I gave this presentation today on behalf of 1000heads at the NMALive event: Online Engagement: Demystified. See what you think...

1. NMA Live: Engagement Demystified Friday, January 22 nd 2010 James Whatley @whatleydude 1000heads – The Word of Mouth People @1000heads

2. ENGAGEMENT BEYOND ADVERTISING: IDENTIFYING AND EVALUATING ENGAGED CUSTOMERS IN THE SOCIAL SPACE

3. Hello Hi

4. Hello Hi

5. Hello Hi Hello Hi

6. SOCIAL SPACES

7. What about them…

8. They’re here…

9. … and here

10. Online / Offline

11. Online / Offline

12. SOCIAL SPACES

13. Hello Hi

15. CONVERSATION

17. ENGAGEMENT

18. What is an engaged user?

20. Advocate

21. Detractor

22. Expert

23. Newsbreaker

24. Emerging

25. How do we find them?

29. Advocate

30. Building advocacy: sample journey

31. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time

32. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Spark (advertising, in-store, launch anticipation, digital campaign)

33. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign)

34. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Direct engagement phase Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign)

35. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Direct engagement phase

36. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Direct engagement phase

37. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Direct engagement phase Ignition

38. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Ongoing Fuelling (WOM / advocacy stream) Direct engagement phase

39. Building advocacy: sample journey Emotional index NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT MATURE ADVOCACY HIGH LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation WOM Profiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Ongoing Fuelling (WOM / advocacy stream) Direct engagement phase

40. Traditionally Anticipation, excitement Ongoing gratification Product launch Reasons to join conversation M ore energy needed

41. Word of Mouth Developing offline following Respected WOM Themes & Campaigns Product launch Higher spend per capita Recommending products & services Embracing future activity Building passion

42. How do you evaluate?

43. IT DEPENDS

44. Set clear goals

45. WHAT IS YOUR OBJECTIVE

46. Sales? Awareness? Care? Information sharing? Advocacy building? Perception change?

47. Time for a quick case study?

49. Most, if not all my family now own a Nokia device , mainly down to myself highly recommending the Nokia brand WOM project The N96 challenge

50. WOM marketing activity such as the N96 challenge has built brand advocates who are super consumers and who evangelise the brand to others. Deep connections have been made with an inner circle of 700+ key social media savvy consumers – the key voices. WOM project The N96 challenge

51. * Jan 09 voices poll (200 key voices – tech and non tech) WOM project The N96 challenge The WOM ripple… 93% of key voices recommend Nokia products and services to friends and family 43% of those who took part in a WOM programme went on to purchase the product

52. WOW

53. I KNOW WHAT YOU’RE ALL THINKING

54. Hello Hi

55. Hello Hi Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6%

56. Hello Hi Scientists have recently proven that looking at photos of penguins for ten minutes a day can increase happiness levels by up to 6% James Whatley / 1000heads / james.whatley@1000heads.com @whatleydude / @1000heads / @wewantworkwith