Word of Mouth Marketing: <br />Creating Buzz and Engaging Influencers<br />September  2011Social Media Masters NYC<br />@w...
Who is Sean Moffitt….<br />Just A Blonde Guy With a Cause<br />
Agent Wildfire – Canada’s Word of Mouth People<br />
We WoM with these Influencers…<br />
Wikibrands - 2011 Booklist <br />Business Book of the Year <br />Authored by <br />Sean Moffitt and Mike Dover<br />Publis...
A Premium Brand is Now a Mark of Participation<br />Wikibrands - There’s a new currency on how to build business…<br />“So...
Forget Marketing’s 4Ps…<br />the Wikibrand 13Es<br />Mission<br />Drivers<br />Would you recommend my brand to a friend or...
Web WoM is credible, shareable, action-driving and consideration-driving<br />Word of Mouth<br />Social Media <br />Social...
“Word of mouth is social media’s daddy, social business is its granddaddy.”<br />Word of Mouth<br />Social Media <br />Soc...
Technology  and tools are less than 20% of the deal<br />“The diffusion of innovation is based more on sociology and psych...
Discovering The Ten Continents of the Wikibrand World<br /><ul><li> Word of mouth
Grassroots marketing
 Social influence
Customer participation
 Digital engagement
Online community
 Connected media
 Member collaboration
 Awesome customer experience
 Distributed Content</li></ul>Equals<br />success in business<br />
The 4 Laws of the Social ‘Net<br />Customer<br />-Driven<br />Socialness<br />Authenticity<br />Awesomeness<br />
The 1st Law of the Social Net #1 - Awesomeness<br />There is only one thing in the world worse than being talked about, an...
September WoM in New York<br />
September WoM in New York<br />
Who were #1, #2 and #3 people to fly across the Atlantic?<br />
The Law of Awesomeness Online<br />Only 0.9% of Facebook Users have…<br />More than 500 friends<br />Only 1.5% of Tweet co...
In a Wikibrand World- Act different, be different, think different<br />Top 8 Differentiation Drivers<br /> Unique<br /> D...
The 2nd Law of the Social Net #2 - Socialness<br />19<br />19<br />
Six Core Human Instincts on Why We Talk<br /><ul><li>To Survive
To Connect
To Make Sense of the World
To Reduce Risk & Uncertainty
To Benefit Economically
To Relieve Tension</li></li></ul><li>– Online Community Motivation – <br />Why Do People Join?<br />#1 - Social Connection...
Me in  2011<br />Me in 1992<br />150<br />3500<br />X 12<br />X 170<br />150<br />X 12<br />2000<br />8000<br />X 500<br /...
The 3rd Law of the Social Net #3 - Authenticity <br />
You don’t “Do, Kill, Buy, Trade in Social”, YOU LIVE IT<br />
A Culture Change is Required<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />SOCIAL INFLUENCE MARKETING<br />
Top Reasons – Why Now Social Media?<br />#1 The Need for Authenticity and Transparency -42%<br />#2 The rise of social net...
The 4th Law of The Social ‘Net <br />– Customer-Driven<br />
Customer Experience Reigns<br />- Who Knows Better Than Your Customer -<br />Executives who believe the Customer Experienc...
The Modern Customer’s Key Needs<br />- Engage Me, Excite Me, Make it Easy or Pay the Price -<br />
Great Brands Are Like Great Sports Teams…<br />
The best brands treat customers like valued fans<br />Scout/<br />Mystery<br />Shopper<br />Thinktank/<br />Sounding<br />...
Customers Fan Brands All the Time…<br /><ul><li> 85% of people want companies engaging with their customers in social medi...
Where to Start with WOM?<br />
Elwood:Er.. what kind of music do you usually have here?<br />Claire: Oh, we got both kinds. We got Country, and Western.<...
WOM Comes in a Few Flavours…<br /><ul><li>Ambassador programs
 Community
Buzz – offline</li></ul>- Viral - online<br /><ul><li>Recommend- ations (direct)
Badging (indirect)
Pass along Referrals (direct)</li></ul>- Social Influence (indirect)<br />Source- Intersection Consulting<br />
What are the biggest elements to WoM?<br />Tools used /platforms built?<br />Customer Experience?<br />Audience who partic...
Top 10 Ranked WoM Elements<br />Great ideas that spread are rare and valuable<br />#1 Conversation Worthy Idea/Concept*<br...
W<br /> F<br />I<br />I<br />L<br />R<br />D<br />E<br />Processes and Tools<br />Agent Wildfire – an 8-step process<br />...
Some of these people are not like the others….The Influencer Matters<br />
1690 – John Locke<br />"We are like chameleons, we take our hue and the color of our moral character, from those who are a...
1844 – Ralph Waldo Emerson<br />"Who shall set a limit to the influence of a human being?"<br />"The best efforts of a fin...
