nma live - demystifying engagement
DESCRIPTION
I gave this presentation today on behalf of 1000heads at the NMALive event: Online Engagement: Demystified. See what you think...TRANSCRIPT
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NMA Live: Engagement DemystifiedFriday, January 22nd 2010
James Whatley@whatleydude
1000heads – The Word of Mouth People @1000heads
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ENGAGEMENT BEYOND
ADVERTISING:
IDENTIFYING AND EVALUATING
ENGAGED CUSTOMERS IN
THE SOCIAL SPACE
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HelloHi
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Hello
Hi
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Hello
Hi
HelloHi
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SOCIAL
SPACES
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What about them…
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They’re here…
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…and here
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Online / Offline
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Online / Offline
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SOCIAL
SPACES
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Hello
Hi
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CONVERSATION
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“A trusted referral from a non-
branded, independent entity is more powerful than any amount of advertising, marketing or PR.”
- Blake Chandlee, Facebook
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ENGAGEMENT
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What is an engaged user?
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What is an engaged user?
Emotional involvement can be measured via:
•Participation behaviour (initial, sporadic, sustained)
•Participation type (comment, repost, social bookmark)
•Polarity of content
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Advocate
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Detractor
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Expert
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Newsbreaker
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Emerging
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How do we find them?
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How do we find them?
Monitoring…
…monitoring…
…more monitoring
MONITORING THE INTERNET
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Advocate
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Building advocacy: sample journey
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Building advocacy: sample journeyEm
oti
onal in
dex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
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Building advocacy: sample journeyEm
oti
onal in
dex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a brand in an online conversati
on
Spark(advertising, in-
store, launch anticipation, digital
campaign)
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Building advocacy: sample journeyEm
oti
onal in
dex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a brand in an online conversati
on
Profiling / understandi
ng
Spark(advertising, in-
store, launch anticipation, digital
campaign)
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Building advocacy: sample journeyEm
oti
onal in
dex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a brand in an online conversati
on
Direct engagement phase
Profiling / understandi
ng
Spark(advertising, in-
store, launch anticipation, digital
campaign)
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Building advocacy: sample journeyEm
oti
onal in
dex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a brand in an online conversati
on
Profiling / understandi
ng
Spark(advertising, in-
store, launch anticipation, digital
campaign)
Ignition
Direct engagement phase
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Building advocacy: sample journeyEm
oti
onal in
dex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a brand in an online conversati
on
Profiling / understandi
ng
Personal and relevant
conversational marketing
Spark(advertising, in-
store, launch anticipation, digital
campaign)
Ignition
Direct engagement phase
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Building advocacy: sample journeyEm
oti
onal in
dex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a brand in an online conversati
on
Profiling / understandi
ng
Advocacy, peer
recommendation, purchase
strength
Personal and relevant
conversational marketing
Spark(advertising, in-
store, launch anticipation, digital
campaign) Direct engagement phase
Ignition
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Building advocacy: sample journeyEm
oti
onal in
dex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a brand in an online conversati
on
Profiling / understandi
ng
Advocacy, peer
recommendation, purchase
strength
Personal and relevant
conversational marketing
Spark(advertising, in-
store, launch anticipation, digital
campaign)
Ignition
Ongoing Fuelling(WOM /
advocacy stream)
Direct engagement phase
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Building advocacy: sample journeyEm
oti
onal in
dex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
MATURE ADVOCACYHIGH LEVEL OF EMOTIONAL
INVESTMENT
Time
First post about a brand in an online conversati
on
WOMProfiling /
understanding
Advocacy, peer
recommendation, purchase
strength
Personal and relevant
conversational marketing
Spark(advertising, in-
store, launch anticipation, digital
campaign)
Ignition
Ongoing Fuelling(WOM /
advocacy stream)
Direct engagement phase
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Traditionally
Anticipation, excitement
Ongoing gratification
Product launch
Reasons to join conversation
More energy needed
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Word of Mouth
Higher spend per capita
Recommending products & services
Embracing future activity
Building passion
Developing offline following
Respected
WOMThemes & Campaigns
Product launch
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How do you evaluate?
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IT DEPENDS
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Set clear goals
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WHAT IS YOUR
OBJECTIVE
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Sales?
Awareness?
Care?
Information sharing?
Advocacy building?
Perception change?
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Time for a quick case study?
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• A WOM narrative created to support the launch of the Nokia N96
• 12 key voices were creatively inspired through challenges to interact with Nokia products & services, producing compelling & informative WOM during their journey
• Ninja suits & ancient parchments were sent to the voices to immerse them into the experience
• Key voices generated 186,000 engagements
WOM projectThe N96 challenge
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Most, if not all my family now own a Nokia device, mainly down to myself highly recommending the Nokia brand
WOM projectThe N96 challenge
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WOM marketing activity such as the N96 challenge has built brand advocates who are super consumers and who evangelise the brand to others.
Deep connections have been made with an inner circle of 700+ key social media savvy consumers – the key voices.
WOM projectThe N96 challenge
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* Jan 09 voices poll (200 key voices – tech and non tech)
WOM projectThe N96 challenge
The WOM ripple…
93% of key voices recommend Nokia products and services to friends and family
43% of those who took part in a WOM programme went on to purchase the product
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WOW
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I KNOW WHAT
YOU’RE ALL
THINKING
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HelloHi
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HelloHi
Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6%
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HelloHi
Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6%
James Whatley / 1000heads / [email protected]
@whatleydude / @1000heads / @wewantworkwith
James Whatley / 1000heads / [email protected]
@whatleydude / @1000heads / @wewantworkwith