The 36 Reasons Why People Word of Mouth © Agent Wildfire Inc. - 2007

Word of Mouth - A Higher Form of Marketing Value

Setting WOM Wildfires - A Distinct Marketing Approach Different Brand Stories Different Approach To Market Different Audience Different Tactics Different Commun- -ication Different Outputs/ Measures

Six Core Human Instincts on Why We Talk To Survive To Connect To Make Sense of the World To Reduce Risk & Uncertainty To Benefit Economically To Relieve Tension

To Survive

To Connect

To Make Sense of the World

To Reduce Risk & Uncertainty

To Benefit Economically

To Relieve Tension

Still Need Convincing? Word of mouth is the most persuasive influence on sales Word of mouth is the fastest growing marketing vehicle Word of mouth is the most trusted of 15 influences One influencer has 182 word of mouth conversations weekly

Word of mouth is the most persuasive influence on sales

Word of mouth is the fastest growing marketing vehicle

Word of mouth is the most trusted of 15 influences

One influencer has 182 word of mouth conversations weekly

Agent Wildfire - Tapping The Customer’s Three Roles The Need to Engage/Affiliate The Need to Create The Need to Share

Agent Wildfire’s Word of Mouth Success Formula W ord O f M outh C ategory & B rand Attributes WOM S tory & I dea WOM E xperience & E ngage-ment WOM T ools To Spread I nfluential Audience = X X X X CB SI EE T I CII

Category and Brand Situational Sweetspots  New Stuff - Brands/Products/Initiatives/Services - Audiences/Unmet Needs/Benefits  Interesting Stuff - Compelling Org./Brand/Product Story - Edgy, Intimate, Authentic, Remarkable  Complex/Expensive Stuff - Benefit(s) Requiring Credibility - Benefit Needs Experience/ Explanation  Everyday Stuff - Things We Frequently Buy/Use/Consume - Simple Pleasures/Problem Solvers  Passion-Based or Connoisseur Stuff - A Natural Influencer Audience - Hobby/Leisure/Taste-Driven Pursuit

 New Stuff

- Brands/Products/Initiatives/Services

- Audiences/Unmet Needs/Benefits

 Interesting Stuff

- Compelling Org./Brand/Product Story

- Edgy, Intimate, Authentic, Remarkable

 Complex/Expensive Stuff

- Benefit(s) Requiring Credibility

- Benefit Needs Experience/ Explanation

 Everyday Stuff

- Things We Frequently Buy/Use/Consume

- Simple Pleasures/Problem Solvers

 Passion-Based or Connoisseur Stuff

- A Natural Influencer Audience

- Hobby/Leisure/Taste-Driven Pursuit

Online - Passalong Effects Frequency: 89% share content via email 65% weekly 25% daily                 Scope: 75% more than 6 people at a time Influencers – 13 people at a time Source: Sharpe Partners/Burston Martsteller *Reminder: more than 80% of word of mouth is in person

Frequency:

89% share content via email

65% weekly

25% daily

Scope:

75% more than 6 people at a time

Influencers – 13 people at a time

*Reminder:

more than 80% of word of mouth is in person

What We Buzz About Reasons to Forward an Email: Humour: 78% A Recommendation 50% Involve in a Competition 49% Earn yourself Benefits 15% Raise money for a charity 15% Sex 11% Make you feel appreciated 10% Join a Petition 10% Embarrass them 10% Source: Sharpe Partners/Burston Martsteller

Which Flavour of Word of Mouth Would You Choose?…

Word of Mouth Flavours Product seeding/intervention Influencer/ambassador programs User generated content/media Viral Advertising/Marketing Advergaming/virtual worlds Experiential marketing Buzz/guerrilla marketing Grassroots/Cause marketing Social media (blogs, podcasts) Social Networks Brand Communities

Product seeding/intervention

Influencer/ambassador programs

User generated content/media

Viral Advertising/Marketing

Advergaming/virtual worlds

Experiential marketing

Buzz/guerrilla marketing

Grassroots/Cause marketing

Social media (blogs, podcasts)

Social Networks

Brand Communities

Wiki Brands – Palette Of Tactics TRADITIONAL BRANDING TACTICS WIKI BRANDING TACTICS Openness Dialogue Authenticity Discussion Boards TV Ads Corporate Blog Broadcast Web Site Radio Ads Brand Community Experiential Marketing Sponsorship Podcasts Viral Advertising Wikis Consumer Generated Content Crowd Sourcing Innovation Co-Creation/ User Collaboration Search Engine Marketing Advergaming Customer Advisory Panels Blogger Outreach Virtual Communities Word of Mouth Marketing Influencer/VIP Insider Clubs Press Release Cause Marketing Non-Traditional Advertising Contextual Advertising Email Marketing Private Social Networks Fan Clubs Company Rating Sites Lifestyle Product Placement In-Store Display/POS Advocacy- Driven Vlogs Affiliate Programs Fan Sites Print Ads Viral Marketing Direct Mail Product Seeding Employee Advocacy Programs Mobile Marketing Stunts/ Publicity Beta Testers

Why We Word of Mouth?

