The  Social izing of  Word of Mouth Tweet  what?
Man Groomer
WOM Evolution The last decade… A long, long, long time…
 
 
Bait (617) 555-3938
Bait (617) 555-3938
 
 
Astro Turfing
Real Time  Connections To  your Community  (and others!) At  Massive Scale
 
Social Media has overtaken  porn  as the #1 media on the Web
X X X July 2008
 
FAIL FAIL
 
delete 10 of your Facebook friends and get a free Whopper
 
 
 
 
Scale Jacking
 
 
 
 
The Social Media Guru
Updated Guides concerning endorsements  and testimonials in advertising
Bloggers and other reviewers must disclose any payments or free products they receive from advertisers
Mary Engle The Guides Explained
Mary Engle The $11,000 Question
 
 
 
 
You cannot use  customer testimonials  or endorsements that  are atypical
How good are  you  at monitoring  and enforcing the FTC’s Guidelines?
Mary Engle Video
 
Mary Engle Video
Compliance Assurance Team Advocate submits Word of Mouth content Up to 200 trained experts on staff to read and review Dat...
Mini intermission
4 key social media tools for  generating word of mouth  Celebrity 1 Value 2 Scarcity 3 Exclusivity 4
Mary Engle Video Social Media Tool #1: Generate Celebrity
 
“ I just looked at my followers number and said to myself ‘ where did all these people come from?’ ”
 
Celebrity of Knowledge:  “BzzAgent Girl”
Mary Engle Video Social Media Tool #2:  Offer Incredible Value
 
 
 
 
Mary Engle Video Social Media Tool #3:  Make it Scarce
Mary Engle Video Scarcity:  Google Wave
Mary Engle Video Social Media Tool #4:  Provide Exclusivity
 
 
 
My tummy aches…  
Ty’s Ten (WOM) Tips 1. Reasonable Price  2. Keep it Secretive  3. Surprise People  4. Limit Production  5. Avoid Large Cha...
Ty’s Ten (WOM) Tips 1. Reasonable Price  2. Keep it Secretive  3. Surprise People  4. Limit Production  5. Avoid Large Cha...
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Dave Balter Presentation, Fall 2009

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Dave Balter, CEO of BzzAgent, November 2009 slides for speaking gigs...

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  • For a whopping $0.65 cents you can write a 5 out of 5 review of a Belkin product, and downrank negative reviews while you're at it. Michael Bayard is a Business Development Representative at Belkin, and seems to have pulled the Mechanical Turk posting, but the him and his company have yet to comment publicly. Say it ain't so, Mike!
  • For a whopping $0.65 cents you can write a 5 out of 5 review of a Belkin product, and downrank negative reviews while you're at it. Michael Bayard is a Business Development Representative at Belkin, and seems to have pulled the Mechanical Turk posting, but the him and his company have yet to comment publicly. Say it ain't so, Mike!
  • Geo-targeted recruiting to help the client perform match-market testing (we don’t know the approach or results; we just know the client always structures our program markets to facilitate other tests) BzzKit included: package of the product and coupons to pass-along, an educational book about allergies for the kids Each Agent influenced 42 communications 32% of competitor households switched to the brand as a result of campaign participation
  • Dave Balter Presentation, Fall 2009

    1. 1. The Social izing of Word of Mouth Tweet what?
    2. 2. Man Groomer
    3. 3. WOM Evolution The last decade… A long, long, long time…
    4. 6. Bait (617) 555-3938
    5. 7. Bait (617) 555-3938
    6. 10. Astro Turfing
    7. 11. Real Time Connections To your Community (and others!) At Massive Scale
    8. 13. Social Media has overtaken porn as the #1 media on the Web
    9. 14. X X X July 2008
    10. 16. FAIL FAIL
    11. 18. delete 10 of your Facebook friends and get a free Whopper
    12. 23. Scale Jacking
    13. 28. The Social Media Guru
    14. 29. Updated Guides concerning endorsements and testimonials in advertising
    15. 30. Bloggers and other reviewers must disclose any payments or free products they receive from advertisers
    16. 31. Mary Engle The Guides Explained
    17. 32. Mary Engle The $11,000 Question
    18. 37. You cannot use customer testimonials or endorsements that are atypical
    19. 38. How good are you at monitoring and enforcing the FTC’s Guidelines?
    20. 39. Mary Engle Video
    21. 41. Mary Engle Video
    22. 42. Compliance Assurance Team Advocate submits Word of Mouth content Up to 200 trained experts on staff to read and review Data is bucketed and content is scored. Individual discussions are developed Approved Content: Distributed via social media 1 2 4b 3 Database of Agent Reports Reports Analyzed: Themes, opinions, actions taken 4a
    23. 43. Mini intermission
    24. 44. 4 key social media tools for generating word of mouth Celebrity 1 Value 2 Scarcity 3 Exclusivity 4
    25. 45. Mary Engle Video Social Media Tool #1: Generate Celebrity
    26. 47. “ I just looked at my followers number and said to myself ‘ where did all these people come from?’ ”
    27. 49. Celebrity of Knowledge: “BzzAgent Girl”
    28. 50. Mary Engle Video Social Media Tool #2: Offer Incredible Value
    29. 55. Mary Engle Video Social Media Tool #3: Make it Scarce
    30. 56. Mary Engle Video Scarcity: Google Wave
    31. 57. Mary Engle Video Social Media Tool #4: Provide Exclusivity
    32. 61. My tummy aches… 
    33. 62. Ty’s Ten (WOM) Tips 1. Reasonable Price 2. Keep it Secretive 3. Surprise People 4. Limit Production 5. Avoid Large Chains 6. Simplicity 7. Personification 8. Variety 9. Retirements 10. Risk
    34. 63. Ty’s Ten (WOM) Tips 1. Reasonable Price 2. Keep it Secretive 3. Surprise People 4. Limit Production 5. Avoid Large Chains 6. Simplicity 7. Personification 8. Variety 9. Retirements 10. Risk
    35. 64. Thanks!
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