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Highly RecommendedHarnessing WOM & Social Media toBuild Your Brand and Drive BusinessPAUL M. RANDPresident/CEO of Zócalo G...
1Develop a clear and purposefulstory of how you want people torecommend you2 Live your brand3 Be human, transparent, andli...
SocialBusinessHighlyRecommendedBusiness
Stew Leonard’s and the30 minute recommendation
What Stew gets right…He makes the shopping experiencepleasant and funHis employees are in on the gameHis stores have perso...
Why Angie and her listare worth $650 million
“Marketing is dead,” says Saatchi & SaatchiCEO. The chief executive of one of the world’slargest marketing groups has toda...
Fixing what advertisinghas broken
AttentionInterestDesireActionA whole new model for a whole new world…A. I. D. A.McKinsey & Co.’sConsumer Decision Journey
Duxler Tire and theloyalty loop
Moving Beyond NPS…Did you recommend?Where, how and why did yourecommend?Where those recommendations fromsomeone of influen...
The power of positiverecommendations
Why people recommend…First to Know & First to TellSelf-validation, letting others know that you arean “early elite product...
Some recommendations aremore valuable than others
15Proprietary & Confidential © 2012 Zócalo Group, LLCThink of influencers as an ecosystemBrand EcosystemIndustry EminentsB...
Understand where andhow your brand is talkedabout and recommended
17Formalize a sharable story to reflect how youwant your brand talked about and recommendedDescribes howbrand addressesmar...
Discover whose recommendationsinfluence your brand’s purchasedecisions
Create compelling content andexperiences that engage
90When engaging with people across yoursocial networks:Follow the 90 / 10 Rule90%of your time should be spent: informing t...
Protect your brand byidentifying and neutralizingthreats
The four factorsempowering badonline behavior:No guiltThe mobRelative anonymityNo accountability
Customer service that getsyou recommended
Seven strategies for success:Provide as many opportunities for feedback as possibleMonitor all feedback avenues regularlyR...
Become the mostrecommended placeto work
Five ways socialmedia has changedHR forever:Finding the Employee’s VoiceTrue TransparencyRecruitingRetentionOrganizational...
Creating products andofferings your customerstell you they will buy
The benefits ofco-creation…Frequent customer engagementFresh ideasCustomer loyaltyWOM momentum
Built by RecommendationOmniClean
Thank you!PAUL M. RANDPresident/CEO of Zócalo Group@paulmrandComing Soon!September,2013
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Highly Recommended: Harnessing WOM and Social Media to Build Your Brand and Drive Business

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Presented by Paul Rand, President/CEO, Zocalo Group at the 2013 Racom IMC Roundtable. More info on this event at cadmef.org.

Published in: Business, News & Politics
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Transcript of "Highly Recommended: Harnessing WOM and Social Media to Build Your Brand and Drive Business"

  1. 1. Highly RecommendedHarnessing WOM & Social Media toBuild Your Brand and Drive BusinessPAUL M. RANDPresident/CEO of Zócalo Group@paulmrandComing Soon!September,2013
  2. 2. 1Develop a clear and purposefulstory of how you want people torecommend you2 Live your brand3 Be human, transparent, andlive up to mistakes quickly4 Stay engaging and interesting5 Regularly evaluate and evolve –but stay true to your coreLive a recommendable life
  3. 3. SocialBusinessHighlyRecommendedBusiness
  4. 4. Stew Leonard’s and the30 minute recommendation
  5. 5. What Stew gets right…He makes the shopping experiencepleasant and funHis employees are in on the gameHis stores have personality andcelebrate local produce and theseasonsHe’s committed to the community withregular outreach services and a varietyof holiday events.
  6. 6. Why Angie and her listare worth $650 million
  7. 7. “Marketing is dead,” says Saatchi & SaatchiCEO. The chief executive of one of the world’slargest marketing groups has today declaredthat marketing and strategy are dead.Marketers are moving from accumulationto advocacy and engagement
  8. 8. Fixing what advertisinghas broken
  9. 9. AttentionInterestDesireActionA whole new model for a whole new world…A. I. D. A.McKinsey & Co.’sConsumer Decision Journey
  10. 10. Duxler Tire and theloyalty loop
  11. 11. Moving Beyond NPS…Did you recommend?Where, how and why did yourecommend?Where those recommendations fromsomeone of influence in the category?How did others recommend?How do these recommendationscompare to competitors and theindustry?Did those recommendations make animpact? If so, where and how?
  12. 12. The power of positiverecommendations
  13. 13. Why people recommend…First to Know & First to TellSelf-validation, letting others know that you arean “early elite product tester”Favor BankingTrading currency, or sharing with others whoshare back with youCredibility Rub-OffWhen a brand has a particularly goodreputation, it can be recommended even beforeit is experiencedProjectionRecommending something to project a desiredimage of oneself onto othersGenuine Brand LoveBrand fans, generally 100% sincere
  14. 14. Some recommendations aremore valuable than others
  15. 15. 15Proprietary & Confidential © 2012 Zócalo Group, LLCThink of influencers as an ecosystemBrand EcosystemIndustry EminentsBrand FansDeterminedDetractorsPeer Influencers
  16. 16. Understand where andhow your brand is talkedabout and recommended
  17. 17. 17Formalize a sharable story to reflect how youwant your brand talked about and recommendedDescribes howbrand addressesmarket needDescribes howbrand addressesmarket needDescribes howbrand leads itsindustryDescribes howbrand leads itsindustryDefines marketdemand/customer needDefines marketdemand/customer needElaborates onmarketexpectationsElaborates onmarketexpectationsDefines howbrand ispositioned tosucceedDefines howbrand ispositioned tosucceedGoal & VisionProof Pointsand FactsProof Pointsand FactsProof Pointsand FactsProof Pointsand FactsProof Pointsand Facts
  18. 18. Discover whose recommendationsinfluence your brand’s purchasedecisions
  19. 19. Create compelling content andexperiences that engage
  20. 20. 90When engaging with people across yoursocial networks:Follow the 90 / 10 Rule90%of your time should be spent: informing them,entertaining them, educating them, sharing with them,asking for their input, and listening.10% of your time should be spent marketing to them.
  21. 21. Protect your brand byidentifying and neutralizingthreats
  22. 22. The four factorsempowering badonline behavior:No guiltThe mobRelative anonymityNo accountability
  23. 23. Customer service that getsyou recommended
  24. 24. Seven strategies for success:Provide as many opportunities for feedback as possibleMonitor all feedback avenues regularlyRespond in a timely mannerRespond with an open mindMake the appropriate apologies and explanationsSolve the problem promptlyShow the consumer that you’ve solved the problem promptlyListen, and act on, what consumers are telling you
  25. 25. Become the mostrecommended placeto work
  26. 26. Five ways socialmedia has changedHR forever:Finding the Employee’s VoiceTrue TransparencyRecruitingRetentionOrganizational Branding
  27. 27. Creating products andofferings your customerstell you they will buy
  28. 28. The benefits ofco-creation…Frequent customer engagementFresh ideasCustomer loyaltyWOM momentum
  29. 29. Built by RecommendationOmniClean
  30. 30. Thank you!PAUL M. RANDPresident/CEO of Zócalo Group@paulmrandComing Soon!September,2013
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