January 18, 2011

1. Digital Word of Mouth January 18 2011

2. “ There is no longer social media and traditional media. It is all media now. There are only social tools.

3. “ Social media is not a campaign.It’s a commitment.

4. “ Focus on how to BE social.Not on how to DO social.

5. Agenda A resurgence of Word of Mouth (WOM) The fundamentals of digital WOM Putting the social tools to practice Triangulate for kinetic potential In the end, it’s about content

6. The average person is exposed to over3,000 marketing messages per day.

7. “ “ 78% of people trust the recommendations of their peers Only 14% ofpeople trustadvertisements. - Nielsen, “Trust in Advertising”

8. “ The right tool for the job…

10. The evolution of Media Broadcast Centralized control; broad message deployment Narrowcast Centralized control; specific message deployment Networked Decentralized control; fluidity; dynamic message deployment

11. We’re in the Age of WOM WOM has always been the world’s most effective form of marketing Left behind for mass reach Social media has sparked a resurgence of interest in WOM

12. The New Math Old: Message 5,000,000 to possibly reach 500 New: Personally reach 500 who influence 5,000 who influence 20,000 who influence 200,000 Organization New Math: 5,000 people who want to hear your message are more valuable than 5 million who don’t.

13. The decline of brand marketing is the 900 pound gorilla in the room.

14. THE FUNDAMENTALS “ Success in neither magical or mysterious. Success is the natural consequence of consistently applying the basic fundamentals. - Jim Rohn

15. Types of WOM Marketing ORGANIC WOM Occurs naturally as a result of the positive qualities of your product/brand AMPLIFIED WOM WOM that is intentionally started through a proactive campaign.

16. Three Rules of WOM Marketing BE INTERESTING: Give people a reason to talk about you. Be interesting or be invisible. MAKE IT EASY Help WOM spread. Give them the tools. MAKE PEOPLE HAPPY When people like you, they’ll share your message.

17. Key Themes Conventional Wisdom: “You’re losing control of your brand” To the contrary – you CAN moderate WOM must be co-created and nurtured in coordination with consumers Integrate WOM into all consumer touch points Always capture information for future contact Like a good salesman, always ask for the next step.

18. The Psychology of WOM Reciprocation Commitment and consistency Don’t try to be cool Liking Authority Information brokers

19. WOM Checklist: Four Elements Talkers: Who will tell their friends about you? Message: What will they talk about? Tools: How can you help the message spread? Measurement: How will you monitor and measure?

20. THE REAL QUESTION IS…

21. “ Why would anyone want to talk about YOU?

22. “ People talk about you when it benefits them.

23. “ Activate your fans, don’t just collect them like baseball cards.

24. They’ll talk about you if… It makes them look smart It enables them to help others It allows them to feel important It enables connection to a group Detractors will talk if they have a bad experience

26. Myth-Busting People will want to watch your branded content People will be patient with your content People will find your content The Internet is a level playing field We have no idea why things “go viral”

27. Myth-Busting Experience beats documentation You should build your own community and tools Keep things professional Traditional media is irrelevant to the web People will create good content for you

30. Measurement Supporting Listening Talking Energizing Embracing User Reach User Reach Volume of Participation Quality of Participation Volume of Energy Quality of Energy

32. Search rank

33. Brand mentions

34. Share of positive discussion

35. Count of followers, fans

37. Return visits

38. Inbound links

39. Subscribers

40. Comments

41. UGC Sentiment

42. Re-Tweets

43. Avg. comments/post

45. Change in attitudes

46. Associate with brand attributes

47. Net promoter score

48. Review sentiment

50. Coupon download

51. Visit retail store

53. Savings realized

54. Direct attribution (unique codes)

55. Correlations

57. IT’S ABOUT CONTENT “ Every company is its own TV station, magazine, and newspaper.

58. Social Media is Content Marketing Creative It’s a 24-hour content cycle. You’d better have something to break through the noise of the conversation. Brand Building Content and conversation define a brand more than a new logo or a press release. Engaging Inspire feedback. This is not a copywriting assignment. Relevance is Redefined To create conversation, simple, random and banal may be a brand’s best bets.

59. “ Create a persona. Not a proposition.

60. Digital Word of Mouth January 18 2011

61. Get in touch! Brian Cross, Managing Partner 314-292-6890 brian@goelastic.com GoElastic.com @goelastic