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Idea Platforms Diamond in the Web 2.0 Rough Dr Paul Marsden Digital Ethnographer 1

Idea Platforms | Diamond in the Web 2.0 Rough?

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A conference presentation given in Germany and the UK on using Web 2.0 technology as an Idea Platform in marketing and innovation

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Page 1: Idea Platforms | Diamond in the Web 2.0 Rough?

Idea PlatformsDiamond in the Web 2.0 Rough

Dr Paul MarsdenDigital Ethnographer

1

Page 2: Idea Platforms | Diamond in the Web 2.0 Rough?

Syzygy Research / Web 2.0

2

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

Page 3: Idea Platforms | Diamond in the Web 2.0 Rough?

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Brand Autism

CatLitters

SeaSquirts

YourSalary

Page 4: Idea Platforms | Diamond in the Web 2.0 Rough?

Web 2.0 / The Participatory Web

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Page 5: Idea Platforms | Diamond in the Web 2.0 Rough?

Web 2.0 / The Participatory Web

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Web 1.0 - Connecting pages

Web 2.0 - Connecting pEOPLE

Page 6: Idea Platforms | Diamond in the Web 2.0 Rough?

Web 2.0 / The Participatory Web / Content Sharing

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Page 7: Idea Platforms | Diamond in the Web 2.0 Rough?

Web 2.0 / The Participatory Web / Content Sharing

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Page 8: Idea Platforms | Diamond in the Web 2.0 Rough?

Web 2.0 / The Participatory Web / Content Sharing

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Page 9: Idea Platforms | Diamond in the Web 2.0 Rough?

Web 2.0 / The Participatory Web / Content Sharing

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!!!!???

Page 10: Idea Platforms | Diamond in the Web 2.0 Rough?

Web 2.0 / The Participatory Web / Content Sharing

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Page 11: Idea Platforms | Diamond in the Web 2.0 Rough?

Web 2.0 / The Participatory Web / Content Sharing

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Page 12: Idea Platforms | Diamond in the Web 2.0 Rough?

Web 2.0 / A Commercial Desert?

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Page 13: Idea Platforms | Diamond in the Web 2.0 Rough?

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

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i @ $information communication commerce

Page 14: Idea Platforms | Diamond in the Web 2.0 Rough?

Information / Brochureware + User Reviews

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i

Page 15: Idea Platforms | Diamond in the Web 2.0 Rough?

Communication / Search+Display (Ads) + User Forums

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@

Page 16: Idea Platforms | Diamond in the Web 2.0 Rough?

Communication / Lead Generation + User Selling

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$

Page 17: Idea Platforms | Diamond in the Web 2.0 Rough?

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

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Page 18: Idea Platforms | Diamond in the Web 2.0 Rough?

We can use Web 2.0 tools to drive sales!

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Page 19: Idea Platforms | Diamond in the Web 2.0 Rough?

By turning users into brand advocates

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Page 20: Idea Platforms | Diamond in the Web 2.0 Rough?

Advocacy drives Sales

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WOULD YOU RECOMMEND

US?

Page 21: Idea Platforms | Diamond in the Web 2.0 Rough?

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

Page 22: Idea Platforms | Diamond in the Web 2.0 Rough?

Advocacy drives sales

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WOULD YOU RECOMMEND

US?

Page 23: Idea Platforms | Diamond in the Web 2.0 Rough?

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Page 24: Idea Platforms | Diamond in the Web 2.0 Rough?

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0 1 2 3 4 5 6 7 8 9 10

Detractors Passives Promoters

Likelihood you’d recommend us?

Page 25: Idea Platforms | Diamond in the Web 2.0 Rough?

How do we use Web 2.0 to drive advocacy?

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Page 26: Idea Platforms | Diamond in the Web 2.0 Rough?

First, the Economics of Advocacy

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Page 27: Idea Platforms | Diamond in the Web 2.0 Rough?

First, the Economics of Advocacy

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+

-

+-

Pro

fitab

le C

usto

mer

s

Happy Customers

Page 28: Idea Platforms | Diamond in the Web 2.0 Rough?