Three Basic Reasons Why Ideas Spread “ It’s Who They Are” “ It’s What You Do” “ It’s Who You Are” 10 Audience Attributes 15 Buzz Firestarters 11 Inescapable Traits

The 36 Reasons Why People Word of Mouth #26 - Innovative #27 –Remarkable/ Outrageous #28 – The Best at What You Do #29 – Authentic #30 – Liberating/ Problem Solving #31 - Edgy #32 – Trustworthy #33 – Likable #34 – Easy to Talk About #35 – Ritualistic #36 - Sensory #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/Customization #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cause #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes #1 - Passionate about the topic #2 - Logo Lovers #3 – Knowledge Seekers #4 - Social Brokers #5 – Altruism #6 – Involved/Committed #7 – Feedback Seekers #8 – Ego-driven #9 – Reciprocity Dealers #10 – Self-Expression It’s because of who you are It’s because of what you provide It’s because of them

I. It’s Who They Are – The 20-10-1 Rule                   “ A small percentage of your audience is responsible for a majority of your word of mouth” The 20-10-1 Influencer Rule In most markets, your audience comprises of: 20% - Referrers, 10% - Advocates, 1% - Zealots

The Law of The Few: “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.” Malcolm Gladwell, the Tipping Point The Influencers – Word of Mouth Powerbrokers

The Influencers – 6 Archetypes 16% of Influencers “ Message Starters” 6% of Influencers “ Message Radar” 16% of Influencers “ Message Sellers” 36% of Influencers “ Message Credibility” 6% of Influencers “ Message Magnets” 19% of Influencers “ Message Spreaders”

The Who #1 - Passionate about the topic #2 - Logo Lovers #3 – Knowledge Seekers #4 - Social Brokers #5 – Altruistic #6 – Involved/Committed #7 – Feedback Seekers #8 – Ego-driven #9 – Reciprocity Dealers #10 – Self-Expressives It’s because of them

#1 - Passionate About The Topic Insider’s Guide to Style -daily email service providing the scoop to what's hot, new, and undiscovered Trend-savvy Audience Spread - started from 700 initial members, now counts 1.2 million subscribers across 12 major cities Takeaway – “ Know Thyself & Find Your Clique” distinctive voice same friendly character focus on the reader experience consistent flow of content

Insider’s Guide to Style -daily email service providing the scoop to what's hot, new, and undiscovered

Trend-savvy Audience

Spread - started from 700 initial members, now counts 1.2 million subscribers across 12 major cities

Takeaway –

“ Know Thyself & Find Your Clique”

distinctive voice

same friendly character

focus on the reader experience

consistent flow of content

#2 - Logo Lovers Tattoo-worthy David vs. Goliath Pop Culture Participant Grassroots Philosophy & Practice - “Put yourself in the mind set of the person on the street and what's important to them." Provide variety Find out what their customers think about proposed new products Involve their customers with social causes. Takeaway – “Embrace your customers – make your brand a lifestyle statement”

Tattoo-worthy

David vs. Goliath

Pop Culture Participant

Grassroots Philosophy & Practice - “Put yourself in the mind set of the person on the street and what's important to them."

Provide variety

Find out what their customers think about proposed new products

Involve their customers with social causes.

Takeaway – “Embrace your customers – make your brand a lifestyle statement”

#3 – Knowledge Seekers The Marketplace Authority - expert, independent non-profit with the mission to work for a fair, just, and safe marketplace “ Test, Inform, Protect” Mission - to empower all consumers to protect themselves, influencing millions of experts and purchases Valuable Information – 4 million members and the largest website with paying subscribers in the U.S. (+1 million) Takeaway – “Be the Authority” - maintained lofty and strict standards

The Marketplace Authority - expert, independent non-profit with the mission to work for a fair, just, and safe marketplace

“ Test, Inform, Protect” Mission - to empower all consumers to protect themselves, influencing millions of experts and purchases

Valuable Information – 4 million members and the largest website with paying subscribers in the U.S. (+1 million)

Takeaway – “Be the Authority” - maintained lofty and strict standards

#4 - Social Brokers Like Attracts Like - a private community where you grow a network of mutual friends, show off your personality and popularity Social Media Juggernaut - now has 100+ million users Be in My Black Book – started with well-connected Hollywood types 4 years ago to become the 2nd most trafficked website and the place to Takeaway – “Wire Up for Sharability” make it easy for others to join and catch up

