Being the underdog - cost-benefits with social media

ComMetrics

2008_06_16

Session 25: Being an underdog and making it in the market place

http://www.slideshare.net/ComMetricsUniversityLatest version can be found here just before class

Presented by

http://www.YouTube/ComMetricsComMetrics – videos

http://info.cytrap.eu/?p=134social media trends 2011

http://info.cytrap.eu/?p=176ComMetrics blog checklist

Urs E. Gattiker , Ph.D.

My.ComMetrics.com

http://www.slideshare.net/ComMetricsUniversity

http://www.youtube/ComMetrics

http://info.cytrap.eu/?p=134


ComMetrics

_Trademark - domain

#1 Somebody challenges your trademark

Challenge and wants you to give up your Internet domain

Strategy: You give up, collaborate or we sue you

Commetric versus ComMetrics

2010_11_10

>Introduction _Purpose >How to >Decision >Conclusions >Tools & Tips

ComMetrics

_Trademark - domain

#1 Somebody challenges your trademark

Challenge and wants you to give up your Internet domain

Strategy: You give up, collaborate or we sue you

Commetric versus ComMetrics

Solution Collaborate and sell into enterprise or markets

Going to the courts or even arbitration is not

necessarily productive

2010_11_10


ComMetrics

_3 Why it matters – today„s 3 nuggets

1 Can everyody play underdog and win?

2 What brand strategy you pursue should be supported by your product – customer loyalty

3 Design is not about looking pretty – usefulness beats usability but latter beats design – it is about solving problems

2011_01_19

_Introduction >Purpose >HowTo >Tools & Tips >Decision >Conclusions

ComMetrics

_Purpose

2011_01_19

What is this all about?

>Introduction _Purpose >HowTo >Tools & Tips >Decision >Conclusions

ComMetrics

_How a European manufacturer

leverages usability tests

#1 Making the fountain or ball-point pen

or pencil feel ‚comfortable„ to write with

2010_10_26


ComMetrics





Challenge Usability group resulted in confusing feedback

2010_10_26


ComMetrics






Success: Usability is asking users about: Like versus dislike

2010_10_26


ComMetrics






Success: Usability is asking users about: Like versus dislike

What: Groups (gender, age, etc.) test variety of designs

Offer lines of ‚pens„ according to these insights

2010_10_26


ComMetrics



Solution focuses on offering different user groups slightly modified

lines of writing utensils that ‚fit„ their writing habits/preferences better:

===> do not expect users to give solutions: instead they will provide

you with great insights to modify & improve product

Ex.: nib/quill of fountain pen: thick, middle, thin OR hard, av., soft ==> 9

different nib types (can you try this out at the store – Landolt & Arbenz, ZH)

2010_10_26


ComMetrics

_From Purpose to HowTo

2011_01_19

How do we put this into practice?

- Marketing LOVE triangle

>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions

ComMetrics

_Assigned readings – Topic 25

2011_01_19

- we choose a student to moderate the discussion – you can

volunteer yourself for today or for tomorrow

- please have your notes ready – all students

- Chosen reading is:

>Introduction >Purpose _HowTo >Tools & Tips >Decision >Conclusions

ComMetrics

_Tools & Tips

2011_01_18

- Public relations – how to build your personal brand

>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions

ComMetrics

_Tools & Tips - using social media to build your reputation

2011_01_19

- How to market yourself online when getting ready to finish Lorange

and/or changing jobs

- start 12 months ahead of time

>Introduction >Purpose >HowTo _Tools & Tips >Decision >Conclusions

ComMetrics

_Student Case – challenge at work

2011_01_19

- student presents – class discusses

>Introduction >Purpose >HowTo >Tools & Tips _Decision >Conclusions

ComMetrics

_Student Case – challenge at work

2011_01_19

- student presents – class discusses


ComMetrics

_Brand loyalty

2011_01_19

How loyal are your users

Brand loyalty and when the quiet logo speaks volumes

==> http://commetrics.com/?p=12520


http://commetrics.com/?p=12520

ComMetrics

_What is an underdog?

2011_01_19

Virgin Atlantic, Apple, ComMetrics,

- Decide what you stand for and stick to it- Craft a complelling story- Build a ‚lighthouse identity„ – invite the consumer to navigate by you- Be brave


ComMetrics

_The value of being an underdog?

