Intervento di Valeria Severini

1. Marketing Mix Extended:
building a competitive scenario
from Web 2.0
Rome - December 4, 2008
Valeria Severini
October 2008
Freedata Labs Ltd
500, Chiswick High Road
London W4 5RG
UK
Freedata Srl
Pioneers in Social Data Via Stradivari, 4
20131 Milano (MI)
Italy
Members of:
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2. It Is True That …
• …traditional DM marketing campaigns do not bring the
results they used to
• … budget constraints on marketing force marketing
managers to find new and innovative ways to drive
business
• … more and more pressure is on ROMI (Return On
Marketing Investments) and funnel
• …the Web is still highly underused in marketing mix,
relying only on banners, newsletters or similar
• … in the 21st century people still rely on advices from
others (on the Web or in the real world) to buy products
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3. Company vs. User Generated Content
DM Marketing WOM
- Advertising (Word of Mouth)
- Newsletters
- Events A single user generating acts
- e-mailing that distribute towards others
- Banner marketing relevant information
- Sponsorships through all the channels
- Company Forums available in the 21st century.
- ….
Company User
Generated Content Generated Content
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4. Marketing Mix Engine
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5. How Marketing Reaches Customers
CRM Brand Social Networking
Customer Knowledge Base: (reaching customers (understanding what
CKB through brand image) people say and advice
(reaching existing and potential
customers) others)
-Newsletters - Advertising
- e-mailing - Banner - Communities
- Web site - Forums
-Company Forums
- Sponsorships
- Call Centre - PR - Blogs
- Communities - ….
Buzz Overall Metrics - ….
- Education
- Events
Call to action
Call to action
- Who’s talking ?
Metrics
- What people are saying ?
Metrics - Who are the influencers ?
- How to measure ?
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6. Marketing Mix Extended
Marketing Mix extended now includes both
DM initiatives (from CKB and brand) and WOM initiatives (from
Social Networking).
All marketing initiatives generate buzz (buzz overall) and sentiment
(advocacy).
Buzz & Advocacy can be measured on the Web.
WOM initiatives can be tracked and measured,
as traditional DM initiatives,
both off-line (people talking to each other and exchanging advices)
and on-line (people talking to each other and exchanging advices
but leaving traces of their conversations and sentiment on the
WEB).
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7. What We Provide: Fast Facts
• On-line identification of topics & features that affect
Company offering and positioning amongst competition
• Buzz (overall and related to social networking),
advocacy measurement and tracking overtime
(change of tone, change of buzz, …)
• Competitive Quadrant with Company & competitors
position against buzz and sentiment
• Marketing Insights to drive actions aimed to new
potential customers and improve visibility
• Word Of Mouth Marketing campaign along with
measures outcomes for investments and ROI
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8. Overall Path Timeline Proposal
4 Months Web
Monitoring and
Analysis 1 Year Web
Monitoring and
Analysis
Launch of a
Initial Web
WOM
Snapshot &
Campaign
Positioning
month 0 month 4 month 6 month 12
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9. Key Building Blocks
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10. Overall & Social Buzz
Buzz Overall tells how much offerings/brands (Company or competition) are talked
about on the Web overtime and helps predict future trends when analysed in
conjunction with marketing activities and/or sales data. Buzz Social concentrates
only on the amount of conversation that arises from social networking sites and it does
not include institutional or corporate communication. An example:
Is it possible to explain
these changes ?
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11. Net Promoter® Score
Net Promoter ® Score is used as a proxy of the advocacy observed
towards a product on the Web (posts in forums, newsgroups, blogs, …).
Posts are downloaded crawling different social networking sites
(defined as “sentinels” sites, rotating them overtime to improve
effectivness), and analysed using semantic tools to score them
towards negative, neutral or positive sentiment.
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12. Advocacy: The Brand Race Quadrant®
Buzz vs. Advocacy (Net Promoter® Score) is depicted in a quadrant (The Brand Race
Quadrant®) where competitors offerings can be easily compared. Marketing actions can
leverage on this positioning map and define the proper path towards success.
An example:
140270056713
Buzz
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13. Topics & Features
Topics of discussion and features tracking around the products/offerings as
they emerge overtime from the Web helps marketing adjust initiatives and
communication as well as position the product against competitors. An example
(language: Italian):
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14. Semantic Map
Semantic map shows the “attraction” of multiple adjectives towards brands
observed. An example (language: Italian):
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15. Buzz on Conference Topics
•Buzz on conference topics has been collected from main search engines for Italy
during the week before the conference.
