Word of-mouth-marketing-techniques-womm4195

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Word of-mouth-marketing-techniques-womm4195

  1. 1. 1<br />WORD OF MOUTH MARKETING<br />CREATINGBUZZ<br />NAPA CONSULTING GROUP<br />
  2. 2. 2<br />HOW TO USE WORD-OF-MOUTH MARKETING (WOMM) TECHNIQUES AND SOCIAL MEDIA TO DRIVE GROWTH BY CREATING A POSITIOVE BUZZ AROUND YOUR PRODUCT OR SERVICE.<br />
  3. 3. 3<br />TO APPRECIATE WOMM: FIRST YOU HAVE TO UNDERSTAND WHAT’S BROKEN WITH TRADITIONAL MARKETING.<br />
  4. 4. 4<br />IS YOUR CAMPAIGN HAVING A NEGATIVE IMPACT ON YOUR BRAND?<br />
  5. 5. 5<br />ONLY 18% OF TV ADS <br />GENERATE POSITIVE ROI<br />
  6. 6. 6<br />84% OF B2B CAMPAIGNS<br />RESULTED IN LOWER SALES<br />
  7. 7. 7<br />100% INCREASE IN AD SPENDING <br />JUST TO ADD 1% - 2% IN SALES<br />
  8. 8. 8<br />ONLY 14% TRUST ADS<br />
  9. 9. 9<br />69 %INTERESTED IN AD<br />BLOCKING TECHNOLOGIES<br />
  10. 10. 10<br />TRADITIONAL MARKETING & ADVERTISING<br />ADVERTISING CLUTTER<br />MEDIA FRAGMENTATION<br />CONSUMERS TUNED OUT<br />LESS EFFECTIVE<br />MORE EXPENSIVE<br />LESS TRUSTED<br />LOWER ROI<br />
  11. 11. 11<br />2.<br />1.<br />…the JESUS PHONE rocks!<br />..i got to have an iPhone<br />WOMM POWER<br />
  12. 12. 12<br />TWO THIRDS OF U.S. ECONOMONY DRIVEN BY WOM<br />
  13. 13. 13<br />POSITIVE CORRELATION TO BUSINESS GROWTH<br />
  14. 14. 14<br />BRAND ADVOCACY DRIVES BUSINESS GROWTH<br />Harvard study<br />
  15. 15. 15<br />BRAND ADVOCACY EVEN MORE IMPORTANT THAN BRAND IMAGE OR BRAND SATISFACTION<br />Harvard study<br />
  16. 16. 16<br />LAW OF FEW<br />10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90%<br />
  17. 17. 17<br />91% LIKELY TO BUY ON RECOMMENDATION<br />
  18. 18. 18<br />92% PREFER WOM RECOMMENDATION<br />
  19. 19. 19<br />BRAND ADVOCATES<br />AVERAGE<br />CUSTOMERS,<br />CLIENTS,<br />CONSUMERS<br />
  20. 20. 20<br />WOMM CHARACTERISTICS<br />HOMOPHILY<br />HAWTHORNE EFFECT<br />CONVERSATION: DIALOGUE<br />EXPRESSION<br />INVISIBLE NETWORKS<br />LINKS<br />SIX DEGREES OF SEPARATION<br />DIGITAL MEDIA<br />MUCH HIGHER LEVEL OF TRUST<br />HUMILITY<br />
  21. 21. 21<br />WOMM = C2C CONVERSATION<br />Consumer-to-consumer conversation<br />
  22. 22. 22<br />NOT …<br />TRADITIONAL MARKETING<br />&<br />ADVERTISING<br />
  23. 23. 23<br />BUZZ = INFECTIOUS CHATTER<br />WHAT’S HOT<br />WHAT’S ATTRACTIVE<br />
  24. 24. 24<br />VEHICLE FOR CONTAGION<br />PERSON-TO-PERSON TALKING<br />TALKING BY PHONE<br />SOCIAL MEDIA TOOLS<br />SMS<br />E-MAIL<br />IM<br />BLOGGING<br />VBLOG<br />WRITING<br />
  25. 25. 25<br />WHO ARE NETWORK HUBS<br />CONNECTORS<br />ALPHAS<br />OPINION LEADERS<br />SNEEZERS<br />PEERS<br />
  26. 26. 26<br />LINKS OR NODES SPREAD BUZZ<br />NETWORK<br />A<br />NETWORK<br />B<br />NODE<br />TRUSTED CHANNEL<br />
  27. 27. 27<br />CORRELATION BETWEEN NETWORK HUBS AND EARLY ADOPTERS.<br />
  28. 28. 28<br />LINKS FUEL DIFFISUION<br />A NETWORK OF 100 PEOPLE = 4,950 POSSIBLE LINKS<br />A NETWORK OF 1,000 PEOPLE = 500,000 POSSIBLE LINKS<br />Six degrees of separation concept (a/k/a small world phenomenon)<br />
  29. 29. 29<br />AVERAGE PERSON HAS …<br />11 TO 12 INTIMATE CONTACTS<br />150 SOCIAL CONTACTS<br />500 TO 1,500 WEAK TIES<br />
