Heavy chef Nov 2010 2

ENGAGING WITH THE
AUDIENCE?
@walterpike
Wednesday 24 November 2010

But its the wrong question

How we make decisions

It just
feels
right

Brands are what you feel

Who has owned a Nokia?

2010
2009

Works best with
an audience
which is passive
and available

So in walks a huge client
As an AD Exec - What would you do?

Strategy

Share of Voice =
Share of Mind =
Share of Market

But the rules changed:
People are connected

Changes the
economics
of publishing

They self organise
themselves into groups
communities.
and decide where and
how they will interact
with brands.

They trust
their friends
and people
like them
They don't
trust
advertising
and PR

Trust us

www.brandseye.com
Twitter - Visuals

www.brandseye.com
Visuals

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.

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.

Control like water

You can’t force but you can
guide - by building a culture
Brand husbandry

Position Influence
Find the talkers
Roles

Give them
something to
talk about

Give them a way to talk about it

Heavy chef Nov 2010 2

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