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Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
Unleash Your Conference Participants To Become WOM Influencers
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Unleash Your Conference Participants To Become WOM Influencers

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Word Of Mouth (WOM) and influencers. Those words may sound like a foreign language or jargon that has nothing to do with event and conference planning. Yet they can have a tremendous impact on your …

Word Of Mouth (WOM) and influencers. Those words may sound like a foreign language or jargon that has nothing to do with event and conference planning. Yet they can have a tremendous impact on your next meeting or event. Do you know how?

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  • $3,500 Taylor Guitar$1,200 to repairSpent $150 to create the music videoLoaded it onto YoutTube July 2009 25,000 views 1st 24 hours
  • CNN, Today Show, The ViewWebsite gets 50,000 hits per dayCTV, Canada’s largest private broadcaster, hired him as a songwriter.Got endorsement deal with Carlton
  • Positive sentiment in social media networks decreased from 34% to 28%. Negative sentiment increased from 22% to 25%. Positive stories in traditional media dropped from 39% to 27% while negative stories increased from 18% to 23%. (data from Syomos) Six months after the story broke, United PR continues to receive requests to talk about the incident.United has since changed its policies. The video is now used in United training. United now monitors social media
  • Marketers count the number of views people receive. One ad campaign might create seven million impressions. And the costs of that one ad campaign can be in the hundreds of thousands of dollarsUnited Breaks Guitars online video has more than 9 million impressions
  • Word of Mouth Marketing: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications
  • 91% Prospective Association Members learn about organization by WOM.67% learn about organization from a colleague.WOM is most effective membership recruitment tool. [Marketing General 2010 Membership Marketing report - http://www.membershipmarketing.blogspot.com/]
  • WOM can be encouraged & facilitatedempowers others to share experiencesfocuses on providing good customer service firstacknowledges unsatisfied customer is equally powerful
  • WOM can not befaked or inventedAttempting to fake word of mouth is unethical and creates a backlash, damages the brand, and tarnishes the corporate reputation.
  • Three out of four consumers in America and four out of five in Western Europe have a mobile phone. Think about these devices as mobile information conduits. 130,000iphone apps as of 10/20/10.
  • Cisco estimates that by 2013 video will represent 91% of all data flowing over the Internet which is very different than today’s text and graphics medium.In one month in 2009, 100 million Americans watched a total of 6 billion YouTube videos ~ Comscore
  • These cloud Internet services are accessible anywhere with a login from a web-connected device. The servers, software and storage are in the cloud. Cloud computing enables improved system integration, data exchange and user experience. This is a great tool for attendee collaboration and online customer service.
  • Social networks have exploded and your event participants can influence their peers, tap their community for information and spread communication–both positive and negative. By 12/09, 59% of all online consumers use social networks.
  • Define Influencer - Influencer person who has a greater than average reach or impact through word of mouth in a relevant marketplace. 8 in 10 Millennials say they have taken action on behalf of brands they like and trust.9 in 10 U.S. Millennials take action once a week on behalf of bands66% Millennials recommend brand76% Millennials say their family and freidns depend upon their opinions54% Millennials tell family and friends not to purchase products or services41% Millennials boycott an organization32% Millennials post something negative abot a brand in social network29% join community of people who dislike the brandEdelman 8095 Global Liaison Network – Report For Millennials Taking Action Is A Core Value
  • 7 million are both Mass Connectors and Mass MavensGoogle biased toward content with lots of inbound links like blogs, discussion forums reviews and these end up near top of search rankings. They have opinions and love to spread them.
  • How to amplify event fans?Get an outside perspective. (Monitor, collect and analyze customer perspectives.)Respond (Create profiles in the places your customers go and reach out to them.)Enable (Give customers tools, content and opportunities to talk about you.)Amplify (Find ways to connect fans to each other, and to the rest of the world.)Change (Help organization leadership learn from fan activity, improve and change for better.)
  • Old sales funnel: Eyeballs to awareness to consideration to preference to purchase to customer.New marketing funnel continues: Supported to empowered to delighted to fan to broadcaster.
  • Transcript

