In changing market times, we need to STOP COLLABORATE & LISTEN if we are to close the gap between marketing and research. This presentation was delivered at Marketing Week 2009 in Adelaide

1. What can marketing learn from
VANILLA ICE
closer customer connections in
changing times
Peter Harris
Managing Director
Colmar Brunton
http://www.flickr.com/photos/eboman/395968846/

2. Peter Harris
Managing Director @ Colmar Brunton
AUDITOR marketing RESEARCH
Family man AMSRS aussie NEW MEDIA
building relationships ASHES TRAGIC

3. “Stop, Collaborate and Listen” – Vanilla Ice

4. Stop. Collaborate. Listen.

5. Past

8. Today

9. Some inconvenient truths
“In most categories a brand’s market share is stationary”
4 out of 5 categories seen as increasingly homogeneous
3x $ spent on discounting as ‘brand building’ in fmcg
0.5% average click-thru rate for banners
Less than 1 in 10 ads seen as different
4% response rate successful in DM
Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey

10. Brands that engage in social media are winning
Brands fall into one of four
engagement profiles…. Mavens have experienced better
revenue growth (last 12 mths)
Source: The world’s most valuable brands. Who’s most engaged? Ranking the Top 100 Global Brands Report, prepared by Altimeter and Wetpaint

11. Old way

12. New way

13. brands must go beyond broadcast

14. and become “facilitators”

16. Stop. Collaborate. Listen.

17. collaborate
Invite them in. Treat them as collaborators. Harness their
collective intelligence. Give them a role in helping the brand
succeed and a chance to become visible to their community.

19. collaborate

21. If what we’re doing is right,
and if we give them the tools,
young people will do the marketing and
organising for us
(and be better at it than we are)

22. http://au.youtube.com/watch?v=Y0SOXW_K56w

23. • 70,000 ideas in first year
• Free coffee for Gold Card members on their birthday
• Starbucks VIP card
• Buy coffee beans, get a free cup of coffee

24. • Get (free) help, advice & support in planning kitchens, offices, wardrobes eetc..
• Employee and fan community - 100,000+ members, 4 yrs old
• Community donations + ad revenue funding model
• Reward participation with Ikea gift cards

25. Results

26. “
Consumers are beginning in a very real sense to
own our brands and participate in their creation.
We need to learn to let go.
- A. G. Lafely, Chief Executive at Procter & Gamble

27. Why they will collaborate?
connect
useful
educate
entertain
Source: PHD

28. Stop. Collaborate. Listen.

29. Listen
Talk with customers in context. Listen to their
ideas before they get skewed. Uncover issues,
focusing on how people feel.

30. “In the old days, brands wanted everybody to pay
attention to them. Now brands need to pay attention to
everybody else.”
-Anonymous

31. listen

32. “
We’ve been voted the best marketer of the 20th
century. But that’s because we were the biggest
shouters. In the 21st century, we want to be the best
listeners.
- Greg Icenhower, P&G, director
of corporate communications

33. Social Media Monitoring Tools
Social Media Buzz Monitoring
1. Free Alert Systems
2. Paid Analysis Dashboard
3. Full Service Insights Partners

34. REACH
How many people are we reaching?
METRICS: [example metrics: unique views]
INTERACTION
How are people interacting with us?
METRICS: [example metrics: video plays]
ENGAGEMENT
How many are becoming part of our community?
METRICS: [example metrics: user-generated content]
INFLUENCE
How are we changing user action or opinion?
METRICS: [example metrics: conversation tone]
EXPOSURE
How are users extending the reach of the program?
METRICS: [example metrics: online buzz]

35. Online Customer Community
• Continuous connection to your customers
• 300–500 invitation-only members in a room
Discussion Journals
Quick Polls Mystery shopping
Online chat Scrapbook
Brainstorm Immersion
Use photos Twitter
Video Off-line events
Survey

36. Problem
• Developed new brand ad in 5
days with Branson
• Concerned new brand ad was to
risqué
• Validate with prospects fast
Solution
• Tested ad in online community
among young flyers
• Positive response / low risk
• Turned results in a few days
• Cost effective

37. Community at a glance
• Launched November 08 / 1,000+ members
• Private online community for Hyundai owners or inner circle of trusted advisors
• Recruiting through existing customer base + “hand-raisers” that attend industry events like auto shows
• Activities focus on two initiatives. The first expanding the brand with the new Hyundai Genesis vehicles. The second is Blue Drive,
Hyundai’s new initiative to produce eco-friendly products

38. ‘Listening is the new marketing’, Chris Brogan

39. 7 Secrets of Vanilla Ice Marketing

40. 1. Make your own game
• Stand out
• Don’t play by other people’s rules

41. 2. Build a Posse
• Make friends / connect
• Insiders advantage / outsiders can’t buy influence
• Create a big F’n network

42. 3. Spin off
• The Archimedes Effect / Leverage
• Build off previous success

43. 4. Throw Awesome Parties
• Be a great party host
• Invite them to participate and mash their own content
• Connect , network and help build relationships

44. • Provide opportunities to participate
• Don’t force the conversations but help it along
• Share instead of hoard

45. • Put on & play a constructive role in offline events
• Add value to the community experience
• Capture content and 3rd party perspectives on your community topic

46. • Pay your dues - consistency and authenticity
• Be open to criticism and admit when you are wrong
• Have a higher purpose

49. Peter.harris@cbr.com.au
twitter.com/peteraharris

50. Appendix