First, the Economics of Advocacy

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+

-

+-

Pro

fitab

le C

usto

mer

s

Happy Customers

Page 29: Idea Platforms | Diamond in the Web 2.0 Rough?

First, the Economics of Advocacy

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Pro

fitab

le C

usto

mer

s

+

-

Happy Customers +-

Page 30: Idea Platforms | Diamond in the Web 2.0 Rough?

First, the Economics of Advocacy

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Pro

fitab

le C

usto

mer

s

+

-

Happy Customers +-PromotersPassivesDetractors

Page 31: Idea Platforms | Diamond in the Web 2.0 Rough?

First, the Economics of Advocacy

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Pro

fitab

le C

usto

mer

s

+

-

Happy Customers +-PromotersPassivesDetractors

Detainees

MissionariesAgnosticsInsurgents

AngelCandidates

Page 32: Idea Platforms | Diamond in the Web 2.0 Rough?

First, the Economics of Advocacy

28

Pro

fitab

le C

usto

mer

s

+

-

Happy Customers +-PromotersPassivesDetractors

Detainees

MissionariesAgnosticsInsurgents

AngelCandidates

Angels

Page 33: Idea Platforms | Diamond in the Web 2.0 Rough?

First, the Economics of Advocacy

28

Pro

fitab

le C

usto

mer

s

+

-

Happy Customers +-PromotersPassivesDetractors

Detainees

MissionariesAgnosticsInsurgents

AngelCandidates

Angels

Advocacy Angels

Drive Growth

Page 34: Idea Platforms | Diamond in the Web 2.0 Rough?

Customer Advocates →1/3 Total Brand Acquisition

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10% of customersDrive 30% Sales

to New Customers

How Can We Help them?

Page 35: Idea Platforms | Diamond in the Web 2.0 Rough?

Now, the Psychology of Advocacy

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Page 36: Idea Platforms | Diamond in the Web 2.0 Rough?

Now, the Psychology of Advocacy

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Customer Advocacy Trumps

Page 37: Idea Platforms | Diamond in the Web 2.0 Rough?

Advocacy / Effect of Expectation-beating Experience

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Page 38: Idea Platforms | Diamond in the Web 2.0 Rough?

Advocacy Needs to Be Activated

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50% of those who would recommend

don’t yet do so

Page 39: Idea Platforms | Diamond in the Web 2.0 Rough?

Advocacy / Solve My Problem (Or East Your Brain)

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the sea squirt principle

Page 40: Idea Platforms | Diamond in the Web 2.0 Rough?

Advocacy / Remarkable Solutions to my Problems

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Page 41: Idea Platforms | Diamond in the Web 2.0 Rough?

Advocacy / Remarkable Solutions to my Problems

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Page 42: Idea Platforms | Diamond in the Web 2.0 Rough?

But Wait / Solutions to Which Problems?

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The Sally-Anne TestBrand Autism

Page 43: Idea Platforms | Diamond in the Web 2.0 Rough?

But Wait / Solutions to Which Problems?

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The Sally-Anne Test

Imagine two children, Sally and Anne, playing together:

Brand Autism

Page 44: Idea Platforms | Diamond in the Web 2.0 Rough?

But Wait / Solutions to Which Problems?

37

The Sally-Anne Test

Imagine two children, Sally and Anne, playing together:

Sally has a basket; Anne has a box.

Brand Autism

Page 45: Idea Platforms | Diamond in the Web 2.0 Rough?

But Wait / Solutions to Which Problems?

37

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

Page 46: Idea Platforms | Diamond in the Web 2.0 Rough?

But Wait / Solutions to Which Problems?

37

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

Page 47: Idea Platforms | Diamond in the Web 2.0 Rough?

But Wait / Solutions to Which Problems?

37

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

Page 48: Idea Platforms | Diamond in the Web 2.0 Rough?

But Wait / Solutions to Which Problems?

38

Brand Autism

Page 49: Idea Platforms | Diamond in the Web 2.0 Rough?

But Wait / Solutions to Which Problems?

