conversation_and_word_of_mouth_marketing-louise_rijk.ppt
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  • 1. Integrating Word of Mouth into the Advertising Mix November 2008 Louise Rijk Vice-President Marketing and Sales Advanced Media Productions, Inc. www.AdvMediaProductions.com
  • 2.
    • What is Word of Mouth (WOM)?
    • What is Word of Mouth Marketing (WOMM)?
    • The Rising Influence of Word of Mouth
    • The Return of Conversation in the Social Order
    • Big Brands and Word of Mouth
    • WOM and Advertising are Working Together
    • Marketing/Advertising-driven Word of Mouth
    • Integrating WOMM with Advertising
    Overview Word of Mouth Marketing www.AdvMediaProductions.com
  • 3. Word of Mouth Marketing What is Word of Mouth (WOM)? Word of Mouth is the act of consumers providing honest information to other consumers Word of Mouth is driven by “influencers” with large social networks who are inspired to talk positively about a brand, product or service Organic WOM – Occurs naturally when people become advocates because they are happy with a product or service Amplified WOM – When marketers launch campaigns to accelerate organic WOM (WOMM) www.AdvMediaProductions.com
  • 4. Word of Mouth Marketing What is Word of Mouth Marketing (WOMM)?
    • Word of Mouth Marketing
      • WOMM happens when people are given a reason to talk about a product(s) or service(s) – online and offline
      • WOMM is based on driven customer satisfaction, two-way dialog and transparent communications
    • Online Word of Mouth Marketing
      • Online WOMM includes online consumer activities using Internet tools that allow the exchange of ideas about products, services and brands through social networks
      • Online WOMM does not dissipate after a conversation as in the offline world
      • Online WOMM’s share is relatively small, but growing
        • Approximately 20 percent of all WOM is currently happening online
    www.AdvMediaProductions.com
  • 5. Word of Mouth Marketing The Rising Influence of Word of Mouth Fragmentation of Media Consumption, More Consumer Control over Media, Declining Consumer Trust, New Internet Technologies www.AdvMediaProductions.com
  • 6. Word of Mouth Marketing © 2008 Advanced Media Productions, Inc. www.AdvMediaProductions.com The Return of Conversation in the Social Order
  • 7. Word of Mouth Marketing www.AdvMediaProductions.com Big Brands and Word of Mouth
  • 8. Word of Mouth Marketing www.AdvMediaProductions.com WOM and Advertising are Working Together
  • 9. Word of Mouth Marketing www.AdvMediaProductions.com Marketing/Advertising-driven Word of Mouth Source: Keller Fay TalkTrack ™
  • 10. Word of Mouth Marketing Source: Keller Fay TalkTrack ™ www.AdvMediaProductions.com Organic WOM is Most Effective People on the “receiving side” of WOM are more impressed by advice give by a true user of a brand
  • 11. Word of Mouth Marketing www.AdvMediaProductions.com People are More Inclined to Recommend After Exposure to Marketing/Advertising Source: Keller Fay TalkTrack ™
  • 12. www.AdvMediaProductions.com Word of Mouth Marketing Integrated WOMM and Advertising Campaign
  • 13. www.AdvMediaProductions.com Word of Mouth Marketing Integrated WOMM and Advertising Campaign
  • 14. www.AdvMediaProductions.com www.AdvMediaProductions.com Word of Mouth Marketing Thank You!