Two different types of WOM Organic WOM occurs naturally when people become advocates because they are happy (or not) with a product.Amplified WOM occurs when marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities.66
(active TV ad skippers were 25% more likely to participate in message boards) Intelliseek6
Bazzar voice showed that they get 50% more click through rates from an EDM that featured consumer based reviews – (Petco WOMMA). Bob loves his pet as much as me, , I think I’ll buy bobs cat toy. Highly persuasive! 6
Intelliseek : online WOM 14% more trusted than TV adsDo we know what is a bogus review? How do we know to trust it? Research has shown that we are more likely to trust a site that has some negative reviews than all positive reviews. People expect that others will not LOVE it all the time that makes it feel real and well….human. We start to smell a rat otherwise. Not about offline vs online word of mouth – they are complementary and should work together. 17
Building community will make WOM travel further and be sustained.Community is a sense of belonging, there is a higher purpose that people are building towards. People are not there to help the brand they are there to help each other. The community of review sites is very strong.Why do people write reviews on the website (when they become part of a community – they want to do it for the community). <number>
As community is breaking down in our offline lives it is building in our online lives.<number>
Car stereo website forums & experience with zealous gaurdians!<number>
Professor Emeritus of Psychiatry at the Stanford UniversityCar stereo website forums & experience with zealous gaurdians!<number><number>
Offline Word of Mouth Online Word of Mouth
Most trusted medium Highly trusted
Highly relevant Highly relevant
Speeds through strong ties High speed of dissemination
One to one (or few) Ability of one to many
Difficult to seek exact match Can search for it (web)
Source mostly known Source unknown and known
Types of Online Word of Mouth
WHAT DIRECT INDIRECT
conversation, Badges, fan page,
comments, viral, buzz etc.
HOW MESSAGE MEDIUM
friends/ Twitter, Flickr,
followers, YouTube, Digg,
readers, tagger Facebook, blogs,
etc community etc.
A virtual community is a
information system of
social networks whose participants
share a common purpose, interact
in a virtual society and are able to
develop personal relationships.
We are in a community when we
find somewhere we belong.
(Community, The structure of belonging, Peter Block 2008)
Strong communities: Irvin Yalom
Part of something
For the good of
Builds hope and
Recruiting Influentials is a crucial step
• Cascade interviews are a pollinate proprietary
technique based on social network theory.
Top • We need to find guys who are sociable and the
Bloke connected ‘hub’ of their network
• Guys who organise and arrange the ‘good
times’ for their mates
• Guys who are credible – they would be trusted
to recommend a new beer....
We need to understand how recommendation works in the social network and to
do these we map social networks
Tooheys Extra Dry
Brand background and
Authenticity is crucial
+ 25 ‘Key Social Organisers’
+ Armed with exclusive flip
cameras, event tickets and
+ Asked to film their summer
+ Supported at their own
Authentic communication is the only way to utilize the
Photo credit: Bourbon Baby
power of influence
• Part of a broader getting closer to
• Intrinsically a brand aimed at 18-24 years
olds – digital natives.
• Live with them not advertise at them.
• TED is a brand owned by the consumer
but custody awarded to LNA.
• Activity is based around the
– 6 beers of sep, 696, uncharted, festival
TED and Digital
Digital provides the best pathway
for two way communication and
To live our “mantra” – let the
consumer own the brand, influence
Live in their world – don’t tell them
what is cool but let them tell us.
• Explode our impact in the Victorian
• Let them tell the story – credibility.
• Have a start, middle and end.
• Give them something to hang their
• Start with summer locations: a
place for people to try new things,
• Don’t tell people what to do, let
them do it in their own way.
• Online is where they communicate
and share but real world is where
Focus on the creators to spread
• Melbourne: 18-24 years olds.
• Key social influentials (the people who
organise the others for summer).
• Exhaustive face to face research in
Melbourne to discover them.
• They need to be found, they won’t find
• Creators of online content.
The 1% that will influence the 99% offline
Focus on the creators to spread
Community Building Blocks: Yalom
Part of something
name and identity.
Expect a great
Build hope and raise
VIP) then surprise.
Facebook tags – part of their life
Incredible Results with online WOM
• Digitally tracked:
– 777,000 highly credible brand impressions
• Independent 3rd party research:
– early data demonstrates a 12% shift in adoration
for the product in Melbourne.
• Brand impact: Natural branding pieces that
are credible among the target market.
• Long-term impact: Adorers for life – harder
to get a lover than keep a lover.