©dialogsolutions, may 2010
Les petits déjeuners du Social MarketingDe Social Marketing ontbijten
June 1st, 2010
The incredible business case: more sales, less cost, more satisfaction thanks to aparticipatory website dedicated to your
company
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Agenda
• What can the external world bring to the party ?
• What did some participatory campaigns miss ?
• Reasons to believe
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WHAT CAN THE EXTERNAL WORLD BRING TO THE PARTY ? MORE VALUE AND LESS COST
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Consumer engagement drive improvement across the value chain
SOURCE: McKinsey Technology Initiative
▪ Created support
communities, where
80% of queries are
answered by members
▪ 15% of customers use
communities for
support
▪ Customer support
community enabled
only 2 Novell FTEs to
support 20,000 issues
per quarter
▪ Extensive support
community greatly
reduced call center
volume
▪ Created online
communities to improve
customer research
▪ Estimated savings of $3M
per year in surveys and
$1M per year on focus
groups
▪ On-line apparel retailer
uses existing customers as
“reps” to generate 15% of
sales
▪ 1% of customers engaging
as “reps”
▪ Deployed network of
suppliers for designing
and manufacturing
motorcycles
▪ Reduced cost of
components by 70%
▪ Connects photo-
graphers to buyers,
reducing stock
photography cost by
~100 times
▪ Created on-line platform to
enable inventors to submit
product ideas or provide
solutions
▪ Increased R&D productivity
by 60%
▪ Doubled new products
success
▪ Reduced R&D as a
percentage of sales from
4.8% to 3.4%
▪ Opened up product roadmap
to online community
▪ Reduced time spent to review
product roadmap
▪ Doubled frequency of
releases without increasing
staff
▪ Community-based t-
shirt design company
eliminated need for
internal design function
R&D/ Product development Procurement/ Production Marketing /PR Sales Service
▪ Created social network for
sharing cruise travel plans
▪ Estimated to have driven
$1.6M of cruise revenue
▪Used uTest, an on demand
software testing community
▪Significantly reduced testing
cost and improved quality
▪Deployed web based tools to serve as
project details library
▪Reduced projects timelines and enabled
reuse of up to 25% of project designs
and engineering data
▪Created active recruiting
community onFacebook with
more than 30,000 users
Support functions – HR, IT, Training
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End to End External engagement creates value and reduces costs
SOURCE: Brandialog white paper
End-to-End External Engagement (E4
) is the ability to truly
engage with external partners continuously in time, for
insights, innovation, marketing, sales and customer service
R&D Operations Marketing Sales Service
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HUMAN RESOURCES
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2,000,000 IMPRESSIONS2,300 NEW ACCOUNTS$4,000,000 IN NEW DEPOSITS
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Why did they experience this
kind of growth? Prospects
TRUSTED her.• © DDB CANADA
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PRODUCT MANAGEMENT
• © DDB CANADA
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“I COULD HAVE JUST NAMED THIS THING THE VX150 OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO BUY THE PRODUCT SHOULD COME UP WITH SOMETHING MEANINGFUL TO THEM.” – JEFFREY HAYZLETT,CMO, KODAK
Prior to the 2010 CES, Kodak CMO Jeffrey
Hayzlett asked consumers to name a new camera
over Twitter. The winner(s) would win a trip to
Vegas and help him launch it.
• © DDB CANADA
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Case study – Deutsche BankClient context Selected approach
•Explore a new product through
qualitative research and co-
creation
•Live focus groups + Private Dialog
•First serie of ‘live’ focus groups
•4-months Private Dialog for :
•Brainstorming on interest of the project
•Calls to reactions on product features
•Brainstorming on operational implications for users (follow up)
•Creativity sessions for naming
•Test of marketing material (display)
•‘off context’ feedback, feedback from prescriptors
Impact
•Deeper insights vs focus
groups due to lesser social
conformism, dominance
•More nuanced and valid
input as people got ‘time to
think’, just as in real life
•More creativity due to larger
size of group
•Mix of quali / quanti – could
nuance thinking between e.g.
Clients/non-clients or other
categories
“ Brandialog offered us a unique way to gather
insights on a relevant set of consumers. We are
on their turf. They are ‘experts’ in their decision-
making and guide us through our decision-
making process. Brandialog’s solution and team
enable more validity, creativity and disclosure.”
Yannick Grécourt, VP Strategy & Marketing,
Deutsche Bank
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SALES
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WHAT IF CUSTOMERS COULD DOWNLOAD HELPFUL TOOLS AND USE THEM AT POINT OF PURCHASE?
• © DDB CANADA
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$15K ON DIRECT MAIL = 200 NEW CUSTOMERS$7,500 ON OUTDOOR = 300 NEW CUSTOMERS$0 ON TWITTER = 1800 NEW CUSTOMERSBUSINESS GROWTH: $4MM -> $50MM IN 3 YRS
• © DDB CANADA
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EMPLOYEE & CUSTOMER TRAINING
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WHAT IF YOUR SALES TEAM HAD NEW SALES TRAINING PROGRAMS AND NEW PRODUCT LAUNCH INFORMATION AUTOMATICALLY DOWNLOADED TO IPODS/Pads?
• © DDB CANADA
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CUSTOMER CARE
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TAKING THE LOAD OFF OF CUSTOMER CARE
VIA UNPAID ARMIES
• © DDB CANADA
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What did some participatory campaign miss ?
• Côte d’Or ?
• Alken Maes ?
• Volkswagen ?
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Côte d’or ?
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Alken-Maes ?
• Un referendum
mais pas d’écoute
• Un FAQ qui aurait pu faire
des émules.
• Une cible très visible
• Que faire de ceux qui ont perdu ?
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Côte d’or, Alken Maes, who did they attract ?
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2.5% is the average number of
consumers buying 80% of a
product, the ‘Pivotal Point
Consumers’*
2 à 3,5% is the number of first
adopters and key influencers to
the rest of the community
Those are often the same.
They are critical to new
products and innovations. We
name them «LEAD USERS».
Source: Catalina marketing study
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Volkswagen Belgium
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REASONS TO BELIEVE
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Facts
• 450 millions people onFacebook• 830 000 joining every day• They spend 55 minutes/day• 4 millions belgiansX 55 minutes• 50% claim having a higher tendency to buy brands
they’re connected with• 1 500 000 cies have afan page• 20 millions join a fan page every day.• 0,19% = CTR average banner• 6,49% = CTR avergae post on FB• 66% of touchpoints created by the public(McK, july
2009)
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Facts: there is one single lever left to keep control of your market: testoring trust
Source agenet wildfire/DDB Tribal Canada
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Social media complete each other and build links restoring trust around a company/Brand
©dialogsolutions, may 2010
Google : organic, intention based
Email : passed to one or many
Facebook : passed from a friend to many friends
Twitter : passed to those who care
Types of links
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Which links ?
Searched links
60% et 10%
growth
Passed links
20% et 25/40% de
growth
Organic S L Paid S L Organic P L Paid P L
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Facebook in the near future ?
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Like & Yelp
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Starbucks
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When do you plan to start ?