conversations with close personal friends: thousands of them

1 Brisbane, October 7, 2009

thousands of them

Conversations with close personal friends:


Conversation Plan

• Customers have changed the rules

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

• It’s not just friending


Coca Cola, MSI presentation May 2008


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


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


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.


Listening: Focus Groups


Talking


Energising


Support


Embracing – co-creation


8 of the top 11…


Good sample


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


Talking with teenage boys, rating nuggets


Rigour as much as conversation


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


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…


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

Like a conversation?

http://www.resonatesolutions.com.au/

http://www.strikeachord.com.au/

http://www.twitter.com/timwtyler

conversations with close personal friends: thousands of them

Education

online accountlaunch

members of online community3

members of online community100

twitter support

fuel dockets cents

customers aussie examples

coca cola

msi presentation