38

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

Brand Autism

Page 50: Idea Platforms | Diamond in the Web 2.0 Rough?

But Wait / Solutions to Which Problems?

38

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

...8% of their brand users agree

Brand Autism

Page 51: Idea Platforms | Diamond in the Web 2.0 Rough?

Web 2.0 Diagnostics / Identifying the Problems to Solve

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Page 52: Idea Platforms | Diamond in the Web 2.0 Rough?

Idea Platforms / Identifying Problems to Solve

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Page 53: Idea Platforms | Diamond in the Web 2.0 Rough?

Idea Platforms / Identifying Problems to Solve

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Page 54: Idea Platforms | Diamond in the Web 2.0 Rough?

Idea Platforms / Identifying Problems to Solve

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Page 55: Idea Platforms | Diamond in the Web 2.0 Rough?

Idea Platforms work as Advocacy Activators too

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Page 56: Idea Platforms | Diamond in the Web 2.0 Rough?

Idea Platforms work as Advocacy Activators too

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Sales Effect

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

Page 57: Idea Platforms | Diamond in the Web 2.0 Rough?

Idea Platforms work as Advocacy Activators too

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Branding Effect

Establishing efficient, choice-shaping associations with the brand name

Page 58: Idea Platforms | Diamond in the Web 2.0 Rough?

The Psychology of Participation / The Hawthorne Effect

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Page 59: Idea Platforms | Diamond in the Web 2.0 Rough?

Hawthorne Plant Experiments on Worker Productivity

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Page 60: Idea Platforms | Diamond in the Web 2.0 Rough?

Feedback on Brighter Factory Lighting

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Page 61: Idea Platforms | Diamond in the Web 2.0 Rough?

Feedback on Even Brighter Factory Lighting

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Page 62: Idea Platforms | Diamond in the Web 2.0 Rough?

Feedback on Softer Factory Lighting

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Page 63: Idea Platforms | Diamond in the Web 2.0 Rough?

Feedback on No Factory Lighting

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Page 64: Idea Platforms | Diamond in the Web 2.0 Rough?

Participants Advocated WHATEVER they Participated In...

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Page 65: Idea Platforms | Diamond in the Web 2.0 Rough?

Was it something in the Hawthorne water?

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Page 66: Idea Platforms | Diamond in the Web 2.0 Rough?

People are Social Animals and Like Participating

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Page 67: Idea Platforms | Diamond in the Web 2.0 Rough?

People are Social Animals and Like Participating

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The Hawthorne EffectPositive Bias of

Participation

Page 68: Idea Platforms | Diamond in the Web 2.0 Rough?

Using the Hawthorne Effect to Get Yourself a Pay Rise

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Hey boss, can we ask you for some advice?

Page 69: Idea Platforms | Diamond in the Web 2.0 Rough?

Hawthorne Effect / A Real Problem for Researchers

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Page 70: Idea Platforms | Diamond in the Web 2.0 Rough?

Hawthorne Effect / A Real Opportunity for Marketers

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Page 71: Idea Platforms | Diamond in the Web 2.0 Rough?

Idea Platforms as Diamond in the Web 2.0 Rough

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Page 72: Idea Platforms | Diamond in the Web 2.0 Rough?

CRM 2.0 / Engaging Profitable Promoters as Advisors

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Page 73: Idea Platforms | Diamond in the Web 2.0 Rough?

CRM 2.0 / Engaging Profitable Promoters as Advisors

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Page 74: Idea Platforms | Diamond in the Web 2.0 Rough?

CRM 2.0 / Engaging Profitable Promoters as Advisors

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InsideScoops

Sneak Peeks

VIP Votes

Page 75: Idea Platforms | Diamond in the Web 2.0 Rough?

Channel Marketing 2.0 / Virtual Advisory Boards

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Page 76: Idea Platforms | Diamond in the Web 2.0 Rough?

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VIRTUAL ADVISORY BOARDS

HELP you solve customer problems

HELP you ACTIVATE customer ADVOCACY

Page 77: Idea Platforms | Diamond in the Web 2.0 Rough?

