THE NEW
WORLD OF
WORD
OF
MOUTH
w w w. c u l t b r a n d i n g . c o m




CREATED BY aaron shields DESIGNED BY melissa thornton

          ©2009 The Cult...
The
mad
men
shout:


“
Help! I can’t reach my drones with my




                                     ”
message; they’re t...
“
It took me 3 spots to reach 80% of women




                                ”
18-49. Now it takes more than 97!
“
I can’t buy first weekend gross—
bad word of mouth drowns out my




                           ”
$35 million advertisin...
“
I’m lost in this
new world. My
budget no longer
controls the
drones!

      ”
Sorry Mad Men.
  THIS
WORLD
 ISN’T
 NEW: You just haven’t been paying attention.
REAL

“
Consumer skepticism has become a
                           THREAT


                                            ”...
REAL

“
Consumer skepticism has become a
                           THREAT


                                            ”...
“
Do you know that
85% of ads don’t get
looked at?...They
ignore us...We’re right
about everything, but
nobody looks.

   ...
“
Do you know that
85% of ads don’t get
looked at?...They
ignore us...We’re right
about everything, but
nobody looks.

   ...
SO
   WHAT’S
CHANGED?
larger &
TECHNOLOGY has given people


                              larger
                              bullhorns to dro...
Casey Neistat’s iPod battery dies but
Apple’s battery replacement costs as
much as a new iPod.
                           ...
A few days
    later his
website has
40,000 hits.
   By the
end of the
  month it
 has over
1,000,000
      hits.
Apple changes its
battery replacement policy.
ENABLED
So how do you get the
                CONSUMER
                to talk about your brand?
You can’t unless you want to be another
RAGING COW.
Dr Pepper/Seven Up
hired people to blog positively about Raging Cow,
leading to consumer outrage and the failure of the pr...
Dr Pepper/Seven Up
hired people to blog positively about Raging Cow,
leading to consumer outrage and the failure of the pr...
Mixing your message with the
consumers’ authentic opinions

POLLUTES the word-of-mouth stream.
HARNESSING
the power of word of mouth isn’t about telling people
what to say or giving them incentives to talk.
It’s about giving them something

THEY WANT        to talk about.
So why
would they
  naturally
   want to
     TALK
  ABOUT
    YOUR
 BRAND?
THE CRUX OF
WORD OF MOUTH
People talk about brands because it benefits them.
By talking about your brand, people provide

NEW,
VALUABLE
INFORMATION                            to their peers.
People who provide valuable

               STATUS
information gain

               in their communities.
Amazon provides a place where people
can come together, give their opinions on
millions of products, and achieve status as...
People only want to achieve status in
                            CENTRAL
relation to brands that play a

                ...
Harnessing the power of
word of mouth starts with

        WHAT YOUR
learning



        CUSTOMERS
        TRULY WANT.
Once you know,
you can design
your brand to play

         MEANINGFUL
to what’s

                     to your customers.
“
The philosophy we’ve
taken from the
beginning is if you do
build a great
experience,
customers tell each
other about tha...
But the

EXPERIENCE
most companies provide isn’t the one
their customers want.
80% of companies think they’re offering a
superior experience, BUT ONLY 8% OF
                  CUSTOMERS THINK
          ...
“
You must decide what you stand for,
and then you must align every one
of your systems to reinforce it. You
RECRUIT FOR I...
Most hotel
chains
promise
superior
service. AT THE   FOUR SEASONS,
                  part of the employees’
              ...
A superior customer experience fosters a

        SENSE OF
       BELONGING
between the CUSTOMERS and the BRAND.
POWERFUL BRANDS
        provide platforms for
        their customers to come
        together and form
        communitie...
...and provide their customers ways to STAND OUT
and WIN PRESTIGE AMONG THEIR PEERS.
If your product only lives up to the
hype, there’s no reason for people
to talk about it. TALK-WORTHY
                    ...
“”
    Very good
isn’t enough to generate talk.
Talk-worthy brands
establish a new level of


WOW!
These brands allow customers to discover
some of their best features on their own.

THE ELEMENT
OF SURPRISE
gives customer...
Zappos often surprises its customers
with free overnight delivery upgrades.
“
Our goal with every
interaction is for the
customer to walk
away saying, Wow
               ‘
that was the best
experien...
THE HOLY GRAIL
OF MARKETING
is not attained through manipulation.

GREAT BRANDS become talk-worthy by serving
their custom...
REMEMBER,
people only shout your virtues when two conditions are filled:
REMEMBER,
people only shout your virtues when two conditions are filled:

     When providing information about
1)
     yo...
REMEMBER,
people only shout your virtues when two conditions are filled:

     When providing information about
1)
     yo...
Never forget, you must


LISTEN
to your customers before they’ll be
willing to talk about you.
visit the
word-of-
 mouth
learning
 center @ www.cultbranding.com/wom
from the creative minds @ www.cultbranding.com


                    join us
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The New World of Word Of Mouth

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Generating authentic word of mouth doesn't depend on giving people incentives to talk; it relies on giving people something they naturally want to talk about. This presentation reveals the biological drivers that make people talk about your brand and how you can put those drivers to work for your business.

