James Whatley 1000 heads
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Transcript of James Whatley 1000 heads
Why I own a Nokia N8A very personal case study…
Social Media in a Corporate ContextJames Whatley, 19th October 2010
Paperboy, (an award winning) Burger flipper, Runner (the TV kind, not long distance), Dancer (yes, really), Accountant (it was a dark time), Product Manager, Customer Champion, Digital Marketer, Head of Digital, Head of Social & Digital and today?
Engagement Strategy Director at…
@Whatleydude
July 2005
MC HAMMER
Building advocacy: sample journey
Building advocacy: sample journeyE
mot
iona
l ind
ex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
Building advocacy: sample journeyE
mot
iona
l ind
ex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a
brand in an online
conversation
Spark(advertising, in-store, launch anticipation, digital campaign)
Building advocacy: sample journeyE
mot
iona
l ind
ex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a
brand in an online
conversation
Profiling / understanding
Spark(advertising, in-store, launch anticipation, digital campaign)
Building advocacy: sample journeyE
mot
iona
l ind
ex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a
brand in an online
conversation
Direct engagement
phaseProfiling /
understanding
Spark(advertising, in-store, launch anticipation, digital campaign)
Building advocacy: sample journeyE
mot
iona
l ind
ex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a
brand in an online
conversation
Profiling / understanding
Spark(advertising, in-store, launch anticipation, digital campaign)
Ignition
Direct engagement
phase
Building advocacy: sample journeyE
mot
iona
l ind
ex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a
brand in an online
conversation
Profiling / understanding
Personal and relevant
conversational marketing
Spark(advertising, in-store, launch anticipation, digital campaign)
Ignition
Direct engagement
phase
Building advocacy: sample journeyE
mot
iona
l ind
ex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a
brand in an online
conversation
Profiling / understanding
Advocacy, peer recommendation,
purchase strength
Personal and relevant
conversational marketing
Spark(advertising, in-store, launch anticipation, digital campaign)
Direct engagement
phase
Ignition
Building advocacy: sample journeyE
mot
iona
l ind
ex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
Time
First post about a
brand in an online
conversation
Profiling / 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
Building advocacy: sample journeyE
mot
iona
l ind
ex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
MATURE ADVOCACYHIGH LEVEL OF EMOTIONAL
INVESTMENT
Time
First post about a
brand in an online
conversation
Profiling / 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
Online + Offline
Presences
Online + OfflineNarratives
Baseline Advocacy Detractor management
Events
WOM triggers
Campaign support Relationships Workshops
Traditionally
Anticipation, excitement
Ongoing gratification
Product launch
Reasons to join conversation
More energy needed
Word of Mouth
Higher spend per capita
Recommending products & services
Embracing future activity
Building passion
Developing offline following
Respected
Themes & Campaigns
Product launch
How do you evaluate?
Set clear goals
Time for a quick case study?
• A WOM narrative created to support the launch of the Nokia N96
• 12 key voices werecreatively 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
Most, if not all my family now own a Nokia device, mainly down to myself highly recommending the Nokia brand
WOM projectThe N96 challenge
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 7000+ key social media savvy consumers – the key voices.
WOM projectThe N96 challenge
* 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
Key takeaways?
Presences
Online + OfflineNarratives
Baseline Advocacy Detractor management
Events
WOM triggers
Campaign support Relationships Workshops
Set clear goals
Thank youSocial Media in a Corporate ContextJames Whatley, 19th October 2010