is…

is…

is…

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Name: Anonymous

Please circle a score

Please circle a score

Please circle a score

Citizen MarketingYour brand is only what people say it is

Listening, Talking, Supporting & Embracing

Most of you here

But your customers…

Once upon a time

your marketing message,

your brand

and your reputation

Even if you had to hide some of the ugly truths*

*our legal people told us we had to put this tiny bit of text here to show we weren’t really liars. Hope you don’t actually read it because it uncovers some ugly truths about our product/service

You were able

Because your message was confined to

X

Your brand

It’s on the run

Connecting

Creating

Sharing

Collaborating

reviewing and rating

It’s happening so fast

That you may not have noticed

But you can’t ignore it

It’s “citizen marketing”

It’s a “groundswell”

You have a choice

Let it break over you

Or catch it

So how can we tap into this “face-space-thing”?

#1Stop chasing the technology

X

X

X

X

#2start by listening

To find out what your brand really stands for.

After all:

“A brand is only what people say it is.”*

* Ricardo Guimaraes

You’re going to need tools

Unlike the delayed nature of traditional market research

give you the ability to react quickly

As they happen.

Ultimately listening to your customers will help you to…

#3…define your objectives

write a plan

1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?

2. Do we have brand advocates online, where are they hanging out and how can we energise them?

3. What can we do to support our existing customers using social media?

4. Are we ready to embrace this change at every level of the organisation and are we fully prepared?

#3.1

starting conversations

George WrightMarketing Director

Top notch blenders

Blendtech

Blendwho?

George

What’s that from?

We’ve been testing the blender.

“sh!t, does that blend?”

Yup.

Wow! We need to tell people about this.

George

Tom DicksonCEO, Blendtec

Starring – “The Total Blender”

5 videos

for a total production cost

<$50

> 6 million views

5 days

George

Suggest stuff to blend

Suggestions came in thick and fast

180+ videos have now been produced

> 60 million views

> 700% in sales over 2 years

with graduates

> 29,700 potential employees

Through a single communication point

Saving the considerable

Visiting the world’s universities

Attending global career expos

Running broadcast media campaigns

The prospective employees are happy too

By having the opportunity to have conversations directly with

EY they get a much clearer picture of the company’s people, opportunities and culture before

they apply

#3.2

energise

1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?

2. Do we have brand advocates online, where are they hanging out and how can we energise them?

The # 1 rule of Sales

Or at least…

Generally speaking, if you…

Then some of your customers

Lego User Group Network

1,000s of

A.F.O.L.

share and connect

A.F.O.L.

big business

$100,000,000 (10%)

original content

Don’t create their own unique content

but love to

thus stimulating

that attract spectators

Who rarely contribute

But instead consume almost everything that’s written on LUGNET

So it’s easy to understand why

Tormod AskildsenSenior Director of Business Development

24 x

1.Build relationships with most influential AFOLs by inclusion (early notification on new LEGO product, information releases)

2.Provide a feedback channel with a trusted consensus on what customers want.

an exclusive group

Which breeds aspiration

#3.3

supporting

1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?

2. Do we have brand advocates online, where are they hanging out and how can we energise them?

3. What can we do to support our existing customers using social media?

Meet Dave.

Dave’s been to 7 countries and stayed at 18 different hotels in the last 5 years.

He’s a registered travel agent …passed some exams you know….

Dave’s an outdoor person and doesn’t really enjoy just laying by the pool.

Dave doesn’t have kids.

In fact dave hates kids.

Dave own’s the travel agency and it’s in his financial interest to sell you certain types of holiday.

X

X

Understands that being a good travel agent requires a detailed

knowledge of every

Based on recent experiences and from people with different wants

and needs.

is what travel agents should always have been

Its all about ‘support’

Open 24/7

>384 million visitors per year

written >25 million reviews

>400,000 hotels

>68,000 cities

>1,700,000 user submitted photos

It uses the power of

And asks them to support each other in their purchasing

decisions

Why do people do this?

To help others?

To get recognition?

To earn “social currency”?

How does “Trip Advisor” benefit?

Once users have “the truth”

Trip Advisor refers the user to a choice of online “booking

agents”

And collects a commission for the referral.

#3.4

embracing

1. Would we like to have conversations with our customers/prospects and what could we talk about that may help them?

2. Do we have brand advocates online, where are they hanging out and how can we energise them?

3. What can we do to support our existing customers using social media?

4. Are we ready to embrace this change at every level of the organisation and are we fully prepared?

How do you know that you’re embracing social media?

It’s about evidencing that you are not only prepared to listen, have conversations and support

customers, but you are also prepared to change the way you

do business.

Anantara Hotel, Bali

41 customer reviews

80% said they would recommend to a friend

But what about the other 20%?

Well negative reviews are a fact of life and are essential to the

credibility of any site

X

I've been a bit annoyed by the atmosphere as well... When you check in in a five stars hotel facing the ocean, you expect to enjoy the sound of waves but a DJ party has been organized during our stay and to have techo-house music from 2pm until 8pm just give you the desire to escape...

This began to influence my opinion of Anantara, until…

IVAN: “…Again, we are very sorry for all the inconveniences you and your family went through however, for your kind reference, please allow me to inform you that we have limited all our DJ events’ sessions from 4pm till 8pm including chill-out gigs…

10 minute response = $3,000 booking

100 prospective travellers

$300,000 for 10 minutes work

#4considerations

#4.1

who is going to lead this?

#4.1.1

are they passionate about your business and do they have the

necessary sponsorship from above?

#4.1.2

do they have the necessary resources?

#4.1.3

internal people, outside experts

#4.3

how will you react to negativity?

#4.4

start small

#4.5

share your results with the exec

#4.6

have a clear vision

#4.7

and good luck

Marc Loveridge

WWW.THINQDIGITAL.COM.AU

thanks

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What are people saying about you?

What are people saying about you?

What are people saying about you?

What are people saying about you?

What are people saying about you?

What are people saying about you?

What are people saying about you?