4 Corners NPNZ Presentation Update

© 4 Corners Design 2009. www.4corners.com 1

September 2009

Digitizing Natural Products New Zealand

4 Corners DesignThe Building Blocks of Life Online


Contents:

• Background

• Social Media, a brief history. Introduction to social media, conversational marketing

• Social Media, how is it being used?

• Social Media, where is it going?

• What does conversation do?

• Manuka Honey - Comvita

• The Natural Products New Zealand opportunity


Who we are

At 4 Corners we create and deploy interactive brand experiences that engage customers, start conversations, build community and ensure a return of investment.


Our approach Our user-centered approach is grounded in a collaborative methodology that simultaneously considers user attraction, business needs, technical possibilities and the spirit of the brand.


Business Strategy

Brand PositioningBig Idea

Marketing Strategy

Insights ConsumerTrendsInnovation

Naming Brand Identity Content & Messaging

Digital Strategy

Analytics & Reporting,Search

Digital Marketing

eCRM Technology

Building Blocks of Life Online


Building Blocks of Life Online

Business Strategy

Brand PositioningBig Idea

Marketing Strategy Insights ConsumerTrendsInnovation

Naming Brand Identity Content & Messaging Digital Strategy

Analytics & Reporting,Search

Digital Marketing

eCRM TechnologyBoughtAdvertisingOwnedWebsiteShopping (Commerce)MobileSocial Network PresenceDigital VideoOut of homePromotions & EventsE-mail MarketingIntegrated Campaigns EarnedSocial Influence MarketingDigital PR


Background


AARP

Accenture

American Express

Hallmark

McGraw-Hill

Merrill Lynch

Morgan Stanley

Office Depot.com

Scholastic

The New York Times

TIME, Inc.

Warnaco

Some Clients

www.4corners.com

http://www.4corners.com



Social Media - A brief history


Where is social media going?

Love it or hate it, LinkedIn, Facebook, Twitter, YouTube, blogs and more, are increasingly being used for effectively reaching both internal and external audiences.

Like it or not, good and bad things are being said on Social Networks, Blogs and communities about companies, brands and products (you may be surprised about what is being said about you, your brands, ingredients and markets).

The question that you need to ask yourself is whether you want to observe and participate in the conversation, or choose to ignore it.



776,000,000 people participate conversational media Web 1.0 was the read-only webWeb 2.0 is the read-write webWeb 3.0 is the read-write-engage/execute web

What does this mean for Natural Products NZ and Natural Products companies?

This is an opportunity for Natural Products NZ to invest in social marketing activities to grow a community of brand evangelists and amplify marketing initiatives, i.e. have the online community help you get the word out about who you are, what you do, and what you have to sell


Evolution of media - introduction of the the 3rd screen

Smart Phones -The 3rd screen

TV Computer

Evolution of conversation Web 1.0, and prior, the read only web, brands controlled their message

• One to many• Expensive to produce• Fewer competitors• Controlled• Same message, one size fits all• Professional to amateur

Brand

• Global • Social • Ubiquitous• Cheep• Consumer as producer• More producers (square of the

sum)• More amateurs than

professionals

Evolution of conversation Web 2.0 onwards, read-write-engage/execute web, consumers get a voice

Brand


The social space

• Crowded with possibilities• Choose carefully


Why does it matter? Conversation is critical

• Highest level of credibility and purchase influence is from peers

• Second highest level of influence is from experts (i.e. bloggers)

• Listening will lead to innovation (e.g. MyStarbucks, Dell Idea Storm)

• Technology is accelerating participation in conversation (advanced devices, more software, more possibilities)

• Trust and motivation are increasingly the currency of influencers and less in the hands of the marketer


Social Media - How is it being used?


My Starbucks - Microsite


My Starbucks - Twitter + Facebook


Dell Idea Storm - Micosite


Dell Idea Storm - Twitter


WePC - Micosite

• Updates• Info• Images

Facebook

• Updates• Followers• Following

• Connections• Networking• Groups

Twitter

LinkedInFlickr

• Images/showcase• Events/client promotion

Website

Blog

4 Corners

4 Corners

Mobile applications

Tools & Applications

Website

SEO & SEM

Social Media

Brand

Acquisition & Promotion -microsites and newsletters

Different companies, different needs


Hell hath no fury like a customer scorned. The danger of “do nothing” - United breaks guitars

A United Airlines passenger was so dismayed over a guitar broken by United staffers that he has writ his anger across the web. After a protracted attempt to get United to pay for the damage, Carroll struck back.

