james whatley 1000 heads

Why I own a Nokia N8A very personal case study…

Social Media in a Corporate ContextJames Whatley, 19th October 2010

Paperboy, (an award winning) Burger flipper, Runner (the TV kind, not long distance), Dancer (yes, really), Accountant (it was a dark time), Product Manager, Customer Champion, Digital Marketer, Head of Digital, Head of Social & Digital and today?

Engagement Strategy Director at…

@Whatleydude

July 2005

MC HAMMER

Building advocacy: sample journey

Building advocacy: sample journeyE

mot

iona

l ind

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NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

Building advocacy: sample journeyE

mot

iona

l ind

ex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

First post about a

brand in an online

conversation

Spark(advertising, in-store, launch anticipation, digital campaign)

Building advocacy: sample journeyE

mot

iona

l ind

ex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

First post about a

brand in an online

conversation

Profiling / understanding

Spark(advertising, in-store, launch anticipation, digital campaign)

Building advocacy: sample journeyE

mot

iona

l ind

ex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

First post about a

brand in an online

conversation

Direct engagement

phaseProfiling /

understanding

Spark(advertising, in-store, launch anticipation, digital campaign)

Building advocacy: sample journeyE

mot

iona

l ind

ex

NASCENT ADVOCACYLOW 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

Building advocacy: sample journeyE

mot

iona

l ind

ex

NASCENT ADVOCACYLOW 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

Building advocacy: sample journeyE

mot

iona

l ind

ex

NASCENT ADVOCACYLOW 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

Building advocacy: sample journeyE

mot

iona

l ind

ex

NASCENT ADVOCACYLOW 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

Building advocacy: sample journeyE

mot

iona

l ind

ex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

MATURE ADVOCACYHIGH 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

Online + Offline

Presences

Online + OfflineNarratives

Baseline Advocacy Detractor management

Events

WOM triggers

Campaign support Relationships Workshops

Traditionally

Anticipation, excitement

Ongoing gratification

Product launch

Reasons to join conversation

More energy needed

Word of Mouth

Higher spend per capita

Recommending products & services

Embracing future activity

Building passion

Developing offline following

Respected

Themes & Campaigns

Product launch

How do you evaluate?

Set clear goals

Time for a quick case study?

• A WOM narrative created to support the launch of the Nokia N96

• 12 key voices werecreatively inspired through challenges to interact with Nokia products & services, producing compelling & informative WOM during their journey

• Ninja suits & ancient parchments were sent to the voices to immerse them into the experience

• Key voices generated 186,000 engagements

WOM projectThe N96 challenge

Most, if not all my family now own a Nokia device, mainly down to myself highly recommending the Nokia brand

WOM projectThe N96 challenge

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 7000+ key social media savvy consumers – the key voices.

WOM projectThe N96 challenge

* Jan 09 voices poll (200 key voices – tech and non tech)

WOM projectThe 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

Key takeaways?

Presences

Online + OfflineNarratives

Baseline Advocacy Detractor management

Events

WOM triggers

Campaign support Relationships Workshops

Set clear goals

Thank youSocial Media in a Corporate ContextJames Whatley, 19th October 2010