Leveraging Consumer Generated Media Harnessing WOM, Creating Buzz, Initiating Viral Marketing as a Driver of Social Marketing Presented by Albert Thompson President, transient identiti

Universal Truth CGM as the Trusted Source Consumers trust CGM and word of mouth far more than any other information source… Source: Forrester/Intelliseek Research

Consumers trust CGM and word of mouth far more than any other information source…

Guiding Principles - CGM Authentic and truthful with proper disclosure. Unfiltered, unsolicited and outside marketer’s ability to control it. Absent corporate “PR” rhetoric. Characterized by natural and mutual consumer to consumer dialogue. Must incorporate a value exchange.

Authentic and truthful with proper disclosure.

Unfiltered, unsolicited and outside marketer’s ability to control it.

Absent corporate “PR” rhetoric.

Characterized by natural and mutual consumer to consumer dialogue.

Must incorporate a value exchange.

Mandatories for Effective Execution Creative license to take risks. Continuous seeding of creative concepts and ideas. “Focused” online destination geared to drive user participation and interaction. Plug-in play tools such as send-to-a-friend. Active participation amongst “influencer” set.

Creative license to take risks.

Continuous seeding of creative concepts and ideas.

“Focused” online destination geared to drive user participation and interaction.

Plug-in play tools such as send-to-a-friend.

Active participation amongst “influencer” set.

The Insights from CGM Understand emerging trends/themes by listening in to consumers’ real-time experiences. Effectively manage a company’s or brand’s reputation by following sentiment as it circulates. Benchmark a product/service/company against major competitors , and use information for competitive advantage. Spur product development , feeding it with immediate real-time feedback, suggestions, alternative-use ideas and product-testing insights. Gather product suggestions, alternate uses and enhancements offered by consumers. Spot damaging issues/rumors quickly many of which originate today on the Internet. Intervene quickly if potential problems are mentioned, circulated or spotted.

Understand emerging trends/themes by listening in to consumers’ real-time experiences.

Effectively manage a company’s or brand’s reputation by following sentiment as it circulates.

Benchmark a product/service/company against major competitors , and use information for competitive advantage.

Spur product development , feeding it with immediate real-time feedback, suggestions, alternative-use ideas and product-testing insights.

Gather product suggestions, alternate uses and enhancements offered by consumers.

Spot damaging issues/rumors quickly many of which originate today on the Internet.

Intervene quickly if potential problems are mentioned, circulated or spotted.

CGM: New Rules of Engagement The new media is Social media – Leveraging media outlets that enable and facilitate the interactive exchange amongst prospective customers and the brand. New culture is about customer creation Think Generation C (Content), InfoLust, life Caching, and Virtual Anthropology Prefer collaborative engagement through participatory media. Peer-2-Group is the new “network.”

The new media is Social media – Leveraging media outlets that enable and facilitate the interactive exchange amongst prospective customers and the brand.

New culture is about customer creation

Think Generation C (Content), InfoLust, life Caching, and Virtual Anthropology

Prefer collaborative engagement through participatory media.

Peer-2-Group is the new “network.”

Strategic Approach: Story-Telling Effective WOM, Buzz, and Viral Marketing capitalizes on what is called the “curiosity gap” (that addictive pull people experience when their preconceived ideas are challenged or exploited). As a form of piecemeal storytelling, the art of WOM, Buzz, and Viral Marketing is to create seductive entry points into the narrative… CGM provides the infrastructure to support a natural outgrowth of WOM, Buzz, and Viral pass-along to be driven by the influencer segment of a brand’s consumer base.

Effective WOM, Buzz, and Viral Marketing capitalizes on what is

called the “curiosity gap” (that addictive pull people

experience when their preconceived ideas are challenged or

exploited).

As a form of piecemeal storytelling, the art of WOM, Buzz, and

Viral Marketing is to create seductive entry points into the

narrative…

CGM provides the infrastructure to support a natural outgrowth

of WOM, Buzz, and Viral pass-along to be driven by the

influencer segment of a brand’s consumer base.

Distinguishing WOM, Viral, and Buzz WORD OF MOUTH is the most powerful medium on the planet. It’s the actual sharing of an opinion about a product or service between two or more consumers . It’s what happens when people become natural brand advocates. The key to its success: It’s honest and natural. VIRAL MARKETING is an attempt to deliver a marketing message that spreads quickly and exponentially among consumers . Today, this often comes in the form of an email message or video. It isn’t dishonest or unnatural. At its best, it is word of mouth enabled, and at its worst, it’s just another interruptive marketing message. BUZZ MARKETING is an event or activity that generates publicity, excitement, and information to the consumer . If buzz is done right, people will write about it, so it essentially becomes a great PR vehicle. Source: BzzAgent

WORD OF MOUTH is the most powerful medium on the planet. It’s the actual sharing of an opinion about a product or service between two or more consumers . It’s what happens when people become natural brand advocates. The key to its success: It’s honest and natural.

VIRAL MARKETING is an attempt to deliver a marketing message that spreads quickly and exponentially among consumers . Today, this often comes in the form of an email message or video. It isn’t dishonest or unnatural. At its best, it is word of mouth enabled, and at its worst, it’s just another interruptive marketing message.

BUZZ MARKETING is an event or activity that generates publicity, excitement, and information to the consumer . If buzz is done right, people will write about it, so it essentially becomes a great PR vehicle.

How We Do It Build User Driven-Content Sharing Branded Sites Create Pass-Along Tools or Objects Create a Blog Create Viral Video Establish a User Community Identify Influencers in Your Database Influence Your Influencers Interact with Bloggers Product Placement/Seeding/Sampling

Build User Driven-Content Sharing Branded Sites

Create Pass-Along Tools or Objects

Create a Blog

Create Viral Video

Establish a User Community

Identify Influencers in Your Database

Influence Your Influencers

Interact with Bloggers

Product Placement/Seeding/Sampling

Where We Seed It Online Discussion Boards USENET groups Blogs Consumer-oriented sites Review sites Forums Social Networks Micro/Nanocommnunities IM/SMS Listservs Source: Nielsen Buzzmetrics Source: Nielsen Buzzmetrics

Online Discussion Boards

USENET groups

Blogs

Consumer-oriented sites

Review sites

Forums

Social Networks

Micro/Nanocommnunities

IM/SMS

Listservs

How We Measure It Nielsen BuzzMetrics is the global measurement standard in Consumer-Generated Media.

How We Track It Example: Buzz for “Men Mental Health” Word of mouth measurement involves tracking all personal transcripts across the digital landscape…. blogs, message boards, forums, social networks, email list-serves, search engines , etc.

Future WOM, Buzz, Viral Marketing Utilized as key metrics in brand tracking for market research. Merged into wider marketing mix. Adopted in CRM programs for retention and acquisition. Standardized for ROI metrics.

Utilized as key metrics in brand tracking for market research.

Merged into wider marketing mix.

Adopted in CRM programs for retention and acquisition.

Standardized for ROI metrics.