Why WOM kicks viral's ass

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 Photographer: Sebastian Kaulitzki | Agency: Dreamstime.com

@scottgould

VIRAL WOM

1) Person vs parasite

Already sophisticated online sites but not attracting peer travel community
Created STATravelbuzz hub to signpost and amplify , not create, content
Recruit STA Travellers to tell it like it is, on their own venues
Ongoing meetups and challenges
Overall WOM doubled, Explorers responsible for 30% including 3/4 blog content and 2/3 image content
STA Travel

2) Relevant vs random

9 influential young online voices take a virtual ‘Awesome Tour of Sydney’
477 episodes of WOM, 370,800 engagements , 25 unique venues including Twitter, blogs, image and video sites and forums
• Voices had a combined daily reach of 86,200 people viewing their content
• Overwhelmingly positive WOM around Sydney as a tourist destination ( 34:1 pos/neg)
Tourism New South Wales

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 Behaviours Social interfaces Emotional response Word of Mouth Advocacy Detraction Social interfaces

5) Sustained vs spike

Thanks  Lets infect each other… Molly Flatt WOM Evangelist @1000heads @mollyflatt + 447788746642 [email_address]

http://www.1000heads.com	144
http://1000heads.com	13
http://www.slideshare.net	6
http://209.235.234.217	1

Why WOM kicks viral's ass

by 1000heads on Apr 29, 2010

Accessibility

Tags

Upload Details

Usage Rights

4 Embeds 164

Statistics

Why WOM kicks viral’s ass — Presentation Transcript