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What can marketing learn from VANILLA ICE closer customer connections in changing times http://www.flickr.com/photos/eboman/395968846/ Peter Harris

Vanilla Ice

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Closer Customer Connection in Changing Times - What marketing can 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 Harris

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Peter Harris

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

Source: @willsh

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Source: @willsh

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Today

Source: @willsh

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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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Old way

Source: adapted by @ronnestam, @armano

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New way

Source: adapted by @ronnestam, @armano

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brands must go beyond broadcast

Source: @armano

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and become “facilitators”

Source: @armano

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Source: @congbo

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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)

Source: William Owen, Made by Many, Vinspired: Everyone Working Together Presentation

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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

Source: @armano

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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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“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.

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entertain

useful

connect

educate

Why they will collaborate?

Source: @willsh

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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

Source: Imgfave

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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

Source: Organic Interactive

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REACH

How many people are we reaching?METRICS: [example metrics: unique views]

INTERACTIONHow are people interacting with us?METRICS: [example metrics: video plays]

ENGAGEMENTHow many are becoming part of our community?METRICS: [example metrics: user-generated content]

INFLUENCEHow 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]

Source: Organic Interactive

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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

Twitter

Off-line events

Source: Communispace

Source: images adapted from @armano

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Problem

• Developed new brand ad in 5 days with Branson

• Concerned new brand ad was to risqué

• Validate with prospects fast

Solution

• Tested ad in online community among young flyers

• Positive response / low risk

• Turned results in a few days

• Cost effective

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Community at a glance

• Launched November 08 / 1,000+ members

• Private online community for Hyundai owners or inner circle of trusted advisors

• Recruiting through existing customer base + “hand-raisers” that attend industry events like auto shows

• Activities focus on two initiatives. The first expanding the brand with the new Hyundai Genesis vehicles. The second is Blue Drive, Hyundai’s new initiative to produce eco-friendly products

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‘Listening is the new marketing’, Chris Brogan

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7 Secrets of Vanilla Ice Marketing

Partly inspired by @chrisbrogan

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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

Source: images adapted from @faris

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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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@peteraharris

I would like to thank all those who shared their insights, ideas and contributed in the making of this presentation @michaelbatistic, @armano, @congbo, @willsh, @ronnestam, @criticalmass, @shamberg, @thejordanrules, @budcaddell, @wdowen, @chrisbrogan, Organic Interactive.

And of course a big-up to the man who made it all possible @vanillaice

I have tried to source images and ideas where available. If I have missed anything, let me know and I’ll make it right.