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08 harness online social networks

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Wesley Shu
Wesley Shu

This document discusses strategies for harnessing online social networks for business purposes. It outlines four main strategies: listening, talking, energizing, and supporting. It emphasizes the importance of listening to understand customers and monitor brand perceptions. Methods discussed for listening include setting up private online communities and conducting brand monitoring. The document also discusses approaches for talking with customers such as participating in online discussions. Energizing strategies focus on tapping enthusiastic customers to help spread word-of-mouth. Supporting involves enabling customer support through social networks. The overall goal is to strategically engage with customers at each stage of the marketing funnel through various online social platforms.

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Harness Online Social Networks 1
Good self- image ¡Ù good social image ×ÔÎÒ¸ÐÓXÁ¼ºÃ Éç•þÓ^¸ÐÇ·¼Ñ
¡°I know you think you understand what you thought what I said, but I am not sure you realized what you heard is not what I meant.¡± - Alan Greenspan 3
Survey? Creativity? Interview? 4
Commercial? 5
? Customers are redefining your brand image ? Brand management ? Online reputation management 6
7
8
SOCIAL TECHNOGRAPHICS PROFILE 9
Social technographics Ladder 10
Use of Social technographics Profile ? To understand how social technologies are being adopted by any group of people 11
STP Example 37 Creator 41 % 18 Female Male US Adults 37 Critics 45 25 16 Collectors 29 12 58 Joiners 59 25 60 Spectators 67 48 28 Inactives 22 44 0 10 20 30 40 50 60 70 80
International Comparison of STP Metro China Hong Kong S. Korea U.K. Sweden Creators 36 34 38 9 12 Critics 44 46 27 16 19 Collectors 18 17 14 5 27 Joiners 32 26 41 21 25 Spectators 71 67 39 34 45 Inactives 25 27 36 54 42 ? S. Korea: most active in Asia ? Sweden: most active in Europe ? U.K.: least active in Europe 13
L.L. Bean versus Toys ¡°R¡± Us 29 Creator 26 Toys "R" Us 18 38 L.L. Bean Critics 34 25 US Adults 22 Collectors 25 12 36 Joiners 25 25 64 Spectators 60 48 31 Inactives 36 44 0 10 20 30 40 50 60 70 14
What Is Your Suggestion for L. L. Bean? ? L. L. Bean is always dedicated to its online shopping, while Toy ¡°R¡± Us is less. ? More ¡°collectors¡± ? Online service, e.g., trip planner (camping list etc.,) ? Customized RSS and widgets 15
STRATEGIES FOR TAPPING THE ONLINE SOCIAL NETWORKS 16
POST four steps of the strategic planning for Harnessing the OSN Objectives ? What are you customers ready Technology for? ? What are your ? How do you want ? How will your goals? relationships with ? What applications customers ? Marketing or PR? your customers to should you build? engage? ? Most customers change? or special segments? People ? Internal or Strategy external? 17
Five basic business functions for Online Social Network Marketing Old paradigm New paradigm How different Research Listening Ongoing monitoring of your customers¡¯ conversations with each other, instead of occasional surveys and focus groups Marketing Talking Participating in and stimulating two-way conversations your customers have with each other, not just outbound communications to your customers Sales Energizing Marking it possible for your enthusiastic customers to help sell each other Support Supporting Enabling your customers to support each other Development Embracing Helping your customers work with each other to come up with ideas to improve your products and services 18
LISTENING 19
Your brand is what your customers say it is. The value of a brand belongs to the market, and not to the company. The company¡­ is a tool to create value for that brand¡­ Ricardo Guimar?es e.g., 20
Listening = Market Research? ? The most thoughtful people don¡¯t take surveys or be in focus groups. ? Research methods are designed to answer questions, not to tap into consumer insights. ? Observation in natural habitats is good but may show ¡®railroad paradox.¡¯ 21
Use SNS to Get Stream of Insights 22
Listening strategies ? Set up private communities ? Begin brand monitoring 23
Set up private communities 24
Private Community Case National Comprehensive Cancer Network (NCCN,) USA 25
NCCN ? Set up a research network with profiles, discussion forums, online chat, and uploaded photos. ? They knew how patients chose their treatments ¨C most from their primary care physicians. ? Formed communities and improved relationships with community doctors. ? They knew how patients search online for solution and what keywords they use most (e.g., not breast cancer but metastatic.) 26
