2014 11 12 for friends, not for brands sda
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Lecture given at the SDA Business School (Italy) and the University of Lugano (Switzerland) to introduce my book "For friends, not for Brands!"TRANSCRIPT
GIANNI CATALFAMOFOUNDER OF CC:CATALFAMO CONSULTANCY BOUTIQUE
CO-CHAIRMAN OF THE WORLD COMMUNICATION FORUM (DAVOS)
[email protected] giannicatalfamo sonofgeektalk.wordpress.com
WHY - HOW - WHO
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WHY
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50
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THE SPECTER OF IRRELEVANCE
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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 great donut pictures
I’m a Google employee who eats donuts
Who has the best donut recipe?
Now listening to “Donuts”
Я люблю пончики
������
I like donuts, but not their advertisements
I like donuts, because I get their ad dollars
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Ethe Killer Application of the Internet!
What do they have in common?
LPOEP
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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LISTEN
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TO
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YOUR
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CUSTOMERS
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HOW CAN IT EVER BE
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•Don't criticize, condemn, or complain.
•Give honest and sincere appreciation.
•Arouse in the other person an eager want.
•Become genuinely interested in other people.
•Smile.
•Remember that a person's name is, to that person, the sweetest and most important sound.
•Be a good listener. Encourage others to talk about themselves.
•Talk in terms of the other person's interest.
•Make the other person feel important ‒ sincerely.
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HOW
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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
SupportFeedbackAdvice
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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
SupportFeedbackAdvice
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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Key communication objective:
Drive Majors awareness from Small
from:“KitchenAid Stand Mixers”
to:“Ovens made as well as the Stand Mixers”
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Key communication objective:
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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Key communication objective:
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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Key communication objective:
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
...
Key communication objective:
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)
26
13
4
5
Which will (ultimately) feed into your sales funnel
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GOVERNANCE
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Clientasset(s)
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TUNE
DEPLOYCONVERT
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Stages of buy-inBuy in of:•CEO
Buy in of:•Sales
Buy in of:•Comms•IT
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30-40 searchable words per language
PMs,Subject Matter
Experts,Market Analysts
Identify search words to enable Insight phase
Search seed workshopGOAL PARTICIPANTS DELIVERABLE
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Contentstrategy
Product/Brand Marketing,
Communications,CIO,
webmaster
Define storytelling, organisation,
metrics
Tuning workshopGOAL PARTICIPANTS DELIVERABLE
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Online - offline customer
engagement model
Channel manager,Retail manager,Direct sales,web sales
Connect online cycle with offline touch points
Integration meetingGOAL PARTICIPANTS DELIVERABLE
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The Social Enterprise
Corp Comms,Exec CommsAssistants,
CEO
Convince the CEO that a Social
Enterprise cannot happen without
him
Top mgmt storyGOAL PARTICIPANTS DELIVERABLE
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http://bit.ly/YmpyqWhttp://bit.ly/YqqdaX
Download full list from
mirror:
whether we like it or not...
Glassdoor.com:
Mahindracase study
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meet
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144,000179,000
95,000
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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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1. Frame•Vision•Policy•Objective•Values
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2. Enable •Training•Tools•Support
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“Courage: isabout doing it!”
Tom De LongHarvard Business School
http://www.youtube.com/watch?v=BhxanhF2_ks
(imaginary)John Deere case study
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WHO
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A split 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 believes
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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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“the Prospector”
• Knows where to look for gold• Knows and is known in the company
• Can turn the roughest diamond into a gem
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“the Policeman”
• Understands communities and their dynamics
• Uses moderation with moderation• Keep threads clean and readable• Bans obnoxious users
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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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Been there, done that
• Bayer Supradyn (IT)
• EPP (UK, FR, PO, SP, DE)
• Novartis oncology (IT, DE)
• ACEA (Eu)
• Skylogic (IT, GR, UK, FR)
• IBM SMB, STG, SWG (IT)
• Dell (UK, DE)
• KitchenAid (FR, UK, DE, IT)
[email protected] giannicatalfamo sonofgeektalk.wordpress.com