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

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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http://buzzreporter.pl 687
http://www.aktualnosci.streetcom.pl 261
http://womuk.net 101
http://www.facegroup.com 47
http://www.buzzmarketing.nl 22
http://www.wommauk.org 12
http://www.levidepoches.fr 12
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http://www.smarttramp.net 4
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http://www.bookzone.com.ua 3
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    Emanuel Rosen: The Anatomy of Buzz for WOM UK Oct 09 Emanuel Rosen: The Anatomy of Buzz for WOM UK Oct 09 Presentation Transcript

    • The Anatomy of Buzz
      Lessons in word of mouth marketing
      emanuel@emanuel-rosen.com @EmanuelRosen
    • Buzz = customer to customer communication about a brand
      CUSTOMER A
      MARKETER
      CUSTOMER B
    • We’ll talk about
      Stimulating Buzz
      Social media
      Misconceptions and Research
      The future of Buzz
      5 practical tips
    • 7 Strategies
    • Marketing Evolution study
      1. Create Opportunities for Visual Buzz
    • 1. Create Opportunities for Visual Buzz
    • Sequence Matters
      Jonah Berger
      Wharton
      32%
      Berger and Heath “Who Drives Divergence?” J of Personality and Social Psychology, 2008.
    • 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
    • http://www.blogpulse.com/
      http://www.scoutlabs.com/
      http://socialmention.com
      Courtesy ScoutLabs
    • Bruce Palmer
      NOLS
    • 3. Give us something to talk* about
      http://www.youtube.com/watch?v=qg1ckCkm8YI
    • 4. Encourage Participation
      George Wright
      BlendTec
      BlendTec feedback
      mechanism
    • 5. Encourage self expression and creativity
      http://www.youtube.com/watch?v=3QOvEG27Gt4
    • 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
    • 7. Tell a good story
      Blake Mycoskie
      Toms Shoes
      http://www.youtube.com/watch?v=kJ8c5QWsCRQ
    • 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
    • Social Media with a purpose
    • Create opportunities for visual buzz
    • Make it easy to spread the word. Look for pass along ops
    • Give us something to talk about
    • Encourage self expression/creativity
    • Encourage participation
    • Use Mass Media
      http://abcnews.go.com/GMA/story?id=8477918
      http://www.youtube.com/watch?v=BU2BFTqHFz4
    • Hubs
      • talk more than average about your category.
      • 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
      • 442 cases of early-stage prostate cancer identified.
      http://video.google.com/videoplay?docid=-5056161883824941101
    • “We really had to plant separate seeds in each area”
    • 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
    • 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]”
      • Promotion focused on referrals and cross selling.
      • ROI was around 15.4 times the cost
      Kumar et al. “How Valuable is Word of Mouth?” Harvard Business Review, October 2007
    • Pitfalls, Misconceptions and Research
    • 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.
    • “We’d never seen anything like this! The passion was there. The word of mouth was there.”
      Marc Schiller
      Electric Artists
    • 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
    • “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?
      • 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
    • Advertising still matters
      • 21.6% of brand conversations refer to advertising (The Keller Fay Group)
      • Ads can simulate or stimulate buzz
      • Advertising Increases the pool of potential buzzers*
      • Slogans vs. stories
      * Nielsen. Niederhoffer et al. “The Origin and Impact of CPG New-Product Buzz” J.of Advertising Research 2007.
    • 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.
    • Those who talk about your product
      Tell us why
      Tell more people
      Try the product
      Find. Listen. Protect
    • Future
    • Opportunities to
      Talk to others
      Observe others
      Get smart help
      Things connected
    • 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
    • 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
    • Everett Rogers
      1931 - 2004
    • The Anatomy of Buzz
      Lessons in word of mouth marketing
      emanuel@emanuel-rosen.com @EmanuelRosen
    • “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
    • Source: Nicholas Christakis and James Fowler
      The New England Journal of Medicine
      http://content.nejm.org/cgi/content/full/357/4/370/DC2