Presented by Ray Algar MBA, MAManaging Director Oxygen Consulting UK
Virtual Marketing module – Kingston University
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Start the digital dialogue
The wisdom of the online crowd
© Ray Algar – Oxygen Consulting 2008
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Themes we will explore
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The democratisation
of publishing
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How consumers now collaborate
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How consumers now buy
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Companies used to just shout and interrupt consumers
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Companies used to just shout and interrupt consumers
One way for news flow about brands
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The web changed the rules
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Business is now open
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How we now buy
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Consumers love this new power
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It can influence the next US President
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They can vent their rage
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Consumers talk back – with passion!
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The online conversation about health clubs
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“It has a great range of facilities available, staff are really friendly and helpful, I would thoroughly recommend it”
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“The Management team are extremely poor, they only have their own interests at heart and do not support the members”
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“Because I supposedly didn't give 30 days' written notice, I'm being forced to pay another month for a membership I'm not using”
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Customer Type
Positive opinion
Negative opinion
Current 40% 60%
Past ? ?
Prospective ? ?
All types 36% 64%
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Positive opinion
Negative opinion
Past members
5% 95%
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Positive opinion
Negative opinion
Prospective members
47% 53%
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Do clubs care?
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…yes, during the tour
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‘the best salesman ever’
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‘I remember how friendly the sales lady was in trying to get me to join up’
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…but after the honeymoon period
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‘After the initial session, they have never checked how I was over two years of membership’
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‘Clubs are not interested in their members’
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Membership factors: 87% negative
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‘I was not aware of the 12-month contract until I tried to cancel’
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Chandler wants to leave the gym
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Friends video
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Would you recommend this club to your family and friends?
1 in 10 (10%) promoter rate for 6 large club chains
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22% highest chain
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7% lowest chain
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Little positive word of mouth
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Little positive word of mouth
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Who is Ray Algar?
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Presentation www.oxygen-blog.blogspot.comArticleswww.oxygen-consulting.co.uk
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Questions