Like Attracts Like - a private community where you grow a network of mutual friends, show off your personality and popularity

Social Media Juggernaut - now has 100+ million users

Be in My Black Book – started with well-connected Hollywood types 4 years ago to become the 2nd most trafficked website and the place to

Takeaway – “Wire Up for Sharability” make it easy for others to join and catch up

#5 - Altruism – Helping/Educating Peers Altruistic Philosophy - the free encyclopedia that anyone can edit The Powerful Few - Started in 2001, now has over 1,300,000 articles, a majority of the articles developed by less than 1% of its readers Community Camaraderie – “We've got to respect each other, because we are each other's editors” Takeaway - “Establish a Shared Goal” - to create a huge, high-quality free encyclopedia

Altruistic Philosophy - the free encyclopedia that anyone can edit

The Powerful Few - Started in 2001, now has over 1,300,000 articles, a majority of the articles developed by less than 1% of its readers

Community Camaraderie – “We've got to respect each other, because we are each other's editors”

Takeaway - “Establish a Shared Goal” - to create a huge, high-quality free encyclopedia

#6 - Involved & Committed Politically Concerned Audience - makes it possible for people to fight against the infuriating things that they see either destroying or about to destroy their country Internet Efficiency + Face to Face Volunteerism The Opinion Leading 1% of the Population - counts 3.3 million U.S. citizens as members, 69% of members are considered Influentials Takeaway – “Become a Two Way Media/Get Commitment Upfront” – amplify involvement by using a “Strong Vision/Big Ears” approach

Politically Concerned Audience - makes it possible for people to fight against the infuriating things that they see either destroying or about to destroy their country

Internet Efficiency + Face to Face Volunteerism

The Opinion Leading 1% of the Population - counts 3.3 million U.S. citizens as members, 69% of members are considered Influentials

Takeaway – “Become a Two Way Media/Get Commitment Upfront” – amplify involvement by using a “Strong Vision/Big Ears” approach

#7 - Feedback Seekers Self-discovery and social network - tapping scientific research into many areas of human behavior –career, relationships, intelligence, finances, sexuality, health Expert Validation - provide access to insights hidden within academic institutions to the average person. My Heritage – family network promoting through visual recognition celeb. look alike tool Takeaway: “ Provide expert or fun validation of opinions”

Self-discovery and social network - tapping scientific research into many areas of human behavior –career, relationships, intelligence, finances, sexuality, health

Expert Validation - provide access to insights hidden within academic institutions to the average person.

My Heritage – family network promoting through visual recognition celeb. look alike tool

Takeaway:

“ Provide expert or fun validation of opinions”

#8 - Ego Driven Community-Driven - digg is a user-driven social content website, everything on digg is submitted by the digg user community Peer Voted Fame - other digg users read your submission and digg what they like best. If your story rocks and receives enough diggs, it is promoted to the front page for the millions of digg visitors to see Star Power - the top 100 Digg users control 56% of Digg's frontpage content Rising Social Media Star - launched in late 2004, now has 400,000 registered Digg users Takeaway - “Feed and Profile Your Front Row”

Community-Driven - digg is a user-driven social content website, everything on digg is submitted by the digg user community

Peer Voted Fame - other digg users read your submission and digg what they like best. If your story rocks and receives enough diggs, it is promoted to the front page for the millions of digg visitors to see

Star Power - the top 100 Digg users control 56% of Digg's frontpage content

Rising Social Media Star - launched in late 2004, now has 400,000 registered Digg users

Takeaway - “Feed and Profile Your Front Row”

#9 – Reciprocity Dealers Clear Deal - in return for driving their web traffic, Amazon immediately pays out in either gift vouchers (to be spent in the store), cheque or direct deposit Only as Good as The Company You Keep - owns one of the largest and most successful online affiliate programs, with over 1,000,000 members worldwide. Incentive-driven traffic - you can earn more than 10 percent in referral fees. Takeaway: “You Scratch My Back, I’ll Scratch Yours”

Clear Deal - in return for driving their web traffic, Amazon immediately pays out in either gift vouchers (to be spent in the store), cheque or direct deposit

Only as Good as The Company You Keep - owns one of the largest and most successful online affiliate programs, with over 1,000,000 members worldwide.

Incentive-driven traffic - you can earn more than 10 percent in referral fees.

Takeaway: “You Scratch My Back, I’ll Scratch Yours”

#10 – Self-Expressives Users (illustrators and amateurs) may submit t-shirt designs online, which are then put to a public vote. A small percentage of submissions are selected to be printed and sold through the online store. Creators of the winning designs receive cash. Takeaway: “ Give Your Creatives a Stage”

Users (illustrators and amateurs) may submit t-shirt designs online, which are then put to a public vote.