1991 – Geoffrey Moore<br />“This consumer is part of the herd. They're word-of-mouth creatures<br />... They're asking the...
2002 – Malcolm Gladwell<br />The Law of The Few: <br />“The answer is that the success of any kind of social epidemic is h...
2008 – Seth Godin<br />“The new opportunity is that it's easier than ever to find, organize, and lead a tribe. <br />The W...
The open web has not reduced, but instead, exposed the importance of influencers….<br />
Influencers Answer Questions<br />0.7% of Wikipedia<br />users edit…<br />50% of the articles<br />1.7% of Wikipedia<br />...
Influencers Stay on Top of What’s Current<br />2.2% of Twitter<br />users account for…<br />58% of the tweets<br />1.7% of...
Influencers Fan, Poke, Pic, Share…<br />0.7% of Facebook pages have…<br />More than 100k fans<br />8.7% of Facebook<br />U...
Influencers Hire and Network<br />0.8% LinkedIn members …<br />Visit each day<br />1% of LinkedIn members…<br />…are respo...
Influencers Generate Lots of Content<br />High authority bloggers post …<br />300x more frequently than low authority blog...
Influencers are Big Online<br />13.8% of online <br />population…<br />…create 80% of the online influence posts<br />6.2%...
Influence ≠ Followers<br />
Influence ≠ Popularity<br />
Influence is Interest Specific<br />
Influence Can’t Be Peddled<br />
Now we can provide the raw evidence<br />
Influencers Help Grow Stuff…<br />Brand Advocacy - as a marketer, Influencers are your “people market” multipliers<br />Br...
Influencers Help Change and Build Stuff…<br />Brand Content – as an agency or innovator, Influencers are potential creativ...
Should we care? <br />Why do we care?<br />
The marketing influence model is being turned upside down<br />
Influence is not Distributed Equally…<br />
Spreading messages effectively on the social web happens in two steps …<br />The <br />Crowd<br />The <br />Influencers<br />
You can’t chase everybody…<br />“The suggestion that a firm merely needs to participate in a conversation is a little naiv...
Why are they so damn valuable?<br />
E<br />C<br />S<br />R<br />Four sources of Influencer power<br />x<br />x<br />x<br />=<br />Reach<br />Exposure<br />Cre...
E<br />C<br />S<br />R<br />Reach – deep and wide circles of influence<br />x<br />x<br />x<br />=<br />Reach<br />Exposur...
 More colleagues and associates
 More affiliations to groups of interest
 More links to other influencers
More amplification channels of connection</li></li></ul><li>E<br />C<br />S<br />R<br />Exposure – more opportunity to fle...
 Exposed to more interests
Make sense of the world more easily
 More prolific content production
Receive and pass along more recommendations</li></li></ul><li>E<br />C<br />S<br />R<br />Credibility – they are perceived...
More authoritative
 Honest and care
 Relevant and Timely
Accreditized by trusted others</li></li></ul><li>E<br />C<br />S<br />R<br />Suasion – able to convince the others<br />x<...
 Likability
Reciprocation and involvement
Expressiveness/strong communication
 Confidence in messenger</li></li></ul><li>Who are they?<br />
The Influencers – <br />Word of Mouth Powerbrokers<br />
“The Message Creators” – 1.1% of the population<br />- Creators, The Vanguard, Prosumers, Innovators, Activists, Trailblaz...
“The Message Credibility” – 3.6% of population<br />- Gatekeepers, Databanks, Authorities, Filters, Gurus, Torture Testers...
Find Your Real Hardcore Fans<br />Invite them into The Front Row or On Stage<br />
Why We Word of Mouth? <br />36 Reasons<br />
The Short Version - The Three Basic Reasons Why Ideas Spread through Word of Mouth<br />“It’s Who THEY Are”<br />“It’s WHA...
THE BUILDING BLOCKS OF WORD OF MOUTH <br />– THE 36 REASONS WHY PEOPLE BUZZ -<br />The Brand/Product<br />The Experience<b...
The <br />Who<br />
# 1 – Passionate about The Topic<br /># 2 – Logo Lovers<br /># 2 – Logo Lovers<br />"Life is either a daring adventure or ...
# 2 – Logo Lovers<br />“D’OH! The Simpsons’ effect on TV is like the Beatle’s effect on music. We will buy them until they...
# 3 – Knowledge Seekers<br />“Just another day of blowing something up”<br />
# 4 – Social Brokers<br />“You wanna hug it out?”<br />
# 5 – Altruistic<br />“Move that bus!”<br />
# 6 – Involved / Committed<br />“We're not the only people on this island and we alllllll know it!"<br />
# 7 – Seeking Feedback<br />"What does that mean when the fitness instructors are ahead of the mayors?"<br />
# 8 – Ego Driven<br />“Show me someone without an ego, and I`ll show you a loser.You’re Fired.”<br />
# 9 – Reciprocity Dealers<br />“But we can only offer this level of programming with your help.”<br />
# 10 – Self – Expression<br />“SOME PEOPLE THINK BEAUTY IS SOMETHING YOU'RE BORN WITH......AND NOT SOMETHING YOU CAN CREAT...
