marketing in social media according to the perfect storm
DESCRIPTION
How to tap in to the two mega trends; digitalisation and the fact that non professional creates products. Peter Svarre book Den Perfekte Storm (The Perfect Storm) gives answers on how to move your business to a position where you can take advantage of the trends and make your more visible in social media.TRANSCRIPT
An interpretation of Peter Svarre’s book “The Perfect Storm”By Martin Bille-Hansen
Peter SvarreReception @Gyldendal
Walk the talk
Marketing of the book Network on Facebook got involved in the production
Commented on the different chapters and provided cases (even finding Peter a room in Barcelona).
The reception as more than a physical event for the in-crowd A drink in the bar “cost” a post on Twitter, FB (Vodka RedBull) or
Instagram (GinTonic) PR
Reviews in the dailies Endorsements by Tim Frank Andersen etc.
Engagement / Co-creation Barcodes in the physic book lead you to a website with comments. Twitter discussion. Facebook discussion
Co-creation The comments could inspire Peter to write a new book
The Perfect Storm
Mass Customisation
The Eye of the Perfect Storm
Traditional Economy
Digital Professional
Services
Non professional creates products
Only professional creates products
Digital EconomyPhysical Economy
The Perfect Storm
Customised physical products (NIKE)
Music, Books, Blogs
(Wikipedia)
Pharma, Cargo
(NOVO)
Finance, Investment (Nordea)
Non professional creates products
Only professional creates products
Digital EconomyPhysical Economy
The nature of Social Media, enduser… The end user is involved in Social
Media to:EngageBuild her imageInvestigateEntertain herselfFeel good (Dan Pink, not Peter Svarre)Do good (Dan Pink, not Peter Svarre)
Intrinsic vs. Extrinsic
Motivators
The nature of Social Media, Business…. Companies can have four strategies for
entering Social Media:1. Listen
2. Communicate
3. Engage
4. Co-Create
How to engage
Around evaluation and suggestions for improvement
Around service Around the use of the product Around the conversation about the
product Around the production of the product
SOCIAL MEDIA FOR
LOW INVOLVEMENT PRODUCTS
Case:Energi Nord
Background
Liberalization of the DK Energy market Consolidated companies Energy is a commodity No differentiation on product No USP Low costumer involvement
Concept
Four different organisations in the Aalborg area joined up to create a project that could help people in Uganda
The help consist of a program that provide solar driven lamps to small villages in Uganda.
Concept partners…
“Lys I Afrika”
“Energi Nord”
“Aalborg Zoo”
“Den Afrikanske Landsby”
“Nordisk Folkecenter
for Vedvarende
Energi”
How to sign up for the program..
Media channels
A dedicated websitewww.lysiafrika.dk
Facebook sitewww.facebook.com/lysiafrika
Video sitewww.Energinord.tv
PR for the project..
User involvement
InvolvementFacebook: After a few days, more than
20.000 likes, now more than 167.000○ Trigger: for every 25 likes, a new lamp is
shipped to Uganda
Co-CreationUsers come up with project development
such as programs for collecting used batteries and repairing lamps.
Effect
User involvement en mass, but more important…Energy Nord was able to launch an
additional energy product.For the new energy product the customers
pay 2 øre / kilowatt hour to support the Uganda “fix the broken lamp”-program.
Why it isn’t enough to be non professional
Case Universal Music, by Morten Remmer
Non professional vs. professional
Professional:Economy of ScaleSpecialist on all places
○ PR○ Tour planning○ Etc.
Large volume = good deals with radios etc.
Focus
Value chain by the classic record company
AR Production PR SALE / KAM
Back office and administration
Value chain by the modern record company
PR SALE / KAM
Back office and administration
Or….
PR
Back office and administration
Conversation modelBy Peter Svarre
To communicate in Earned media, A
Plan A Identify areas within the organization that
are interesting for customers or potential customers.
1. Identify employees passionate about their job within those areas
2. Identify employees that want to communicate
3. Identify media that might find it interesting to listen
4. Give the employees guidelines (not too strict) on how to communicate.
To communicate in Earned media, B
Plan B If the company has difficulties to identify
areas within the organization that are interesting for customers or potential customers, then..1. Identify employees passionate about their
job, test if their passion can be communicated and whether is enough to create interest in Earned media
Deportalised Universe Earned media like:
Wikis, Blogs, Micro media, Social Networks, Twitter, Video/Photo sharing, User reviews, Price comparison sites.
To navigate on earned media, you need to:Understand your target groupIdentify the correct media platformCommunicate in the right languageHave something interesting to say
Conversation model
Potential for supported conversation•Make your product more interesting
•Create new products•Motivate people to talk about your product when they use them
High Potential for conversation•Choose the right platform•Talk the right language
Low Potential for conversation•Make your products more interesting
•Make the product digital•Create a bridge to the digital world
Potential for conversation, but it needs to be framed•Make the product digital•Create a bridge to the digital world
Source; Peter Svarre “Den Perfekte Storm”, 2011
Digital Products
Physical Products
High Involvement
LowInvolvement
..for the south / west corner
Products might be low involvement for potential customers, but high involvement for existing customers, so make them your ambassadors e.g.:
○ open costumer support○ open costumer dialog
Products might be low involvement, but other parts of the company might caught interest among potential customers e.g.:
○ Unique working culture○ Visionary production process
LowInvolvement
Physical Products
..for the north / west corner
Bring customers to the social media to talk about the product e.g.:
○ A mail to the customer right after purchase with a link to a review site.
○ Award customers for sharing experiences (e.g. psd2html)
Create trial versions or freemium products with built in conversation functionality e.g.:
○ Award customers for getting new members (e.g. Dropbox).
Digital Products
LowInvolvement
..for the south / east corner Give customers the tools to
share at the moment when it is most appropriate e.g.:
○ Provide your product with a Twitter #
○ Build augmented reality around your product (e.g. Nykredit app)
Listen to what people are saying about your products or your market on the social media, and get involved e.g.:
○ Let customer support be proactive and communicate before the customer comes to you (e.g. Telmore)
High Involvement
Physical Products
..for the north / east corner Engage with your
customers on the different social platforms, but be aware that your customers might be demanding in terms of when and how you approach them. e.g.:
○ Slow response time on e-mail correspondence
Digital Products
High Involvement
Exercise;How to move brands to the The Perfect Spot
Potential for supported
conversation
High Potential for conversation
Low Potential for
conversation
Potential for conversation, but it needs to be framed
Source; Peter Svarre “Den Perfekte Storm”, 2011
Digital Products
Physical Products
High Involvement
LowInvolvement
Exercise; Frame
8 groups 1 brand category for 2 groups 30 min group work Write the presentation in Google Drive:
https://docs.google.com/presentation/d/12Uc7oPpJeg3dVKHtvC74nSfw1gON9UuaUb8fZHjHeV4/edit#slide=id.p
Take Away from The Perfect Storm
A)People want to be involved and create their own product
B)More and more products become digital
C)The storm will move brands to the north/east corner where products are digital and involving.
D)Provide customers and employees with tools to digitalised the product, or part of it.
Thanks for listening