A small percentage of submissions are selected to be printed and sold through the online store. Creators of the winning designs receive cash.

Takeaway:

“ Give Your Creatives a Stage”

The What #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/Customization #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cry #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes It’s because of what you provide

#11-Social Currency – The Inside Scoop An Insider Destination - “…the national go-to spot for keeping up with the rich and scandalous, the media elite and the pop-culture trends of the moment." [New York Times] Don’t be Left Out - "Everyone who is anyone in chic Manhattan is reading gawker.com -- or should be." [New York Daily News] Juicy Content - a must-read for the inside scoop on celebrity trash, and bitchy gossip, introduced Gawker Stalker – a map of celebrity sitings in New York Takeaway – “Dish Up and Share What’s Under the Hood”

An Insider Destination - “…the national go-to spot for keeping up with the rich and scandalous, the media elite and the pop-culture trends of the moment." [New York Times]

Don’t be Left Out - "Everyone who is anyone in chic Manhattan is reading gawker.com -- or should be." [New York Daily News]

Juicy Content - a must-read for the inside scoop on celebrity trash, and bitchy gossip, introduced Gawker Stalker – a map of celebrity sitings in New York

Takeaway – “Dish Up and Share What’s Under the Hood”

#11 - Social Currency – Ahead of The Mainstream Trendy - Europe’s leading fashion retailer - reflect the very latest international trends. Tough to Imitate - fashion panache and selection at unbeatable prices. Move onto the next trend before you can be copied at a lower price. Pent Up Demand -selected H&M stores offered an exclusive collection by fashion designer Karl Lagerfeld, it sold out within an hour; repeated with a sell-out collection by Stella McCartney in 2005 Takeaway: “ Stay ahead of the curve”

Trendy - Europe’s leading fashion retailer - reflect the very latest international trends.

Tough to Imitate - fashion panache and selection at unbeatable prices. Move onto the next trend before you can be copied at a lower price.

Pent Up Demand -selected H&M stores offered an exclusive collection by fashion designer Karl Lagerfeld, it sold out within an hour; repeated with a sell-out collection by Stella McCartney in 2005

Takeaway:

“ Stay ahead of the curve”

#12 - Brand Experience Masters of Coffee - 1,000 baristas file through a 10 seminar series Illy University of Coffee – 14 master baristas graduated last year Quality Fanaticism - 114 quality control checks with an intensive culture of innovation into coffee – “an espresso requires 50 coffee beans and only one bad one can ruin the whole cup” A Mark of Excellence - “Every coffee shop in New York that proudly displays the 'illy' sign promises to offer not just a great cup of coffee, but an experience. It's a pride in coffee, in the flavor and the memories of a European excursion. It's the recognition that you could take it to go, but it just wouldn't be as fun.” Takeaway: “ The Details Matter, Substance Triumphs Style”

Masters of Coffee - 1,000 baristas file through a 10 seminar series Illy University of Coffee – 14 master baristas graduated last year

Quality Fanaticism - 114 quality control checks with an intensive culture of innovation into coffee – “an espresso requires 50 coffee beans and only one bad one can ruin the whole cup”

A Mark of Excellence - “Every coffee shop in New York that proudly displays the 'illy' sign promises to offer not just a great cup of coffee, but an experience. It's a pride in coffee, in the flavor and the memories of a European excursion. It's the recognition that you could take it to go, but it just wouldn't be as fun.”

Takeaway:

“ The Details Matter, Substance Triumphs Style”

#13 - Fame - Jones Soda Consumer driven to the max – Labels are submitted by customers Flavour choices are reviewed by customers My Jones – personalized batch production Product/format customer-driven innovation ideas –Jones Map – a locator for their most zealous 3,000+ customers Cult following, from customers to employees Slave to the people - from Peter van Stolk “people don’t need our s---, people get fired up about Jones because it’s theirs.” Grassroots success - Innovation lab anointed Jones Soda the brand of the future Takeaway “ Shine the light on your customers”

Consumer driven to the max –

Labels are submitted by customers

Flavour choices are reviewed by customers

My Jones – personalized batch production

Product/format customer-driven innovation ideas –Jones Map – a locator for their most zealous 3,000+ customers

Cult following, from customers to employees

Slave to the people - from Peter van Stolk “people don’t need our s---, people get fired up about Jones because it’s theirs.”