What does a private community do? 27
What customers want or need? Principles of Private Communities ? Customers need intimacy. ? INVITE THE RIGHT ? Customers want respect. PEOPLE, KEEP IT PRIVATE ? Customers want empathy. AND SMALL. ? Customers want to have ? VIEW MEMBERS AS good start. ADVISORS TO THE COMPANY. ? Customers need encouragement. ? FIND THE SOCIAL GLUE, MAKE IT MEMBER- CENTRIC. ? WORK AT BUILDING THE COMMUNITY. ? BE GENUINE, ENCOURAGE CANDOR. Lessons from Communispace 28
What customers want or need? Principles of Private Communities ? Customers do not want ? JUST PLAIN ASK. over-elaboration. ? PAY EVEN MORE ATTENTION ? Customers want to TO WHAT MEMBERS participate (in their own INITIATE. ways.) ? DON¡¯T SQUELCH THE ? Customers want you to NEGATIVE. solve the problems. ? DON¡¯T ASK TOO ? Customers can become MUCH, TOO OFTEN. fatigued. ? USE THE RIGHT MIX OF ? Customers are diversified. TECHNOLOGIES AND METHODOLOGIES, AND KEEP EXPERIMENTING. Lessons from Communispace 29
Give customers sense of self in your brand. 30
Begin brand monitoring 31
OSN brand monitoring methods Click ME! 32
Brand Evolution 33
A ¡°brand association map¡± drawn from online commentary about Nike, as compiled by Nielsen BuzzMetrics. Such maps aim to discover patterns in consumers¡¯ opinions about particular brands. 34
Brand Monitoring and Emergence Marketing In the old days we had a product with rational and emotional benefits, and we made up a story and then pounded this story into people¡¯s heads with $$$ (advertising). 35
Brand Monitoring and Emergence Marketing ? Today, we first understand what people care about most. ? Then examine what they already believe to be true about your brand and your competitors. ? Finally, you figure out how to connect your brand to what people are passionate about in these ways: ¨C authentic (consistent with what they already believe to be true,) ¨C compelling (relevant to what they are passionate about) and ¨C helpful (helps them achieve their goals, not yours) 36
Brand Monitoring and Emergence Marketing Branding is more like politics today. 37
Brand Monitoring Case Mini USA 38
Mini USA ? What the owners love their cars? ? How the company took advantage of the fact that Mini owners love their cars? 39
Mini USA ? The company found out that Mini owners would rather see themselves as members of an exclusive club of people who belonged together. 40
Mini USA ? Marketing to their own owners! ¨C to spur WOM marketing 41
Benefits of Listening ? Find out what your brand stands for. ¨C Mini is not only about delivering a snappy and cool way to deliver ¡®motoring.¡¯ It is also about community. ? Understand how buzz is shifting. ¨C Start listening, and you have a baseline. Keep listening, and you understand change. 42
Benefits of Listening ? Save research money; increase research responsiveness. ¨C Listen is faster, more responsive, and more frequent than survey. ? Find the source of influence in your market. ¨C For example, Neilson¡¯s NetRatings (offline). ? Manage PR crises. ? Generate new product and marketing ideas. 43
Social Technographics Profile and Listening ? High percentage of creators and critics (> 15%) ¨C branding monitoring ? Less than 15% ¨C private communities 44
TALKING 45
Marketing Funnel Marketers have little control over what happens in the middle stages, but the influence of the online social networks is heaviest here. 46
Marketing Funnel 47
At the beginning of the funnel ? Youtube ¨C Ex., Blendtec¡¯s Will It Blend ? SEM (Search Engine Marketing) ¨C paid search 48
At the beginning of the funnel ? SEO (Search Engine Optimization) ¨C organic search ¨C Indexing: index your page to conform to a search engine¡¯s crawler. ? Can use Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free, to ensure that all pages are found. ¨C Preventing crawling: To avoid undesirable content in the search indexes 49
In the middle of the funnel ? Blogs/microblogs/webinars 50
ENERGIZING 51
Why Word of Mouth marketing works? ? It¡¯s believable ? It¡¯s self-reinforcing ? It¡¯s self-spreading 52
Why Word of Mouth marketing works? 53
Strategies of Energizing evangelists/enthusiasts ? Tap into customers¡¯ enthusiasm with ratings and reviews. ? Create a community to energize your customers. ? Participate in and energize online communities of your brand enthusiasts. 54
Energizing considerations ? Which strategy is the best for us? ? Where are our customers in the social technographics profile? Creators Critics Collectors Joiners Spectators Inactives 55
Energizing considerations ? What is our customer¡¯s problem? ¨C probably not the problems you expect or those about your products. E.g., ¡°Adult Fans of Lego¡± talks about building with Lego.
