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NMA Live - Demystifying Engagement

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I gave this presentation today on behalf of 1000heads at the NMALive event: Online Engagement: Demystified.

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  • At 1000heads we have tow main streams of work, word of mouth activation, WOMActive (the area I head up) and word of mouth tracking and monitoring, WOMTrak. Using the latter we can find the right voices for the right activities. Given the deep nature of the engagement we couldn't ask just anyone to take part, as the request would've no doubt scared off someone who had never *engaged* with Nokia before...

    So I guess in answer to your question, we profiled them using WOMTrak against the specific client brief that we were given.

    And thanks for the kudos :)
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  • Really nice presentation.

    I'm curious - they key voices mentioned in the N96 case study - how were these identified? Were they drawn from the engaged users?
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NMA Live - Demystifying Engagement

  1. 1. NMA Live: Engagement Demystified Friday, January 22 nd 2010 James Whatley @whatleydude 1000heads – The Word of Mouth People @1000heads
  2. 2. ENGAGEMENT BEYOND ADVERTISING: IDENTIFYING AND EVALUATING ENGAGED CUSTOMERS IN THE SOCIAL SPACE
  3. 3. Hello Hi
  4. 4. Hello Hi
  5. 5. Hello Hi Hello Hi
  6. 6. SOCIAL SPACES
  7. 7. What about them…
  8. 8. They’re here…
  9. 9. … and here
  10. 10. Online / Offline
  11. 11. Online / Offline
  12. 12. SOCIAL SPACES
  13. 13. Hello Hi
  14. 15. CONVERSATION
  15. 16. <ul><li>“ A trusted referral from a non-branded, independent entity is more powerful than any amount of advertising, marketing or PR.” </li></ul><ul><li>- Blake Chandlee, Facebook </li></ul>
  16. 17. ENGAGEMENT
  17. 18. What is an engaged user?
  18. 19. What is an engaged user? <ul><li>Emotional involvement can be measured via: </li></ul><ul><ul><li>Participation behaviour (initial, sporadic, sustained) </li></ul></ul><ul><ul><li>Participation type (comment, repost, social bookmark) </li></ul></ul><ul><ul><li>Polarity of content </li></ul></ul>
  19. 20. Advocate
  20. 21. Detractor
  21. 22. Expert
  22. 23. Newsbreaker
  23. 24. Emerging
  24. 25. How do we find them?
  25. 26. How do we find them? <ul><li>Monitoring… </li></ul><ul><li>… monitoring… </li></ul><ul><li>… more monitoring </li></ul><ul><li>MONITORING THE INTERNET </li></ul>
  26. 29. Advocate
  27. 30. Building advocacy: sample journey
  28. 31. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time
  29. 32. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Spark (advertising, in-store, launch anticipation, digital campaign)
  30. 33. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign)
  31. 34. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Direct engagement phase Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign)
  32. 35. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Direct engagement phase
  33. 36. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Direct engagement phase
  34. 37. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Direct engagement phase Ignition
  35. 38. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Ongoing Fuelling (WOM / advocacy stream) Direct engagement phase
  36. 39. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT MATURE ADVOCACY HIGH LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation WOM Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Ongoing Fuelling (WOM / advocacy stream) Direct engagement phase
  37. 40. Traditionally Anticipation, excitement Ongoing gratification Product launch Reasons to join conversation M ore energy needed
  38. 41. Word of Mouth Developing offline following Respected WOM Themes & Campaigns Product launch Higher spend per capita Recommending products & services Embracing future activity Building passion
  39. 42. How do you evaluate?
  40. 43. IT DEPENDS
  41. 44. Set clear goals
  42. 45. WHAT IS YOUR OBJECTIVE
  43. 46. Sales? Awareness? Care? Information sharing? Advocacy building? Perception change?
  44. 47. Time for a quick case study?
  45. 48. <ul><li>A WOM narrative created to support the launch of the Nokia N96 </li></ul><ul><li>12 key voices were creatively inspired through challenges to interact with Nokia products & services, producing compelling & informative WOM during their journey </li></ul><ul><li>Ninja suits & ancient parchments were sent to the voices to immerse them into the experience </li></ul><ul><li>Key voices generated 186,000 engagements </li></ul>WOM project The N96 challenge
  46. 49. Most, if not all my family now own a Nokia device , mainly down to myself highly recommending the Nokia brand WOM project The N96 challenge
  47. 50. WOM marketing activity such as the N96 challenge has built brand advocates who are super consumers and who evangelise the brand to others. Deep connections have been made with an inner circle of 700+ key social media savvy consumers – the key voices. WOM project The N96 challenge
  48. 51. * Jan 09 voices poll (200 key voices – tech and non tech) WOM project The N96 challenge The WOM ripple… 93% of key voices recommend Nokia products and services to friends and family 43% of those who took part in a WOM programme went on to purchase the product
  49. 52. WOW
  50. 53. I KNOW WHAT YOU’RE ALL THINKING
  51. 54. Hello Hi
  52. 55. Hello Hi Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6%
  53. 56. Hello Hi Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6% James Whatley / 1000heads / james.whatley@1000heads.com @whatleydude / @1000heads / @wewantworkwith

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