What Can Marketing Learn from Vanilla Ice
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What can marketing learn from
VANILLA ICEcloser customer connections in
changing times
http://www.flickr.com/photos/eboman/395968846/
Peter HarrisManaging DirectorVision Critical
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Peter Harris
Managing Director @ Vision Critical
AUDITOR marketing RESEARCHFamily man AMSRS aussie NEW MEDIA
building relationships ASHES TRAGIC
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“Stop, Collaborate and Listen” – Vanilla Ice
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Stop. Collaborate. Listen.
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Past
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Today
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“In most categories a brand’s market share is stationary”
4 out of 5 categories seen as increasingly homogeneous
3x $ spent on discounting as ‘brand building’ in fmcg
0.5% average click-thru rate for banners
Less than 1 in 10 ads seen as different
4% response rate successful in DM
Sources: Andrew Ehrenberg; Copernicus Consulting; McKinsey
Some inconvenient truths
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Brands fall into one of four engagement profiles…. Mavens have experienced better
revenue growth (last 12 mths)
Source: The world’s most valuable brands. Who’s most engaged? Ranking the Top 100 Global Brands Report, prepared by Altimeter and Wetpaint
Brands that engage in social media are winning
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Continuous listening
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brands must go beyond broadcast
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and become “facilitators”
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How can we get a better ROI? (Return on insight)
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Stop. Collaborate. Listen.
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collaborate Invite them in. Treat them as collaborators. Harness their collective intelligence. Give them a role in helping the brand succeed and a chance to become visible to their community.
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collaborate
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If what we’re doing is right, and if we give them the tools, young people will do the marketing and organising for us(and be better at it than we are)
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• 70,000 ideas in first year
• Free coffee for Gold Card members on their birthday
• Starbucks VIP card
• Buy coffee beans, get a free cup of coffee
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• Get (free) help, advice & support in planning kitchens, offices, wardrobes eetc..
• Employee and fan community - 100,000+ members, 4 yrs old
• Community donations + ad revenue funding model
• Reward participation with Ikea gift cards
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Results
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entertain
useful
connect
educate
Why they will collaborate?
Source: PHD
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Stop. Collaborate. Listen.
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Talk with customers in context. Listen to their ideas before they get skewed. Uncover issues, focusing on how people feel.
Listen
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“In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.”
-Anonymous
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listen
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We’ve been voted the best marketer of the 20th
century. But that’s because we were the biggest shouters. In the 21st century, we want to be the best listeners.
“- Greg Icenhower, P&G, director of corporate communications
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Social Media Monitoring Tools
Social Media Buzz Monitoring
1. Free Alert Systems
2. Paid Analysis Dashboard
3. Full Service Insights Partners
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Online Customer Community• Continuous connection to your customers• 300–500 invitation-only members in a room
Discussion
Quick Polls
Online chat
Brainstorm
Use photos
Video
Survey
Journals
Mystery shopping
Scrapbook
Immersion
Off-line events
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‘Listening is the new marketing’, Chris Brogan
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7 Secrets of Vanilla Ice Marketing
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1. Make your own game
• Stand out
• Don’t play by other people’s rules
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2. Build a Posse
• Make friends / connect
• Insiders advantage / outsiders can’t buy influence
• Create a big F’n network
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3. Spin off
• The Archimedes Effect / Leverage
• Build off previous success
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• Be a great party host
• Invite them to participate and mash their own content
• Connect , network and help build relationships
4. Throw Awesome Parties
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• Provide opportunities to participate
• Don’t force the conversations but help it along
• Share instead of hoard
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• Put on & play a constructive role in offline events
• Add value to the community experience
• Capture content and 3rd party perspectives on your community topic
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• Pay your dues - consistency and authenticity
• Be open to criticism and admit when you are wrong
• Have a higher purpose
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