ENGAGING WITH THE
AUDIENCE?
@walterpike
Wednesday 24 November 2010
But its the wrong question
Wednesday 24 November 2010
How we make decisions
Wednesday 24 November 2010
Wednesday 24 November 2010
It just
feels
right
Wednesday 24 November 2010
Wednesday 24 November 2010
Brands are what you feel
Wednesday 24 November 2010
Who has owned a Nokia?
Wednesday 24 November 2010
2010
2009
Wednesday 24 November 2010
2010
2009
Wednesday 24 November 2010
Works best with
an audience
which is passive
and available
Wednesday 24 November 2010
So in walks a huge client
As an AD Exec - What would you do?
Wednesday 24 November 2010
Strategy
Wednesday 24 November 2010
Share of Voice =
Share of Mind =
Share of Market
Wednesday 24 November 2010
But the rules changed:
People are connected
Wednesday 24 November 2010
Changes the
economics
of publishing
Wednesday 24 November 2010
They self organise
themselves into groups
communities.
and decide where and
how they will interact
with brands.
Wednesday ...
They trust
their friends
and people
like them
They don't
trust
advertising
and PR
Wednesday 24 November 2010
Wednesday 24 November 2010
Trust us
Wednesday 24 November 2010
www.brandseye.com
Twitter - Visuals
Wednesday 24 November 2010
www.brandseye.com
Visuals
Wednesday 24 November 2010
www.brandseye.com
Who Is Talking
ü Complaints board and Hello Peter together have
approximately 4% of the total conversat...
www.brandseye.com
Over All Themes
ü The negativity online is an indication that the public have
developed a sense of mist...
Control like water
Wednesday 24 November 2010
You can’t force but you can
guide - by building a culture
Brand husbandry
Wednesday 24 November 2010
Position Influence
Find the talkers
Roles
Wednesday 24 November 2010
Give them
something to
talk about
Wednesday 24 November 2010
Give them a way to talk about it
Wednesday 24 November 2010
Wednesday 24 November 2010
Wednesday 24 November 2010
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Heavy chef Nov 2010 2

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Engagement - its about the audience

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Heavy chef Nov 2010 2

  1. 1. ENGAGING WITH THE AUDIENCE? @walterpike Wednesday 24 November 2010
  2. 2. But its the wrong question Wednesday 24 November 2010
  3. 3. How we make decisions Wednesday 24 November 2010
  4. 4. Wednesday 24 November 2010
  5. 5. It just feels right Wednesday 24 November 2010
  6. 6. Wednesday 24 November 2010
  7. 7. Brands are what you feel Wednesday 24 November 2010
  8. 8. Who has owned a Nokia? Wednesday 24 November 2010
  9. 9. 2010 2009 Wednesday 24 November 2010
  10. 10. 2010 2009 Wednesday 24 November 2010
  11. 11. Works best with an audience which is passive and available Wednesday 24 November 2010
  12. 12. So in walks a huge client As an AD Exec - What would you do? Wednesday 24 November 2010
  13. 13. Strategy Wednesday 24 November 2010
  14. 14. Share of Voice = Share of Mind = Share of Market Wednesday 24 November 2010
  15. 15. But the rules changed: People are connected Wednesday 24 November 2010
  16. 16. Changes the economics of publishing Wednesday 24 November 2010
  17. 17. They self organise themselves into groups communities. and decide where and how they will interact with brands. Wednesday 24 November 2010
  18. 18. They trust their friends and people like them They don't trust advertising and PR Wednesday 24 November 2010
  19. 19. Wednesday 24 November 2010
  20. 20. Trust us Wednesday 24 November 2010
  21. 21. www.brandseye.com Twitter - Visuals Wednesday 24 November 2010
  22. 22. www.brandseye.com Visuals Wednesday 24 November 2010
  23. 23. www.brandseye.com Who Is Talking ü Complaints board and Hello Peter together have approximately 4% of the total conversation which much higher than average ü Negativity is still going through traditional channels rather than – Tell Trevor. ü Only 14% of the total conversation from Twitter (typically we expect between 60% and 90%). ü 338 different domains mentioned Cell C only once. The conversation is highly fragmented and that consumers are apathetic to the situation. Wednesday 24 November 2010
  24. 24. www.brandseye.com Over All Themes ü The negativity online is an indication that the public have developed a sense of mistrust and lack of confidence when it comes to Cell C. ü The use of words such as lying indicate that people have been offended and do not appreciate the slap in the face. Wednesday 24 November 2010
  25. 25. Control like water Wednesday 24 November 2010
  26. 26. You can’t force but you can guide - by building a culture Brand husbandry Wednesday 24 November 2010
  27. 27. Position Influence Find the talkers Roles Wednesday 24 November 2010
  28. 28. Give them something to talk about Wednesday 24 November 2010
  29. 29. Give them a way to talk about it Wednesday 24 November 2010
  30. 30. Wednesday 24 November 2010
  31. 31. Wednesday 24 November 2010

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