  30. 30. 30<br />HOMOPHILY<br />BIRDS OF A FEATHER FLOCK TOGETHER<br />The term homophily stems from study of social networks.<br />
  31. 31. 31<br />CLUSTERS<br />Interests hobbies beliefs age gender social class ethnicity religion values politics geography education occupation <br />
  32. 32. 32<br />ALL ABOUT…<br />INTERACTION IN & AMONG INVISIBLE NETWORKS<br />
  33. 33. 33<br />LEAPFROGGING TECHNIQUES<br />Aqua Teen<br />WOMM umbrella term<br /><ul><li>Buzz marketing
  34. 34. Special hook, event, promotion. AquaTeenHunger Force Boston Bomb Scare
  35. 35. Viral marketing
  36. 36. Branded material, websites, blogs, advergames, widgets, bligets, videos, utilities, collaboration tools etc. that sneezers spread. ParkRidge47, Vote Different
  37. 37. Influencer marketing
  38. 38. Identifying and finding the influencers
  39. 39. Evangelist marketing
  40. 40. Turning most loyal customers into citizen marketers
  41. 41. Street marketing
  42. 42. Interacting at popular offline places like Buzz Oven
  43. 43. Stealth / Undercover marketing
  44. 44. Bree, lonelyGirl15</li></ul>Buzz Oven<br />Bree<br />Source: Justin Kirby, & Paul Marsden (2006). Connected marketing. Oxford, UK: Butterworth-Heinemann. 198<br />YouTube<br />
  45. 45. 34<br />WIDGET & BLIDGET<br />
  46. 46. 35<br />SOCIAL MEDIA<br />Social media describes the online technologies and practices that people use to share opinions, insights, experiences, perspectives and media itself. Social media can take many different forms, including text, images, audio, and video. These sites typically use technologies such as blogs, message boards, podcasts, wikis, and vlogs to allow users to interact. Source: Wikipedia<br />
  47. 47. 36<br />BUZZ MARKETING WITH BLOGS…<br />BLOGVERTORIAL<br />BUSINESS BLOG<br />FAUX BLOG<br />70 million blogs in just 4 years. 120K blogs being added each day.<br />
  48. 48. 37<br />SEEDING…<br />STIMULATING DISCUSSION<br />PROMO EVENT<br />REDUCED PRICING<br />FREEWARE<br />GAME<br />DEMO<br />TRIAL<br />BETA<br />
  49. 49. 38<br />ASK YOURSELF…<br />How does information flow in my industry?<br />Where do people get their information? <br />Does information flow in a centralized way?<br />How do consumers interact in my industry? <br />Do they hangout in networks?<br />How big are these networks?<br />Is my industry conservative?<br />What influences my customers?<br />Who influences my customers?<br />Is my product risky?<br />
  50. 50. 39<br />BUZZ MISTAKES…<br />FOCUSING JUST ON OPINION LEADERS (1%)<br />NARROWLY PROFILING CONNECTORS<br />NO STORY<br />OVERSELLING<br />
  51. 51. 40<br />BUZZ GUIDELINES<br />SUPERIOR EXPERIENCE<br />CONTAGIOUS PRODUCT<br />SUPERIOR QUALITY<br />UNDERPROMISE<br />OVERDELIVER<br />ANTICIPATION<br />REACH 10% - 15%<br />TRUTH<br />
  52. 52. 41<br />IDEAL BUZZ CANDIDATES…<br />REQUIRE NO ADVERTISING<br />LEAVE A TRACE<br />NETWORK EXTERNALITY<br />INCREASE COMPATABILITY<br />INCREASE TRANSPARENCY<br />SELF CONTAINED<br />
  53. 53. 42<br />Kameran Ahari<br />e-marketing & strategy consultant<br />http://gotastrategy.typepad.com<br />Napa Consulting Group<br />

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