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Slide 1: PARTICIPATORY MARKETING WHAT IT IS, WHY IT WORKS paul.marsden@clickadvisor.com clickadvisor insight for innovation
Slide 2: WEB 2.0 - THE READ/WRITE WEB - IS MAKING A NEW KIND OF MARKETING POSSIBLE
Slide 3: MARKETING BASED NOT ON PASSIVE CONSUMPTION, BUT ACTIVE AUDIENCE PARTICIPATION - ‘PARTICIPATORY MARKETING’
Slide 4: PARTICIPATORY MARKETING IS ALL ABOUT MARKETING WITH PEOPLE RATHER THAN AT PEOPLE
Slide 5: PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE PROMOTION OF A BRAND (USER-GENERATED CONTENT)
Slide 6: PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE PROMOTION OF A BRAND (WORD OF MOUTH NETWORKS)
Slide 7: PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE MARKETING OF A BRAND (ONLINE ADVISORY BOARDS)
Slide 8: PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN THE MARKETING OF A BRAND (ONLINE ADVISORY BOARDS)
Slide 9: PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (IDEA AND DESIGN CONTESTS)
Slide 10: PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (TECH CHALLENGES)
Slide 11: PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (ONLINE BRAINSTORMING)
Slide 12: PARTICIPATORY MARKETING: PEOPLE ACTIVELY PARTICIPATING IN CO-CREATING BRAND FUTURES (ONLINE BRAINSTORMING)
Slide 13: PARTICIPATORY MARKETING: TO CHARGE UP CUSTOMERS, PUT CUSTOMERS IN CHARGE
Slide 14: BUT DOES PARTICIPATORY MARKETING WORK?
Slide 15: P&G THINK SO - PARTICIPATORY MARKETING IS 5 TIMES AS EFFECTIVE AS TRADITIONAL MARKETING
Slide 16: VIP Vote + Sneak Peek + Inside Scoop P&G HAVE DEVELOPED A SPECIAL PARTICIPATORY MARKETING FORMULA
Slide 17: PARTICIPATORY MARKETING FORMULA CAN BOOST SALES BY 10%+
Slide 18: Propensity to Recommend (NPS) RESEARCH SHOWS THAT PARTICIPATORY MARKETING STIMULATES A KEY GROWTH DRIVER: RECOMMENDATIONS
Slide 19: PARTICIPATORY MARKETING COULD BE WEB 2.0’S GOLDEN EGG
Slide 20: BUT WHY DOES PARTICIPATORY MARKETING WORK?
Slide 21: FIRST, PARTICIPATORY MARKETING BRINGS BRANDS AND USERS CLOSER TOGETHER AND THAT’S GOOD FOR CUSTOMER-FOCUS
Slide 22: SECOND, PARTICIPATORY MARKETING HARNESSES A POWERFUL PSYCHOLOGICAL EFFECT: THE HAWTHORNE EFFECT
Slide 23: TO UNDERSTAND THE HAWTHORNE EFFECT, WE HAVE TO TURN TO LUCENT TECHNOLOGIES
Slide 24: AND GO BACK IN TIME TO 1924
Slide 25: TO WHEN LUCENT TECHNOLOGIES WAS CALLED WESTER ELECTRIC AND OWNED A FACTORY OUTSIDE CHICAGO CALLED HAWTHORNE
Slide 26: RESEARCHERS FROM MIT AND HARVARD WERE INVESTIGATING WORKING CONDITIONS AND WORKER PRODUCTIVITY
Slide 27: THE RESEARCHERS ASKED WORKERS TO PARTICIPATE IN SPECIAL TESTS, AND MEASURED THEIR PRODUCTIVITY AND CAPTURED THEIR FEEDBACK
Slide 28: LIKE WORKING UNDER BRIGHTER LIGHTING CONDITIONS...
Slide 29: OR SOFTER LIGHTING CONDITIONS...
Slide 30: OR WORKING SHORTER HOURS...
Slide 31: OR WORKING LONGER HOURS...
