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From Mass to Grass Word of Mouth Conference - Chair Intro Slides (Agent Wildfire & CMA)

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CMA Word of Mouth Conference …

CMA Word of Mouth Conference
Introductory Remarks
Sean Moffitt, President, Agent Wildfire Inc.

Published in: Business, Technology

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  • Transcript

    • 1. CMA’s 2008 Word of Mouth Conference
    • 2. Agent Wildfire Key Belief #1– The Power of Word of Mouth “ There is only one thing in the world worse than being talked about, and that is not being talked about.” Oscar Wilde, The Picture of Dorian Grey
    • 3. Word of Mouth – What Is It?
      • “ the authentic & enthusiastic sharing of opinion about a product, service and idea between two or more people”
        • Online & offline
        • Long term & short term
        • Marketing, media, operations, innovation & insights effects
    • 4.
      • ORGANIC
      • (Baked into the brand/product)
      • Company with a great cause/culture/mission
      • Well-differentiated product that works
      • Delivery of a great customer experience
      • Beyond-the-call customer service
    • 5.
      • AMPLIFIED/ORCHESTRATED (Surrounding or added to the product)
      • Marketing-oriented
      • Research-oriented
      • Media-oriented
      • Operation-oriented
    • 6. The many flavours of amplified word of mouth …
    • 7. Word of Mouth Marketing Options Viral Influencer Social User-generated Community Referral/ Affiliate Experiential Buzz Cause -Driven
    • 8.  
    • 9. If 67% of the economy runs on word of mouth, Why are we spending less than 5% of our money/time trying to get it?
    • 10. If 80% of companies believe they are giving their customers a great experience.. Why do only 8% of our customers say they are getting a great experience?
    • 11. If there are 1,540 people who hear about a problem before one complaint is fielded to management.. Why are we not making it easier for our customers to talk to us?
    • 12. If every 7% increase in positive word of mouth or 2% decrease in negative word of mouth leads to 1% business growth. Why are we not attempting to measure word of mouth ?
    • 13. If less than 10% of your audience fuels most of your word of mouth activity…. Why don’t we try to find these people ?
    • 14. If more than 20% of the media we consume is user-generated (and 50% for people under 25) … Why do we not participate and invest in these spaces?
    • 15. Overcoming the myths about our industry and the importance of word of mouth…
    • 16. Word of mouth marketing myths holding companies back
      • “ Word of mouth is really niche”
      • “ Word of mouth can’t be tracked”
      • “ Word of mouth can’t be generated’
      • “ Word of mouth is too risky”
      • “ Word of mouth influencers don’t exist”
      • “ Stealth is required to make word of mouth work”
    • 17. The Marketers
    • 18. We like to live and think in packs…
    • 19. It’s scary to act alone as a marketer…
    • 20. But it’s getting dangerous to be out there…
    • 21. Despite the risks, we need to get to other side …
    • 22. The smart marketers are making changes…
    • 23. Some mess up….
      • - Fake blogs
      • Bad customer experience
      • Astroturfing
      • Shill marketing
    • 24. But most marketers do just fine…
    • 25. So you can fight a losing battle…
    • 26. You can keep hitting your head against the wall
    • 27. you can be a plain old ….
    • 28. Or you can listen to your influencers in their world ….
    • 29. Start a Conversation…
    • 30. Embrace and invite your fans and customers to participate..
    • 31. Turn your back on traditional practices…
    • 32. Get curious…
    • 33. Get Noticed and Talked About…
    • 34. Win some new friends…
    • 35. Spread the word….
    • 36. … and live to see a better day
    • 37. What Will You Learn About Word of Mouth Today
      • It Can Be Embedded
      • and Accelerated
      • It Works for Wide Range of
      • Companies and organizations
      • - It Has Its Owns Rules
      • - It Can Be Measured
      • - It’s a Big Part of the Future
    • 38. Are You Ready To Become Word of Mouth Evangelists?