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Imagine asking your customers what they want from your online presence. Instead of a focus group, or a few internal project meetings, imagine going to the people who will actually use your website, will interact with your business, and asking them what they want. That's what Project Dogfood is all about.Learn what happens when you ask some open questions, build a community platform to capture the conversation, and then implement what your stakeholders actually want.
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Project DogfoodLessons in Transparency
New Marketing SummitOctober 14, 2008
If marketing seems more pre-occupied with talking, why not come up with a practice for listening?
How does a company know what its customers want from them online?
Ask. Listen. Communicate.
What is it?
•A new media marketing approach
•Engaging a community to launch a product, seed a market or enhance an offering
•A technology-enabled listening campaign
What We Learned
1. Communities have unique ideas backed by passion.
2. Given the chance, peer participation trumps bland surveys.
3. Listening and then responding/acting is an important marriage.
4. Make it about more than your product.5. The process is iterative. Doesn't stop after
once.
Using Dogfood: 4 Scenarios
1. New Product, New Market
2. Get More Eyeballs
3. Big Brand, New Product
4. Loyal Brand, New Product
1. New Product, New Market• Situation
– New product targeted for new segment– Online audience of gamers
• Complication– Low current market share, low mind share among
audience
• Answer– Seed the network for receptivity– Educate the power users
New Product, New Market
Power UserEngagement
Set Objectives
Network Analysis
Forum & Blogosphere Engagement
Listening and Measurements
2. Get More Eyeballs
• Situation– Rich site with extensive technology-related content
that would be valued by vertical B2B marketplace– Opportunity to both retain and expand customer
base
• Complication– Site usage low, poor web visibility, crowded space
• Answer– Dogfood the users– Enhance the site experience, align content –
participation, social bookmarking and usability– Expand links
Get More Eyeballs
Set Objectives
Network and User Analysis
Forum & Blogosphere Engagement
Social Media Listening and Measurements
User Engagement
Site Experience, Web 2.0, SEM
Aligned Content Development
3. Big Brand, New Product
• Situation– Very well known brand developing a newly branded
service for consumers/ merchants– Targeting a major roll-out
• Complication– New brand not aligned with old brand personality.
Threat of backlash, negative press– Traditional media not adequate – especially pre-
launch
• Answer– Engage blogosphere– Transparent adoption / implement suggestions
Big Brand, New Product
Set Objectives
Forum & Blogosphere Engagement
Listening and Sentiment Analysis
Online Focus Groups
Iterative Changes
Consumer & Merchant Campaign
4. Loyal Brand, New Product
• Situation– Popular brand, re-launching new version of mainstay
product
• Complication– Must not tarnish the brand– Must align with advertising campaign and existing
social media strategies– Timing and coordination critical
• Answer– Consumer participation– photo, video, mash-ups– Facebook marketing– Velvet rope with the power users
Loyal Brand, New Product
Social Network Analysis
Media-aligned Campaigns
Listening and Feedback
Measure Impact
EnvisionCampaignSet Objectives
Some Takeaways
•All programs are not created equal•Begin with the end in mind..set clear
objectives•Make it fun and innovative•Not all ideas are implemented –
communicate•Listen, measure- before, during, after•Participate and be transparent
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