Word Of Mouth Marketing Techniques WOMM

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How to use word of mouth marketing techniques to create a buzz & viral campaign. Why? What? How?

How to use word of mouth marketing techniques to create a buzz & viral campaign. Why? What? How?

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