2013 03 19 at Zeron

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cc:catalfamoWednesday, March 20, 13

Agenda:Why, How & Who

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WHYWednesday, March 20, 13

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FOR FRIENDS,

NOT FOR BRANDS!

Wednesday, March 20, 13

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I like donuts

I’m eating a donut

Look at my donut!

Watch me eating my donut

This is where I eat donuts

My skills include donut eating

Meine Fähigkeiten umfassen Krapfen essen

A collection of the best donut pictures

I’m a Google employee who eats donuts

Who has the best donut recipe?

Now listening to “Donuts”

Я люблю пончики��


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Ethe Killer Application of the Internet!

What do they have in common?

LPOEPWednesday, March 20, 13

Who’d trust a blog?


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Original article posted @4:38AM


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Error 3 corrected @5:01AM


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Error 1 corrected (2x) @5:22AM


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Error 2 corrected @5:24AM


Nobody reads blogs!


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Who is Mark Russinovich?

31/10/2005


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31/10/2005


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16/11/2005


American Expresscase study


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http://sonofgeektalk.wordpress.com/2008/10/01/amex-love/

Money quote:

“[...] I sent you this letter by snail mail, but I am also posting this on my blog; its 5 readers surely will not scare you, but I felt the urge to vent off my extreme frustration with this mindless application of a policy no doubt dreamed up by some blockhead sitting in a windowless office; if you decide to address this situation, you can back link them here.”






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Hi, this is American Express

Hi, what’s up?

I wanted to reassure you: my office has windows!

WTF ?!?!

First of all, what happened?


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HOWWednesday, March 20, 13

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PROCESS


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Clientasset(s)

26

13

4

5


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1

Build a semantic model of the topic by searching the Internet


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21

Design & deploy the content strategy matching marketing &

comms objectives to the interests of the target audience


KitchenAidcase study


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the Brief

CUSTOMER KNOWLEDGEBRAND

EVALUATION

BRANDENGAGEMENT AND LOYALTY

SALES

•Enlarge Customer Database to include Prospects

•Enrich Customer Database (profiling)

•Increase Brand Awareness•Knowledge (enhancing brand transfer from SDA to MDA)

•Preference

•Stimulate Customer interaction and generation of content

•Leverage existing Customers to boost cross-selling and upselling

•Acquire new Customers


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What - by product: ovens18%

20%

4%6% 4%

22%

12%

16%

41%

31%

27%

26%

24%12%

27%

2%3%2%3%

62%33%

6%

11%

18%

2%

14%3% 12%

4%

36%31%

29%

40%

How-to fixWhere to find…Personal experiencesMaintenanceAdvertorial reviewRecipesBuying adviceProduct benchmarks

SupportFeedbackAdvice


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What - by product: dishwashers

6%8%

5%6%

14%

14%

46%14%

25% 60%

27%

20% 33%

3%5%

3%8%

47%42%

12%

14%

8%

4%4%

10%6%

54%

22%

18% 60%

How-to fixWhere to find…Personal experiencesMaintenanceAdvertorial reviewBuying adviceProduct benchmarks



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20%

22%

35%

7%1%1%

12%1%1%

18%

19%

34%

6%3%1%

17%2%1%

70%

27%3%

What - by product: small17%

23%

32%

12%

2%0%13%0%1%

72%

27%1%

How-to fixWhere to find…Personal experiencesMaintenanceOtherAdvertorial reviewRecipesBuying adviceProduct benchmarks


77%

21%2%


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oven

dishwasher

small


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oven

dishwasher

small

Features

Reliability

Balanced

The “pro” choice


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Key communication objective:

Make implicit values explicit

from:“How I love my KitchenAid !”

to:“I love my KitchenAid Mixer because...”


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Drive Majors awareness from Small

from:“KitchenAid Stand Mixers”

to:“Ovens made as well as the Stand Mixers”


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Associate Majors to aspirational performance

from:“The Stand Mixer, the pro’s choice to prepare the best cupcakes...”

to:“The Chef Touch, the pro’s choice to perform sous-vide cooking”


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Solid steel, pivoting hinges do not increase the fridge frontal

footprintSolid steel handle is comfy and durable

...


Shift the conversation

from:“What are the best fridges?”

to:“What should I look for when picking a fridge?”

1.2.3.4. ...

...


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Clientasset(s)

213

Build a suitable online asset as the ultimate container of the relevant content (OWNED)


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Clientasset(s)

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4

Leverage existing Social Networks through ads (PAID) or engaging in conversations (EARNED) to build qualified traffic to the

online asset


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Clientasset(s)

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4

5

Over time, grow and nurture a community of users and

prospects


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Clientasset(s)

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Which will (ultimately) feed into your sales funnel


Bayer Supradyncase study


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the Brief

• Vitamins are a popular topic

• Searching for vitamins yields thousands of results

• Bidding for vitamins can reach as high as €2 CPC

• A small market, owned by the big guys

• How do we keep an awareness edge?Wednesday, March 20, 13

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The real, complete “onion” is over 200 words or

expressions


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How do we use the onion?

