08 harness online social networks

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Harness Online Social Networks

Good self-image ≠ good social image

自我感覺良好社會觀感欠佳

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“I know you think you understand what you thought what I said, but I am not sure you realized what you heard is not what I meant.”

- Alan Greenspan

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Survey?

Interview?

Creativity?

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Commercial?

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• Customers are redefining your brand image

• Brand management

• Online reputation management

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SOCIAL TECHNOGRAPHICS PROFILE

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Soci

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tech

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Ladd

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Use of Social technographics Profile

• To understand how social technologies are being adopted by any group of people

STP Example

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0 10 20 30 40 50 60 70 80

Inactives

Spectators

Joiners

Collectors

Critics

Creator

Female Male US Adults

%

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International Comparison of STPMetro China Hong Kong S. Korea U.K. Sweden

Creators 36 34 38 9 12

Critics 44 46 27 16 19

Collectors 18 17 14 5 27

Joiners 32 26 41 21 25

Spectators 71 67 39 34 45

Inactives 25 27 36 54 42

• S. Korea: most active in Asia• Sweden: most active in Europe• U.K.: least active in Europe

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L.L. Bean versus Toys “R” Us

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0 10 20 30 40 50 60 70

Inactives

Spectators

Joiners

Collectors

Critics

Creator Toys "R" Us

L.L. Bean

US Adults

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What Is Your Suggestion for L. L. Bean?

• L. L. Bean is always dedicated to its online shopping, while Toy “R” Us is less.

• More “collectors”• Online service, e.g., trip planner (camping list

etc.,) • Customized RSS and widgets

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STRATEGIES FOR TAPPING THE ONLINE SOCIAL NETWORKS

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POSTfour steps of the strategic planning for Harnessing the OSN

• What are you customers ready for?

• How will your customers engage?

People

• What are your goals?

• Marketing or PR?• Most customers or

special segments?• Internal or

external?

Objectives

• How do you want relationships with your customers to change?

Strategy

• What applications should you build?

Technology

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Five basic business functions for Online Social Network Marketing

Old paradigm New paradigm How different

Research Listening Ongoing monitoring of your customers’ conversations with each other, instead of occasional surveys and focus groups

Marketing Talking Participating in and stimulating two-way conversations your customers have with each other, not just outbound communications to your customers

Sales Energizing Marking it possible for your enthusiastic customers to help sell each other

Support Supporting Enabling your customers to support each other

Development Embracing Helping your customers work with each other to come up with ideas to improve your products and services

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LISTENING

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Your brand is what your customers say it is.

The value of a brand belongs to the market, and not to the company. The company… is a tool to create value for that brand…

Ricardo Guimarães

e.g.,

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Listening = Market Research?

• The most thoughtful people don’t take surveys or be in focus groups.

• Research methods are designed to answer questions, not to tap into consumer insights.

• Observation in natural habitats is good but may show ‘railroad paradox.’

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Use SNS to Get Stream of Insights

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Listening strategies• Set up private communities• Begin brand monitoring

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Set up private communities

Private Community CaseNational Comprehensive Cancer Network (NCCN,) USA

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NCCN

• Set up a research network with profiles, discussion forums, online chat, and uploaded photos.

• They knew how patients chose their treatments – most from their primary care physicians.

• Formed communities and improved relationships with community doctors.

• They knew how patients search online for solution and what keywords they use most (e.g., not breast cancer but metastatic.)

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What does a private community do?

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What customers want or need?

• Customers need intimacy.• Customers want respect.• Customers want empathy.• Customers want to have

good start.• Customers need

encouragement.

Principles of Private Communities

• INVITE THE RIGHT PEOPLE, KEEP IT PRIVATE AND SMALL.

• VIEW MEMBERS AS ADVISORS TO THE COMPANY.

• FIND THE SOCIAL GLUE, MAKE IT MEMBER-CENTRIC.

• WORK AT BUILDING THE COMMUNITY.

• BE GENUINE, ENCOURAGE CANDOR.

Lessons from Communispace

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What customers want or need?

• Customers do not want over-elaboration.

• Customers want to participate (in their own ways.)

• Customers want you to solve the problems.

• Customers can become fatigued.

• Customers are diversified.

