Offline Word of Mouth: Industry’s Greatest Examples


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Womma, 13th november 2008, WoM, Ed Keller, The Keller Fay Group

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Offline Word of Mouth: Industry’s Greatest Examples

  1. 1. Offline Word of Mouth: Industry’s Greatest Examples Ed Keller, The Keller Fay Group Moderator
  2. 2. A terrific panel to share the secrets of how (and why) they tap the power of offline WOM <ul><li>David Witt, General Mills </li></ul><ul><ul><li>Manager, Brand Public Relations </li></ul></ul><ul><li>Angela Proctor, Boston Market </li></ul><ul><ul><li>Senior Director of Communications and Field Marketing </li></ul></ul><ul><li>Jeffrey Graham, The New York Times </li></ul><ul><ul><li>Executive Director, Customer Insight </li></ul></ul>
  3. 3. What We Know About Offline Word of Mouth <ul><li>There’s a lot of it </li></ul><ul><ul><li>The vast majority of word of mouth takes place offline </li></ul></ul><ul><li>The dynamics of offline word of mouth are different </li></ul><ul><ul><li>More positive than online </li></ul></ul><ul><ul><li>More credible, positive and likely to inspire purchase </li></ul></ul><ul><ul><li>The trajectory of offline WOM is often quite different than online </li></ul></ul><ul><li>Smart WOM marketers are focused on offline strategies </li></ul><ul><ul><li>As well as online </li></ul></ul>Selected data follow . . .
  4. 4. Online – 7% Source: OMD/Keller Fay Group proprietary report based on TalkTrack®, June 5 th 2006 through February 3, 2008 90% of WOM Occurs Offline
  5. 5. Total Online: 19% Total Online: 8% Total Online: 6% Total Online: 4% Total Online: 3% Source: OMD/Keller Fay Group proprietary report based on TalkTrack®, June 5 th 2006 through February 3, 2008 Offline Predominant Across Age Groups
  6. 6. Offline WOM More Credible, More Positive & More Likely to Inspire Purchase (% rating WOM highly credible/likely to inspire action, “9” or “10” on 0-10 scale) Base : Brand mentions where someone else provided advice (Total Public, Offline n=89,889; Total Public Online, n=5,672) Source: TalkTrack®, January through December 2007 Figures Represent Those Scoring “9” or “10” on a 0-10 scale (Among All Brand Mentions)
  7. 7. Online/Offline Trends: Same or Different? Base: Offline/Online Conversations (2006: Jun., n=13,612 / 1,337; Jul., n=17,158 / 1,589; Aug., n=17,289 / 1,222; Sep., n=17,324 / 1,355; Oct., n=13,715 / 923; Nov., n=16,783 / 1,272; Dec., n=16,872 / 1,379; 2007: Jan., n=21,282 / 1,698; Feb., n=20,701 / 1,526; Mar., n=24,067 / 2,029; Apr., n=14,805 / 1,395; May, n=17,563 / 1,300; Jun., n=20,219 / 1,947; Jul., n=13,132 / 1,263; Aug., n=14,955 / 1,110; Sep., n=12,368 / 811; Oct., n=14,228 / 1,1013) Source: TalkTrack®, June 5 th 2006 through October 28 th 2007 Sometimes Similar % offline/online WOM about new video game Sometimes Different % offline/online WOM about national retailer
  8. 8. Offline WOM at General Mills David Witt Manager, Brand Public Relations
  9. 9. <ul><li>Why Offline WOM? </li></ul><ul><li>New Products (primarily) </li></ul><ul><ul><li>Look for all levers to help new product launches succeed </li></ul></ul><ul><ul><li>WOM works </li></ul></ul><ul><ul><ul><li>Progresso Light </li></ul></ul></ul><ul><ul><ul><ul><li>Weight Watchers POINTS Value of Zero </li></ul></ul></ul></ul><ul><ul><ul><li>Fiber One Chewy Bars </li></ul></ul></ul><ul><ul><ul><li>Yoplait Kids </li></ul></ul></ul><ul><li>Several Iconic Brands </li></ul><ul><ul><li>Significant consumer interest </li></ul></ul>
  10. 10. <ul><li>How Using WOM? </li></ul><ul><ul><li>Our own property </li></ul></ul><ul><ul><ul><li>Populated with consumers specifically interested in food </li></ul></ul></ul><ul><ul><ul><li>and new food products </li></ul></ul></ul><ul><ul><ul><li>Newly created, with many of the current members recruited </li></ul></ul></ul><ul><ul><ul><li>from our own database </li></ul></ul></ul><ul><ul><li>Other Agencies </li></ul></ul><ul><ul><ul><li>TALK Marketing </li></ul></ul></ul>
  11. 11. Website Welcome Page
  12. 12. Individual Web Page
  13. 13. Members Blogging about our Brands <ul><li>Members blogging within a day of receiving products. </li></ul>
  14. 14. Consumer-Influencers Drive Brand Advocacy <ul><li>Build advocacy for all brands; not a transactional relationship </li></ul><ul><li>Lots of interesting content to share. </li></ul>
  15. 15. <ul><li>How WOM has Worked for General Mills </li></ul><ul><li>Our Pilot Program Showed Great Results </li></ul><ul><ul><li>Good levels of WOM generated </li></ul></ul><ul><ul><ul><li>Number of conversations </li></ul></ul></ul><ul><ul><ul><li>Coupon redemption </li></ul></ul></ul><ul><ul><li>Consumers loved the program and asked for it to continue </li></ul></ul><ul><li>Some Products More Talkable than Others </li></ul><ul><li>Offline and Online WOM Work Together </li></ul><ul><ul><li>Provide online tools along with the offline outreach </li></ul></ul>
  16. 16. Offline WOM Industries Greatest Examples Angela Proctor Boston Market
