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The best digital advertising of the world From ads to acts.
Polle de Maagt for Vlerick Management School
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Hello. I am Polle de Maagt.
I create impact through
conversations at a pretty cool
company called InSites Consulting.
We work mostly because we’re
committed to take research
forward, but brands like
Ben&Jerry’s, Telenet, Danone and
Philips agreed to pay us for it.
Polle de Maagt Marketing consultant – [email protected] - @polledemaagt
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A brief history of digital advertising Smart Facebookisms From ads to acts
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Search engine marketing Spam-ish, not always relevant, an never ending war and competition from (mainly) social networks
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
In 2010 Boondoggle used a little elephant as the ultimate lean mean conversion machine. (isn’t she cute)
It didn’t start from a medium or technology gadget. It started from a remarkable story. A transmedial story that is. A story that is worth sharing. They were asked to make Antwerp Zoo top of mind when young families consider to go out for the day.
Number 1 Carnaval Suit. We love stuff that ends up on t-shirts (and carnaval suits).
Number 1 Carnaval Suit 2009. Things really work when they end up on T-shirts or as a carnaval suit.
They created a story that was worth sharing for 8 months. Wouldn‟t it be awesome if we could make every Belgian feel a little bit pregnant too?
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
© Boondoggle Amsterdam - Czaar Peterstraat 155 - 1018 PH Amsterdam - The Netherlands
T +31 (0)20 716 3717 - www.boondoggle.eu
0
500.000
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1.500.000
2.000.000
2.500.000
3.000.000
3.500.000
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Media investment versus media value If it‟s worth sharing, it isn‟t worth buying
Groupon: localised bargains The coolest kid on the block. Collective buying power. 18,500,000+users, $775,000,000+ saved in two years
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A brief history of digital advertising Smart Facebookisms From ads to acts
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This is a Facebook profile page. A Facebook profile page is an overview of all content and all connections of a specific
user. Photos, videos, notes, thoughts, links and an overview of friends and family. But
there’s even more: game scores, Slideshare powerpoints, YouTube videos or other rich
content.
But this is not about personal profile pages. This is about branded Facebook
pages.
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This is a Facebook branded page. A Facebook branded page has similar functions. You can add photos, videos or wall
posts (a bit like blog posts).
But there is so much more you can do.
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Smart use of images. Adidas and other companies use large profile
images to give extra personalization and
conversion to their pages.
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Or just great copywriting. Skittles uses hilarious status updates to keep the
community engaged.
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Highlight your fans. Coca Cola not only highlights the original founders of the
Facebook fan page, but also highlights fan content. A great
way to show appreciation and to give back.
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Talk to your fans (when you’re ready). When you gather fans, people will actually talk back. Start a conversation with them.
Help them, activate them and facilitate them.
Are you ready? See how conversation-ready you are with our conversation scan.
By the way: helping people helps. When you solve a customer problem well, 81% will
stay a customer and a whopping 63% will recommend you. * Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
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A custom tab. When you are the owner (administrator) of a Facebook brand page, you can even add
custom tabs. The easiest way to do this is to search for “FBML” in the search window
and add an FBML tab to your page.
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A custom tab: off the shelve solutions. If you think this is too difficult, there is a wide range of companies offering ready made
custom tabs. Like Involver. They offer tabs for video, twitter, sweepstakes and even
more advances feaures. It is even possible to have extremely advanced applications
running within Facebook (some examples later ).
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Service your customers. KLM is one of THE examples on how to reach out to your customers. They turned
their Facebook page into a service desk.
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Use events. Facebook really isn’t
about online, it is
about exchanging
content and bringing
people together.
Online AND Offline
that is. That makes
Facebook a great
place to highlight
upcoming events, like
Starbucks does.
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Random acts of kindness. KLM goes further than
mere service by
randomly surprising
their customers. Great
talkable content is the
result.
See more at
klmsurprise.com
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Use location. If you think this is too difficult, there is
a wide range of companies offering
ready made custom tabs. Like
Involver. They offer tabs for video,
twitter, sweepstakes and even more
advances feaures. It is even possible
to have extremely advanced
applications running within Facebook
(some examples later ).
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Managing a
global brand:
Starbucks. Starbucks services global
customers via their global
fanpage, but also helps local
customers to find their
localized Starbucks pages.
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Integrating existing efforts: Starbucks. Starbucks integrates popular elements of their existing starbucks.com into their
Facebook presence: you can manage your Starbucks card from within Facebook.
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Creative with default options. VJ Sam de Bruyn’s Facebook profile shows an actual message: I love Justin Bieber.
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Taking it even further. Some brands and companies even take it further and integrate Facebook functionality in the core elements of their products.
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Deep Facebook integration: Nike. Whenever you start a run within the
Nike+ Running application, you can
ask your Facebook friends to cheer for
you. How? Nike sends a wall post to
Facebook where other users can
comment and like. Every comment
and like turns into a cheer in the
runner’s headphone.