• Citizen journalism and the Social Web, over 5.4 million views on YouTube• United Airlines image tarnished, masses of negative blog press• Reported negative slide in stock price attributed to video release• Taylor Guitars popularity skyrockets


Twitter allows the customer/consumer to have a voice. What is the opportunity here?


Social Media - Where is it going?



According to a recent survey, eight in 10 firms in the US believe social media can enhance relationships with customers/clients (81%) and build brand reputation (81%).

Almost 70 percent feel such networking can be valuable in recruitment (69%), as a customer service tool (64%) and can be used to enhance employee morale (46%).

The most popular vehicles being used include Facebook (80%), Twitter (66%), YouTube (55%), LinkedIn (49%) and blogs (43%).


Where is social media going?Social Media’s vehicles being used

Perceived value of Social Media


Where is social media going?Reasons management uses Social Media

Social Media’s Inclusion in Crisis Communications Plan


Where is social media going?If you’re not using Social Media, why?

Reasons for using Social Media



Projected use of Social Media over the next year


Where is social media going?Social media has rapidly evolved to become a member of an elite trio of interactive marketing tactics – “Email, Search and Social”. But we wanted to know how marketers ranked these tactics in importance to each other, and who they thought would emerge as the alpha dog of the pack moving forward.Do You Agree or Disagree That Social Media Will



• An increasing number of case studies and success stories are showing that B2B and B2C marketing cannot be successful today without a Social component

• Corporations are discovering the power of conversation and augmenting their strategies with more interactive and conversational elements, allowing B2B and B2C brands to listen, observe, engage, and participate

• And because more corporate clients are spending their time on Social Media channels, B2B brands have an opportunity to engage potential prospects and existing customers on the same mediums



• ...the bottom line is that all marketing (whether B2C or B2B) targets Real People. Real People are social. They enjoy conversations and value authentic relationships. Those are what well-executed social media efforts deliver.

• “What b-to-b marketers, in particular, miss is that these conversations are going on without them. Just type in your company name on Twitter search and you'll be blown away—there are going to be comments about your company and issues being discussed you weren't even aware of.”



• B2B and B2C buyers are still people, and in the end, they buy from people and not companies.

• If you can build a relationship with a prospective buyer using Twitter before they are actively looking, you built your brand more effectively than you could with much more expensive options. The trick is to know who to follow and who to focus on for that relationship-building.

• Twitter can put a human face on a large B2B organization

• Twitter has become more popular than LinkedIn among social network users in the United States.



• It is a myth that Facebook attracts only kids. The ideal age group for Facebook spans from 15 to 34, but 44% of 35- to 44-year-olds and 30% of 45- to-54-year-olds say they have profiles, too.

• The average user logs into a social network account about four times daily, five days a week, and spends about one hour per day on the network. About 31.8% are business users; followed by 26.3%, fun seekers; 21.8%, social media mavens; and 10.1%, leisure followers.


What does conversation do?


What does conversation do?

• Builds awareness, anticipation, and demand for current and future products

• Increases visibility among communities who influence their peers

• Expands communities with early news of upcoming products

• Generates interest with other retail partners/establishments

• Improves search engine rankings resulting from expanded web presence (“free media”)


Why is ranking on the top of search results so critical?

• Eye tracking shows how focused peoples attention is to the first results on the first page


Principles

• Add value Provide a space where a brand can help add value to a community.

Become the ultimate content resource.

• Audience participation Inviting the audience to participate in a conversation through their

own creative means. Allow consumers to take your brand message and feel an equity stake in it.

• Be a convergence point Destination for collection of content and media types. Create an

overarching experience that helps the audience engage, interact and define the future of their brands


Manuka Honey - Comvita


The subject matter conversation is already happening, with or without you

• Do you want to participate in that conversation and help guide it, or do you want to let the conversation guide itself?


Keywords, Twitter, Blogs, News• Chatter around “Manuka Honey”


Tweet traffic - subject category


Manuka Honey - Google traffic• Reasonable searching for Manuka Honey• Opportunity for Comvita to “own” Manuka Honey online,

become the Manuka Honey SME of the Internet


Manuka - Wikipedia• Manuka on Wikipedia. Comvita should become the global SME on Wikipedia

for all things Manuka and Manuka Honey related


Comvita - Twitter, Blogs, News• Chatter around “Comvita”


• Nearly empty web pages, lack of changing content and buried content work against a good search engine ranking

• Good Facebook presence, but needs more followers and more active changing content• Twitter needs to be more actively used and generate more followers as well as follow

Comvita - website, Facebook, Twitter


Conclusion

• Improve Messaging - Who are you, what do you do?• Improve UI, IA, content, media, SEO• Visible Blogs, more active• Visible News & Events• Polls, questionnaires• SEM Initiatives• Social influence marketing, more active, Facebook, Twitter,

YouTube, LinkedIn, etc.


