Idea Platforms | Diamond in the Web 2.0 Rough?

Idea PlatformsDiamond in the Web 2.0 Rough

Dr Paul MarsdenDigital Ethnographer

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Syzygy Research / Web 2.0

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Dave Balter Bzzagent.com

Scott Cook* Intuit Simon Guild MTV Europe

Jeff Howe* Wired Jeffrey Kalmikoff Threadless

Victoria Kartashova Syzygy Steve Knox P&G

(Vocalpoint) Martin Oetting European School of

Management Mary Ralles P&G (Connect +

Develop) Katarina Skoberne OpenAd Dwayne

Spradlin InnoCentive Don Tapscott* Wikinomics

Kelly Thompson iStockphoto

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Brand Autism

CatLitters

SeaSquirts

YourSalary

Web 2.0 / The Participatory Web

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Web 2.0 / The Participatory Web

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Web 1.0 - Connecting pages

Web 2.0 - Connecting pEOPLE

Web 2.0 / The Participatory Web / Content Sharing

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Web 2.0 / The Participatory Web / Content Sharing

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Web 2.0 / The Participatory Web / Content Sharing

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Web 2.0 / The Participatory Web / Content Sharing

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!!!!???

Web 2.0 / The Participatory Web / Content Sharing

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Web 2.0 / The Participatory Web / Content Sharing

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Web 2.0 / A Commercial Desert?

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Adding Web 2.0 tools to our Web 1.0 mix...

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i @ $information communication commerce

Information / Brochureware + User Reviews

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Communication / Search+Display (Ads) + User Forums

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Communication / Lead Generation + User Selling

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$

Is that it? (not much for a so-called media revolution...)

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We can use Web 2.0 tools to drive sales!

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By turning users into brand advocates

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Advocacy drives Sales

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WOULD YOU RECOMMEND

US?

Advocacy drives Sales

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WOULD YOU RECOMMEND

US?

What your customers say about you is more important than what you say

about yourself

Advocacy drives sales

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WOULD YOU RECOMMEND

US?

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Detractors Passives Promoters

Likelihood you’d recommend us?

How do we use Web 2.0 to drive advocacy?

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First, the Economics of Advocacy

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First, the Economics of Advocacy

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Happy Customers

First, the Economics of Advocacy

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Happy Customers

First, the Economics of Advocacy

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Happy Customers +-

First, the Economics of Advocacy

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Happy Customers +-PromotersPassivesDetractors

First, the Economics of Advocacy

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Happy Customers +-PromotersPassivesDetractors

Detainees

MissionariesAgnosticsInsurgents

AngelCandidates

First, the Economics of Advocacy

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Happy Customers +-PromotersPassivesDetractors

Detainees

MissionariesAgnosticsInsurgents

AngelCandidates

Angels

First, the Economics of Advocacy

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Happy Customers +-PromotersPassivesDetractors

Detainees

MissionariesAgnosticsInsurgents

AngelCandidates

Angels

Advocacy Angels

Drive Growth

Customer Advocates →1/3 Total Brand Acquisition

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10% of customersDrive 30% Sales

to New Customers

How Can We Help them?

Now, the Psychology of Advocacy

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Now, the Psychology of Advocacy

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Customer Advocacy Trumps

Advocacy / Effect of Expectation-beating Experience

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Advocacy Needs to Be Activated

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50% of those who would recommend

don’t yet do so

Advocacy / Solve My Problem (Or East Your Brain)

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the sea squirt principle

Advocacy / Remarkable Solutions to my Problems

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Advocacy / Remarkable Solutions to my Problems

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But Wait / Solutions to Which Problems?

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The Sally-Anne TestBrand Autism

But Wait / Solutions to Which Problems?

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The Sally-Anne Test

Imagine two children, Sally and Anne, playing together:

Brand Autism

But Wait / Solutions to Which Problems?

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The Sally-Anne Test

Imagine two children, Sally and Anne, playing together:

Sally has a basket; Anne has a box.

Brand Autism

But Wait / Solutions to Which Problems?

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The Sally-Anne Test

Imagine two children, Sally and Anne, playing together:

Sally has a basket; Anne has a box.

Sally puts a marble in her basket and then leaves.

Brand Autism

But Wait / Solutions to Which Problems?

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The Sally-Anne Test

Imagine two children, Sally and Anne, playing together:

Sally has a basket; Anne has a box.

Sally puts a marble in her basket and then leaves.

While Sally is away and cannot watch, Anne takes the marble out of Sally's basket and puts it into her box.

Brand Autism

But Wait / Solutions to Which Problems?

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The Sally-Anne Test

Imagine two children, Sally and Anne, playing together:

Sally has a basket; Anne has a box.

Sally puts a marble in her basket and then leaves.

