presentatie petra zinkweg: community marketing
DESCRIPTION
Gegeven tijdens Network Economy Congres 2008, De Doelen RotterdamTRANSCRIPT
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COMMUNITYMARKETIN
GA UNILEVER POINT-OF-
VIEWPETRA ZINKWEG, GLOBAL VP, SOY PLATFORM
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What, really, is Community Marketing?
Traditional and Modern Context
How do we at Unilever do it?
Some Examples…
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Defining a Community Marketing Activity
One that initiates and starts a social and cultural phenomenon
One that benefits from social and community conversations
One that reaches out to a community for a message
One that is simply done to narrow down the target for the purpose of activation/engagement
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One of the oldest techniques in marketing and message dissemination.
Henri de Toulouse-Lautrec (1864-1901) was the first one to come-up with a technique (colour lithography)
that mass produced posters. His work for Moulin Rouge in Paris started what was perhaps the biggest alternative artistic movement of the that century- a
cultural phenomenon that fuelled many a conversations, and formed a community of its own!
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Communities have always been means for
brands to start a conversation with the
consumers. These conversations then start to
take place within the consumers themselves.
If favourable, these conversations can be the
biggest equity generator for a brand.
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Traditionally these conversations
have been reliant on physical
interactions. In the modern world,
though, they take place somewhere
in the world of fibre-optics and
satellite waves.
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Web 2.0 has taken these to an
unprecedented level. It has
made them instant, location-
agnostic, multi-media and, most
importantly, quite authoritative
and believable in tone.
“One part anarchy, one part aristocracy, one part democracy, one part monarchy”
Jimmy Wales on the Wikipedia Community
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184 million bloggers
73% of active online users have read a blog
45% have started their own blog
57% have joined a social network
55% have uploaded photos
83% have watched video clips
39% subscribe to an RSS feed
Source: Universal McCann Comparative Study on Social Media Trends April 2008. Base: Internet Users.
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We all know that the world has changed...
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Or has it…?
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Generally, “real” communities are more penetrable, relevant, and the effects of an effort are usually more sustainable. The activities in the virtual communities
tend to be short-term, fad-oriented, and less meaningful.
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How do we create Communities?
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We do not. We can only be part of a community, in order to help them do what
they want to do…
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At any point in time, any community would benefit from help in any of the following areas:
Helping them figure out what to believe in, what can they trust
Help them drive meaning from what is happening in the world
Help them find a way around a story, an issue, and point them towards the “right stuff”
Help them engage in a discussion in a knowledgeable way.
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Examples of how we at Unilever have done it:Lifebuoy Anti-bacterial soap in India
Wisk detergent in the US
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Objectives:
Educate rural Indian children on the advantages of cleanliness and hygiene.
Contribute to the alleviation of diseases such as diarrhoea and various skin infections
Create a communication package that can work with the illiterate in a media-dark environment
Be socially and community relevant by truly embracing the problem and addressing it, create a meaningful role for the brand in people’s
lives.
Lifebuoy Anti-bacterial soap in India
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Lifebuoy Anti-bacterial soap in India
We created a movement called “Lifebuoy Swasthya Chetna” or “Health for All”.
A programme that reached about 45,000 villages, village by village, engaging the local communities.
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Lifebuoy Anti-bacterial soap in India
Who did we engage?Primarily the school going children
Through them, their parents and families
Using teachers and key leaders of the communities/villages to act as influencers.
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Special classes in schools on health and hygiene.
Specially created games to further the education efforts.
Glow-germ demos to bring to life the importance of
hygiene.
Children start spreading the health and hygiene messages
Children stage rallies to show health and hygiene commitment.
Lifebuoy Anti-bacterial soap in India
Engagement of Families Family and Community Events to further the
education.
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Pre-Intervention
Post-Intervention
Awareness of germs 52% 83%
Associating germs with disease
35% 57%
Lifebuoy Salience 28% 51%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
Full Year 2004 Full Year 2005
Gro
wth
(%)
Lifebuoy Anti-bacterial soap in India
Impact on Awareness.
Impact on Sales.A
reas
where
the p
rogra
mm
e r
an.
The r
est
of
the t
err
itori
es.
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GIVE THEM
SOMETHING
TO TALK ABOUT!