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The 36 Reasons Why People Talk - TV Style

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A sequel to our 2007 presentation - we educate about the 36 essential reasons why people buzz and talk about brands, products, services and ideas through the lens and metaphor of popular TV shows. …

A sequel to our 2007 presentation - we educate about the 36 essential reasons why people buzz and talk about brands, products, services and ideas through the lens and metaphor of popular TV shows.

Property of Agent Wildfire, The Word of Mouth Experts, 2009


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  • We’ve approached you based on our perception of great new products and strong sense of brand positioning coming out of your shop… - we only approach people with great brand foundations and products – otherwise what I’m pitching, won’t work---I’d becoming in here selling something else - we want to work with people we think we’d like and we want to work with pioneering, remarkable clients and agencies that have the vision and potential to get there…realize the case for change Talk about 5 things: - Who We Are - Talk about the concept of Influential marketing - Get Right into Two Programs we discussed - Show how it works and evidence - Give a sense of what it would be like to work with us and why would it be the right idea
  • If your looking for initial reach and mass awareness, you’d be best to spend you money elsewhere If you’re looking for the opportunity to make deep impact with your best customers, have people be influenced by your marketing, trigger purchase, create lifetime customers, generate incredible real-world insight If you want to get noticed and talked about If you’re looking to tap into marketing’s most powerful influence and fastest rising vehicle – that’s are forte
  • If your looking for initial reach and mass awareness, you’d be best to spend you money elsewhere If you’re looking for the opportunity to make deep impact with your best customers, have people be influenced by your marketing, trigger purchase, create lifetime customers, generate incredible real-world insight If you want to get noticed and talked about If you’re looking to tap into marketing’s most powerful influence and fastest rising vehicle – that’s are forte
  • If your looking for initial reach and mass awareness, you’d be best to spend you money elsewhere If you’re looking for the opportunity to make deep impact with your best customers, have people be influenced by your marketing, trigger purchase, create lifetime customers, generate incredible real-world insight If you want to get noticed and talked about If you’re looking to tap into marketing’s most powerful influence and fastest rising vehicle – that’s are forte
  • Brands - Authenticity > Hype, Edge > Superiority, Approach - Narrowcast > Broadcast, Grassroots > Mass, Collaboration > Creative Genius Audience - The Influencers > The Mainstream Tactics - Involvement > Impressions, Conversations > Eyeballs Communication – Authenticity over Hype Outputs - Advocacy > Satisfaction Word of mouth is getting a lot of press…whether it’s people quoting Gladwell and the Tipping Point, people talking about the overnight success of My Space/YouTube, all the consumer of the year awards magazines gave out form last year or marketer’s pleading to get more buzz The world has changed – it’s scary – a senior marketer’s life is down to 22 months --- the stuff we’ve always doen is not working as well as it used to
  • The big question we ask… Dangerous and costly oversight to not consider it
  • Brands - Authenticity > Hype, Edge > Superiority, Approach - Narrowcast > Broadcast, Grassroots > Mass, Collaboration > Creative Genius Audience - The Influencers > The Mainstream Tactics - Involvement > Impressions, Conversations > Eyeballs Communication – Authenticity over Hype Outputs - Advocacy > Satisfaction Word of mouth is getting a lot of press…whether it’s people quoting Gladwell and the Tipping Point, people talking about the overnight success of My Space/YouTube, all the consumer of the year awards magazines gave out form last year or marketer’s pleading to get more buzz The world has changed – it’s scary – a senior marketer’s life is down to 22 months --- the stuff we’ve always doen is not working as well as it used to
  • We’ve approached you based on our perception of great new products and strong sense of brand positioning coming out of your shop… - we only approach people with great brand foundations and products – otherwise what I’m pitching, won’t work---I’d becoming in here selling something else - we want to work with people we think we’d like and we want to work with pioneering, remarkable clients and agencies that have the vision and potential to get there…realize the case for change Talk about 5 things: - Who We Are - Talk about the concept of Influential marketing - Get Right into Two Programs we discussed - Show how it works and evidence - Give a sense of what it would be like to work with us and why would it be the right idea
  • That’s it – we have a number of ways to get in touch with us Link back to initial 3 objectives: Word of mouth is important Word of mouth can be orchestrated Agent Wildfire is canada’s word of mouth experts We’d really like to work with your brands and think there could be some interesting avenues in Questions Are there projects we can think about to exploit this as a competitive advantage for you Can we regroup when you’ve had a chance to digest
  • Transcript