  17. 17. Why Offline WOM? <ul><li>INFLUENCE </li></ul><ul><ul><li>Face-to-face conversations remain critically influential. </li></ul></ul><ul><li>REACH </li></ul><ul><ul><li>WOM engages specific customers that other media may not reach. </li></ul></ul><ul><li>RELEVANCE </li></ul><ul><ul><li>Food is one of the most talked about topics of conversation. </li></ul></ul><ul><ul><li>Brand mentions are extremely high in food related topics. </li></ul></ul>
  18. 18. How are you engaged with it? <ul><li>Influencing the Masses </li></ul><ul><li>The first WOM media channel. </li></ul><ul><li>Allowing agencies and clients to develop and execute their own WOM campaigns through our community of trained Agents. </li></ul><ul><li>500,000 Agents in our growing, international network of volunteers </li></ul><ul><li>500 WOM programs under our belt </li></ul><ul><li>Influencing the Influencers </li></ul><ul><li>Working through the individuals who have the greatest impact on the audience’s decisions. </li></ul><ul><li>Professionals who have a vested interest in the target audience, such as community leaders, nurses, fitness instructors, teachers, and coaches. </li></ul><ul><li>A network of Community Organizers located in more than 100 cities throughout the U.S. </li></ul>Two specific tests; Two agency partners
  19. 19. Fleishman-Hillard Grassroots <ul><li>Fleishman-Hillard (FH) </li></ul><ul><ul><li>Leveraging network of community organizers (COs). </li></ul></ul><ul><ul><li>Targeting seniors in three markets. </li></ul></ul><ul><ul><li>Providing information about the brand to customers via live presentations. </li></ul></ul>
  20. 20. How has FH worked? <ul><li>SALES </li></ul><ul><ul><li>Tracking use of a specific offer. </li></ul></ul><ul><ul><li>Gaining contact information from each event. </li></ul></ul><ul><li>REACH and INFLUENCE </li></ul><ul><ul><li>Quantifiable attendance at meetings . </li></ul></ul><ul><li>INSIGHTS </li></ul><ul><ul><li>Summarized bi-weekly reports that include customer responses. </li></ul></ul>
  21. 21. BzzAgent Programs <ul><li>Two specific tests this year </li></ul><ul><ul><li>Focused on two different parts of our business – Catering sales and Restaurant traffic. </li></ul></ul><ul><ul><li>Targeting busy moms and administrative professionals in specific markets. </li></ul></ul><ul><ul><li>Providing buzz worthy information about the brand </li></ul></ul><ul><ul><li>Providing incentives to visit the restaurant. </li></ul></ul>
  22. 22. Program Objectives 199,320 communications Reach Generate Brand Awareness 2.5 BzzRecipients/Agent visit Boston market Increase likelihood of future visits Influence a positive shift in NPS with a final score of 35% Reported visits Purchase Intent Net Promoter ® Score Drive Sales Stimulate trial and transactions Increased frequency Build advocates Objective Metric Goal Gain Consumer Insights BzzReport trends Post-Campaign Survey Results Gather consumer feedback to Boston Market and it’s offerings What key messages are most compelling to women? What would encourage them to visit, and visit more often?
  23. 23. Total Reach: 262,621 * Relay Rate of 4.14 individuals sourced Measuring the Ripple: Creating the G2X Relay Rate and an Industry Standard Methodology to Measure the Spread of Word-of-Mouth Conversations and Marketing-Relevant Outcomes, Measuring Word of Mouth vol. 3 , WOMMA Program Reach BzzAgent Generation 0 4,000 Relay Rate = 12.6 individuals 50,315 Generation 1 Relay Rate = 4.14 individuals* 208,306 Generation 2
  24. 24. Shifting Brand Perceptions <ul><li>Engagement and education helped positively shift perceptions of Boston Market </li></ul>Which words/attributes do you associate with Boston Market? (check all that apply)
  25. 25. Purchase Intent <ul><li>The Campaign dramatically increased purchase intent </li></ul>How likely are you to visit a Boston Market Restaurant in the future? 28% -> 80%
  26. 26. MARKET IMPACT <ul><li>Agents bring people to Boston Market with them </li></ul>Agent-Reported visits by G1s 4.1 Visited with Agent 3.5 Visited on their own 2.25 likely visited (BzzAgent adjusts intent by -50%) 9.85 G1s visited
  27. 27. WOM and Jeffrey Graham Executive Director, Customer Insight The New York Times
  28. 32. Marketing to users/readers…
  29. 33. … and to advertisers
  30. 35. Valuing our audience Source: Keller Fay TalkTrack
  31. 36. <ul><li>Brand Mentions: Leading Telecom Provider </li></ul>Source: Keller Fay TalkTrack Changing the dialogue about objectives….
  32. 37. ..and about results Percentage of Consumers Reporting Word of Mouth About Luxury Brand “X” In mid-February, a large brand campaign began in NY Times , both in print and online Source: Keller Fay TalkTrack
  33. 38. Influence = ROI Automotive Example Media Buy A Reach = 10MM consumers 10% are multipliers Potential = 32MM Recommendations Media Buy B Reach = 10MM consumers 40% are multipliers Potential = 68MM Recommendations Auto non-Multipliers speak to 2 people Auto Multipliers speak to 14 people Source: New York Times Customer Insight Group Research
  34. 39. Thank you