The What<br />
# 11- Social Currency<br />“I thought it'd be great, you know? have some time alone with my thoughts... turns out, I don't...
# 12- Brand Experience(s)<br />“I think it’s really down to the wire, and we’re afraid we’re last.”<br />
# 13 – Fame<br />“I genuinely believe with all my heart that we have found (a worldwide star) with you.” <br />
# 14 – VIP Treatment / Customization<br />“Sophie gets what Sophie wants and Sophie is always right”<br />
# 15 – Scarcity<br />” Watch out—I’m coming to town and I can’t bring all my friends, so I’ve decided to look for a new BF...
# 16 – Influence<br />“You can only vote for him, you can't actually adopt him. Call now."<br />
# 17 – Intimacy<br />“Will you accept this rose?”<br />
# 18 – Visibility<br />“The top 10 CNN heroes -- remarkable everyday people changing the world -- were revealed by CNN's A...
# 19 – Tight Boundaries<br />“Yeah, I'm obnoxious, yeah, I cut people off, yeah, I'm rude. You know why? Because you're bu...
# 20 – Rallying Cause <br />“And remember you can make a difference…”<br />
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Social Media Masters : Buzz, Evangelism and Word of Mouth (Sean Moffitt)

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Word of Mouth Presentation as part of the Social Media Masters 2011 series ( www.socialmediaclub.org ) as presented by Sean Moffitt, President - Agent Wildfire and Author/Managing Director - Wikibrands ( www.wiki-brands.com )

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  • Social Media Masters : Buzz, Evangelism and Word of Mouth (Sean Moffitt)

    1. 1. Word of Mouth Marketing: <br />Creating Buzz and Engaging Influencers<br />September 2011Social Media Masters NYC<br />@wikibrands<br />Sean Moffitt @seanmoffitt<br />
    2. 2. Who is Sean Moffitt….<br />Just A Blonde Guy With a Cause<br />
    3. 3. Agent Wildfire – Canada’s Word of Mouth People<br />
    4. 4. We WoM with these Influencers…<br />
    5. 5. Wikibrands - 2011 Booklist <br />Business Book of the Year <br />Authored by <br />Sean Moffitt and Mike Dover<br />Published by McGraw-Hill Link<br />Twitter: @wikibrands<br />Facebook group: Wikibrands<br />Now also a Business Consultancy<br />
    6. 6. A Premium Brand is Now a Mark of Participation<br />Wikibrands - There’s a new currency on how to build business…<br />“Something you Want”<br />1950<br />“Something you Trust”<br />1910<br />“Something you Buy”<br />1850<br />“Something you <br />Participate In”<br />2011<br />“Something you Prefer”<br />1980<br />“Something you Love”<br />2000<br />
    7. 7. Forget Marketing’s 4Ps…<br />the Wikibrand 13Es<br />Mission<br />Drivers<br />Would you recommend my brand to a friend or colleague?<br />Well would you?<br />Advanced<br />Drivers<br />Effiliation<br />Experience<br />Premium<br />Drivers<br />Equity<br />Ennovative<br />Entimate<br />Entertainment<br />Basic <br />Drivers<br />Education<br />Entegrity<br />Exposed<br />Exchange<br />Esthetics<br />Company-driven<br />User-driven<br />
    8. 8. Web WoM is credible, shareable, action-driving and consideration-driving<br />Word of Mouth<br />Social Media <br />Social Business<br />
    9. 9. “Word of mouth is social media’s daddy, social business is its granddaddy.”<br />Word of Mouth<br />Social Media <br />Social Business<br />
    10. 10. Technology and tools are less than 20% of the deal<br />“The diffusion of innovation is based more on sociology and psychology than on technology.”<br />Everett Rogers, 1962- The Diffusion of Innovations<br />
    11. 11. Discovering The Ten Continents of the Wikibrand World<br /><ul><li> Word of mouth
    12. 12. Grassroots marketing
    13. 13. Social influence
    14. 14. Customer participation
    15. 15. Digital engagement
    16. 16. Online community
    17. 17. Connected media
    18. 18. Member collaboration
    19. 19. Awesome customer experience
    20. 20. Distributed Content</li></ul>Equals<br />success in business<br />
    21. 21. The 4 Laws of the Social ‘Net<br />Customer<br />-Driven<br />Socialness<br />Authenticity<br />Awesomeness<br />
    22. 22. The 1st Law of the Social Net #1 - Awesomeness<br />There is only one thing in the world worse than being talked about, and that is not being talked about.<br />Oscar Wilde, The Picture of Dorian Grey<br />
    23. 23. September WoM in New York<br />