SWOT analysisStrengths Weaknesses

Opportunities Threats

• Quality products & companies• Web savvy audience (US)• No one else is doing it well - yet

• You are already online, use your presence to reach new audiences

• Opportunity to really connect with your audience - get them talking and LISTEN

• Branch out into a more extended online presence• Develop an audience of influencers, drive

awareness and discussion• Own the voice of New Zealand natural products

online

• Relatively unknown brands in the US• Others countries are starting to do it• Relatively easy barrier to entry

• NZ is behind in using social media for business• Geographically isolated


Natural Products New Zealand Opportunity


For the NZ Target Audiences: A resource where influencers and communities meet and learn about prospective leads in the US market, and about doing business in the US.

For the US Target Audience: A resource where influencers and communities meet and learn about New Zealand Companies and Products; while creating a unified voice that shapes the future of Natural Products NZ.

For Natural Products NZ: A platform ecosystem that can be used to set strategy on the future of their services and allow for more interaction between NZ Producers and US Buyers.

What could it be?


Identifying and activating influencers

• Identify the communities that matter to Natural Products NZ and start a conversation...

• Provide an open forum (what are the most important issues/topics, what are the great opportunities)

• Create a suite of Natural Products NZ blogs/discussions• Develop a presence on social networking sites - official

page for Facebook, Twitter, YouTube, LinkedIn, etc.


Principals to live by:1. Do not control the conversation (influence it)2. Enable, inspire, influence3. Create opportunities for people to feel

ownership of the brand

Identifying and activating influencers


Act on the conversation

• Analyze and capture the “hot topics”• Respond and provide feedback• Redistribute user-generated content to fuel conversation


Measuring successENGAGEMENTJoin and inspire conversations with quality content. Add value to the community. Create media.

- Clickthrough rate - Page views - Time spent - Repeat visitors - Actions taken - Comments - Votes - RSS Subscriptions - Bookmarking - Content up/downloads - Creation of media objects - inbound links

AMPLIFICATIONAn engaged community brings your brand into a broader web conversation.

- External mentions (“buzz”). Mainstream media. Blogs/microblogging. Forums/message boards. Social networks. Social bookmarking - Inbound links - Influencer reach/rank - Tone/sentiment - Organic traffic - Viral index - Share of social voice

EQUITYBrand is endowed with premium characteristics.

- Search rank, search equity - Awareness (recall, recognition) - Perception shift - Higher favorability, association - Increased loyalty


QuestionsHow soon should one respond to a Tweet? As quickly as possible. Twitter moves really fast, and many people are following a lot of different users. You don't want them to get to the point where they forgot they even responded to you or asked you a question! The quicker you respond, the more on top of it you look, and the quicker that user will be to retweet your response, etc.

What should a damage control strategy be? How are companies using this to respond?Listen and respond! There is nothing worse than staying completely silent, since the conversation will continue whether you're a part of it or not. Be as transparent as possible and state accurate company policy/messages - the public will respond when you engage with them and show that you're making an effort to rectify a problem.

Can you see where people are from on Twitter?Yes - if a user chooses to broadcast this information. You can see it on their profile page.


QuestionsWho has ownership of ideas submitted to a company? The company needs to clearly define through the Terms and Conditions how ideas posted via social media channel or on a website can be used - using MyStarbucksIdea as an example, they clearly state in their Terms and Conditions that Starbucks has the right to use any idea submitted to the website or via Twitter, and that the submitter does not retain any ownership over that idea.

What strategy should a really small company take?Be very focused and decide what the most important goals and objectives are - focus on the social media tools and audiences that will really help with those focused objectives. Don't try to do everything! (I.e. using LinkedIn for lead generation, a YouTube channel if you have a lot of video content already, etc.)


Contact - 4 Corners, Ronnie Peters

Website and blog: www.4corners.comTwitter: 4cornersdesignFacebook: 4 CornersFlickr: 4 CornersLinkedIn Ronnie Peters or 4 Corners DesignEmail: [email protected]



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