Word Of Mouth & Ambassador Program April 2007

the “person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. (Edelman Trust Barometer 2006) In the US, for example, the “person like yourself or your peer” was only trusted by 22% of respondents as recently as 2003, while in this year’s study, 68% of respondents said they trusted a peer. Contrast that to the CEO, who ranks in the bottom half of credible sources in all countries, at 28% trust in the US, near the level of lawyers and legislators.

the “person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. (Edelman Trust Barometer 2006)

In the US, for example, the “person like yourself or your peer” was only trusted by 22% of respondents as recently as 2003, while in this year’s study, 68% of respondents said they trusted a peer. Contrast that to the CEO, who ranks in the bottom half of credible sources in all countries, at 28% trust in the US, near the level of lawyers and legislators.

Table of content Word of Mouth WOM marketing Duval Guillaume’s approach Cases

Word of Mouth

WOM marketing

Duval Guillaume’s approach

Cases

Word of Mouth

What is word of mouth? Word of mouth: The act of people providing information to other people. Key elements: The voice & The ears A natural, genuine, honest process People seeking advice from each other People talking about their lives and experiences (i.e. products, services, brands)

Word of mouth:

The act of people providing information to other people.

Key elements:

The voice & The ears

A natural, genuine, honest process

People seeking advice from each other

People talking about their lives and experiences (i.e. products, services, brands)

Word of mouth Marketing Word of mouth marketing: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. Ambassadors Program: Enable people to talk about your products and services, and making it easier for that conversation to take place, by offering: The product or service to test in real life The platform to discuss and spread the feedback

Word of mouth marketing:

Giving people a reason to talk about your products and services, and making it easier for that conversation to take place.

Ambassadors Program:

Enable people to talk about your products and services, and making it easier for that conversation to take place, by offering:

The product or service to test in real life

The platform to discuss and spread the feedback

People are the medium

Amplifying the message

Word of mouth Marketing Identify people most likely to share their opinions Educate people about your products and services Provide tools that make it easier to share information Study how, where, and when opinions are being shared Listen and respond to supporters, detractors, and neutrals

Identify people most likely to share their opinions

Educate people about your products and services

Provide tools that make it easier to share information

Study how, where, and when opinions are being shared

Listen and respond to supporters, detractors, and neutrals

Network technology The Networked Society Source: Logic&Emotion

Worldwide Visible Retrievable Amplify

Word of mouth Marketing Summary: Word of mouth is a pre-marketing phenomenon WOM can't be faked or invented You can make WOM work within a marketing objective

Summary:

Word of mouth is a pre-marketing phenomenon

WOM can't be faked or invented

You can make WOM work within a marketing objective

Duval Guillaume’s approach

Duval Guillaume’s approach General objective: To create consumers’ enthusiasm Give consumers a voice Listen to the consumers Engage the community Increase the involvement

General objective:

To create consumers’ enthusiasm

Give consumers a voice

Listen to the consumers

Engage the community

Increase the involvement

Duval Guillaume’s approach Creating communities Developing tools for people to share their opinions Motivating advocates and evangelists Giving advocates information that they can share Using advertising designed to create buzz or start a conversation Identifying and reaching out to influential individuals and communities Researching and tracking online conversations

Creating communities

Developing tools for people to share their opinions

Motivating advocates and evangelists

Giving advocates information that they can share

Using advertising designed to create buzz or start a conversation

Identifying and reaching out to influential individuals and communities

Researching and tracking online conversations

Bazooka Community Marketing: enable users to talk about your brand

Virgin Express : Festival Buddy Viral Marketing: campaign focused on people spreading the message

Pigs in Pain Buzz Marketing: get people to talk about your brand

Purina (Nestlé) – Beneful Build and reinforce an ambassador group – create communities

Miele Steamcooking - start Build and re-inforce an ambassador group: Member-gets-member program

Miele Steamcooking - follow Build and re-inforce an ambassador group: Content for the community

Nikonians - Engadget Build and reinforce an ambassador group : give ‘content’ so people spread your message and create buzz around a brand/product

Passage Fitness Build and reinforce an ambassador group : Member-gets-member program

Other possibilities Grassroots Marketing: Organizing and motivating volunteers to engage in personal or local outreach. Evangelist Marketing: Cultivating evangelists, advocates, or volunteers who are encouraged to take a leadership role in actively spreading the word on your behalf Product Seeding: Placing the right product into the right hands at the right time, providing information or samples to influential individuals Influencer Marketing: Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others

Grassroots Marketing:

Organizing and motivating volunteers to engage in personal or local outreach.

Evangelist Marketing:

Cultivating evangelists, advocates, or volunteers who are encouraged to take a leadership role in actively spreading the word on your behalf

Product Seeding:

Placing the right product into the right hands at the right time, providing information or samples to influential individuals

Influencer Marketing:

Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others

Measuring the effects Net Promoter Index – One question Would you recommend Brand X to a friend or colleague? Source: Netpromoter.com

Net Promoter Index – One question

Would you recommend Brand X to a friend or colleague?

Thank you David Hachez Email: [email_address] Blog: http://blog.theafter.be Skype: datch2

David Hachez

Email: [email_address]

Blog: http://blog.theafter.be

Skype: datch2