Energizing considerations ? Joint a community? Or hire someone to build our community? Build our own community (offline)? 57
SUPPORTING 58
Cases of supporting ? CarePages (offline) Click ME! 59
EMBRACING 60
Corporate Ideagora ? Salesforce.com community (offline) ? What is Salesforce.com? ? Dell¡¯s IdeaStorm (offline) 61
Another way to look at private community 62
HOMEWORK 63
Chinese Version 64
English Version 65
My Version 66

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08 harness online social networks

  • 2. Good self- image ¡Ù good social image ×ÔÎÒ¸ÐÓXÁ¼ºÃ Éç•þÓ^¸ÐÇ·¼Ñ
  • 3. ¡°I know you think you understand what you thought what I said, but I am not sure you realized what you heard is not what I meant.¡± - Alan Greenspan 3
  • 4. Survey? Creativity? Interview? 4
  • 6. ? Customers are redefining your brand image ? Brand management ? Online reputation management 6
  • 7. 7
  • 8. 8
  • 10. Social technographics Ladder 10
  • 11. Use of Social technographics Profile ? To understand how social technologies are being adopted by any group of people 11
  • 12. STP Example 37 Creator 41 % 18 Female Male US Adults 37 Critics 45 25 16 Collectors 29 12 58 Joiners 59 25 60 Spectators 67 48 28 Inactives 22 44 0 10 20 30 40 50 60 70 80
  • 13. International Comparison of STP Metro China Hong Kong S. Korea U.K. Sweden Creators 36 34 38 9 12 Critics 44 46 27 16 19 Collectors 18 17 14 5 27 Joiners 32 26 41 21 25 Spectators 71 67 39 34 45 Inactives 25 27 36 54 42 ? S. Korea: most active in Asia ? Sweden: most active in Europe ? U.K.: least active in Europe 13
  • 14. L.L. Bean versus Toys ¡°R¡± Us 29 Creator 26 Toys "R" Us 18 38 L.L. Bean Critics 34 25 US Adults 22 Collectors 25 12 36 Joiners 25 25 64 Spectators 60 48 31 Inactives 36 44 0 10 20 30 40 50 60 70 14
  • 15. What Is Your Suggestion for L. L. Bean? ? L. L. Bean is always dedicated to its online shopping, while Toy ¡°R¡± Us is less. ? More ¡°collectors¡± ? Online service, e.g., trip planner (camping list etc.,) ? Customized RSS and widgets 15
  • 16. STRATEGIES FOR TAPPING THE ONLINE SOCIAL NETWORKS 16
  • 17. POST four steps of the strategic planning for Harnessing the OSN Objectives ? What are you customers ready Technology for? ? What are your ? How do you want ? How will your goals? relationships with ? What applications customers ? Marketing or PR? your customers to should you build? engage? ? Most customers change? or special segments? People ? Internal or Strategy external? 17
  • 18. Five basic business functions for Online Social Network Marketing Old paradigm New paradigm How different Research Listening Ongoing monitoring of your customers¡¯ conversations with each other, instead of occasional surveys and focus groups Marketing Talking Participating in and stimulating two-way conversations your customers have with each other, not just outbound communications to your customers Sales Energizing Marking it possible for your enthusiastic customers to help sell each other Support Supporting Enabling your customers to support each other Development Embracing Helping your customers work with each other to come up with ideas to improve your products and services 18
  • 19. LISTENING 19
  • 20. Your brand is what your customers say it is. The value of a brand belongs to the market, and not to the company. The company¡­ is a tool to create value for that brand¡­ Ricardo Guimar?es e.g., 20
  • 21. Listening = Market Research? ? The most thoughtful people don¡¯t take surveys or be in focus groups. ? Research methods are designed to answer questions, not to tap into consumer insights. ? Observation in natural habitats is good but may show ¡®railroad paradox.¡¯ 21
  • 22. Use SNS to Get Stream of Insights 22
  • 23. Listening strategies ? Set up private communities ? Begin brand monitoring 23
  • 24. Set up private communities 24
  • 25. Private Community Case National Comprehensive Cancer Network (NCCN,) USA 25
  • 26. NCCN ? Set up a research network with profiles, discussion forums, online chat, and uploaded photos. ? They knew how patients chose their treatments ¨C most from their primary care physicians. ? Formed communities and improved relationships with community doctors. ? They knew how patients search online for solution and what keywords they use most (e.g., not breast cancer but metastatic.) 26
  • 27. What does a private community do? 27
  • 28. What customers want or need? Principles of Private Communities ? Customers need intimacy. ? INVITE THE RIGHT ? Customers want respect. PEOPLE, KEEP IT PRIVATE ? Customers want empathy. AND SMALL. ? Customers want to have ? VIEW MEMBERS AS good start. ADVISORS TO THE COMPANY. ? Customers need encouragement. ? FIND THE SOCIAL GLUE, MAKE IT MEMBER- CENTRIC. ? WORK AT BUILDING THE COMMUNITY. ? BE GENUINE, ENCOURAGE CANDOR. Lessons from Communispace 28