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Print your Facebook status updates in a book. Book of Fame is an initiative of Leuven-based (Belgium) Boondoggle Life Labs.
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Offline to online. Likify lets users become instant fans
online. Whenever they scan a Qrcode with
their cellphone, they become afan on
Facebook.
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A brief history of digital advertising Smart Facebookisms From ads to acts
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Honestly, sentences like the world has changed, power has shifted to the consumer, increase your share of conversation, consumers trust each other most, shifting power from marketers to consumers, marketers are no longer in control, social media strategy and learn to lose control give me a minor
headache.
While it is really really simple.
People talk. A lot. Internet made it pretty easy to talk. But still: 80% of the talking is done offline. You might not be surprised that talking influences others. Especially when the conversations are searchable and retweetable. Consumers talk better, more and more genuine than brands. So you better be ready.
Kindness, happiness and cool things are talkable. KLM surprised random passengers in their effort to discover how happiness spreads. Advertising campaigns make great conversation starters.
It isn’t about remarkable talks, it is about acts. Put your money where your mouth is. Start doing things that proof your commitment to help consumers.
“ Focus on what really matters: making users happy with your product as quickly as you can, and helping them as much as you can after that. If you do those better than anyone else out there you‟ll win.
Marc Hedlund (Wesabe) “
A remarkable company culture works. Every company has it‟s stories and ambassadors, like Nike‟s Ekins. Capitalize on these stories and turn your employees in an army of ambassadors.
Buying new consumers is expensive. Keeping your customers is less expensive than acquiring new ones. And happy customers spread the words. Customers who are fed up … well … not.
Helping people helps. Exceeding customer expectations builds loyalty (81% repeats, 63% recommends) and falling below customer expectations erodes loyalty (5%/71%). * Forrester, Build Loyalty By Exceeding Expectations When Resolving Customer Problems, 2010
When you understand your customers, you’ll do better. 66% of marketers is disconnected from their target audience. Ouch.
* InSites Consulting, Meet The Joneses Research, 2010
If someone asks you a question, answer politely. Zappos invites every employee to WOW their customers. By the way: 11% of organizations doesn‟t reply to customer emails. * InSites Consulting, Meet The Joneses Research, 2010
Recap. People talk. A lot. And offline too. Kindness, happiness and cool things are talkable. It isn‟t about remarkable talks, it is about acts. A remarkable company culture works. Buying new consumers is expensive. Helping people helps. When you understand your customers, you‟ll do better. If someone asks you a question, answer politely.
It’s really about being human. It is about asking yourself „What should consumers be saying to each other after they‟ve seen my ad or contacted me and my brand?‟ It is about integrating conversations in all thinking and acting. It is about observe – facilitate – join.
Not convinced yet?
We asked 500 European marketers what they do with word-of-mouth. And we asked them about how they compared to their competitors in terms of return on investment, turnover growth, profitability, market share and customer satisfaction.
Guess what.
The best performing marketers do three things that make them stand out. * Conversation Readiness research amongst 500 European marketers
Offline WoM Road map
WoM
Product improvement
1) They start to implement Word-of-Mouth right away, applying it to their current products. * Conversation Readiness research amongst 500 European marketers
Offline WoM Road map
WoM
Product improvement
2) They realize Word-of-Mouth isn’t only online. * Conversation Readiness research amongst 500 European marketers
Offline WoM Road map
WoM
Product improvement
3) They approach Word-of-Mouth strategically. * Conversation Readiness research amongst 500 European marketers
Offline WoM Road map
WoM
Product improvement
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Touchpoints, People and Content
Ma
ke th
ing
s h
ap
pen
h
Touchpoints
E.g. Out-of-office
Content
E.g. Client cases
People
E.g. Our gurus
The campaign reached only 17.000 people Success: referral (8), mentions (200), 40% of target audience
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Con
ten
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Brand leverage model. The brand leverage model defines how a strong brand identification fuels brand
conversations and brand perception and how all three of them fuel brand leverage.
Brand leverage is an extremely important metric, because it has a strong correlation
with brand purchase, brand promotion and perceiving a brand as being “close to
ideal”.
Brand leverage model Van Belleghem, Schillewaert Vergult
Brand
Identification
Brand
Conversations
Brand
Perception
Brand
leverage
R²=.50
Purchase brand
Promote brand
Brand is
close to ideal
The world is a conversation network and customers out-conversate brands. It is about integrating conversations in all thinking and acting. It is about managing the conversation.
1)
It is about changing the way you treat your consumers. About acting human. It is about doing what you say you do, it is about listening and acting. About observing, facilitating and joining the conversation.
2)
It isn’t rocket science. Kindness, happiness and cool things are talkable. Great products create happy customers. Helping people helps. When you understand your customers, you‟ll do better. If somone asks you a question, answer politely.
3)
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I hope I was worth sharing.
Send me an email at
[email protected] so I can help you
remind of the 48 hours.
Find the presentation at
http://polle.me/vlerick11