Word Of Mouth Marketing Techniques Womm

4,506 views

Published on

Creating Buzz: Word of Mouth Marketing Techniques. How to adopt popular social media marketing techniques.

Published in: Business, Technology
1 Comment
12 Likes
Statistics
Notes
  • Good, FORUM 'IL VELIERO FOLLONICA': http://ilveliero.forumfree.net
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
4,506
On SlideShare
0
From Embeds
0
Number of Embeds
219
Actions
Shares
0
Downloads
0
Comments
1
Likes
12
Embeds 0
No embeds

No notes for slide

Word Of Mouth Marketing Techniques Womm

  1. 1. WORD OF MOUTH MARKETING CREATING BUZZ NAPA CONSULTING GROUP
  2. 2. HOW TO USE WORD-OF-MOUTH MARKETING (WOMM) TECHNIQUES AND SOCIAL MEDIA TO DRIVE GROWTH BY CREATING A POSITIVE BUZZ AROUND YOUR PRODUCT OR SERVICE.
  3. 3. TO APPRECIATE WOMM: FIRST YOU HAVE TO UNDERSTAND WHAT’S BROKEN WITH TRADITIONAL MARKETING.
  4. 4. IS YOUR CAMPAIGN HAVING A NEGATIVE IMPACT ON YOUR BRAND?
  5. 5. ONLY 18% OF TV ADS GENERATE POSITIVE ROI
  6. 6. 84% OF B2B CAMPAIGNS RESULTED IN LOWER SALES
  7. 7. 100% INCREASE IN AD SPENDING JUST TO ADD 1% - 2% IN SALES
  8. 8. ONLY 14% TRUST ADS
  9. 9. 69 % INTERESTED IN AD BLOCKING TECHNOLOGIES
  10. 10. TRADITIONAL MARKETING & ADVERTISING ADVERTISING CLUTTER MEDIA FRAGMENTATION CONSUMERS TUNED OUT LESS EFFECTIVE MORE EXPENSIVE LESS TRUSTED LOWER ROI
  11. 11. WOMM POWER … the JESUS PHONE rocks! ..i got to have an iPhone 1. 2.
  12. 12. TWO THIRDS OF U.S. ECONO MY DRIVEN BY WOM
  13. 13. POSITIVE CORRELATION TO BUSINESS GROWTH
  14. 14. BRAND ADVOCACY DRIVES BUSINESS GROWTH Harvard study
  15. 15. BRAND ADVOCACY EVEN MORE IMPORTANT THAN BRAND IMAGE OR BRAND SATISFACTION Harvard study
  16. 16. LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%
  17. 17. 91% LIKELY TO BUY ON RECOMMENDATION
  18. 18. 92% PREFER WOM RECOMMENDATION
  19. 19. BRAND ADVOCATES AVERAGE CUSTOMERS, CLIENTS, CONSUMERS
  20. 20. HOMOPHILY HAWTHORNE EFFECT CONVERSATION: DIALOGUE EXPRESSION INVISIBLE NETWORKS LINKS SIX DEGREES OF SEPARATION DIGITAL MEDIA MUCH HIGHER LEVEL OF TRUST HUMILITY WOMM CHARACTERISTICS
  21. 21. WOMM = C2C CONVERSATION Consumer-to-consumer conversation
  22. 22. TRADITIONAL MARKETING & ADVERTISING NOT …
  23. 23. BUZZ = INFECTIOUS CHATTER WHAT’S HOT WHAT’S ATTRACTIVE
  24. 24. VEHICLE FOR CONTAGION PERSON-TO-PERSON TALKING TALKING BY PHONE SOCIAL MEDIA TOOLS SMS E-MAIL IM BLOGGING VBLOG WRITING
  25. 25. CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS WHO ARE NETWORK HUBS
  26. 26. LINKS OR NODES SPREAD BUZZ NETWORK A NETWORK B NODE TRUSTED CHANNEL
  27. 27. CORRELATION BETWEEN NETWORK HUBS AND EARLY ADOPTERS.
  28. 28. A NETWORK OF 100 PEOPLE = 4,950 POSSIBLE LINKS Six degrees of separation concept (a/k/a small world phenomenon) LINKS FUEL DIFFUSION A NETWORK OF 1,000 PEOPLE = 500,000 POSSIBLE LINKS
