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What is word-of-mouth marketing and how it works? Some WOMM cases included...

What is word-of-mouth marketing and how it works? Some WOMM cases included...

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  • WOM is not new, it is not an invention. What is new is marketers and advertisers looking for the new-old ways of communicating. Such is the WOM. Why? Because something is wrong with the good old, traditional marketing.
  • TO APPRECIATE WOMM: FIRST YOU HAVE TO UNDERSTAND WHAT’S BROKEN WITH TRADITIONAL MARKETING. IS YOUR CAMPAIGN HAVING A NEGATIVE IMPACT ON YOUR BRAND? Big players like Procter & Gamble are reducing mass media budgets in favor of trackable online strategies. There is plenty to learn by watching these trends, regardless of your type of business. The Toronto Globe and Mail reports that P&G recently enlisted 450,000 moms to become online evangelists to go online and incite discussions about its new Dawn Direct Foam cleaning product.
  • TO APPRECIATE WOMM: FIRST YOU HAVE TO UNDERSTAND WHAT’S BROKEN WITH TRADITIONAL MARKETING. IS YOUR CAMPAIGN HAVING A NEGATIVE IMPACT ON YOUR BRAND?
  • WOM is basically all about interaction in & among invisible networks. There are several terms under the WOM umbrella, some of them overlapping.
  • You are all familiar with the social media tools. They are used in the online WOMM.
  • An illustration how it actually works in practice…
  • Let’s draw a line between WOMM and Social Media/Viral/Blog marketing…
  • A look at historical Google searches as a way to gauge the public’s consciousness of Obama historically. We can see a blip of activity right after his 2004 DNC speech, and then…total silence. So how did he rise so quickly, from essentially out of nowhere?
  • A large part of his rise can be attributed to his understanding and embrace of “change”. Change has been at the core of the Obama brand. Usually thought of in political terms, ie. change from Bush policies. But Obama has also been masterful at understanding cultural changes and their implications. Understood that social media and connectedness of individuals through technology had fundamentally changed, and could be used to his advantage.
  • A few fundraising facts to give a sense of how successful he was at creating this social movement: 1.7M contributors thru april 2.9M total contributions thru april 93% total contributions under 100 in April according to huffington post While the campaign doesn’t report on % of contributions received online, anecdotally we know the smaller contributions tend to come online
  • Obama is the most progressive brand in realizing that there is no there and building an appropriate strategy. Obama does have his own social network, mybarackobama.com, but that is by no means the focus of his social strategy. It’s not about getting people there, being “sticky,” etc. He has also created 16 official presences in other social nets. Not to mention the countless social spaces that consumers have started – over 500 on Facebook alone (some of them not so nice, by the way). This graphic is on his homepage – it’s sort of a passport to the social web.
  • Let’s take a look at what the overall group of communities looks like A quick count of members of the various obama communities comes out to 3.7M members, conservatively (did not go through the 500+ Facebook groups) Of that total, only 930K, or 25%, are members of the personal site Had Obama gone the typical route, and just built the destination, 75% of the community wouldn’t exist. Let’s use that as a benchmark – 75% of the potential social audience exists outside of our owned destinations. Why wouldn’t we want to tap into that 75%?
  • When the brand is pliable, but stands for something at its core, you also unleash the potential for participation Yes We Can – the most successful mash-up of all time Quick history – after losing the primary in New Hampshire, obama gave a great speech anchored by the line “yes we can” A group of musicians and actors made a video of the speech No involvement from obama, although they embraced it and distributed it afterwards, which of course fuels more participation 8.5m views, just of this one instance of the video, which is posted multiple times all over the web By the way, the actual speech has been viewed more than 1m times on YouTube – imagine that, over a million people watching a speech Its about empowering – yes we can happened because it was OK to change the brand, and the brand then promoted it Its about ownership by the community, nobody is going to get excited about something they don’t have a voice in
  • When the brand is pliable, but stands for something at its core, you also unleash the potential for participation Yes We Can – the most successful mash-up of all time Quick history – after losing the primary in New Hampshire, obama gave a great speech anchored by the line “yes we can” A group of musicians and actors made a video of the speech No involvement from obama, although they embraced it and distributed it afterwards, which of course fuels more participation 8.5m views, just of this one instance of the video, which is posted multiple times all over the web By the way, the actual speech has been viewed more than 1m times on YouTube – imagine that, over a million people watching a speech Its about empowering – yes we can happened because it was OK to change the brand, and the brand then promoted it Its about ownership by the community, nobody is going to get excited about something they don’t have a voice in
  • When the brand is pliable, but stands for something at its core, you also unleash the potential for participation Yes We Can – the most successful mash-up of all time Quick history – after losing the primary in New Hampshire, obama gave a great speech anchored by the line “yes we can” A group of musicians and actors made a video of the speech No involvement from obama, although they embraced it and distributed it afterwards, which of course fuels more participation 8.5m views, just of this one instance of the video, which is posted multiple times all over the web By the way, the actual speech has been viewed more than 1m times on YouTube – imagine that, over a million people watching a speech Its about empowering – yes we can happened because it was OK to change the brand, and the brand then promoted it Its about ownership by the community, nobody is going to get excited about something they don’t have a voice in
  • Not every user-generated campaign is as deep… But the obama campaign didn’t try to shut this down Obama girl has more than 30 videos, seen millions of times
  • She also has her own web site, a blog, FB groups, and now even her own production team…
  • Not every user-generated campaign is as deep… But the obama campaign didn’t try to shut this down Obama girl has more than 30 videos, seen millions of times
  • Not every user-generated campaign is as deep… But the obama campaign didn’t try to shut this down Obama girl has more than 30 videos, seen millions of times
  • Bloggers engaged: Irena Cvetkovic – Femi http://femgerila.blog.com.mk and Zarko Trajanovski http://jasnesumjas.blogspot.com/

WOMM WOMM Presentation Transcript

  • WOMM
  • WORD OF MOUTH MARKETING
    • Planning and Implementing an Integrated WOMM Campaign
  • WOM… is what everybody is talking about… John Reubon, “Word of Mouth” Click to view the video on YouTube
  • What’s wrong with the traditional marketing?
