris<br />http://www.flickr.com/photos/eboman/395968846/<br />
  2. 2. Peter Harris <br />Managing Director @ Colmar Brunton<br />AUDITOR marketing RESEARCH<br />Family man AMSRSaussieNEW MEDIA<br />building relationships ASHES TRAGIC<br />
  3. 3. “Stop, Collaborate and Listen” – Vanilla Ice<br />
  4. 4. Stop. Collaborate. Listen.<br />
  5. 5. Past <br />
  6. 6.
  7. 7. “<br />Your brand is no stronger than your reputation – and it will increasingly depend on what comes up when you are Googled.”<br />Alan Jenkins, Global Communications Consult<br />
  8. 8. Today<br />
  9. 9. Some inconvenient truths<br />“In most categories a brand’s market share is stationary”<br />4 out of 5 categories seen as increasingly homogeneous<br />3x $ spent on discountingas ‘brand building’ in fmcg<br />0.5% average click-thru rate for banners<br />Less than 1 in 10 ads seen as different<br />4% response rate successful in DM<br />Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey <br />
  10. 10. Brands that engage in social media are winning <br />Brands fall into one of four engagement profiles….<br />Mavens have experienced better revenue growth (last 12 mths)<br />Source: The world’s most valuable brands. Who’s most engaged? Ranking the Top 100 Global Brands Report, prepared by Altimeter and Wetpaint<br />
  11. 11.
  12. 12. Old way<br />
  13. 13. New way<br />
  14. 14. Old Process <br />Client<br />Agency<br />Customer<br />
  15. 15. New Process <br />Client<br />Agency<br />Customer<br />
  16. 16. brands must go beyond broadcast<br />
  17. 17. and become “facilitators”<br />
  18. 18.
  19. 19. Brands need to quit buying eyeballs, <br />start earning whole fans<br />(viewers come and go, but fans fight for brand survival)<br />
  20. 20. How can we get a better ROI? (Return on insight)<br />
  21. 21. Stop.Collaborate. Listen.<br />
  22. 22. collaborate <br />Invite them in. Treat them as collaborators. Harness their collective intelligence. Give them a role in helping the brand succeed and a chance to become visible to their community. <br />
  23. 23. “<br />I get by with a little help from my friends, <br />I get a high with a little help from my friends, <br />Oh I’m gonna try with a little help from friends<br />- The Beatles<br />
  24. 24. collaborate<br />
  25. 25.
  26. 26. If what we’re doing is right, <br />and if we give them the tools, <br />young people will do the marketing and organising for us<br />(and be better at it than we are)<br />
  27. 27. http://au.youtube.com/watch?v=Y0SOXW_K56w<br />
  28. 28. 70,000 ideas in first year<br />Free coffee for Gold Card members on their birthday<br />Starbucks VIP card<br />Buy coffee beans, get a free cup of coffee<br />
  29. 29. <ul><li>Get (free) help, advice & support in planning kitchens, offices, wardrobes eetc..
