Source©

Engaging People through “Cultural Loyalty”

Piers Young, 2005

Source©

The Next 15 Minutes

Constraints of Names and Numbers Cultural Loyalty Rules of engagement Organisational approaches and tools Case Study: Winter’s Tale

Source©

Constraints of Names and Numbers

Gulliver’s Travels Joint US/UK production The key negotiation:

Keeping Gulliver a sad story (UK) We know what our users like and

it’s not “sad” (US) The compromise:

Getting a ratings god to play Gulliver (US)

The result: Earned the highest ever ratings for

the last episode.

Source©

Television Break

Has anyone seen this iPod advert?

Source©

Cultural Loyalty: What loyal customers can do

Not Apple, no Big Ad Agency but … Mr. George Masters

36 year old high school teacher from Orange County

Enjoys playing around with visuals and likes his iPod.

One loyal customers can create more loyal customers.

How does this “Cultural loyalty” relate to behavioural loyalty?

Source©

Cultural Loyalty: What loyal employees can do

Robert Scoble “balled out Ballmer” in front of millions“Steve, I personally am not happy with what it

appears went down in this case -- even the APPEARANCE that a church is pushing around Microsoft is just wrong in my view …

One of the reasons I came to Microsoft is because of its very strong stance on human rights…

The fact that Microsoft is even in this position makes me want to leave and join a different company that won't be pushed around by religious folks. Is that the message you want to send?”

Loyalty to “the company” or Loyalty to the people in it?

Source©

Cultural Loyalty: What loyal organisations can do

Royal Dutch Shell – “Tell Shell” “To whom do I complain about the completely

DISHONEST way, Shell operate their 'loyalty' scheme ? Having applied in March 2005, on the basis of a 250 BA miles reward, as of today and more than half a dozen calls later, the miles have not been allocated to either my wife or myself. ”

Why publicise this sort of thing on their website?

Source©

Rules of Engagement:Helping cultural loyalty take root

Brand loyalty is the corporate version of going steady, but the breakup is inevitable—and coming fast. Because they are networked, smart markets are able to renegotiate relationships with blinding speed.

- The Cluetrain Manifesto “Marriage Guidance Counselling”

Markets are conversations Transparency Trust Openness Individual voice not “the company line” Authenticity

Source©

Approaches and Tools: “Social Computing”

Business is catching on to social software “The teenagers are on to

something” – March 2004 “Blogs will change your business”

– May 2005 Adoption by Fortune 500’s

(Source: ensight.org)

Social Computing is “humanising” corporations, inside and out.

Source©

Approaches and Tools: Stonyfield Farm

“We have a certain "personality" in the world--we care about the environment; about healthy food; about supporting family farms.  With growth, we fear losing touch with what is a very loyal and committed customer base … blogs are a way to continue to personalize our relationship with our customers.” 

-Christine Halvorson, Stonyfield Blogger

Source©

Approaches and Tools: Lego Mindstorms

1997 – Lego launches “Mindstorms”, a build-it-yourself robot development system

3 weeks later - 1,000 hackers had downloaded the operating system, vastly improved it, and posted their work freely online.

Long stunned silence later - Lego accepted the merits of this community's work and supports it.

Source©

Case Study: Winter’s Tale

John Dean Winter is trying to visit every Starbucks in the world 4,122 North American stores 114 in Britain 53 in Japan

And Starbucks don’t want to know Draws attention to ubiquity in “No

Logo” anti-globalisation times How does that affect “cultural

trust”? Customer Awareness?

Source©

Thanks