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Understanding Word of Mouth
   The Science of Advocacy


Steve Knox
CEO
Procter and Gamble Tremor


                      ...
What Is Word of Mouth and Social Media?

What it is NOT                            What it IS
                            ...
Where Does It Fit?


                            CATEGORY INTEREST
                            BRAND AWARENESS 
        Pa...
Word of Mouth Advocacy Drives
    the Purchase Funnel

                    CATEGORY INTEREST
                    BRAND AWA...
Word of Mouth Advocacy


“Buzz Marketing”                     Amplification   High WOM
                              High
...
What consumers
talk about.
And why.




It’s In Our DNA!!




                    6
Cognitive Science
How the brain processes information




                                      7
Schemas
Mental models of how the world works




Tactics:
• Interrupting schemas
• Conceptual blend




                  ...
Interrupting Schemas
Driving in the USA versus in the UK




                                      9
Interrupting Schemas
Disrupted equilibrium—what compels us to talk about an experience




                               ...
Interrupting Schemas
Disrupted equilibrium—what compels us to talk about an experience




                               ...
Degree of Disruption
 Makes a Difference




                   12
Conceptual Blend




Two familiars = unfamiliar = disruptive




                                          13
Conceptual Blend




• Combining Two Schemas
• Listen for the Analogy




                           14
Being Faithful to
Foundational Truths
Keeping the connection




                         15
Know Your
Foundational Truth



Wildly incongruent




                     16
Theory of Congruency
From wild to mild




                       17
So How Does P&G Tremor Work?
Identify the Right Message
•   Listen to the Consumer
•   Disruption in Practice


Relationsh...
Word of Mouth Advocacy
                     Right Consumer
                                               The Product Adop...
Theory to Application
From wild to mild




• Mildly disruptive
• Secret Clinical
“The more you move,
the better you smell...
Theory to Application
From wild to mild




• Mildly disruptive
• Venus Breeze
“Skin so soft you just
might skip the lotio...
Theory to Application
From wild to mild




• Mildly disruptive
• Frosted Mini Wheats
“As much protein and
fiber as an egg...
Key Lessons




              23
The next schema
waiting to
be disrupted
                  •   What is your foundational
                      truth?
     ...
How do you get
started?

                 •   Listen to your consumer
                 •   Be open to schemas
            ...
Contact Information
Steve Knox
www.tremor.com




                      26
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The Science Of Word Of Mouth

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Understanding word of mouth. The power of advocacy

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Transcript of "The Science Of Word Of Mouth"

  1. 1. Understanding Word of Mouth The Science of Advocacy Steve Knox CEO Procter and Gamble Tremor 1
  2. 2. What Is Word of Mouth and Social Media? What it is NOT What it IS Connecting creating writing posting Sharing expressing customizing hacking mashing-up Customizing linking reading browsing copying pasting reconnecting re-using rating recreating empowering socializing organizing reviewing editing joining collaborating tagging watching publishing Community participating buying entertaining commenting researching Self Expressing helping volunteering organizing listening NOT about Technology What people DO 2
  3. 3. Where Does It Fit? CATEGORY INTEREST BRAND AWARENESS  Path to Purchase BRAND CONSIDERATION BRAND PURCHASE 3
  4. 4. Word of Mouth Advocacy Drives the Purchase Funnel CATEGORY INTEREST BRAND AWARENESS  Path to Purchase BRAND CONSIDERATION BRAND PURCHASE BRAND ADVOCACY 4
  5. 5. Word of Mouth Advocacy “Buzz Marketing” Amplification High WOM High Issues Potential (Amplification without Advocacy) Does Not Advocacy Drive Business Results Low WOM Danger Low Potential Zone Low High Amplification 5
  6. 6. What consumers talk about. And why. It’s In Our DNA!! 6
  7. 7. Cognitive Science How the brain processes information 7
  8. 8. Schemas Mental models of how the world works Tactics: • Interrupting schemas • Conceptual blend 8
  9. 9. Interrupting Schemas Driving in the USA versus in the UK 9
  10. 10. Interrupting Schemas Disrupted equilibrium—what compels us to talk about an experience 10
  11. 11. Interrupting Schemas Disrupted equilibrium—what compels us to talk about an experience 11
  12. 12. Degree of Disruption Makes a Difference 12
  13. 13. Conceptual Blend Two familiars = unfamiliar = disruptive 13
  14. 14. Conceptual Blend • Combining Two Schemas • Listen for the Analogy 14
  15. 15. Being Faithful to Foundational Truths Keeping the connection 15
  16. 16. Know Your Foundational Truth Wildly incongruent 16
  17. 17. Theory of Congruency From wild to mild 17
  18. 18. So How Does P&G Tremor Work? Identify the Right Message • Listen to the Consumer • Disruption in Practice Relationship with the Right Customer • Connectors • Trust 18
  19. 19. Word of Mouth Advocacy Right Consumer The Product Adoption Curve % of Population Adopting Early Adopters Early Majority Late Majority Laggards Innovators Time CONNECTORS Wide and Deep Social Networks Trend Spreaders, not Trend Setters 19
  20. 20. Theory to Application From wild to mild • Mildly disruptive • Secret Clinical “The more you move, the better you smell” 20
  21. 21. Theory to Application From wild to mild • Mildly disruptive • Venus Breeze “Skin so soft you just might skip the lotion.” 21
  22. 22. Theory to Application From wild to mild • Mildly disruptive • Frosted Mini Wheats “As much protein and fiber as an egg and two slices of wheat toast.” 22
  23. 23. Key Lessons 23
  24. 24. The next schema waiting to be disrupted • What is your foundational truth? • What schemas are at play? • What would disrupt a schema? • Are there “blends” that make sense? 24
  25. 25. How do you get started? • Listen to your consumer • Be open to schemas different from your own • Test and verify 25
  26. 26. Contact Information Steve Knox www.tremor.com 26
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