participation marketing—getting involved peter ward
TRANSCRIPT
www.wayn.com The Travel Social Network
Peter WardCEO & Co-Founder
Participation Marketing - Getting Involved
Building a Friend Base on WAYN - By Persona/Brand AmbassadorWhat is Participation Marketing
Participation Marketing [DEFINITION] is a marketing strategy that directly engages consumers and invites and encourages consumers to participate in the evolution of a brand.
But more importantly the outcome should be that…
The brand and a consumer connect in order to offer a true experience related to the brand's core values. It is a long term connection that must be enhanced over time.
Building a Friend Base on WAYN - By Persona/Brand AmbassadorOur business is built on it
• Participation is core to what we do and how we frame our brand values
• We exist to help users discover where to go next, make it happen and share the experience with others
• They’re participation is CRITICAL to our business
Building a Friend Base on WAYN - By Persona/Brand AmbassadorEngaging Millennial’s
Building a Friend Base on WAYN - By Persona/Brand AmbassadorPersonalise the experience
• The ‘Share a coke’ campaign invites customers to participate in a massive social/referral marketing experience
• Generates huge customer participation, particularly online
• 341,000 posts on Instagram with the hashtag #shareacoke from last campaign
• 96% of consumer sentiment toward the campaign was either positive or neutral.
Building a Friend Base on WAYN - By Persona/Brand AmbassadorMake an impact
Pledges: Pledges: 180k 750k +
Building a Friend Base on WAYN - By Persona/Brand Ambassador
• 97% register to vote
• 85% voted in the referendum
• Passion divided a nation & forced people to make an opinion
• 5.4M tweets and over 10M engagements on Facebook
Emotion is a powerful tool
Building a Friend Base on WAYN - By Persona/Brand AmbassadorUsing Brand Ambassadors
• Over 200,000 connections in just 4 weeks
• Over 1m impressions served to the profile alone
• 55k engagements delivered to content, likes, comments, shares etc.
People are influenced by People
Using Brand Ambassadors
Building a Friend Base on WAYN - By Persona/Brand AmbassadorCreating Brand Advocacy
• Innovative approach to connect with global customers
• Online lifestyle magazine to connect with citizens [customers] around the world
• Geared to inspire customers, let them look at things differently and fuel their desire for traveling to another city.
Building a Friend Base on WAYN - By Persona/Brand AmbassadorGive the people what they want
• Audi’s recent #PaidMyDues campaign caused a stir amongst its Instagram followers.
• More used to cool pictures of cars rather than portraits of semi-obscure, unrelated artists.
Building a Friend Base on WAYN - By Persona/Brand AmbassadorMake sure your values match up
• Improving customer service and branch services should be the focus
• Not teaching people how to use their PCs, creating Instagram accounts etc.
• Generates participation but in a damaging way
• Neither Barclays or the Digital Eagles replied to any of the comments on the sponsored post
Building a Friend Base on WAYN - By Persona/Brand AmbassadorMake sure your values match up
Building a Friend Base on WAYN - By Persona/Brand AmbassadorMake it entertaining
• Tom Dickson, the Blendtec founder, attempts to blend various unusual items in order to show off the power of his blender
• As of March 21, 2013, the Blendtec series of videos had collected a total of 294,098,738 views on YouTube
• Over 576 products suggested for blending
Building a Friend Base on WAYN - By Persona/Brand AmbassadorKnow how to use social media
“If the content looks boring or the message fails to inspire don’t be surprised to get zero engagement”
Building a Friend Base on WAYN - By Persona/Brand AmbassadorDon’t try too hard to copy others
• Consumers see straight through copycat campaigns
• Can massively backfire
• DO HOWEVER copy mechanisms that demonstrate participation from successful campaigns
Building a Friend Base on WAYN - By Persona/Brand AmbassadorDon’t make it too complicated
How to do it! Errr How not to do it!
Building a Friend Base on WAYN - By Persona/Brand AmbassadorMake sure you…….
Enable a tangible interaction with your product/service
Strike an emotive tone with your audience…even better if it [tastefully] divides opinion
Tap into influencers, bloggers, ambassadors and even turn customers into advocates or fans, to both create content and ‘socialise’ it with others
Is your campaign entertaining? even is your product is a utility or functional it can still entertain your customers, by linking it something that’s relevant
Building a Friend Base on WAYN - By Persona/Brand AmbassadorAnd try to avoid…….
Moving too far way from what your customers expect from you
A mismatch in your brand values, losing sight of what's important by spending too much focus on what's not relevant
Missing the point of social media! If the message or the content is boring then don’t be surprised to see next to no engagement
Simply ‘copying’ like-for-like campaigns you’ve seen…copy mechanisms that drove participation instead
Making participation too complicated, you’ll exclude rather than include your customers
