Social Word-of-Mouth Marketing Lessons Learned
How 7 Brands Got it Right and Wrong
Greg Shove@gregshoveinfo@socialchorus.c...
2
Adopting emerging
tactics in WOM marketing
Many clients want to apply traditional
marketing practices to social programs...
3
We‟ve collected 7 examples from
our customers
Varying assumptions or beliefs regarding
product and how to promote using ...
4
Lesson 1: Consumers are
always talking about products
Content developed to test assumptions of
seasonal value.
Social ac...
5
Brand valued professional bloggers due to
high reach.
Power middle influencers achieved results
as a trusted source to a...
6
Lesson 3: The right program theme
jump-starts influencer enthusiasm
The personal connection we feel to
products can driv...
7
Influencers who aren‟t socially savvy aren‟t
great influencers.
Low value coupons don‟t motivate
endorsements.
Value exc...
8
Brand assumed interactivity is a great way
to increase buzz.
30 influencers > 188K endorsements >
12M consumers
Valuable...
9
Incentives vary depending on influencer
level.
Choose incentives from the influencer
perspective.
Lesson 6: Find the inc...
10
Develop a relevant concept that excites
influencers.
Getting it right from the beginning allows
the brand to capitalize...
11
The way that brands market to
consumers is changing.
Scalable social endorsements and
measurable ROI that brands desire...
12
Click here to learn more from our e-book
on Social Word-of-Mouth Marketing
Lessons Learned: How 7 Brands Got it
Right a...
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Social Word-of-Mouth Marketing Lessons Learned: How 7 Brands Got it Right and Wrong

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Social Word-of-Mouth Marketing Lessons Learned: How 7 Brands Got it Right and Wrong

  1. 1. Social Word-of-Mouth Marketing Lessons Learned How 7 Brands Got it Right and Wrong Greg Shove@gregshoveinfo@socialchorus.com Founder/CEO
  2. 2. 2 Adopting emerging tactics in WOM marketing Many clients want to apply traditional marketing practices to social programs. Consumers are evolving – less likely to trust traditional advertising. 92% of consumers trust WOM over all other forms of advertising.
  3. 3. 3 We‟ve collected 7 examples from our customers Varying assumptions or beliefs regarding product and how to promote using WOM. Our programs verified or debunked these assumptions. Assumptions were corrected.
  4. 4. 4 Lesson 1: Consumers are always talking about products Content developed to test assumptions of seasonal value. Social activity tracking revealed year-long awareness. This illustrates the value of „always on‟ content.
  5. 5. 5 Brand valued professional bloggers due to high reach. Power middle influencers achieved results as a trusted source to audiences. Influencers enjoy sharing exclusive, interesting content in relationship with brands. Lesson 2: Don‟t be blinded by high reach. Trust is more valuable.
  6. 6. 6 Lesson 3: The right program theme jump-starts influencer enthusiasm The personal connection we feel to products can drive engagement. Promoting these valuable personal endorsements produces even better results. Best themes allow for creative freedom.
  7. 7. 7 Influencers who aren‟t socially savvy aren‟t great influencers. Low value coupons don‟t motivate endorsements. Value exchange drives influencer endorsements. Lesson 4: Overestimate customer influence & incentive
  8. 8. 8 Brand assumed interactivity is a great way to increase buzz. 30 influencers > 188K endorsements > 12M consumers Valuable content builds „always on‟ engagement. Lesson 5: Creative concepts drive better engagement
  9. 9. 9 Incentives vary depending on influencer level. Choose incentives from the influencer perspective. Lesson 6: Find the incentive “sweet spot.”
  10. 10. 10 Develop a relevant concept that excites influencers. Getting it right from the beginning allows the brand to capitalize on consumer sentiment. Influencer content is more valuable than brand-created content. Lesson 7: Consumer research can prompt endorsements
  11. 11. 11 The way that brands market to consumers is changing. Scalable social endorsements and measurable ROI that brands desire. Build direct, always-on relationships with thousands of influential advocates. Consumer opinions are more available and more impactful than ever.
  12. 12. 12 Click here to learn more from our e-book on Social Word-of-Mouth Marketing Lessons Learned: How 7 Brands Got it Right and Wrong. Download the new SocialChorusebooknow!

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