Spontaneous conversations

digiAindra

The
Social
Media

Conversa2on

Ian
Fenwick

Founding
Partner
digiAindra
co
ltd

Advisor,
Sasin
Graduate
Ins2tute
of
Business
Administra2on

Presented
at
Asia
Publishing
Conven4on,

Bangkok,
Thailand
July
8,
2011

Copyright
©
ian
fenwick.
All
rights
reserved

The quote’s from the digiAindra

“
subheader for this session,
started me wondering WHY open
brands are so frightened. exchange
But I guess a harangue is less
scary…but much less without
effective.
Recognize this still? From the gatekeepers
Mac launch in 1984 frightens
brands

Copyright © ian fenwick. All rights reserved

This is how many marketers still see theirdigiAindra
digiAindra
market, they even call them targets.
Static non-participatory, recipients of
whatever you throw at them

3

digiAindra

Today’s
Consumers

But today the market is lean forward active, not
lean back coach potatoes

digiAindra

Tradi4onal
4
P’s

Product
Price

Promo4on
Place

the traditional 4Ps are supplemented by a new 4Ps

With
the
5th
P,
privacy,
lurking
as
a
major
issue
for

marketers

digiAindra

Social
media:
pure
par4cipa4on

people sharing content with people
creating content for people
people helping each other;
and bypassing traditional

marketing…like yours


digiAindra

traditional marketing was a
monologue marketers talked,
people listened (maybe)
people are tired of monologues, they want
dialogues
social network marketing is a
series of conversations

digiAindra
Can’t
I
avoid
social
media?

§  people can write whatever they want
–  that’s how you find what they really
think
–  that’s how you build trust
–  that’s how you improve
§  it’s a “referred pain”
–  social media doesn’t cause complaints
–  your lousy service does that
–  it’s just where the complaint is expressed
–  AND where it can be dealt with

digiAindra
Can’t
I
avoid
social
media?

the p ath to
r is

“ Fea ide.
the
Fe
A
d ark s
ar le
nger
ads t
leads
o ang
to ha
er.
te.
ds to
Ha te lea
fering ar W
ars
, St

suf Yoda


digiAindra

1. “Conversation is
the new attention
People talking about your
message, whether physically Christopher Fahey &
or digitally, shows you have Timothy Meaney
A List Apart, April 19 2011
their attention…that’s what
we want: engagement
http://www.alistapart.com/articles/conversation-is-the-new-attention/

digiAindra

Of course it s
not always good
attention

digiAindra

This is the disgusting Dominos people video
If you really want to see it look here
http://www.metacafe.com/watch/2707445/disgusting_dominos_people/

http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html

digiAindra

And the reply from the CEO you can probably find
here, http://www.youtube.com/watch?v=dem6eA7-A2I
many think it’s not too authentic
The Australian counterpart, not too different, is here
http://www.youtube.com/watch?v=PfNM4kLczUI

http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html

digiAindra

2. Authenticity is
all


digiAindra

Embedded over
90,000 times

It’s a different issue, but a much more authentic apology,
and he gets in several plugs for the store’s address
You can see the video at http://www.viddler.com/explore/dpzramon/videos/19/

digiAindra

and sometimes
it will be very
bad

This is Greenpeace’s viral video about digiAindra
KitKat and palm oil. You can see it here
http://www.youtube.com/watch?v=VaJjPRwExO8

http://www.greenpeace.org/international/campaigns/climate-change/kitkat/

digiAindra

http://www.facebook.com/album.php?aid=127366&id=9250349228&ref=share

digiAindra
March
19,
2010:
Damage
control?

After Nestle got
YouTube to ban the
video (assuring
more uploads and
record views!),
Greenpeace had
their people ‘fan’
Nestle on FB…
where the
moderator
proceeded to abuse
critics, and delete
http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736 posts

digiAindra
March
19,
2010:
Damage
control?

After a couple of days, pages
of posts, the moderator went
quiet…and then apologized.

Really sad thing is that
apparently Nestle were trying
to remove the palm oil…but
completely failed to engage
the critics; to harness them;
to be seen to be trying hard
http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736

digiAindra

3. Engage don’t
enrage


digiAindra

So when the palm oil was
indeed dropped from KitKat,
it was seen as a victory for
Greenpeace, not a
http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
responsible action from
Nestle

digiAindra

When things go wrong,
and they will, you have
to say sorry. And
hopefully have a policy
to show people that
they will be
recompensed

http://mashable.com/2011/06/09/brands-twitter-success/

digiAindra

http://www.jetblue.com/about/ourcompany/promise/index.html

digiAindra

4. Make social
media a
megaphone,
for your brand
advocates

digiAindra

consider
aware
like
engaged
ready to
act Marketers have
ACTION talked about the
Sales Funnel for
loyal quite a while. And
started to see the
value of brand
advocate
advocates

Now we’re starting to realize digiAindra

it’s not a funnel…it’s a
megaphone to help
advocates get the word out to
others…the Social Media
Megaphone
consider engaged
ACTION
advocate
ready to
act
aware like

Social Megaphone


digiAindra

get that social
media megaphone
working
For you

This is a summary of the award digiAindra
winning campaign from
McCann Romania.
A perhaps high risk strategy to create uproar
in social media, and rekindle patriotism, by
temporarily repackaging a patriotic product
in the US flag.
You can see it at
http://www.youtube.com/watch?
v=Tt9NBtW4sbA&feature=player_embedded

http://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded

digiAindra

Part 1 conversa4on:
new
aPen4on

Part 2 authen4city
is
all

Part 3 engage
don’t
enrage

Part 4 social
media
megaphone


www.Twitter.com/DrIanFenwick digiAindra

www.About.Me/IanFenwick

www.SlideShare.net/ian.fenwick


Spontaneous conversations

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