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  1. 1. Brands, Bloggers and Word of Mouse September 2008
  2. 2. now we trust horizontally we used to trust vertically
  3. 3. I trust the opinions of real people like me rather than a biased journalist Growth and popularity of community-based user review sites “ ” parenting wine travel movies electronics I trust people like me…
  4. 5. Word of Mouth has always been important…
  5. 6. technology changes things…
  6. 7. “ ” technology changes things… Word of Mouth Word of Mouse
  7. 8. <ul><li>AMPLIFICATION of opinions </li></ul>“ ” MEETS SPEED of shared opinions Word of Mouth Word of Mouse technology changes things…
  8. 9. Picked up by Metafiler and spread within days across thousands of blogs and websites A video is created and posted online showing how this is done 1 million downloads Picked up New York Times, CNN, BBC etc One post on one message board, alerting people to the fact that these locks could be opened with a Bic pen (170,000 see posting) 14 th Sept 17 th Sept 17 th Sept 23 rd Sept Kryptonite had to offer a free exchange on every $100 lock Over 400,000 have been exchanged They have just settled a class action law suit
  9. 10. $4 billion wiped off the Apple share price
  10. 11. Brands are thinking creatively about how to engage and involve in Social Media spaces
  11. 12. Our Social Media Methodology Launching Cocoon
  12. 14. <ul><li>Web Mapping identifies the key influential UK blogging voices </li></ul><ul><li>In the areas of </li></ul><ul><li>Style & design </li></ul><ul><li>Music </li></ul><ul><li>Technology </li></ul><ul><li>Thought leadership </li></ul>Relationships built with key influential Bloggers - all individually approached Phones sent out SIM activation Management of O2 Cocoon blog Bloggers feed back Content creation Regular email contact Answering blogger questions On-going daily monitoring Daily web maps Qualitative analysis Quant evaluation Identify Engage Seed In Field Evaluate Strategy/Methodology
  13. 15. <ul><li>Initial release in 2005. Ongoing development. </li></ul><ul><li>Applies tried-and-tested offline sociometric theory online (with some tweaking) </li></ul><ul><li>Designed from ground up for practitioner use, not as a bureau service </li></ul><ul><li>Intended to be both strategic and tactical tool </li></ul><ul><li>Cross-platform/open source </li></ul>Understanding Web Mapping Identify Engage Seed In Field Evaluate
  14. 16. Identify Engage Seed In Field Evaluate <ul><li>Nuts and Bolts 1 </li></ul><ul><li>Calculates and displays metrics related to Influence and Authority </li></ul><ul><li>Initially we did this ‘by hand’ using freely available software such as NetDraw and UCINET </li></ul><ul><li>Proved that the techniques worked, but needed a streamlined workflow -- so developed our own software. </li></ul>
  15. 17. Identify Engage Seed In Field Evaluate <ul><li>Nuts and Bolts 2 </li></ul><ul><li>Client is built in Java, server in Perl. </li></ul><ul><li>Either can run on Linux, OS X, Windows (via Cygwin) or Solaris etc. </li></ul><ul><li>Uses robust, time-proven open source frameworks wherever possible </li></ul><ul><li>Designed for easy update, so we can add features as need arises -- for example currently semantic content analysis </li></ul>
  16. 18. email service modules REST, JASON etc clients spiders queue manager server analysis engine user <ul><li>Run a query </li></ul><ul><li>data source(s) Google/Yahoo/Technorati etc </li></ul><ul><li>keywords and boolean logic </li></ul><ul><li>options (data set size, output format etc) </li></ul><ul><li>Add a new data point to an existing query </li></ul><ul><li>Analyse data series </li></ul>database content services PDF, EPS, CSV etc queries/commands (TXT) data files (XML, CSV, TXT) Internet viewer analysis engine visualiser kernel
  17. 19. Identify Engage Seed In Field Evaluate <ul><li>What we learned </li></ul><ul><li>Many offline sociometric measures apply online! </li></ul><ul><li>Measures of ‘influence’ correlate well against human experts </li></ul><ul><li>Building it ourselves greatly assisted with learning and with assuring relevance of the tool </li></ul><ul><li>Many patterns within communties and over time that inform strategic activity </li></ul>
  18. 20. Web map of Neville Hobson ’ s blog Example: Neville Hobson Web maps show us that Neville Hobson ’ s blog has a network of 1118 sites via 2,549 links He is ranked 440 on Technorati and 55 on The Ad Age Power 150 Therefore he is a highly influential voice for us to target for the programme How Web Mapping was utilised for this project
  19. 21. Identify Engage Seed In Field Evaluate Engagement via “Radical Transparency”
  20. 22. You have to be a proper part of this new Social Media World in order to engage in it
  21. 23. Success Metrics <ul><li>Engagement – depth of engagement with UK influential bloggers </li></ul><ul><li>Digital conversations – dialogue generated </li></ul><ul><li>Brand Perceptions – shift in perceptions of O2 </li></ul><ul><li>Sales – qualitative indicators </li></ul>Identify Engage Seed In Field Evaluate
  22. 24. <ul><li>“ The O2 project seems like a smart one </li></ul><ul><li>and provides a potential blueprint for </li></ul><ul><li>brands to engage with bloggers beyond </li></ul><ul><li>the sending of press releases. ” </li></ul><ul><li>Henry Lambert PSFK Trends </li></ul><ul><li>“ The approach to me is part of a clear </li></ul><ul><li>outreach programme. That ’ s very </li></ul><ul><li>different to the many bad pitches I </li></ul><ul><li>receive ” </li></ul><ul><li>Neville Hobson PR consultant </li></ul>Engagement with bloggers seen as a blueprint for success
