nma live - demystifying engagement

NMA Live: Engagement DemystifiedFriday, January 22nd 2010

James Whatley@whatleydude

1000heads – The Word of Mouth People @1000heads

ENGAGEMENT BEYOND

ADVERTISING:

IDENTIFYING AND EVALUATING

ENGAGED CUSTOMERS IN

THE SOCIAL SPACE

HelloHi

Hello

Hi

Hello

Hi

HelloHi

SOCIAL

SPACES

What about them…

They’re here…

…and here

Online / Offline

Online / Offline

SOCIAL

SPACES

Hello

Hi

CONVERSATION

“A trusted referral from a non-

branded, independent entity is more powerful than any amount of advertising, marketing or PR.”

- Blake Chandlee, Facebook

ENGAGEMENT

What is an engaged user?

What is an engaged user?

Emotional involvement can be measured via:

•Participation behaviour (initial, sporadic, sustained)

•Participation type (comment, repost, social bookmark)

•Polarity of content

Advocate

Detractor

Expert

Newsbreaker

Emerging

How do we find them?

How do we find them?

Monitoring…

…monitoring…

…more monitoring

MONITORING THE INTERNET

Advocate

Building advocacy: sample journey

Building advocacy: sample journeyEm

oti

onal in

dex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

Building advocacy: sample journeyEm

oti

onal in

dex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

First post about a brand in an online conversati

on

Spark(advertising, in-

store, launch anticipation, digital

campaign)

Building advocacy: sample journeyEm

oti

onal in

dex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

First post about a brand in an online conversati

on

Profiling / understandi

ng

Spark(advertising, in-

store, launch anticipation, digital

campaign)

Building advocacy: sample journeyEm

oti

onal in

dex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

First post about a brand in an online conversati

on

Direct engagement phase

Profiling / understandi

ng

Spark(advertising, in-

store, launch anticipation, digital

campaign)

Building advocacy: sample journeyEm

oti

onal in

dex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

First post about a brand in an online conversati

on

Profiling / understandi

ng

Spark(advertising, in-

store, launch anticipation, digital

campaign)

Ignition

Direct engagement phase

Building advocacy: sample journeyEm

oti

onal in

dex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

First post about a brand in an online conversati

on

Profiling / understandi

ng

Personal and relevant

conversational marketing

Spark(advertising, in-

store, launch anticipation, digital

campaign)

Ignition

Direct engagement phase

Building advocacy: sample journeyEm

oti

onal in

dex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

First post about a brand in an online conversati

on

Profiling / understandi

ng

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 journeyEm

oti

onal in

dex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

Time

First post about a brand in an online conversati

on

Profiling / understandi

ng

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 journeyEm

oti

onal in

dex

NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT

MATURE ADVOCACYHIGH LEVEL OF EMOTIONAL

INVESTMENT

Time

First post about a brand in an online conversati

on

WOMProfiling /

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

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

WOMThemes & Campaigns

Product launch

How do you evaluate?

IT DEPENDS

Set clear goals

WHAT IS YOUR

OBJECTIVE

Sales?

Awareness?

Care?

Information sharing?

Advocacy building?

Perception change?

Time for a quick case study?

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

• 12 key voices were creatively 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 700+ 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

WOW

I KNOW WHAT

YOU’RE ALL

THINKING

HelloHi

HelloHi

Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6%

HelloHi

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

James Whatley / 1000heads / james.whatley@1000heads.com

@whatleydude / @1000heads / @wewantworkwith