•It is not to be intended as a detailed analysis of the topics around the conferences,
but as an example on how we can work on them to build a comprehensive
competitive scenario
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16. The Brand Race Quadrant® For Some
Companies Attending The Conference
It is not to be intended as a detailed competitive quadrant for the companies
mentioned, but as an example on how we can work on them to build a
comprehensive competitive scenario. Companies depicted above belong to an
heterogeneous market offering. Powered by
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17. Traditional DM vs. WOM Campaign
Target Target
Prospect Influencer
(Ranking Model)
Content that
Unique Selling
will be talked
Proposition
about
Reach &
Accelerators
Frequency
Purchase Conversation
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18. Word Of Mouth Marketing Campaign
motivation
Who are and what distinguishes - attend events Targeting Model
- join forums
influencers? - social behaviour
- networking
-- ….
Customer & Prospects Data,
Measurement Web log files, social
(# of new prospects, #of new leads, …) networking data
WOM Campaign Influencers Ranking Model
& Selection,
choose of accelerators to
“activate” influencers
Influencers exist in every market and can be estimated as 10% of the overall population. So
to drive Word Of Mouth Marketing it is necessary to:
•Identify influencers for my products (they spread positive advocacy
and buzz)
•Reach them and run a WOM Marketing Campaign
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•Measure buzz , advocacy and sentiment
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19. Ranking & Targeting Influencers
• Customer Knowledge Base sources to be analyzed and scored:
– CRM
– Company Forums, Newsletters, …
– Access to Company Web sites logs
– Call Centre logs
– Education logs
• Influencers ranking based on:
– Send a lot of e-mails,
– Very social,
– Big address book,
– Interest in the area
– Confidence
• Feedback forms from marketing events
– Add questions such as: How many e-mails do you send a day (less than 10, between 10 and
25, over 25)? Do you tend to speak on conference calls? Do you check blogs for
information once a month, once a week, once a day? Do you find that you ask others for
information about this products/solutions more often than others ask you? Would you be
willing to spend 10 minutes helping us understand what Company could do to improve its'
offering?,…
• Ad-hoc telephone calls on a selected sample of Company
customers/prospects Powered by
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20. Setting Up A WOM Campaign
Setting up a WOM campaign requires:
• Planning & Project Management : monitoring buzz, analysing
results, strategic planning of campaign, developing the
campaign briefs, identify influencers, project management of
campaign, etc.
• Creative developing the creative concept, copywriting, design,
etc.)
• Building develop email, develop interactive site, manage print
of off-line elements, select/manage data, telemarketing scripts,
etc.
Fredata Labs suggests to run a WOM campaign after 1 or 2 months
from the initial snapshot on one single product/offering
targeting 10,000 influencers at least (setting up a WOM campaign
costs pretty much the same for 1,000 or 10,000 influencers).
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21. Conversation: How Will They Talk About It?
• Mostly with each other…away from big brands
• We supply the ‘nuggets’ for conversations and leave
them to it
• Accelerators will boost spread of word of mouth,
they can be gadgets, free trial, downloadable products,
….
• We need to focus on information distribution and on
accelerator
– Encourage them to share experiences and make recommendations for
improvements
– Online & offline prompts during 4 week period
– ….
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22. Targeting 10,000 Influencers
Recruit potential
influencers
97%
participate
Q: 10,000 Q: 500
e Company
• Intro to Company
• How to trial product • Report back
5%
• Story behind the brand • Trade experiences
conversion
expected • How to try it, rate it, and • Connect with others
talk about it • Sample new features
•…
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23. Amplification Rate
6 weeks 4 weeks?
1 unit of
advocacy
generates c.
62
conversations
G2X
G0
G2
G1
Relay rate: x 10 x4 x 1?
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24. Contact Flow: Ongoing
Updates & Feature Prompts
Q: 50
10%
e Company
Mentor
DM Group
• New product ideas
Teleconference • Research panel
As move deeper into functionality, create subgroups that reflect • Super Ambassadors’
areas of interest and expertise.
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25. Projections Estimates
Dynamic Quantity Result
Influencer call/opt in 10,000 500 (5% conversion)
G0 activation 500 485
G1 conversation 485 4,850 (5,335)
G2 conversation 4,850 19,400 (24,735)
G3+ conversations 24,735 24,735 (49,470)
Conversion of conversations to trial (max expected): 49,470 x 50% = 24,735
Conversion of trialists to customer (max expected): 48,450 x 20% = 4,947
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26. Measurements of the WOM Campaign
• Conversations (#)
• Conversions
(download trials, attend events,…)
• Buzz
(from the Web sites identified as “sentinels”)
• Advocacy
(using Net Promoter ® Score, before and after the
campaign)
• Position moving in The Brand Race Quadrant®
• Funnel tracking
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27. Marketing Questions To Be Answered
• Has sentiment moved in response to my campaign(s)?
• Has sentiment moved in response to my actions (e.g. in
customer service)?
• Can I trace other responses?
• Have I become more influential?
• What new topics are driving conversation, how can I respond?
• What is the outcome of the campaign relative to a traditional
DM ?
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28. Contact
Valeria Severini
Valeria.severini@freedatalabs.com
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