Agent Wildfire…We Do This…We Do It Well Attention Overload Buzz Marketing Customer Collaboration Social Media Brand Communities Influencer Marketing Product Seeding Referral Programs Social Networks Grassroots/Cause Marketing Experiential Marketing Viral Marketing User Generated Content
We heart PR “Advertising has no credibility with consumers, who are increasingly skeptical of its claims and whenever possible are inclined to reject its messages. Publicity, on the other hand, provides the credentials that create credibility…. To get something going from nothing, you need the validity that only third party endorsements can bring.”
An Unbelievable Offer 15 Pieces of Career Advice 36 Reasons Why People Talk 26 Bankable Trends
9 WHAT’s NEXT IN SOCIAL MEDIA, WORD OF MOUTH & COMMUNITY BUILDING
1. What forms of social media/WOM will experience the biggest growth in the next few years?
1. What forms of social media/WOM will experience the biggest growth in the next few years? 1. Social Network Marketing 36% 2. Social Media (blogs/podcasts) 35% 3. Mobile Marketing 34%* 4. Customer/User Generated Content 30%* 5. Influencer marketing 27% 6. Brand communities/networks 21%* 7. Brand entertainment/advergaming16% Source: Agent Wildfire Buzz Report 2009
2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM?
2. The biggest changes in culture, media and the marketplace causing a rise in social media/WOM? 1. Rise of Social Networks 36%* 2. Rise in New Tech./Media 29% 3. Web 2.0/Prosumer 27% 4. Media fragmentation/clutter 27% 5. Mass marketing effectiveness down 26% 6. Loss of trust/credibility 23% 7. Waning attention to media/messages 23% Source: Agent Wildfire Buzz Report 2009
3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients?
3. The biggest obstacles that continue to exist in implementing social media/WOM in your company/clients? 1. Inability to measure 40% 2. Lack of budgets 31% 3. No accepted standards/benchmarks 29%* 4. Fear of loss of control 29% 5. Inability for culture to accept 25% 6. Technical skills/expertise not in place 23%* 7. Do not understand diff. bet. Mass marketing 21%* Source: Agent Wildfire Buzz Report 2009
4. The biggest sins of the social media practitioner?
4. Biggest sins of a social media/WOM practitioner : 1. Lack of authenticity 65%* 2. Lieing about identity 51% 3. Not creating 2-way dialogue 47% 4. Not having a strategy 38%* 5. Not measuring what happens 35%* 6. No link to business objectives 29% 7. Not changing company practice because of it 28% Source: Agent Wildfire Buzz Report 2009
5. The Most Important Word of Mouth Attributes?
5 Most important Word of mouth attribute (in order of priority): 1. Conversation worthy idea/concept* 2. Great product/brand 3. Customer/member experience provided 4. The People who Participate* 5. The Culture of a company* 6. A strong word of mouth generation process 7. Research/analysis/learning Source: Agent Wildfire Buzz Report 2009
6. Most frequently stated objective for launching a social media/WOM initiative?
6. Most frequently stated objective for launching a social media/WOM initiative: 1. Awareness/buzz/publicity 39%* 2. Leads/referrals/members 33% 3. Loyalty/affinity/lifetime value 29% 4. Participate in dialogue/conversation 28%* 5. Seed influencers/incubate ambassadors 24% 6. Launch products/services/ideas/news 22% 7. Build better customer experiences 21% 8. Accelerate sales/revenue 18%* 9. Target specific tough to reach audiences 18% Source: Agent Wildfire Buzz Report 2009
Brand Community Building Finance- Wells Fargo Stagecoach Island Hospitality – My Starbucks Idea Running - Nike Plus B-to-B - Intuit Quickbooks Community Travel – Starwood’s The Lobby Automotive - Camp Jeep Tech – Dell Ideastorm eCommerce – eBay Powersellers Mobile – Virgin Insiders
Customer Centricity Percentage of executives who believe the Customer Experience is the new battleground - 95% Percentage that believe they are delivering a positive customer experience - 80% Percentage of their customers who agree - 8%
CEOs – The Most Critical Driver to Achieving Growth Business Strategy Customer Service Customer Experience Sales Force Marketing Strategy Product development Pricing Distribution Advertising Promotions 19% 16% 15% 11% 11% 7% 5% 4% ? ?
of consumers who say majority of customer experiences are “bland” Source: Gallup
49% 69% - Of consumers who say emotions account for ½ of their customer experience Source: Strategic Resource Development Group, 2006 Of consumers who had a negative service experience in the past year AND those that subsequently severed the relationship Source: Customer Focus 96&80%
Free Agent Agency Enterprise Watching/Reading Content Creating Personal Content Reading/Posting Message Boards Watching TV Online Socializing Watching Video Streaming (i.e. YouTube) Playing Online Games Maintaining/ Sharing Photos Keeping a Blog
Influencers “The Ones Who Create Ideas” “The Ones Who Provide Credibility” “The Ones Who Spot & Scout New Stuff” “The Ones Who Connect & Spread the Word” “The Ones Who Sell and Lead Opinions” “The Ones Who Attract Attention”
The Law of a Few - 70% of Wikipedia’s content is produced by 1.7% of its audience
Top ranked Influencer belief – “I love talking to others about things I’ve just discovered”
Influencers are 2x more active, more conversational and/or more brand-involved than the mainstream consumer
Influencers Scout/ Mystery Shopper Thinktank/ Sounding Board Turning Users, Customers and Consumers User Customer Consumer Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Collaborator/Producer Community Member/ VIP Insider Influencer Evangelist/ Ambassador/ Advocate Into Community Members, Advocates, Ambassadors and Evangelists Seeded Adopter/ Beta Tester AdvisoryCouncil/ Cause Torchbearer
Future Marketing Tactics What forms of word of mouth will experience the most growth in the next few years ? (top 3 choices) Social media marketing 37% Social network marketing 35% Mobile marketing 34% User-generated Content 31% Influencer marketing 28% Brand communities 20% Customer forums 17% Branded entertainment 16% Cause-related marketing 14% Brand microblogging 14% Buzz marketing 13% Corporate/brand blogging 11% Source: Agent Wildfire