  23. 25. <ul><li>“ I reckon it's the best operator branded </li></ul><ul><li>handset I've yet seen ” </li></ul><ul><li>Tom Hume - Developer </li></ul><ul><li>“ My friends (male and female) all think that </li></ul><ul><li>the phone is very eye-catching and different </li></ul><ul><li>probably because of the white outer shell </li></ul><ul><li>and blue LED display. One of my friends </li></ul><ul><li>actually compared the Cocoon to an ipod </li></ul><ul><li>that can ’t be bad!” </li></ul><ul><li>Laurence Borel – Qualitative researcher </li></ul>Engagement is positive, deep and detailed
  24. 26. Map shows conversations between thought leaders that was completely the product of the programme Conversations have been generated
  25. 27. Number 1 referenced site for O2 Cocoon phone handset O2 Cocoon blog is at the centre of the conversation
  26. 28. <ul><li>50 postings , over 150 comments during campaign period </li></ul><ul><li>The O2 Cocoon blog has generated 4,001 page views from 1,247 unique visitors </li></ul><ul><li>73% of blog visits were new and 65% of visits have come from sites referring the O2 Cocoon blog </li></ul><ul><li>Average time spent on the blog is 3 minute and 14 seconds –this is high, most blogs are under a minute </li></ul> The O2 Cocoon blog has facilitated a real community
  27. 29. A better customer experience has been achieved by O2 engaging through the blog Issues with the set up and operation of the phone were answered in an open and collaborative manner by O2 on the O2 Cocoon blog The blog has also allowed consumers to help and advise each other
  28. 30. The world according to ….
  29. 31. If you Google the term “ O2 Cocoon ” O2 Cocoon blog appears on the 1 st page Consumers who are researching O2 Cocoon have the opportunity to view and interact with the O2 Cocoon blog If you Google “O2 Cocoon” you get the O2 Cocoon blog
  30. 32. 1 st listing when searching for O2 Cocoon Blog on page 1 of Google Seeded bloggers are listed on pages 1,2 and 3 High visibility for the O2 Cocoon blog No.1 listing for “O2 Cocoon blog” on Google
  31. 33. Seeded bloggers are listed high up the rankings Page 2 Google Page 3 Google
  32. 34. Cocoon – conversation mapping + Positive - Negative Room for improvement in technology Style and design and thought leadership are strong points Music was not a key talking point Technology Music Style & Design Thought Leadership sentiment
  33. 35. Handset Accessories O2 Thought Leadership + - Approach XDA – conversation mapping
  34. 36. <ul><li>Each post measured for sentiment on a scale of 1 – 10 for </li></ul><ul><li>- O2 - Approach </li></ul><ul><ul><ul><li>Handset - Thought Leadership </li></ul></ul></ul><ul><ul><ul><li>Accessories </li></ul></ul></ul>Conversation Sentiment
  35. 37. SEO benefits to Bloggers
  36. 38. <ul><li>69% were surprised that a company like O2 could launch </li></ul><ul><li>a handset in this way </li></ul><ul><li>77% said their perception of O2 was better as result of </li></ul><ul><li>taking part in the program </li></ul><ul><li>15% said it was the same </li></ul>Brand perceptions have shifted
  37. 39. <ul><li>“ Keep trying, innovating. This was a brave effort and i applaud you for </li></ul><ul><li>it. I hope you've learned a great deal. ” </li></ul><ul><li>“ Customer service is great.”   </li></ul><ul><li>“ Maybe send out demo handsets out, so errors could be ironed out, at </li></ul><ul><li>the same time as increasing hype. ”  </li></ul><ul><li>“ More programs like this. I was surprised at the honesty of it all - it didn't </li></ul><ul><li>feel like a corporate PR exercise, but an attempt to genuinely engage </li></ul><ul><li>with the community. ” </li></ul><ul><li>“ Keep doing smart initiatives like this!” </li></ul>Post campaign comments from seeded bloggers
  38. 40. <ul><li>We believe positive sentiment on Google and blogs do influence consumer purchase intent </li></ul><ul><li>Of bloggers surveyed… </li></ul><ul><li>75% would recommend the phone to a friend (Net Promoter Score, NPS) </li></ul><ul><li>73% would recommend O2 as a mobile service to a friend (NPS) </li></ul><ul><li>“ I’ve had my phone a day so far and love it. Work mates love it and boyfriend </li></ul><ul><li>makes out he doesn ’t like it. I’ve been with O2 for nearly 10 </li></ul><ul><li>years and this is the first time i ’ve upgraded to an O2 phone, rather than Nokia </li></ul><ul><li>etc. And must stay, i ’m pleased with my choice. Well my thoughts are that this </li></ul><ul><li>phone is great and would advise anyone to get one. Thanks O2! ” </li></ul><ul><li>O2 customer on the O2 Cocoon blog (not a seeded blogger) </li></ul><ul><li>(VCCP research) </li></ul>Sales – qualitative indicators
  39. 41. (aka people having conversations ) <ul><li>When brands initiate and participate in conversations, be aware that control is traded for participation </li></ul><ul><li>Conversations can be guided but not managed </li></ul><ul><li>Conversations have to be interesting (how can you brand make them more so?) </li></ul><ul><li>Conversations are in real-time </li></ul><ul><li>Conversations are continuous </li></ul>5 Key Rules of Social Media Marketing
  40. 42. Thank you! Questions?