Grassroots success - Innovation lab anointed Jones Soda the brand of the future

Takeaway

“ Shine the light on your customers”

#14 – VIP Treatment – Exclusive Access Desirable Added Value - second most important cardholder benefit Fashion Example: American Express Holt Renfrew Platinum Card - receive priority access to limited- and special-edition Holt Renfrew items and members-only events Club Example - American Express provides "GET:IN for IN:NYC Cardmembers," providing Cardmembers and up to three guests immediate access to skip to the front of the line at some of New York's most popular clubs and lounges Takeaways: Establish “I Have It, You Don’t” Appeal

Desirable Added Value - second most important cardholder benefit

Fashion Example: American Express Holt Renfrew Platinum Card - receive priority access to limited- and special-edition Holt Renfrew items and members-only events

Club Example - American Express provides "GET:IN for IN:NYC Cardmembers," providing Cardmembers and up to three guests immediate access to skip to the front of the line at some of New York's most popular clubs and lounges

Takeaways: Establish “I Have It, You Don’t” Appeal

#14 – VIP Treatment - Customization A Personalized Classic - order M&M's with your very own custom-printed messages on them Options, Options - Choose your color(s), compose your message, and indicate your quantity (a 1/2-pound bag is $11.25) An Emotional Lovemark - the most popular messages-to-date - "I love you Grandpa" and "Will you marry me?“ Personalized Avatar Takeaway : “Tap a market of one”

A Personalized Classic - order M&M's with your very own custom-printed messages on them

Options, Options - Choose your color(s), compose your message, and indicate your quantity (a 1/2-pound bag is $11.25)

An Emotional Lovemark - the most popular messages-to-date - "I love you Grandpa" and "Will you marry me?“

Personalized Avatar

Takeaway : “Tap a market of one”

#15 - Scarcity By referral only Develop pent-up demand and enthusiasm Takeaway: “ Create a lineup, tighten supply”

By referral only

Develop pent-up demand and enthusiasm

Takeaway:

“ Create a lineup, tighten supply”

#16 - Influence Community Build - Customer Innovators and Lugnuts user group community User Collaboration - Collaborated and created demand for 40,000 high end units called Mindstorms at $199, built with no advertising Different Rungs - community has multiple levels of involvement and feedback to the company: - Certified Professionals – experts who work directly with LEGO employees - Ambassadors – a rotating set of 22 hardcore global fans - Lego Leagues – a kids community - Local Fan Clubs/Auction Sites - Takeaway “ - “ Crowdsource And Harness Skills of Zealots”

Community Build - Customer Innovators and Lugnuts user group community

User Collaboration - Collaborated and created demand for 40,000 high end units called Mindstorms at $199, built with no advertising

Different Rungs - community has multiple levels of involvement and feedback to the company:

- Certified Professionals – experts who work directly with LEGO employees

- Ambassadors – a rotating set of 22 hardcore global fans

- Lego Leagues – a kids community

- Local Fan Clubs/Auction Sites

- Takeaway “ - “ Crowdsource And Harness Skills of Zealots”

#17 - Intimacy – Love/Transparency More than a Doll - “An educational toy young girls love, providing empowerment and knowledge for pre-teen girls.” Daughter Loved/Mom Approved - moms feel good about dropping a lot of cash on low-tech, wholesome Americana The Anti-Barbie - American Girl doesn't push girls to act older,‘ they are the chosen talisman against unwanted precocity Takeaway: “ Have a set of values, show them at all touchpoints”

More than a Doll - “An educational toy young girls love, providing empowerment and knowledge for pre-teen girls.”

Daughter Loved/Mom Approved - moms feel good about dropping a lot of cash on low-tech, wholesome Americana

The Anti-Barbie - American Girl doesn't push girls to act older,‘ they are the chosen talisman against unwanted precocity

Takeaway:

“ Have a set of values, show them at all touchpoints”

#18 – Visibility – Halo 2 - I Love Bees - Cross-media game that deliberately blurred the line between in-game and out-of-game experiences. Websites thought to be involved with the game Unexpected phone calls Seeded Plastic honey bear jars Halo 2 trailers at theatres flashed a link to ilovebees.com Takeaway: “ Don’t Just Rely on the Web, Be Everywhere”

Cross-media game that deliberately blurred the line between in-game and out-of-game experiences.

Websites thought to be involved with the game

Unexpected phone calls

Seeded Plastic honey bear jars

Halo 2 trailers at theatres flashed a link to ilovebees.com

Takeaway:

“ Don’t Just Rely on the Web, Be Everywhere”

#19 – Tight Boundaries Dating/flirting site By invitation only Keep the tribe pure Takeaway: “ Let the castle door open slowly”

Dating/flirting site

By invitation only

Keep the tribe pure

Takeaway:

“ Let the castle door open slowly”

#20 Rallying Cry – Mozilla Firefox Firefox is an open source, peer-to-peer marketing pioneer with 10% of global net users Firefox CEO states “we want users to feel involved from the very beginning and not to be controlling.. When users get involved, something magical happens” A volunteer network of 175,000 community users have participated in a wide range of activities: DefendFirefox.com “ For the Record’ SWAT team Takeaway: “ Build cultish devotion”