  29. 29. AVERAGE PERSON HAS … 11 TO 12 INTIMATE CONTACTS 150 SOCIAL CONTACTS 500 TO 1,500 WEAK TIES
  30. 30. BIRDS OF A FEATHER FLOCK TOGETHER The term homophily stems from study of social networks. HOMOPHILY
  31. 31. Interests hobbies beliefs age gender social class ethnicity religion values politics geography education occupation CLUSTERS
  32. 32. ALL ABOUT… INTERACTION IN & AMONG INVISIBLE NETWORKS
  33. 33. LEAPFROGGING TECHNIQUES <ul><li>Buzz marketing </li></ul><ul><ul><li>Special hook, event, promotion. Aqua Teen Hunger Force Boston Bomb Scare </li></ul></ul><ul><li>Viral marketing </li></ul><ul><ul><li>Branded material, websites, blogs, advergames, widgets, bligets, videos, utilities, collaboration tools etc. that sneezers spread. ParkRidge47, Vote Different </li></ul></ul><ul><li>Influencer marketing </li></ul><ul><ul><li>Identifying and finding the influencers </li></ul></ul><ul><li>Evangelist marketing </li></ul><ul><ul><li>Turning most loyal customers into citizen marketers </li></ul></ul><ul><li>Street marketing </li></ul><ul><ul><li>Interacting at popular offline places like Buzz Oven </li></ul></ul><ul><li>Stealth / Undercover marketing </li></ul><ul><ul><li>Bree, lonelyGirl15 </li></ul></ul>Source: Justin Kirby, & Paul Marsden (2006). Connected marketing . Oxford, UK: Butterworth-Heinemann. 198 YouTube Aqua Teen Buzz Oven Bree WOMM umbrella term
  34. 34. WIDGET & BLIDGET
  35. 35. Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives and media itself. Social media can take many different forms, including text, images, audio, and video. These sites typically use technologies such as blogs , message boards , podcasts , wikis , and vlogs to allow users to interact. Source: Wikipedia SOCIAL MEDIA
  36. 36. BLOGVERTORIAL BUSINESS BLOG FAUX BLOG BUZZ MARKETING WITH BLOGS… 70 million blogs in just 4 years. 120K blogs being added each day.
  37. 37. STIMULATING DISCUSSION PROMO EVENT REDUCED PRICING FREEWARE GAME DEMO TRIAL BETA SEEDING…
  38. 38. How does information flow in my industry? Where do people get their information? Does information flow in a centralized way? How do consumers interact in my industry? Do they hangout in networks? How big are these networks? Is my industry conservative? What influences my customers? Who influences my customers? Is my product risky? ASK YOURSELF…
  39. 39. FOCUSING JUST ON OPINION LEADERS (1%) NARROWLY PROFILING CONNECTORS NO STORY OVERSELLING BUZZ MISTAKES…
  40. 40. SUPERIOR EXPERIENCE CONTAGIOUS PRODUCT SUPERIOR QUALITY UNDERPROMISE OVERDELIVER ANTICIPATION REACH 10% - 15% TRUTH BUZZ GUIDELINES
  41. 41. REQUIRE NO ADVERTISING LEAVE A TRACE NETWORK EXTERNALITY INCREASE COMPATABILITY INCREASE TRANSPARENCY SELF CONTAINED IDEAL BUZZ CANDIDATES…
  42. 42. Kameran Ahari http://gotastrategy.typepad.com Napa Consulting Group e-marketing & strategy consultant

×