3 b peter harris
DESCRIPTION
Show me the smart money – increasing the productivity of market research(ers)Achieving significant cost savings, research-led revenue replacement and growth requires wholesale changes to the way companies buy, use and conduct market research. From insight generation to decision-focussed research: better briefing, prioritisation of research, accountability of research functions. From the Outhouse to in-house: self-managed panels, omnibus, automated reporting, hiring “experts”Satisfaction and preferences to customer value: CVA and choice modellingSurveys to integrated data: operational segmentation and calibrated performance metrics.TRANSCRIPT
![Page 1: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/1.jpg)
What can marketing learn from
VANILLA ICEcloser customer connections in
changing times
http://www.flickr.com/photos/eboman/395968846/
Peter Harris
![Page 2: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/2.jpg)
Peter Harris
Managing Director @ Colmar Brunton
AUDITOR marketing RESEARCHFamily man AMSRS aussie NEW MEDIA
building relationships ASHES TRAGIC
![Page 3: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/3.jpg)
“Stop, Collaborate and Listen” – Vanilla Ice
![Page 4: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/4.jpg)
Stop. Collaborate. Listen.
![Page 5: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/5.jpg)
Past
![Page 6: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/6.jpg)
![Page 7: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/7.jpg)
Your brand is no stronger than your reputation
– and it will increasingly depend on what comes
up when you are Googled.”
Alan Jenkins, Global Communications Consult“
![Page 8: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/8.jpg)
Today
![Page 9: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/9.jpg)
“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
![Page 10: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/10.jpg)
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
![Page 11: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/11.jpg)
Old way
![Page 12: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/12.jpg)
New way
![Page 13: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/13.jpg)
brands must go beyond broadcast
![Page 14: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/14.jpg)
and become “facilitators”
![Page 15: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/15.jpg)
![Page 16: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/16.jpg)
Stop. Collaborate. Listen.
![Page 17: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/17.jpg)
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.
![Page 18: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/18.jpg)
I get by with a little help from my friends,
I get a high with a little help from my friends,
Oh I’m gonna try with a little help from friends
- The Beatles
“
![Page 19: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/19.jpg)
collaborate
![Page 20: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/20.jpg)
![Page 21: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/21.jpg)
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)
![Page 23: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/23.jpg)
• 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
![Page 24: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/24.jpg)
• 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
![Page 25: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/25.jpg)
Results
![Page 26: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/26.jpg)
“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.
![Page 27: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/27.jpg)
entertain
useful
connect
educate
Why they will collaborate?
Source: PHD
![Page 28: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/28.jpg)
Stop. Collaborate. Listen.
![Page 29: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/29.jpg)
Talk with customers in context. Listen to their ideas before they get skewed. Uncover issues, focusing on how people feel.
Listen
![Page 30: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/30.jpg)
“In the old days, brands wanted everybody to pay attention to them. Now brands need to pay attention to everybody else.”
-Anonymous
![Page 31: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/31.jpg)
listen
![Page 32: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/32.jpg)
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
![Page 33: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/33.jpg)
Social Media Monitoring Tools
Social Media Buzz Monitoring 1. Free Alert Systems
2. Paid Analysis Dashboard
3. Full Service Insights Partners
![Page 34: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/34.jpg)
REACHHow 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]
![Page 35: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/35.jpg)
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
Off-line events
![Page 36: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/36.jpg)
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
![Page 37: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/37.jpg)
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
![Page 38: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/38.jpg)
‘Listening is the new marketing’, Chris Brogan
![Page 39: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/39.jpg)
7 Secrets of Vanilla Ice Marketing
![Page 40: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/40.jpg)
1. Make your own game
• Stand out• Don’t play by other people’s rules
![Page 41: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/41.jpg)
2. Build a Posse
• Make friends / connect• Insiders advantage / outsiders can’t buy influence• Create a big F’n network
![Page 42: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/42.jpg)
3. Spin off
• The Archimedes Effect / Leverage• Build off previous success
![Page 43: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/43.jpg)
• Be a great party host• Invite them to participate and mash their own content• Connect , network and help build relationships
4. Throw Awesome Parties
![Page 44: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/44.jpg)
• Provide opportunities to participate • Don’t force the conversations but help it along• Share instead of hoard
5. Pass the mic
![Page 45: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/45.jpg)
6. Go On Road Trips
• 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
![Page 46: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/46.jpg)
• Pay your dues - consistency and authenticity• Be open to criticism and admit when you are wrong• Have a higher purpose
7. Keep it real, always
![Page 47: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/47.jpg)
Don’t chase the paper. Chase the dream.
- Sean Combs aka “Puff Daddy” to rapper Biggie Smalls aka “Notorious
B.I.G” in Notorious“
![Page 48: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/48.jpg)
![Page 49: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/49.jpg)
[email protected]/peteraharris
![Page 50: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/50.jpg)
Appendix
![Page 51: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/51.jpg)
![Page 52: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/52.jpg)
![Page 53: 3 B Peter Harris](https://reader038.vdocuments.site/reader038/viewer/2022103016/554f2181b4c9058b388b5080/html5/thumbnails/53.jpg)