SMC030 #6 - Oxyme

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  • Issue Customers dislike the cooperation The different brand attributes doesn’t fit together.Innocents reactionResponding to the audience in the way Innocent always does, which means directly to the customers who left a message online and explain what’s going on in a letter post on their websiteInnocent drinks offer a taste to Coca-ColaDespite selling up to a 20% stake to the US corporate giant Coca-Cola, Innocent still declare it won't change their eco-friendly, local valuesMonday 6 April 2009 15.56 BST
  • SMC030 #6 - Oxyme

    1. 1. WebCareWhy care about the web any way?<br />
    2. 2. My Message<br />In any analysis: Data Quality is king<br />In any marketing / webcare effort: Control has always been an illusion<br />The web is the best resource for insights<br />
    3. 3. Core Values<br />Fanatical Involvement<br />Creative Analytics<br />Pragmatic Approach<br />Radical Transparency<br />About<br />Est. 2007 <br />Background in marketing science<br />15 People [4 nationalities]<br />Amsterdam<br />
    4. 4. * Oxyme is a marketing insights company.<br />Oxyme is not an software, PR, creative or media agency.<br />
    5. 5. The building blocks of our business[es]<br />1 picture<br />1 quote can be enough<br />Making number work<br />Hallelujah<br />Knew that<br />
    6. 6. Our Clients<br />
    7. 7. What is webcare<br />
    8. 8.
    9. 9. What and why of webcare<br />
    10. 10. Brand / Reputation Management is a contradiction….<br />
    11. 11. Your Reputation / Brand Equity is a market based asset. [Srivastava et al 1998]It resides outside of the company, and outside of your control.<br />
    12. 12. Reputation / Brand management is a contradiction intermines<br />
    13. 13. People are active meaning makers [Fournier 1998]And now they share<br />
    14. 14.
    15. 15.
    16. 16. Innocent & Coca Cola: Closeness means high expectations and divorces<br />
    17. 17. What are the short and long term effects of webcare on<br />Reputation Dimensions<br />Brand Equity<br />Customer Life Time Value<br />Net Promotor Score<br />
    18. 18. Case: So what can you do with webcare<br />
    19. 19. Case | Philips Senseo Recall<br />Project Scope<br /><ul><li>Turn around time one weekend
    20. 20. 5 months period
    21. 21. 4 Countries</li></ul>Oxyme Service<br /><ul><li>Operational: Country specific dashboards
    22. 22. Tactical: Weekly Overview [PPT]
    23. 23. Strategic: Brand Impact Analysis [PPT]</li></li></ul><li>The process<br />
    24. 24. What did we find<br />
    25. 25. Why they post<br />
    26. 26. Jokes<br />
    27. 27. People shared pictures about their broken/ repaired Senseo<br />
    28. 28.
    29. 29. Stress zonder Senseo“Die van onze buren is totaal zoekgeraakt. Zij waren minder blij met de ‘service’. Ze hebben weken zonder senseo gezeten, er tientallen keren achteraan moeten bellen en kregen, na heel veel gedoe, ook een nieuw apparaat. Jullie hebben dus echt mazzel!”<br />16-07-2009 Link<br />Emotions: In particular stress<br />
    30. 30. Logistics<br />Philips kan toveren!<br />Geloof het of niet, het is echt waar. <br />Door de terughaal-actie van Philips moest ik mijn zwarte Senseo opsturen en wat schertst mijn verbazing… ik krijg een blauwe terug!<br />Kijk maar…<br />21-06-2009 Link<br />
    31. 31. Use Cases<br />Operational<br />Issues<br />Detractor Identification<br />Tactical<br /> Country Benchmarks<br /> Trends [Structural Breaks]<br />Opportunities<br />Strategic<br />NPS Measurement<br />Brand Impact<br />Actions<br />Offline Customer Care (Integration)<br />Communication Strategy (Website)<br />Internal Agent of Change<br />Evaluation on KPI’s<br />Results<br />
    32. 32. You should care about the web because<br />Webcare is <br />A source of insights<br />An agent of change<br />Webcare however requires<br />An organizational broad effort, not just the webcare team<br />Research to gauge the long term effects<br />And webcare is not<br />A short term investment<br />A viable alternative for customer service<br />
    33. 33. Webcare is like Modern Art<br />
    34. 34. Bob Rietveldbob@oxyme.com<br />www.oxyme.com<br />Paasheuvelweg 201105 BJ Amsterdamtel: +31 20 625 000 5fax: +31 20 203 1039<br />Give us a call or rock on<br />

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