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WORD  OF  MOUTH  MARKETING CREATING   BUZZ NAPA CONSULTING GROUP
HOW TO USE WORD-OF-MOUTH MARKETING (WOMM) TECHNIQUES AND SOCIAL MEDIA TO DRIVE GROWTH BY  CREATING  A POSITIOVE  BUZZ  ARO...
TO APPRECIATE WOMM: FIRST YOU HAVE TO UNDERSTAND  WHAT’S BROKEN  WITH TRADITIONAL MARKETING.
IS YOUR CAMPAIGN HAVING A  NEGATIVE IMPACT  ON YOUR BRAND?
ONLY  18%  OF TV ADS  GENERATE POSITIVE ROI
84%  OF  B2B CAMPAIGNS RESULTED IN LOWER SALES
100%  INCREASE IN AD SPENDING  JUST TO ADD 1% - 2% IN SALES
ONLY  14%  TRUST ADS
69 %   INTERESTED IN AD BLOCKING TECHNOLOGIES
TRADITIONAL MARKETING & ADVERTISING ADVERTISING CLUTTER MEDIA FRAGMENTATION CONSUMERS TUNED OUT LESS EFFECTIVE MORE EXPENS...
WOMM POWER … the JESUS PHONE rocks! ..i got to have an iPhone 1. 2.
TWO THIRDS  OF U.S. ECONOM ONY  DRIVEN BY WOM
POSITIVE  CORRELATION  TO  BUSINESS GROWTH
BRAND ADVOCACY  DRIVES BUSINESS GROWTH Harvard study
BRAND ADVOCACY  EVEN MORE IMPORTANT THAN BRAND IMAGE OR BRAND SATISFACTION Harvard study
LAW OF FEW 10% INFLUENCE  PURCHASING BEHAVIOR OF OTHER  90%
91%  LIKELY TO BUY ON RECOMMENDATION
92%  PREFER WOM RECOMMENDATION
BRAND ADVOCATES AVERAGE CUSTOMERS, CLIENTS, CONSUMERS
HOMOPHILY HAWTHORNE EFFECT CONVERSATION: DIALOGUE EXPRESSION INVISIBLE NETWORKS LINKS SIX DEGREES OF SEPARATION DIGITAL ME...
WOMM = C2C  CONVERSATION Consumer-to-consumer conversation
TRADITIONAL MARKETING & ADVERTISING NOT …
BUZZ  = INFECTIOUS CHATTER WHAT’S HOT WHAT’S ATTRACTIVE
VEHICLE FOR  CONTAGION PERSON-TO-PERSON TALKING TALKING BY PHONE SOCIAL MEDIA TOOLS SMS E-MAIL IM BLOGGING VBLOG WRITING
CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS WHO ARE NETWORK HUBS
LINKS OR NODES SPREAD BUZZ NETWORK A NETWORK B NODE TRUSTED CHANNEL
CORRELATION BETWEEN NETWORK HUBS AND EARLY ADOPTERS.
A NETWORK OF 100 PEOPLE =  4,950  POSSIBLE LINKS Six degrees of separation concept (a/k/a small world phenomenon) LINKS FU...
AVERAGE PERSON HAS … 11 TO 12 INTIMATE CONTACTS 150 SOCIAL CONTACTS 500 TO 1,500  WEAK TIES
BIRDS OF A FEATHER  FLOCK TOGETHER The term homophily stems from study of social networks. HOMOPHILY
Interests  hobbies  beliefs  age  gender  social class  ethnicity  religion  values  politics  geography  education  occup...
ALL ABOUT… INTERACTION IN & AMONG INVISIBLE NETWORKS
LEAPFROGGING TECHNIQUES <ul><li>Buzz marketing   </li></ul><ul><ul><li>Special hook, event, promotion.  Aqua   Teen   Hung...
WIDGET & BLIDGET
Social media  describes the  online  technologies and practices that people use to share opinions, insights, experiences, ...
BLOGVERTORIAL BUSINESS BLOG FAUX BLOG BUZZ MARKETING WITH BLOGS… 70 million blogs in just 4 years.  120K blogs being added...
STIMULATING DISCUSSION PROMO EVENT REDUCED PRICING FREEWARE GAME DEMO TRIAL BETA SEEDING…
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Word Of Mouth Marketing Techniques Womm4195

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Transcript of "Word Of Mouth Marketing Techniques Womm4195"

  1. 1. WORD OF MOUTH MARKETING CREATING BUZZ NAPA CONSULTING GROUP
  2. 2. HOW TO USE WORD-OF-MOUTH MARKETING (WOMM) TECHNIQUES AND SOCIAL MEDIA TO DRIVE GROWTH BY CREATING A POSITIOVE BUZZ AROUND YOUR PRODUCT OR SERVICE.
  3. 3. TO APPRECIATE WOMM: FIRST YOU HAVE TO UNDERSTAND WHAT’S BROKEN WITH TRADITIONAL MARKETING.
  4. 4. IS YOUR CAMPAIGN HAVING A NEGATIVE IMPACT ON YOUR BRAND?