2010_11_10

– How to be a challenger brand

● Decide what you stand for and stick to it. You can challenge

anything, from the immorality of competitors (as cosmetic retailer The

Body Shop did when it rejected animal testing) to their stuffiness (as

Pepsi did from the early 1960s when it started referring to its cola as

the choice of the younger generation). Don‟t abandon your core

principles.


ComMetrics


2010_11_10


● Craft a compelling story. Successful challenger brands have an

„underdog brand biography‟.

You‟ve got to make sure there‟s a great story there.

5 critical steps for reputation mgmt: Watch Virgin video

http://howto.commetrics.com/?p=2584


http://howto.commetrics.com/?p=2584

ComMetrics


2010_11_10


● Build a “lighthouse identity”.

Try not to attempt to navigate by the consumer. Instead invite the

latter to navigate by your brand

When you challenge an aspect of your industry, you set yourself up

as a thought leader.


ComMetrics


2010_11_10


● Build a “lighthouse identity”.

Steve Jobs eschews focus groups because he says finding the next

big thing is “what we‟re paid to do”.

6.5 x higher price for Red Bull at petrol stations in U.S. Compared to Diet Coke or Diet Pepsi


ComMetrics


2010_11_10


● Be brave. To challenge a part of your industry, you need to be willing to

turn your back on those who accept that part, including potential customers.

Many think they can be a challenger but having the guts to do so is another

story.


ComMetrics


2010_11_10


The new firm would be called Roland Berger Deloitte Strategy Consultants.

Roland Berger is present in > than 24 countries & with 616m revenues 2009

Deloitte – consulting revenues 7.5bn (year ending 2010-05-31), $11.7bn it

took in from the auditing activities. Plus revenues from tax and financial

advisory work = overall revenues were $26.6bn.

2010-11-21 – 200 Berger Partners decided against the deal – blow to

Deloitte ’s ambition of eclipsing McKinsey in the market for strategic

managerial advice.


ComMetrics

_One last thing – Wrap-up

2011_01_18

>Introduction >Purpose >HowTo >Tools & Tips >Decision _Conclusions

What we learned

ComMetrics

_3 Why it matters – today„s 3 nuggets

2011_01_19


1 Can everyody play underdog and win?

2 What brand stragegy you pursue should be supported by your product – customer loyalty

3 Design is not about looking pretty – usefulness beats usability but latter beats design – it is about solving problems

ComMetrics

_Usefulness versus usability

2010_11_10

- iPad has 95% of the market and 1st viable

contender is Samsung GALAXY TAB

(others are HP tablet based on Palm‟s webOS,

Reseach in Motion‟s PlayBook)

- battery life = remain in standby for 30+ days,

- 2 sec – brings you back to where you left

in your Xing group„s discussion thread

You have to beat MacBook Air –

netbooks might be a thing of the past


ComMetrics

_Usefulness versus usability

2010_11_10

- will Apple again shift the market with

its Sim card – selling mobile services =

taking mobile operators„ customers away?


ComMetrics

_One more thing

2011_01_17

Please discuss:

3 most critical things we learned today

3 things I love to get more infos about


ComMetrics

_One more thing

2011_01_17

Johne Paul deJoris: co-founder of

John Paul Mitchell Systems (hair care

products) and

The Patron Tequila brand

http://www.ft.com/cms/s/0/6ba2a602-07ce-11e0-8138-00144feabdc0.html#axzz18FntWwXO


http://www.ft.com/cms/s/0/6ba2a602-07ce-11e0-8138-00144feabdc0.html









ComMetrics

2008_06_16

My.ComMetrics.comSession 25: Being an underdog and making it in the market place

Presented by http://My.ComMetrics.com (free registration)

http://ComMetrics.com (blog)


social media trends 2011


ComMetrics blog checklist

Urs E. Gattiker , Ph.D.

Roentgenstrasse 49 Street

CH-8005 Zuerich Zip Code

Switzerland Country

+41(0)44 272 1876 Voice

+41(0)76 200 7778 Cell

[email protected] Google Talk

www.ComMetrics.com URL

http://my.commetrics.com/

http://commetrics.com/



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Being the underdog - cost-benefits with social media