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Idea Platforms | Diamond in the Web 2.0 Rough?

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A conference presentation given in Germany and the UK on using Web 2.0 technology as an Idea Platform in marketing and innovation

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Idea Platforms | Diamond in the Web 2.0 Rough?

  1. 1. 1 Idea Platforms Diamond in the Web 2.0 Rough Dr Paul Marsden Digital Ethnographer
  2. 2. 2 Dave Balter Bzzagent.com Scott Cook* Intuit Simon Guild MTV Europe Jeff Howe* Wired Jeffrey Kalmikoff Threadless Victoria Kartashova Syzygy Steve Knox P&G (Vocalpoint) Martin Oetting European School of Management Mary Ralles P&G (Connect + Develop) Katarina Skoberne OpenAd Dwayne Spradlin InnoCentive Don Tapscott* Wikinomics Kelly Thompson iStockphoto Syzygy Research / Web 2.0
  3. 3. 3 Brand Cat Autism Litters Sea Your Squirts Salary
  4. 4. 4 Web 2.0 / The Participatory Web
  5. 5. 4 E Web 2.0 - Connecting pEOPL Web 1.0 - Connecting pages Web 2.0 / The Participatory Web
  6. 6. 5 Web 2.0 / The Participatory Web / Content Sharing
  7. 7. 6 Web 2.0 / The Participatory Web / Content Sharing
  8. 8. 7 Web 2.0 / The Participatory Web / Content Sharing
  9. 9. 8 !!! !??? Web 2.0 / The Participatory Web / Content Sharing
  10. 10. 9 Web 2.0 / The Participatory Web / Content Sharing
  11. 11. 10 Web 2.0 / The Participatory Web / Content Sharing
  12. 12. 11 Web 2.0 / A Commercial Desert?
  13. 13. 12 i @ $ information communication commerce Adding Web 2.0 tools to our Web 1.0 mix...
  14. 14. 13 i Information / Brochureware + User Reviews
  15. 15. 14 @ Communication / Search+Display (Ads) + User Forums
  16. 16. 15 $ Communication / Lead Generation + User Selling
  17. 17. 16 Is that it? (not much for a so-called media revolution...)
  18. 18. 17 We can use Web 2.0 tools to drive sales!
  19. 19. 18 By turning users into brand advocates
  20. 20. 19 WOULD YOU RECOMMEND US? Advocacy drives Sales
  21. 21. 19 What your customers say about you is more important than what you say about yourself WOULD YOU RECOMMEND US? Advocacy drives Sales
  22. 22. 20 WOULD YOU RECOMMEND US? Advocacy drives sales
  23. 23. 21
  24. 24. 21 Likelihood you’d recommend us? 0 1 2 3 4 5 6 7 8 9 10 Detractors Passives Promoters
  25. 25. 22 How do we use Web 2.0 to drive advocacy?
  26. 26. 23 First, the Economics of Advocacy
  27. 27. 24 Profitable Customers + - - Happy Customers + First, the Economics of Advocacy
  28. 28. 25 Profitable Customers + - - Happy Customers + First, the Economics of Advocacy
  29. 29. 26 Profitable Customers + - - Happy Customers + First, the Economics of Advocacy
  30. 30. 27 Profitable Customers + - Detractors Passives Promoters - Happy Customers + First, the Economics of Advocacy
  31. 31. 28 Angel Profitable Customers + Detainees Candidates - Insurgents Agnostics Missionaries Detractors Passives Promoters - Happy Customers + First, the Economics of Advocacy
  32. 32. 28 Angel Profitable Customers + Detainees Angels Candidates - Insurgents Agnostics Missionaries Detractors Passives Promoters - Happy Customers + First, the Economics of Advocacy
  33. 33. 28 Angel Profitable Customers + Detainees Angels Candidates An gels dvo cacy A Gro wth - Insurgents Agnostics D rive Missionaries Detractors Passives Promoters - Happy Customers + First, the Economics of Advocacy
  34. 34. 29 10% of customers Drive 30% Sales to New Customers How Can We Help them? Customer Advocates →1/3 Total Brand Acquisition
  35. 35. 30 Now, the Psychology of Advocacy
  36. 36. 31 Customer Advocacy Trumps Now, the Psychology of Advocacy
  37. 37. 32 Advocacy / Effect of Expectation-beating Experience
  38. 38. 33 d r ecommen w ho would 50% of those o don’t yet do s Advocacy Needs to Be Activated
  39. 39. 34 the sea squirt principle Advocacy / Solve My Problem (Or East Your Brain)
  40. 40. 35 Advocacy / Remarkable Solutions to my Problems
  41. 41. 36 Advocacy / Remarkable Solutions to my Problems
  42. 42. 37 Bran The Sally-Anne Test Auti d sm But Wait / Solutions to Which Problems?
