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

1. 1
Idea
Platforms
Diamond in the
Web 2.0 Rough
Dr Paul Marsden
Digital Ethnographer

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
Brand Cat
Autism Litters
Sea Your
Squirts Salary

4. 4
Web 2.0 / The Participatory Web

5. 4
E
Web 2.0 - Connecting pEOPL
Web 1.0 - Connecting pages
Web 2.0 / The Participatory Web

6. 5
Web 2.0 / The Participatory Web / Content Sharing

7. 6
Web 2.0 / The Participatory Web / Content Sharing

8. 7
Web 2.0 / The Participatory Web / Content Sharing

9. 8
!!! !???
Web 2.0 / The Participatory Web / Content Sharing

10. 9
Web 2.0 / The Participatory Web / Content Sharing

11. 10
Web 2.0 / The Participatory Web / Content Sharing

12. 11
Web 2.0 / A Commercial Desert?

13. 12
i @ $
information communication commerce
Adding Web 2.0 tools to our Web 1.0 mix...

14. 13
i
Information / Brochureware + User Reviews

15. 14
@
Communication / Search+Display (Ads) + User Forums

16. 15
$
Communication / Lead Generation + User Selling

17. 16
Is that it? (not much for a so-called media revolution...)

18. 17
We can use Web 2.0 tools to drive sales!

19. 18
By turning users into brand advocates

20. 19
WOULD YOU
RECOMMEND
US?
Advocacy drives Sales

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. 20
WOULD YOU
RECOMMEND
US?
Advocacy drives sales

23. 21

24. 21
Likelihood you’d recommend us?
0 1 2 3 4 5 6 7 8 9 10
Detractors Passives Promoters

25. 22
How do we use Web 2.0 to drive advocacy?

26. 23
First, the Economics of Advocacy

27. 24
Profitable Customers
+
-
- Happy Customers +
First, the Economics of Advocacy

28. 25
Profitable Customers
+
-
- Happy Customers +
First, the Economics of Advocacy

29. 26
Profitable Customers
+
-
- Happy Customers +
First, the Economics of Advocacy

30. 27
Profitable Customers
+
-
Detractors Passives Promoters
- Happy Customers +
First, the Economics of Advocacy

31. 28
Angel
Profitable Customers
+ Detainees
Candidates
- Insurgents Agnostics Missionaries
Detractors Passives Promoters
- Happy Customers +
First, the Economics of Advocacy

32. 28
Angel
Profitable Customers
+ Detainees Angels
Candidates
- Insurgents Agnostics Missionaries
Detractors Passives Promoters
- Happy Customers +
First, the Economics of Advocacy

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. 29
10% of customers
Drive 30% Sales
to New
Customers
How Can We
Help them?
Customer Advocates →1/3 Total Brand Acquisition

35. 30
Now, the Psychology of Advocacy

36. 31
Customer Advocacy
Trumps
Now, the Psychology of Advocacy

37. 32
Advocacy / Effect of Expectation-beating Experience

38. 33
d
r ecommen
w ho would
50% of those
o
don’t yet do s
Advocacy Needs to Be Activated

39. 34
the sea squirt principle
Advocacy / Solve My Problem (Or East Your Brain)

40. 35
Advocacy / Remarkable Solutions to my Problems

41. 36
Advocacy / Remarkable Solutions to my Problems

42. 37
Bran
The Sally-Anne Test Auti d
sm
But Wait / Solutions to Which Problems?

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. 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. 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. 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. 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. 38
Bran
Auti d
sm
But Wait / Solutions to Which Problems?

49. 38
Bran
Auti d
sm
80% of CEO’s believe their brand delivers a
superior experience...
But Wait / Solutions to Which Problems?

