Capturing Communities: Guiding Conversations in the Digital Age
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The document discusses how communities and word-of-mouth are increasingly important influences over consumers and how companies need to authentically engage with communities rather than attempt to control them. It notes that consumers trust people like themselves more than companies and that word-of-mouth is much more effective than traditional advertising. The document advocates that companies should serve communities by giving them what they want rather than trying to be the leader and should embrace open standards and user-generated content.
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Capturing Communities: Guiding Conversations in the Digital Age
- 2. The Good Ole Days of Corporate Media... We will decide what you want & need Central editorial control Government regulation (censorship) One-way communication Limited channels of information
- 3. 76% A huge amount of consumers don’t believe that companies tell the truth in advertising and marketing -- Yankelowich
- 4. Their Friends Their Friends There is still one trusted medium left in the world Me and My Friends
- 5. In the new free market, individual customers expect to be listened to. They not only expect it, they demand it. are you communicating with your customers like the individuals they are? you
- 6. In the new free market, individual customers expect to be listened to. They not only expect it, they demand it. Expectation Shift are you communicating with your customers like the individuals they are? you
- 7. The new empowered customer believes that they lead the relationship You You better know who they are and what they want. Customer
- 8. The new empowered customer believes that they lead the relationship You Another Thing You better know who they are and what they want. Customer
- 9. You’re not always invited to the conversation Customers Customers Customers You must find a way to authentically You join the conversation.
- 10. You’re not always invited to the conversation Customers Customers You Customers Better yet, you need to be at the center of the conversation
- 11. People Trust People When forming an opinion of a company how credible would the information be from... Edelman Trust Barometer - 2006 % Academic 62 Doctor or similar 62 Person like yourself or a peer 61 Financial Analyst 58 NGO Rep 58 Accountant 53 Lawyer 36 Regular employee 33 CEO 29 Union 19 Entertainer 17 People like yourself PR person 16 Blogger 15
- 12. “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media ... Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s people who are taking control.” - Rupert Murdoch, quoted in Wired, July 2006
- 13. This is not a new hype.... just an ignored reality A selective history of trust in peers Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a personal sales 1955 pitch and 2x as effective as radio advertising 36% of surveyed consumers reported learning of an innovation through word-of-mouth, while 48% reported 1967 being influenced by WOM when making a purchase decision 2001 Diffusion studies found that WOM is 10x more effective than media advertising 2006 61% trust other people like themselves (as media) - Edelman Trust Barometer, 2006
- 14. Do you have the stomach to play in this game? You can’t control word of mouth (community), you can only guide it
- 15. Jargon Check Terms Sites Social Media Facebook Communities MySpace Blog LinkedIN Blogosphere Flickr UGC Twitter Web 2.0 Digg Tagging Del.icio.us Wikis Wikipedia Mashup YouTube podcast rss
- 16. What Really Distinguishes Web 2.0 Systems that harness network effects to get better as more people use them Web 1.0 Web 2.0 DoubleClick Google AdSense Ofoto Flickr Akamai BitTorrent mp3.com Napster Britannica Online Wikipedia MySpace/Blogging/Facebook/ personal websites LinkedIN evite upcoming.org page views cost per click screen scraping web services publishing content participation content management wikis systems directories (taxonomy) tagging (“folksonomy”) stickiness syndication
- 18. 14,463,346 auctions 200,000,000 blogs www.ebay.com - Nov 21, 2006 Almost 4,000,000 articles > 100,000,000 Videos (10 languages) (65,000/day) 1,500,000 Residents 33,347,000 profiles Some mind boggling stats
- 19. Where do you fit in?
- 20. Every product or service is designed for a niche
- 21. The people in that niche form a community
- 22. Give the community what it wants
- 23. You don’t need to be first or number one to succeed.
- 24. Give the community what it wants What purpose does your community have?
- 25. As an online community builder, what’s your role?
- 26. Uh, no ... you can’t own the community
- 27. you can only serve the community
- 29. If you want your community to talk, you have to make them ... You Love Hate ... yet never leave them indifferent
- 30. Value Title 0 1 2 3 4 5 6 7 8 9 10 Supermarket Building Society Car Manufacturer Bank Travel Agent Book Shop Electricity Provider Insurer Mobile Provider Phone Provider Gas Provider Web Company Water Provider Yet it is exactly there that most brands leave consumers ‘indifferent’ Health Service Local Council source: SRD GROUP
- 31. Tell me a story ... one that makes MY conversations more interesting
- 32. Make it about something I really care about Make it fun, credible and memorable Make it something I can easily tell others Be true, because I don’t like to look like a liar
- 33. Is your industry (or niche) community ready?
- 34. Answering these questions might help you get started. How does information flow in my industry? How big are these networks? Where do people get their information? Is my industry conservative? How do consumers interact in my industry? What influences my customers? Does information flow in a centralized way? Who influences my customers? Do they hangout in networks? Is my product/service risky?
- 35. Do Support open standards (rss, mashability, content, video, media) Love your 1% Be authentic Take a chance, let your community run with it Be awesome
- 36. Don’t Dip your toe in (you’re in, or you’re out) Attempt to be everything to everyone Force it Have your outcome planned Underestimate the commitment
- 37. When? Are you waiting for Web 4.0 ?
- 38. We Promise One Thing and Do Something Else 90% of businesses are unable to execute the strategy they have on paper of the workforce understands what 5% the strategy is 60% of organisations do not link budgets to strategy of organisations do not link 70% 95% of senior business leaders management incentives to strategies say Customer Experience is the next competitive battleground of executive teams spend less than 1 85% yet nothing happens hour per month discussing strategy
- 39. 24:7:365
- 40. The easiest and quickest way to get started.
- 41. The easiest and quickest way to get started.
- 42. A collaboration Thomas Purves Alain Thys Kim Sheehan Marketing3 University of Oregon Ben Kelly Jeff Brennan Empirical Laurel Papworth Apollo Ideas Creative Director Social Network Strategist ben.kelly@empirical.com Christina Wodtke Andy Howard Public Square Online Community Dude