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presentation made to the Belgian Association of Brand Manufacturers
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Grow profit through external engagement
12 December 2010 Alexandre Vandermeersch,Patrick Willemarck, Dialog Solutions
End to End External Engagement : E4
End-to-End External Engagement (E4) is the ability to truly engage with external partners continuously in time, for insights, innovation, marketing, sales, HR, Infrastructure, and customer service. E4 is the suresafest way to grow profit from outside your ecosystem
R&D Operations Marketing Sales Service
Do you have a choice ?
Source agenet wildfire/DDB Tribal Canada
Regaining trust, happens outside
Are alle people outside equals ? Not necessarily.
6
Lead users ?
2.5% is the average number of consumers buying 80% of a product, the ‘Pivotal Point Consumers’*
2 à 3,5% is the number of first adopters and key influencers to the rest of the community
Those are often the same. They are critical to new products and innovations. We name them «LEAD USERS».
Source: Catalina marketing study
The belgian adoption curve
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Innovators 6%
Early adopters
18%
Modern Maistreamers
20%
Mains- treamers
50%
Laggards 6%
Leverage the power of WOM?
Our solutions
Grab attention and advocacy
Get your own 300-500 private community, online, available for co-creation, 360°
feedback, and ambassadorship building
Get the social media testimonials back on your web site, open a dialogue
section, humanizing your brand, raising credibility
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Brandialog is using online dialogue to boost insights & marketing
Brandialog, the first online panel dedicated to conversations
Private Dialog – people are invited to private spaces by brands
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Brandialog is based on 2 years of R&D
• Surveys
• Calls for reactions
• Rich media
• 2-level discussions
• Moderator clearly identified
• Vote on anything
….And a lot more! Goal : provide a rich set of interactions to maximize engagement for all types of users
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Why private dialog ?
• Fully confidential, on invitation only
• In or close to context feedback
• Qualitative, with objective quantitative analysis (300-500 people)
• Continuous (co-creation, consumer journey)
• Flexible (give missions, adapt as you go)
Proven
We conduct word of mouth actions through Brandialog
Consumer in panel
Brand
Other consumers
Relationship building: • Sampling • Feedback • Read responses
• Word of Mouth/Mouse (« This product is great and the brand values its consumers – I will go the extra mile to promote them »)
Re-enforcement of WoM
• Ambassadorship actions • Conversations with friends &
family • Social network sharing
...And PR actions through media
You get a high impact visibility through an article:
• Articles on their products in the #1 French-speaking newspaper (online & offline), neutrality assured by Brandialog, and voice of brand manager ensured
• Articles are extremely impactful as the credibility is very high, as well as the likelihood to be read
• Discounted media space How it works
- People are invited to test a new product - We run the test (free sample, invitation,…) - Based on the reactions/feedback in private dialog, we
ask a journalist to write an article on the product - Articles in DH.be, physical newspaper
Open the dialogue on your site - FOR FREE
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Do testimonials matter ?
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DialogFeed is a simple way to gather & maximize value from testimonials We launch today!
www.dialogfeed.com
DialogFeed – Raz*War
19 Put it on your site
Powered by:
Conversion rate
Sales
Credibility
SEO
Word of Mouth amplification
Humanize the brand
What can we do for you ?
Be a reseller, prescriber or influencer Marketing co-creation : submit & test mickeys, ask for ideas
with a 300-500 lead users right in the target Campaign barometer: 1 initial survey, 1 group of people you
follow, 1 final survey on test group Grab attention in pitches: in 1 or 2 weeks time you get more
insights than any focus group could deliver. Online ambassadors: sampling to target group + identification
of ambassadors, 1 VIP room in Brandialog for those, conversation monitoring & influencing done by the ambassadors
DialogFeed partners: resell our tool & get a share of the license, for ever
More to come : fully integrated dialog platform, monitoring dashboards, thematic platforms
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Talk to us
• Twitter: @dialogordeath
• Blog: http://dialogordeath.com
• Alexandre @dialogsolutions.com
• Twitter: @alexvdm
• Blog: http://alexvdm.com
www.dialogsolutions.com
www.brandialog.com
www.dialogfeed.com