The New World of Word Of Mouth

THE NEW WORLD OF WORD OF MOUTH

The mad men shout: “ Help! I can’t reach my drones with my ” message; they’re talking on their own!

“ 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 advertising budget!

“ 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 ” to advertised brands.

REAL “ Consumer skepticism has become a THREAT ” to advertised brands. —BusinessWeek 1939

“ 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. ” —Bill Bernbach 1968

SO WHAT’S CHANGED?

larger & TECHNOLOGY has given people larger bullhorns to drown out the messages of advertisers.

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.

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 product.

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.

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 a top reviewer.

People only want to achieve status in CENTRAL relation to brands that play a ROLE in their lives.

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 that. Word of mouth is very powerful. —Jeff Bezos, CEO Amazon.com

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 THEY DO.

“ 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

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.

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 communities...

...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 BRANDS KNOW HOW TO EXCEED THEIR CUSTOMERS’ EXPECTATIONS.

“” 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 customers something to talk about.

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 experience I ever had. ” ’ —Tony Hsieh, CEO Zappos

THE HOLY GRAIL OF MARKETING is not attained through manipulation. GREAT BRANDS become talk-worthy by serving their customers better than anyone else.

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) you gives them status in the eyes of their peers.

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.

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

by Cult Branding on Apr 01, 2009

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The New World of Word Of Mouth — Presentation Transcript