Marc Loveridge Citizen Marketing
description
Transcript of Marc Loveridge Citizen Marketing
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is…
is…
is…
1 2 3 4 5
1 2 3 4 5
1 2 3 4 5
Name: Anonymous
Please circle a score
Please circle a score
Please circle a score
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Citizen MarketingYour brand is only what people say it is
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Listening, Talking, Supporting & Embracing
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Most of you here
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But your customers…
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Once upon a time
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your marketing message,
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your brand
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and your reputation
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Even if you had to hide some of the ugly truths*
*our legal people told us we had to put this tiny bit of text here to show we weren’t really liars. Hope you don’t actually read it because it uncovers some ugly truths about our product/service
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You were able
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Because your message was confined to
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X
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Your brand
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It’s on the run
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Connecting
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Creating
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Sharing
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Collaborating
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reviewing and rating
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It’s happening so fast
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That you may not have noticed
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But you can’t ignore it
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It’s “citizen marketing”
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It’s a “groundswell”
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You have a choice
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Let it break over you
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Or catch it
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So how can we tap into this “face-space-thing”?
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#1Stop chasing the technology
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X
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X
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X
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X
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#2start by listening
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To find out what your brand really stands for.
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After all:
“A brand is only what people say it is.”*
* Ricardo Guimaraes
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You’re going to need tools
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Unlike the delayed nature of traditional market research
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give you the ability to react quickly
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As they happen.
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Ultimately listening to your customers will help you to…
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#3…define your objectives
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write a plan
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1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?
2. Do we have brand advocates online, where are they hanging out and how can we energise them?
3. What can we do to support our existing customers using social media?
4. Are we ready to embrace this change at every level of the organisation and are we fully prepared?
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#3.1
starting conversations
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George WrightMarketing Director
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Top notch blenders
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Blendtech
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Blendwho?
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George
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What’s that from?
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We’ve been testing the blender.
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“sh!t, does that blend?”
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Yup.
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Wow! We need to tell people about this.
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George
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Tom DicksonCEO, Blendtec
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5 videos
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for a total production cost
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<$50
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> 6 million views
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5 days
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George
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Suggest stuff to blend
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180+ videos have now been produced
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> 60 million views
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> 700% in sales over 2 years
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with graduates
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> 29,700 potential employees
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Through a single communication point
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Saving the considerable
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Visiting the world’s universities
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Attending global career expos
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Running broadcast media campaigns
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The prospective employees are happy too
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By having the opportunity to have conversations directly with
EY they get a much clearer picture of the company’s people, opportunities and culture before
they apply
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#3.2
energise
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1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?
2. Do we have brand advocates online, where are they hanging out and how can we energise them?
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The # 1 rule of Sales
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Or at least…
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Generally speaking, if you…
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Then some of your customers
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Lego User Group Network
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1,000s of
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share and connect
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big business
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$100,000,000 (10%)
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original content
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Don’t create their own unique content
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but love to
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thus stimulating
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that attract spectators
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Who rarely contribute
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But instead consume almost everything that’s written on LUGNET
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So it’s easy to understand why
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Tormod AskildsenSenior Director of Business Development
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24 x
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1.Build relationships with most influential AFOLs by inclusion (early notification on new LEGO product, information releases)
2.Provide a feedback channel with a trusted consensus on what customers want.
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an exclusive group
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Which breeds aspiration
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#3.3
supporting
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1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?
2. Do we have brand advocates online, where are they hanging out and how can we energise them?
3. What can we do to support our existing customers using social media?
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Meet Dave.
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Dave’s been to 7 countries and stayed at 18 different hotels in the last 5 years.
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He’s a registered travel agent …passed some exams you know….
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Dave’s an outdoor person and doesn’t really enjoy just laying by the pool.
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Dave doesn’t have kids.
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In fact dave hates kids.
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Dave own’s the travel agency and it’s in his financial interest to sell you certain types of holiday.
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X
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X
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Understands that being a good travel agent requires a detailed
knowledge of every
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Based on recent experiences and from people with different wants
and needs.
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is what travel agents should always have been
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Its all about ‘support’
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Open 24/7
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>384 million visitors per year
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written >25 million reviews
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>400,000 hotels
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>68,000 cities
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>1,700,000 user submitted photos
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It uses the power of
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And asks them to support each other in their purchasing
decisions
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Why do people do this?
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To help others?
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To get recognition?
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To earn “social currency”?
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How does “Trip Advisor” benefit?
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Once users have “the truth”
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Trip Advisor refers the user to a choice of online “booking
agents”
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And collects a commission for the referral.
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#3.4
embracing
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1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?
2. Do we have brand advocates online, where are they hanging out and how can we energise them?
3. What can we do to support our existing customers using social media?
4. Are we ready to embrace this change at every level of the organisation and are we fully prepared?
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How do you know that you’re embracing social media?
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It’s about evidencing that you are not only prepared to listen, have conversations and support
customers, but you are also prepared to change the way you
do business.
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Anantara Hotel, Bali
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41 customer reviews
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80% said they would recommend to a friend
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But what about the other 20%?
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Well negative reviews are a fact of life and are essential to the
credibility of any site
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X
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I've been a bit annoyed by the atmosphere as well... When you check in in a five stars hotel facing the ocean, you expect to enjoy the sound of waves but a DJ party has been organized during our stay and to have techo-house music from 2pm until 8pm just give you the desire to escape...
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This began to influence my opinion of Anantara, until…
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IVAN: “…Again, we are very sorry for all the inconveniences you and your family went through however, for your kind reference, please allow me to inform you that we have limited all our DJ events’ sessions from 4pm till 8pm including chill-out gigs…
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10 minute response = $3,000 booking
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100 prospective travellers
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$300,000 for 10 minutes work
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#4considerations
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#4.1
who is going to lead this?
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#4.1.1
are they passionate about your business and do they have the
necessary sponsorship from above?
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#4.1.2
do they have the necessary resources?
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#4.1.3
internal people, outside experts
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#4.3
how will you react to negativity?
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#4.4
start small
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#4.5
share your results with the exec
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#4.6
have a clear vision
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#4.7
and good luck
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Marc Loveridge
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thanks
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“We want to become one of the top five automakers in the world. And, we're doing that by cementing our commitment to quality. That means
we've outgrown our reputation for producing low-priced small cars and we're now known as a full-line car manufacturer of quality, variety, innovation and individuality.”
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At IKEA we want to contribute to creating a better everyday life for as many
people as possible by making beautiful, functional items for their homes at the lowest possible price
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With more than a quarter of Samsung employees engaged in research and development, each of our businesses is focused on discovering
new technologies, products and services that will open up a new world of possibilities for the people who use them.
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What are people saying about you?
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What are people saying about you?
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What are people saying about you?
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What are people saying about you?
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What are people saying about you?
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What are people saying about you?
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What are people saying about you?