marketing in social media according to the perfect storm

An interpretation of Peter Svarre’s book “The Perfect Storm”By Martin Bille-Hansen

Peter SvarreReception @Gyldendal

Walk the talk

Marketing of the book Network on Facebook got involved in the production

Commented on the different chapters and provided cases (even finding Peter a room in Barcelona).

The reception as more than a physical event for the in-crowd A drink in the bar “cost” a post on Twitter, FB (Vodka RedBull) or

Instagram (GinTonic) PR

Reviews in the dailies Endorsements by Tim Frank Andersen etc.

Engagement / Co-creation Barcodes in the physic book lead you to a website with comments. Twitter discussion. Facebook discussion

Co-creation The comments could inspire Peter to write a new book

The Perfect Storm

Mass Customisation

The Eye of the Perfect Storm

Traditional Economy

Digital Professional

Services

Non professional creates products

Only professional creates products

Digital EconomyPhysical Economy

The Perfect Storm

Customised physical products (NIKE)

Music, Books, Blogs

(Wikipedia)

Pharma, Cargo

(NOVO)

Finance, Investment (Nordea)

Non professional creates products

Only professional creates products

Digital EconomyPhysical Economy

The nature of Social Media, enduser… The end user is involved in Social

Media to:EngageBuild her imageInvestigateEntertain herselfFeel good (Dan Pink, not Peter Svarre)Do good (Dan Pink, not Peter Svarre)

Intrinsic vs. Extrinsic

Motivators

The nature of Social Media, Business…. Companies can have four strategies for

entering Social Media:1. Listen

2. Communicate

3. Engage

4. Co-Create

How to engage

Around evaluation and suggestions for improvement

Around service Around the use of the product Around the conversation about the

product Around the production of the product

SOCIAL MEDIA FOR

LOW INVOLVEMENT PRODUCTS

Case:Energi Nord

Background

Liberalization of the DK Energy market Consolidated companies Energy is a commodity No differentiation on product No USP Low costumer involvement

Concept

Four different organisations in the Aalborg area joined up to create a project that could help people in Uganda

The help consist of a program that provide solar driven lamps to small villages in Uganda.

Concept partners…

“Lys I Afrika”

“Energi Nord”

“Aalborg Zoo”

“Den Afrikanske Landsby”

“Nordisk Folkecenter

for Vedvarende

Energi”

How to sign up for the program..

Media channels

A dedicated websitewww.lysiafrika.dk

Facebook sitewww.facebook.com/lysiafrika

Video sitewww.Energinord.tv

PR for the project..

User involvement

InvolvementFacebook: After a few days, more than

20.000 likes, now more than 167.000○ Trigger: for every 25 likes, a new lamp is

shipped to Uganda

Co-CreationUsers come up with project development

such as programs for collecting used batteries and repairing lamps.

Effect

User involvement en mass, but more important…Energy Nord was able to launch an

additional energy product.For the new energy product the customers

pay 2 øre / kilowatt hour to support the Uganda “fix the broken lamp”-program.

Why it isn’t enough to be non professional

Case Universal Music, by Morten Remmer

Non professional vs. professional

Professional:Economy of ScaleSpecialist on all places

○ PR○ Tour planning○ Etc.

Large volume = good deals with radios etc.

Focus

Value chain by the classic record company

AR Production PR SALE / KAM

Back office and administration

Value chain by the modern record company

PR SALE / KAM

Back office and administration

Amanda Fucking Palmer;1.2 mill $ on Kickstarter

Or….

PR

Back office and administration

Conversation modelBy Peter Svarre

To communicate in Earned media, A

Plan A Identify areas within the organization that

are interesting for customers or potential customers.

1. Identify employees passionate about their job within those areas

2. Identify employees that want to communicate

3. Identify media that might find it interesting to listen

4. Give the employees guidelines (not too strict) on how to communicate.

To communicate in Earned media, B

Plan B If the company has difficulties to identify

areas within the organization that are interesting for customers or potential customers, then..1. Identify employees passionate about their

job, test if their passion can be communicated and whether is enough to create interest in Earned media

Deportalised Universe Earned media like:

Wikis, Blogs, Micro media, Social Networks, Twitter, Video/Photo sharing, User reviews, Price comparison sites.

To navigate on earned media, you need to:Understand your target groupIdentify the correct media platformCommunicate in the right languageHave something interesting to say

Conversation model

Potential for supported conversation•Make your product more interesting

•Create new products•Motivate people to talk about your product when they use them

High Potential for conversation•Choose the right platform•Talk the right language

Low Potential for conversation•Make your products more interesting

•Make the product digital•Create a bridge to the digital world

Potential for conversation, but it needs to be framed•Make the product digital•Create a bridge to the digital world

Source; Peter Svarre “Den Perfekte Storm”, 2011

Digital Products

Physical Products

High Involvement

LowInvolvement

..for the south / west corner

Products might be low involvement for potential customers, but high involvement for existing customers, so make them your ambassadors e.g.:

○ open costumer support○ open costumer dialog

Products might be low involvement, but other parts of the company might caught interest among potential customers e.g.:

○ Unique working culture○ Visionary production process

LowInvolvement

Physical Products

..for the north / west corner

Bring customers to the social media to talk about the product e.g.:

○ A mail to the customer right after purchase with a link to a review site.

○ Award customers for sharing experiences (e.g. psd2html)

Create trial versions or freemium products with built in conversation functionality e.g.:

○ Award customers for getting new members (e.g. Dropbox).

Digital Products

LowInvolvement

..for the south / east corner Give customers the tools to

share at the moment when it is most appropriate e.g.:

○ Provide your product with a Twitter #

○ Build augmented reality around your product (e.g. Nykredit app)

Listen to what people are saying about your products or your market on the social media, and get involved e.g.:

○ Let customer support be proactive and communicate before the customer comes to you (e.g. Telmore)

High Involvement

Physical Products

..for the north / east corner Engage with your

customers on the different social platforms, but be aware that your customers might be demanding in terms of when and how you approach them. e.g.:

○ Slow response time on e-mail correspondence

Digital Products

High Involvement

Exercise;How to move brands to the The Perfect Spot

Potential for supported

conversation

High Potential for conversation

Low Potential for

conversation

Potential for conversation, but it needs to be framed

Source; Peter Svarre “Den Perfekte Storm”, 2011

Digital Products

Physical Products

High Involvement

LowInvolvement

Exercise; Frame

8 groups 1 brand category for 2 groups 30 min group work Write the presentation in Google Drive:

https://docs.google.com/presentation/d/12Uc7oPpJeg3dVKHtvC74nSfw1gON9UuaUb8fZHjHeV4/edit#slide=id.p

Take Away from The Perfect Storm

A)People want to be involved and create their own product

B)More and more products become digital

C)The storm will move brands to the north/east corner where products are digital and involving.

D)Provide customers and employees with tools to digitalised the product, or part of it.

Thanks for listening