    • 1. The 36 Reasons Why People Talk - The TV Version - © Agent Wildfire Inc. – 2009 www.agentwidfire.com
    • 2. No Matter What The Interest – TV has Talk Value Embedded In It
    • 3. The Same Reasons We Talk About TV are the Same Reasons We Talk About Brands
    • 4. 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
    • 5. Step back…Word of Mouth (WOM) = A Higher Art Form of Business-Building Value
    • 6. Setting WOM Wildfires - A Distinct Marketing Approach Different Than a Century of Marketing Efforts Different Brand Stories Different Approach To Market Different Audience Different Tactics Different Commun- -ication Different Outputs/ Measures
    • 7. Still Need Convincing on WOM?
      • Word of mouth is the most persuasive influence on action & 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
    • 8. So Which Flavour of Word of Mouth Would You Choose?…
    • 9. Why We Word of Mouth? 36 Reasons - TV-Style
    • 10. The Short Version - The Three Basic Reasons Why Ideas Spread through Word of Mouth “ It’s Who They Are” “ It’s What You Do” “ It’s Who You Are” 10 Audience Attributes 15 Buzz Firestarters 11 Inescapable Traits
    • 11. Explicitly Motivated Extrinsic-ally Motivated Intrinsic-ally Motivated The Brand/Product The Experience The Person THE BUILDING BLOCKS OF WORD OF MOUTH – THE 36 REASONS WHY PEOPLE BUZZ - Passionate About the Topic Logo Lovers Knowledge Seekers Social Brokers Altruistic Self-Expressives ReciprocityDealers Ego-Driven Involved/ Committed $$ Social Currency Brand Experience Fame VIP treatment/ Customization Scarcity Intimacy Influence Visibility Tight Boundaries Rallying Cry Rewards Expertise Bite-Sized Participation Network Effects Memes Remarkable/ Outrageous Innovative The Best At What You Do Authentic Liberating/ Problem Solving Trustworthy Edgy Likable Easy to Talk About Sensory Ritualistic Feedback Seekers
    • 12. The Who It’s because of them #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
    • 13. 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
    • 14. 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
    • 15. #1 – Passionate About The Topic “ Make it Right”
    • 16. # 2 – Logo Lovers “ D’OH!”
    • 17. # 3 – Knowledge Seekers “ Just another day of blowing something up”
    • 18. # 4 – Social Brokers “ You wanna hug it out?”
    • 19. # 5 – Altruistic “ Move that bus!”
    • 20. # 6 – Involved / Committed “ We're not the only people on this island and we alllllll know it!"
    • 21. # 7 – Seeking Feedback "What does that mean when the fitness instructors are ahead of the mayors?"
    • 22. # 8 – Ego Driven “ Show me someone without an ego, and I`ll show you a loser.You’re Fired.”
    • 23. # 9 – Reciprocity Dealers “ But we can only offer this level of programming with your help.”
    • 24. # 10 – Self – Expression “ SOME PEOPLE THINK BEAUTY IS SOMETHING YOU'RE BORN WITH......AND NOT SOMETHING YOU CAN CREATE......HOW NAIVE!!!!”
    • 25. The What It’s because of what you provide #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
    • 26. # 11- Social Currency “ 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."
    • 27. # 12- Brand Experience(s) “ I think it’s really down to the wire, and we’re afraid we’re last.”
    • 28. # 13 – Fame “ I genuinely believe with all my heart that we have found (a worldwide star) with you.”
    • 29. # 14 – VIP Treatment / Customization “ Sophie gets what Sophie wants and Sophie is always right”
    • 30. # 15 – Scarcity ” Watch out—I’m coming to town and bringing my fast-paced life with me. 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.”
    • 31. # 16 – Influence “ You can only vote for him, you can't actually adopt him. Call now."
    • 32. # 17 – Intimacy “ Will you accept this rose?”
    • 33. # 18 – Visibility “ More than 100 million people worldwide have seen the TV movie. The High School Musical juggernaut is still going strong .”
    • 34. # 19 – Tight Boundaries “ Yeah, I'm obnoxious, yeah, I cut people off, yeah, I'm rude. You know why? Because you're busy. “
    • 35. # 20 – Rallying Cause “ And remember you can make a difference…”
    • 36. # 21- Rewards “ DEAL OR NO DEAL”
    • 37. # 22 – Expertise “ So now America, with an open heart and an empty stomach, I say unto you in the words of my uncle: Allez cuisine!”
    • 38. # 23 – Bite-Sized Participation “ There’s no such thing as 110%. It stops at 100.”
    • 39. # 24 – Network Effects “ 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.”
    • 40. # 25 – Memes “ No soup for you! There was shrinkage! Vanderlet Industries! Man hands The bro and manziere. Happy Festivus. Yada, yada, yada.”
    • 41. It’s because of who you are #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
    • 42. What Product Traits 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%
    • 43. # 26 – Innovative "The following takes place between ??:?? and ??:?? pm"
    • 44. # 27 – Remarkable/Outrageous “ XO XO, gossip girl”
    • 45. # 28 – The Best At What You Do “ That was unbelievable.”
    • 46. # 29 – Authentic “ This is NOT fashion camp!”
    • 47. # 30 – Liberating / Problem Solving “ Dead body, Bonus!”
    • 48. # 31 – Edgy “ Tell me what you don’t like about yourself”
    • 49. # 32 – Trustworthy “ I understand that you want to make finance entertaining, but it's not a f***king game ”
    • 50. # 33 – Likeable “ Just go up to somebody on the street and say "You're it!" and then run away.”
    • 51. # 34 – Easy To Talk About “ You’re engaged ?”
    • 52. # 35 – Ritualistic “ This is going to be legen …. wait for it.. Dary”
    • 53. # 36 – Sensory “ Who will speak for Planet Earth?”
    • 54. Summary - The 36 Reasons Why People Word of Mouth It’s because of them It’s because of what you provide It’s because of who you are #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 #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 #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
    • 55. Let’s Start Your Next Conversation… Inquire: info (at) agentwildfire.com Phone: 416-255-4500 URL: www.AgentWildfire.com Blog: http://BuzzCanuck.typepad.com/ www.spreadslikewildfire.com Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive WOM Seminars