Steve Knox CEO Procter & Gamble Tremor/Vocalpoint

Innovators Early Adopters Early Majority Late Majority Laggards Connectors Wide and Deep Social Networks Trend Spreaders , not Trend Setters The Right Consumer Word of Mouth Advocacy Begins with “The Right Consumer” ... The Product Adoption Curve % of Population Adopting The Product Adoption Curve Time

Word of Mouth Advocacy The Right Message The Right Message

Word of Mouth Advocacy The Right Message The Right Message There is a message the consumer wants to HEAR There is a message the consumer wants to SHARE

Word of Mouth Advocacy The Right Message There is a message the consumer wants to HEAR There is a message the consumer wants to SHARE THEY ARE ALWAYS DIFFERENT The Right Message

Word of Mouth Advocacy The Right Message The Right Message Predictive Testing Test Word of Mouth Concepts Quantitatively Compare to over 800 concepts in database Social Currency Easy to Talk About Easy to Observe Narrow vs. Broad Interest How likely is it that the product/idea will be talked about within social networks? Amplification Factors “ Reason to Share” Exclusivity of Information Likeability How New/different Simplicity Does the connector think the product/idea is worth his/her advocacy? Advocacy Factors “ Reason to Care”

Predictive Testing

Test Word of Mouth Concepts Quantitatively

Compare to over 800 concepts in database

Social Currency

Easy to Talk About

Easy to Observe

Narrow vs. Broad Interest

Exclusivity of Information

Likeability

How New/different

Simplicity

Amplification ) Advocacy Low Low High High Amplification Issues High WOM Potential Advocacy Issues Low WOM Potential The Right Message Danger Zone “ Buzz Marketing” (Amplification without Advocacy) Does Not Drive Business Results

Reproduction Rate Number of People Converted Probability of Conversion Reach of Message

Reproduction Rate Number of People Converted Probability of Conversion Reach of Message x 1.0 2 .5 .6 6 .1 1.2 4 .3 Reproduction Reach Probability

Number of People Converted Probability of Conversion Reach of Message Advocacy Level Influence Level Frequency Level Total Size of Network % Receptive to Message Engagement Level Some Factors Influencing Reproduction Rate

Psychological Science of Word of Mouth Advocacy Disruptive Equilibrium Human mind pre-wired to talk when equilibrium is disrupted. Word of Mouth Advocacy activates this phenomenon “ Why Do People Share Ideas?”

Disruptive Equilibrium

Human mind pre-wired to talk when equilibrium is disrupted. Word of Mouth Advocacy activates this phenomenon

Science of Word of Mouth Advocacy “ Buzz Tactics”

Science of Word of Mouth Advocacy “ Buzz Tactics” Disruptive Equilibrium

Science of Word of Mouth Advocacy “ Buzz Tactics” Disruptive Equilibrium Brand Foundational Truth They Must Be Connected!!!!