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Transient Identiti Thought Leadership Consumer Generated Media V3


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CGM, WOM, Buzz, consumer to consumer, social media, customer creation, viral marketing

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Transient Identiti Thought Leadership Consumer Generated Media V3

  1. 1. Leveraging Consumer Generated Media Harnessing WOM, Creating Buzz, Initiating Viral Marketing as a Driver of Social Marketing Presented by Albert Thompson President, transient identiti
  2. 2. Universal Truth CGM as the Trusted Source <ul><li>Consumers trust CGM and word of mouth far more than any other information source… </li></ul>Source: Forrester/Intelliseek Research
  3. 3. Guiding Principles - CGM <ul><li>Authentic and truthful with proper disclosure. </li></ul><ul><li>Unfiltered, unsolicited and outside marketer’s ability to control it. </li></ul><ul><li>Absent corporate “PR” rhetoric. </li></ul><ul><li>Characterized by natural and mutual consumer to consumer dialogue. </li></ul><ul><li>Must incorporate a value exchange. </li></ul>
  4. 4. Mandatories for Effective Execution <ul><li>Creative license to take risks. </li></ul><ul><li>Continuous seeding of creative concepts and ideas. </li></ul><ul><li>“Focused” online destination geared to drive user participation and interaction. </li></ul><ul><li>Plug-in play tools such as send-to-a-friend. </li></ul><ul><li>Active participation amongst “influencer” set. </li></ul>
  5. 5. The Insights from CGM <ul><li>Understand emerging trends/themes by listening in to consumers’ real-time experiences. </li></ul><ul><li>Effectively manage a company’s or brand’s reputation by following sentiment as it circulates. </li></ul><ul><li>Benchmark a product/service/company against major competitors , and use information for competitive advantage. </li></ul><ul><li>Spur product development , feeding it with immediate real-time feedback, suggestions, alternative-use ideas and product-testing insights. </li></ul><ul><li>Gather product suggestions, alternate uses and enhancements offered by consumers. </li></ul><ul><li>Spot damaging issues/rumors quickly many of which originate today on the Internet. </li></ul><ul><li>Intervene quickly if potential problems are mentioned, circulated or spotted. </li></ul>
  6. 6. CGM: New Rules of Engagement <ul><li>The new media is Social media – Leveraging media outlets that enable and facilitate the interactive exchange amongst prospective customers and the brand. </li></ul><ul><li>New culture is about customer creation </li></ul><ul><ul><li>Think Generation C (Content), InfoLust, life Caching, and Virtual Anthropology </li></ul></ul><ul><li>Prefer collaborative engagement through participatory media. </li></ul><ul><li>Peer-2-Group is the new “network.” </li></ul>
  7. 7. Strategic Approach: Story-Telling <ul><li>Effective WOM, Buzz, and Viral Marketing capitalizes on what is </li></ul><ul><li>called the “curiosity gap” (that addictive pull people </li></ul><ul><li>experience when their preconceived ideas are challenged or </li></ul><ul><li>exploited). </li></ul><ul><li>As a form of piecemeal storytelling, the art of WOM, Buzz, and </li></ul><ul><li>Viral Marketing is to create seductive entry points into the </li></ul><ul><li>narrative… </li></ul><ul><li>CGM provides the infrastructure to support a natural outgrowth </li></ul><ul><li>of WOM, Buzz, and Viral pass-along to be driven by the </li></ul><ul><li>influencer segment of a brand’s consumer base. </li></ul>
  8. 8. Distinguishing WOM, Viral, and Buzz <ul><li>WORD OF MOUTH is the most powerful medium on the planet. It’s the actual sharing of an opinion about a product or service between two or more consumers . It’s what happens when people become natural brand advocates. The key to its success: It’s honest and natural. </li></ul><ul><li>VIRAL MARKETING is an attempt to deliver a marketing message that spreads quickly and exponentially among consumers . Today, this often comes in the form of an email message or video. It isn’t dishonest or unnatural. At its best, it is word of mouth enabled, and at its worst, it’s just another interruptive marketing message. </li></ul><ul><li>BUZZ MARKETING is an event or activity that generates publicity, excitement, and information to the consumer . If buzz is done right, people will write about it, so it essentially becomes a great PR vehicle. </li></ul>Source: BzzAgent
  9. 9. How We Do It <ul><li>Build User Driven-Content Sharing Branded Sites </li></ul><ul><li>Create Pass-Along Tools or Objects </li></ul><ul><li>Create a Blog </li></ul><ul><li>Create Viral Video </li></ul><ul><li>Establish a User Community </li></ul><ul><li>Identify Influencers in Your Database </li></ul><ul><li>Influence Your Influencers </li></ul><ul><li>Interact with Bloggers </li></ul><ul><li>Product Placement/Seeding/Sampling </li></ul>
  10. 10. Where We Seed It <ul><li>Online Discussion Boards </li></ul><ul><li>USENET groups </li></ul><ul><li>Blogs </li></ul><ul><li>Consumer-oriented sites </li></ul><ul><li>Review sites </li></ul><ul><li>Forums </li></ul><ul><li>Social Networks </li></ul><ul><li>Micro/Nanocommnunities </li></ul><ul><li>IM/SMS </li></ul><ul><li>Listservs </li></ul>Source: Nielsen Buzzmetrics Source: Nielsen Buzzmetrics
  11. 11. How We Measure It Nielsen BuzzMetrics is the global measurement standard in Consumer-Generated Media.
  12. 12. How We Track It Example: Buzz for “Men Mental Health” Word of mouth measurement involves tracking all personal transcripts across the digital landscape…. blogs, message boards, forums, social networks, email list-serves, search engines , etc.
  13. 13. Future WOM, Buzz, Viral Marketing <ul><li>Utilized as key metrics in brand tracking for market research. </li></ul><ul><li>Merged into wider marketing mix. </li></ul><ul><li>Adopted in CRM programs for retention and acquisition. </li></ul><ul><li>Standardized for ROI metrics. </li></ul>