Contentchannels

Keywordsto buy


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Gravidanza

Onion-to-channels


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Multicentrum

Supradyn

Spontaneous brand association


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Up toEUR 2.00

CPC

AvgEUR 0.17

CPC


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Metrics• 700k+ unique visitors per year

• 40% of visitors, on average visit 8.4 pages (time on site 9’+)

• permanent link from Wikipedia

• page 1 on SERP on about 45% of the “onion” search keywords

• ...way ahead of Bayer.it !!!!


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GOVERNANCE


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Clientasset(s)

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Clientasset(s)

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TUNE

DEPLOYCONVERT


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Stages of buy-in

Buy in of:•Sales

Buy in of:•Comms•IT


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Stages of buy-inBuy in of:•CEO

Buy in of:•Sales

Buy in of:•Comms•IT


Mahindracase study


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meet


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144,000179,000

95,000Wednesday, March 20, 13

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to route business proposals

Q.:

A.:

Whydoes he tweet?


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to fix dealers issues

Q.:

A.:

Whydoes he tweet?


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to exercise humor

Q.:

A.:

Whydoes he tweet?


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to praise work

Q.:

A.:

Whydoes he tweet?


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to fix web issues

Q.:

A.:

Whydoes he tweet?


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“Courage: isabout doing it!”

Tom De LongHarvard Business School

http://www.youtube.com/watch?v=BhxanhF2_ks




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After-sale

Information needsA. Scenario Looking for general information about a relatively broad area, comparing

different visions. Focused on long term evolution.

B. SolutionHave a specific problem in mind, and investigate whether it can be addressed using a certain category of products or technologies. Focused on near term application.

C. BenchmarkHave decided to address the problem using a solution in this category and is comparing various vendors, looking for real life experiences of fellow users. Focused on present time deployment.

D. Support Have installed / bought a solution and is now seeking support on a usage problem.

Pre-sale


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Information needsA. Scenario respond wi" White Papers

B. Solution respond wi" Case studies

C. Benchmark respond wi" Analysts reports

D. Support respond wi" Customer Service


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Reminds you of anything?A. Scenario

B. Solution

C. Benchmark

D. Support

Lead

s

Oppo

rtun

ities

Quotes

Custom

ers


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Your dream widgetFill in our instant poll and win “The hitchhiker guide to

widgets” by Douglas Adams

Widgets in action: pictures of our members using their

favorite widgets. Add yours !

Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !

Welcome to Wid#tWorld!The community of Widget lovers


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Your dream widgetFill in our instant poll and win “The hitchhiker guide to

widgets” by Douglas Adams

Widgets in action: pictures of our members using their

favorite widgets. Add yours !

Opinions that matter: Steve Jobs, Kevin Kelly and Stephen Hawking on the future of widgets !

Welcome to Wid#tWorld!The community of Widget lovers


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Connecting with the right audiences

.

.

‘ .

.

‘


(imaginary)John Deere case study


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Benchmark: “Hi again; after all your opinions I went checking the classifieds for some of the machines. I have now a short list made up

of...”

Scenario: <mostly lurking> What kinds of lawn mower are available?

Which are the best brands? Which ones are easiest to maintain / use ?


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of...”

Solution: “Hi everybody, I am new to the forum. My lawn is about 1000 sqm, it’s flat and I have a few fruit trees. I have a budget of roughly €3000 and would like to use

mulching...”


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of...”


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of...”

Hi Gianni, this is Andy, I am a

sales rep for John Deere. I see you are on the market for a medium-sized mulching

mower tractor just like our XD440.I happen to be in your area next sunday: I could easily put one on the flatbed of my truck for you to test on your own lawn and see for

yourself. If you like it, then maybe we can work out a deal.


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WHOWednesday, March 20, 13

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A multiple personality


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“Winston Churchill”

• Provides long term vision

• Picks team• Motivates

• Overcomes opposition


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“Salvador Dali”• Comes up with ideas

• Thinks outside the box• Is not afraid to propose the unlikely

• Passionately believesWednesday, March 20, 13

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“Paul Cayard”• Knows the route and the boat• Stays on course• Central station for all specialistic knowledge during race

• Makes decisions


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“Joe the mechanic”

• Understand how this works (really)• Is not afraid of getting his hands dirty

• Brings empirical experience and quick fixes


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Canyouridelike

Albert?


Education

2013 03 19 at Zeron