    24. 24. September WoM in New York<br />
    25. 25. Who were #1, #2 and #3 people to fly across the Atlantic?<br />
    26. 26. The Law of Awesomeness Online<br />Only 0.9% of Facebook Users have…<br />More than 500 friends<br />Only 1.5% of Tweet conversations…<br />Are three levels<br /> (replies) deep<br />
    27. 27. In a Wikibrand World- Act different, be different, think different<br />Top 8 Differentiation Drivers<br /> Unique<br /> Dynamic<br /> Different<br /> Distinctive<br /> Innovative<br /> Visionary<br /> Daring<br /> Progressive<br />Source: Y&R Brand Asset valuator<br />
    28. 28. The 2nd Law of the Social Net #2 - Socialness<br />19<br />19<br />
    29. 29. Six Core Human Instincts on Why We Talk<br /><ul><li>To Survive
    30. 30. To Connect
    31. 31. To Make Sense of the World
    32. 32. To Reduce Risk & Uncertainty
    33. 33. To Benefit Economically
    34. 34. To Relieve Tension</li></li></ul><li>– Online Community Motivation – <br />Why Do People Join?<br />#1 - Social Connection<br />#2 - Shared Community Values/Culture<br />#3 - Expression/Creativity/Venting<br />#4 - Establishing influence with key decision makers<br />#5 - Access to Special Information/Advice<br />#6 - Appealing to Hobbies/Interests<br />#7 - Making a difference/to matter/support a cause<br />Source: Agent Wildfire 2011 Community Management Survey<br />
    35. 35. Me in 2011<br />Me in 1992<br />150<br />3500<br />X 12<br />X 170<br />150<br />X 12<br />2000<br />8000<br />X 500<br />X 170<br />5000<br />4000<br />X 170<br />X 190<br /> 800<br />X 40<br />1800<br />People<br />Strength<br />5.4 Million<br />People<br />Strength<br />
    36. 36. The 3rd Law of the Social Net #3 - Authenticity <br />
    37. 37. You don’t “Do, Kill, Buy, Trade in Social”, YOU LIVE IT<br />
    38. 38. A Culture Change is Required<br />MASS <br />MARKETING<br />DIRECT <br />MARKETING<br />SOCIAL INFLUENCE MARKETING<br />
    39. 39. Top Reasons – Why Now Social Media?<br />#1 The Need for Authenticity and Transparency -42%<br />#2 The rise of social networks - 38%<br />#3 Increasing role of wireless/mobile - 35%<br />#4 Customers/people waning attention spans - 25%<br />#5 Media fragmentation - 22%<br />#6 Change in mass marketing effectiveness - 20%<br />Agent Wildfire -The Buzz Report, April 2010<br />
    40. 40. The 4th Law of The Social ‘Net <br />– Customer-Driven<br />
    41. 41. Customer Experience Reigns<br />- Who Knows Better Than Your Customer -<br />Executives who believe the Customer Experience is the new battleground <br />- 95%<br />Executives who believe they are delivering a positive customer experience - 80%<br />Customers who agree - 8%<br />
    42. 42. The Modern Customer’s Key Needs<br />- Engage Me, Excite Me, Make it Easy or Pay the Price -<br />
    43. 43. Great Brands Are Like Great Sports Teams…<br />
    44. 44. The best brands treat customers like valued fans<br />Scout/<br />Mystery<br />Shopper<br />Thinktank/<br />Sounding<br />Board<br />Turning Users, Customers and<br />Consumers <br />User<br />Customer<br />Consumer<br />Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters <br />Collaborator/Producer<br />Community<br />Member/<br />VIP Insider<br />Brand Fan<br />Evangelist/<br />Ambassador/<br />Advocate<br />Seeded<br />Adopter/<br />Beta Tester<br />Into True Fans, Community Members, Advocates, Ambassadors <br />and Evangelists<br />AdvisoryCouncil/<br />Cause<br />Torchbearer<br />
    45. 45. Customers Fan Brands All the Time…<br /><ul><li> 85% of people want companies engaging with their customers in social media</li></ul>- Twitterers are three times more likely to embrace brands than average population<br />
    46. 46. Where to Start with WOM?<br />
    47. 47. Elwood:Er.. what kind of music do you usually have here?<br />Claire: Oh, we got both kinds. We got Country, and Western.<br />
    48. 48. WOM Comes in a Few Flavours…<br /><ul><li>Ambassador programs
    49. 49. Community
    50. 50. Buzz – offline</li></ul>- Viral - online<br /><ul><li>Recommend- ations (direct)
    51. 51. Badging (indirect)
    52. 52. Pass along Referrals (direct)</li></ul>- Social Influence (indirect)<br />Source- Intersection Consulting<br />
