HaveYouHeard_ABoutUs
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  • South Africa’s first specialist Word-of-Mouth marketing agency Before we get there though, I would first like to contextualise why WOM in SA is so critical to your brands health, based on research supplied by Milward Brown.
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  • South Africa’s first specialist Word-of-Mouth marketing agency Before we get there though, I would first like to contextualise why WOM in SA is so critical to your brands health, based on research supplied by Milward Brown.
  • STAGGERING 20% of conversations involve brand and product Each conversations lasts an AVERAGE OF 10 MINUTES A foundation of HONESTY, CREDIBILITY and TRUST 1 IN EVERY 3 recommendation is acted on, versus a typically 1 in every 325 of traditional advertising MOST POWERFUL ACTION PROVOKING FORCE available to brands today
  • Somewhere between 1 in every 325 and 1000 branded messages is acted on You cant compare the difference in the effectivess! Your own life - Car, Movie, Insurance Broker, Skin Care, Wine etc….
  • Word-of-Mouth marketing is a global trend Fastest growing marketing- industry in the states. Why -
  • South Africa’s first specialist Word-of-Mouth marketing agency Before we get there though, I would first like to contextualise why WOM in SA is so critical to your brands health, based on research supplied by Milward Brown.
  • South Africa’s first specialist Word-of-Mouth marketing agency Before we get there though, I would first like to contextualise why WOM in SA is so critical to your brands health, based on research supplied by Milward Brown.
  • Begs the question, when we want to get people to convert to our brand, why do we use advertising?
  • Lots of Ads/ marketing push out ASPIRATIONAL images -this works in driving associations, but in terms of trusted influence - you look to someone yoursefl, who you idnetify with
  • Word-of-Mouth marketing is a global trend Fastest growing marketing- industry in the states. Why -
  • South Africa’s first specialist Word-of-Mouth marketing agency Before we get there though, I would first like to contextualise why WOM in SA is so critical to your brands health, based on research supplied by Milward Brown.
  • Because Word-of-Mouth provides the most influential impact on your brand (positive or negative) Because in a Township, as in most environments, WOM is the glue that keeps everything together, and is the most crucial factor in I will be using, not my opinions, but those of people living in the township and possibly consumers who make up your current target market at the moment. Importantly, our focus is based on the the youth of the township, however, many if not all of what I will present to you will be true for the vast majority. Start by contextualising the township, in terms of relationships and conversation to highlight how word-of-mouth is the like an electric current that keeps the heartbeat of the township pulsating. 2. I will bring to life, who the Influencers in the township are but more importantly why they are influential. 3. I will try to bring to life the class structure of brands in the township, to show you how some brands are perceived and why it is critical that before you even start thinking about marketing your product, you need to know what is being said, and why. 4. I will show you how I will also show you how you can influence WOM to change peoples perceptions/ behaviours and
  • South Africa’s first specialist Word-of-Mouth marketing agency Before we get there though, I would first like to contextualise why WOM in SA is so critical to your brands health, based on research supplied by Milward Brown.
  • The Power of the NPS The NPS provides the means for gauging performance, establishing accountability, and prioritizing investments because it connects to growth. If a company's "growth engine" were running at perfect efficiency, it would convert 100% of its customers into promoters. The worst possible engine would convert 100% of its customers into detractors. The best way to gauge the efficiency of the growth engine is to calculate a company's NPS.

HaveYouHeard_ABoutUs HaveYouHeard_ABoutUs Presentation Transcript

  • Have you heard… … about the power of Word-of-Mouth Marketing, waiting to be unleashed for your brand.
  •  
  • What is Word-of-Mouth?
  • The honest exchange of Information The passing of Recommendations Word-of-Mouth at its most basic is… Word-of-Mouth at its most powerful is…
  • 1 in every 3 Recommendations is acted on. … Contrasted with 1 in every 325 marketing messages.
