1. Customers, online

2. What do people do online?

3. How do customers research
purchases online?
Online opinions are credible

4. Online opinions matter
Companies see online communities as
valuable

5. But they don’t know how to measure it
An example of
how dangerous
the tech
imperative is!
(Online) Customer engagement
!“Repeated, satisfied
(online) interactions that
strengthen the emotional
connection a customer has
with the brand”

6. Need for emotional
involvement with the brand
Radical reduction in search costs
Reduction in barriers to entry
Lower effectiveness of advertising
11
Levels of engagement
Adoption Collaborative filtering
Bookmarking, Rating, voting,
tagging, ‘Digging’ commenting
Content creation Social expansion
Mashups, blogging Networking,
fan media making communities
12

7. Levels of engagement
Adoption Collaborative filtering
Bookmarking, Rating, voting,
tagging, ‘Digging’ commenting
Content creation Social expansion
Mashups, blogging Networking,
fan media making communities
14

8. 15
16

9. Levels of engagement
Adoption Collaborative filtering
Bookmarking, Rating, voting,
tagging, ‘Digging’ commenting
Content creation Social expansion
Mashups, blogging Networking,
fan media making communities
17
18

10. Levels of engagement
Adoption Collaborative filtering
Bookmarking, Rating, voting,
tagging, ‘Digging’ commenting
Content creation Social expansion
Mashups, blogging Networking,
fan media making communities
19
20

11. Online Customer Engament
matters...
Amazon recently re-branded into ‘serving the world’s
largest engaged online community’
Nielsen Media Research, IAG Research and Simmons
Research are also all in the process of developing a CE
definition and metric.

12. Time to think...
You are the marketing trainee of a large
supermarket chain. Your boss asked you
for three ideas to increase online customer
engagement, but she wants those ideas to
bring more revenue.
Beyond cutomers:
Crowdsourcing

13. Crowd sourcing is...
...Outsourcing a task traditionally
performed by the organization to an open
group of people, in the form of an open call.
25
26

14. What is innocentive?
Open online community
120,000 scientists
Working on multiple problems: NPD, Biotech, Oil
spills, Business, Engineering
For a 10K to 100K cash award
27
58 challenges solved:
Better method to fill in toothpaste, Better
ways to control an oil spill, NPD for Corona
Solvers are an open network of scientists from
the US, Europe, Russia, China, India and South
America
28

15. Hunch.com
Hunch.com
500 questions at the start of beta testing
3 months and 30,000 beta testers later the site was ready for
launch with nearly 7 million questions.

16. Advantages
Cheaper
High yedd rates (35% > 11%success)
More creative and effective solutions
31
The 9-9-1 Challenge

17. The 90-9-1 Challenge
167,113 of Amazon’s book reviews were contributed by just a few
“top-100! reviewers.
• Over 50% of all the Wikipedia edits are done by just .7% of the users
… 524 people.
• In December 20, 2007 on the!MSDN Community site, 1866 edits out
of 10851 total edits were made by the top five contributors (three of
whom are Microsoft employees).
• Just 0.16% of all visitors to YouTube upload videos to it, and 0.2% of
visitors to Flickr upload photos
The longitude problem:
problem considered so intractable that the
British Parliament offered what was at the
time a huge fortune for a solution
(£20,000, roughly "12 million in 2007
terms)
Solved by a clock maker
How to compare local time with a time at a
given place (eg. noon)
Experts: Astronomical methods of time
reckoning
Harrison: Build a better clock
Clock proved to be the best