    53. 53. What are the biggest elements to WoM?<br />Tools used /platforms built?<br />Customer Experience?<br />Audience who participates?<br />Incentives for referral?<br />Great Product/Brand?<br />Conversation Worthy Idea/Concept?<br />Culture/employees of a company?<br />Strong process?<br />Creative/design used?<br />Method of interaction?<br />
    54. 54. Top 10 Ranked WoM Elements<br />Great ideas that spread are rare and valuable<br />#1 Conversation Worthy Idea/Concept*<br />#2 Great Product/Brand<br />#3 Customer Experience provided<br />#4 The Audience who participates*<br />#5 Culture/employees of a company<br />#6 Method in which it interacts with its audience<br />#7 Incentives for referral<br />#8 Strong process<br />#9 Creative/design used<br />#10 Tools used /platforms built*<br />
    55. 55. W<br /> F<br />I<br />I<br />L<br />R<br />D<br />E<br />Processes and Tools<br />Agent Wildfire – an 8-step process<br />WOM<br />OVERVIEW:<br />WILDFIRE<br />Fan the Flames<br />Rebroadcast content, expand <br />referral, share testimonials<br />What the Big Idea?<br />Buzzworthy, Spreadable, <br />Repeatable, Visual, Online/Offline<br />Incubate the Conversation<br />Ongoing dialogue, moderation, <br />content and incentives<br />Influencer Recruitment<br />Find, connect and invite the connected, savvy opinion leaders<br />Research and Insight<br />Feedback, analysis, <br />adjustment and action<br />Lay the Foundation<br />Develop the platform, <br />forum and tentacles for content and activity<br />Expansion<br />Fuel larger geography, portfolio, <br />activity, features and/or scope<br />Deliver an Experience<br />Online, cause-related, event, <br />incentive or VIP experience<br />
    56. 56. Some of these people are not like the others….The Influencer Matters<br />
    57. 57. 1690 – John Locke<br />"We are like chameleons, we take our hue and the color of our moral character, from those who are around us.”<br />
    58. 58. 1844 – Ralph Waldo Emerson<br />"Who shall set a limit to the influence of a human being?"<br />"The best efforts of a fine person is felt after we have left their presence.”<br />
    59. 59. 1991 – Geoffrey Moore<br />“This consumer is part of the herd. They're word-of-mouth creatures<br />... They're asking their friends and colleagues, 'Are you using that camera yet? Me, neither.' <br />But if they ask around and people say, 'Yeah, I use it all the time,' then they'll rethink and try it out.”<br />
    60. 60. 2002 – Malcolm Gladwell<br />The Law of The Few: <br />“The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.” <br />Malcolm Gladwell, The Tipping Point<br /> <br />
    61. 61. 2008 – Seth Godin<br />“The new opportunity is that it's easier than ever to find, organize, and lead a tribe. <br />The Web has enabled an explosion of all kinds of tribes -- and <br />…created shortage of people to lead them. This is the growth industry of our time.”<br />
    62. 62. The open web has not reduced, but instead, exposed the importance of influencers….<br />
    63. 63. Influencers Answer Questions<br />0.7% of Wikipedia<br />users edit…<br />50% of the articles<br />1.7% of Wikipedia<br />users author…<br />70% of the articles<br />
    64. 64. Influencers Stay on Top of What’s Current<br />2.2% of Twitter<br />users account for…<br />58% of the tweets<br />1.7% of Twitter<br />users have …<br />More than 1,000 followers<br />
    65. 65. Influencers Fan, Poke, Pic, Share…<br />0.7% of Facebook pages have…<br />More than 100k fans<br />8.7% of Facebook<br />Users …<br />Update their status daily<br />
    66. 66. Influencers Hire and Network<br />0.8% LinkedIn members …<br />Visit each day<br />1% of LinkedIn members…<br />…are responsible for 34% of the site’s traffic<br />
    67. 67. Influencers Generate Lots of Content<br />High authority bloggers post …<br />300x more frequently than low authority bloggers <br />Only 9% of top blogs…<br />Get over 10,000 visitors per month<br />
    68. 68. Influencers are Big Online<br />13.8% of online <br />population…<br />…create 80% of the online influence posts<br />6.2% of online population… <br />…create 80% of the online influence impressions<br />
    69. 69.
    70. 70. Influence ≠ Followers<br />
    71. 71. Influence ≠ Popularity<br />
    72. 72. Influence is Interest Specific<br />
    73. 73. Influence Can’t Be Peddled<br />
    74. 74. Now we can provide the raw evidence<br />
    75. 75.