  43. 43. 37 Bran The Sally-Anne Test Auti d sm Imagine two children, Sally and Anne, playing together: But Wait / Solutions to Which Problems?
  44. 44. 37 Bran The Sally-Anne Test Auti d sm Imagine two children, Sally and Anne, playing together: Sally has a basket; Anne has a box. But Wait / Solutions to Which Problems?
  45. 45. 37 Bran The Sally-Anne Test Auti d sm Imagine two children, Sally and Anne, playing together: Sally has a basket; Anne has a box. Sally puts a marble in her basket and then leaves. But Wait / Solutions to Which Problems?
  46. 46. 37 Bran The Sally-Anne Test Auti d sm Imagine two children, Sally and Anne, playing together: Sally has a basket; Anne has a box. Sally puts a marble in her basket and then leaves. While Sally is away and cannot watch, Anne takes the marble out of Sally's basket and puts it into her box. But Wait / Solutions to Which Problems?
  47. 47. 37 Bran The Sally-Anne Test Auti d sm Imagine two children, Sally and Anne, playing together: Sally has a basket; Anne has a box. Sally puts a marble in her basket and then leaves. While Sally is away and cannot watch, Anne takes the marble out of Sally's basket and puts it into her box. When Sally returns, where will she look for her marble? But Wait / Solutions to Which Problems?
  48. 48. 38 Bran Auti d sm But Wait / Solutions to Which Problems?
  49. 49. 38 Bran Auti d sm 80% of CEO’s believe their brand delivers a superior experience... But Wait / Solutions to Which Problems?
  50. 50. 38 Bran Auti d sm 80% of CEO’s believe their brand delivers a superior experience... ...8% of their brand users agree But Wait / Solutions to Which Problems?
  51. 51. 39 Web 2.0 Diagnostics / Identifying the Problems to Solve
  52. 52. 40 Idea Platforms / Identifying Problems to Solve
  53. 53. 41 Idea Platforms / Identifying Problems to Solve
  54. 54. 42 Idea Platforms / Identifying Problems to Solve
  55. 55. 43 Idea Platforms work as Advocacy Activators too
  56. 56. 44 Sales Effect Propensity to Purchase + 50% Propensity to Recommend + 100% Idea Platforms work as Advocacy Activators too
  57. 57. 45 Branding Effect Establishing efficient, choice-shaping associations with the brand name Idea Platforms work as Advocacy Activators too
  58. 58. 46 The Psychology of Participation / The Hawthorne Effect
  59. 59. 47 Hawthorne Plant Experiments on Worker Productivity
  60. 60. 48 Feedback on Brighter Factory Lighting
  61. 61. 49 Feedback on Even Brighter Factory Lighting
  62. 62. 50 Feedback on Softer Factory Lighting
  63. 63. 51 Feedback on No Factory Lighting
  64. 64. 52 Participants Advocated WHATEVER they Participated In...
  65. 65. 53 Was it something in the Hawthorne water?