Slide 32: WHAT WAS ODD WAS THAT WHENEVER HAWTHORNE WORKERS PARTICIPATED IN A TEST THEIR PRODUCTIVITY WENT UP - REGARDLESS OF THE TEST!
Slide 33: WHAT WAS EVEN MORE ODD WAS THAT HAWTHORNE WORKERS BECAME ADVOCATES OF WHATEVER IT WAS THEIR PARTICIPATION INVOLVED
Slide 34: THE CONFOUNDED RESEARCHERS EVEN TRIED GETTING WORKERS TO WORK IN THE DARK - BUT PRODUCTIVITY AND ADVOCACY STILL WENT UP!
Slide 35: WAS IT SOMETHING IN THE HAWTHORNE WATER?
Slide 36: NO, THE POSITIVE RESULTS HAD NOTHING TO DO WITH WHAT WAS BEING TESTED AND EVERYTHING TO DO WITH GETTING PEOPLE TO PARTICIPATE
Slide 37: THE HAWTHORNE EFFECT THE RESEARCHERS COINED THE TERM “THE HAWTHORNE EFFECT” TO DENOTE THE POSITIVE EFFECT OF PARTICIPATION
Slide 38: PEOPLE JUST LIKE PARTICIPATING!
Slide 39: THE HAWTHORNE EFFECT WAS FOUND TO BE A SYSTEMATIC AND UBIQUITOUS BIAS WHEN CONDUCTING MARKET RESEARCH
Slide 40: WHICH MIGHT BE BAD FOR RESEARCH...
Slide 41: BUT IT’S GREAT FOR MARKETING - PARTICIPATORY MARKETING
Slide 42: TEST THE POWER OF PARTICIPATORY MARKETING YOURSELF: TRY IT ON YOUR BOSS TO NEGOTIATE A SALARY RISE!
Slide 43: CAN I ASK FOR SOME ADVICE? SIMPLY INVITE YOUR BOSS TO PARTICIPATE IN YOUR LIFE BY ASKING FOR ADVICE
Slide 44: THEN ASK FOR A SALARY RISE! YOUR PARTICIPATORY MARKETING CAMPAIGN WILL HAVE MADE YOUR BOSS MORE LIKELY TO GIVE YOU THE RISE!
Slide 45: BETTER STILL, USE PARTICIPATORY MARKETING WITH YOUR CUSTOMERS AND GET A SALARY RISE BECAUSE SALES GO UP
Slide 46: PARTICIPATORY MARKETING: TOMORROW’S MARKETING TODAY
Slide 47: clickadvisor For reprints/research enquiries: paul.marsden@clickadvisor.com +44 777 95 77 248 insight for innovation
Slide 48: About Clickadvisor ★ Hello, we’re Clickadvisor, a new digital insight agency that uses crowdsourcing technology to help brands do market-led innovation ★ Instead of running traditional groups and interviews, we uncover needs, opportunities and solutions using online idea and design contests ★ Innovation Idea Contests ★ Trendspotting Contests ★ Brand Naming Contests ★ Pack/Cover Design Contests ★ Our idea and design contests help brands do collaborative innovation, delivering creative insight fast and cost-effectively clickadvisor insight for innovation
Slide 49: About the Speaker Paul Marsden is director at clickadvisor.com, a digital insight agency specialising in innovation An experienced market researcher, career highlights to date include: ★ Product management, sales and market research at Astra Zeneca ★ PhD in social psychology (social influence) - development of online ★ ★ ★ research tool featured in The New Scientist Led London School of Economics team validating the link between brand advocacy and sales growth - worked on innovation research projects for BBC, LVMH, Nokia, Economist, and Unilever Co-founded two successful digital marketing agencies (Spheeris (online communication) and Brainjuicer (online research)) Co-authored popular business book ‘Connected Marketing’ Paul’s latest venture, clickadvisor.com, helps brands do collaborative innovation through brand-sponsored idea and design contests clickadvisor insight for innovation
Slide 50: Flipside A reformed bodybuilder, Paul is a diving fanatic and a qualified divemaster clickadvisor insight for innovation