Contenu connexe Similaire à Spontaneous conversations (19) Plus de Ian Fenwick, Digital Marketing (20) Spontaneous conversations1. digiAindra
The
Social
Media
Conversa2on
Ian
Fenwick
Founding
Partner
digiAindra
co
ltd
Advisor,
Sasin
Graduate
Ins2tute
of
Business
Administra2on
Presented
at
Asia
Publishing
Conven4on,
Bangkok,
Thailand
July
8,
2011
Copyright
©
ian
fenwick.
All
rights
reserved
2. The quote’s from the digiAindra
“
subheader for this session,
started me wondering WHY open
brands are so frightened. exchange
But I guess a harangue is less
scary…but much less without
effective.
Recognize this still? From the gatekeepers
Mac launch in 1984 frightens
brands
Copyright © ian fenwick. All rights reserved
3. This is how many marketers still see theirdigiAindra
digiAindra
market, they even call them targets.
Static non-participatory, recipients of
whatever you throw at them
Copyright © ian fenwick. All rights reserved
3
5. digiAindra
Tradi4onal
4
P’s
Product
Price
Promo4on
Place
the traditional 4Ps are supplemented by a new 4Ps
Copyright © ian fenwick. All rights reserved
6. With
the
5th
P,
privacy,
lurking
as
a
major
issue
for
marketers
7. digiAindra
Social
media:
pure
par4cipa4on
people sharing content with people
creating content for people
people helping each other;
and bypassing traditional
marketing…like yours
Copyright © ian fenwick. All rights reserved
8. digiAindra
traditional marketing was a
monologue marketers talked,
people listened (maybe)
people are tired of monologues, they want
dialogues
social network marketing is a
series of conversations
Copyright © ian fenwick. All rights reserved
9. digiAindra
Can’t
I
avoid
social
media?
§ people can write whatever they want
– that’s how you find what they really
think
– that’s how you build trust
– that’s how you improve
§ it’s a “referred pain”
– social media doesn’t cause complaints
– your lousy service does that
– it’s just where the complaint is expressed
– AND where it can be dealt with
Copyright © ian fenwick. All rights reserved
10. digiAindra
Can’t
I
avoid
social
media?
the p ath to
r is
“ Fea ide.
the
Fe
A
d ark s
ar le
nger
ads t
leads
o ang
to ha
er.
te.
ds to
Ha te lea
fering ar W
ars
, St
suf Yoda
Copyright © ian fenwick. All rights reserved
11. digiAindra
1. “Conversation is
the new attention
People talking about your
message, whether physically Christopher Fahey &
or digitally, shows you have Timothy Meaney
A List Apart, April 19 2011
their attention…that’s what
we want: engagement
http://www.alistapart.com/articles/conversation-is-the-new-attention/
Copyright © ian fenwick. All rights reserved
12. digiAindra
Of course it s
not always good
attention
Copyright © ian fenwick. All rights reserved
13. digiAindra
This is the disgusting Dominos people video
If you really want to see it look here
http://www.metacafe.com/watch/2707445/disgusting_dominos_people/
http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html
Copyright © ian fenwick. All rights reserved
14. digiAindra
And the reply from the CEO you can probably find
here, http://www.youtube.com/watch?v=dem6eA7-A2I
many think it’s not too authentic
The Australian counterpart, not too different, is here
http://www.youtube.com/watch?v=PfNM4kLczUI
http://www.goodasyou.org/good_as_you/2009/04/video-let-the-dominoes-appall.html
Copyright © ian fenwick. All rights reserved
16. digiAindra
Embedded over
90,000 times
It’s a different issue, but a much more authentic apology,
and he gets in several plugs for the store’s address
You can see the video at http://www.viddler.com/explore/dpzramon/videos/19/
Copyright © ian fenwick. All rights reserved
17. digiAindra
and sometimes
it will be very
bad
Copyright © ian fenwick. All rights reserved
18. This is Greenpeace’s viral video about digiAindra
KitKat and palm oil. You can see it here
http://www.youtube.com/watch?v=VaJjPRwExO8
http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
Copyright © ian fenwick. All rights reserved
20. digiAindra
March
19,
2010:
Damage
control?
After Nestle got
YouTube to ban the
video (assuring
more uploads and
record views!),
Greenpeace had
their people ‘fan’
Nestle on FB…
where the
moderator
proceeded to abuse
critics, and delete
http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736 posts
Copyright © ian fenwick. All rights reserved
21. digiAindra
March
19,
2010:
Damage
control?
After a couple of days, pages
of posts, the moderator went
quiet…and then apologized.
Really sad thing is that
apparently Nestle were trying
to remove the palm oil…but
completely failed to engage
the critics; to harness them;
to be seen to be trying hard
http://www.facebook.com/Nestle?v=feed&story_fbid=107128462646736
Copyright © ian fenwick. All rights reserved
23. digiAindra
So when the palm oil was
indeed dropped from KitKat,
it was seen as a victory for
Greenpeace, not a
http://www.greenpeace.org/international/campaigns/climate-change/kitkat/
responsible action from
Nestle
Copyright © ian fenwick. All rights reserved
24. digiAindra
When things go wrong,
and they will, you have
to say sorry. And
hopefully have a policy
to show people that
they will be
recompensed
http://mashable.com/2011/06/09/brands-twitter-success/
Copyright © ian fenwick. All rights reserved
25. digiAindra
http://www.jetblue.com/about/ourcompany/promise/index.html
Copyright © ian fenwick. All rights reserved
27. digiAindra
consider
aware
like
engaged
ready to
act Marketers have
ACTION talked about the
Sales Funnel for
loyal quite a while. And
started to see the
value of brand
advocate
Copyright © ian fenwick. All rights reserved
advocates
28. Now we’re starting to realize digiAindra
it’s not a funnel…it’s a
megaphone to help
advocates get the word out to
others…the Social Media
Megaphone
consider engaged
ACTION
advocate
ready to
act
aware like
Social Megaphone
Copyright © ian fenwick. All rights reserved
29. digiAindra
get that social
media megaphone
working
For you
Copyright © ian fenwick. All rights reserved
30. This is a summary of the award digiAindra
winning campaign from
McCann Romania.
A perhaps high risk strategy to create uproar
in social media, and rekindle patriotism, by
temporarily repackaging a patriotic product
in the US flag.
You can see it at
http://www.youtube.com/watch?
v=Tt9NBtW4sbA&feature=player_embedded
http://www.youtube.com/watch?v=Tt9NBtW4sbA&feature=player_embedded
Copyright © ian fenwick. All rights reserved
31. digiAindra
Part 1 conversa4on:
new
aPen4on
Part 2 authen4city
is
all
Part 3 engage
don’t
enrage
Part 4 social
media
megaphone
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32. www.Twitter.com/DrIanFenwick digiAindra
www.About.Me/IanFenwick
www.SlideShare.net/ian.fenwick
Copyright © ian fenwick. All rights reserved