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Page 1: Seeding

Brands, Bloggers and Word of Mouse

September 2008

Page 2: Seeding

now w

e trust horizontally

we used to trust vertically

Page 3: Seeding

I trust the opinions of real people like me rather than a biased journalist

Growth and popularity of community-based user review sites

“ ”

parenting wine travel movies electronics

I trust people like me…

Page 4: Seeding
Page 5: Seeding

Word of Mouth has always been important…

Page 6: Seeding

technology changes things…

Page 7: Seeding

“ ”

Word of Mouth

Word of Mouse

technology changes things…

Page 8: Seeding

“ ”MEETS

AMPLIFICATION of opinions

SPEED of shared opinions

Word of Mouth

Word of Mouse

technology changes things…

Page 9: Seeding

thirdrate.com/kryptonite_files/2.mov

Picked up by Metafiler and spread within days across thousands of blogs and websites

A video is created and posted online showing how this is done 1 million downloads

Picked up New York Times, CNN, BBC etc

One post on one message board, alerting people to the fact that theselocks could be opened with a Bic pen (170,000 see posting)

14th Sept 17th Sept 17th Sept 23rd Sept

Kryptonite had to offer a free exchange on every $100 lock

Over 400,000 have been exchanged

They have just settled a class action law suit

Page 10: Seeding

$4 billion wiped off the Apple share price

Page 11: Seeding

Brands are thinking creatively about how to engage and involve in Social Media spaces

Page 12: Seeding

Our Social Media Methodology

Launching Cocoon

Page 13: Seeding
Page 14: Seeding

Web Mapping identifies the keyinfluential UK blogging voices In the areas of

•Style & design•Music•Technology•Thought leadership

Relationshipsbuilt with keyinfluentialBloggers - all individually approached

Phones sent out

SIM activation

Management of O2 Cocoonblog

Bloggers feed back

Content creation

Regular email contact

Answering bloggerquestions

On-going dailymonitoring

Daily web maps

Qualitative analysis

Quant evaluation

Identify Engage Seed In Field Evaluate

Strategy/Methodology

Page 15: Seeding

• Initial release in 2005. Ongoing development.

• Applies tried-and-tested offline sociometric theory online (with some tweaking)

• Designed from ground up for practitioner use, not as a bureau service

• Intended to be both strategic and tactical tool

• Cross-platform/open source

Understanding Web Mapping

Identify Engage Seed In Field Evaluate

Page 16: Seeding

Identify Engage Seed In Field Evaluate

Nuts and Bolts 1• Calculates and displays metrics related to Influence and

Authority

• Initially we did this ‘by hand’ using freely available software such as NetDraw and UCINET

• Proved that the techniques worked, but needed a streamlined workflow -- so developed our own software.

Page 17: Seeding

Identify Engage Seed In Field Evaluate

Nuts and Bolts 2• Client is built in Java, server in Perl.

• Either can run on Linux, OS X, Windows (via Cygwin) or Solaris etc.

• Uses robust, time-proven open source frameworks wherever possible

• Designed for easy update, so we can add features as need arises -- for example currently semantic content analysis

Page 18: Seeding

email

service

modules

REST, JASON etc clients

spidersqueue manager

server

analysis engine

user

Run a query•data source(s) Google/Yahoo/Technorati etc•keywords and boolean logic•options (data set size, output format etc)

Add a new data point to an existing query

Analyse data series

database

content

services

PDF, EPS, CSV etc

queries/commands (TXT)

data files (XML, CSV, TXT)

Internet

viewer

analysis engine

visualiser

kernel

Page 19: Seeding

Identify Engage Seed In Field Evaluate

What we learned• Many offline sociometric measures apply online!

• Measures of ‘influence’ correlate well against human experts

• Building it ourselves greatly assisted with learning and with assuring relevance of the tool

• Many patterns within communties and over time that inform strategic activity

Page 20: Seeding

Web map of Neville Hobson’s blog

Example: Neville Hobson

Web maps show us that Neville Hobson’s blog has a network of 1118 sites via 2,549 links

He is ranked 440 on Technorati and 55 on The Ad Age Power 150

Therefore he is a highly influential voice for us to target for the programme

How Web Mapping was utilisedfor this project

Page 21: Seeding

Identify Engage Seed In Field Evaluate

Engagement via “Radical Transparency”

Page 22: Seeding

You have to be a properpart of this new Social Media World

in order to engage in it

Page 23: Seeding

Success MetricsIdentify Engage Seed In Field Evaluate

1. Engagement – depth of engagement with UK influential bloggers

2. Digital conversations – dialogue generated

3. Brand Perceptions – shift in perceptions of O2

Sales – qualitative indicators

Page 24: Seeding

“The O2 project seems like a smart oneand provides a potential blueprint forbrands to engage with bloggers beyondthe sending of press releases.”