  • 29. What customers want or need? Principles of Private Communities ? Customers do not want ? JUST PLAIN ASK. over-elaboration. ? PAY EVEN MORE ATTENTION ? Customers want to TO WHAT MEMBERS participate (in their own INITIATE. ways.) ? DON¡¯T SQUELCH THE ? Customers want you to NEGATIVE. solve the problems. ? DON¡¯T ASK TOO ? Customers can become MUCH, TOO OFTEN. fatigued. ? USE THE RIGHT MIX OF ? Customers are diversified. TECHNOLOGIES AND METHODOLOGIES, AND KEEP EXPERIMENTING. Lessons from Communispace 29
  • 30. Give customers sense of self in your brand. 30
  • 32. OSN brand monitoring methods Click ME! 32
  • 34. A ¡°brand association map¡± drawn from online commentary about Nike, as compiled by Nielsen BuzzMetrics. Such maps aim to discover patterns in consumers¡¯ opinions about particular brands. 34
  • 35. Brand Monitoring and Emergence Marketing In the old days we had a product with rational and emotional benefits, and we made up a story and then pounded this story into people¡¯s heads with $$$ (advertising). 35
  • 36. Brand Monitoring and Emergence Marketing ? Today, we first understand what people care about most. ? Then examine what they already believe to be true about your brand and your competitors. ? Finally, you figure out how to connect your brand to what people are passionate about in these ways: ¨C authentic (consistent with what they already believe to be true,) ¨C compelling (relevant to what they are passionate about) and ¨C helpful (helps them achieve their goals, not yours) 36
  • 37. Brand Monitoring and Emergence Marketing Branding is more like politics today. 37
  • 39. Mini USA ? What the owners love their cars? ? How the company took advantage of the fact that Mini owners love their cars? 39
  • 40. Mini USA ? The company found out that Mini owners would rather see themselves as members of an exclusive club of people who belonged together. 40
  • 41. Mini USA ? Marketing to their own owners! ¨C to spur WOM marketing 41
  • 42. Benefits of Listening ? Find out what your brand stands for. ¨C Mini is not only about delivering a snappy and cool way to deliver ¡®motoring.¡¯ It is also about community. ? Understand how buzz is shifting. ¨C Start listening, and you have a baseline. Keep listening, and you understand change. 42
  • 43. Benefits of Listening ? Save research money; increase research responsiveness. ¨C Listen is faster, more responsive, and more frequent than survey. ? Find the source of influence in your market. ¨C For example, Neilson¡¯s NetRatings (offline). ? Manage PR crises. ? Generate new product and marketing ideas. 43
  • 44. Social Technographics Profile and Listening ? High percentage of creators and critics (> 15%) ¨C branding monitoring ? Less than 15% ¨C private communities 44
  • 45. TALKING 45
  • 46. Marketing Funnel Marketers have little control over what happens in the middle stages, but the influence of the online social networks is heaviest here. 46
  • 48. At the beginning of the funnel ? Youtube ¨C Ex., Blendtec¡¯s Will It Blend ? SEM (Search Engine Marketing) ¨C paid search 48
  • 49. At the beginning of the funnel ? SEO (Search Engine Optimization) ¨C organic search ¨C Indexing: index your page to conform to a search engine¡¯s crawler. ? Can use Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free, to ensure that all pages are found. ¨C Preventing crawling: To avoid undesirable content in the search indexes 49
  • 50. In the middle of the funnel ? Blogs/microblogs/webinars 50
  • 52. Why Word of Mouth marketing works? ? It¡¯s believable ? It¡¯s self-reinforcing ? It¡¯s self-spreading 52
  • 53. Why Word of Mouth marketing works? 53
  • 54. Strategies of Energizing evangelists/enthusiasts ? Tap into customers¡¯ enthusiasm with ratings and reviews. ? Create a community to energize your customers. ? Participate in and energize online communities of your brand enthusiasts. 54
  • 55. Energizing considerations ? Which strategy is the best for us? ? Where are our customers in the social technographics profile? Creators Critics Collectors Joiners Spectators Inactives 55
  • 56. Energizing considerations ? What is our customer¡¯s problem? ¨C probably not the problems you expect or those about your products. E.g., ¡°Adult Fans of Lego¡± talks about building with Lego.
  • 57. Energizing considerations ? Joint a community? Or hire someone to build our community? Build our own community (offline)? 57
  • 59. Cases of supporting ? CarePages (offline) Click ME! 59
  • 60. EMBRACING 60
  • 61. Corporate Ideagora ? Salesforce.com community (offline) ? What is Salesforce.com? ? Dell¡¯s IdeaStorm (offline) 61
  • 62. Another way to look at private community 62
  • 63. HOMEWORK 63