    • 1. Unleash Your Conference Participants
      To Become
      Energized
      WOM Influencers
    • 2. Thank You
    • 3. Define influencers, Mass Connectors & Mass Mavens
    • 4. Identify four-step process to empower conference attendees
    • 5. Discuss peer influence & customer satisfaction
    • 6. United Breaks Guitars
    • 7. 9+ million views
      Cost $150
      250 media interviews
    • 8. What happened to United?
      Social Media
      Positive comments decreased 4%
      Negative comments increased 3%
      Traditional Media
      Positive stories dropped 12%
      Negative stories increased 5%
    • 9. We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. The ClueTrain Manifesto
    • 10. Impressions
    • 11. Impressions: The number of views people see
    • 12. Individuals create:
      256 billion impressionsabout products/services)
    • 13. Individuals create:
      1.64 billion posts (blog posts, comments, ratings reviews)
      For 250 billion impressions
    • 14. Equals: Half a trillion U.S. impressions
      8 impressions for every person online
      ¼ as many from each other as from online advertisers
    • 15. Which impressions
      Do people give more attention?
    • 16. Word Of Mouth (WOM):
      Consumers providing information to other consumers
    • 17. WOM Marketing:
      Giving people a reason to talk about your products & services
    • 18. WOM Is
      The voice of the customer
      Natural, genuine process
      People seeking advice from each other
    • 19. WOM focuses on providing good customer service first
    • 20. WOM cannot be faked or invented
    • 21. Four Technologies Creating
      Empowered Customers
      1. Smart phones
    • 22. Four Technologies Creating
      Empowered Customers
      2. Video
    • 23. 3. Cloud Computing
      Four Technologies Creating
      Empowered Customers
    • 24. Four Technologies Creating
      Empowered customers
      4. Social Networks
    • 25. Influencer
      Person with greater than
      average reach or WOM impact
    • 26. 3 Types
      Connectors, Mavens, Sales
      Tipping Point, Gladwell
    • 27. 2 Types Of Empowered Influencers
      Mass Connectors, Mass Mavens
      Forrester Researchers Bernoff & Schadler
    • 28. Mass Connectors
      Lots of social network connections
      11 million people, 205 billion impressions
      18,600 per connector
    • 29. Mass Connectors
      Spreadable content
      Follow them & Listen to what they say
    • 30. Mass Mavens
      Contribute to blogs, discussions, reviews
      80% of online posts re products & services
      24 million people, 1.31 billion posts
    • 31. Mass Mavens
      Give them exclusive information to share
    • 32. Event Organizers
      Need to see individuals as marketing channel
      & part of the marketing mix
    • 33. Questions?
    • 34. Empower Event Attendees
      IDEA: A 4-Step Plan
    • 35. I
      dentify Mass Influencers
    • 36. I
      dentify Mass Influencers
      Alltop.com
      Boardreader.com
      Delicious.com
      Googleblogs.com
      Klout.com
    • 37. I
      dentify Mass Influencers
      Listorious.com
      Postrank.com
      Socialmention.com
      Twittergrader.com
      Twitter chats
      https://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0
    • 38. D
      eliver excellent customer service
    • 39. E
      mpower with information
    • 40. A
      mplify event fans
    • 41. D
      eliver excellent customer service
      Influence happens after sale
    • 42. Influence happens after sale
      Is registered attendee:
      Supported?
      Empowered?
      Delighted?
      Fan?
      Broadcaster?
    • 43. Good service creates happiness
      More touchpoints & more reasons
      for customer to feel good
      about your organization
    • 44. Attendees matter more after sale
      Enough positive customer service
      = positive WOM
      & broadcast praises
    • 45. Engagement Critical
    • 46. Remember WOM acknowledges
      Unsatisfied customers are
      equally as powerful
    • 47. Define influencers, Mass Connectors & Mass Mavens
    • 48. Identify four-step process to empower conference attendees
    • 49. Discuss peer influence & customer satisfaction
    • 50. Thank you for your time
    • 51. Resources
      Empowered by Josh Bernoff & Ted Schadler
      Edelman 8095 GlobalLiaison Network
      Forrester’s North American Tehnographics Empowerment Online Survey Q4 2009
      Images by Stéfan Le Dûunless noted
      Marketing General 2010 Membership Marketing Report
      Syomos
      WOMMA
    • 52. jhurt@velvetchainsaw.com
      velvetchainsaw.com
      @JeffHurt

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