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The New World of Word Of Mouth

  1. 1. THE NEW WORLD OF WORD OF MOUTH
  2. 2. w w w. c u l t b r a n d i n g . c o m CREATED BY aaron shields DESIGNED BY melissa thornton ©2009 The Cult Branding Company
  3. 3. The mad men shout: “ Help! I can’t reach my drones with my ” message; they’re talking on their own!
  4. 4. “ It took me 3 spots to reach 80% of women ” 18-49. Now it takes more than 97!
  5. 5. “ I can’t buy first weekend gross— bad word of mouth drowns out my ” $35 million advertising budget!
  6. 6. “ I’m lost in this new world. My budget no longer controls the drones! ”
  7. 7. Sorry Mad Men. THIS WORLD ISN’T NEW: You just haven’t been paying attention.
  8. 8. REAL “ Consumer skepticism has become a THREAT ” to advertised brands.
  9. 9. REAL “ Consumer skepticism has become a THREAT ” to advertised brands. —BusinessWeek 1939
  10. 10. “ Do you know that 85% of ads don’t get looked at?...They ignore us...We’re right about everything, but nobody looks. ”
  11. 11. “ Do you know that 85% of ads don’t get looked at?...They ignore us...We’re right about everything, but nobody looks. ” —Bill Bernbach 1968
  12. 12. SO WHAT’S CHANGED?
  13. 13. larger & TECHNOLOGY has given people larger bullhorns to drown out the messages of advertisers.
  14. 14. Casey Neistat’s iPod battery dies but Apple’s battery replacement costs as much as a new iPod. Casey posts an anti-Apple video and sends it to a few friends.
  15. 15. A few days later his website has 40,000 hits. By the end of the month it has over 1,000,000 hits.
  16. 16. Apple changes its battery replacement policy.
  17. 17. ENABLED So how do you get the CONSUMER to talk about your brand?
  18. 18. You can’t unless you want to be another RAGING COW.
  19. 19. Dr Pepper/Seven Up hired people to blog positively about Raging Cow, leading to consumer outrage and the failure of the product.
  20. 20. Dr Pepper/Seven Up hired people to blog positively about Raging Cow, leading to consumer outrage and the failure of the product. “ This website is FAKE. When you are advertising under false pretenses and not being up-front about what you’re doing … that isn’t just wrong, it’s immoral and disgusting.
  21. 21. Mixing your message with the consumers’ authentic opinions POLLUTES the word-of-mouth stream.
  22. 22. HARNESSING the power of word of mouth isn’t about telling people what to say or giving them incentives to talk.
  23. 23. It’s about giving them something THEY WANT to talk about.
  24. 24. So why would they naturally want to TALK ABOUT YOUR BRAND?
  25. 25. THE CRUX OF WORD OF MOUTH People talk about brands because it benefits them.
  26. 26. By talking about your brand, people provide NEW, VALUABLE INFORMATION to their peers.
  27. 27. People who provide valuable STATUS information gain in their communities.
  28. 28. Amazon provides a place where people can come together, give their opinions on millions of products, and achieve status as a top reviewer.
  29. 29. People only want to achieve status in CENTRAL relation to brands that play a ROLE in their lives.
  30. 30. Harnessing the power of word of mouth starts with WHAT YOUR learning CUSTOMERS TRULY WANT.
  31. 31. Once you know, you can design your brand to play MEANINGFUL to what’s to your customers.
  32. 32. “ The philosophy we’ve taken from the beginning is if you do build a great experience, customers tell each other about that. Word of mouth is very powerful. —Jeff Bezos, CEO Amazon.com
  33. 33. But the EXPERIENCE most companies provide isn’t the one their customers want.
  34. 34. 80% of companies think they’re offering a superior experience, BUT ONLY 8% OF CUSTOMERS THINK THEY DO.
  35. 35. “ You must decide what you stand for, and then you must align every one of your systems to reinforce it. You RECRUIT FOR IT, you SELECT FOR IT, you ORIENT FOR IT, you TRAIN FOR IT, you REWARD IT, you PROMOTE FOR IT, and you TERMINATE THOSE THAT DON’T HAVE IT. ” —John Young, former EVP, Human Resources, Four Seasons
  36. 36. Most hotel chains promise superior service. AT THE FOUR SEASONS, part of the employees’ orientation program is geared towards helping the employees understand how they can delight their customers.
  37. 37. A superior customer experience fosters a SENSE OF BELONGING between the CUSTOMERS and the BRAND.
  38. 38. POWERFUL BRANDS provide platforms for their customers to come together and form communities...
  39. 39. ...and provide their customers ways to STAND OUT and WIN PRESTIGE AMONG THEIR PEERS.
  40. 40. If your product only lives up to the hype, there’s no reason for people to talk about it. TALK-WORTHY BRANDS KNOW HOW TO EXCEED THEIR CUSTOMERS’ EXPECTATIONS.
  41. 41. “” Very good isn’t enough to generate talk.
  42. 42. Talk-worthy brands establish a new level of WOW!
  43. 43. These brands allow customers to discover some of their best features on their own. THE ELEMENT OF SURPRISE gives customers something to talk about.
  44. 44. Zappos often surprises its customers with free overnight delivery upgrades.
  45. 45. “ Our goal with every interaction is for the customer to walk away saying, Wow ‘ that was the best experience I ever had. ” ’ —Tony Hsieh, CEO Zappos
  46. 46. THE HOLY GRAIL OF MARKETING is not attained through manipulation. GREAT BRANDS become talk-worthy by serving their customers better than anyone else.
  47. 47. REMEMBER, people only shout your virtues when two conditions are filled:
  48. 48. REMEMBER, people only shout your virtues when two conditions are filled: When providing information about 1) you gives them status in the eyes of their peers.
  49. 49. REMEMBER, people only shout your virtues when two conditions are filled: When providing information about 1) you gives them status in the eyes of their peers. When what you supply is meaningful 2) to them.
  50. 50. Never forget, you must LISTEN to your customers before they’ll be willing to talk about you.
  51. 51. visit the word-of- mouth learning center @ www.cultbranding.com/wom
  52. 52. from the creative minds @ www.cultbranding.com join us
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