nma live - demystifying engagement
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I gave this presentation today on behalf of 1000heads at the NMALive event: Online Engagement: Demystified. See what you think...TRANSCRIPT
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 / [email protected]
@whatleydude / @1000heads / @wewantworkwith
James Whatley / 1000heads / [email protected]
@whatleydude / @1000heads / @wewantworkwith