The wisdom of the online crowd - Ray Algar Oxygen Consulting - November 2008
Post on 21-Nov-2014
1513 Views
Preview:
DESCRIPTION
Transcript
Presented by Ray Algar MBA, MAManaging Director Oxygen Consulting UK
Virtual Marketing module – Kingston University
1
Start the digital dialogue
The wisdom of the online crowd
© Ray Algar – Oxygen Consulting 2008
2
Themes we will explore
3
The democratisation
of publishing
4
How consumers now collaborate
5
How consumers now buy
6
Companies used to just shout and interrupt consumers
7
Companies used to just shout and interrupt consumers
One way for news flow about brands
8
The web changed the rules
9
Business is now open
10
How we now buy
12
Consumers love this new power
13
It can influence the next US President
14
15
They can vent their rage
17
18
Consumers talk back – with passion!
19
20
The online conversation about health clubs
21
22
23
“It has a great range of facilities available, staff are really friendly and helpful, I would thoroughly recommend it”
24
“The Management team are extremely poor, they only have their own interests at heart and do not support the members”
25
26
27
28
“Because I supposedly didn't give 30 days' written notice, I'm being forced to pay another month for a membership I'm not using”
29
30
Customer Type
Positive opinion
Negative opinion
Current 40% 60%
Past ? ?
Prospective ? ?
All types 36% 64%
31
Positive opinion
Negative opinion
Past members
5% 95%
32
Positive opinion
Negative opinion
Prospective members
47% 53%
33
Do clubs care?
34
…yes, during the tour
35
‘the best salesman ever’
36
‘I remember how friendly the sales lady was in trying to get me to join up’
37
…but after the honeymoon period
38
‘After the initial session, they have never checked how I was over two years of membership’
39
‘Clubs are not interested in their members’
40
Membership factors: 87% negative
41
‘I was not aware of the 12-month contract until I tried to cancel’
42
Chandler wants to leave the gym
43
Friends video
44
Would you recommend this club to your family and friends?
1 in 10 (10%) promoter rate for 6 large club chains
47
22% highest chain
48
7% lowest chain
49
Little positive word of mouth
50
Little positive word of mouth
51
52
Who is Ray Algar?
53
Presentation www.oxygen-blog.blogspot.comArticleswww.oxygen-consulting.co.uk
54
Questions
top related