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1




Idea
Platforms
Diamond in the
Web 2.0 Rough




Dr Paul Marsden
Digital Ethnographer
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




Brand      Cat
Autism    Litters

 Sea       Your
Squirts   Salary
4




Web 2.0 / The Participatory Web
4




                                          E
                Web 2.0 - Connecting pEOPL

             Web 1.0 - Connecting pages




Web 2.0 / The Participatory Web
5




Web 2.0 / The Participatory Web / Content Sharing
6




Web 2.0 / The Participatory Web / Content Sharing
7




Web 2.0 / The Participatory Web / Content Sharing
8




                             !!! !???




Web 2.0 / The Participatory Web / Content Sharing
9




Web 2.0 / The Participatory Web / Content Sharing
10




Web 2.0 / The Participatory Web / Content Sharing
11




Web 2.0 / A Commercial Desert?
12




       i                @                    $
   information      communication        commerce




Adding Web 2.0 tools to our Web 1.0 mix...
13




       i

Information / Brochureware + User Reviews
14




                       @

Communication / Search+Display (Ads) + User Forums
15




                                           $

Communication / Lead Generation + User Selling
16




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




We can use Web 2.0 tools to drive sales!
18




By turning users into brand advocates
19




                        WOULD YOU
                        RECOMMEND
                           US?


Advocacy drives Sales
19




      What your customers say about you
      is more important than what you say
                 about yourself
                            WOULD YOU
                           RECOMMEND
                              US?


Advocacy drives Sales
20




                        WOULD YOU
                        RECOMMEND
                           US?


Advocacy drives sales
21
21




Likelihood you’d recommend us?
0   1   2       3        4   5   6   7     8    9     10

            Detractors               Passives   Promoters
22




How do we use Web 2.0 to drive advocacy?
23




First, the Economics of Advocacy
24


  Profitable Customers


                        +



                        -



                            -   Happy Customers   +

First, the Economics of Advocacy
25


  Profitable Customers


                        +



                        -



                            -   Happy Customers   +

First, the Economics of Advocacy
26


  Profitable Customers


                        +



                        -



                            -   Happy Customers   +

First, the Economics of Advocacy
27


  Profitable Customers


                        +



                        -

                            Detractors      Passives       Promoters
                                -        Happy Customers      +

First, the Economics of Advocacy
28




                                            Angel
  Profitable Customers


                        +   Detainees
                                          Candidates



                        -   Insurgents     Agnostics       Missionaries

                            Detractors      Passives         Promoters
                                -        Happy Customers        +

First, the Economics of Advocacy
28




                                            Angel
  Profitable Customers


                        +   Detainees                        Angels
                                          Candidates



                        -   Insurgents     Agnostics       Missionaries

                            Detractors      Passives         Promoters
                                -        Happy Customers        +

First, the Economics of Advocacy
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
29


10% of customers
                        Drive 30% Sales
                            to New
                          Customers
                              How Can We
                              Help them?

Customer Advocates →1/3 Total Brand Acquisition
30




Now, the Psychology of Advocacy
31




              Customer Advocacy
                   Trumps




Now, the Psychology of Advocacy
32




Advocacy / Effect of Expectation-beating Experience
33



                                      d
                            r ecommen
                 w ho would
    50% of those
                                  o
                   don’t yet do s




Advocacy Needs to Be Activated
34




                         the sea squirt principle




Advocacy / Solve My Problem (Or East Your Brain)
35




Advocacy / Remarkable Solutions to my Problems
36




Advocacy / Remarkable Solutions to my Problems
37
                                           Bran
                The Sally-Anne Test       Auti d
                                              sm




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

  Imagine two children, Sally and Anne, playing together:




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




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



  80% of CEO’s believe their brand delivers a
  superior experience...




