Unleash Your Conference Participants To Become WOM Influencers

Unleash Your Conference Participants
To Become
Energized
WOM Influencers

Thank You

Define influencers, Mass Connectors & Mass Mavens

Identify four-step process to empower conference attendees

Discuss peer influence & customer satisfaction

United Breaks Guitars

9+ million views
Cost $150
250 media interviews

What happened to United?
Social Media
Positive comments decreased 4%
Negative comments increased 3%
Traditional Media
Positive stories dropped 12%
Negative stories increased 5%

We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. The ClueTrain Manifesto

Impressions

Impressions: The number of views people see

Individuals create:
256 billion impressionsabout products/services)

Individuals create:
1.64 billion posts (blog posts, comments, ratings reviews)
For 250 billion impressions

Equals: Half a trillion U.S. impressions
8 impressions for every person online
¼ as many from each other as from online advertisers

Which impressions
Do people give more attention?

Word Of Mouth (WOM):
Consumers providing information to other consumers

WOM Marketing:
Giving people a reason to talk about your products & services

WOM Is
The voice of the customer
Natural, genuine process
People seeking advice from each other

WOM focuses on providing good customer service first

WOM cannot be faked or invented

Four Technologies Creating
Empowered Customers
1. Smart phones

Empowered Customers
2. Video

3. Cloud Computing
Empowered Customers

Empowered customers
4. Social Networks

Influencer
Person with greater than
average reach or WOM impact

3 Types
Connectors, Mavens, Sales
Tipping Point, Gladwell

2 Types Of Empowered Influencers
Mass Connectors, Mass Mavens
Forrester Researchers Bernoff & Schadler

Mass Connectors
Lots of social network connections
11 million people, 205 billion impressions
18,600 per connector

Mass Connectors
Spreadable content
Follow them & Listen to what they say

Mass Mavens
Contribute to blogs, discussions, reviews
80% of online posts re products & services
24 million people, 1.31 billion posts

Mass Mavens
Give them exclusive information to share

Event Organizers
Need to see individuals as marketing channel
& part of the marketing mix

Questions?

Empower Event Attendees
IDEA: A 4-Step Plan

I
dentify Mass Influencers

I
Alltop.com
Boardreader.com
Delicious.com
Googleblogs.com
Klout.com

I
Listorious.com
Postrank.com
Socialmention.com
Twittergrader.com
Twitter chats
https://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0

D
eliver excellent customer service

E
mpower with information

A
mplify event fans

D
eliver excellent customer service
Influence happens after sale

Influence happens after sale
Is registered attendee:
Supported?
Empowered?
Delighted?
Fan?
Broadcaster?

Good service creates happiness
More touchpoints & more reasons
for customer to feel good
about your organization

Attendees matter more after sale
Enough positive customer service
= positive WOM
& broadcast praises

Engagement Critical

Remember WOM acknowledges
Unsatisfied customers are
equally as powerful

Define influencers, Mass Connectors & Mass Mavens

Identify four-step process to empower conference attendees

Discuss peer influence & customer satisfaction

Thank you for your time

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

jhurt@velvetchainsaw.com
velvetchainsaw.com
@JeffHurt

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Unleash Your Conference Participants To Become WOM Influencers

by Jeff Hurt on Oct 21, 2010

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Unleash Your Conference Participants To Become WOM Influencers — Presentation Transcript