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New Marketing Summit: Project Dogfood - John Stone

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NewMarketingSummit2008

Imagine asking your customers what they want from your online presence. Instead of a focus group, or a few internal project meetings, imagine going to the people who will actually use your website, will interact with your business, and asking them what they want. That's what Project Dogfood is all about. Learn what happens when you ask some open questions, build a community platform to capture the conversation, and then implement what your stakeholders actually want.

EmpresarialesTecnología
1 de 17
Project Dogfood Lessons in Transparency New Marketing Summit October 14, 2008
If marketing seems more pre-occupied with talking, why not come up with a practice for listening?
How does a company know what its customers want from them online?
Ask. Listen. Communicate.
What is it? ,[object Object],[object Object],[object Object]
 
What We Learned ,[object Object],[object Object],[object Object],[object Object],[object Object]
Using Dogfood: 4 Scenarios ,[object Object],[object Object],[object Object],[object Object]
1. New Product, New Market ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
New Product, New Market Power User Engagement Set Objectives Network Analysis Forum & Blogosphere Engagement Listening and Measurements
2. Get More Eyeballs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Get More Eyeballs Set Objectives Network and User Analysis Forum & Blogosphere Engagement Social Media Listening and Measurements User Engagement Site Experience, Web 2.0, SEM Aligned Content Development
3. Big Brand, New Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Big Brand, New Product Set Objectives Forum & Blogosphere Engagement Listening and Sentiment Analysis Online Focus Groups Iterative Changes Consumer & Merchant Campaign
4. Loyal Brand, New Product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Loyal Brand, New Product Social Network Analysis Media-aligned Campaigns Listening and Feedback Measure Impact Envision Campaign Set Objectives
Some Takeaways ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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New Marketing Summit: Project Dogfood - John Stone

  • 1. Project Dogfood Lessons in Transparency New Marketing Summit October 14, 2008
  • 2. If marketing seems more pre-occupied with talking, why not come up with a practice for listening?
  • 3. How does a company know what its customers want from them online?
  • 5.
  • 6.  
  • 7.
  • 8.
  • 9.
  • 10. New Product, New Market Power User Engagement Set Objectives Network Analysis Forum & Blogosphere Engagement Listening and Measurements
  • 11.
  • 12. Get More Eyeballs Set Objectives Network and User Analysis Forum & Blogosphere Engagement Social Media Listening and Measurements User Engagement Site Experience, Web 2.0, SEM Aligned Content Development
  • 13.
  • 14. Big Brand, New Product Set Objectives Forum & Blogosphere Engagement Listening and Sentiment Analysis Online Focus Groups Iterative Changes Consumer & Merchant Campaign
  • 15.
  • 16. Loyal Brand, New Product Social Network Analysis Media-aligned Campaigns Listening and Feedback Measure Impact Envision Campaign Set Objectives
  • 17.