Heavy chef Nov 2010 2

ENGAGING WITH THE AUDIENCE?

@walterpike

Wednesday 24 November 2010

But its the wrong question


How we make decisions


It just feels right


Brands are what you feel


Who has owned a Nokia?


2010

2009


Works best with an audience which is passive and available


So in walks a huge client As an AD Exec - What would you do?


Strategy


Share of Voice = Share of Mind = Share of Market


But the rules changed:

People are connected


Changes the economics of publishing


They self organise themselves into groups communities.

and decide where and how they will interact with brands.


They trust their friends and people like them

They don't trust advertising and PR


Trust us


www.brandseye.com

Twitter - Visuals


www.brandseye.com

Visuals


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.


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.


Control like waterWednesday 24 November 2010

You can’t force but you can guide - by building a culture

Brand husbandry


Position Influence

Find the talkers

Roles


Give them something to talk about


Give them a way to talk about it


Heavy chef Nov 2010 2

Business

Transcript of Heavy chef Nov 2010 2