where brand and 2.0 connect
DESCRIPTION
A keynote from a recent Marketing 2.0 conference in Singapore. The most important element of any brand engagement is relevance. Examples and guidelines on how to ensure your brand uses social practices to truly engage and bring value to your customers/audience.TRANSCRIPT
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Brett JacksonQais Consulting
April 2009
Where Brand and 2.0 connect
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I am going to speak about one thing today
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Relevance
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Would you speak to a friend in
language they didn’t understand?
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Relevance - Why
• New information and information sources are still exploding
• Time is short and attention spans are dwindling
• Irrelevant communication has become the ultimate disrespect
• Delivering relevance requires time and thought. Striving for relevance will push you to truly listen and explore your communities. People recognise this
• Consistently delivering relevant communications is really, really hard. You will
get match fit, fast
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Relevance - Why
• Gen Y & C:
• savvy and cynical
• think they know your brand and market better than you do, they’re
probably right.
• will make up the majority of your market soon if not already
• Marketing is expensive, so why not do it right
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There is a tidal wave breaking,
right now
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18 to 26 year olds
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The “command and control” days are gone
The social web has provided the most powerful opportunities for building community
and conversation in history
The relationship between brands and people has changed forever
The people have won
Relevance - Why Now?
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“It's not about technology and wanting to be online constantly.
It's about wanting to belong and be connected constantly”
Johan JervoeCorporate VP of global marketing,
McDonald's
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"Brands are like people.
They get stuck.
They have habits that are hard to break.
They don't always see their blind spots, and
they loose touch with their core essence.
They resist change.
They become irrelevant" MultiChannel Marketing Apr 2008
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Relevance not just of core content,
in every aspect of your communications.
Their tone, function, language, context,
timing and gestures.
No matter what medium.
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The next point might seems obvious
but....
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A marketers job is to understand their
constituents and communities better
than anyone else.
The marketers who do this best will
succeed.
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Relevance - How
• Engage in honest dialogues, don’t insert unwanted monologues
• Create opportunities to discuss and communicate with your customers, they
will tell you what is relevant to them
• Enable and enrich the communities of people that form around your offerings,
a testimonial or review from a real person is worth 100x anything you can say
about your brand
• Speak in a real voice - everything else is ignored
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Relevance - How
• Learn what is of real value to your audience and deliver it, before the other
guys do
• Research, think and avoid assumptions - test and re-test
• If you don’t know, ask somebody that does
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The 4 P’s
Where are the people?
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Dell - Hell to Swell
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2005 - Dell Hell
Journalism professor Jeff Jarvis blogs about the poor product and service he received from Dell.Dell’s response = 'we don't respond to bloggers’This response caused inflamed the situation, Jarvis created an ongoing series of blogs, coining the phrase “Dell Hell”. Jarvis ranks higher than the company in Google searches for “Dell Computer”Dell closes it’s online forumsWith sales and brand damaged Dell finally acknowledges the reality
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2006/8
Michael Dell personally oversees the revamp of Dell’s social marketing agendaone2one blog launchedDirect2Dell blog launchedIdeaStorm released - crowd sourced innovation system - Dells running Linux are released 3 months laterDell are a foundation member of the BlogCouncil
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The present - Dell Swell
Jeff Jarvis made finally peace with Dell in his blogDell are now considered to be one of the most savvy and connected corporates and their social program is a benchmark. They use 2.0 more and more effectively than most organisationsA recent blog post on Target which mentioned Dell Hell was replied to by Dell within 15 minutes of it’s posting. Dell “gets” 2.0 now
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The present - Dell Swell
Dell has been using Twitter to announce sales in their outlets and have made $1 million USD through this channel in the last 18 months
Last month they started offering exclusive discounts to their Twitter followers
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Points of relevance
• The web has a long memory and Google is a reputation meter.
