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...
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 (Ju...
Social MediaHelps SMALL companies look bigger. Helps BIG companies get smaller.                       John Moore – Brand A...
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%     ...
What do consumers want from brands        to offer them online:65% Coupons41% Better Customer Service28% Games/Entertainme...
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...
45% of US consumers haveat least one brand-relatedconversation voice-to-voiceevery day.                source | Keller Fay...
54% of US adults identifiedold-fashioned Word of Mouthas most important influencerof purchase decisions.              sour...
93% of US consumers haveat least one brand-relatedconversation face-to-faceevery day.               source | Keller Fay & ...
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 fo...
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...
"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 ...
• Over 1M visits to website from almost  every country in the world• Facebook: Almost 20,000 “members”• 22,150 Twitter fol...
Channeling Passion into Action: Task Forces • Since launching in November - 160 task forces have formed • Over 1,500 membe...
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        in...
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 andeduca...
The Mission• Help NFCL foster a community of families and educators  who are passionate about inspiring kids to learn.• Cr...
The Challenges• Lack of fresh and relevant content.• Content lacked diversity to engage a variety of audiences and  work w...
GETYOURHANDSDIRTY
Re-framing the conversationaround literacy began witha simple idea – start withcuriosity and learning, andliteracy will fo...
• Parents believe they are  their child’s best teacher.• Parents look at life as  their “daily classroom.”• There is an ab...
The OpportunityBuild an online community that families and educatorscould enjoy together.Start with curiosity and literacy...
A growing movement
• In its first month, Wonderopolis attracted over 18,500 visitors.• Between January-August, 2011, the number of monthly un...
• Wonderopolis has enjoyed  numerous (unsolicited)  favorable reviews in 100+  online publications  and blogs.• Recently, ...
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 yo...
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

  1. 1. PRSSA October 15, 2011Think before you Tweet… Social Media and Word of Mouth Marketing
  2. 2. @genochurch @BrainsOnFire
  3. 3. We are the stories we tellBeing a part of a great story compels us to share
  4. 4. Gowan Pamphlet (ca. 1750–1807)
  5. 5. Doing greatword of mouth, means being great to customers… and great for customers
  6. 6. Being great to Peopleis about empowering, remarkable…awesome interactions
  7. 7. I’m aSocial Media Agnostic
  8. 8. So, let’s talksome WOM &Social Media
  9. 9. 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.
  10. 10. Social Media Is Sexy
  11. 11. 23% of people’s timespent on the Internet ison Social Media websites source: Nielsen NetView (June 2010)
  12. 12. 22% of US consumershave at least one brand-related conversationonline source | Keller Fay & Yahoo! study (June 2010)
  13. 13. Social MediaHelps SMALL companies look bigger. Helps BIG companies get smaller. John Moore – Brand Autopsy
  14. 14. Which online platforms do consumers want to receive communications from companies: 41% 18% 7% 6%
  15. 15. Which online platforms do consumers want to receive communications from companies: 41% 18% 7% 6% 48%
  16. 16. What do consumers want from brands to offer them online:65% Coupons41% Better Customer Service28% Games/Entertainment22% Company News
  17. 17. WOM MarketingAn act of giving consumersa reason to talk aboutproducts and services
  18. 18. The typical American mentionsspecific brand names 60 timesper week in offline & onlineconversations. source | Keller Fay “ Talk Track” report (2010)
  19. 19. 45% of US consumers haveat least one brand-relatedconversation voice-to-voiceevery day. source | Keller Fay & Yahoo! study (June 2010)
  20. 20. 54% of US adults identifiedold-fashioned Word of Mouthas most important influencerof purchase decisions. source | “Digital Marketer Report, Experian – 2011
  21. 21. 93% of US consumers haveat least one brand-relatedconversation face-to-faceevery day. source | Keller Fay & Yahoo! study (June 2010)
  22. 22. 90PERCENT Word of Mouth occurs OFFLINE source: Keller Fay Group, “TalkTrack® Study (2011)
  23. 23. The future of YOUR business shouldnot be technology
  24. 24. HUMAN BEINGS
  25. 25. It’s about thePEOPLE stupid
  26. 26. PEOPLEAre the Killer App
  27. 27. Every keystrokeis a touchpoint
  28. 28. a keystrokeis more than a like
  29. 29. it’s a handshake
  30. 30. it’s an ask forhelp in the middle of night
  31. 31. it’s a paton the back
  32. 32. Every customer touchpoint –
  33. 33. creates a customertalking point
  34. 34. It takes a PERSON to make WOM happen
  35. 35. If you think a tweet, retweet, like, or commentis the extent of a relationship
  36. 36. 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.
  37. 37. are dry and emotionallydetached
  38. 38. are rootedin passion
  39. 39. Campaignsrely ontraditional media
  40. 40. rely on word of mouth,where the people are themedium
  41. 41. are you talkingabout yourself
  42. 42. are others talkingabout you
  43. 43. Movements are aboutthe PASSION Conversation;not the productconversation.
  44. 44. Your company isthe stories people tell about it…
  45. 45. The abolition of Child Sex Slavery and Exploitation. Nothing less.
  46. 46. Movements havePowerful Identities.
  47. 47. Fill in the blank: I AM A_______________ .
  48. 48. "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
  49. 49. "Now other people are tellingher story which really is powerful." — Rob Morris
  50. 50. “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
  51. 51. • 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
  52. 52. 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
  53. 53. A movement is not a Spasm of Passion… We need aCollective Shout! — Rob Morris
  54. 54. Part One:Movements empowerPeople with Knowledge.
  55. 55. Part Two:Movements haveShared Ownership.
  56. 56. A community becomes a community when it behaves like a community
  57. 57. The best way to gain controlof what people are saying is to give control away.
  58. 58. Have the COURAGEto give up ownership
  59. 59. Customers and Employeesbecome advocates when they can connect their passion to thecompany and shape its message into their own.
  60. 60. Love is a circular transaction… by becoming FANSof your FANS, you kick off the process of returning the love
  61. 61. National Center for Family Literacy
  62. 62. 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.
  63. 63. 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.
  64. 64. 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.
  65. 65. GETYOURHANDSDIRTY
  66. 66. 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.
  67. 67. • 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.
  68. 68. 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.”
  69. 69. A growing movement
  70. 70. • 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.
  71. 71. • 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.
  72. 72. So, do you trust PEOPLE?
  73. 73. I meanreally trust PEOPLE?
  74. 74. TRUST gives permissionto employees and customers to share their passions in authentic ways.
  75. 75. 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
  76. 76. Dig downto reach Up
  77. 77. Go back to your Rootsfor the fruits Joey Reiman
  78. 78. Be FAMOUS for thePEOPLE, who love you for the way you LOVE them
  79. 79. Geno ChurchWOM Inspiration Officer@GenoChurch

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