conversations with close personal friends: thousands of them

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thousands of them

Conversations with close personal friends:

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Conversation Plan

• Customers have changed the rules

• It takes a village community – build one for your customers• Aussie examples

• It’s not just friending

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Coca Cola, MSI presentation May 2008

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Coca Cola, MSI presentation May 2008

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And they prefer to talk to each other…

• What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…

• There are over 200,000,000 Blogs

• 54% = Number of bloggers who post content or tweet daily

• Because of the speed in which social media enables, word of mouth now becomes world of mouth

• 25% of search results for the World’s Top 20 largest brands are links to user-generated content

• 34% of bloggers post opinions about products & brands

• People care more about how their social graph ranks products and services than how Google ranks them

• 78% of consumers trust peer recommendations, only 14% trust ads

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Establish a community…

Success Ingredients:

o Plausible Promise

o Effective Tool

o Acceptable exchange

“Prior to the internet, the last technology that had any real effect on the way people sat down and talked together was the table.”

Prof. Clay Shirky

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On the web,

It is their space,you have to be invited in.

And you better bring a plate if you want to beinvited back.

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Listening: Focus Groups

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Talking

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Energising

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Support

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Embracing – co-creation

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8 of the top 11…

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Good sample

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Woolworths’ Everyday Matters

2005 2007 September 2007 August 2009

Fuel dockets cents per litre offers.

Convert the dockets to a card with online account

Launch an online community

Community drives Qantas Frequent Flyer loyalty program alliance with Twitter support.

Competitor – Coles and Fly Buys

“At the Caltex Woolworths…sites there

has been an average 80% increase in petrol

sales”“When the offer is 12

cents, sales go through the roof” *

Card links the customer transaction. Registered customers addressable.

50,000 members of online community

100,000 members of online community

3.8 million Everyday rewards card customers

(1 in 6 Aussies)

4th quarter Woolworths sales rose 5.4 %

Fuel dockets

* Source : “Petrol Price Discounts: the new pull” Australian Convenience Store News March/April 2005

Convert the dockets to a card

with online account

Launch an online community

Community drives Qantas Frequent Flyer

alliance

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Talking with teenage boys, rating nuggets

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Rigour as much as conversation

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Idea popularity & Importance by segment

0

0.5

1

1.5

2

2.5

3

Uti

lity

Male (n = 282) 2.4 1.54 1.2 1.51 0.83 1.79 1.08 1.32 0.32 0.81 1.41 0.59 1.67 1.02 1.73 1.1 0.77 0.42

Female (n = 1,812) 2.32 2.46 1.95 1.88 1.77 1.6 1.71 1.67 1.78 1.67 1.59 1.57 1.44 1.48 1.36 1.45 1.43 1.42

Container -

Specia

Smaller

Quantit

Larger Quantit

ies

Flavor- Peanut

Container - small

Mix and

match

Flavor-peanut butter

Mix and

match

Multiple gifts in one

Flavor - dark

chocol

Gift w rap/Packa

Flavor - Milk

Chocol

Customized w rappi

More color

choice

Container -

Person

Flavor-mint

Flavor - almond

Unique Idea

Know who you are talking to… …and what they care about

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Question…

• If you have an online community for your organisation, where customers talk to and about you…• What sort of things will they ask you to do?

• Use less comic sans in your email offers? (Marketing can do this alone) or…

• Change products, prices, services – takes a company wide response…

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ECHOES ©

Embeddedness

Competence

Help

Options

Environment

Story

You need a methodical approach

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www.resonatesolutions.com.auwww.strikeachord.com.auwww.twitter.com/timwtyler 0413 857 907

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