3 B Peter Harris
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Show me the smart money – increasing the productivity of market research(ers) Achieving significant cost savings, research-led revenue replacement and growth requires wholesale changes to the way companies buy, use and conduct market research. From insight generation to decision-focussed research: better briefing, prioritisation of research, accountability of research functions. From the Outhouse to in-house: self-managed panels, omnibus, automated reporting, hiring “experts” Satisfaction and preferences to customer value: CVA and choice modelling Surveys to integrated data: operational segmentation and calibrated performance metrics.
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3 B Peter Harris
- 1. What can marketing learn from VANILLA ICE closer customer connections in changing times Peter Harris http://www.flickr.com/photos/eboman/395968846/
- 2. Peter Harris Managing Director @ Colmar Brunton AUDITOR marketing RESEARCH Family man AMSRSaussieNEW MEDIA building relationships ASHES TRAGIC
- 3. “Stop, Collaborate and Listen” – Vanilla Ice
- 5. Past
- 7. “ Your brand is no stronger than your reputation – and it will increasingly depend on what comes up when you are Googled.” Alan Jenkins, Global Communications Consult
- 8. Today
- 9. Some inconvenient truths “In most categories a brand’s market share is stationary” 4 out of 5 categories seen as increasingly homogeneous 3x $ spent on discountingas ‘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
- 10. Brands that engage in social media are winning 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
- 12. Old way
- 13. New way
- 14. Old Process Client Agency Customer
- 15. New Process Client Agency Customer
- 16. brands must go beyond broadcast
- 19. Brands need to quit buying eyeballs, start earning whole fans (viewers come and go, but fans fight for brand survival)
- 20. How can we get a better ROI? (Return on insight)
- 22. 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.
- 23. “ I get by with a little help from my friends, I get a high with a little help from my friends, Oh I’m gonna try with a little help from friends - The Beatles
- 24. collaborate
- 26. 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)
- 28. 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
- 30. Employee and fan community - 100,000+ members, 4 yrs old
- 31. Community donations + ad revenue funding model
- 33. “ Consumers are beginning in a very real sense to own our brands and participate in their creation. - A. G. Lafely, Chief Executive at Procter & Gamble We need to learn to let go.
- 34. connect useful educate entertain Why they will collaborate? Source: PHD
- 35. Give them a voice and a seat at the table Impact on the brand, ownership in ideas Social currency Better brand experiences Exclusive access Images adapted from
- 37. Listen Talk with customers in context. Listen to their ideas before they get skewed. Uncover issues, focusing on how people feel.
- 38. “In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.” -Anonymous
- 39. listen
- 40. “ 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
- 41. Social Media Monitoring Tools Social Media Buzz Monitoring Free Alert Systems Paid Analysis Dashboard Full Service Insights Partners
- 42. REACHHow many people are we reaching?METRICS: [example metrics: unique views] INTERACTIONHow are people interacting with us?METRICS: [example metrics: video plays] ENGAGEMENT How many are becoming part of our community?METRICS: [example metrics: user-generated content] INFLUENCE How are we changing user action or opinion?METRICS: [example metrics: conversation tone] EXPOSUREHow are users extending the reach of the program?METRICS: [example metrics: online buzz]
- 44. 300–500 invitation-only members in a roomDiscussion Quick Polls Online chat Brainstorm Use photos Video Survey Journals Mystery shopping Scrapbook Immersion Twitter Off-line events
- 46. Concerned new brand ad was to risqué
- 48. Positive response / low risk
- 49. Turned results in a few days
- 51. Private online community for Hyundai owners or inner circle of trusted advisors
- 52. Recruiting through existing customer base + “hand-raisers” that attend industry events like auto shows
- 54. ‘Listening is the new marketing’, Chris Brogan
- 55. 7 Secrets of Vanilla Ice Marketing
- 56. 1. Make your own game Stand out Don’t play by other people’s rules
- 57. 2. Build a Posse Make friends / connect Insiders advantage / outsiders can’t buy influence Create a big F’n network
- 58. 3. Spin off The Archimedes Effect / Leverage Build off previous success
- 59. 4. Throw Awesome Parties Be a great party host Invite them to participate and mash their own content Connect , network and help build relationships
- 61. Don’t force the conversations but help it along
- 64. Be open to criticism and admit when you are wrong
- 67. Peter.harris@cbr.com.au twitter.com/peteraharris Thanks and keep in touch
- 68. Appendix
Hinweis der Redaktion
- am a passionate family man, an ambitious business person, a proud aussie, a lover of all things marketing and a researcher still learning and working to assist clients to make meaningful and impactful business or policy decisions. I know that marketing can make a difference if decisions are made based on strong customer understanding. I want to assemble a tribe of people that think the same and then work on communicating this to the business world. Peter Harris has 24 years experience in business, spent mostly in marketing and market and social research. He is a leader of people in his role as MD of Australia’s largest independent research Agency Colmar Brunton and is currently the National President of AMSRS, the Australian Market and Social Research Society. Peter speaks, blogs, writes articles, and connects to other true believers at http://aussieresearcher.blogspot.com/
- Internet changed everything.We are increasingly living in a landscape where media is Global, Social, Ubiquitous and Cheap.
