0
The  word  on word  of mouth
Craving
 
 
76% of Purchase Decisions are Based on WOM - MediaEdge CIA UK
Hope Call Me! Reality
Fallout Guerilla Four Criminal Charges One Senior Resignation $2MM in fines Two Arrests
I never recommended something I didn’t like! Honesty
Process SIGN UP AND GET PROFILED CAMPAIGN INVITATION EXPERIENCE AND EDUCATION WOM  ACTIVITY REPORTING, FEEDBACK APPRECIATI...
Obey <ul><li>Only use “volunteers” </li></ul><ul><li>Always disclose </li></ul><ul><li>No scripting - ever </li></ul>
Today’s  Media
Integrate 40% of WOM  interactions include another media form
 
Kissing The Frog
 
 
Why am I a BzzAgent?   Everyone is a BzzAgent  in theory, I am just lucky  enough to benefit from  the practice.” -  BzzAg...
Public Conversation Catalysts 15% Not Catalysts 85% BzzAgents Conversation Catalysts 59% Not Catalysts 41%
“ Most of the time buzz is spread by networks and a critical mass of  easily influenced people …”  “ Focus  less on who  p...
Assistant News Source Blogger Neighbor Dad Brother Co-Workers Traditional Media targets  The Buyer Friend Focus WOM Media ...
 
1 Agent 12 Individuals 4.14 Individuals 60+ Communications Reach
 
33,000 Agents 2,200,000 Communications
2007 SALES   for the entire Sonicare line   INCREASED   21% for the month
 
Test Control Cleveland New York Detroit Chicago Atlanta Hartford Philadelphia Boston
Return on Investment W O M v s . S a l e s 1 0 0 1 2 0 1 4 0 1 6 0 1 8 0 2 0 0 Week 0 Week 2 Week 4 Week 6 Week 8 Week 10 ...
G1 Pass Along Rate Net Promoter Score 17 15 10 47 30 19
Monetary markets Social markets
Ty’s Ten (WOM) Tips 1. Reasonable Price  2. Keep it Secretive  3. Surprise People  4. Limit Production  5. Avoid Large Cha...
 
 
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Bzzagent Marktplein Dm

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  • Transcript of "Bzzagent Marktplein Dm"

    1. 1. The word on word of mouth
    2. 2. Craving
    3. 5. 76% of Purchase Decisions are Based on WOM - MediaEdge CIA UK
    4. 6. Hope Call Me! Reality
    5. 7. Fallout Guerilla Four Criminal Charges One Senior Resignation $2MM in fines Two Arrests
    6. 8. I never recommended something I didn’t like! Honesty
    7. 9. Process SIGN UP AND GET PROFILED CAMPAIGN INVITATION EXPERIENCE AND EDUCATION WOM ACTIVITY REPORTING, FEEDBACK APPRECIATION SUPPORT
    8. 10. Obey <ul><li>Only use “volunteers” </li></ul><ul><li>Always disclose </li></ul><ul><li>No scripting - ever </li></ul>
    9. 11. Today’s Media
    10. 12. Integrate 40% of WOM interactions include another media form
    11. 14. Kissing The Frog
    12. 17. Why am I a BzzAgent? Everyone is a BzzAgent in theory, I am just lucky enough to benefit from the practice.” - BzzAgent Maria 1234
    13. 18. Public Conversation Catalysts 15% Not Catalysts 85% BzzAgents Conversation Catalysts 59% Not Catalysts 41%
    14. 19. “ Most of the time buzz is spread by networks and a critical mass of easily influenced people …” “ Focus less on who people influence and more on how people are influenced…”
    15. 20. Assistant News Source Blogger Neighbor Dad Brother Co-Workers Traditional Media targets The Buyer Friend Focus WOM Media on Communities of influence Assistant News Source Blogger Neighbor Dad Brother Co-Workers Friend
    16. 22. 1 Agent 12 Individuals 4.14 Individuals 60+ Communications Reach
    17. 24. 33,000 Agents 2,200,000 Communications
    18. 25. 2007 SALES for the entire Sonicare line INCREASED 21% for the month
    19. 27. Test Control Cleveland New York Detroit Chicago Atlanta Hartford Philadelphia Boston
    20. 28. Return on Investment W O M v s . S a l e s 1 0 0 1 2 0 1 4 0 1 6 0 1 8 0 2 0 0 Week 0 Week 2 Week 4 Week 6 Week 8 Week 10 Beverage Category Sales 0 4 0 0 8 0 0 1 2 0 0 1 6 0 0 2 0 0 0 Reported Receivers (BzzReports) T e s t M a r k e t S a l e s C o n t r o l M a r k e t S a l e s R e c e i v e r s 26% 8% CONTROL REPORTS TEST
    21. 29. G1 Pass Along Rate Net Promoter Score 17 15 10 47 30 19
    22. 30. Monetary markets Social markets
    23. 31. Ty’s Ten (WOM) Tips 1. Reasonable Price 2. Keep it Secretive 3. Surprise People 4. Limit Production 5. Avoid Large Chains 6. Simplicity 7. Personification 8. Variety 9. Retirements 10. Risk
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