REACHES MORE PEOPLE THAN ANY OTHER MEDIUM Even the hard to reach guy down here
LEADS TO BEHAVIOUR CHANGE – SALES!
IT’S HIGHLY CONTAGIOUS
IT’S ALL ABOUT THE INFLUENTIALS:
Offline Word of Mouth Online Word of Mouth Most trusted medium Highly relevant Speeds through strong ties (days) Highly trusted Highly relevant High speed of dissemination (seconds) One to one (or few) Ability of one to many Temporary Permanent 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 Conversation, comments, reviews etc INDIRECT Badges, fan page, tagging, viral, buzz etc. HOW MESSAGE friends/ followers, mentions, readers, tagger etc MEDIUM Twitter, Flickr, YouTube, Digg, StumbleUpon, Facebook, blogs, community etc.
ONLINE WOM HAS COMMUNITY AT ITS HEART
A virtual community is a communication and 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 Facilitate Information Sharing Part of something greater, belonging Builds hope and raises expectations Community Altruism: For the good of the community Yalom, Irvin (1980) Existential Psychotherapy
Strategic Word of Mouth Ingredients
1. Understand Network 2. Who Influences 3. Engagement platform 5. Motivate to spread 4. Sticky Messages
Find the right Influentials in a network
The role of word of mouth
BIG EXCITING Tooheys Extra Dry (TED) CASE STUDY!!
Tooheys Extra Dry (TED) Brand background and context
Part of a broader getting closer to consumers strategy.
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 consumer
6 beers of sep, 696, uncharted, festival sponsorship, tedconnected
TED and Digital
Digital provides the best pathway for two way communication and immersion:
The Opportunity The Brief The Insights
To live our “mantra” – let the consumer own the brand, influence it’s direction.
Live in their world – don’t tell them what is cool but let them tell us.
Explode our impact in the Victorian market.
Let them tell the story – credibility.
Have a start, middle and end.
Give them something to hang their hat on.
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 they experience .
The Soup Strategic Ingredients
1. Understand Network 2. Who Influences 3. Engagement platform 5. Motivate to spread 4. Sticky Messages Experience offline Communicate online Key Social Organisers Digital Creators Record your summer Share it online Personal briefing Direct from the brand Flip Video Beer cards Recognition Social kudos
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 you.
Creators of online content.
The 1% that will influence the 99% offline and online.
Focus on the creators to spread
Focus on the creators to spread Our Influentials Their Friends
Community Building Blocks: Yalom Facilitate Information Sharing Part of something greater, belonging Build hope and raise expectations Co-create community and take ownership Summer Community name and identity. Video compilation. Expect a great Summer (festivals, VIP) then surprise.
Facebook tags – part of their life Name withheld
Facebook tags – authentic conversation
The online network effect 25 Key Social Organisers 17,000 Friends Combined Uploads videos, authentic conversations Tags friends who are in his video ‘ tagged’ friend then broadcasts to his friends
The Impact Next steps for the program
777,000 highly credible brand impressions
Independent 3 rd 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.