Word of Mouth - Fizz - iStrategy Atlanta

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  • According to Richard Edelman, CEO and President of Edelman, “We have reached an important juncture, where the lack of trust in established institutions and figures of authority has motivated people to trust their peers as the best sources of information about a company.” As a result, concludes Edelman, “Companies need to move away from sole reliance on top-down messages delivered to elites toward fostering peer-to-peer dialogue among consumer and employees, activating a company’s most credible advocates.”
  • And recommendations from personal contacts are regarded as having the greatest influence on brand choice.
  • Predict success; Measure velocity; Find new opportunities
  • Word of Mouth - Fizz - iStrategy Atlanta

    1. 2. People Don’t Trust Advertising . . . don’t believe that companies tell the truth in advertisements 76 % <ul><ul><li>Yankelovich, 2010 </li></ul></ul>
    2. 3. . . .People Trust Others trust other people “like themselves”. Up from 22% in 2003. Source: Edelman Trust Barometer 68 %
    3. 4. That Trust Extends to Product Advice cite WOM as best source for product ideas. Up from 67% in ’77. Sources: McKinsey & Company (2010), GfK NOP/Roper (2008) 92 %
    4. 5. Their Recommendations Impact CHOICE . . . Source: Millward Brown, WOM Influence Study, 2011 choose brand solely due to recommendation 19 % I chose the brand solely because of the recommendation I chose the brand partly on the basis of the recommendation I would have chosen the brand regardless I chose a different brand despite this recommendation Personal contacts % Company led % Independent reviews/ press % Blogs/chats/ message boards %
    5. 6. WHO
    6. 7. Just About Everyone Is Talking . . . of all Americans talk about at least 1 brand a day (and average 10) 76 % of every conversation in America includes something about a product or service 15 % Source: Northeastern University Source: TalkTrack™, Keller Fay Group, 2011
    7. 8. And They’re Talking Frequently marketing relevant conversations per week per person 112 Source: TalkTrack™, Keller Fay Group, 2011
    8. 9. But Some People Talk More Than Others . . . times as many brand conversations per week come from Influencers 2x McKinsey & Company, 2010
    9. 10. WHERE
    10. 11. The Majority Of WOM Conversations Are Occurring Offline . . . of WOM conversations are face-to-face 71 % Sources: McKinsey & Company 2010; Keller Fay Group, 2011
    11. 12. Conversation Rules. Everything Else Drools.
    12. 13. WHAT
    13. 14. . . . And Can Be Stimulated By A Brand’s Own Marketing And Media of brand conversations refer to brand marketing or media 40 % Source: TalkTrack™, Keller Fay Group, 2011 Websites Company 8% Point of Purchase 5% Promotion 4% Other* 1% No Media Referenced 59% Advertising 15% Editorial 8%
    14. 15. HOW
    15. 16. <ul><li>Identify a “Leadership” group </li></ul><ul><li>Find the talkers </li></ul><ul><li>Give them something to about </li></ul><ul><li>Create the tools to get the movement started </li></ul><ul><li>Allow people to join the movement </li></ul><ul><li>Measure results </li></ul>talk Recipe For WOMM Success
    16. 17. CASE STUDY
    17. 19. Goal: Sell more chocolate milk
    18. 20. Insight: Chocolate milk is the best drink to drink after strenuous activity
    19. 21. Insight 2: to reach middle school, sell to high school
    20. 22. High school kids are surly, cynical and rebellious
    21. 23. Solution: “Coach” Coaches
    22. 24. Activation
    23. 25. Results <ul><li>Consumption increased by 485% </li></ul><ul><li>1,000 new points of distribution were added </li></ul><ul><li>Created significant national earned media </li></ul><ul><ul><li>ESPN </li></ul></ul><ul><ul><li>Men’s Health </li></ul></ul><ul><ul><li>LA times </li></ul></ul><ul><li>Dairies added capacity </li></ul><ul><li>NFL now co-promotes across the US. </li></ul>
    24. 26. Some other brands we have worked with
    25. 27. Ted Wright [email_address] or @fizz_womm 404.638.1066 Thank You
    26. 28. . . . but digital continues to grow © 2010 Experian Information Solutions, Inc.
    27. 29. Fizz’s “Great Truths of WOMM ” <ul><li>Great products sample, average products advertise so “ sample, sample , sample ” </li></ul><ul><li>Invite people to sample. Never interrupt or intercept. </li></ul><ul><li>PR is important. It validates WOMM and adds velocity. </li></ul><ul><li>Work with the Influencers you have identified early. Teach them your brand story and they will share. </li></ul><ul><li>Stories are shared if they are: </li></ul><ul><ul><li>Interesting </li></ul></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Authentic </li></ul></ul>
    28. 30. Measurement Our preferred measurement for WOMM success: Increased Sales Face to face <ul><li>Can: </li></ul><ul><li>Capture the vast majority of WOMM conversation </li></ul><ul><li>Compare your WOMM share to your competitors. </li></ul><ul><li>Great for: </li></ul><ul><li>Tracking face to face conversation in close proximity to real time </li></ul>“ Epidemiological” <ul><li>Can: </li></ul><ul><li>Show exact path of message spread </li></ul><ul><li>Identify relative value </li></ul><ul><li>of specific influencers </li></ul><ul><li>Great for: </li></ul><ul><li>Developing models for success </li></ul><ul><li>Finding “buzz hubs” </li></ul>E-conversation <ul><li>Can: </li></ul><ul><li>Grasp huge amounts of input </li></ul><ul><li>Assemble information </li></ul><ul><li>very quickly </li></ul><ul><li>Great for: </li></ul><ul><li>Understanding motivations </li></ul><ul><li>Developing metrics </li></ul><ul><li>Creating actionable insights </li></ul>

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