Firefox is an open source, peer-to-peer marketing pioneer with 10% of global net users

Firefox CEO states “we want users to feel involved from the very beginning and not to be controlling.. When users get involved, something magical happens”

A volunteer network of 175,000 community users have participated in a wide range of activities:

DefendFirefox.com

“ For the Record’ SWAT team

Takeaway:

“ Build cultish devotion”

#21 – Rewards - WebKinz My Space for Kids Real Toy, Virtual Experience Intrinsic & Extrinsic Rewards Positive and Negative Incentives Takeaway: “ Word of mouth is not a democracy - reward different levels of participation”

My Space for Kids

Real Toy, Virtual Experience

Intrinsic & Extrinsic Rewards

Positive and Negative Incentives

Takeaway:

“ Word of mouth is not a democracy - reward different levels of participation”

#22 Share Expertise – Intuit Quickbooks Set up a blog/forum to communicate with & learn from their 35,000 customers and full audience Operates a Team Beta to help launch new software with 1,000 customer testers 67 significant changes were made to Quickbooks 2006 based on customer feedback Takeaway: “ Let your users take your knowledge and then listen”

Set up a blog/forum to communicate with & learn from their 35,000 customers and full audience

Operates a Team Beta to help launch new software with 1,000 customer testers

67 significant changes were made to Quickbooks 2006 based on customer feedback

Takeaway:

“ Let your users take your knowledge and then listen”

#23 – Bite-Sized Participation Small things lead to big things Give something free to get something back Free preview Limited Time/Use Basic version

Small things lead to big things

Give something free to get something back

Free preview

Limited Time/Use

Basic version

#24 – Network Effects The more people involved, the better it is for everybody The value of the marketplace to a new user is proportional to the number of other users in the market Web marketplaces and social networks Takeaway: “ Deliver benefits with expansion”

The more people involved, the better it is for everybody

The value of the marketplace to a new user is proportional to the number of other users in the market

Web marketplaces and social networks

Takeaway:

“ Deliver benefits with expansion”

#25 - Memes Meme: “A unit of cultural information, such as a practice or idea, that is transmitted verbally or by repeated action from one mind to another.” People are talking about it in discussion groups and millions of people are caught up in the power of “Evolution” Takeaway: “ Have Something Important to Say, Make It Repeatable”

Meme: “A unit of cultural information, such as a practice or idea, that is transmitted verbally or by repeated action from one mind to another.”

People are talking about it in discussion groups and millions of people are caught up in the power of “Evolution”

Takeaway:

“ Have Something Important to Say, Make It Repeatable”

#26 - Innovative #27 –Remarkable/ Outrageous #28 – The Best at What You Do #29 – Authentic #30 – Liberating/ Problem Solving #31 - Edgy #32 – Trustworthy #33 – Likable #34 – Easy to Talk About #35 – Ritualistic #36 - Sensory It’s because of who you are

What Makes Stuff Word of Mouth-Able? Agent Wildfire Research Something with which you personally associate 25.7% Innovative 22.5% Exciting 13.1% Solves problems 11.0% Easy to talk about 9.9% New 8.0% Newsworthy 2.9% Exclusive 2.7% Other 2.7% Fashionable 1.3%

#26 - Innovative/Novel Founder’s Story - James Dyson and his 5 year journey, rejection by all the big manufacturers and 5,127 prototype investment, to build the world's first cyclonic bagless vacuum Superior Vacuum Cleaner - uncompromising functionality, great design and aspirational purchase Clear Suction Benefit – strong enough to collect the finest particles of dust—even microscopic particles such as cigarette smoke—without clogging Runaway Success - Now a $1 billion company with prices at double the standard prices of a vacuum cleaner Takeaway: “ Be different/look different”

Founder’s Story - James Dyson and his 5 year journey, rejection by all the big manufacturers and 5,127 prototype investment, to build the world's first cyclonic bagless vacuum

Superior Vacuum Cleaner - uncompromising functionality, great design and aspirational purchase

Clear Suction Benefit – strong enough to collect the finest particles of dust—even microscopic particles such as cigarette smoke—without clogging

Runaway Success - Now a $1 billion company with prices at double the standard prices of a vacuum cleaner

Takeaway:

“ Be different/look different”

#27 - Remarkable/Outrageous Underdog brand built on the back of word of mouth, PR and internet, stylish stunts, outdoor advertising and interesting we promotions i.e. customizable bumper stickers with your own messages 19,000 members of the Mini2 fan club 3,300 participants in the Mini Takes The States Cross Country Rally – over 400 people will get their new Minis on the start or end of the 15 day, 19 state rally Over 800,000 cars sold in the last 5 years since its reintroduction; highest resale percentage value of any cars Takeaway: “ Get noticed and talked about”

