The document discusses how brands can learn from Vanilla Ice's marketing approach in the current changing environment. It highlights the need to stop broadcasting messages and instead become facilitators by collaborating with customers, listening to their ideas, and treating them as collaborators. Some key points discussed are inviting customers to participate and help the brand succeed, harnessing their collective intelligence, and giving them visibility in their community. The document also emphasizes the importance of social media monitoring, online customer communities, and continuous listening to understand customer feelings and uncover issues before ideas get skewed.

1. What can marketing learn from
VANILLA ICE
closer customer connections in
changing times
Peter Harris
Managing Director
Vision Critical
http://www.flickr.com/photos/eboman/395968846/

2. Peter Harris
Managing Director @ Vision Critical
AUDITOR marketing RESEARCH
Family man AMSRS aussie NEW MEDIA
building relationships ASHES TRAGIC

3. “Stop, Collaborate and Listen” – Vanilla Ice

4. Stop. Collaborate. Listen.

5. Past

8. Today

9. Some inconvenient truths
“In most categories a brand’s market share is stationary”
4 out of 5 categories seen as increasingly homogeneous
3x $ spent on discounting as ‘brand building’ in fmcg
0.5% average click-thru rate for banners
Less than 1 in 10 ads seen as different
4% response rate successful in DM
Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey

10. Brands that engage in social media are winning
Brands fall into one of four
engagement profiles…. Mavens have experienced better
revenue growth (last 12 mths)
Source: The world’s most valuable brands. Who’s most engaged? Ranking the Top 100 Global Brands Report, prepared by Altimeter and Wetpaint

12. Continuous listening

13. brands must go beyond broadcast

14. and become “facilitators”

16. How can we get a better ROI? (Return on insight)

17. Stop. Collaborate. Listen.

18. collaborate
Invite them in. Treat them as collaborators. Harness their
collective intelligence. Give them a role in helping the brand
succeed and a chance to become visible to their community.

20. collaborate

22. If what we’re doing is right,
and if we give them the tools,
young people will do the marketing and
organising for us
(and be better at it than we are)

23. http://au.youtube.com/watch?v=Y0SOXW_K56w

24. • 70,000 ideas in first year
• Free coffee for Gold Card members on their birthday
• Starbucks VIP card
• Buy coffee beans, get a free cup of coffee

25. • Get (free) help, advice & support in planning kitchens, offices, wardrobes eetc..
• Employee and fan community - 100,000+ members, 4 yrs old
• Community donations + ad revenue funding model
• Reward participation with Ikea gift cards

26. Results

27. Why they will collaborate?
connect
useful
educate
entertain
Source: PHD

28. Stop. Collaborate. Listen.

29. Listen
Talk with customers in context. Listen to their
ideas before they get skewed. Uncover issues,
focusing on how people feel.

30. “In the old days, brands wanted everybody to pay
attention to them. Now brands need to pay attention to
everybody else.”
-Anonymous

31. listen

32. “
We’ve been voted the best marketer of the 20th
century. But that’s because we were the biggest
shouters. In the 21st century, we want to be the best
listeners.
- Greg Icenhower, P&G, director
of corporate communications

33. Social Media Monitoring Tools
Social Media Buzz Monitoring
1. Free Alert Systems
2. Paid Analysis Dashboard
3. Full Service Insights Partners

34. Online Customer Community
• Continuous connection to your customers
• 300–500 invitation-only members in a room
Discussion Journals
Quick Polls Mystery shopping
Online chat Scrapbook
Brainstorm Immersion
Use photos Twitter
Video Off-line events
Survey

35. ‘Listening is the new marketing’, Chris Brogan

36. 7 Secrets of Vanilla Ice Marketing

37. 1. Make your own game
• Stand out
• Don’t play by other people’s rules

38. 2. Build a Posse
• Make friends / connect
• Insiders advantage / outsiders can’t buy influence
• Create a big F’n network

39. 3. Spin off
• The Archimedes Effect / Leverage
• Build off previous success

40. 4. Throw Awesome Parties
• Be a great party host
• Invite them to participate and mash their own content
• Connect , network and help build relationships

41. • Provide opportunities to participate
• Don’t force the conversations but help it along
• Share instead of hoard

42. • Put on & play a constructive role in offline events
• Add value to the community experience
• Capture content and 3rd party perspectives on your community topic

43. • Pay your dues - consistency and authenticity
• Be open to criticism and admit when you are wrong
• Have a higher purpose

46. Peter.harris@visioncritical.com
twitter.com/peteraharris