Tune In To keep your brand afloat.

Tune in to Keep your Afloat

Dr. Suku Sinnappan

Digital Revolution

• Digital revolution has changed how customers choose engage with brands

• Convergence of technology and fluidity of content has dramatically changed the nature of how information is produced, consumed and shared.

• web 2.0 + open source + reducing cost of technology = increased customer autonomy

Brands are owned by customers

• What is brand image– Impression in the consumers' mind of a brand's total

personality– Formed by tangible, imaginary qualities and shortcomings. – Brand image is developed over time through with

consistency and is authenticated through the consumers' direct experience!

– Experience energises a brand

BusinessDictionary.com (2010)

E2 = experience engineering

Source: http://www.socialstrategy1.com/wp-content/uploads/2010/06/Voice-of-Users.jpg

Contact points

• Non interactive vs interactive . • Interactive Contact points can influence

customers more than non-interactive. e-Interactive

HomepageWebsites / Banner Ads

iPhone / Smart Phone / PDAsE-books / iPad

TwitterFacebookMySpace

Wiki / Blogs / ForumsPodCast

Other Web 2.0 etc

InteractiveRetail Store

EventsSpot Campaigns

Radioetc

Non-interactiveTV

BillboardsMagazines

Email signatureNewspapers

Catalogueetc

Losing the grip

• Websites are losing grip as the sole digital voice about a brand or service.

• Customer feedback and involvement are multimodal, diverse and noisy

• 40% or 9 mil Australians communicate via social networks (Nielsen)

Source: http://w

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useum.com

/images/Brand_Collage_b.gif

Need to Tune in and reach your customer in their own space

Source: http://adsoftheworld.com/media/print/brand_irony_colgate

When you tune in – you beat the clutter and find your space

before

after

Source: http://live.drjays.com/wp-content/uploads/2010/05/brands.jpg

Most popular social media websites

Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf

http://www.nielsen-online.com/pr/social_media_report-mar10.pdf

Fastest growing social media activity 2008 to 2009

• source

Source: http://www.nielsen-online.com/pr/social_media_report-mar10.pdf

Source: http://www.rossdawsonblog.com/Web2_Framework.pdf

The

Web

2.0

Com

pila

tion

Source: http://w

ww

.flickr.com/photos/briansolis/2735401175/

Confusion. The way… the which social media way?

The right tunning

• Trends are changing – freemium, crowdsourcing, produsage, convergence, customer engagement (hits are no longer valid – Colgate Palmolive)

• Companies who ‘understand’ have done well – Monty Phyton (using YouTube sharing clips)– LEGO (Adult Fans of Lego - AFOL)– Renault (WindRoadster) 12 sec strip (Viral user

participation)– Old Spice (Viral Ad)– etc

Web 2.0 effect is hard to be calculated.But understood well by the younger

audience

What needs to be done (1/3)

• Create a context – Objectives must be specific, measurable and

realistic and directly correlate to your organization’s goals

– Effective measurement is not based on a single metric, but rather in a combination of metrics.

– Setting hypothesis is vital. For instance, “increase in blog subscribers over 3 months will correlate with an increase in store visits”


• Form your goals based on these hypotheses, and measure against them to see if you’re on the right track.

• Measurement has to be taken seriously taken into account.” If you don’t measure anything else, you’re going to struggle to measure social media” (Radian, 2010).

• Have both qualitative and quantitative measurements (different angles of the goals)


• Quantitative data– Data based and good for analysis

• Qualitative data– Derive goals i.e. “3 out of 10 people echo that our

products are cheap” – 30% approval• ROI metrics– Cost justification. Link up with goals i.e. “link up

with the goals and hypothesis”

Case study on Telstra & mates (1/8)

• Telco industry is new to Twitter – Telstra, Optus, Vodafone and Virgin Mobile

• Telecommunication industry is a service orientated industry – reliant on healthy brand image, crowdsourcing and customer reviews

• Case study looked at 3 issues– Twitter profile– Customer feedback– Demonstration of dissatisfaction


• @Telstra: 15,727 Tweets; 2,511 Following; 6,442 Followers; 298 Listed

• Managed by a few operators – scott, yoshi, carly, dylan and justin.

• Personalised service makes customers to connect to the person servicing them.

• Customers appreciate customer service on Twitter but not over the phone

• Issues and dissatisfaction – helstra, telstraishell and plenty of customer complaints including sites for abusing telstra.


• @Vodafone_AU: 2,509 Tweets; 846 Following; 6,418 Followers; 216 Listed

• Managed by 2 operators - ^t and ^Z• Customers don’t appreciate customer service

over the phone• Issues and demonstration of dissatisfaction –

none to be seen except for being unhappy with service


• @Optus:18,626 Tweets; 1,327 Following; 7,512 Followers; 241 Listed

• Managed by few operators – dave, andy, holly, robbie, scott and julz

• Customers don’t appreciate customer service over the phone

• Issues and demonstration of dissatisfaction – badoptus and plenty of customer complaints


• @MembersLounge : 2,105 Tweets; 2,230 Following; 2,125 Followers; 75 Listed

• Managed by operator – not disclosed.• Customers don’t appreciate customer service

over the phone• Issues and demonstration of dissatisfaction –

@VirginMobSucks - plenty of comments of unsatisfrtion


• Conclusion– Twitter can be used to sense customers’ position– Telstra is worse performing! This is followed by Optus,

Virgin mobile and Vodafone.– The telco industry as a whole needs to address issues

surrounding their customer service i.e. on the phone – Personalised service is important and increases

customer retention.– Customer voice is transparent and can be addressed

Questions

f2f or the below?– LinkedIn: http://www.linkedin.com/in/drsuku– Skype: drstudy– Twitter: http://twitter.com/dr_at_work

Tune In To keep your brand afloat.

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