Channel Marketing 2.0 / Virtual Advisory Boards

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Page 78: Idea Platforms | Diamond in the Web 2.0 Rough?

Channel Marketing 2.0 / Virtual Advisory Boards

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Page 79: Idea Platforms | Diamond in the Web 2.0 Rough?

Channel Marketing 2.0 / Virtual Advisory Boards

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FAME

Page 80: Idea Platforms | Diamond in the Web 2.0 Rough?

Channel Marketing 2.0 / Virtual Advisory Boards

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FAME

FORTUNE

Page 81: Idea Platforms | Diamond in the Web 2.0 Rough?

Channel Marketing 2.0 / Virtual Advisory Boards

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FAME

FORTUNE

FUN

Page 82: Idea Platforms | Diamond in the Web 2.0 Rough?

Channel Marketing 2.0 / Virtual Advisory Boards

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FAME

FORTUNE

FUN

FULFILLMENT

Page 83: Idea Platforms | Diamond in the Web 2.0 Rough?

Idea Platforms & Participatory Marketing / 10 Insights

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Page 84: Idea Platforms | Diamond in the Web 2.0 Rough?

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

Page 85: Idea Platforms | Diamond in the Web 2.0 Rough?

Putting it all Together...

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Page 86: Idea Platforms | Diamond in the Web 2.0 Rough?

1. Identify your Advocacy Angels

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Cus

tom

er V

alue +

-

AngelsDetainees

MissionariesAgnosticsInsurgents

AngelCandidates

Customer Advocacy

PromotersPassivesDetractors

Page 87: Idea Platforms | Diamond in the Web 2.0 Rough?

1. Identify your Advocacy Angels

68

Cus

tom

er V

alue +

-

AngelsDetainees

MissionariesAgnosticsInsurgents

AngelCandidates

Customer Advocacy

PromotersPassivesDetractors

AngelsAngels

Page 88: Idea Platforms | Diamond in the Web 2.0 Rough?

2. Invite them onto a Special Advisory Board

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Page 89: Idea Platforms | Diamond in the Web 2.0 Rough?

3. Offer a Compelling Benefit for Board Membership

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Board Room

Page 90: Idea Platforms | Diamond in the Web 2.0 Rough?

3. Offer a Compelling Benefit for Board Membership

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Board Room

Page 91: Idea Platforms | Diamond in the Web 2.0 Rough?

3. Offer a Compelling Benefit for Board Membership

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Board Room

Page 92: Idea Platforms | Diamond in the Web 2.0 Rough?

3. Offer a Compelling Benefit for Board Membership

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Board Room

Page 93: Idea Platforms | Diamond in the Web 2.0 Rough?

3. Offer a Compelling Benefit for Board Membership

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test drive couponcampaign artwork

viral link

Page 94: Idea Platforms | Diamond in the Web 2.0 Rough?

3. Offer a Compelling Benefit for Board Membership

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Page 95: Idea Platforms | Diamond in the Web 2.0 Rough?

4. Promise Quick and Easy Participation

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Page 96: Idea Platforms | Diamond in the Web 2.0 Rough?

5. Seek Board Advice on Doing Something Remarkable

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Page 97: Idea Platforms | Diamond in the Web 2.0 Rough?

5. Seek Board Advice on Doing Something Remarkable

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Page 98: Idea Platforms | Diamond in the Web 2.0 Rough?

5. Seek Board Advice on Doing Something Remarkable

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Page 99: Idea Platforms | Diamond in the Web 2.0 Rough?

5. Seek Board Advice on Doing Something Remarkable

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Page 100: Idea Platforms | Diamond in the Web 2.0 Rough?

5. Seek Board Advice on Doing Something Remarkable

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Page 101: Idea Platforms | Diamond in the Web 2.0 Rough?

6. Launch Your Web 2.0 Advocacy Activator Solution

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Page 102: Idea Platforms | Diamond in the Web 2.0 Rough?

7. Measure the Results and Smile

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sales

NPS

REFERRAL VALUE

Page 103: Idea Platforms | Diamond in the Web 2.0 Rough?

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