1. Harness Online Social Networks
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2. Good self-
image ≠ good
social image
自我感覺良好
社會觀感欠佳

3. “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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4. Survey?
Creativity?
Interview?
4

5. Commercial?
5

6. • Customers are
redefining
your brand
image
• Brand
management
• Online
reputation
management
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7. 7

8. 8

9. SOCIAL TECHNOGRAPHICS PROFILE
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10. Social
technographics
Ladder
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11. Use of Social technographics Profile
• To understand how social technologies are
being adopted by any group of people
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12. STP Example
37
Creator 41 %
18 Female Male US Adults
37
Critics 45
25
16
Collectors 29
12
58
Joiners 59
25
60
Spectators 67
48
28
Inactives 22
44
0 10 20 30 40 50 60 70 80

13. International Comparison of STP
Metro 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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14. L.L. Bean versus Toys “R” Us
29
Creator 26 Toys "R" Us
18
38 L.L. Bean
Critics 34
25
US Adults
22
Collectors 25
12
36
Joiners 25
25
64
Spectators 60
48
31
Inactives 36
44
0 10 20 30 40 50 60 70
14

15. 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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16. STRATEGIES FOR TAPPING THE
ONLINE SOCIAL NETWORKS
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17. POST
four steps of the strategic planning for
Harnessing the OSN
Objectives
• What are you
customers ready Technology
for? • What are your • How do you want
• How will your goals? relationships with • What applications
customers • Marketing or PR? your customers to should you build?
engage? • Most customers change?
or special
segments?
People • Internal or
Strategy
external?
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18. 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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19. LISTENING
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20. 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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21. 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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22. Use SNS to Get
Stream of Insights
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23. Listening strategies
• Set up private communities
• Begin brand monitoring
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24. Set up private communities
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25. Private Community Case
National Comprehensive Cancer Network
(NCCN,) USA
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26. 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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27. What does a private community do?
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28. What customers want or need? Principles of Private Communities
• Customers need intimacy. • INVITE THE RIGHT
• Customers want respect. PEOPLE, KEEP IT PRIVATE
• Customers want empathy. AND SMALL.
• Customers want to have • VIEW MEMBERS AS
good start. ADVISORS TO THE
COMPANY.
• Customers need
encouragement. • FIND THE SOCIAL
GLUE, MAKE IT MEMBER-
CENTRIC.
• WORK AT BUILDING THE
COMMUNITY.
• BE GENUINE, ENCOURAGE
CANDOR.
Lessons from Communispace 28

29. What customers want or need? Principles of Private Communities
• Customers do not want • JUST PLAIN ASK.
over-elaboration. • PAY EVEN MORE ATTENTION
• Customers want to TO WHAT MEMBERS
participate (in their own INITIATE.
ways.) • DON’T SQUELCH THE
• Customers want you to NEGATIVE.
solve the problems. • DON’T ASK TOO
• Customers can become MUCH, TOO OFTEN.
fatigued. • USE THE RIGHT MIX OF
• Customers are diversified. TECHNOLOGIES AND
METHODOLOGIES, AND
KEEP EXPERIMENTING.
Lessons from Communispace
29

30. Give customers sense of self in your brand.
30

31. Begin brand monitoring
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32. OSN brand monitoring methods
Click
ME!
32

33. Brand Evolution
33

34. 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. 34

35. 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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36. 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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37. Brand Monitoring and Emergence
Marketing
Branding is more like politics today.
37

38. Brand Monitoring Case
Mini USA
38

39. Mini USA
• What the owners love their cars?
• How the company took advantage of the fact
that Mini owners love their cars?
39

40. Mini USA
• The company found out that Mini owners
would rather see themselves as members of
an exclusive club of people who belonged
together.
40

41. Mini USA
• Marketing to their own owners! – to spur
WOM marketing
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42. 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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43. 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.
43

44. Social Technographics Profile and
Listening
• High percentage of creators and critics (> 15%)
– branding monitoring
• Less than 15% – private communities
44

45. TALKING
45

46. Marketing Funnel
Marketers have little control
over what happens in the
middle stages, but the
influence of the online social
networks is heaviest here.
46

47. Marketing Funnel
47

48. At the beginning of the funnel
• Youtube
– Ex., Blendtec’s Will It Blend
• SEM (Search Engine Marketing) – paid search
48

49. 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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50. In the middle of the funnel
• Blogs/microblogs/webinars
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51. ENERGIZING
51

52. Why Word of Mouth marketing works?
• It’s believable
• It’s self-reinforcing
• It’s self-spreading
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53. Why Word of Mouth marketing works?
53

54. 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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55. Energizing considerations
• Which strategy is the best for us?
• Where are our customers in the social
technographics profile?
Creators
Critics
Collectors
Joiners
Spectators
Inactives
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56. 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.

57. Energizing considerations
• Joint a community?
Or hire someone to
build our
community? Build
our own community
(offline)?
57

58. SUPPORTING
58

59. Cases of supporting
• CarePages (offline)
Click
ME!
59

60. EMBRACING
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61. Corporate Ideagora
• Salesforce.com community (offline)
• What is Salesforce.com?
• Dell’s IdeaStorm (offline)
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62. Another way to look at private
community
62

63. HOMEWORK
63

64. Chinese Version
64

65. English Version
65

66. My Version
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