But Wait / Solutions to Which Problems?
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?
39




Web 2.0 Diagnostics / Identifying the Problems to Solve
40




Idea Platforms / Identifying Problems to Solve
41




Idea Platforms / Identifying Problems to Solve
42




Idea Platforms / Identifying Problems to Solve
43




Idea Platforms work as Advocacy Activators too
44




                    Sales Effect

        Propensity to Purchase + 50%
      Propensity to Recommend + 100%




Idea Platforms work as Advocacy Activators too
45




                  Branding Effect

     Establishing efficient, choice-shaping
      associations with the brand name




Idea Platforms work as Advocacy Activators too
46




The Psychology of Participation / The Hawthorne Effect
47




Hawthorne Plant Experiments on Worker Productivity
48




Feedback on Brighter Factory Lighting
49




Feedback on Even Brighter Factory Lighting
50




Feedback on Softer Factory Lighting
51




Feedback on No Factory Lighting
52




Participants Advocated WHATEVER they Participated In...
53




Was it something in the Hawthorne water?
54




People are Social Animals and Like Participating
55




               The Hawthorne Effect
                  Positive Bias of
                   Participation




People are Social Animals and Like Participating
56




                      Hey boss, can we ask
                      you for some advice?




Using the Hawthorne Effect to Get Yourself a Pay Rise
57




Hawthorne Effect / A Real Problem for Researchers
58




Hawthorne Effect / A Real Opportunity for Marketers
59




Idea Platforms as Diamond in the Web 2.0 Rough
60




CRM 2.0 / Engaging Profitable Promoters as Advisors
61




CRM 2.0 / Engaging Profitable Promoters as Advisors
62




       VIP              Sne               Ins
     Vot               Pee ak           Sco ide
         es               ks                ops




CRM 2.0 / Engaging Profitable Promoters as Advisors
63




Channel Marketing 2.0 / Virtual Advisory Boards
64




VIRTUAL ADVISORY BOARDS

                            r oblems
                   t omer p
     you so lve cus
HELP


HELP you ACTIVATE customer ADVOCACY
65




Channel Marketing 2.0 / Virtual Advisory Boards
65




Channel Marketing 2.0 / Virtual Advisory Boards
65




                 FAME




Channel Marketing 2.0 / Virtual Advisory Boards
65




                            FORTUNE
                 FAME




Channel Marketing 2.0 / Virtual Advisory Boards
65




                            FORTUNE
                 FAME




                 FUN




Channel Marketing 2.0 / Virtual Advisory Boards
65




                            FORTUNE
                 FAME


                           FULFILLMENT
                 FUN




Channel Marketing 2.0 / Virtual Advisory Boards
66




Idea Platforms & Participatory Marketing / 10 Insights
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
67




Putting it all Together...
68




                                  Angel
                    + Detainees                         Angels
   Customer Value


                                Candidates



                    - Insurgents       Agnostics Missionaries

                       Detractors        Passives       Promoters
                                    Customer Advocacy


1. Identify your Advocacy Angels
68




                                  Angel
                    + Detainees                         Angels
   Customer Value


                                Candidates



                    - Insurgents       Agnostics Missionaries

                       Detractors        Passives       Promoters
                                    Customer Advocacy


1. Identify your Advocacy Angels
69




2. Invite them onto a Special Advisory Board
70




                     Board Room




3. Offer a Compelling Benefit for Board Membership
70




                     Board Room




3. Offer a Compelling Benefit for Board Membership
70




                     Board Room




3. Offer a Compelling Benefit for Board Membership
70




                     Board Room




3. Offer a Compelling Benefit for Board Membership
71

              campaign artwork
                     test drive coupon




 viral link




3. Offer a Compelling Benefit for Board Membership
72




3. Offer a Compelling Benefit for Board Membership
73




4. Promise Quick and Easy Participation
74




5. Seek Board Advice on Doing Something Remarkable
75




5. Seek Board Advice on Doing Something Remarkable
76




5. Seek Board Advice on Doing Something Remarkable
77




5. Seek Board Advice on Doing Something Remarkable
78




5. Seek Board Advice on Doing Something Remarkable
79




6. Launch Your Web 2.0 Advocacy Activator Solution
80




                                                NPS
                                              sales
                                                   UE
                                          RA L VAL
                                   R EFER




7. Measure the Results and Smile
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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Idea Platforms | Diamond in the Web 2.0 Rough?

  • 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