BSI Buzz Power of the Brand Messengers

Marketing 2.0 Conference, Hamburg 2005
BSI



          Join the conversation
  MARKETING 2.0 CONFERENCE
      Paris, France 28/29 March 2011
         www.market...
Buzz Power
                of the Brand Messengers

                       Oct. 6th, 2005
                       Inus Hwan...
Buzz Power of the Brand Messengers



    AML, Leading Company in WOM Marketing in Korea


                     Bacon, Tof...
Buzz Power of the Brand Messengers



    The power of Azoomma(아줌마) in Korea




        •    Main consumer at the househo...
Buzz Power of the Brand Messengers




                           Buying Action: TV-Ad 30%                     < WOM 59%

...
Buzz Power of the Brand Messengers




                     Are you interested in the information
                     by ...
Buzz Power of the Brand Messengers




                     Do you refer to others when you like
                     a br...
Buzz Power of the Brand Messengers




                     What category do you get by WOM?




       Consumer Monitor C...
Buzz Power of the Brand Messengers




               Diffusion by 1Brand Messenger




                                  ...
Buzz Power of the Brand Messengers



    What are “Group 1 …………….n” of Azoomma ?

           • Family
           • Friend...
Buzz Power of the Brand Messengers




 AML’s WOM Marketing Schema based on IMC strategy




                             ...
Buzz Power of the Brand Messengers



 Case 1. KitchenForumTM – Hamsville Bacon

                                      • N...
Buzz Power of the Brand Messengers



   Promote each point of that


                                            Experien...
Buzz Power of the Brand Messengers

Case 1. KitchenForum – Hamsville Bacon

    Flow of Rice & Bacon Party




    ① Recru...
Buzz Power of the Brand Messengers

Case 1. KitchenForum – Hamsville Bacon


      Buzz Power of Brand Messengers




    ...
Buzz Power of the Brand Messengers

Case 1. KitchenForum – Hamsville Bacon




              h
          Reac
     Buzz


...
Buzz Power of the Brand Messengers

Case 1. KitchenForum – Hamsville Bacon


                                             ...
Buzz Power of the Brand Messengers

Case 1. KitchenForum – Hamsville Bacon



       Ratio of passing along the WOM / Buyi...
Buzz Power of the Brand Messengers

Case 1. KitchenForum – Hamsville Bacon



       Power of passing along the WOM to oth...
Buzz Power of the Brand Messengers

Case 1. KitchenForum – Hamsville Bacon


         Passing along the WOM in consistence...
Buzz Power of the Brand Messengers

Case 1. KitchenForum – Hamsville Bacon


       Brand Switching: Seeder > P1


       ...
Buzz Power of the Brand Messengers

Case 1. KitchenForum – Hamsville Bacon


       Cost effective rather than TV ad.

   ...
Buzz Power of the Brand Messengers

Case 1. KitchenForum – Hamsville Bacon


        Estimation

       • Cost to get 1,00...
Buzz Power of the Brand Messengers



 Case 1. KitchenForum – Hamsville Bacon


                         200 Agents

     ...
Buzz Power of the Brand Messengers



 Case 2. ValueSampling – Bosomi Cotton (Diaper)


                                  ...
Buzz Power of the Brand Messengers



 Case 3. KitchenForum & ValueSampling
                       – Coffemate Latte-cream...
Buzz Power of the Brand Messengers



 BuzzTrackingCard

                                     Brand Campaign
             ...
Buzz Power of the Brand Messengers



 BuzzTrackingCard



                                     Research
  Recipe




    ...
Buzz Power of the Brand Messengers



 Photos by seeders




                                     28
Buzz Power of the Brand Messengers



 Photos by seeders




                                     29
Buzz Power of the Brand Messengers



 What I’m Going to~



          1. Analsys in effectiveness of Brand community
    ...
Thank you very much




AML by Inus Community Co. ltd
627-8 Yeoksam-dong Kangnam-ku Seoul, Korea

Tel. 822-569-9910 Fax. 8...
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Buzz Power of the Brand Messengers

