seeding
Post on 17-Aug-2014
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Brands, Bloggers and Word of Mouse
September 2008
now w
e trust horizontally
we used to trust vertically
I trust the opinions of real people like me rather than a biased journalist
Growth and popularity of community-based user review sites
“ ”
parenting wine travel movies electronics
I trust people like me…
Word of Mouth has always been important…
technology changes things…
“ ”
Word of Mouth
Word of Mouse
technology changes things…
“ ”MEETS
AMPLIFICATION of opinions
SPEED of shared opinions
Word of Mouth
Word of Mouse
technology changes things…
thirdrate.com/kryptonite_files/2.mov
Picked up by Metafiler and spread within days across thousands of blogs and websites
A video is created and posted online showing how this is done 1 million downloads
Picked up New York Times, CNN, BBC etc
One post on one message board, alerting people to the fact that theselocks could be opened with a Bic pen (170,000 see posting)
14th Sept 17th Sept 17th Sept 23rd Sept
Kryptonite had to offer a free exchange on every $100 lock
Over 400,000 have been exchanged
They have just settled a class action law suit
$4 billion wiped off the Apple share price
Brands are thinking creatively about how to engage and involve in Social Media spaces
Our Social Media Methodology
Launching Cocoon
Web Mapping identifies the keyinfluential UK blogging voices In the areas of
•Style & design•Music•Technology•Thought leadership
Relationshipsbuilt with keyinfluentialBloggers - all individually approached
Phones sent out
SIM activation
Management of O2 Cocoonblog
Bloggers feed back
Content creation
Regular email contact
Answering bloggerquestions
On-going dailymonitoring
Daily web maps
Qualitative analysis
Quant evaluation
Identify Engage Seed In Field Evaluate
Strategy/Methodology
• Initial release in 2005. Ongoing development.
• Applies tried-and-tested offline sociometric theory online (with some tweaking)
• Designed from ground up for practitioner use, not as a bureau service
• Intended to be both strategic and tactical tool
• Cross-platform/open source
Understanding Web Mapping
Identify Engage Seed In Field Evaluate
Identify Engage Seed In Field Evaluate
Nuts and Bolts 1• Calculates and displays metrics related to Influence and
Authority
• Initially we did this ‘by hand’ using freely available software such as NetDraw and UCINET
• Proved that the techniques worked, but needed a streamlined workflow -- so developed our own software.
Identify Engage Seed In Field Evaluate
Nuts and Bolts 2• Client is built in Java, server in Perl.
• Either can run on Linux, OS X, Windows (via Cygwin) or Solaris etc.
• Uses robust, time-proven open source frameworks wherever possible
• Designed for easy update, so we can add features as need arises -- for example currently semantic content analysis
service
modules
REST, JASON etc clients
spidersqueue manager
server
analysis engine
user
Run a query•data source(s) Google/Yahoo/Technorati etc•keywords and boolean logic•options (data set size, output format etc)
Add a new data point to an existing query
Analyse data series
database
content
services
PDF, EPS, CSV etc
queries/commands (TXT)
data files (XML, CSV, TXT)
Internet
viewer
analysis engine
visualiser
kernel
Identify Engage Seed In Field Evaluate
What we learned• Many offline sociometric measures apply online!
• Measures of ‘influence’ correlate well against human experts
• Building it ourselves greatly assisted with learning and with assuring relevance of the tool
• Many patterns within communties and over time that inform strategic activity
Web map of Neville Hobson’s blog
Example: Neville Hobson
Web maps show us that Neville Hobson’s blog has a network of 1118 sites via 2,549 links
He is ranked 440 on Technorati and 55 on The Ad Age Power 150
Therefore he is a highly influential voice for us to target for the programme
How Web Mapping was utilisedfor this project
Identify Engage Seed In Field Evaluate
Engagement via “Radical Transparency”
You have to be a properpart of this new Social Media World
in order to engage in it
Success MetricsIdentify Engage Seed In Field Evaluate
1. Engagement – depth of engagement with UK influential bloggers
2. Digital conversations – dialogue generated
3. Brand Perceptions – shift in perceptions of O2
Sales – qualitative indicators
“The O2 project seems like a smart oneand provides a potential blueprint forbrands to engage with bloggers beyondthe sending of press releases.”
