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Gegeven tijdens Network Economy Congres 2008, De Doelen Rotterdam
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COMMUNITYMARKETIN
GA UNILEVER POINT-OF-
VIEWPETRA ZINKWEG, GLOBAL VP, SOY PLATFORM
What, really, is Community Marketing?
Traditional and Modern Context
How do we at Unilever do it?
Some Examples…
Defining a Community Marketing Activity
One that initiates and starts a social and cultural phenomenon
One that benefits from social and community conversations
One that reaches out to a community for a message
One that is simply done to narrow down the target for the purpose of activation/engagement
One of the oldest techniques in marketing and message dissemination.
Henri de Toulouse-Lautrec (1864-1901) was the first one to come-up with a technique (colour lithography)
that mass produced posters. His work for Moulin Rouge in Paris started what was perhaps the biggest alternative artistic movement of the that century- a
cultural phenomenon that fuelled many a conversations, and formed a community of its own!
Communities have always been means for
brands to start a conversation with the
consumers. These conversations then start to
take place within the consumers themselves.
If favourable, these conversations can be the
biggest equity generator for a brand.
Traditionally these conversations
have been reliant on physical
interactions. In the modern world,
though, they take place somewhere
in the world of fibre-optics and
satellite waves.
Web 2.0 has taken these to an
unprecedented level. It has
made them instant, location-
agnostic, multi-media and, most
importantly, quite authoritative
and believable in tone.
“One part anarchy, one part aristocracy, one part democracy, one part monarchy”
Jimmy Wales on the Wikipedia Community
184 million bloggers
73% of active online users have read a blog
45% have started their own blog
57% have joined a social network
55% have uploaded photos
83% have watched video clips
39% subscribe to an RSS feed
Source: Universal McCann Comparative Study on Social Media Trends April 2008. Base: Internet Users.
We all know that the world has changed...
Or has it…?
Generally, “real” communities are more penetrable, relevant, and the effects of an effort are usually more sustainable. The activities in the virtual communities
tend to be short-term, fad-oriented, and less meaningful.
How do we create Communities?
We do not. We can only be part of a community, in order to help them do what
they want to do…
At any point in time, any community would benefit from help in any of the following areas:
Helping them figure out what to believe in, what can they trust
Help them drive meaning from what is happening in the world
Help them find a way around a story, an issue, and point them towards the “right stuff”
Help them engage in a discussion in a knowledgeable way.
Examples of how we at Unilever have done it:Lifebuoy Anti-bacterial soap in India
Wisk detergent in the US
Objectives:
Educate rural Indian children on the advantages of cleanliness and hygiene.
Contribute to the alleviation of diseases such as diarrhoea and various skin infections
Create a communication package that can work with the illiterate in a media-dark environment
Be socially and community relevant by truly embracing the problem and addressing it, create a meaningful role for the brand in people’s
lives.
Lifebuoy Anti-bacterial soap in India
Lifebuoy Anti-bacterial soap in India
We created a movement called “Lifebuoy Swasthya Chetna” or “Health for All”.
A programme that reached about 45,000 villages, village by village, engaging the local communities.
Lifebuoy Anti-bacterial soap in India
Who did we engage?Primarily the school going children
Through them, their parents and families
Using teachers and key leaders of the communities/villages to act as influencers.
Special classes in schools on health and hygiene.
Specially created games to further the education efforts.
Glow-germ demos to bring to life the importance of
hygiene.
Children start spreading the health and hygiene messages
Children stage rallies to show health and hygiene commitment.
Lifebuoy Anti-bacterial soap in India
Engagement of Families Family and Community Events to further the
education.
Pre-Intervention
Post-Intervention
Awareness of germs 52% 83%
Associating germs with disease
35% 57%
Lifebuoy Salience 28% 51%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
Full Year 2004 Full Year 2005
Gro
wth
(%)
Lifebuoy Anti-bacterial soap in India
Impact on Awareness.
Impact on Sales.A
reas
where
the p
rogra
mm
e r
an.
The r
est
of
the t
err
itori
es.
GIVE THEM
SOMETHING
TO TALK ABOUT!