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People Powered Advertising Word Of Mouth At Scale

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This is the presentation by SocialMedia.com's VP of Marketing Gedioen Aloula on our People Powered Friend To Friend campaign for Macy's department store. …

This is the presentation by SocialMedia.com's VP of Marketing Gedioen Aloula on our People Powered Friend To Friend campaign for Macy's department store.

It was given at our May 2009 Social Media Boot Camp in New York.

Published in: Business, Technology

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Transcript

  • 1. WOMI
Case
Study Macy’s
Holiday
Campaign Thursday, May 21, 2009
  • 2. Online
Rela:onship
Pyramid People I know People I respect People with shared interests No Social component Thursday, May 21, 2009
  • 3. People
I
Know Thursday, May 21, 2009
  • 4. People
I
respect Thursday, May 21, 2009
  • 5. People
with
Shared
Interests Thursday, May 21, 2009
  • 6. What’s
a
WOMI ? (TM) WOMI: Word Of Mouth Impression •WOMI
campaigns
spread
posi:ve
messages
about
a
brand
 between
friends.
 •2
step
process: 1. Opt‐in:
get
consumers
to
express
their
opinion
about
a
brand 2. WOMI:
share
the
desirable
results
with
the
person’s
friends. • Messages
are
delivered
within
standard
ad
units. Thursday, May 21, 2009
  • 7. WOMI
examples Opt‐in: WOMI: Thursday, May 21, 2009
  • 8. Macy’s
Holiday
Example •Macy’s
holiday
campaign
encouraged
consumers
to
“Be
 Claus”
and
asked
“what
type
of
Santa
are
you?” Thursday, May 21, 2009
  • 9. Macysbelieve.com Thursday, May 21, 2009
  • 10. Macy’s
WOMI • WOMI
promoted
the
Macy’s
‘becoming
claus’
message
amongst
friends Opt‐in:
Mona
is
asked
a
ques:on WOMI:
Mona’s
response
is
shared
only
with
her
friends WOMI
2:
Campaign
goes
viral
as
Mona’s
friends
 respond
to
the
original
WOMI Thursday, May 21, 2009
  • 11. WOMI
Campaign
Results •2
Month
campaign • 5
million
Word
Of
Mouth
Impressions
delivered
between
 friends
on
FB •Strong
click
through
rates:
engaging
content+
friend
 endorsement Thursday, May 21, 2009
  • 12. What’s
the
point? •Friends
influence
each
other • On
social
networks,
people
care
more
about
their
friends
 than
content
 •We
believe
messages
from
friends
are
more
relevant,
more
 believable
and
less
likely
to
be
ignored
than
messages
directly
 from
a
brand. Thursday, May 21, 2009
  • 13. Real
results •We
don’t
believe
in
chasing
clicks • Rela:onships
deliver
influence •Objec:ve
is
to
have
consumers
think
more
favorably
about
 your
brand
and
become
more
likely
to
purchase Thursday, May 21, 2009
  • 14. Goal:
capture
the
funnel 1. Brand Awareness 2. Message Association Brand Favorability 3. Purchase Intent 4. Thursday, May 21, 2009
  • 15. A]tudinal
research •Partnered
with
Dynamic
Logic
to
conduct
quan:ta:ve
research
on
3
 month
CPG
campaign •Focused
on
four
key
measures: 1.
Top
of
Mind
awareness

 2.
Online
Ad
awareness
 3.
Favorability
 4.
Purchase
intent
 Thursday, May 21, 2009
  • 16. Overall
results • Strong
increases
in
all
four
key
measures: • goal
was
to
increase
unaided
(top‐of‐mind)
awareness,
Ad
awareness,
Favorability
and
Purchase
intent • aided
awareness
was
already
high
for
the
brand
(95%
among
control), Overall Respondents: Brand Metrics Control (n=300) Exposed (n=201) Thursday, May 21, 2009
  • 17. WOMI
vs.
Digital
Norms • Top
20%
of
digital
campaigns
within
category AdIndex Score: Normative Benchmarking of Brand Metric Deltas* Below Average Average Above Average Excellent Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent Percentile Ranking of Delta (!) * MarketNorms Q3/08 (Category: Personal Care, Baseline Adjusted, N=188 campaigns) Thursday, May 21, 2009
  • 18. WOMI
Bump Thursday, May 21, 2009
  • 19. WOMI
vs.
social
media • Rated
by
Dynamic
Logic

to
be
in
top
20%
of
all
social
media
campaigns
within
 category Below Average Average Above Average Excellent Aided Brand Awareness Online Ad Awareness Brand Favorability Purchase Intent Aided Awareness results not surprising given Aided Awareness was almost maxed out (95%) Thursday, May 21, 2009
  • 20. Are
friend
to
friend
WOMIs
a
gimmick?
 No:
 •

More
exposure
meant
significantly
improved
performance‐‐
even
in
brand
 favorability:
no
wearout •

Best
results
across
every
measure
for
consumers
who
saw
at
least
4
WOMIs
 Control (n=300) Exposed (n=74) Thursday, May 21, 2009
  • 21. Are
friend
to
friend
WOMIs
a
gimmick?
 More
WOMI=
improved
results
for
brand. •


1
impression
per
week
for
campaign
dura:on
was
breakthrough
level Frequency of Exposure: Brand Metrics 1 2-3 4+ Ctrl Metrics Exp Exp Exp (%) ! ! ! (%) (%) (%) Unaided Brand 9 10 +0.4 14 +5.0 23 +13.9* Awareness: First Mention Unaided Brand 15 19 +4.2 16 +0.8 26 +10.9* Awareness: Any Mention Aided Brand Awareness 95 92 -2.6 91 -4.0 99 +4.0 Online Ad Awareness 36 56 +19.6* 48 +12.5* 58 +22.2* Brand Favorability 60 62 +1.7 56 -3.9 72 +11.5* Purchase Intent 45 44 -0.5 50 +5.0 58 +13.1* Sample Size 300 63 64 74 Thursday, May 21, 2009
  • 22. Campaign
Results •Millions
of
unique
conversa:ons
 •10M+
impressions
served
across
3
month
campaign • Based
on
DL
study
results
and
historical
brand
closure
rates: •60K+
addi:onal
purchases
per
1M
unique
consumers
within
1
year •ROI
es:mate
above
$1.40 •Deep
learning
about
consumer
sen:ment Thursday, May 21, 2009

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