Principles of Private Communities

• JUST PLAIN ASK.• PAY EVEN MORE ATTENTION

TO WHAT MEMBERS INITIATE.

• DON’T SQUELCH THE NEGATIVE.

• DON’T ASK TOO MUCH, TOO OFTEN.

• USE THE RIGHT MIX OF TECHNOLOGIES AND METHODOLOGIES, AND KEEP EXPERIMENTING.

Lessons from Communispace

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Give customers sense of self in your brand.

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Begin brand monitoring

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OSN brand monitoring methods

Brand Maps (video only offline)

Click ME!

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Brand Evolution

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A “brand association map” drawn from online commentary about Nike, as compiled by Nielsen BuzzMetrics. Such maps aim to discover patterns in consumers’ opinions about particular brands.

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Brand Monitoring and Emergence Marketing

In the old days we had a product with rational and emotional benefits, and we made up a story and then pounded this story into people’s heads with $$$ (advertising).

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Brand Monitoring and Emergence Marketing

• Today, we first understand what people care about most.

• Then examine what they already believe to be true about your brand and your competitors.

• Finally, you figure out how to connect your brand to what people are passionate about in these ways: – authentic (consistent with what they already believe to be

true,) – compelling (relevant to what they are passionate about)

and – helpful (helps them achieve their goals, not yours)

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Brand Monitoring and Emergence Marketing

Branding is more like politics today.

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Brand Monitoring Case

Mini USA

Mini USA

• What the owners love their cars?• How the company took advantage of the fact

that Mini owners love their cars?

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Mini USA• The company found out that Mini owners

would rather see themselves as members of an exclusive club of people who belonged together.

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Mini USA• Marketing to their own owners! – to spur

WOM marketing

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Benefits of Listening

• Find out what your brand stands for.– Mini is not only about delivering a snappy and

cool way to deliver ‘motoring.’ It is also about community.

• Understand how buzz is shifting.– Start listening, and you have a baseline. Keep

listening, and you understand change.

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Benefits of Listening

• Save research money; increase research responsiveness.– Listen is faster, more responsive, and more

frequent than survey.• Find the source of influence in your market.– For example, Neilson’s NetRatings (offline).

• Manage PR crises.• Generate new product and marketing ideas.

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Social Technographics Profile and Listening

• High percentage of creators and critics (> 15%) – branding monitoring

• Less than 15% – private communities

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TALKING

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Marketing Funnel

Marketers have little control over what happens in the middle stages, but the influence of the online social networks is heaviest here.

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Marketing Funnel

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At the beginning of the funnel

• Youtube– Ex., Blendtec’s Will It Blend

• SEM (Search Engine Marketing) – paid search

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At the beginning of the funnel

• SEO (Search Engine Optimization) – organic search– Indexing: index your page to conform to a search

engine’s crawler. • Can use Google Webmaster Tools, for which an XML

Sitemap feed can be created and submitted for free, to ensure that all pages are found.

– Preventing crawling: To avoid undesirable content in the search indexes

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In the middle of the funnel• Blogs/microblogs/webinars

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ENERGIZING

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Why Word of Mouth marketing works?

• It’s believable• It’s self-reinforcing• It’s self-spreading

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Why Word of Mouth marketing works?

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Strategies of Energizing evangelists/enthusiasts

• Tap into customers’ enthusiasm with ratings and reviews.

• Create a community to energize your customers.

• Participate in and energize online communities of your brand enthusiasts.

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Energizing considerations

• Which strategy is the best for us?• Where are our customers in the social

technographics profile?

Creators

InactivesSpectators

JoinersCollectors

Critics

Energizing considerations• What is our customer’s problem? – probably

not the problems you expect or those about your products. E.g., “Adult Fans of Lego” talks about building with Lego.

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Energizing considerations

• Joint a community? Or hire someone to build our community? Build our own community (offline)?

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SUPPORTING

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Cases of supporting

• CarePages (offline)

Click ME!

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EMBRACING

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Corporate Ideagora

• Salesforce.com community (offline)• What is Salesforce.com?• Dell’s IdeaStorm (offline)

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Another way to look at private community

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HOMEWORK

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Chinese Version

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English Version

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My Version