Underdog brand built on the back of word of mouth, PR and internet, stylish stunts, outdoor advertising and interesting we promotions i.e. customizable bumper stickers with your own messages

19,000 members of the Mini2 fan club

3,300 participants in the Mini Takes The States Cross Country Rally – over 400 people will get their new Minis on the start or end of the 15 day, 19 state rally

Over 800,000 cars sold in the last 5 years since its reintroduction; highest resale percentage value of any cars

Takeaway:

“ Get noticed and talked about”

#28 - The Best At What It Does High End Velo Greatness - Canadian cycling success story in high performance bikes Competitive Focus - Started in 1995 in Toronto, with the mission “to help our customers win races” Radical Pushing of the Rules - engineering led-philosophy helped produce bikes with competitive edge, now the: Official bike of the top cycling team in the world (Team CSC) – pushed them form #14 in 2002 to #1 in 2006 The winningest bike in Ironman Triathlon history The best selling time trial bike in the world Rising Success - 34th fastest growing company in Canada with $11 million in sales, a 1276% five year growth rate Takeaway: “ Push the Envelope on Performance”

High End Velo Greatness - Canadian cycling success story in high performance bikes

Competitive Focus - Started in 1995 in Toronto, with the mission “to help our customers win races”

Radical Pushing of the Rules - engineering led-philosophy helped produce bikes with competitive edge, now the:

Official bike of the top cycling team in the world (Team CSC) – pushed them form #14 in 2002 to #1 in 2006

The winningest bike in Ironman Triathlon history

The best selling time trial bike in the world

Rising Success - 34th fastest growing company in Canada with $11 million in sales, a 1276% five year growth rate

Takeaway:

“ Push the Envelope on Performance”

#29 - Authentic Unique Product Ingredient - Performance wear product focus based on 100% merino, a marked advancement over traditional wool Leapfrog Benefit - “the most comfortable, warmest and certainly the coolest looking stuff to ever come off the back of a sheep” Provenance Authenticity - searches for the best technology, ethical manufacturing, and environmentally sound practices before it completes its product transformation into a hand-made Icebreaker Takeaway: “ Be true to yourself”

Unique Product Ingredient - Performance wear product focus based on 100% merino, a marked advancement over traditional wool

Leapfrog Benefit - “the most comfortable, warmest and certainly the coolest looking stuff to ever come off the back of a sheep”

Provenance

Authenticity - searches for the best technology, ethical manufacturing, and environmentally sound practices before it completes its product transformation into a hand-made Icebreaker

Takeaway:

“ Be true to yourself”

#30 - Liberating/Solves Problems Everyday Problem Solver - Canada’s Most Word of Mouthable Product (Dec’05) True Innovation - 2004 Grand Prix innovation of the Year Improves Lives - “I absolutely love the Magic Eraser and it's amazing ability to clean. Since it has made it's appearance in my home I've become a cleaning machine that spends a fraction of the time on cleaning, and with better results to boot!” Takeaway: Erase Consumer/User Pain Visibly

Everyday Problem Solver - Canada’s Most Word of Mouthable Product (Dec’05)

True Innovation - 2004 Grand Prix innovation of the Year

Improves Lives - “I absolutely love the Magic Eraser and it's amazing ability to clean. Since it has made it's appearance in my home I've become a cleaning machine that spends a fraction of the time on cleaning, and with better results to boot!”

Takeaway:

Erase Consumer/User Pain Visibly

#31 - Edgy/Cool/Trendy The Anti-Marketer – a scarce icon of the dissenting protest, shabby chic and fringe mentality Alt-Culture Adoption - bike messengers in pockets of different cities have turned the brand prospects around and acted as the grassroots brand vanguard Defending the Cause - Rebound originally started as a real or imagined rallying cry amongst its advocates that PBR might go out of business Takeaway: “ Find an edge, let consumers hijack it”

The Anti-Marketer – a scarce icon of the dissenting protest, shabby chic and fringe mentality

Alt-Culture Adoption - bike messengers in pockets of different cities have turned the brand prospects around and acted as the grassroots brand vanguard

Defending the Cause - Rebound originally started as a real or imagined rallying cry amongst its advocates that PBR might go out of business

Takeaway:

“ Find an edge, let consumers hijack it”

#32 - Trusted A Canadian Icon - Tim Hortons, the best managed brand in Canada (52% ranking) The Leader - Tim's has 23% of the Canadian fast food market, 62% of the coffee market Ubiquitous - has 2,625 outlets in Canada (and one now in Afghanistan), has managed to double revenues per store over the last decade, Part of the culture - has coined "Double, Double" as a part of the Canadian lexicon Takeaway: “ Consistently deliver”

A Canadian Icon - Tim Hortons, the best managed brand in Canada (52% ranking)