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. 39
Web 2.0 Diagnostics / Identifying the Problems to Solve

52. 40
Idea Platforms / Identifying Problems to Solve

53. 41
Idea Platforms / Identifying Problems to Solve

54. 42
Idea Platforms / Identifying Problems to Solve

55. 43
Idea Platforms work as Advocacy Activators too

56. 44
Sales Effect
Propensity to Purchase + 50%
Propensity to Recommend + 100%
Idea Platforms work as Advocacy Activators too

57. 45
Branding Effect
Establishing efficient, choice-shaping
associations with the brand name
Idea Platforms work as Advocacy Activators too

58. 46
The Psychology of Participation / The Hawthorne Effect

59. 47
Hawthorne Plant Experiments on Worker Productivity

60. 48
Feedback on Brighter Factory Lighting

61. 49
Feedback on Even Brighter Factory Lighting

62. 50
Feedback on Softer Factory Lighting

63. 51
Feedback on No Factory Lighting

64. 52
Participants Advocated WHATEVER they Participated In...

65. 53
Was it something in the Hawthorne water?

66. 54
People are Social Animals and Like Participating

67. 55
The Hawthorne Effect
Positive Bias of
Participation
People are Social Animals and Like Participating

68. 56
Hey boss, can we ask
you for some advice?
Using the Hawthorne Effect to Get Yourself a Pay Rise

69. 57
Hawthorne Effect / A Real Problem for Researchers

70. 58
Hawthorne Effect / A Real Opportunity for Marketers

71. 59
Idea Platforms as Diamond in the Web 2.0 Rough

72. 60
CRM 2.0 / Engaging Profitable Promoters as Advisors

73. 61
CRM 2.0 / Engaging Profitable Promoters as Advisors

74. 62
VIP Sne Ins
Vot Pee ak Sco ide
es ks ops
CRM 2.0 / Engaging Profitable Promoters as Advisors

75. 63
Channel Marketing 2.0 / Virtual Advisory Boards

76. 64
VIRTUAL ADVISORY BOARDS
r oblems
t omer p
you so lve cus
HELP
HELP you ACTIVATE customer ADVOCACY

77. 65
Channel Marketing 2.0 / Virtual Advisory Boards

78. 65
Channel Marketing 2.0 / Virtual Advisory Boards

79. 65
FAME
Channel Marketing 2.0 / Virtual Advisory Boards

80. 65
FORTUNE
FAME
Channel Marketing 2.0 / Virtual Advisory Boards

81. 65
FORTUNE
FAME
FUN
Channel Marketing 2.0 / Virtual Advisory Boards

82. 65
FORTUNE
FAME
FULFILLMENT
FUN
Channel Marketing 2.0 / Virtual Advisory Boards

83. 66
Idea Platforms & Participatory Marketing / 10 Insights

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. 67
Putting it all Together...

86. 68
Angel
+ Detainees Angels
Customer Value
Candidates
- Insurgents Agnostics Missionaries
Detractors Passives Promoters
Customer Advocacy
1. Identify your Advocacy Angels

87. 68
Angel
+ Detainees Angels
Customer Value
Candidates
- Insurgents Agnostics Missionaries
Detractors Passives Promoters
Customer Advocacy
1. Identify your Advocacy Angels

88. 69
2. Invite them onto a Special Advisory Board

89. 70
Board Room
3. Offer a Compelling Benefit for Board Membership

90. 70
Board Room
3. Offer a Compelling Benefit for Board Membership

91. 70
Board Room
3. Offer a Compelling Benefit for Board Membership

92. 70
Board Room
3. Offer a Compelling Benefit for Board Membership

93. 71
campaign artwork
test drive coupon
viral link
3. Offer a Compelling Benefit for Board Membership

94. 72
3. Offer a Compelling Benefit for Board Membership

95. 73
4. Promise Quick and Easy Participation

96. 74
5. Seek Board Advice on Doing Something Remarkable

97. 75
5. Seek Board Advice on Doing Something Remarkable

98. 76
5. Seek Board Advice on Doing Something Remarkable

99. 77
5. Seek Board Advice on Doing Something Remarkable

100. 78
5. Seek Board Advice on Doing Something Remarkable

101. 79
6. Launch Your Web 2.0 Advocacy Activator Solution

102. 80
NPS
sales
UE
RA L VAL
R EFER
7. Measure the Results and Smile

103. 81
Whatever you do, make
sure it’s worth talking about
Thank you
Idea Platforms / Diamond in the Web 2.0 Rough