Post on 01-Nov-2014
description
ENGAGING WITH THE AUDIENCE?
@walterpike
Wednesday 24 November 2010
But its the wrong question
Wednesday 24 November 2010
How we make decisions
Wednesday 24 November 2010
Wednesday 24 November 2010
It just feels right
Wednesday 24 November 2010
Wednesday 24 November 2010
Brands are what you feel
Wednesday 24 November 2010
Who has owned a Nokia?
Wednesday 24 November 2010
2010
2009
Wednesday 24 November 2010
2010
2009
Wednesday 24 November 2010
Works best with an audience which is passive and available
Wednesday 24 November 2010
So in walks a huge client As an AD Exec - What would you do?
Wednesday 24 November 2010
Strategy
Wednesday 24 November 2010
Share of Voice = Share of Mind = Share of Market
Wednesday 24 November 2010
But the rules changed:
People are connected
Wednesday 24 November 2010
Changes the economics of publishing
Wednesday 24 November 2010
They self organise themselves into groups communities.
and decide where and how they will interact with brands.
Wednesday 24 November 2010
They trust their friends and people like them
They don't trust advertising and PR
Wednesday 24 November 2010
Wednesday 24 November 2010
Trust us
Wednesday 24 November 2010
www.brandseye.com
Twitter - Visuals
Wednesday 24 November 2010
www.brandseye.com
Visuals
Wednesday 24 November 2010
www.brandseye.com
Who Is Talkingü Complaints board and Hello Peter together have
approximately 4% of the total conversation which
much higher than average
ü Negativity is still going through traditional channels
rather than – Tell Trevor.
ü Only 14% of the total conversation from Twitter
(typically we expect between 60% and 90%).
ü 338 different domains mentioned Cell C only
once. The conversation is highly fragmented and
that consumers are apathetic to the situation.
Wednesday 24 November 2010
www.brandseye.com
Over All Themes
ü The negativity online is an indication that the public have
developed a sense of mistrust and lack of confidence
when it comes to Cell C.
ü The use of words such as lying indicate that people have
been offended and do not appreciate the slap in the
face.
Wednesday 24 November 2010
Control like waterWednesday 24 November 2010
You can’t force but you can guide - by building a culture
Brand husbandry
Wednesday 24 November 2010
Position Influence
Find the talkers
Roles
Wednesday 24 November 2010
Give them something to talk about
Wednesday 24 November 2010
Give them a way to talk about it
Wednesday 24 November 2010
Wednesday 24 November 2010
Wednesday 24 November 2010