Henry Lambert PSFK Trends

“The approach to me is part of a clearoutreach programme. That’s verydifferent to the many bad pitches Ireceive”

Neville Hobson PR consultant

Engagement with bloggers seen as a blueprint for success

Page 25: Seeding

Engagement is positive, deep and detailed

“I reckon it's the best operator brandedhandset I've yet seen”

Tom Hume - Developer

“My friends (male and female) all think thatthe phone is very eye-catching and different probably because of the white outer shelland blue LED display. One of my friendsactually compared the Cocoon to an ipod that can’t be bad!”

Laurence Borel – Qualitative researcher

Page 26: Seeding

Map shows conversations between thought leadersthat was completely the product of the programme

Conversations have been generated

Page 27: Seeding

Number 1 referenced site for O2 Cocoon phone handset

O2 Cocoon blog is at the centre of the conversation

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• 50 postings , over 150 comments during campaign period

• The O2 Cocoon blog has generated 4,001 page views from 1,247 unique visitors

• 73% of blog visits were new and 65% of visits have come from sites referring the O2 Cocoon blog

• Average time spent on the blog is 3 minute and 14 seconds –this is high, most blogs are under a minute

www.o2cocoonblog.co.uk

The O2 Cocoon blog has facilitated a real community

Page 29: Seeding

A better customer experience has been achieved by O2 engaging through the blog

Issues with the set up and operation of the phone were answered in an open and collaborative manner by O2on the O2 Cocoon blog

The blog has also allowed consumers to help and advise each other

Page 30: Seeding

The world according to ….

Page 31: Seeding

If you Google the term “O2 Cocoon” O2 Cocoon blog appears on the 1st page

Consumers who are researching O2Cocoon have the opportunity to view and interact with the O2 Cocoon blog

If you Google “O2 Cocoon” you get the O2 Cocoon blog

Page 32: Seeding

1st listing when searching forO2 Cocoon Blog on page 1 of Google

Seeded bloggers are listed on pages 1,2 and 3

High visibility for the O2 Cocoon blog

No.1 listing for “O2 Cocoon blog” on Google

Page 33: Seeding

Seeded bloggers are listed high up the rankings

Page 2 Google Page 3 Google

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Cocoon – conversation mapping

+ Positive

- Negative

Technology Music Style & DesignThought

Leadership

sent

imen

t

Room for improvementin technology

Style and designand thought leadershipare strong points

Music was not a key talking point

Page 35: Seeding

Handset Accessories O2 Thought Leadership

+

-

Approach

XDA – conversation mapping

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• Each post measured for sentiment on a scale of 1 – 10 for

- O2 - Approach- Handset - Thought Leadership- Accessories

Conversation Sentiment

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SEO benefits to Bloggers

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69% were surprised that a company like O2 could launcha handset in this way

77% said their perception of O2 was better as result oftaking part in the program

15% said it was the same

Brand perceptions have shifted

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“Keep trying, innovating. This was a brave effort and i applaud you forit. I hope you've learned a great deal.”

“Customer service is great.”  

“Maybe send out demo handsets out, so errors could be ironed out, atthe same time as increasing hype.” 

“More programs like this. I was surprised at the honesty of it all - it didn'tfeel like a corporate PR exercise, but an attempt to genuinely engagewith the community.”

“Keep doing smart initiatives like this!”

Post campaign comments from seeded bloggers

Page 40: Seeding

We believe positive sentiment on Google and blogs do influence consumer purchase intent

Of bloggers surveyed…

75% would recommend the phone to a friend (Net Promoter Score, NPS)

73% would recommend O2 as a mobile service to a friend (NPS)

“I’ve had my phone a day so far and love it. Work mates love it and boyfriendmakes out he doesn’t like it. I’ve been with O2 for nearly 10years and this is the first time i’ve upgraded to an O2 phone, rather than Nokiaetc. And must stay, i’m pleased with my choice. Well my thoughts are that thisphone is great and would advise anyone to get one. Thanks O2!” O2 customer on the O2 Cocoon blog (not a seeded blogger)

(VCCP research)

Sales – qualitative indicators

Page 41: Seeding

(aka people having conversations)

1. When brands initiate and participate in conversations, be aware that control is traded for participation

2. Conversations can be guided but not managed

3. Conversations have to be interesting (how can you brand make them more so?)

4. Conversations are in real-time

5. Conversations are continuous

5 Key Rules of Social Media Marketing

Page 42: Seeding

Thank you!

Questions?