17. Our Role
iluvnz is a powerful and motivated audience. We
are harnessing the passion by:
• Providing inspirational stories of NZ Heroes
• Providing engaging NZ content
• Enabling the community to be a voice for New
Zealand
18. Our Role
• Educating the community about the value of supporting
the NZ industry
• Enabling a dialogue between NZ brands and the
community to help educate, inform and enrich their
future decisions
• Utilise online tools to encourage two-way organisational
involvement within the community
• Enable overseas Kiwis to remain connected to the
KIWI ethos
21. 81% of Gen Ys use Facebook
every day!
The biggest growth in Facebook
adoption is happening with the
Boomers.
22. According to Marketers – The main benefits
of social media are:
85.4% 51.1% 42.3% 40.1% low cost market credibility of
engagement research the crowd
FANS who have „liked‟ your Brand spend significantly more on your product
and are more likely to use your brand & recommend brand.
24. Facebook dominates usage by a large margin,
79% of internet users in NZ, spend five times as much
time on this social media site
as they do with the next closest site.
We are outpacing all other NZ Facebook communities:
In October 2010 we had 136,000 FACEBOOK FANS
and today we have over 360,000 Fans .
25. Brand Playground
iLuvNZ.co.nz is a powerful community that is predisposed
to supporting all things “KIWI”.
Engage in conversation with our community about the
value of your offer and how it compares to others.
This is an exclusive invitation to share, celebrate and
educate a significantly passionate community about the
„New Zealandness‟ of your organisation.
26. Community Breakdown
Country Numbers (24th August, 2011)
New Zealand 181,671
Australia 72,592
United States 15,716
United Kingdom 12,534
Germany 7,351
France 6,956
27. Community Breakdown (cont.)
Females Males
13-17 Most Active Users 19% 12%
18-24 17% 11%
25-34 12% 7%
35-44 6.8% 3.70%
45-54 3.60% 1.60%
55+ 2.2% 1.20%
Fastest Growing Segment
29. FANS that have ‘liked’ your Brand spend
significantly more on your product.
Source: “Infographic: The Real Cost Of Social Media” – Digitalbuzz – 22 May 2011 http://www.digitalbuzzblog.com/infographic-cost-of-social-media/
30. FACEBOOK FANS are more likely to use your
brand & recommend brand.
Source: “Infographic: The Real Cost Of Social Media” – Digitalbuzz – 22 May 2011 http://www.digitalbuzzblog.com/infographic-cost-of-social-media/
31.
32.
33.
34.
35. In October 2010 we had 136,000 FACEBOOK FANS and today we
have over 360,000 fans …outpacing all other New Zealand Facebook
communities.
36. Connect Steve Graham today 021 482240
steveg@iluvnz.co.nz
www.iluvnz.co.nz
FaceBook i.Love.New.Zealand
Twitter - iluvNewZealand
37. Questions
Is BRAND majority Is BRAND
owned by New headquartered in
Zealand interests or New Zealand?
shareholders? What % of BRAND
annual profits remain in
or are reinvested in NZ?
Was BRAND
product/service
Is BRAND giving
invented in back to the local
New Zealand? NZ community?
38. Questions
Do you believe
BRAND embraces
the NZ spirit
Do you believe of Endeavour?
BRAND
demonstrates NZ Does BRAND identify
spirit of Goodwill? with the people of New
Zealand?
Is New Zealand
better off with
BRAND ? Is the BRAND an
iconic image
within NZ?
40. Brand Benefit
1. Community highly receptive to NZ
stories/brands
2. Brand exposure/loyalty
3. Positive brand associations (increase $)
4. Distinguish from competitive international
brands
5. Advocate supporting local brands
41. Brand Benefit
5. Quantifiable research/feedback, brand tracking
6. Direct feedback/dialogue (Feedback on new
products, Brand, etc)
7. Increase “Likes”
8. Where to purchase internationally
43. Tools of Engagement
Two-way customer „Brand‟ conversation
• Opportunity to tell the Endeavour/Goodwill
„KIWI‟ Success Story
• Create online competition – to „win‟
promotional goods
• Educate and inform audience where they
can purchase brand
• Enable audience to buy (e-commerce) online
44. Tools of Engagement
• Enable User Generated Content –
linked to brand
• Invite audience to visit you on site
• Vote on something brand related
• Real time research feedback
• Increase FB “likes”
45. 1. Access to a growing community of over 360,000
2. Predisposed to loving New Zealand and more
likely to purchase NZ brands
3. Member of a semi-exclusive brand community
4. Limited number of brands will appear
selectively – no more than once a week (other
than geo-targeting)
5. The ability to engage in feedback and create a
brand conversation
46. 6. The opportunity to challenge a non-kiwi brand
7. The ability to re-use the KiwiOmeter brand
8. Ability to promote and sponsor campaigns
9. The ability to grow your Facebook community
10. Lock-in a one-year package for a *360,000
member community that is growing
exponentially
* today the community stands at 360,000, next month it may be 400,000
and the community will continue to rise over the next 12 months
