Managing WOM
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  • 1. Learn more about WOMMA and how we can help you improve your word of mouth marketing program at www.womma.org. (c) 2006 Word of Mouth Marketing Association. You may share this presentation if it is not altered in any way.
  • 2. Managing WOM Dan Buczaczer Denuo
  • 3. YOU’VE ALREADY HEARD THE FOLLOWING… • WOM works. More powerful than everything else • Consumer Generated Content is important • The Long Tail holds the key to your future • Social Networks are reinventing the Internet • How to Build Buzz (in 3 easy steps) Slide 3
  • 4. FOLLOW HER Slide 4
  • 5. THE PARIS TREATY USE WHAT YOU’VE GOT PICK WHERE YOU PARTY KEEP SCORE
  • 6. USE WHAT YOU’VE GOT MEDIA INTERACTIVE PR EVANGELISTS CUSTOMER EVENT MARKETING RELATIONS BLOGGERS TRADITIONAL AD PACKAGING CREATIVE PROMOTIONS DESIGN ENDORSEMENTS PRODUCT CAUSE MARKETING DEVELOPMENT PARTNERSHIPS OPERATIONS EMPLOYEES ENTERTAINMENT INTERNAL SPONSORSHIPS COMMUNICATIO NS Slide 6
  • 7. USE WHAT YOU’VE GOT Slide 7
  • 8. PICK WHERE YOU PARTY WHAT ARE YOU TRYING TO ACCOMPLISH? HOW DOES IT FIT YOUR LARGER BUSINESS OBJECTIVES? WHAT IS CURRENT SITUATION FOR YOUR BRAND/ CATEGORY? HOW READY IS YOUR ORGANIZATION? HOW WOULD YOU DEFINE SUCCESS? Slide 8
  • 9. SOCIALIGH A tool to help assess WOM potential T 1. Category dynamics How important is a personal recommendation on taking an action? • How much buzz exists in the category? • 2. Conversation map What specific topics are people talking about and what impact do those topics have on trial? • 3. Advocacy dynamics Versus the competitive set, how many net promoters does my brand have? • What is the distribution of “promotership”? • 4. Influencer dynamics For this category, who are the influencers? • How many exist and what are their media habits? • 5. Conversation dynamics Where do the conversations occur, with whom, when/how frequently, how do they occur, and from • where are they inspired? 6. Brand recommendations What should you do about it? • Slide 9
  • 10. DIFFERENT INITIATIVES FOR DIFFERENT OBJECTIVES THE NIGHT OUT THE BOY TOY THE “HOT” MOMENT THE FEUD Slide 10
  • 11. KEEP SCORE SET METRICS BASED ON OBJECTIVES THINK SHORT-TERM AND LONG-TERM CONSIDER QUANTITATIVE AND QUALITATIVE INCORPORATE INTO ONGOING MEASUREMENT SOCIALIGHT Slide 11
  • 12. KEEP SCORE Slide 12
  • 13. THANK YOU Dan Buczaczer Denuo dan.buczaczer@denuogroup.com