    76. 76. Influencers Help Grow Stuff…<br />Brand Advocacy - as a marketer, Influencers are your “people market” multipliers<br />Brand Buzz- as a media person, Influencers are a grassroots complement and amplifier <br />Brand Perception – as a PR person, Influencers are game-changing allies <br /> <br />
    77. 77. Influencers Help Change and Build Stuff…<br />Brand Content – as an agency or innovator, Influencers are potential creative partners and crowdsourced sources of solutions and ideas<br />Brand Insight - as a researcher or innovator, Influencers are a savvy alchemy of outsider wisdom and feedback<br />Brand Support- as an organization, committed Influencersare extraordinarily effective and valuable brand ambassadors and customer service agents<br /> <br />
    78. 78. Should we care? <br />Why do we care?<br />
    79. 79. The marketing influence model is being turned upside down<br />
    80. 80. Influence is not Distributed Equally…<br />
    81. 81. Spreading messages effectively on the social web happens in two steps …<br />The <br />Crowd<br />The <br />Influencers<br />
    82. 82. You can’t chase everybody…<br />“The suggestion that a firm merely needs to participate in a conversation is a little naive. <br />Microsoft was mentioned 2.5 million times in the blogosphere the previous year, and we have eighty-nine thousand employees. <br />How can you realistically be expected to operationalize a response to all of them?”<br />
    83. 83. Why are they so damn valuable?<br />
    84. 84. E<br />C<br />S<br />R<br />Four sources of Influencer power<br />x<br />x<br />x<br />=<br />Reach<br />Exposure<br />Credibility<br />Suasion<br />
    85. 85. E<br />C<br />S<br />R<br />Reach – deep and wide circles of influence<br />x<br />x<br />x<br />=<br />Reach<br />Exposure<br />Credibility<br />Suasion<br /><ul><li> More intimate/close friends
    86. 86. More colleagues and associates
    87. 87. More affiliations to groups of interest
    88. 88. More links to other influencers
    89. 89. More amplification channels of connection</li></li></ul><li>E<br />C<br />S<br />R<br />Exposure – more opportunity to flex influence<br />x<br />x<br />x<br />=<br />Reach<br />Exposure<br />Credibility<br />Suasion<br /><ul><li> Adopt earlier/pay more attention to trends
    90. 90. Exposed to more interests
    91. 91. Make sense of the world more easily
    92. 92. More prolific content production
    93. 93. Receive and pass along more recommendations</li></li></ul><li>E<br />C<br />S<br />R<br />Credibility – they are perceived to be…<br />x<br />x<br />x<br />=<br />Reach<br />Exposure<br />Credibility<br />Suasion<br /><ul><li> Better informed
    94. 94. More authoritative
    95. 95. Honest and care
    96. 96. Relevant and Timely
    97. 97. Accreditized by trusted others</li></li></ul><li>E<br />C<br />S<br />R<br />Suasion – able to convince the others<br />x<br />x<br />x<br />=<br />Reach<br />Exposure<br />Credibility<br />Suasion<br /><ul><li> Passion and commitment to subject/brand/topic
    98. 98. Likability
    99. 99. Reciprocation and involvement
    100. 100. Expressiveness/strong communication
    101. 101. Confidence in messenger</li></li></ul><li>Who are they?<br />
    102. 102. The Influencers – <br />Word of Mouth Powerbrokers<br />
    103. 103. “The Message Creators” – 1.1% of the population<br />- Creators, The Vanguard, Prosumers, Innovators, Activists, Trailblazers, The Edge, Mavericks<br />“The Message Radar” – 0.7% of the population<br />- Conversations Starters, Alphas, Coolhunters, In-the-know, Early Adopters, Style hounds, Culture savvy,<br />“The Message Sellers” – 1.9% of the population<br /><ul><li>Evangelists, Salespeople, Persuaders, Change agents, Rainmakers, Proselytizers, Bellwethers, The Momentum</li></ul> <br />
    104. 104. “The Message Credibility” – 3.6% of population<br />- Gatekeepers, Databanks, Authorities, Filters, Gurus, Torture Testers, Filters<br /> <br />“The Message Magnets” 0.8% of the population<br />- Endorsers, Mega Hubs, High Priests, Fame Magnets, A-Listers<br />“The Message Spreaders” - 1.8% of population<br />- Organizers, Sneezers, Bees, Social Glue, Converters, Chatterers, Promiscuous, Connectors <br />
    105. 105.
