Confessions of a WOM Agent

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Presentation for NewComm 2010 - San Mateo, CA

Sharing Brains On Fire Lessons and Confession learned from igniting Word of Mouth Movements.

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Confessions of a WOM Agent

  1. 1. CONFESSIONS WOM OF A @genochurch AGENT
  2. 2. We create sustainable word of mouth movements and remarkable brand identities for corporations, products, organizations and communities.
  3. 3. I’M SOCIAL MEDIA AGNOSTIC
  4. 4. We need to use our BRAND AMBASSDORS so they can get some VIRAL BUZZ and our COMMUNITY INFLUENCERS can EVANGELIZE the PRODUCT SEEDING and create some SOCIAL MEDIA about it. Then we’ll TWEET about it and update our FACEBOOK status.
  5. 5. I’M SORRY, BUT WTF?
  6. 6. TOOLS AND TACTICS FASCINATION
  7. 7. IT’S ABOUT THE PEOPLE, STUPID!
  8. 8. PEOPLE ARE THE KILLER APP
  9. 9. IT’S NOT HOW YOU DO IT… THE KILLER APP YOU, WITHDO IS YOU AND WHAT IT…
  10. 10. BRANDS AND ORGANIZATIONS ARE THE STORIES EMPLOYEES, THAT THEIR CUSTOMERS TELL…
  11. 11. STORIES PROVIDE CONNECTIONS
  12. 12. REFRAME THE CONVERSATION AND THE TACTICS WILL COME.
  13. 13. MOVEMENTS ELEVATE AND EMPOWER PEOPLE TO UNITE A COMMUNITY AROUND A COMMON CAUSE, PASSION, BRAND OR ORGANIZATION
  14. 14. GIVE THE POWER TO PEOPLE CRANKITUP! EMPLOYEES, CUSTOMERS, OUR FANS… TO ELEVEN!
  15. 15. 10 LESSONS LEARNED IGNITING WORD OF MOUTH MOVEMENTS
  16. 16. 1: MOVEMENTS BUILT ON PASSION ARE
  17. 17. IT’S NOT ABOUT YOU, THEM! IT’S ABOUT
  18. 18. “Reframing the conversation is about going from what role does our products play in people’s lives, to what role can we play? It’s from a product role to a social role.” –Justin Foo, Phd
  19. 19. 2: MOVEMENTS BEGIN WITH THE FIRST CONVERSATION
  20. 20. WE DON’T KNOW KNOW WE DON’T
  21. 21. BURN THE NONDISCLOSURE AGREEMENT
  22. 22. 3: MOVEMENTS HAVE INSPIRATIONAL LEADERSHIP
  23. 23. INFLUENCE CAN BE MADE PASSION CAN’T!
  24. 24. REMEMBER IT ONL Y ONE! TAKES
  25. 25. 4: MOVEMENTS HAVE a BARRIER OF ENTRY
  26. 26. ALLOW MEMBERS TO PUT S0ME SKIN IN THE GAME.
  27. 27. 5: MOVEMENTS EMPOWER PEOPLE WITH KNOWLEDGE
  28. 28. BECAUSE KNOWLEDGE IS POWER, WHEN YOU GIVE YOUR FANS KNOWLEDGE, YOUR EMPOWERING THEM
  29. 29. 6: MOVEMENTS HAVE POWERFUL INDENTITIES
  30. 30. FILL IN THE BLANK: “I AM A_________.”
  31. 31. EVERYONE WANTS TO BE A PART OF SOMETHING BIGGER THAN THEMSELVES
  32. 32. THE ABOLITION OF CHILD SEX SLAVERY AND EXPLOITATION. NOTHING LESS.
  33. 33. A Church in Long Island, New York was just given a winning 3 million dollar lottery ticket by a member of their congregation. The Church in turn donated $200,000 to Love 146. This made big news, the Pastor has been on Good Morning America, The Early Show, etc. talking about us. Great awareness!
  34. 34. A MOVEMENT IS NOT A SPASM OF PASSION
  35. 35. 7: MOVEMENTS ENCOURAGE OWNERSHIP
  36. 36. BUILD IT LIKE YOUR GOING TO RUN OUT OF MONEY TOMORROW
  37. 37. FRIENDS BEST RULES APPLY
  38. 38. 8: MOVEMENTS MAKE ADVOCATES/MEMBERS FEEL LIKE ROCKSTARS
  39. 39. RESPONSIBILITY = APPRECIATION = OWNERSHIP = ROCK ARS ST
  40. 40. 9: MOVEMENTS LIVE ONLINE AND OFFLINE
  41. 41. PRACTICE MAKES IMPERFECTION
  42. 42. 10: MOVEMENTS GET RESULTS
  43. 43. MAKE THE STORY BIGGER
  44. 44. IS YOUR BRAND ETHOS MADE OF STORIESORADS?
  45. 45. BE FAMOUS FOR THE PEOPLE WHO THE WAY YOU FOR LOVE YOU LOVE THEM

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