Henry Lambert PSFK Trends
“The approach to me is part of a clearoutreach programme. That’s verydifferent to the many bad pitches Ireceive”
Neville Hobson PR consultant
Engagement with bloggers seen as a blueprint for success
Engagement is positive, deep and detailed
“I reckon it's the best operator brandedhandset I've yet seen”
Tom Hume - Developer
“My friends (male and female) all think thatthe phone is very eye-catching and different probably because of the white outer shelland blue LED display. One of my friendsactually compared the Cocoon to an ipod that can’t be bad!”
Laurence Borel – Qualitative researcher
Map shows conversations between thought leadersthat was completely the product of the programme
Conversations have been generated
Number 1 referenced site for O2 Cocoon phone handset
O2 Cocoon blog is at the centre of the conversation
• 50 postings , over 150 comments during campaign period
• The O2 Cocoon blog has generated 4,001 page views from 1,247 unique visitors
• 73% of blog visits were new and 65% of visits have come from sites referring the O2 Cocoon blog
• Average time spent on the blog is 3 minute and 14 seconds –this is high, most blogs are under a minute
www.o2cocoonblog.co.uk
The O2 Cocoon blog has facilitated a real community
A better customer experience has been achieved by O2 engaging through the blog
Issues with the set up and operation of the phone were answered in an open and collaborative manner by O2on the O2 Cocoon blog
The blog has also allowed consumers to help and advise each other
The world according to ….
If you Google the term “O2 Cocoon” O2 Cocoon blog appears on the 1st page
Consumers who are researching O2Cocoon have the opportunity to view and interact with the O2 Cocoon blog
If you Google “O2 Cocoon” you get the O2 Cocoon blog
1st listing when searching forO2 Cocoon Blog on page 1 of Google
Seeded bloggers are listed on pages 1,2 and 3
High visibility for the O2 Cocoon blog
No.1 listing for “O2 Cocoon blog” on Google
Seeded bloggers are listed high up the rankings
Page 2 Google Page 3 Google
Cocoon – conversation mapping
+ Positive
- Negative
Technology Music Style & DesignThought
Leadership
sent
imen
t
Room for improvementin technology
Style and designand thought leadershipare strong points
Music was not a key talking point
Handset Accessories O2 Thought Leadership
+
-
Approach
XDA – conversation mapping
• Each post measured for sentiment on a scale of 1 – 10 for
- O2 - Approach- Handset - Thought Leadership- Accessories
Conversation Sentiment
SEO benefits to Bloggers
69% were surprised that a company like O2 could launcha handset in this way
77% said their perception of O2 was better as result oftaking part in the program
15% said it was the same
Brand perceptions have shifted
“Keep trying, innovating. This was a brave effort and i applaud you forit. I hope you've learned a great deal.”
“Customer service is great.”
“Maybe send out demo handsets out, so errors could be ironed out, atthe same time as increasing hype.”
“More programs like this. I was surprised at the honesty of it all - it didn'tfeel like a corporate PR exercise, but an attempt to genuinely engagewith the community.”
“Keep doing smart initiatives like this!”
Post campaign comments from seeded bloggers
We believe positive sentiment on Google and blogs do influence consumer purchase intent
Of bloggers surveyed…
75% would recommend the phone to a friend (Net Promoter Score, NPS)
73% would recommend O2 as a mobile service to a friend (NPS)
“I’ve had my phone a day so far and love it. Work mates love it and boyfriendmakes out he doesn’t like it. I’ve been with O2 for nearly 10years and this is the first time i’ve upgraded to an O2 phone, rather than Nokiaetc. And must stay, i’m pleased with my choice. Well my thoughts are that thisphone is great and would advise anyone to get one. Thanks O2!” O2 customer on the O2 Cocoon blog (not a seeded blogger)
(VCCP research)
Sales – qualitative indicators
(aka people having conversations)
1. When brands initiate and participate in conversations, be aware that control is traded for participation
2. Conversations can be guided but not managed
3. Conversations have to be interesting (how can you brand make them more so?)
4. Conversations are in real-time
5. Conversations are continuous
5 Key Rules of Social Media Marketing
Thank you!
Questions?
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