heavy chef nov 2010 2
DESCRIPTION
Engagement - its about the audienceTRANSCRIPT
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ENGAGING WITH THE AUDIENCE?
@walterpike
Wednesday 24 November 2010
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But its the wrong question
Wednesday 24 November 2010
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How we make decisions
Wednesday 24 November 2010
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Wednesday 24 November 2010
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It just feels right
Wednesday 24 November 2010
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Wednesday 24 November 2010
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Brands are what you feel
Wednesday 24 November 2010
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Who has owned a Nokia?
Wednesday 24 November 2010
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2010
2009
Wednesday 24 November 2010
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2010
2009
Wednesday 24 November 2010
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Works best with an audience which is passive and available
Wednesday 24 November 2010
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So in walks a huge client As an AD Exec - What would you do?
Wednesday 24 November 2010
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Strategy
Wednesday 24 November 2010
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Share of Voice = Share of Mind = Share of Market
Wednesday 24 November 2010
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But the rules changed:
People are connected
Wednesday 24 November 2010
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Changes the economics of publishing
Wednesday 24 November 2010
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They self organise themselves into groups communities.
and decide where and how they will interact with brands.
Wednesday 24 November 2010
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They trust their friends and people like them
They don't trust advertising and PR
Wednesday 24 November 2010
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Wednesday 24 November 2010
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Trust us
Wednesday 24 November 2010
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www.brandseye.com
Twitter - Visuals
Wednesday 24 November 2010
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www.brandseye.com
Visuals
Wednesday 24 November 2010
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www.brandseye.com
Who Is Talkingü 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
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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
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Control like waterWednesday 24 November 2010
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You can’t force but you can guide - by building a culture
Brand husbandry
Wednesday 24 November 2010
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Position Influence
Find the talkers
Roles
Wednesday 24 November 2010
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Give them something to talk about
Wednesday 24 November 2010
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Give them a way to talk about it
Wednesday 24 November 2010
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Wednesday 24 November 2010
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Wednesday 24 November 2010