The Leader - Tim's has 23% of the Canadian fast food market, 62% of the coffee market

Ubiquitous - has 2,625 outlets in Canada (and one now in Afghanistan), has managed to double revenues per store over the last decade,

Part of the culture - has coined "Double, Double" as a part of the Canadian lexicon

Takeaway:

“ Consistently deliver”

#33 - Likable Rabid Customer Evangelism - “Make the whole world a library! BookCrossing is something unique and revolutionary. Our world should know about it!” Humble Roots/A Great Cause - free online book club, the first and only of its kind - millions of book reviews and hundreds of thousands of passionate readers A Connection to Books - “A brand exercise in fate, karma, or whatever you want to call the chain of events that can occur between two or more lives and one piece of literature.” Takeaway: “Be a Brand Friend”

Rabid Customer Evangelism - “Make the whole world a library! BookCrossing is something unique and revolutionary. Our world should know about it!”

Humble Roots/A Great Cause - free online book club, the first and only of its kind - millions of book reviews and hundreds of thousands of passionate readers

A Connection to Books - “A brand exercise in fate, karma, or whatever you want to call the chain of events that can occur between two or more lives and one piece of literature.”

Takeaway: “Be a Brand Friend”

#34 - Easy to Talk About - Nike Joga/Touch of Gold/Join the Chain Easy - Catch a pass from the left, juggle the ball anyway you like, and them kick it off screen to the right. Engaging - connects countries, generates buzz and allows consumers to build something remarkable Takeaway: “ Create and Seed a Simple Idea/Let Consumer Own It”

Joga/Touch of Gold/Join the Chain

Easy - Catch a pass from the left, juggle the ball anyway you like, and them kick it off screen to the right.

Engaging - connects countries, generates buzz and allows consumers to build something remarkable

Takeaway:

“ Create and Seed a Simple Idea/Let Consumer Own It”

#35 – Ritualistic – Rock, Paper & Scissors Created a cult population of Rock, Paper, Scissors Player profiler, Strategy Guide, Museum, Advanced RPS summary of the most common abstract meanings of the throws: Rock - Power, Strength, Aggression, Nature Paper - Passivity, Stealth, Wisdom (money sometimes as well), Literacy Scissors - Deviousness, Ingenuity, Evil, Technology Takeaway: “ Create your own code, behavior and talk points shared by your members”

Created a cult population of Rock, Paper, Scissors

Player profiler, Strategy Guide, Museum, Advanced RPS

summary of the most common abstract meanings of the throws:

Rock - Power, Strength, Aggression, Nature Paper - Passivity, Stealth, Wisdom (money sometimes as well), Literacy Scissors - Deviousness, Ingenuity, Evil, Technology

Takeaway:

“ Create your own code, behavior and talk points shared by your members”

#36 – Sensory – Daily Dose of Imagery Visually arresting photo posted each day One of the most powerful photoblogs in the world Takeaway: “ Make It Look, Smell, Feel Good”

Visually arresting photo posted each day

One of the most powerful photoblogs in the world

Takeaway:

“ Make It Look, Smell, Feel Good”

The 36 Reasons Why People Word of Mouth #26 - Innovative #27 –Remarkable/ Outrageous #28 – The Best at What You Do #29 – Authentic #30 – Liberating/ Problem Solving #31 - Edgy #32 – Trustworthy #33 – Likable #34 – Easy to Talk About #35 – Ritualistic #36 - Sensory #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/Customization #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cause #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes #1 - Passionate about the topic #2 - Logo Lovers #3 – Knowledge Seekers #4 - Social Brokers #5 – Altruism #6 – Involved/Committed #7 – Feedback Seekers #8 – Ego-driven #9 – Reciprocity Dealers #10 – Self-Expression It’s because of who you are It’s because of what you provide It’s because of them

Word of Mouth Watchouts Be transparent and honest Be conversational Have a story to tell Don’t make it a cattle call Invite the right people to the dance Provide an experience Know who you are Treat your word of mouth referees like valued insiders Establish a dialogue Give your influencers the tools to have spread Don’t try and control it Get feedback Start soon

Be transparent and honest

Be conversational

Have a story to tell

Don’t make it a cattle call

Invite the right people to the dance

Provide an experience

Know who you are

Treat your word of mouth referees like valued insiders

Establish a dialogue

Give your influencers the tools to have spread

Don’t try and control it

Get feedback

Start soon

Let’s Put your Word of Mouth on an Accelerator Pedal! Who: Sean Moffitt, President/Chief Evangelist Phone: 647-436-6802 URL: www.AgentWildfire.com Join/Share: www.TheInfluencers.ca Blog: http://BuzzCanuck.typepad.com/ Learn: The Buzz Report (monthly e-newsletter) Sign up at www.AgentWildfire.com