  1. 1. BSI Buzz Power of the Brand Messengers Marketing 2.0 Conference, Hamburg 2005
  2. 2. BSI Join the conversation MARKETING 2.0 CONFERENCE Paris, France 28/29 March 2011 www.marketing2conference.com
  3. 3. Buzz Power of the Brand Messengers Oct. 6th, 2005 Inus Hwang, President of Azoomma Marketing Lab http://aml.azoomma.com AML by Inus Community Co. Ltd. 627-8 Yeoksam-dong, Kangnam-ku, Seoul, Korea Tel. 822-569-9910 Fax. 822-569-5754 E-mail. inus@azoomma.com
  4. 4. Buzz Power of the Brand Messengers AML, Leading Company in WOM Marketing in Korea Bacon, Tofu, Milk, Cheese, Diaper, 2005 Coffee creamer, Bank product, and Home electronics, etc……. Parenting the Brand 2003 ★ Brand Messenger Start the service In WOM marketing Area Building the 2000 community by word- No 1. Community of-mouth of Married women In Korea. themselves 2 600,000 members
  5. 5. Buzz Power of the Brand Messengers The power of Azoomma(아줌마) in Korea • Main consumer at the household economy • 3 times’ power of communication as compared with Man • Very powerful networking with on-off • Urge to parenting the brand like as they parenting their baby 3
  6. 6. Buzz Power of the Brand Messengers Buying Action: TV-Ad 30% < WOM 59% Consumer Monitor Center by AML. Nov. 2004. (N=2,386) Over 20 age of Married women 4
  7. 7. Buzz Power of the Brand Messengers Are you interested in the information by WOM? Yes → 84% 5 Very Interest 4 Interest 3 2 little 1 None Consumer Monitor Center by AML. Nov. 2004. (N=2,386) Over 20 age of Married women 5
  8. 8. Buzz Power of the Brand Messengers Do you refer to others when you like a brand? Yes → 82% 5 Very often 4 often 3 2 little 1 None Consumer Monitor Center by AML. Nov. 2004. (N=2,386) Over 20 age of Married women 6
  9. 9. Buzz Power of the Brand Messengers What category do you get by WOM? Consumer Monitor Center by AML. Nov. 2004. (N=2,386) Over 20 age of Married women 7
  10. 10. Buzz Power of the Brand Messengers Diffusion by 1Brand Messenger 8
  11. 11. Buzz Power of the Brand Messengers What are “Group 1 …………….n” of Azoomma ? • Family • Friends • Office • Teacher of children • Husband’s friend With the Powerful • Hobby • Church Networking • Neighberhood • On-line community • Beauty Club Diffuse the Buzz • Party • Moms of children’s friends • Education Group • High-school friends…etc 9
  12. 12. Buzz Power of the Brand Messengers AML’s WOM Marketing Schema based on IMC strategy 10
  13. 13. Buzz Power of the Brand Messengers Case 1. KitchenForumTM – Hamsville Bacon • No experience • Unfamilia • Not leading brand in 2004 • Experience! Meet the Rice and Kimchi (Korean Basic food) Rice & Bacon Party (over the country ) 11
  14. 14. Buzz Power of the Brand Messengers Promote each point of that Experience Sampling Diffusion Increase Emotion Reference Contact Point -Brand By WOM Community Buying Feedback 12
  15. 15. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon Flow of Rice & Bacon Party ① Recruiting ② Experience Kits ③ SFSTM 200 Seeder - Card: 200×100 = 20,000 - 3 times ④ Rice & Bacon Party ⑤ Tracking ⑥ Buzz 전파 (During 1 month) - BuzzTrackingCard - Total Buzz Reach 4,282 feedbacks 65,197.9 - Total 780 times of party - 58% Buying Action - Total 5,955 person of party 13
  16. 16. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon Buzz Power of Brand Messengers 14
  17. 17. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon h Reac Buzz * How Seeder’s Action T-A. Right after party: Analysis of the Report by 200 messengers (N=195) [Consulting: Professor Kyoung- Tracking T-B About 2 months later: Analysis of the Research about their action for buzz (N=84) ja Kim scholared in Consumer P1’s Action in Catholic University of Korea] T-C. 1 months later: Analysis of the feedback-data by PI (N=4,282) T-D. 2 months later: Analysis of the Research about their action for buzz (N=167) 15