    • 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
    • ADVERTISING CLUTTER MEDIA FRAGMENTATION CONSUMERS TUNED OUT:
    • LESS EFFECTIVE
    • MORE EXPENSIVE
    • LESS TRUSTED
    • LOWER ROI
    Napa Consulting Group
  • Few more facts…
    • TWO THIRDS OF U.S. ECONOMONY DRIVEN BY WOM
    • BRAND ADVOCACY DRIVES BUSINESS GROWTH
    • BRAND ADVOCACY EVEN MORE IMPORTANT THAN BRAND IMAGE OR BRAND SATISFACTION
    • LAW OF FEW: 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%
    • 91% LIKELY TO BUY ON RECOMMENDATION
    • 92% PREFER WOM RECOMMENDATION
    Harvard Study (Napa Consulting Group)
  • WOM is…
    • BUZZ = INFECTIOUS CHATTER: WHAT’S HOT, WHAT’S ATTRACTIVE
    • C2C CONVERSATION, PERSON-TO-PERSON TALKING
      • TALKING BY PHONE
      • SOCIAL MEDIA TOOLS
      • SMS
      • E-MAIL
      • IM
      • BLOGGING
      • VBLOG
      • WRITING
  • WOM is…
    • Word of Mouth is the act of consumers providing honest information to other consumers
    • Word of Mouth is driven by influencers with large social networks who are inspired to talk positively about a brand, product or service
    • Organic WOM – Occurs naturally when people become advocates because thy are happy with product
    • Amplified WOM – When marketers launch campaigns to accelerate WOM (WOMM)
    ADV Media Productions
  • What is WOMM?
    • Word of Mouth Marketing
      • WOMM happens when people are given a reason to talk about a product(s) or service(s) – online and offline
      • WOMM is based on driven customer satisfaction , two-way dialog and transparent communications
    • Online Word of Mouth Marketing
      • Online WOMM includes online consumer activities using Internet tools that allow the exchange of ideas about products, services and brands through social networks
      • Online WOMM does not disperse after a conversation as in the offline world
      • Online WOMM’s share is relatively small, but growing
        • Approximately 15-20 percent of all WOM is currently happening online
  • How does WOMM work?
    • WOMM is based on the principle that uses influencers to spread a message – online and offline: key to WOMM is how many important influencers you reach not how many people/consumers
            • Recruiting the “Influencers”
            • Motivating the “Influencers”
            • Keeping the “Influencers”
  • Influencers
    • Links Fuel Diffusion:
    • A NETWORK OF 100 PEOPLE = 4,950 POSSIBLE LINKS
    • A NETWORK OF 1,000 PEOPLE = 500,000 POSSIBLE LINKS
    • * Six degrees of separation concept (a/k/a small world phenomenon)
    • Average person has:
    • 11 TO 12 INTIMATE CONTACTS
    • 150 SOCIAL CONTACTS
    • 500 TO 1,500 WEAK TIES
  • Influencers
    • Every person you turn away because your product or service isn’t right for them, turns into three great customers down the road. Every bad sale costs you five .
    • Seth Godin , marketing expert and a bestselling author
    • sethgodin.com and sethgodin.typepad.com .
  • Influencers
    • HOMOPHILY:
    • Birds of a feather flock together
    * The term ‘homophily’ stems from study of social networks.
