what marketing can learn from vanilla ice

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In changing market times, we need to STOP COLLABORATE & LISTEN if we are to close the gap between marketing and research. This presentation was delivered at Marketing Week 2009 in Adelaide

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Slide 1

What can marketing learn from

VANILLA ICEcloser customer connections in

changing times

http://www.flickr.com/photos/eboman/395968846/

Peter HarrisManaging DirectorColmar Brunton

Peter Harris

Managing Director @ Colmar Brunton

AUDITOR marketing RESEARCHFamily man AMSRS aussie NEW MEDIA

building relationships ASHES TRAGIC

Stop, Collaborate and Listen Vanilla Ice

Stop. Collaborate. Listen.

Past

Today

In most categories a brands market share is stationary

4 out of 5 categories seen as increasingly homogeneous

3x $ spent on discounting as brand building in fmcg

0.5% average click-thru rate for banners

Less than 1 in 10 ads seen as different

4% response rate successful in DM

Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey

Some inconvenient truths

Brands fall into one of four engagement profiles. Mavens have experienced better

revenue growth (last 12 mths)

Source: The worlds most valuable brands. Whos most engaged? Ranking the Top 100 Global Brands Report, prepared by Altimeter and Wetpaint

Brands that engage in social media are winning

Old way

New way

brands must go beyond broadcast

and become facilitators

Stop. Collaborate. Listen.

collaborate Invite them in. Treat them as collaborators. Harness their collective intelligence. Give them a role in helping the brand succeed and a chance to become visible to their community.

collaborate

If what were doing is right, and if we give them the tools, young people will do the marketing and organising for us(and be better at it than we are)

http://au.youtube.com/watch?v=Y0SOXW_K56w

70,000 ideas in first year

Free coffee for Gold Card members on their birthday

Starbucks VIP card

Buy coffee beans, get a free cup of coffee

Get (free) help, advice & support in planning kitchens, offices, wardrobes eetc..

Employee and fan community - 100,000+ members, 4 yrs old

Community donations + ad revenue funding model

Reward participation with Ikea gift cards

Results

Consumers are beginning in a very real sense to own our brands and participate in their creation. - A. G. Lafely, Chief Executive at Procter & Gamble

We need to learn to let go.

entertain

useful

connect

educate

Why they will collaborate?

Source: PHD

Stop. Collaborate. Listen.

Talk with customers in context. Listen to their ideas before they get skewed. Uncover issues, focusing on how people feel.

Listen

In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.

-Anonymous

listen

Weve been voted the best marketer of the 20th

century. But thats because we were the biggest shouters. In the 21st century, we want to be the best listeners.

- Greg Icenhower, P&G, director of corporate communications

Social Media Monitoring Tools

Social Media Buzz Monitoring

1. Free Alert Systems

2. Paid Analysis Dashboard

3. Full Service Insights Partners

REACH

How many people are we reaching?METRICS: [example metrics: unique views]

INTERACTIONHow are people interacting with us?METRICS: [example metrics: video plays]

ENGAGEMENTHow many are becoming part of our community?METRICS: [example metrics: user-generated content]

INFLUENCEHow are we changing user action or opinion?METRICS: [example metrics: conversation tone]

EXPOSUREHow are users extending the reach of the program?METRICS: [example metrics: online buzz]

Online Customer Community Continuous connection to your customers 300500 invitation-only members in a room

Discussion

Quick Polls

Online chat

Brainstorm

Use photos

Video

Survey

Journals

Mystery shopping

Scrapbook

Immersion

Twitter

Off-line events

Problem

Developed new brand ad in 5 days with Branson

Concerned new brand ad was to risqu

Validate with prospects fast

Solution

Tested ad in online community among young flyers

Positive response / low risk

Turned results in a few days

Cost effective

Community at a glance

Launched November 08 / 1,000+ members

Private online community for Hyundai owners or inner circle of trusted advisors

Recruiting through existing customer base + hand-raisers that attend industry events like auto shows

Activities focus on two initiatives. The first expanding the brand with the new Hyundai Genesis vehicles. The second is Blue Drive, Hyundais new initiative to produce eco-friendly products

Listening is the new marketing, Chris Brogan

7 Secrets of Vanilla Ice Marketing

1. Make your own game

Stand out

Dont play by other peoples rules

2. Build a Posse

Make friends / connect

Insiders advantage / outsiders cant buy influence

Create a big Fn network

3. Spin off

The Archimedes Effect / Leverage

Build off previous success

Be a great party host

Invite them to participate and mash their own content

Connect , network and help build relationships

4. Throw Awesome Parties

Provide opportunities to participate

Dont force the conversations but help it along

Share instead of hoard

Put on & play a constructive role in offline events

Add value to the community experience

Capture content and 3rd party perspectives on your community topic

Pay your dues - consistency and authenticity

Be open to criticism and admit when you are wrong

Have a higher purpose

[email protected]

twitter.com/peteraharris

Appendix