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The wisdom of the online crowd - Ray Algar Oxygen Consulting - November 2008

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Presentation to Kingston University (UK) students in the final year of a virtual marketing degree programme. The presentation looks at the rise in online power of consumers and how this shapes buying decisions. A UK gym (health club) case study is used.

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The wisdom of the online crowd - Ray Algar Oxygen Consulting - November 2008

  1. 1. Start the digital dialogue The wisdom of the online crowd © Ray Algar – Oxygen Consulting 2008
  2. 2. Themes we will explore
  3. 3. The democratisation of publishing
  4. 4. How consumers now collaborate
  5. 5. How consumers now buy
  6. 6. Companies used to just shout and interrupt consumers
  7. 7. Companies used to just shout and interrupt consumers One way for news flow about brands
  8. 8. The web changed the rules
  9. 9. Business is now open
  10. 10. How we now buy
  11. 11.
  12. 12. Consumers love this new power
  13. 13. It can influence the next US President
  14. 14.
  15. 15. They can vent their rage
  16. 16. Does the company take part in the conversation?
  17. 17.
  18. 18. Consumers talk back – with passion!
  19. 19.
  20. 20. The online conversation about health clubs
  21. 21.
  22. 22.
  23. 23. “ It has a great range of facilities available, staff are really friendly and helpful, I would thoroughly recommend it”
  24. 24. “ The Management team are extremely poor, they only have their own interests at heart and do not support the members”
  25. 25.
  26. 26.
  27. 27.
  28. 28. “ Because I supposedly didn't give 30 days' written notice, I'm being forced to pay another month for a membership I'm not using”
  29. 29.
  30. 30. Customer Type Positive opinion Negative opinion Current 40% 60% Past ? ? Prospective ? ? All types 36% 64%
  31. 31. Positive opinion Negative opinion Past members 5% 95%
  32. 32. Positive opinion Negative opinion Prospective members 47% 53%
  33. 33. Do clubs care?
  34. 34. … yes, during the tour
  35. 35. ‘ the best salesman ever’
  36. 36. ‘ I remember how friendly the sales lady was in trying to get me to join up’
  37. 37. … but after the honeymoon period
  38. 38. ‘ After the initial session, they have never checked how I was over two years of membership’
  39. 39. ‘ Clubs are not interested in their members’
  40. 40. Membership factors: 87% negative
  41. 41. ‘ I was not aware of the 12-month contract until I tried to cancel’
  42. 42. Chandler wants to leave the gym
  43. 43. Friends video
  44. 44.
  45. 45. Would you recommend this club to your family and friends?
  46. 46. 1 in 10 (10%) promoter rate for 6 large club chains
  47. 47. 22% highest chain
  48. 48. 7% lowest chain
  49. 49. Little positive word of mouth
  50. 50. Little positive word of mouth
  51. 51.
  52. 52. Who is Ray Algar?
  53. 53. Presentation www.oxygen-blog.blogspot.com Articles www.oxygen-consulting.co.uk
  54. 54. Questions

Presentation to Kingston University (UK) students in the final year of a virtual marketing degree programme. The presentation looks at the rise in online power of consumers and how this shapes buying decisions. A UK gym (health club) case study is used.

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