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Unleash Your Conference Participants<br />To Become<br />Energized <br />WOM Influencers<br />
Thank You<br />
Define influencers, Mass Connectors & Mass Mavens<br />
Identify four-step process to empower conference attendees<br />
Discuss peer influence & customer satisfaction<br />
United Breaks Guitars<br />
9+ million views <br /> Cost $150<br />250 media interviews<br />
What happened to United?<br />Social Media<br />Positive comments decreased 4%<br />Negative comments increased 3%<br />Tr...
We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. The ClueTrain Man...
Impressions<br />
Impressions: The number of views people see<br />
Individuals create:<br />256 billion impressionsabout products/services)<br />
Individuals create:<br />1.64 billion posts (blog posts, comments, ratings reviews)<br />For 250 billion impressions<br />
Equals: Half a trillion U.S. impressions <br />8 impressions for every person online<br />¼ as many from each other as fro...
Which impressions<br />Do people give more attention?<br />
Word Of Mouth (WOM):<br />Consumers providing information to other consumers<br />
WOM Marketing:<br />Giving people a reason to talk about your products & services<br />
WOM Is<br />The voice of the customer<br />Natural, genuine process<br />People seeking advice from each other<br />
WOM focuses on providing good customer service first<br />
WOM cannot be faked or invented<br />
Four Technologies Creating <br />Empowered Customers<br />1. Smart phones<br />
Four Technologies Creating <br />Empowered Customers<br />2. Video<br />
3. Cloud Computing<br />Four Technologies Creating <br />Empowered Customers<br />
Four Technologies Creating <br />Empowered customers<br />4. Social Networks<br />
Influencer<br />Person with greater than<br />average reach or WOM impact<br />
3 Types<br />Connectors, Mavens, Sales<br />Tipping Point, Gladwell<br />
2 Types Of Empowered Influencers<br />Mass Connectors, Mass Mavens<br />Forrester Researchers Bernoff & Schadler<br />
Mass Connectors<br />Lots of social network connections<br />11 million people, 205 billion impressions<br />18,600 per co...
Mass Connectors<br />Spreadable content<br />Follow them & Listen to what they say<br />
Mass Mavens<br />Contribute to blogs, discussions, reviews<br />80% of online posts re products & services<br />24 million...
Mass Mavens<br />Give them exclusive information to share<br />
Event Organizers<br />Need to see individuals as marketing channel<br />& part of the marketing mix<br />
Questions?<br />
Empower Event Attendees<br />IDEA: A 4-Step Plan<br />
I<br />dentify Mass Influencers<br />
I<br />dentify Mass Influencers<br />Alltop.com<br />Boardreader.com<br />Delicious.com<br />Googleblogs.com<br />Klout.co...
I<br />dentify Mass Influencers<br />Listorious.com<br />Postrank.com<br />Socialmention.com<br />Twittergrader.com<br />T...
D<br />eliver excellent customer service<br />
E<br />mpower with information<br />
A<br />mplify event fans<br />
D<br />eliver excellent customer service<br />Influence happens after sale<br />
Influence happens after sale<br />Is registered attendee:<br />Supported?<br />Empowered?<br />Delighted?<br />Fan?<br />B...
Good service creates happiness<br />More touchpoints & more reasons <br />for customer to feel good <br />about your organ...
Attendees matter more after sale<br />Enough positive customer service<br />= positive WOM<br />& broadcast praises<br />
Engagement Critical<br />
Remember WOM acknowledges<br />Unsatisfied customers are<br />equally as powerful<br />
Define influencers, Mass Connectors & Mass Mavens<br />
Identify four-step process to empower conference attendees<br />
Discuss peer influence & customer satisfaction<br />
Thank you for your time<br />
Resources<br />Empowered by Josh Bernoff & Ted Schadler<br />Edelman 8095 GlobalLiaison Network<br />Forrester’s North Ame...
jhurt@velvetchainsaw.com<br />velvetchainsaw.com<br />@JeffHurt<br />
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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 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 &amp; 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 of "Unleash Your Conference Participants To Become WOM Influencers"

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