  • … leveraging the Power of Recommendations to credibly stimulate the natural process, providing a platform for accelerated growth. Word-of-Mouth Marketing is…
  • “ 43% of U.S. companies plan to use Word-of-Mouth in 2009 .”
  • How does Word-of-Mouth Marketing fit into the marketing mix?
  • Traditional Media
    • 15% Trust
    Word-of-Mouth 92% Trust Generates Awareness Generates Credibility Passive - Little impact on Sales Action - Impact on Sales Mass targeting Direct targeting of Influencers - - - - + + + + Misperceptions Highly Educated - + versus
  • When should a brand use WOMM?
    • Needing to establish belief and credibility in offering
    New Product Launches Struggling with Brand Perceptions - - - - Needing to increase Market Share Struggling with Brand Relevance or connecting with consumers - Wanting to create sustainable relationships with consumers -
  • Why is it so powerful?
  • “ 76% of people don’t believe that companies tell the truth in advertising.”
  • “ 68% of people trust other people ‘like themselves’ .”
  • “ 92% of people site Word-of-Mouth as the best source for new product idea’s.”
  • “ 43% of U.S. companies plan to use Word-of-Mouth in 2009 .”
  • More specific to South Africa….
  • South Africa is the Global Leader in spreading positive Word-of-Mouth % Extremely Likely to recommend minus Unlikely to recommend
    • What people are saying, and who is saying it,
    • should be your main focus.
  • How does it all work?
  • Key Components of your Word-of-Mouth Campaign It all starts with the Product That defines the Messaging That the right Influencers spread Based on their Experience and Value Exchange Identifying how to Leverage the new Word-of-Mouth And finally Tracking and Quantifying the campaign impact
  • Connected (The amount of Relationships and Variety thereof) Credible and Trusted (Depth of those Relationships) Motivators (Able to move people, based on their recommendation) Reputation (People talk about them, positively) They are: The Definition of an Influencer A person who has a greater than average reach or impact through word of mouth in a relevant marketplace. The 10% that lead the other 90% They are not just cool!!!!
  • 500 Influencers 30 000 Influencers Total Universe 600 000 Influencers The Diffusion of Influence Each influences 60 Others Each influences to 20 Others
  • Getting the Right People, saying the Right things about your brand. 1 2 Understand what people are already saying about your brand Identifying the Influencers within your Target Market
    • Research and define the perceptions of your brand amongst your target audience.
  • Getting the Right People, saying the Right things about your brand. 1 2 3 4 5 6 7 Understand what people are already saying about your brand Identifying the Influencers within your Target Market Create a Word-of-Mouth Mechanic Empower the Influencers with the right messaging Build Sustained Relationships And engage emotionally Leverage the new Word-of-Mouth Measure, Track and Quantify
    • 500 Influencers
    • One Influencer directly impacts 60 peers with positive recommendations
    • 500 Influencers x 60 peers
    Direct Impact 1 1st Generation Impact 2 3 2nd Generation Impact 30 000 Influencers 1st Generation Influencers directly impact 20 peers with positive recommendations 30 000 x 20 600 000 Influencers 1st Generation Influencers directly impact 20 peers R600 R10 50c Word-of-Mouth Recommendations Brand Conversion Driving:
  • Measurement - All Influencers Product Experience - Rating and Qualitative Feedback Session Experience - Rating and Qualitative Feedback Conversation Reach - Generational Impact Conversational Impact Net Promoter Score Purchase Intention Brand Perception Impact Emotional Engagement Impact Education Level and Messaging impact 1 2 3 4 5 6 7 9 8
  •  
  • The question that underlines everything…
    • “ Would you recommend Brand X to a friend or colleague?”
    0 1 2 3 4 6 7 8 9 10 5 % Promoters % Detractors Net Promoter Score Not at all Likely Extremely Likely Detractors Promoters
  • Jason Stewart [email_address] www.haveyouheard.co.za 084 914 4449 Ryan McFadyen [email_address] www.haveyouheard.co.za 083 798 8070 Give us a shout… http:// haveyouheardblog .wordpress. com