  • Influencers
    • CLUSTERS:
    • Interests, hobbies, beliefs, age, gender, social class, ethnicity, religion, values, politics, geography, education, occupation
  • WOMM umbrella term BUZZ Marketing (special hook, event, promotion) Viral marketing (branded material, websites, blogs, advergames, widgets, bligets, videos, utilities, collaboration tools etc. that sneezers spread) Influencer marketing (identifying and finding the influencers) Evangelist marketing (turning most loyal customers into citizen marketers) Street marketing (interacting at popular offline places like Buzz Oven) Social marketing Product seeding Twitter marketing Blog marketing Community marketing Stealth marketing Crowd-sourcing Marketing 2.0 PR 2.0 Testimonials Social networks
  • Social Media tools
  • WOM strategies (I)
    • Start with “listening” online about what people are saying about your product to get the unfiltered insights
      • Monitoring: Blog Monitoring, News Alerts, Online Discussion Forums, Del.icio.us Tag Analysis
      • “ Listening Services” (CGM Analytics Vendors): Cymfony, Nielsen BuzzMetrics, Umbria, BuzzLogic and Intelliseek
      • Customer Service department
    ADV Media Productions
  • WOM strategies (II)
    • Encouraging communications
      • Develop or use tools that make telling and sharing with friends, family, etc. easy to execute
    • Giving “influencers” and consumers something exciting to talk about
      • Good product or service, excellent customer service
    • Targeting authoritative “influencers” and their communities
    • Engaging in transparent conversations
      • Participate in online blogs, forums
  •  
  • WOMM and Social Media Marketing
    • WOMM
    • Relies primarily on “influencers” to spread the word.
    • Requires excellent product or service “influencers” can use, be excited about and pass along.
    • Generates brand-awareness and sustained web site traffic.
    • Engages customers long term through the product life cycle.
    • Online and offline (15 – 20% online).
    • SMM
    • Spreads by itself through the social web and relies on passing messages along from person-to-person.
    • Message must be outrageous, entertaining or provide exceptional value to attract attention and be passed along.
    • Not always relevant to the brand.
    • Usually generates a short traffic spike.
    • Online only.
  • Integrating WOMM with Traditional Advertising
    • A WOMM campaign generates more online buzz when supported by traditional paid media buys
    • Greater paid media spend equals greater online buzz
    • 64% of moderately influential “influencers” do online research after seeing or hearing an ad on TV or radio – only 30% react to a Web ad
    • “ Influencers” are still influenced by TV
    • Integration of WOMM and traditional advertising requires extensive planning, integrated execution and comprehensive effectiveness measurement
    • Sources: BuzzMetrics, Base Studies and eMarketer “WOM Marketing”
  • Planning a WOMM Campaign
    • Set goals and objectives
    • Define target audience
    • Brainstorm about an idea
    • Plan and develop a message that travels
    • Plan and develop a traditional online advertising campaign
    • Identify and select the “Influencers”
    • Motivate and empower the “Influencers”
    • Keep “Influencers” motivated and engaged
    • Track and measure results
  • OBAMA CAMPAIGN
  • Adam Cahill. View the whole case study here .
  • Obama campaign
    • … a blip of activity right after his 2004 DNC speech, and then…total silence. So how did he rise so quickly, from essentially out of nowhere?
    Keynote address at the Democratic convention in July 2004
  • Obama campaign
    • political change
    • cultural change
    • social change
  • 1.7 million contributors 2.9 million donations 93% less than $100
  • 1 MyBarackObama.com 16 Official Social Spaces 500+ Facebook Groups
  • Facebook (official) 1,110 MyBarackObama 930 Facebook (“1M Strong”) 587 Black Planet 490 MySpace 415 You Tube 62 Mi Gente 54 Twitter 46 Glee 2 75% of the community exists “out there” * In thousands
  • Consistent but not same Yes, We Can (Housing TVC) “ ”
  • Yes, We Can (music video) Click to watch the video on YouTube
  • No, You Can’t (music video) Click to watch the video on YouTube
  • I Got a Crush… (Obama Girl, music video 1) 16+ mil. views Click to watch the video on YouTube
  • Obama Girl
  • Obama Girl on MSNBC (interview) Click to watch the video on YouTube
  • Lil Bush (music video) Click to watch the video on YouTube
  • FEW MORE EXAMPLES…
    • DISCUSSION
  • Dove: Real Beauty Workshop Watch full case study video on YouTube
  • “ Will It Blend?” Campaign – Blendtec ROI = 800% after the campaign Watch one of the ‘Will it blend’ videos on YouTube
  • ZI-VA Flour Commercial Parody of "True Romance“, 80.000+ views on YouTube, bloggers debate Click to watch the video on YouTube
  • Faceboorger
  • THANK YOU.
    • BRANKA BUGARISKA
    • PR DIRECTOR, NEW MOMENT NEW IDEAS COMPANY
    • [email_address]