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Clean up your act Why WOM kicks viral’s ass
  What is ‘viral?’ http:// farisyakob.typepad.com /   Hmmm… did that help?
  “ The only purpose of a virus is to make more of itself” Eva Hasson, Trendspotting Director, Y&R Interactive Tel Aviv Ph...
  @scottgould
  @scottgould
  VIRAL WOM
  1) Person vs parasite
<ul><li>Already sophisticated online sites but not attracting peer travel community </li></ul><ul><li>Created STATravelbuz...
  2) Relevant vs random
<ul><li>9 influential young online voices take a virtual ‘Awesome Tour of Sydney’  </li></ul><ul><li>477  episodes of WOM,...
  3) Tailored vs scattergun
  3) Tailored vs scattergun
  4) Integrated vs stand-alone
Cust Service PR/Comms Retail POS Advertising Employees Product/service Outdoor Sponsorship Digital DM and Email Billing Be...
  5) Sustained vs spike
?
Thanks     Lets infect each other… Molly Flatt WOM Evangelist @1000heads @mollyflatt + 447788746642 [email_address]
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Why WOM kicks viral's ass

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Molly presented this at CIMTIG event 'Viral Marketing: the good, the bad and the ugly' on 26th April 2010.

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  • Transcript of "Why WOM kicks viral's ass"

    1. 1. Clean up your act Why WOM kicks viral’s ass
    2. 2.   What is ‘viral?’ http:// farisyakob.typepad.com / Hmmm… did that help?
    3. 3.   “ The only purpose of a virus is to make more of itself” Eva Hasson, Trendspotting Director, Y&R Interactive Tel Aviv Photographer: Sebastian Kaulitzki | Agency: Dreamstime.com
    4. 4.   @scottgould
    5. 5.   @scottgould
    6. 6.   VIRAL WOM
    7. 7.   1) Person vs parasite
    8. 8. <ul><li>Already sophisticated online sites but not attracting peer travel community </li></ul><ul><li>Created STATravelbuzz hub to signpost and amplify , not create, content </li></ul><ul><li>Recruit STA Travellers to tell it like it is, on their own venues </li></ul><ul><li>Ongoing meetups and challenges </li></ul><ul><li>Overall WOM doubled, Explorers responsible for 30% including 3/4 blog content and 2/3 image content </li></ul>STA Travel
    9. 9.   2) Relevant vs random
    10. 10. <ul><li>9 influential young online voices take a virtual ‘Awesome Tour of Sydney’ </li></ul><ul><li>477 episodes of WOM, 370,800 engagements , 25 unique venues including Twitter, blogs, image and video sites and forums </li></ul><ul><li>• Voices had a combined daily reach of 86,200 people viewing their content </li></ul><ul><li>• Overwhelmingly positive WOM around Sydney as a tourist destination ( 34:1 pos/neg) </li></ul>Tourism New South Wales
    11. 11.   3) Tailored vs scattergun
    12. 12.   3) Tailored vs scattergun
    13. 13.   4) Integrated vs stand-alone
    14. 14. Cust Service PR/Comms Retail POS Advertising Employees Product/service Outdoor Sponsorship Digital DM and Email Billing Behaviours Social interfaces Emotional response Word of Mouth Advocacy Detraction Social interfaces
    15. 15.   5) Sustained vs spike
    16. 16. ?
    17. 17. Thanks  Lets infect each other… Molly Flatt WOM Evangelist @1000heads @mollyflatt + 447788746642 [email_address]
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