Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Word of Mouth: Harnessing the Voice of Customers to Grow Business

509 views

Published on

The session describes how trusted peers get results as other tactics are in decline, especially with millennials. Learn how to success with similar efforts.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Word of Mouth: Harnessing the Voice of Customers to Grow Business

  1. 1. Word of Mouth: Harnessing the voice of customers to reach a Millennial audience
  2. 2. 1. 2016 outlook 2. Word of Mouth 3. Millennials 4. Case studies 5. Your questions! In 30 minutes…
  3. 3. 2016 Photo? Stats?
  4. 4. Trust
  5. 5. Credibility
  6. 6. Influence
  7. 7. Recommended reading
  8. 8. Word of Mouth 1. WOM: sharing something interesting and valuable 2. WOMM: Business action that earns a recommendation In short, be remarkable.
  9. 9. WOMM: what’s it worth? • Drives average 13% sales • Offline produces 2/3 impact; online 1/3 • Amplifies paid media by 15% • Impacts immediately • Valued at 5+ paid impressions • MAKES YOU BETTER!
  10. 10. WOMM readiness 1. Listen 2. Be affected by what you hear 3. Respond to what has affected you 4. Engage, equip and empower
  11. 11. WOMM activations Advocates, Influencers and Ambassadors
  12. 12. Roche PharmaceuticalsRoche Pharmaceuticals
  13. 13. Parelli Natural Horsemanship
  14. 14. Megabus.com
  15. 15. millennials
  16. 16. Megabus.com Student Ambassador Program
  17. 17. • First bus company with brand ambassadors • Increase brand awareness • Engagement Rationale & Goals
  18. 18. • Strategically select locations • Recruit college ambassadors • Events/activations • Incentives Tactics
  19. 19. Objectives and metrics aligned with goals 1. Email addresses 2. Impressions 3. Polling Measurement
  20. 20. 2014 Program Results 77 4,878,216 10,115 202 1,332 64,287
  21. 21. • Hiring/management • Accurate/consistent • Measurement/ROI • Campus roadblocks Challenges
  22. 22. Takeways • Flexibility is key • Listen to feedback from ambassadors • Measure and record everything
  23. 23. 1. WOM is important 2. Marketers should make friends with PR ;) Summary
  24. 24. Word of Mouth: Harnessing the voice of customers to grow business

×