Social Media Masters KC

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Word of Mouth Marketing:
Creating Buzz and Engaging Influencers
Sean Moffitt October 2011 @wikibrands...

SAM FIORELLA
Vs.
KLOUT

“Online WoM is the 385x385 Friend
Howitzer”

What‟s are You Word of Mouthing About?

Awesome? Social? Authentic? Customer-focused?

Moneyball Knows…
Thinking Differently
“We are card counters
at the blackjack table.
And we're gonn...

Tough Stuff- Word of Mouth (WoM) –
Delicious Blend of Customer-Based
Creativity and Business Savvy

I Used To Be The Marketing Suit….

Word of Pint Word of Canuck Word of Mom

“I‟m now the T-Shirt”
Agent Wildfire – Canada‟s Word of Mouth People
Since 2004

We Word of Mouth (WoM) with these
Influencers…‟WoM is Very Category Specific”

Tired of Platitudes?
- How Does Good Business Put Their Social
Pants On…

What?
...

“Forget Marketing‟s 4Ps…
Embrace the Wikibrand 13Es”
Wou...

Do brands even belong in social
spaces?

Top 100 Twitter Pages?

Online WoM , Brands Get Followed, Acted
on and Engaged

-Twitterers are three times more likely to cl...

Let‟s talk about the big social elephant in the
room…

“Business Suffers from Social
Deafness”
The 6 Deadly Sins

Source: Agent Wildfire 2011 B...

A Crisis of Action & Knowledge
53% of businesses engaged in
social/digital spaces do not have
full...

Facebook Timeline – Depth of WOM
Engagement
Growth Engagement

“Likes” “Di...

The 4 Laws of the Social „Net and WoM

Awesomeness Socialness Authenticity Customer-ness

Big Caveat:
Technology and tools
are less than 20%
of the deal

“The diffusion of innovation is based more on
s...

The 4 Laws of the Social „Net and
WoM

Awesomeness Socialness Authenticity Customer-ness

The 1st Law of the Social Net - Awesomeness

“There is only one thing in the world
worse than being talked about, and
t...

The 1% Fact
- The World is Not Created Equal…
Whether its business, products, services, motives, TV
...

Who were #1, #2 and #3 people to fly across
the Atlantic?

The 2nd Law of the Social Net - Socialness

"Prosocial behavior is an essential component ...

“The News Feed is the Conveyor Belt of Buzz”

Me in 1992 Me in 2011

150 X 12 ...

The 3rd Law of the Social Net -
Authenticity

“In a world of incressingly paid-for
experiences, authentici...

Top Reasons – Social Media
Why Now Business Executives?

#1 The Need for Authenticity and Transparency -42%

#2 The ris...

A Genuine Culture Change is Required

MASS DIRECT SOCIAL
MARKETING MARKETING INFLUENCE
...

Successful or Not?

The 4th Law of The Social „Net
– Customer-Ness

Customer Experience Reigns
- Who Knows Better Than Your Customer -
Executives who
...

Where to Start with
WoM and Buzz?

Elwood: Er.. what kind of music do you usually
have here?

Claire: Oh, we got both kinds. We got
Country, and Western.

WOM Comes in More Than a Few Flavours…
SCALE
- Buzz - Evangelist
...

Some of these people are not like the
others….The Influencer Matters

You can‟t chase everybody…

“The suggestion that a firm merely
needs to participate in a conversation
is a little naive.

...

Influence is not Distributed Equally…

Spreading messages effectively on the
social web happens in two steps …

The
...

The open web has not reduced, but
instead, exposed the importance of
influencers….

And now we can provide the raw evidence

Influencers Stay on Top of What‟s Current

2.2% of
Twitter
users
account for… 58% of the tweets

1.7% of
Twitte...

Influencers Generate Lots of Content
High
authority
bloggers post
…

300x more
frequentl...

Influence ≠ Followers

Influence ≠ Popularity

Influence Can‟t Be Peddled

Influence is Interest Specific

Why are they
so damn
valuable?

Four sources of Influencer power

x x x
= R E C S

...

Get your influencers in the right sequence…

Find Your Real Hardcore Fans
Invite them into The Front Row or On
Stage

Why We Word of Mouth?
36 Reasons

It‟s About Them

“It‟s Makes “It‟s Makes “They Get
Them Feel Them Look Something”
Good” ...

# 3 – Knowledge Seekers

“Just another day of blowing something up”
Tactic: Topic-based blogs/Aggregated Advice
...

# 4 – Social Brokers

“You wanna hug it out?”
Tactic: Host events/organize groups/tiered membership
...

