Vanilla Ice


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Closer Customer Connection in Changing Times - What marketing can learn from Vanilla Ice

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Vanilla Ice

  1. 1. What can marketing learn from VANILLA ICE closer customer connections in changing times Peter Harris
  2. 2. Peter Harris AUDITOR marketing RESEARCH Family man AMSRS aussie NEW MEDIA building relationships ASHES TRAGIC
  3. 3. “Stop, Collaborate and Listen” – Vanilla Ice
  4. 4. Stop. Collaborate. Listen.
  5. 5. Past Source: @willsh
  6. 6. Source: @willsh
  7. 7. Today Source: @willsh
  8. 8. Some inconvenient truths “In most categories a brand’s market share is stationary” 4 out of 5 categories seen as increasingly homogeneous 3x $ spent on discounting as ‘brand building’ in fmcg 0.5% average click-thru rate for banners Less than 1 in 10 ads seen as different 4% response rate successful in DM Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey
  9. 9. Brands that engage in social media are winning Brands fall into one of four engagement profiles…. Mavens have experienced better revenue growth (last 12 mths) Source: The world’s most valuable brands. Who’s most engaged? Ranking the Top 100 Global Brands Report, prepared by Altimeter and Wetpaint
  10. 10. Old way Source: adapted by @ronnestam, @armano
  11. 11. New way Source: adapted by @ronnestam, @armano
  12. 12. brands must go beyond broadcast Source: @armano
  13. 13. and become “facilitators” Source: @armano
  14. 14. Source: @congbo
  15. 15. Stop. Collaborate. Listen.
  16. 16. collaborate 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.
  17. 17. collaborate
  18. 18. If what we’re doing is right, and if we give them the tools, young people will do the marketing and organising for us (and be better at it than we are) Source: William Owen, Made by Many, Vinspired: Everyone Working Together Presentation
  19. 19. • 70,000 ideas in first year • Free coffee for Gold Card members on their birthday • Starbucks VIP card • Buy coffee beans, get a free cup of coffee Source: @armano
  20. 20. • 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
  21. 21. Results
  22. 22. “ Consumers are beginning in a very real sense to own our brands and participate in their creation. We need to learn to let go. - A. G. Lafely, Chief Executive at Procter & Gamble
  23. 23. Why they will collaborate? connect useful educate entertain Source: @willsh
  24. 24. Stop. Collaborate. Listen.
  25. 25. Listen Talk with customers in context. Listen to their ideas before they get skewed. Uncover issues, focusing on how people feel.
  26. 26. “In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.” -Anonymous Source: Imgfave
  27. 27. listen
  28. 28. “ 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. - Greg Icenhower, P&G, director of corporate communications
  29. 29. Social Media Monitoring Tools Social Media Buzz Monitoring 1. Free Alert Systems 2. Paid Analysis Dashboard 3. Full Service Insights Partners Source: Organic Interactive
  30. 30. REACH How many people are we reaching? METRICS: [example metrics: unique views] INTERACTION How are people interacting with us? METRICS: [example metrics: video plays] ENGAGEMENT How many are becoming part of our community? METRICS: [example metrics: user-generated content] INFLUENCE How are we changing user action or opinion? METRICS: [example metrics: conversation tone] EXPOSURE How are users extending the reach of the program? METRICS: [example metrics: online buzz] Source: Organic Interactive
  31. 31. Online Customer Community • Continuous connection to your customers • 300–500 invitation-only members in a room Discussion Journals Quick Polls Mystery shopping Online chat Scrapbook Brainstorm Immersion Source: Communispace Use photos Twitter Video Off-line events Survey Source: images adapted from @armano
  32. 32. Problem • Developed new brand ad in 5 days with Branson • Concerned new brand ad was to risqué • Validate with prospects fast Solution • Tested ad in online community among young flyers • Positive response / low risk • Turned results in a few days • Cost effective
  33. 33. Community at a glance • 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 Blue Drive, Hyundai’s new initiative to produce eco-friendly products
  34. 34. ‘Listening is the new marketing’, Chris Brogan
  35. 35. 7 Secrets of Vanilla Ice Marketing Partly inspired by @chrisbrogan
  36. 36. 1. Make your own game • Stand out • Don’t play by other people’s rules
  37. 37. 2. Build a Posse • Make friends / connect • Insiders advantage / outsiders can’t buy influence • Create a big F’n network
  38. 38. 3. Spin off • The Archimedes Effect / Leverage • Build off previous success Source: images adapted from @faris
  39. 39. 4. Throw Awesome Parties • Be a great party host • Invite them to participate and mash their own content • Connect , network and help build relationships
  40. 40. • Provide opportunities to participate • Don’t force the conversations but help it along • Share instead of hoard
  41. 41. • Put on & play a constructive role in offline events • Add value to the community experience • Capture content and 3rd party perspectives on your community topic
  42. 42. • Pay your dues - consistency and authenticity • Be open to criticism and admit when you are wrong • Have a higher purpose
  43. 43. @peteraharris I would like to thank all those who shared their insights, ideas and contributed in the making of this presentation @michaelbatistic, @armano, @congbo, @willsh, @ronnestam, @criticalmass, @shamberg, @thejordanrules, @budcaddell, @wdowen, @chrisbrogan, Organic Interactive. And of course a big-up to the man who made it all possible @vanillaice I have tried to source images and ideas where available. If I have missed anything, let me know and I’ll make it right.