Prssa 2011

PRSSA October 15, 2011Think before you Tweet… Social Media and Word of Mouth Marketing

@genochurch @BrainsOnFire

We are the stories we tellBeing a part of a great story compels us to share

Gowan Pamphlet (ca. 1750–1807)

Doing greatword of mouth, means being great to customers… and great for customers

Being great to Peopleis about empowering, remarkable…awesome interactions

I’m aSocial Media Agnostic

So, let’s talksome WOM &Social Media

We need to use our BRAND AMBASSADORSSo they can get some VIRAL BUZZ and ourCOMMUNITY INFLUENCERS can EVANGELIZEthe PRODUCT SEEDING and create someSOCIAL MEDIA about it. Then we’ll TWEETabout it and update our FACEBOOK statusas we check in on FOURSQUARE.

Social Media Is Sexy

23% of people’s timespent on the Internet ison Social Media websites source: Nielsen NetView (June 2010)

22% of US consumershave at least one brand-related conversationonline source | Keller Fay & Yahoo! study (June 2010)

Social MediaHelps SMALL companies look bigger. Helps BIG companies get smaller. John Moore – Brand Autopsy

Which online platforms do consumers want to receive communications from companies: 41% 18% 7% 6%

Which online platforms do consumers want to receive communications from companies: 41% 18% 7% 6% 48%

What do consumers want from brands to offer them online:65% Coupons41% Better Customer Service28% Games/Entertainment22% Company News

WOM MarketingAn act of giving consumersa reason to talk aboutproducts and services

The typical American mentionsspecific brand names 60 timesper week in offline & onlineconversations. source | Keller Fay “ Talk Track” report (2010)

45% of US consumers haveat least one brand-relatedconversation voice-to-voiceevery day. source | Keller Fay & Yahoo! study (June 2010)

54% of US adults identifiedold-fashioned Word of Mouthas most important influencerof purchase decisions. source | “Digital Marketer Report, Experian – 2011

93% of US consumers haveat least one brand-relatedconversation face-to-faceevery day. source | Keller Fay & Yahoo! study (June 2010)

90PERCENT Word of Mouth occurs OFFLINE source: Keller Fay Group, “TalkTrack® Study (2011)

The future of YOUR business shouldnot be technology

HUMAN BEINGS

It’s about thePEOPLE stupid

PEOPLEAre the Killer App

Every keystrokeis a touchpoint

a keystrokeis more than a like

it’s a handshake

it’s an ask forhelp in the middle of night

it’s a paton the back

Every customer touchpoint –

creates a customertalking point

It takes a PERSON to make WOM happen

If you think a tweet, retweet, like, or commentis the extent of a relationship

MovementsThe magic that happens when PEOPLEshare their passion for a brand or a causeand it becomes a self-perpetuating forcefor excitement, ideas, communication,and growth.

are dry and emotionallydetached

are rootedin passion

Campaignsrely ontraditional media

rely on word of mouth,where the people are themedium

are you talkingabout yourself

are others talkingabout you

Movements are aboutthe PASSION Conversation;not the productconversation.

Your company isthe stories people tell about it…

The abolition of Child Sex Slavery and Exploitation. Nothing less.

Movements havePowerful Identities.

Fill in the blank: I AM A_______________ .

"Everywhere I go I ask what is itthat drew you to our organization?...What I hear all the time is yourcommunication of the issue.Its so powerful, so full of hope.” — Rob Morris

"Now other people are tellingher story which really is powerful." — Rob Morris

“All the band members had 146 patches on... They dedicated a songto the girls of Love146. The girls started screaming and chanting 146 -and then everybody started chanting 146. Her story is still being told." — Rob Morris

• Over 1M visits to website from almost every country in the world• Facebook: Almost 20,000 “members”• 22,150 Twitter followers• 300+ user-submitted videos related to Love146 in past year on youtube

Channeling Passion into Action: Task Forces • Since launching in November - 160 task forces have formed • Over 1,500 members have joined 146taskforce.org - place to share ideas, encouragement, photos, actions/initiatives • In US, China, Bahrain, UK, Ireland, Australia • Faith based groups, High schools/Universities, Community groups • 100 events organized already this year • Passed “Safe Harbor” law in CT; now in 5 other states

A movement is not a Spasm of Passion… We need aCollective Shout! — Rob Morris

Part One:Movements empowerPeople with Knowledge.

Part Two:Movements haveShared Ownership.

A community becomes a community when it behaves like a community

The best way to gain controlof what people are saying is to give control away.

Have the COURAGEto give up ownership

Customers and Employeesbecome advocates when they can connect their passion to thecompany and shape its message into their own.

Love is a circular transaction… by becoming FANSof your FANS, you kick off the process of returning the love

National Center for Family Literacy

The SituationThe National Center for Family Literacy and Verizon’sThinkfinity Community wanted to engage families andeducators in learning that would broaden their reachand have the potential to be a game-changer in literacyimprovement efforts.

The Mission• Help NFCL foster a community of families and educators who are passionate about inspiring kids to learn.• Create an online resource that would be a tool to ignite a new conversation around literacy.• Provide fresh and relevant content that engages a variety of audiences and works within the reality of modern family life.• Inspire a year-round, two-way conversation with families and educators.• Target kids and families during the summer months.

The Challenges• Lack of fresh and relevant content.• Content lacked diversity to engage a variety of audiences and work with the reality of families’ lives.• Parents and educators needed a free and easy way to inspire children.• Literacy and education efforts slacked during the summer months.

GETYOURHANDSDIRTY

Re-framing the conversationaround literacy began witha simple idea – start withcuriosity and learning, andliteracy will follow. Ratherthan build a website abouthow to encourage literacy,a place that nurtured thesense of wonder insideeveryone.

• Parents believe they are their child’s best teacher.• Parents look at life as their “daily classroom.”• There is an abundance of “learning resources” out there, but people don’t have time to research and implement them.• Can’t afford tutors, after-school services or special classes.

The OpportunityBuild an online community that families and educatorscould enjoy together.Start with curiosity and literacy would follow.Develop content strategy around the“Wonder of the Day.”

A growing movement

• In its first month, Wonderopolis attracted over 18,500 visitors.• Between January-August, 2011, the number of monthly unique visitors grew by 670%.• No money was spent on a marketing effort, and growth was fueled entirely by people talking about and sharing Wonderopolis organically.• The number of Wonderopolis Facebook and Twitter followers has steadily grown since launch, averaging 150 and 141 new fans each month, respectively.

• Wonderopolis has enjoyed numerous (unsolicited) favorable reviews in 100+ online publications and blogs.• Recently, Time Magazine named Wonderopolis one of 2011’s “50 Best Websites.” • EducationWorld.com gave Wonderopolis 5 stars for its high-quality information and ability to bring fun into the classroom.

So, do you trust PEOPLE?

I meanreally trust PEOPLE?

TRUST gives permissionto employees and customers to share their passions in authentic ways.

Walk, listen, and talk with yourEmployees and CustomersShow them you Care about themValue what they have to sayPut what you’ve learned into ActionEmpower your Hand-raisers

Dig downto reach Up

Go back to your Rootsfor the fruits Joey Reiman

Be FAMOUS for thePEOPLE, who love you for the way you LOVE them

Geno ChurchWOM Inspiration Officer@GenoChurch

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Prssa 2011

by Brains On Fire

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