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Buzz Awards Seminar 2009 Emanuel Rosen

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Word of Mouth Seminar 13th January 2009, Amsterdam. Presentation by Emanuel Rosen, keynote speaker.

Word of Mouth Seminar 13th January 2009, Amsterdam. Presentation by Emanuel Rosen, keynote speaker.

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Buzz Awards Seminar 2009 Emanuel Rosen Buzz Awards Seminar 2009 Emanuel Rosen Presentation Transcript

  • The Anatomy of Buzz Lessons in word of mouth marketing Emanuel Rosen Amsterdam January 13, 2009
  • Some definitions
    • Buzz: all the person to person communication about a brand
    • Verbal buzz. Visual buzz.
    • Objective: Maximizing the number of positive comments exchanged among customers.
    • More online buzz or in-person buzz?
    • 73% in person (17% phone, 10% online)
    • More positive or negative?
    • 63% classified as “mostly positive”
    • More with strong ties or weak ties?
    • Family/spouse – 49%. Acquaintance – 6%.
    Some Numbers about Product Buzz Source: The Keller Fay Group. (U.S. Based)
  • Influences vary globally... but buzz is often a big part of it Source: GMI Poll, 2005, n=20,000
    • “ Consumers around the world still place their highest levels of trust in other consumers.”
    • 2007 Nielsen study in 47 countries
  • Stimulating Buzz
  • 1. Give us something to talk about
  • Conversation Hook and Product Benefit
  • 2. Encourage Participation
    • Voting
    • Reviews
  •  
  • 3. Encourage self-expression / creativity Candy machine by Anders Søborg
  • 4. Make it easy (and fun) to spread the word
  • 5. Be part of social interactions
    • Ben & Jerry’s on Facebook:
    • Members get virtual cone to give as a gift
    • 500,000 within the first 24 hours
    Source: Ben & Jerry’s. (Illustration shows a later campaign)
  • 6. Encourage Implicit Recommendation
  • 7. Evoke an emotional response 69% of BzzAgents reported at least one word of mouth incident. (nearly 40% above the average level of their previous campaigns at that time.)
  • 8. Find good stories
  • 9. Listen and measure
    • twitter, blogs, YouTube, Flickr
    • Customer feedback programs
    • Net promoter score
    • Private communities
    • MotiveQuest, Nielsen Online, etc.
    So where do you start?
  • So far…
    • Give us something to talk about
    • Encourage participation
    • Encourage self expression / creativity
    • Make it easy to spread the word
    • Be part of social interaction
    • Encourage implicit recommendation
    • Evoke an emotional response
    • Find good stories
    • Listen
  •  
  •  
  • Self Expression
  •  
  • The Future of Word-of-Mouth Marketing
    • Hilton Hotels
    • Kraft
    • Nokia
    • Cisco
    • McKinsey & Company
    • Prudential
    • Vanguard
    • Hewlett-Packard
    • Dell
    • Kimberly-Clark
    • Nestle USA
    • The New York Times
    • Yahoo
    • Wal-Mart
    What do these companies have in common?
  • Word of Mouth Marketing Spending Source: PQ Media 2007 (U.S. Based). Does not include internal spending on word of mouth initiatives, one-time stunts, event marketing.
  • The Word of Mouth Marketing Industry
    • Strategy and consulting
    • Word of mouth agencies
    • Online communities
    • Consumer panels
    • Research and measurement companies
    • Technology and tools companies
    Source: PQ Media 2007
  •  
    • People will have more opportunities to buzz (verbally and visually)
    • Skepticism and information overload are not going away
    • Better measurement
    • More ethical issues
    • Advertising still matters
    • Mass media still matter
  • Three important concepts
  • 1. Volume of buzz is important but so is dispersion
    • “ We’d never seen anything like this. The passion was there. The word of mouth was there.” –Marc Schiller
    • The movie bombed
    • “… simple counts are not sufficient. There is valuable information in the extent to which the conversations are taking place across heterogeneous communities…”*
    * Godes & Mayzlin “Using Online Conversations to Study Word-of-Mouth Communication.” Marketing Science 2004
  • 2. Customers who buy the most don’t always bring most referrals * Kumar et al. “How Valuable is Word of Mouth?” Harvard Business Review , October 2007
    • “ High-purchasing customers who say they’ll recommend your firm to others often don’t bother.”
    • Promotion encouraged referrals and cross selling.
    • ROI was around 15.4 times the cost
  • 3. “Viral” is just part of the story * Watts & Peretti. “Viral Marketing for the Real World.” Harvard Business Review , 2007.
    • Question: A viral campaign to help victims of hurricane Katrina had a much higher virality (0.769) than a viral campaign for P&G’s detergent Tide Coldwater (0.041). Which campaign reached more people?
    • Answer: The Tide campaign because it had a much higher initial reach (960,954 people) than the Katrina campaign (7,064 people)
  • 7 tips to get you started
    • Start with the current buzz
    • Negative buzz can be an opportunity
    • Create a tangible element
    • Simultaneous initiatives
    • An ongoing effort
    • Avoid “Marketing Talk”
    • Keep it simple!
  • The Anatomy of Buzz Lessons in word of mouth marketing Emanuel Rosen
  • 4. Advertising still matters
    • What factor had the strongest relationship with the level of buzz in hundreds of CPG launches?*
    • Advertising Increases the pool of potential buzzers
    • Ads can simulate or stimulate buzz
    • Help customers articulate why they like the product
    • 17% of brand conversations refer to advertising (The Keller Fay Group)
    * Nielsen. Niederhoffer et al. “The Origin and Impact of CPG New-Product Buzz” J.of Advertising Research 2007 .
  • Ethical issues “ We stand against shill and undercover marketing, whereby people are paid to make recommendations without disclosing their relationship with the marketer.” Word of Mouth Marketing Association Code of Ethics
  • Why you need to be proactive
    • Even delighted customers can forget and run out of opportunities to talk about your brand.
    • In one study, 30% of the negative word of mouth was about brands that have never been owned by those who talked about them.*
    • Counterbalancing this constant trickle of negative comments with honest positive word of mouth is critical.
    * East, et al. “The relative incidence of positive and negative word of mouth” International J of Research in Marketing , 2007.