change reporter - marketing insights

8/9/2019 Change Reporter - Marketing Insights

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Retail: Restrospective 2007 | January 2008

arketing Insights:nsumer Engagement Marketing

ril 2010


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2010 Bates141 Singapore . All rights reserved. THIS DOCUMENT CONTAINS VALUABLE AND/OR COPYRIGHTED INFORMATION OF BATES141 SINGAPORE. IT IS CONSIDERED CONFIDENTIALINFORMATION AND MAY BE USED SOLELY FOR THE RECIPIENTS OWN PERSONAL REFERENCE. NO PART OF THIS DOCUMENT MAY BE REPRODUCED, ALTERED OR DISTRIBUTED TO ANY THIRDPARTY WITHOUT BATES141S EXPRESSED WRITTEN AUTHORIZATION.

Be s t p r a c t ic e s fo r

g e t t in g c o n s u m e r s in v o l v e d in y o u r c a m p a ig

n


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IntroductionMarketing Insights: Consumer Engagement Marketing31 March 2010Asian Civilisations Museum, Singapore

Julianatasha Salleh, Regional Account Coordinator,Bates141, Singapore

I attended the morning event with an eye to understanding the changingdynamics of engagement marketing which has made the pivotal shiftfrom mass media to social media. With the mind of a Web 2.0 consumer,the presentation I have put together captures the key ChangePoints I tookaway at the conference.

If you have any questions, you can contact me at [email protected]

WhatWhenWhereWho


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Event AgendaEvolution of consumer behaviour to engage today's consumersSam Gomez, managing director, Flamingo Asia Pacific

How New Media can drive customer engagement opportunities Aman Narain, global head of remote banking (online & mobile), Standard Chartereds Consumer Bank

What They Didnt Teach You In School about Social Media Agnes Tan, regional eBusiness & CRM manager, ClubMed

I Never Listen To My Mum, Why Shall I Listen To My Consumers? Alexandre Olmedo, chief executive officer & co-founder, Eyeka


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Whats in this Report?

Asia Going Online By The Millions- Youth Leading The Way- Asian Online Communities, Word of Mouth & What That Means for Brands

6 ChangePoint Opportunities From Mass Media To Social Media From Building Communities To Joining Existing Communities From Assuming To Listening From Censorship To Engaging & Responding Appropriately From Campaign To Ongoing Activity From Powerful Influencers To Brand Advocates


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Asia Going Online By the Millions

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The majority of the worlds internet users live in Asia,which is now home to 41% of the worlds online

population , as at the beginning of 2009.(Source: Comscore 2009)

650, 361, 843 internet users in Asia , of which over 298million are in China

(Source: ADMA, 2009)

Singapore: one of the highest internet usage rates in theregion with 84.1% population connected

(Source: ADMA, 2009)


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Youth Leading the Way

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Internet penetration is growing in Asiawith youth in emerging marketsleading the way .

64% of Chinese youth aged 15 to 24indicate that they cannot live without the Internet.(Source: Synovate 2010)

Young Singaporeans spend 12.6 hoursa day on average using a wide variety of media (web surfing, video gaming,texting, etc.).(Source: Synovate 2009)

Social networking is big in Asia. Morethan 450 million consumers across theregion participate in social media .(Source: OgilvyOne 2009)


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Asian Online Communities,Word of Mouth & What That Means

For Brands

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Such is the pull of social media in Asia that 7 out of the worlds 10 top markets that rely most onrecommendations from consumers are in thisregion.(Source: OgilvyOne 2009)

According to one survey, 51% of Singaporeans

trust a blog as much as they do traditionalmedia . Googles Blogger platform now ranks 5 th in the top 100 most visited sites for Singapore.(Source: OgilvyOne 2009)

More Chinese actually have become bonafidebloggers themselves however as much as 162million now consider themselves bloggers .(Source: ChinaInternetWatch.com/CNNIC 2009)

Xiaxue is one of Singapores popular bloggers


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From Mass MediaTo Social Media

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Engagement Marketing is premised upon transparency,interactivity, immediacy,facilitation, engagement, co-

creation, collaboration,experience and trust thesewords define the migration frommass media to social media

- Alan Moore, founder,Engagement CommunicationConsultancy, SMLXL


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Pepsi Drops Superbowl ToFocus on Facebook

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The beveragebehemoth decided to

forgo advertising,during the Super Bowl(a first since 23 years)to focus its energy andmoney on new media instead.

The Pepsi Refresh

Project will featuresocial-networkingcampaigns thatleverage theparticipate/contribute-and-vote-online model.


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From Building Communities To Joining Existing Communities

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Communities already exist.Instead, think about how you canhelp that community do what it wants to do.

- Mark Zuckerberg, founder,Facebook

S d d Ch d U F b k


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Standard Chartered Uses Facebook

to engage community in onlineactivities

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Facebookpagefacilitatescompetition


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Standard Chartered Uses Twitter to participate in communitys

conversations

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Standard Chartered uses Twitter to make conferences more engaging.With over 200 participants, 789 tweets were generated. The bankingcommunity was able to participate actively with questions throughvoting and supporting their peers opinions.


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Coca-Cola & Eyeka encouragesuser-generated content for TV ad

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Winning TVC

[User]-generated media aresiphoning attention fromtraditional media and creatingnetworks of influence amongconsumers .

