Word of Mouth: Using Influence to Re-Invent the Impression

A New World of Word of Mouth:Using Influence to Re-Invent the Impression
Overview
Bob Gilbreath, Chief Marketing Strategist, Bridge WorldwideTim Schigel, CEO, ShareThis
Jim Price, President, Empower MediaMarketingJoel Lunenfeld, CEO, Moxie Interactive
Case Studies

Bob Gilbreath
Chief Marketing Strategist
Bridge Worldwide
@mktgwithmeaning

Question:
“What is the marketer’s perspective of digital and word-of-mouth today?”

Answer:
“We’ve lost our perspective on marketing”

Let me explain, by starting with another question

A Partner Agency Asks:
“What percentage of ‘Tweets’ are seen?”

An Algorithm to Measure Twitter Impressions
Hours spent on Twitter
Average number of people followed
Average number of people following
Use of various APIs
Number of Re-Tweets
Use of search and hashtags
Appearance on favorites lists

Answer:
The impression model of marketing
is dead…
And if it’s not dead we’ve got to kill it

Some Say We Should Embrace the Impression

“If I listened to my customers they would have asked me to make a faster horse.”
- Henry Ford
“If baseball were measured like advertising, you would only count the pitches.”
- Peter Daboll

Impressions De-ValueDigital Marketing and Innovation

Impressions De-Value Digital Marketing and Innovation
How do you value 7.5 million clicks?

What if your app is used once per year?

Can Employee Tweets Fit a Media Plan?

We need to define new measures of success to savemarketing

Here are two that you can measure today

1. Engagement
“People choose to interact with the marketing you create”

The Power of Engagement
Completely unlike Impressions
Earned, not bought
Not mass scale, but creates meaningful connections
Can be measured and compared according to
Total number of people who engage
The depth of engagement (time, actions)
The higher the engagement, the higher the ROI

2. Sharing
“People choose to share your marketing with others”

The Power of Sharing
Reaches new prospects
Trusted access to provide information
Each “share” is also a selling message
Builds deeper brand connections with the sharer
We are programmed to help others, brands can help us help
Each review, retweet or friending enhance a brand bond
“What matters is what’s shared”
The “sharing rate” or “social reach”
The higher the sharing, the higher the ROI

None of us got into “digital” to recreate the past

Let’s change the model of marketing…for good

Tim Schigel
Co-founder & CEOShareThis
@schigel@sharethis

Question:
Word of Mouth

The Meaning is the Message

How does the message get distributed?
Influence…

How does the message get distributed?
Share(% of total)
Click(# of clicks back to site)
Engage(page views/visit)
1.6
8%
18x
39%
3x
2.8
38%
1x
3.0
6x
1.5
15%

Relationship Inflation

ContextRelationship
Trust
The Word

Word + Mouth
WhatStory
Content
Propagation
Influence
Audiences
How
RT, Like,
Comment,Click,
Social Target
Who
Follow
Friend
Birds of Feather

Buying Influence WorksMederma Case Study
PANELIST:Jim Price, President, Empower MediaMarketing @empowermm

Empower
Digital
WOMM
Out of Home
Newspaper
Innovation
Magazine
Local Broadcast
Consumer Insights
National Broadcast

The Challenge
Lots of social/influential people online
But . . .
Not many ways to easily identify them
Not many ways to target media around the content
they are sharing

The Conversation

The Solution
ShareThis Network
Allows Media Planners & Buyers to place ads targeting key category terms around content people have shared

http://www.studyhealth.com/Cosmetic_Products___Treatments-f55.html

The Benefit
A lethal combination of context + intent
An easy and familiar way to buy impressions
around a social audience

The Test
Meaningful
Meaningful impressions for valid test
Marketable
Were able to carve $s out of the search budget
Measurable
Impressions (Sharers, Share Recipients)
Clicks
Clicks to Coupon Views
Coupon Views
Coupon Redemptions
Test vs. control vs. current campaigns

Aha Moment #1
Sharers have a higher “intent to redeem” compared to search or display
1 of every 2 intended to redeem
Comparable to:
1 out of 4 for search
1 out of 10 for display

Aha Moment #2
Share Recipients matter too
1.6 more likely “intent to redeem” than contextual display campaign

Intent to Redeem Rates

The Client
Cutting-edge way to reach potential customers for our product, where the intent to purchase is highly influence driven.

Our Conclusions
Using patterns of sharing can identify influencers who are more topically engaged or apt to click on coupons
Influencer performs like a hybrid of Search / Display
Once coupon redemption rates come in we expect to see above average rates

What We Will Do Next
Find More Influencers
Further focus on sharing/syndication
Continue to compliment/substitute for search

What Video Games can Teach Us about Word of Mouth Marketing
PANELIST:Joel Lunenfeld, CEO Moxie Interactive, @joelmoxie @youvegotmoxie

Up until now, social media required the following skills…

Shameless Self Promotion

A Pretty Face…

Disregard for Safety…

Social media was everyman’s reality TV show.

It was about getting exposure.
It was about getting noticed.
Getting your 15 minutes of fame was never easier.
Digital word-of-mouth could turn you into an Internet celeb.
?
What ever happened to LonelyGirl15?

Anything anybody could now be video taped, for better or for worse.

Technology put a camera and confessional booth in everybody's life.

You friended everyone. And you posted inappropriate pictures to get attention.

How did you find your Job?

And anyone could be an expert about anything with a publishing platform.

And all social media was like American Idol…
The goal is to become famous… for anything
Getting votes is like getting Web traffic.
But talent isn’t everything (i.e. Cat Videos)
Some of us just couldn’t look away

Today, marketers need to think more like video game developers than reality show producers

“We're addicted to gaming because of the sense of achievement, positive experiences, and connections to the real world. We're addicted to gaming because of the combination of reality and fantasy”
- Laurie Kienlen, Psychologist

It's about going on a “mission” and generating points:
Likes, thumbs up, comments, positive sentiment, photo uploads, # of followers, crops, etc.

It can literally be a game…
“Farm” was #1 most popular Facebook status in 2009

And what's our “game controller?”

Look in your pocket.

Or your phone becomes the controller and you “power up” when you download tools that facilitate sharing and connecting.
…for earning points, writing reviews, taking pictures, checking-in, updating your status, etc.

Foursquare
Real life “Experience Points”
World of Warcraft Experience Points
Win a Trophy, Become the Mayor!

1 vs 100 Tests Your Trivia Knowledge Against Other People
Aardvark Tests Your General Knowledge to Help Your Friends with Every Day Questions

Google maps tell you where to eat and where not to eat according to your peers.
Halo mission maps tell you where to go to battle the Covenant.

To Gamers, Stats are
Everything…

YOUR narcissism…
Now expressed in stats

Even expertise is a game, now measured in stats

So how can we apply this to Word of Mouth Marketing?

1. Customize content with levels and public achievements amongst friends
Give a reason to co-create and share
Allow for personalization
Give them a chance to talk about their favorite topic… themselves

Customize content with levels and public achievements amongst friends

2. Recognize the leaders. Promote their stats.
Leverage the influencers of the pack
Report back on stats / retweets
Amplify their impressions & expressions

Recognize the leaders. Promote their stats.

3. Don’t Create Campaigns. Create Missions.
Reward users for completing an action or task.
Use the real word as your digital canvas.

Don’t Create Campaigns. Create Missions.

Word of Mouth: Using Influence to Re-Invent the Impression

by ShareThis on Apr 21, 2010

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