Marc Loveridge's presentation to eMarketing students at UWA. Citizen Marketing Your brand is only what people say it is Listening, Talking, Supporting & Embracing

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2. Citizen Marketing Your brand is only what people say it is

3. Listening, Talking, Supporting & Embracing

4. Most of you here

7. But your customers…

9. Once upon a time

11. your marketing message,

12. your brand

13. and your reputation

14. Even if you had to hide some of the ugly truths* *our legal people told us we had to put this tiny bit of text here to show we weren’t really liars. Hope you don’t actually read it because it uncovers some ugly truths about our product/service 

15. You were able

17. Because your message was confined to

22. X

23. Your brand

25. It’s on the run

28. Connecting

31. Creating

34. Sharing

37. Collaborating

39. reviewing and rating

41. It’s happening so fast

42. That you may not have noticed

43. But you can’t ignore it

44. It’s “citizen marketing”

45. It’s a “groundswell”

47. You have a choice

48. Let it break over you

49. Or catch it

50. So how can we tap into this “face-space-thing”?

51. #1 Stop chasing the technology

52. X

53. X

54. X

55. X

58. #2 start by listening

59. To find out what your brand really stands for.

60. After all: “A brand is only what people say it is.”* * Ricardo Guimaraes

61. You’re going to need tools

65. Unlike the delayed nature of traditional market research

67. give you the ability to react quickly

69. As they happen.

70. Ultimately listening to your customers will help you to…

71. #3 …define your objectives

72. write a plan

74. #3.1 starting conversations

75. George Wright Marketing Director

76. Top notch blenders

77. Blendtech

78. Blendwho?

79. George

82. What’s that from?

83. We’ve been testing the blender.

85. “ sh!t, does that blend?”

86. Yup.

87. Wow! We need to tell people about this.

88. George

89. Tom Dickson CEO, Blendtec

91. Starring – “The Total Blender”

92. 5 videos

93. for a total production cost

94. <$50

95. > 6 million views

96. 5 days

97. George

99. Suggest stuff to blend

100. Suggestions came in thick and fast

101. 180+ videos have now been produced

102. > 60 million views

103. > 700% in sales over 2 years

108. with graduates

114. > 29,700 potential employees

115. Through a single communication point

116. Saving the considerable

118. Visiting the world’s universities

119. Attending global career expos

120. Running broadcast media campaigns

121. The prospective employees are happy too

122. By having the opportunity to have conversations directly with EY they get a much clearer picture of the company’s people, opportunities and culture before they apply

123. #3.2 energise

125. The # 1 rule of Sales

130. Or at least…

132. Generally speaking, if you…

135. Then some of your customers

141. Lego User Group Network

143. 1,000s of

144. A.F.O.L.

145. share and connect

148. A.F.O.L.

149. big business

150. $100,000,000 (10%)

152. original content

156. Don’t create their own unique content

157. but love to

160. thus stimulating

162. that attract spectators

164. Who rarely contribute

166. But instead consume almost everything that’s written on LUGNET

167. So it’s easy to understand why

168. Tormod Askildsen Senior Director of Business Development

174. 24 x

176. an exclusive group

177. Which breeds aspiration

184. #3.3 supporting

186. Meet Dave.

187. Dave’s been to 7 countries and stayed at 18 different hotels in the last 5 years.

188. He’s a registered travel agent …passed some exams you know….

189. Dave’s an outdoor person and doesn’t really enjoy just laying by the pool.

190. Dave doesn’t have kids.

191. In fact dave hates kids.

192. Dave own’s the travel agency and it’s in his financial interest to sell you certain types of holiday.

193. X

194. X

196. Understands that being a good travel agent requires a detailed knowledge of every

200. Based on recent experiences and from people with different wants and needs.

202. is what travel agents should always have been

203. Its all about ‘support’

204. Open 24/7

205. >384 million visitors per year

206. written >25 million reviews

207. >400,000 hotels

208. >68,000 cities

209. >1,700,000 user submitted photos

210. It uses the power of

212. And asks them to support each other in their purchasing decisions

213. Why do people do this?

214. To help others?

215. To get recognition?

216. To earn “social currency”?

217. How does “Trip Advisor” benefit?

218. Once users have “the truth”

219. Trip Advisor refers the user to a choice of online “booking agents”

220. And collects a commission for the referral.

221. #3.4 embracing

223. How do you know that you’re embracing social media?

224. It’s about evidencing that you are not only prepared to listen , have conversations and support customers, but you are also prepared to change the way you do business .

226. Anantara Hotel, Bali

228. 41 customer reviews

229. 80% said they would recommend to a friend

230. But what about the other 20%?

231. Well negative reviews are a fact of life and are essential to the credibility of any site

232. X

233. I've been a bit annoyed by the atmosphere as well... When you check in in a five stars hotel facing the ocean, you expect to enjoy the sound of waves but a DJ party has been organized during our stay and to have techo-house music from 2pm until 8pm just give you the desire to escape...

234. This began to influence my opinion of Anantara, until…

235. IVAN: “…Again, we are very sorry for all the inconveniences you and your family went through however, for your kind reference, please allow me to inform you that we have limited all our DJ events’ sessions from 4pm till 8pm including chill-out gigs…

236. 10 minute response = $3,000 booking

237. 100 prospective travellers

238. $300,000 for 10 minutes work

239. #4 considerations

240. #4.1 who is going to lead this?

241. #4.1.1 are they passionate about your business and do they have the necessary sponsorship from above?

242. #4.1.2 do they have the necessary resources?

243. #4.1.3 internal people, outside experts

244. #4.3 how will you react to negativity?

245. #4.4 start small

246. #4.5 share your results with the exec

247. #4.6 have a clear vision

248. #4.7 and good luck

249. Marc Loveridge

250. WWW.THINQDIGITAL.COM.AU

251. thanks

253. “ We want to become one of the top five automakers in the world. And, we're doing that by cementing our commitment to quality. That means we've outgrown our reputation for producing low-priced small cars and we're now known as a full-line car manufacturer of quality, variety, innovation and individuality.”

254. At IKEA we want to contribute to creating a better everyday life for as many people as possible by making beautiful, functional items for their homes at the lowest possible price

255. With more than a quarter of Samsung employees engaged in research and development, each of our businesses is focused on discovering new technologies , products and services that will open up a new world of possibilities for the people who use them.

256. What are people saying about you?

257. What are people saying about you?

258. What are people saying about you?

259. What are people saying about you?

260. What are people saying about you?

261. What are people saying about you?

262. What are people saying about you?