Groundswell Het belang en de invloed van sociale netwerken in de strategie en marketingmix
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Groundswell
Het belang en de invloed van sociale netwerken in de strategie en marketingmix
Economische crisis
Moeilijker de consument te overtuigen Word of Mouth is essentieel !
Awareness Consideration Preference Purchase LoyaltyEyeballs
Traditionalmedia
Directmarketing
Economische crisis
Bedrijven verhogen uitgaven in kanalen die word of mouth als resultaat hebben.
Het begrip ‘groundswell’
Charlene Li & Josh Bernoff:
“A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations”
bv. Facebook, Netlog, Twitter, Second Life …
Het begrip ‘groundswell’
Blogs
UGC RSS
Widgets
Podcasting
Buzz
Wikis
XMLGadgets
IM
Social Networks
Forums
Personal portals
I trust …
Recommendations from friends/family
Ads on mobile phones
Web banner ads
Search engine ads
Branded Web sites
Ads in magazines
Ads on radio
Ads on TV
Ads in newspapers
Requested email updates
Consumer opinions posted online
0% 20% 40% 60% 80% 100%
Nachtmerrie voor bedrijven
Je merk wordt bepaald door de consument
In jouw voordeel gebruiken door:
Deelnemen aan de (C2C-) conversatie
This is your company…
These are your customers in the groundswell…
This is your company and its customers in the groundswell
Hoe kunnen bedrijven deelnemen?
POST
People Assess your customers’ social activities
Objectives Decide what you want to accomplish
Strategy Plan for how relationships with customers will change
Technology Decide which social technologies to use
PeoplePOST
Creators
Critics
Collectors
Joiners
Spectators
Inactives
European online adults
10%
19%
9%
13%
40%
53%
Young online European consumers
39%
57%
17%
52%
81%
14%
The Social Technographics ladder
People
16%
24%
8%
58%
32%
10%
15%
4%
11%
47%
47%
6%
11%
3%
7%
32%
63%
25%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
25-34
35-44
45-54
Bron: European online adults. Source: European Benchmark Mail Survey, Q2 2008
European Online Adults
POST
People
21%
37%
19%
69%
25%
15%
20%
5%
28%
49%
42%
13%
23%
7%
9%
54%
42%
51%
51%
24%
51%
7%
35%
79%
Creators
Critics
Collectors
Joiners
Spectators
Inactives
USUKFranceS. Korea
Bron: European online adults. Source: European Benchmark Mail Survey, Q2 2008
Global Online Adults
POST
People: Case Lego
AFOL: Adult Friends of Lego
POST
People: Case Lego
Eric Kingsley
POST
People: Case Lego
Joe Comeau
POST
People: Case Lego
Linda Dallas
POST
People
Besluit
Er zijn verschillende soorten mensen, die op een verschillende manier participeren.
Elke groep is belangrijk.
Focus richten op Creators en Critics, die op hun beurt de rest beïnvloeden.
POST
Objectives
Voornaamste rollen en de daarbij horende doelstellingen:
POST
Support
Sales
Marketing
Research
Groundswell objectivesRoles
Listening
Talking
Energizing
Supporting
Research ----------> ListeningPOST
Learning from whatyour customers aresaying
Research ----------> Listening
Del Monte: blog “I love my dog”
POST
Een conversatie met klanten
POST
Del Monte: What does your dog eat for breakfast?
George: . . . she would definitely want bacon and eggs and she would want ketchup on her eggs. She loves ketchup!!!
Del Monte: Would you buy more treats if they had vitamins and minerals as ingredients?”
George: I would buy healthier treats over ones that didn’t have vitamins and minerals. . . . I try to look for amino acids and omega 3 and fish oils.
Research ----------> Listening
Succesvolle product development door het luisteren naar de consument.
POST
Research ----------> Listening
Marketing ----------> TalkingPOST
Two-way conversation,not just shouting
Marketing ----------> TalkingPOST
Marketing ----------> TalkingPOST
Sales ----------> EnergizingPOST
Helping your best customersto recruit others
Sales ----------> EnergizingPOST
Sales ----------> Energizing
Demografie Gem. leeftijd 45,6 jaar (Midlife crisis) Hard rockers en advocaten
Traditionele, Amerikaanse stijl
“Geluid van de Harley”
POST
Sales ----------> Energizing
“Customers are more effective in spreading the word, because they are more enthousiastic than the marketing department.” (Josh Bernoff)
POST
Sales ----------> EnergizingPOST
Sales ----------> EnergizingPOST
Support ----------> SupportingPOST
Enablingyour customersto supporteach other
Support ----------> Supporting
“Predator” op het Dell Community Forum
POST
Posts since 1999: 20,452 Pages Viewed: 1,111,675 Total Online
Minutes: 473,113
“I actually enjoy helping people. That’s what got me hooked: when you help people and they say ‘Thank you’.”
Strategy
Consistentie, consistentie, consistentie, consistentie, …
POST
Technology
Afhankelijk van:
Strategie Doelstellingen Doelpubliek
POST
Wat hebben we geleerd vandaag?
In een recessie kunnen sociale netwerken je effectiefste media zijn.
Consumenten beslissenwat merken betekenen.
Analyseer: People Objectives Strategy Technology
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