    106. 106. Find Your Real Hardcore Fans<br />Invite them into The Front Row or On Stage<br />
    107. 107. Why We Word of Mouth? <br />36 Reasons<br />
    108. 108. The Short Version - The Three Basic Reasons Why Ideas Spread through Word of Mouth<br />“It’s Who THEY Are”<br />“It’s WHAT You Do”<br />“It’s Who YOU Are”<br />10 Audience Attributes<br />15 Buzz Firestarters<br />11 Inescapable Traits<br />
    109. 109. THE BUILDING BLOCKS OF WORD OF MOUTH <br />– THE 36 REASONS WHY PEOPLE BUZZ -<br />The Brand/Product<br />The Experience<br />The Person<br />Intrinsic-ally Motivated<br />Passionate About the Topic<br />Rallying Cry<br />Authentic<br />Altruistic<br />Intimacy<br />Likable<br />Influence<br />Involved/<br />Committed<br />Brand Experience<br />Trustworthy<br />Logo Lovers<br />Tight Boundaries<br />Extrinsic-ally<br />Motivated<br />Ritualistic<br />Social Currency<br />Edgy<br />Social Brokers<br />Network Effects<br />Innovative<br />Feedback Seekers<br />The Best At What You Do<br />Memes<br />Self-Expressives<br />Easy to Talk About<br />Visibility<br />Remarkable/<br />Outrageous<br />Ego-Driven<br />Scarcity<br />Explicitly<br />Motivated<br />Fame<br />Expertise<br />Knowledge Seekers<br />Sensory<br />Bite-Sized Participation<br />ReciprocityDealers<br />Liberating/<br />Problem Solving<br />VIP treatment/<br />Customization<br />Rewards<br />$$<br />
    110. 110. The <br />Who<br />
    111. 111. # 1 – Passionate about The Topic<br /># 2 – Logo Lovers<br /># 2 – Logo Lovers<br />"Life is either a daring adventure or nothing. – p.s. just survived an intentional parachute failure at 10,000ft”<br />
    112. 112. # 2 – Logo Lovers<br />“D’OH! The Simpsons’ effect on TV is like the Beatle’s effect on music. We will buy them until they have nothing left to do.”<br />
    113. 113. # 3 – Knowledge Seekers<br />“Just another day of blowing something up”<br />
    114. 114. # 4 – Social Brokers<br />“You wanna hug it out?”<br />
    115. 115. # 5 – Altruistic<br />“Move that bus!”<br />
    116. 116. # 6 – Involved / Committed<br />“We're not the only people on this island and we alllllll know it!"<br />
    117. 117. # 7 – Seeking Feedback<br />"What does that mean when the fitness instructors are ahead of the mayors?"<br />
    118. 118. # 8 – Ego Driven<br />“Show me someone without an ego, and I`ll show you a loser.You’re Fired.”<br />
    119. 119. # 9 – Reciprocity Dealers<br />“But we can only offer this level of programming with your help.”<br />
    120. 120. # 10 – Self – Expression<br />“SOME PEOPLE THINK BEAUTY IS SOMETHING YOU'RE BORN WITH......AND NOT SOMETHING YOU CAN CREATE......HOW NAIVE!!!!”<br />
    121. 121. The What<br />
    122. 122. # 11- Social Currency<br />“I thought it'd be great, you know? have some time alone with my thoughts... turns out, I don't have as many thoughts as you'd think."<br />
    123. 123. # 12- Brand Experience(s)<br />“I think it’s really down to the wire, and we’re afraid we’re last.”<br />
    124. 124. # 13 – Fame<br />“I genuinely believe with all my heart that we have found (a worldwide star) with you.” <br />
    125. 125. # 14 – VIP Treatment / Customization<br />“Sophie gets what Sophie wants and Sophie is always right”<br />
    126. 126. # 15 – Scarcity<br />” Watch out—I’m coming to town and I can’t bring all my friends, so I’ve decided to look for a new BFF. I need a best friend who is hot, who can keep up with me, and most of all, who is real and won’t be a backstabber.”<br />
    127. 127. # 16 – Influence<br />“You can only vote for him, you can't actually adopt him. Call now."<br />
    128. 128. # 17 – Intimacy<br />“Will you accept this rose?”<br />
    129. 129. # 18 – Visibility<br />“The top 10 CNN heroes -- remarkable everyday people changing the world -- were revealed by CNN's Anderson Cooper. All were nominated by CNN viewers inspired by their hard work and commitment.”<br />
    130. 130. # 19 – Tight Boundaries<br />“Yeah, I'm obnoxious, yeah, I cut people off, yeah, I'm rude. You know why? Because you're busy. “<br />
    131. 131. # 20 – Rallying Cause <br />“And remember you can make a difference…”<br />
    132. 132. # 21- Rewards <br />“DEAL OR NO DEAL”<br />
    133. 133. # 22 – Expertise<br />“So now America, with an open heart and an empty stomach, I say unto you in the words of my uncle: Allez cuisine!”<br />
    134. 134. # 23 – Bite-Sized Participation<br />“There’s no such thing as 110%. It stops at 100.”<br />
    135. 135. # 24 – Network Effects <br />“Books were my pass to personal freedom. I learned to read at age three, and soon discovered there was a whole world to conquer that went beyond our farm in Mississippi.”<br />
    136. 136. # 25 – Memes<br />Man hands<br />“No soup for you!<br />There was shrinkage!<br />Vanderlet Industries!<br />The bro and manziere. Happy Festivus. Yada, yada, yada.”<br />
    137. 137.
