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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