Emanuel Rosen: The Anatomy of Buzz for WOM UK Oct 09

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Emanuel's book Buzz: Real Life Lessons in Word of Mouth Marketing is out now, with over 50% more material than the original international success. This is the presentation he made to WOM UK members in …

Emanuel's book Buzz: Real Life Lessons in Word of Mouth Marketing is out now, with over 50% more material than the original international success. This is the presentation he made to WOM UK members in London, October 09.

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  • 1. The Anatomy of Buzz
    Lessons in word of mouth marketing
    emanuel@emanuel-rosen.com @EmanuelRosen
  • 2. Buzz = customer to customer communication about a brand
    CUSTOMER A
    MARKETER
    CUSTOMER B
  • 3. We’ll talk about
    Stimulating Buzz
    Social media
    Misconceptions and Research
    The future of Buzz
    5 practical tips
  • 4. 7 Strategies
  • 5. Marketing Evolution study
    1. Create Opportunities for Visual Buzz
  • 6. 1. Create Opportunities for Visual Buzz
  • 7. Sequence Matters
    Jonah Berger
    Wharton
    32%
    Berger and Heath “Who Drives Divergence?” J of Personality and Social Psychology, 2008.
  • 8. 2. Make it easy to spread the word. Look for pass-along ops
    500,000 Facebook members did within 24 hours
    Give this gift to a friend
  • 9. http://www.blogpulse.com/
    http://www.scoutlabs.com/
    http://socialmention.com
    Courtesy ScoutLabs
  • 10.
  • 11. Bruce Palmer
    NOLS
  • 12.
  • 13. 3. Give us something to talk* about
    http://www.youtube.com/watch?v=qg1ckCkm8YI
  • 14. 4. Encourage Participation
    George Wright
    BlendTec
    BlendTec feedback
    mechanism
  • 15.
  • 16. 5. Encourage self expression and creativity
    http://www.youtube.com/watch?v=3QOvEG27Gt4
  • 17. 6. Use Mass Media
    Shereen Usdin
    Garth Japhet
    On any given day, 55% of Americans have at least one conversation related to media and entertainment.
    Source: The Keller Fay Group
    http://youtube.com/watch?v=AqR3aUulqMQ
  • 18. 7. Tell a good story
    Blake Mycoskie
    Toms Shoes
    http://www.youtube.com/watch?v=kJ8c5QWsCRQ
  • 19.
  • 20. Strategies Discussed so far
    Create opportunities for visual buzz
    Make it easy to spread the word
    Give us something to talk about
    Encourage participation
    Encourage self-expression / creativity
    Use mass media
    Tell a good story
  • 21. Social Media with a purpose
  • 22. Create opportunities for visual buzz
  • 23. Make it easy to spread the word. Look for pass along ops
  • 24. Give us something to talk about
  • 25. Encourage self expression/creativity
  • 26. Encourage participation
  • 27. Use Mass Media
    http://abcnews.go.com/GMA/story?id=8477918
    http://www.youtube.com/watch?v=BU2BFTqHFz4
  • 28. Hubs
    • talk more than average about your category.
    • 29. Expert hubs, social hubs.
  • Work with Hubs
    Virgil Simons
    Prostate Net
    James Coleman
    Coleman Brothers barbershop
    • In the first year 10,034 men were screened
    • 30. 442 cases of early-stage prostate cancer identified.
    http://video.google.com/videoplay?docid=-5056161883824941101
  • 31. “We really had to plant separate seeds in each area”
  • 32. How to find them?
    Some of them will find you
    By category
    Spot them in the field
    Through surveys. (are you one? Do you know one? Sociometrics)
    What do Hubs Want?
    Early access to information
    Constant flow of information
    Clear loyalty expectations
  • 33. Customers who buy the most don’t always bring most referrals
    • “We found that a high CLV [customer lifetime value] is not a good prediction of CRV [customer referral value]”
    • 34. Promotion focused on referrals and cross selling.
    • 35. ROI was around 15.4 times the cost
    Kumar et al. “How Valuable is Word of Mouth?” Harvard Business Review, October 2007
  • 36. Pitfalls, Misconceptions and Research
  • 37.
  • 38. More online buzz or in-person buzz?
    73% in person (17% phone, 10% online)
    More positive or negative?
    63% classified as “mostly positive”
    Top of the line business suits on sale. Only the first ten customers get 50% discount
    Some Research About Buzz
    Source for first two items: The Keller Fay Group.
  • 39. “We’d never seen anything like this! The passion was there. The word of mouth was there.”
    Marc Schiller
    Electric Artists
  • 40. Volume of buzz is important but so is dispersion
    “…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
  • 41. “Viral” is just part of the story
    • 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?
    • 42. Answer: The Tide campaign because it had a much higher initial reach (960,954 people) than the Katrina campaign (7,064 people)
    * Watts & Peretti. “Viral Marketing for the Real World.” Harvard Business Review, 2007.
    http://www.youtube.com/watch?v=qKAInP_tmHk
  • 43. Advertising still matters
    • 21.6% of brand conversations refer to advertising (The Keller Fay Group)
    • 44. Ads can simulate or stimulate buzz
    • 45. Advertising Increases the pool of potential buzzers*
    • 46. Slogans vs. stories
    * Nielsen. Niederhoffer et al. “The Origin and Impact of CPG New-Product Buzz” J.of Advertising Research 2007.
  • 47. Secondhand Buzz
    In one study, 30% of the negative word of mouth was about brands that have never been owned by those who talked about them.*
    * East, et al. “The relative incidence of positive and negative word of mouth” International J of Research in Marketing, 2007.
  • 48. Those who talk about your product
    Tell us why
    Tell more people
    Try the product
    Find. Listen. Protect
  • 49. Future
  • 50. Opportunities to
    Talk to others
    Observe others
    Get smart help
    Things connected
  • 51. 5 tips to get you started
    Start with the current buzz
    Add a tangible element
    Create an event (a special event)
    Run a simple tell-a-friend promo
    Ask your customers to tell their stories
    6. Listen. Observe. Improve
  • 52.
  • 53. 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
    www.womma.org
  • 54. Everett Rogers
    1931 - 2004
  • 55. The Anatomy of Buzz
    Lessons in word of mouth marketing
    emanuel@emanuel-rosen.com @EmanuelRosen
  • 56. “Whereas today’s travel recommendation sites force people to weed through long lists of comments and observations left by others, the Web. 3.0 system would weigh and rank all of the comments and find, by cognitive deduction, just the right hotel for a particular user.”
    John Markoff, New York Times
    Smarter Aggregated Buzz
  • 57. Source: Nicholas Christakis and James Fowler
    The New England Journal of Medicine
    http://content.nejm.org/cgi/content/full/357/4/370/DC2