# 5 – Altruistic

“Move that bus!”
Tactic: Personal Appeal /Meetups
(Wikipedia fundraising /Wiknics)

# 6 – Involved / Committed

―We're not the only people on this island and we alllllll know it!"

Tactic: Meritocratic...

# 7 – Seeking Feedback

"What does that mean when the fitness instructors are ahead of the
ma...

# 8 – Ego Driven

“Show me someone without an ego, and I`ll show
you a loser.You’re Fired.‖
Tactic: Social dashboards/...

# 9 – Reciprocity Dealers

“But we can only offer this level of programming with your
help.‖...

# 10 – Self – Expression

―SOME PEOPLE THINK
BEAUTY IS SOMETHING
...

# 11- Social Currency

Tactic: First to know/Top Stories/Trendwatch
(Gawker/Gawker Stalker)

# 13 – Fame

“I genuinely believe with all my heart that we have
found (a worldwide star) with you.”
Tactic: Customer c...

# 14 – VIP Treatment /
Customization

“Sophie gets what Sophie wants and
Sophie is a...

# 15 – Scarcity

” Watch out—I’m coming to town and I can’t bring all my
friends, so I’ve decided to look for a new BF...

# 16 – Influence

“You can only vote for him, you can't actually
adopt him. Call now."
Tactic: Collaborative innovation...

# 17 – Intimacy

“Will you accept this rose?”
Tactic: Twitter time response/local venue and interest-specific
...

# 18 – Visibility

―The top 10 CNN heroes -- remarkable everyday people changing
the world -- were revealed by CNN's An...

# 19 – Tight Boundaries

―Yeah, I'm obnoxious, yeah, I cut people
off, yeah, I'm rude. You know why? Because you'...

# 20 – Rallying Cause

―And remember you can make a difference‖

Tactic: Matching Incentives/Partnerships/Product Bad...

# 21- Rewards

“DEAL OR NO DEAL”
Tactic: Group-based deals /Countdown clocks /real-time
feedback/Soc...

# 22 – Expertise

―So now America, with an open heart and an empty
stomach, I say unto you in the words of my uncle: Al...

# 23 – Bite-Sized Participation

“There’s no such thing as 110%. It stops at 100.”
Tactic: Petition wall /matching do...

# 24 – Network Effects

―Books were my pass to personal freedom. I learned to
read at age three, and soon discovered ...

# 25 – Memes

―No soup for you! There was shrinkage! Vanderlet Industries! Man hands
The bro and manziere...

# 26 – Innovative

"The following takes place
between ??:?? and ??:?? pm"

Tactic: Augmented reality, partner int...

# 27 – Remarkable/Outrageous

―What's the quickest you've ever knocked anyone out?
18 seconds including the ten-count. ...

# 28 – The Best At What You Do

“That was unbelievable.”

Tactic: Provocative dem...

# 29 – Authentic

“This is NOT fashion camp!”
Tactic: Authentic collaborators/product centric multimedia
...

# 30 – Liberating / Problem Solving

“Dead body, Bonus!”

Tactic: User generated uses/Advisory Counci...

# 31 – Edgy

“Move forward. This never happened. It will shock you
how much it never happened”
Tactic: Unde...

# 32 – Trustworthy

“I understand that you want to make finance
entertaining, but it's not a f***king game”
T...

# 33 – Likeable

“Just go up to somebody on the street and
say "You're it!" and then run away.”

Tactic: Do...

# 34 – Easy To Talk About

“You’re engaged ?”
Tactic: Making the invisible, ...

# 35 – Ritualistic

―The belief in a supernatural source of evil is not necessary.
Men alone are quite capable of e...

# 36 – Sensory

“Who will speak for Planet Earth?”

Tactic: 3D Tours of Region
(Nimmo Bay Lodge)

30 Hard-
Won Tips
to WoM

The best preparation? The top ideas?
The right squad? The ...

#1-5 Live in the tribe ….
- Find your lifestyle target, read their
content, listen to their exchan...

#6- Staff up for desired level and degree of engagement
that they want and you can support
...

#7-11 Get a Buzzworthy WoM-able Idea
• Is your idea in the top 1% of
awesome, sociable, authentic ...

Process
Agent Wildfire – an 8-step
OVERVIEW:
WOM
WIL...

Never Forget – Humans are Hard
Wired Social and Influential Animals

They crave things that are
awesome, soc...

Let’s Start The
Conversation…

Inquire: sean (at) wiki-brands.com
smoffitt (at) agentwildfire.com

Phone: ...

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