• Large companies can embrace and win with Web 2.0 even after the most
inauspicious of starts
• Small scale experimentation is vital to find out what works for your companies
DNA
• Allow your customers to tell you what they think and want
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Atlassian - Organic marketing
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Atlassian Software
Enterprise software company
Started in 2001 on a credit card
Based in Sydney, Australia
Disclaimer: I used to work for them
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challenges and requirements
• No advertising
• No sales force
• No marketing dept till mid 2008
• Established commercial competitors
• Rapid growth of open source competitors
• Servicing global market from Sydney, Australia
• purchasers are hidden within organisation
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Blogs
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Transparent forums and feature requests
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Surveys
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Codegeist
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Metrics
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Outcomes
•Cumulative revenue of 100 mill USD to date
•Staff of 200 across 4 countries worldwide
•Over 14,000 customers in 100+ countries
•Market leader in 2 product categories
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Points of relevance
• People respond to honesty and transparency and will defend the brand if they
believe in it
• There are numerous ways and opportunities to build conversations, you need
to be identifying them all the time
• You can’t drive a social strategy without having the internal people who buy
into it
• It doesn’t have to cost much
• you can’t fake it
• Think about your measures, check them constantly and redefine them as and
when necessary
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adidas - what women want
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challenges and requirements
• adidas wanted to reach out to it’s female customers within the social media
realm
• online has not been a strong communication channel for adidas in Singapore
• adidas wanted to redress concerns that it had missed opportunities to
connect with female consumers in the past
• adidas did not want us to “sell shoes”
• Our part of the campaign had to “sync’ with the larger global initiative
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challenges and requirements
• What we did had to resonate with busy women
• the campaign would try to lead people to make healthy choices in their spare
time
• The solution had to be very simple and immediate to use
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Activities - pre solution
• Research
• Conversations
• Environmental scans
• Profiling
• Identifying where, when and how women were spending their time
online
• Looking at the tone and focus of their conversations
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Seeding
Blogvertorials
Forum Seeding
FB Group + FB
Application Pages
A. Embed widget
(Calendar) into blog
B. Share Me Time Event
(Invite friend to join me
for my Me Time activity)
C. Share Application with
FB Friends (Share
Button)
D. Me Time Event
Reminders via emails
E. FB Newsfeeds
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*EDM & Paid Media are not included
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Debra Li: http://olimomok.livejournal.com/465000.html
© Qais Consulting,
2009. Confidential. All rights reserved
47
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Application Canvas Page – Conversion Rates
As of 1 March 09
• Total Canvas Page Views (Installation Prompts): 11,160
• Total Link Clicks (Accepts): 3,701
• Conversion Rate:
! Total no. of Link Clicks/Total Canvas Page Views x 100%
=! 3701/11, 160 x 100% =! 33.2%
!33.2% accepted the application upon installation prompt
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Forum Conversations – FlowerPod
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Blogs Analysis
•Blogs have connected to ‘Me myself’ concept and to
utility of me time calendar
•Blogs were written in a personal and heartfelt manner
which drew high level of responses
•Added great credibility from user perspective
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Application
launch on Feb
18th
- 535
ResultsNo. of Page Views of "Me, Myself" FB page
Most Bloggers
have entries up
on blogs by then
432
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Application launch
on Feb 18th
- 190 Fans
359 Fans as of
27th Feb, and
increasing
ResultsNumber of fans on "Me, Myself" FB page
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ResultsSummary of Blogvertorials PerformanceAs of 1 March 2009
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ResultsSharing Events Performance
As of 27 Feb 2009#2: Sharing Events
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• >%5?%&,>%5?+P"O85")*AH57"(L"*&57]9(]*&57")(,3@$,()&"985"
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B57%(4
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Points of relevance
• Delivering utility highlights that you are making the conversation about your
customers and their needs
• Small can be beautiful and powerful
• Finding new ways to speak to people is essential
• It’s rude to leave a conversation mid sentence. A social campaign does not
end at launch, you need to tend and care for that dialogue you began
• Making or doing something worth talking about is the goal. Test your
remarkable quotient all the time
• Be as clear about your goals and your audience as you can
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some reminders
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Break down some walls
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Do not rely on assumptions
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Define exactly who you are speaking to
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Listen to your customers
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Get Social
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Experiment!
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Constantly re-examine your measures
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customers aren’t static
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one size does not fit all
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get as real time as you can
speak with your customers not at them
take a breath - don't say it all at once
create great experiences
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http://friendfeed.com/rooms/relevance
Thanks!!