While Sally is away and cannot watch, Anne takes the marble out of Sally's basket and puts it into her box.

When Sally returns, where will she look for her marble?

Brand Autism

But Wait / Solutions to Which Problems?

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Brand Autism

But Wait / Solutions to Which Problems?

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80% of CEO’s believe their brand delivers a superior experience...

Brand Autism

But Wait / Solutions to Which Problems?

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80% of CEO’s believe their brand delivers a superior experience...

...8% of their brand users agree

Brand Autism

Web 2.0 Diagnostics / Identifying the Problems to Solve

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Idea Platforms / Identifying Problems to Solve

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Idea Platforms / Identifying Problems to Solve

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Idea Platforms / Identifying Problems to Solve

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Idea Platforms work as Advocacy Activators too

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Idea Platforms work as Advocacy Activators too

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Sales Effect

Propensity to Purchase + 50%Propensity to Recommend + 100%

Idea Platforms work as Advocacy Activators too

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Branding Effect

Establishing efficient, choice-shaping associations with the brand name

The Psychology of Participation / The Hawthorne Effect

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Hawthorne Plant Experiments on Worker Productivity

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Feedback on Brighter Factory Lighting

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Feedback on Even Brighter Factory Lighting

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Feedback on Softer Factory Lighting

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Feedback on No Factory Lighting

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Participants Advocated WHATEVER they Participated In...

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Was it something in the Hawthorne water?

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People are Social Animals and Like Participating

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People are Social Animals and Like Participating

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The Hawthorne EffectPositive Bias of

Participation

Using the Hawthorne Effect to Get Yourself a Pay Rise

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Hey boss, can we ask you for some advice?

Hawthorne Effect / A Real Problem for Researchers

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Hawthorne Effect / A Real Opportunity for Marketers

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Idea Platforms as Diamond in the Web 2.0 Rough

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CRM 2.0 / Engaging Profitable Promoters as Advisors

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CRM 2.0 / Engaging Profitable Promoters as Advisors

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CRM 2.0 / Engaging Profitable Promoters as Advisors

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InsideScoops

Sneak Peeks

VIP Votes

Channel Marketing 2.0 / Virtual Advisory Boards

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VIRTUAL ADVISORY BOARDS

HELP you solve customer problems

HELP you ACTIVATE customer ADVOCACY

Channel Marketing 2.0 / Virtual Advisory Boards

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Channel Marketing 2.0 / Virtual Advisory Boards

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Channel Marketing 2.0 / Virtual Advisory Boards

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FAME

Channel Marketing 2.0 / Virtual Advisory Boards

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FAME

FORTUNE

Channel Marketing 2.0 / Virtual Advisory Boards

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FAME

FORTUNE

FUN

Channel Marketing 2.0 / Virtual Advisory Boards

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FAME

FORTUNE

FUN

FULFILLMENT

Idea Platforms & Participatory Marketing / 10 Insights

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Idea Platforms & Participatory Marketing / 10 Insights

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1. Start Small2. Remember the 90:9:1 Rule3. Get the Motivational Mix Right4. Deal with Sturgeon’s Law5. Harness Joy’s Law6. KISS: Keep it Short & Simple7. Target Communities of Practice8. Manage the Process9. Get Legal Involved10.Promote the Platform

Putting it all Together...

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1. Identify your Advocacy Angels

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Cus

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AngelsDetainees

MissionariesAgnosticsInsurgents

AngelCandidates

Customer Advocacy

PromotersPassivesDetractors

1. Identify your Advocacy Angels

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Cus

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AngelsDetainees

MissionariesAgnosticsInsurgents

AngelCandidates

Customer Advocacy

PromotersPassivesDetractors

AngelsAngels

2. Invite them onto a Special Advisory Board

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3. Offer a Compelling Benefit for Board Membership

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Board Room

3. Offer a Compelling Benefit for Board Membership

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Board Room

3. Offer a Compelling Benefit for Board Membership

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Board Room

3. Offer a Compelling Benefit for Board Membership

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Board Room

3. Offer a Compelling Benefit for Board Membership

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test drive couponcampaign artwork

viral link

3. Offer a Compelling Benefit for Board Membership

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4. Promise Quick and Easy Participation

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5. Seek Board Advice on Doing Something Remarkable

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5. Seek Board Advice on Doing Something Remarkable

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5. Seek Board Advice on Doing Something Remarkable

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5. Seek Board Advice on Doing Something Remarkable

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5. Seek Board Advice on Doing Something Remarkable

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6. Launch Your Web 2.0 Advocacy Activator Solution

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7. Measure the Results and Smile

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sales

NPS

REFERRAL VALUE

Idea Platforms / Diamond in the Web 2.0 Rough

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Whatever you do, make sure it’s worth talking about

Thank you