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ENGAGING WITH THE
AUDIENCE?
@walterpike
Wednesday 24 November 2010
But its the wrong question
Wednesday 24 November 2010
How we make decisions
Wednesday 24 November 2010
Wednesday 24 November 2010
It just
feels
right
Wednesday 24 November 2010
Wednesday 24 November 2010
Brands are what you feel
Wednesday 24 November 2010
Who has owned a Nokia?
Wednesday 24 November 2010
2010
2009
Wednesday 24 November 2010
2010
2009
Wednesday 24 November 2010
Works best with
an audience
which is passive
and available
Wednesday 24 November 2010
So in walks a huge client
As an AD Exec - What would you do?
Wednesday 24 November 2010
Strategy
Wednesday 24 November 2010
Share of Voice =
Share of Mind =
Share of Market
Wednesday 24 November 2010
But the rules changed:
People are connected
Wednesday 24 November 2010
Changes the
economics
of publishing
Wednesday 24 November 2010
They self organise
themselves into groups
communities.
and decide where and
how they will interact
with brands.
Wednesday 24 November 2010
They trust
their friends
and people
like them
They don't
trust
advertising
and PR
Wednesday 24 November 2010
Wednesday 24 November 2010
Trust us
Wednesday 24 November 2010
www.brandseye.com
Twitter - Visuals
Wednesday 24 November 2010
www.brandseye.com
Visuals
Wednesday 24 November 2010
www.brandseye.com
Who Is Talking
ü Complaints board and Hello Peter together have
approximately 4% of the total conversation which
much higher than average
ü Negativity is still going through traditional channels
rather than – Tell Trevor.
ü Only 14% of the total conversation from Twitter
(typically we expect between 60% and 90%).
ü 338 different domains mentioned Cell C only
once. The conversation is highly fragmented and
that consumers are apathetic to the situation.
Wednesday 24 November 2010
www.brandseye.com
Over All Themes
ü The negativity online is an indication that the public have
developed a sense of mistrust and lack of confidence
when it comes to Cell C.
ü The use of words such as lying indicate that people have
been offended and do not appreciate the slap in the
face.
Wednesday 24 November 2010
Control like water
Wednesday 24 November 2010
You can’t force but you can
guide - by building a culture
Brand husbandry
Wednesday 24 November 2010
Position Influence
Find the talkers
Roles
Wednesday 24 November 2010
Give them
something to
talk about
Wednesday 24 November 2010
Give them a way to talk about it
Wednesday 24 November 2010
Wednesday 24 November 2010
Wednesday 24 November 2010

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Heavy chef Nov 2010 2