We Sell Conversations


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We Sell Conversations

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  • We Sell Conversations

    1. 1. We Sell Conversations
    2. 2. Unleashing the power of online word of mouth
    3. 3. Today: 1. Overview: WOM 2. How to: Harnessing the power of online WOM 3. Case Study: The proven power of online WOM for Tooheys Extra Dry
    4. 4. 1. Overview: WOM Soup and Online WOM The current market What is WOM?
    5. 5. Soup: Advocacy Agency We sell conversations
    6. 6. Soup WOM Programs Soup Menu WOM Programs Influencer Parties Online Community Brand Activists Influencer Marketing Seeding Social Media
    7. 7. THE MEDIA ENVIRONMENT Media Fragmentation & Cost Rise of Internet The World is Networked Current marketplace THE MARKETPLACE Level of Differentiation Low Short Term Financial Pressures Distribution of Competition Globalization of Competition Pace of Technology Faster THE CONSUMER Scarcity of Time Scarcity of Attention Scarcity of Trust The Heterogeneous Consumer Mass Marketing Less Effective Credibility of Conventional Tactics Low Established Brand/Business Models Under Threat Number of Choices/Brands Up – More Confusion Product Lifecycles Shortened Tuning Out Want Authenticity, Intimacy, Remarkability Rise of Word of Mouth Need for breakthrough vehicles Need for Remarkable Brands / Contagious Ideas Importance of Influential Consumers RISE OF WORD OF MOUTH MARKETING © Copyright 2009
    8. 8. <ul><li>Defining Word of Mouth </li></ul><ul><li>Genuine & honest </li></ul><ul><li>Individual </li></ul><ul><li>Direct or indirect </li></ul><ul><li>The most trusted medium </li></ul>
    9. 9. The Power of Online Word of Mouth
    10. 10. IT’S THERE FOREVER
    11. 11. IT CAN BE FOUND
    12. 12. REACHES MORE PEOPLE THAN ANY OTHER MEDIUM Even the hard to reach guy down here
    16. 16. 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
    17. 17. 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.
    19. 19. <ul><li>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. </li></ul><ul><li>Wikipedia 2009 </li></ul>
    20. 20. <ul><li>We are in a community when we find somewhere we belong. </li></ul><ul><li>(Community, The structure of belonging, Peter Block 2008) </li></ul>
    21. 21. 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
    22. 22. Strategic Word of Mouth Ingredients
    23. 23. 1. Understand Network 2. Who Influences 3. Engagement platform 5. Motivate to spread 4. Sticky Messages
    24. 24. Find the right Influentials in a network
    25. 25. The role of word of mouth
    26. 26. BIG EXCITING Tooheys Extra Dry (TED) CASE STUDY!!
    27. 27. Tooheys Extra Dry (TED) Brand background and context
    28. 28. TED Background <ul><li>Part of a broader getting closer to consumers strategy. </li></ul><ul><li>Intrinsically a brand aimed at 18-24 years olds – digital natives. </li></ul><ul><li>Live with them not advertise at them. </li></ul><ul><li>TED is a brand owned by the consumer but custody awarded to LNA. </li></ul>
    29. 29. Communication Context <ul><li>Activity is based around the consumer </li></ul><ul><ul><li>6 beers of sep, 696, uncharted, festival sponsorship, tedconnected </li></ul></ul>
    30. 30. TED and Digital <ul><li>Digital provides the best pathway for two way communication and immersion: </li></ul><ul><ul><li>Immediate </li></ul></ul><ul><ul><li>personal </li></ul></ul><ul><ul><li>influential </li></ul></ul><ul><ul><li>easy </li></ul></ul>
    31. 31. The Opportunity The Brief The Insights
    32. 32. The Opportunity <ul><li>To live our “mantra” – let the consumer own the brand, influence it’s direction. </li></ul>
    33. 33. The Opportunity <ul><li>Live in their world – don’t tell them what is cool but let them tell us. </li></ul>
    34. 34. The Brief <ul><li>Explode our impact in the Victorian market. </li></ul><ul><li>Let them tell the story – credibility. </li></ul><ul><li>Have a start, middle and end. </li></ul><ul><li>Give them something to hang their hat on. </li></ul>
    35. 35. The Insights <ul><li>Start with summer locations: a place for people to try new things, </li></ul><ul><li>Don’t tell people what to do, let them do it in their own way. </li></ul><ul><li>Online is where they communicate and share but real world is where they experience . </li></ul>
    36. 36. The Soup Strategic Ingredients
    37. 37. 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
    38. 38. <ul><li>Melbourne: 18-24 years olds. </li></ul><ul><li>Key social influentials (the people who organise the others for summer). </li></ul><ul><li>Exhaustive face to face research in Melbourne to discover them. </li></ul><ul><li>They need to be found, they won’t find you. </li></ul><ul><li>Creators of online content. </li></ul><ul><li>The 1% that will influence the 99% offline and online. </li></ul>Focus on the creators to spread
    39. 39. Focus on the creators to spread Our Influentials Their Friends
    40. 40. 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.
    41. 41. Facebook tags – part of their life Name withheld
    42. 42. Facebook tags – authentic conversation
    43. 43. 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
    44. 44. The Impact Next steps for the program
    45. 45. Incredible Results <ul><li>Digitally tracked: </li></ul><ul><ul><li>777,000 highly credible brand impressions </li></ul></ul><ul><li>Independent 3 rd party research: </li></ul><ul><ul><li>early data demonstrates a 12% shift in adoration for the product in Melbourne. </li></ul></ul><ul><li>Brand impact: Natural branding pieces that are credible among the target market. </li></ul><ul><li>Long-term impact: Adorers for life – harder to get a lover than keep a lover. </li></ul>
    46. 46. 1. Creation of a Extra Dry Panel (TED Connected) – the first to know. 2. Natural migration for the community – don’t dump them. © Copyright 2009 Next Steps
    47. 47. Summary: to unleash the power on online WOM!!!
    48. 48. <ul><li>Be Versatile </li></ul>Be Human Be Fluid Be Immediate Be Responsive Be Brave
    49. 49. Thank you! For a copy of this paper, email: [email_address] Or Visit our Ad-tech stand