    138. 138. # 26 – Innovative <br />"The following takes place between ??:?? and ??:?? pm"<br />
    139. 139. # 27 – Remarkable/Outrageous<br />“What's the quickest you've ever knocked anyone out? <br />18 seconds including the ten-count. I think you're gonna break that today. “<br />
    140. 140. # 28 – The Best At What You Do <br />“That was unbelievable.” <br />
    141. 141. # 29 – Authentic<br />“This is NOT fashion camp!”<br />
    142. 142. # 30 – Liberating / Problem Solving <br />“Dead body, Bonus!”<br />
    143. 143. # 31 – Edgy<br />“Move forward. This never happened. It will shock you how much it never happened”<br />
    144. 144. # 32 – Trustworthy<br />“I understand that you want to make finance entertaining, but it's not a f***king game”<br />
    145. 145. # 33 – Likeable<br />“Just go up to somebody on the street and say "You're it!" and then run away.”<br />
    146. 146. # 34 – Easy To Talk About <br />“You’re engaged ?”<br />
    147. 147. # 35 – Ritualistic<br />“The belief in a supernatural source of evil is not necessary. Men alone are quite capable of every wickedness.” <br />
    148. 148. # 36 – Sensory<br />“Who will speak for Planet Earth?” <br />
    149. 149. Summary - The 36 Reasons Why People Word of Mouth<br />
    150. 150. 30 Hard-Won Tips to WoM<br />The best preparation? The top ideas? <br />The right squad? The golden touch? <br />Avoiding the potholes? Building relationships?<br />
    151. 151. #1-5 Live in the tribe ….<br />- Find your lifestyle target, read their content, listen to their exchanges<br />- Make a scouting report about their likes, dislikes and interest<br />- Know who they hang with<br />- Link to their content, credit their work<br />- Go easy - Make a friendly first connection<br />
    152. 152. #6- Understand desired level and degree of engagement that they want and you can support<br /><ul><li>Face to face
    153. 153. Video chat
    154. 154. Phone call
    155. 155. Chat service (AIM, Skype)
    156. 156. E-mail
    157. 157. Facebook message
    158. 158. Facebook wall post
    159. 159. Tweet</li></ul>Are you listening to me?<br />Highest engagement<br />Lowest reach<br />Lowest engagement<br />Greatest reach<br />
    160. 160.
    161. 161. #7-11 Get a BuzzworthyWoM-able Idea<br /><ul><li> Is your idea in the top 1% of awesome, socialable, authentic and customer-driven concepts you’ve ever seen?
    162. 162. Does it combine your brand traits, with motivating activities and a primed audience?
    163. 163. Does it max out on one of the 36 reasons why people word of mouth (and three of them on a secondary basis)
    164. 164. Does the experience and follow up match the promise that’s been set up? Does your buzz have longevity?
    165. 165. Does it live offline and online?</li></li></ul><li>#12-15 Do You Have The Right Team….<br /><ul><li> Do they have adequate levels of reach, exposure, credibility and suasion?
    166. 166. Are you grabbing the right type and combination of influencer (tastemaker, trendspotter, opinion leader, expert, social ringleader, celebrity) at the right time and motivation?
    167. 167. Do they feel connected to your brand or mission for reasons beyond the freebie – social connection, shared values, ability to express?
    168. 168. Do you truly know who the top 100 (small business), 1000 (mid-sized) or 10,000 (big) of them are for your business?</li></li></ul><li>#16-20 Treat Influencers like VIPs….<br /><ul><li> Tell them stuff the general public doesn’t know yet/give them experiences that aren’t publicly accessible
    169. 169. Celebrate their talents and the new tribe they’re in
    170. 170. Let them know “why” they’ve been chosen
    171. 171. Involve them in what you’re doing, before you do it
    172. 172. Make them look good to others</li></li></ul><li>#21-25 Don’t be a burden…flirt before you go steady<br /><ul><li> Be clear about what’s involved – no strings attached
    173. 173. Give them tools and forums to make their participation easy
    174. 174. Set up content so that is easily shareable and customizable
    175. 175. Thank them, regardless of outcome
    176. 176. Get the most passionate, progressively more involved</li></li></ul><li>#26-30 Invest in Success – A Commitment not a Campaign<br /><ul><li> Keep effort fresh along the way – new stuff min. every 4 weeks
    177. 177. Provide unexpected surprises along the way
    178. 178. Create milestones, celebrate upon achievement
    179. 179. Expand/tier/refresh circle of influencers over time
    180. 180. Offer opportunities to certify and officialize their link to the brand</li></li></ul><li>Never Forget – Humans are Hard Wired Social and Influential Animals<br />They crave things that are awesome, social, authentic and customer-driven to talk about…<br />Some among us will talk a lot more than others…<br />130<br />
    181. 181. Let’s Start The Conversation…<br />Inquire: sean@wiki-brands.com<br />smoffitt(at) agentwildfire.com<br />Phone: 416-255-4500 x226<br />URL: www.wiki-brands.com<br />Blogs: http://BuzzCanuck.typepad.com/<br />Explore: The Buzz Report (e-newsletter)<br /> Signup at www.AgentWildfire.com <br />Learn: Executive Seminars<br />

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