conversations with close personal friends: thousands of them
TRANSCRIPT
1 Brisbane, October 7, 2009
thousands of them
Conversations with close personal friends:
2 Brisbane, October 7, 2009
Conversation Plan
• Customers have changed the rules
• It takes a village community – build one for your customers• Aussie examples
• It’s not just friending
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Coca Cola, MSI presentation May 2008
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Coca Cola, MSI presentation May 2008
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And they prefer to talk to each other…
• What happens in Vegas stays on YouTube, Flickr, Twitter, Facebook…
• There are over 200,000,000 Blogs
• 54% = Number of bloggers who post content or tweet daily
• Because of the speed in which social media enables, word of mouth now becomes world of mouth
• 25% of search results for the World’s Top 20 largest brands are links to user-generated content
• 34% of bloggers post opinions about products & brands
• People care more about how their social graph ranks products and services than how Google ranks them
• 78% of consumers trust peer recommendations, only 14% trust ads
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Establish a community…
Success Ingredients:
o Plausible Promise
o Effective Tool
o Acceptable exchange
“Prior to the internet, the last technology that had any real effect on the way people sat down and talked together was the table.”
Prof. Clay Shirky
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On the web,
It is their space,you have to be invited in.
And you better bring a plate if you want to beinvited back.
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Listening: Focus Groups
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Talking
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Energising
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Support
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Embracing – co-creation
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8 of the top 11…
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Good sample
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Woolworths’ Everyday Matters
2005 2007 September 2007 August 2009
Fuel dockets cents per litre offers.
Convert the dockets to a card with online account
Launch an online community
Community drives Qantas Frequent Flyer loyalty program alliance with Twitter support.
Competitor – Coles and Fly Buys
“At the Caltex Woolworths…sites there
has been an average 80% increase in petrol
sales”“When the offer is 12
cents, sales go through the roof” *
Card links the customer transaction. Registered customers addressable.
50,000 members of online community
100,000 members of online community
3.8 million Everyday rewards card customers
(1 in 6 Aussies)
4th quarter Woolworths sales rose 5.4 %
Fuel dockets
* Source : “Petrol Price Discounts: the new pull” Australian Convenience Store News March/April 2005
Convert the dockets to a card
with online account
Launch an online community
Community drives Qantas Frequent Flyer
alliance
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Talking with teenage boys, rating nuggets
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Rigour as much as conversation
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Idea popularity & Importance by segment
0
0.5
1
1.5
2
2.5
3
Uti
lity
Male (n = 282) 2.4 1.54 1.2 1.51 0.83 1.79 1.08 1.32 0.32 0.81 1.41 0.59 1.67 1.02 1.73 1.1 0.77 0.42
Female (n = 1,812) 2.32 2.46 1.95 1.88 1.77 1.6 1.71 1.67 1.78 1.67 1.59 1.57 1.44 1.48 1.36 1.45 1.43 1.42
Container -
Specia
Smaller
Quantit
Larger Quantit
ies
Flavor- Peanut
Container - small
Mix and
match
Flavor-peanut butter
Mix and
match
Multiple gifts in one
Flavor - dark
chocol
Gift w rap/Packa
Flavor - Milk
Chocol
Customized w rappi
More color
choice
Container -
Person
Flavor-mint
Flavor - almond
Unique Idea
Know who you are talking to… …and what they care about
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Question…
• If you have an online community for your organisation, where customers talk to and about you…• What sort of things will they ask you to do?
• Use less comic sans in your email offers? (Marketing can do this alone) or…
• Change products, prices, services – takes a company wide response…
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ECHOES ©
Embeddedness
Competence
Help
Options
Environment
Story
You need a methodical approach
21 Brisbane, October 7, 2009
www.resonatesolutions.com.auwww.strikeachord.com.auwww.twitter.com/timwtyler 0413 857 907
Like a conversation?