  18. 18. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon Buying Action * How Seeder’s Action T-A. Right after party: Analysis of the Report by 200 messengers (N=195) [Consulting: Professor Kyoung- Tracking T-B About 2 months later: Analysis of the Research about their action for buzz (N=84) ja Kim scholared in Consumer P1’s Action in Catholic University of Korea] T-C. 1 months later: Analysis of the feedback-data by PI (N=4,282) T-D. 2 months later: Analysis of the Research about their action for buzz (N=167) 16
  19. 19. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon Ratio of passing along the WOM / Buying Action Ratio of Passing along WOM Buying Action Buying Action 50% ▲ T-C T-D 17
  20. 20. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon Power of passing along the WOM to others Compared between seeders and P1s The Average number of passing along By Seeder 7.48 person ▲ TB TC TD 18
  21. 21. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon Passing along the WOM in consistence by P1 Message from seeder Reason of buying Message to others 느끼하지도 않고 담백 담백하면서도 짭짜름한 담백하면서도 느끼한 하면서 기름기가 쫙 빠 맛이 아침에 김치와 밥 맛이 덜해 아침에 먹어 A(P1) 까지 얹어 먹으니 도 부담없이 즐길 수 있 져 아침에 편하게 먹어 정말 삽겹살보다 훨씬 다 도 부담없이 먹을 수 있 부담없이 편하게 받아 어 좋다. 들여졌답니다 B(P1) 간편하게 요리가능하고, 간편하고 맛있어서… 간편하게 요리할수 있 맛있다 고, 맛있다고 굶고 출근하는 경우가 아침식사로 김치랑 밥 C(P1) 간단하게 아침식사 해 있었는데, 한끼 아침식 만있으면 간편하게 해 낼 수 있다고 사를 해결 할 수 있으니 결된다고... 까 D(P1) 간편한 아침요리를 할 조리하기 간편하면서도 맛과 조리시 간편함에 수 있다 맛있다 대해 19
  22. 22. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon Brand Switching: Seeder > P1 Seeder P1 Non Experience Hamsville + others Other brands 20
  23. 23. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon Cost effective rather than TV ad. TV-ad cost to get 6,484 of the Referal member *CPM=3,000~5,500 Reach 3+ (Attention) : 100% (8,000,000) × 3 = 24,000,000 Impression Recall : 5% (400,000) Action: 2.5% (10,000) Refer : 10% (1,000) [Consulting: Dr. Se-sung Oh, scholared in statistics, by KOBACO(Korean Broadcasting of Advertising Committement)] 21
  24. 24. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon Estimation • Cost to get 1,000 of referral member Media cost 24,000,000 × 3,000(CPM) = 72,000,000 • 6,484 of referral member Media cost 72,000,000 × 6.484 = 466,848,000 ※(exception the cost of production and model) • Our cost : 43,000,000 1/13 compared with TV ad 22
  25. 25. Buzz Power of the Brand Messengers Case 1. KitchenForum – Hamsville Bacon 200 Agents -Total Buzz Reach 65,197.9 -Referal Member 6,484 -Buying Action of the Reach 58.4% -Occ for 1 Agent 325.9X Now 2005, No 1 of M/S 23
  26. 26. Buzz Power of the Brand Messengers Case 2. ValueSampling – Bosomi Cotton (Diaper) 200 Agents -Total Buzz Reach 64,078.7 -Referal Member 4,771.5 -Buying Action of the Reach 41.2% -Occ for 1 Agent 320.3X 18% rasing up the sales rather than last year 24
  27. 27. Buzz Power of the Brand Messengers Case 3. KitchenForum & ValueSampling – Coffemate Latte-creamer 100 Agents -Total Buzz Reach 37,873.9 -Referal Member 4,927 -Buying Action of the Reach 60.6% -Occ for 1 Agent 378.7X 25
  28. 28. Buzz Power of the Brand Messengers BuzzTrackingCard Brand Campaign & WOM Message Postcard Refer to others 26
  29. 29. Buzz Power of the Brand Messengers BuzzTrackingCard Research Recipe Consumer Event Benefit 27
  30. 30. Buzz Power of the Brand Messengers Photos by seeders 28
  31. 31. Buzz Power of the Brand Messengers Photos by seeders 29
  32. 32. Buzz Power of the Brand Messengers What I’m Going to~ 1. Analsys in effectiveness of Brand community in WOM Marketing. 2. How track and manage the P2’s buzz…. 3. How estimate the reasonable budget in Wom marketing Let’s Talk about ~ 30
  33. 33. Thank you very much AML by Inus Community Co. ltd 627-8 Yeoksam-dong Kangnam-ku Seoul, Korea Tel. 822-569-9910 Fax. 822-569-5754 E-mail. azoomma@azoomma.com CEO In-young (Inus) Hwang Director Sang-yoon, Hwang

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