  5. 5. ONLY 18% OF TV ADS GENERATE POSITIVE ROI
  6. 6. 84% OF B2B CAMPAIGNS RESULTED IN LOWER SALES
  7. 7. 100% INCREASE IN AD SPENDING JUST TO ADD 1% - 2% IN SALES
  8. 8. ONLY 14% TRUST ADS
  9. 9. 69 % INTERESTED IN AD BLOCKING TECHNOLOGIES
  10. 10. TRADITIONAL MARKETING & ADVERTISING ADVERTISING CLUTTER MEDIA FRAGMENTATION CONSUMERS TUNED OUT LESS EFFECTIVE MORE EXPENSIVE LESS TRUSTED LOWER ROI
  11. 11. WOMM POWER … the JESUS PHONE rocks! ..i got to have an iPhone 1. 2.
  12. 12. TWO THIRDS OF U.S. ECONOM ONY DRIVEN BY WOM
  13. 13. POSITIVE CORRELATION TO BUSINESS GROWTH
  14. 14. BRAND ADVOCACY DRIVES BUSINESS GROWTH Harvard study
  15. 15. BRAND ADVOCACY EVEN MORE IMPORTANT THAN BRAND IMAGE OR BRAND SATISFACTION Harvard study
  16. 16. LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%
  17. 17. 91% LIKELY TO BUY ON RECOMMENDATION
  18. 18. 92% PREFER WOM RECOMMENDATION
  19. 19. BRAND ADVOCATES AVERAGE CUSTOMERS, CLIENTS, CONSUMERS
  20. 20. HOMOPHILY HAWTHORNE EFFECT CONVERSATION: DIALOGUE EXPRESSION INVISIBLE NETWORKS LINKS SIX DEGREES OF SEPARATION DIGITAL MEDIA MUCH HIGHER LEVEL OF TRUST HUMILITY WOMM CHARACTERISTICS
  21. 21. WOMM = C2C CONVERSATION Consumer-to-consumer conversation
  22. 22. TRADITIONAL MARKETING & ADVERTISING NOT …
  23. 23. BUZZ = INFECTIOUS CHATTER WHAT’S HOT WHAT’S ATTRACTIVE
  24. 24. VEHICLE FOR CONTAGION PERSON-TO-PERSON TALKING TALKING BY PHONE SOCIAL MEDIA TOOLS SMS E-MAIL IM BLOGGING VBLOG WRITING
  25. 25. CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS WHO ARE NETWORK HUBS
  26. 26. LINKS OR NODES SPREAD BUZZ NETWORK A NETWORK B NODE TRUSTED CHANNEL
  27. 27. CORRELATION BETWEEN NETWORK HUBS AND EARLY ADOPTERS.
  28. 28. A NETWORK OF 100 PEOPLE = 4,950 POSSIBLE LINKS Six degrees of separation concept (a/k/a small world phenomenon) LINKS FUEL DIFFISUION A NETWORK OF 1,000 PEOPLE = 500,000 POSSIBLE LINKS
  29. 29. AVERAGE PERSON HAS … 11 TO 12 INTIMATE CONTACTS 150 SOCIAL CONTACTS 500 TO 1,500 WEAK TIES
  30. 30. BIRDS OF A FEATHER FLOCK TOGETHER The term homophily stems from study of social networks. HOMOPHILY
  31. 31. Interests hobbies beliefs age gender social class ethnicity religion values politics geography education occupation CLUSTERS
  32. 32. ALL ABOUT… INTERACTION IN & AMONG INVISIBLE NETWORKS
  33. 33. LEAPFROGGING TECHNIQUES <ul><li>Buzz marketing </li></ul><ul><ul><li>Special hook, event, promotion. Aqua Teen Hunger Force Boston Bomb Scare </li></ul></ul><ul><li>Viral marketing </li></ul><ul><ul><li>Branded material, websites, blogs, advergames, widgets, bligets, videos, utilities, collaboration tools etc. that sneezers spread. ParkRidge47, Vote Different </li></ul></ul><ul><li>Influencer marketing </li></ul><ul><ul><li>Identifying and finding the influencers </li></ul></ul><ul><li>Evangelist marketing </li></ul><ul><ul><li>Turning most loyal customers into citizen marketers </li></ul></ul><ul><li>Street marketing </li></ul><ul><ul><li>Interacting at popular offline places like Buzz Oven </li></ul></ul><ul><li>Stealth / Undercover marketing </li></ul><ul><ul><li>Bree, lonelyGirl15 </li></ul></ul>Source: Justin Kirby, & Paul Marsden (2006). Connected marketing . Oxford, UK: Butterworth-Heinemann. 198 YouTube Aqua Teen Buzz Oven Bree WOMM umbrella term
  34. 34. WIDGET & BLIDGET
  35. 35. Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives and media itself. Social media can take many different forms, including text, images, audio, and video. These sites typically use technologies such as blogs , message boards , podcasts , wikis , and vlogs to allow users to interact. Source: Wikipedia SOCIAL MEDIA
  36. 36. BLOGVERTORIAL BUSINESS BLOG FAUX BLOG BUZZ MARKETING WITH BLOGS… 70 million blogs in just 4 years. 120K blogs being added each day.
  37. 37. STIMULATING DISCUSSION PROMO EVENT REDUCED PRICING FREEWARE GAME DEMO TRIAL BETA SEEDING…
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