- Brian Haven, former senior analyst, Forrester


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From Assuming To Listening

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Brands must listen to getdeep insights of theirwants, unmet needs andchallenges.

Listening can help brandsto redefine theirrelationships with theconsumer and bring thelatters voice into thebrand.

Paying attention to what

they want can help youunderstand shifts inconsumers lifestyle andperspective .

After all, every goodconversation starts withgood listening .


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Club Med is Listening

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Club Meds primaryfocus is to createthe perfectambience forcouples whereastheir customerschoose Club Medbecause of the widerange of activitiesthat are madeavailable at theirresorts.

Had Club Medassumed what theirconsumers want,their brand wouldnot be aligned totheir consumers


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From Censorship To Engaging Appropriately &

Effectively

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Brands are keen to leverage on socialmedia but at the same time, it can be anegating influence that is very powerful: it can alter the course of mega corporationsin a matter of days .

And censorship in the age of information isa big no-no for vocal netizens.

So how should brands react in the face of harsh criticism online? Censor? Ignore?Respond?

As for Nestl, it remains to be seen howquickly it can recover its Facebook profile.

Although its worth pointing out that, quiteaptly, it changed the corporate statement on its page to read: Social media: as youcan see were learning as we go .


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Some Facebook users replaced theirprofile pictures with the "Killer" logoand posted negative commentsabout Nestl on its Facebook fanpage.

The postings continue, with many of them encouraging a boycott of Nestl products . Nestl toldFacebook users it would delete theircomments from its Facebook page if they included the altered logo.

Social-media experts say that onlyincited the protesters . Nestl's fanbase on Facebook, now mostlyprotesters, swelled to more than95,000 .

Nestles Censorship Gone Wrong


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Guardians Censorship To Rectify

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Guardian published Max Gogartys blog, a 19 year old gap yearstudent who went backpacking to India, who incidentally wasthe son of Paul Gogarty, a travel editor.

Over 94,000 comments were screaming nepotism & lack of talent that appeared not only on his blog, but on scores of message boards and social networking forums like Facebook:

saxonwhittle said:Oh God, please spare us from poor little middle-class children trying to tout themselves onDaddys/Mummys newspaper, so they can follow intheir parents footsteps.

Guardian took the decision to close the comments , citing:As we are increasingly having to take down vicious

personal abuse directed against the writer, in opencontravention of the community standards, thisdiscussion will shortly close. But thanks for thesuggestions that we did receive, and for your criticisms,which have been noted.


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Club Meds Observation Approach

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TripAdvisor is a travel guide thatallows consumers to get realinformation, advice and opinionsfrom millions of travellers to plantheir own trips. This onlinecommunity is rich with honest andunscripted insights and experiences.


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Club Meds Observation Approach

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Even thoughthere werenegative reviewson

TripAdvisor.com,Club Med chosethe observationapproachbecause theyhave happycustomers tospeak up forthem in theonline forum.


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Toyotas Engage & RespondApproach

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An e-mail from Digg.com displayed avery public, transparent approach by

Toyota to address consumer concernover the Toyota recall. Digg even hosteda live video interview with Jim Lentz,CEO of Toyota on a feature called DiggDialogg. Users can submit questions for

Jim Lentz and the most popular, or Dugg,will be used.


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How To Engage & RespondAppropriately

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Socialmedia

postingidentified

Is itpositive?

yes

Do youwant to

respond?

Respondwith further

usefulinformation

ye

s

no

noNo

response.Monitor sitefor furthercomment.

Bashing&

degrading

others?

Flaw,rage,

joke?no

yes

Noresponse.

Monitor sitefor furthercomment.

Factuall

ywrong?no

yes

Respondwith factualinformation

no

Justifiably

unhappycustome

r?

no

Decidewhether to

suspendbased on

circumstance

yes

Rectify thesituation,respond &

act withresponsible

solution

Conversation response guidelines: Transparent Timely and well-crafted Friendly & respectfultone Have a point

of viewSource: Upstream

Asia


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From Campaign To Ongoing Activity

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The reason social media is sodifficult for most organisation isits a process, not an event

- Seth Godin, author &influential blogger

Toyota Uses Twitter as a platform


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Toyota Uses Twitter as a platformforongoing conversation with theirconsumers

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Toyota is also making great use of Twitterby updating actively on its progress.

Its apparent from the account itself that Toyota already had a social mediapresence and strategy in place (looks likea whole dedicated team, in fact), so whencrisis hit, they didnt have to scramble tocreate a social media presence torespond.


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From Powerful Influencers To Brand Advocates

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Powerful influencers coupledwith social media can becomestrong brand advocates .

These special group of consumers are not onlypassionate about the brand, butthey are also the most loyalcustomers as well. With theirlarge circles of influence , theypersuade other onlookers bycreating awareness and buzz.


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ClubMed has Jaymee Ong aspowerful brand advocate

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ClubMed has Melody Chen aspowerful brand advocate

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Social media engagement has tobe part of the overallcommunication strategy , becauseconsumers have access tomultiple channels with multipleneeds at different stages of theirlives.

Brands must also join existingcommunities , engage and respond

appropriately , use social media asan ongoing activity , listen to whatconsumers want and leverage onpowerful brand advocates .

In summary,

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Thank You!

Eager to continue the conversation?Contact Julianatasha Salleh

Regional Account Coordinator

Bates141 SingaporeE-mail: [email protected] Telephone: +65-6393 5112

Mobile: +65-8222 4574

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