  66. 66. 54 People are Social Animals and Like Participating
  67. 67. 55 The Hawthorne Effect Positive Bias of Participation People are Social Animals and Like Participating
  68. 68. 56 Hey boss, can we ask you for some advice? Using the Hawthorne Effect to Get Yourself a Pay Rise
  69. 69. 57 Hawthorne Effect / A Real Problem for Researchers
  70. 70. 58 Hawthorne Effect / A Real Opportunity for Marketers
  71. 71. 59 Idea Platforms as Diamond in the Web 2.0 Rough
  72. 72. 60 CRM 2.0 / Engaging Profitable Promoters as Advisors
  73. 73. 61 CRM 2.0 / Engaging Profitable Promoters as Advisors
  74. 74. 62 VIP Sne Ins Vot Pee ak Sco ide es ks ops CRM 2.0 / Engaging Profitable Promoters as Advisors
  75. 75. 63 Channel Marketing 2.0 / Virtual Advisory Boards
  76. 76. 64 VIRTUAL ADVISORY BOARDS r oblems t omer p you so lve cus HELP HELP you ACTIVATE customer ADVOCACY
  77. 77. 65 Channel Marketing 2.0 / Virtual Advisory Boards
  78. 78. 65 Channel Marketing 2.0 / Virtual Advisory Boards
  79. 79. 65 FAME Channel Marketing 2.0 / Virtual Advisory Boards
  80. 80. 65 FORTUNE FAME Channel Marketing 2.0 / Virtual Advisory Boards
  81. 81. 65 FORTUNE FAME FUN Channel Marketing 2.0 / Virtual Advisory Boards
  82. 82. 65 FORTUNE FAME FULFILLMENT FUN Channel Marketing 2.0 / Virtual Advisory Boards
  83. 83. 66 Idea Platforms & Participatory Marketing / 10 Insights
  84. 84. 66 1. Start Small 2. Remember the 90:9:1 Rule 3. Get the Motivational Mix Right 4. Deal with Sturgeon’s Law 5. Harness Joy’s Law 6. KISS: Keep it Short & Simple 7. Target Communities of Practice 8. Manage the Process 9. Get Legal Involved 10. Promote the Platform Idea Platforms & Participatory Marketing / 10 Insights
  85. 85. 67 Putting it all Together...
  86. 86. 68 Angel + Detainees Angels Customer Value Candidates - Insurgents Agnostics Missionaries Detractors Passives Promoters Customer Advocacy 1. Identify your Advocacy Angels
  87. 87. 68 Angel + Detainees Angels Customer Value Candidates - Insurgents Agnostics Missionaries Detractors Passives Promoters Customer Advocacy 1. Identify your Advocacy Angels
  88. 88. 69 2. Invite them onto a Special Advisory Board
  89. 89. 70 Board Room 3. Offer a Compelling Benefit for Board Membership
  90. 90. 70 Board Room 3. Offer a Compelling Benefit for Board Membership
  91. 91. 70 Board Room 3. Offer a Compelling Benefit for Board Membership
  92. 92. 70 Board Room 3. Offer a Compelling Benefit for Board Membership
  93. 93. 71 campaign artwork test drive coupon viral link 3. Offer a Compelling Benefit for Board Membership
  94. 94. 72 3. Offer a Compelling Benefit for Board Membership
  95. 95. 73 4. Promise Quick and Easy Participation
  96. 96. 74 5. Seek Board Advice on Doing Something Remarkable
  97. 97. 75 5. Seek Board Advice on Doing Something Remarkable
  98. 98. 76 5. Seek Board Advice on Doing Something Remarkable
  99. 99. 77 5. Seek Board Advice on Doing Something Remarkable
  100. 100. 78 5. Seek Board Advice on Doing Something Remarkable
  101. 101. 79 6. Launch Your Web 2.0 Advocacy Activator Solution
  102. 102. 80 NPS sales UE RA L VAL R EFER 7. Measure the Results and Smile
  103. 103. 81 Whatever you do, make sure it’s worth talking about Thank you Idea Platforms / Diamond in the Web 2.0 Rough

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