- No longer are companies reputations built through big brand campaignsYour companies reputation is now dependent on what comes up in Google
- Here is the old way or conventional approach to marketing. It’s about big ideas, big strategy, big risks and a lot of time. This process has many problems:- It lacks agility- It rewards incrementalism- It is slow- And it fails to engage customers in a meaningful and ongoing way
- It might just be time for business to leverage a New Way that looks less like a campaign and more like an ongoing commitment to making smarter decisions and reducing risk. This process is built upon leveraging a constant flow of small iterative loops that will allow a company to plan, design, launch and measure based on the continual flow of feedback they are getting. Customer powered online communities are the perfect platform to facilitate this process and create new culture of rapid response. - Actively listening to customers- Harnessing their collective intelligence- Allows for the more piloting of initiatives – ‘fast failing’ - Allows for the synthesis of qualitative data in addition to hard data pointsResult - Informs better decision making Right now it’s more important than ever for business to invest in initiatives that not only produce measurable results, but deliver findings that embolden the company to deliver more meaningful, effective innovation
- We all know that customer support can be one of the most challenging aspects of any business. Online communities can help to alleviate costs and decrease staff workload in this area. Satisfy your customers’ need for quick and easy advice through an online community where users can aid each other as well as ask for expert help and information.Case Study: Dell Peer-to-Peer NetworkUsing social media marketing, Dell has built a web-based peer to peer network that acts as online support community for their customers. This community allows Dell users to ask questions of each other in addition to approaching technical support staff directly. This means that common problems and simple fixes are often solved through peer advice, thus directly decreasing the workload for technical support staff.One Dell customer has posted for the equivalent of 123 days in a year, saving Dell over $1m in support costs. He does it because he wants to help his fellow users; Dell’s online community has enabled him to do so. In this way, building online communities for customer support has a substantial and measurable return on investment. Pretty cool, right?
- In the spirit of keeping things fresh, Starbucks Coffee launched mystarbucksidea.com, anopen online forum where customers submit their ideas on how Starbucks can improve or innovate. We love this idea because it really got customers talking. Within four months of launch, 50,000 ideas had been submitted.The best bit about this online community was that customers weren’t just submitting ideas and leaving, they were staying on the site to join the conversation. What do we mean? Well the best online communities don’t just attract customers on a one-off basis, they create an environment which sustains member engagement in the long term. Starbucks did this by encouraging an ongoing discussion to promote open innovation - after an idea was submitted, other customers were invited to comment and vote on what they thought of each idea. Suffice to say the debate was lively!
- Which is really appealing I think as a checklist; what do you DO for people as a brand?
- You can do what’s come before or you can take a unique swing at the world. Cirque du Soleil took a circus and decided people don’t care about the animals. They don’t care about star performers. So they got rid of the animals and the stars and transformed it into something else. At that point, everyone is competing with them. They were a startup and now they’re huge. Find your value differentiation and create a new word for yourself. Learn the systems and understand the difference between attuned and distorted. Learn how to play the game. Figure out what’s wrong with it. And then come up with a plan to fix it and create your own rules.
- Obama changed the way people market because he realized that people don’t answer their phones. He went to social media and built armies. Be one of them. Membership has privileges- Go where the people are. Outsiders do not influence insiders.(Exert from Chris Brogan)We are, as affiliate marketers, cold-calling our leads/prospects. So, how do we “warm” that call? By becoming one of “them.” By belonging, you carry more authority and trust.Key for affiliate marketing is to get to the inside. Once you’ve gotten in, you become the default person. Insider vocabulary helps get you “inside”.” Each group has their own vocabulary — if you know and understand the vocabulary, you move closer.
- Understanding leverage is what separates the hobbyists from the professionals. Do you understand how to take what you’re doing in one instance and extend it out into something bigger or better elsewhere? This is what brought Madonna from just another singer into being a worldwide brand. Leverage is behind all the most powerful people in the world, but it all starts somewhere.Getting good at leverage means you have to work a lot less than everyone else. Build off your previous successes. Never start from nothing. Winning the game is table stakes for the NEXT game. The web is the ultimate leverage engine; use it or be used.
- Connecting and networking and building relationships is what moves you from an individual contributor to an interdependent kingmaker. Be the person who is always connecting people. Smart brands will connect with every group — famous and average alikeBe the priest, build the churchbe the relationship before the saleyou live or die by your databasebe part of everyone’s 150Example: Amex Open Forum a community for small busines
- Working solo is easy. Do you share what you know to promote larger interactions? Can you create resources to help you and then thread your efforts into theirs?It’s all about empathy, thinking about more than just how YOU can benefit. Think constantly about how other people feel, whether they’re comfortable, how you can help them. Reputation comes from empowering others, not just being amazing — you build a reputation by being amazing at empowering others.
- Get outside your community and participate in others sites. Make your presence known. Attend real world events and use them as opportunities to capture content and 3rd party perspectives on your community topic. Do a live web-cast. Interview participants at these events. Post these and your perspectives on your own community site.
- Be ope
- Derek Luke was chosen to play Puff Daddy (as P Diddy was known back then). Again,Luke’s interpretation is fantastic. The only thing that stuck out was Puff Daddy was very much portrayed in an angelic light - as the man that saved Biggie from the streets. How true this is we will never know. However, this is no fault of Derek and, to be honest, no fault of the script. In fact, it’s a very clever skew as it’s giving kids today a good role model, and Puff Daddy, apart from being incredibly hard working and successful, is someone they relate to. Sean “Puff Daddy” Combs says in the film: “Chase the paper, not the dream”, showing that you can succeed if you want to, and driving home the point that the streets are not where you will succeed or become a man.