  30. 30. Employee and fan community - 100,000+ members, 4 yrs old
  31. 31. Community donations + ad revenue funding model
  32. 32. Reward participation with Ikea gift cards</li></li></ul><li>Results<br />
  33. 33. “<br />Consumers are beginning in a very real sense to own our brands and participate in their creation. <br />- A. G. Lafely, Chief Executive at Procter & Gamble<br />We need to learn to let go.<br />
  34. 34. connect<br />useful<br />educate<br />entertain<br />Why they will collaborate?<br />Source: PHD<br />
  35. 35. Give them a voice and a seat at the table<br />Impact on the brand, ownership in ideas<br />Social currency<br />Better brand experiences<br />Exclusive access<br />Images adapted from<br />
  36. 36. Stop. Collaborate. Listen.<br />
  37. 37. Listen<br />Talk with customers in context. Listen to their ideas before they get skewed. Uncover issues, focusing on how people feel. <br />
  38. 38. “In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.” <br />-Anonymous<br />
  39. 39. listen <br />
  40. 40. “<br />We’ve been voted the best marketer of the 20th century. But that’s because we were the biggest shouters. In the 21st century, we want to be the best listeners. <br />- Greg Icenhower, P&G, director of corporate communications<br />
  41. 41. Social Media Monitoring Tools<br />Social Media Buzz Monitoring<br />Free Alert Systems<br />Paid Analysis Dashboard<br />Full Service Insights Partners<br />
  42. 42. REACHHow many people are we reaching?METRICS: [example metrics: unique views]<br />INTERACTIONHow are people interacting with us?METRICS: [example metrics: video plays]<br />ENGAGEMENT<br />How many are becoming part of our community?METRICS: [example metrics: user-generated content]<br />INFLUENCE<br />How are we changing user action or opinion?METRICS: [example metrics: conversation tone]<br />EXPOSUREHow are users extending the reach of the program?METRICS: [example metrics: online buzz]<br />
  43. 43. Online Customer Community<br /><ul><li>Continuous connection to your customers
  44. 44. 300–500 invitation-only members in a room</li></ul>Discussion<br />Quick Polls<br />Online chat<br />Brainstorm<br />Use photos<br />Video<br />Survey<br />Journals<br />Mystery shopping<br />Scrapbook<br />Immersion<br />Twitter<br />Off-line events<br />
  45. 45. Problem<br /><ul><li>Developed new brand ad in 5 days with Branson
  46. 46. Concerned new brand ad was to risqué
  47. 47. Validate with prospects fast</li></ul>Solution<br /><ul><li>Tested ad in online community among young flyers
  48. 48. Positive response / low risk
  49. 49. Turned results in a few days
  50. 50. Cost effective </li></li></ul><li> <br />Community at a glance<br /><ul><li>Launched November 08 / 1,000+ members
  51. 51. Private online community for Hyundai owners or inner circle of trusted advisors
  52. 52. Recruiting through existing customer base + “hand-raisers” that attend industry events like auto shows
  53. 53. Activities focus on two initiatives. The first expanding the brand with the new Hyundai Genesis vehicles. The second is Blue Drive, Hyundai’s new initiative to produce eco-friendly products</li></li></ul><li>Clients are making listening a top priority<br />“<br />In 2009, P&G will focus on listening. Our goal is to reduce the amount spent on traditional research by half and to devote the remaining 60% to “listening” research.<br />- Kim Dedeker, P&G, VP, Global Consumer and Market Knowledge<br />
  54. 54. ‘Listening is the new marketing’, Chris Brogan<br />
  55. 55. 7 Secrets of Vanilla Ice Marketing<br />
  56. 56. 1. Make your own game<br />Stand out<br />Don’t play by other people’s rules<br />
  57. 57. 2. Build a Posse<br />Make friends / connect<br />Insiders advantage / outsiders can’t buy influence<br />Create a big F’n network<br />
  58. 58. 3. Spin off<br />The Archimedes Effect / Leverage<br />Build off previous success<br />
  59. 59. 4. Throw Awesome Parties<br />Be a great party host<br />Invite them to participate and mash their own content<br />Connect , network and help build relationships<br />
  60. 60. 5. Pass the mic<br /><ul><li>Provide opportunities to participate
  61. 61. Don’t force the conversations but help it along
  62. 62. Share instead of hoard</li></li></ul><li>6. Go On Road Trips<br />Put on & play a constructive role in offline events<br />Add value to the community experience<br />Capture content and 3rd party perspectives on your community topic  <br />
  63. 63. 7. Keep it real, always<br /><ul><li>Pay your dues - consistency and authenticity
  64. 64. Be open to criticism and admit when you are wrong
  65. 65. Have a higher purpose</li></li></ul><li>“<br />Don’t chase the paper. Chase the dream.<br />- Sean Combs aka “Puff Daddy” to rapper Biggie Smalls aka “Notorious B.I.G” in Notorious<br />
  66. 66.
  67. 67. Peter.harris@cbr.com.au<br />twitter.com/peteraharris<br />Thanks and<br />keep in touch<br />
  68. 68. Appendix<br />

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