The document discusses how to manage word-of-mouth conversations. It notes that most word-of-mouth is stimulated by everyday conversations rather than marketing efforts. Research with the company BzzAgent found that word-of-mouth conversations most often occur between friends and family at home, and discuss life, buying products/services, arts/entertainment, and technology. Understanding these conversational contexts can help marketers better incorporate word-of-mouth into their strategies.
5. Percentage of WOM
conversations stimulated by
marketing organization’s
promotional efforts…
Source: Mangold, Miller, and Brockway (1999). The Journal of Services Marketing.
6. Top 2 WOM Stimulants
1. Conversational
Partner’s 50.3%
Felt Need
2. Coincidental
WOM 18.4%
Source: Mangold, Miller, and Brockway (1999). The Journal of Services Marketing.
7. It’s Not About Marketing
• Effective WOM marketing…
– is not rooted in the marketing
of a particular organization,
brand, product, or service.
– is based in the everyday
relationships, conversations,
and relevancies of people
discussing other matters.
8. Analogy: Social Support
• Social support involves
comforting others, giving
advice, and supportive
interaction.
• Research has shown
importance of everyday,
routine conversations.
Source: Leatham & Duck (1990). In Personal Relationships and Social Support.
9. What Do The Conversations
“Look Like”?
• Participants
• Topics
• Locations
• Activities
Conversational Geography of Word-of-Mouth
10. Research Partner: BzzAgent, Inc.
• Agency works with
volunteers who receive
samples or discounts
for products along with
an information booklet.
• Agents share opinions
with others, report on
those interactions, and
receive personalized
feedback on those
reports from Agency.
• Agents earn points for
reporting, though most
are not redeemed.
• Agency compiles report
for brand company.
16. Putting It All Together…
Topics
Participants
Locations Activities
17. Putting It All Together…
• Friends and family members
are most often surprised to
Topics
Participants
Locations Activities
hear about the health benefits
Product X.
• Product Y commonly gets
discussed with strangers and
Topics
Participants
Locations Activities
acquaintances on public
transportation.
• Brand Z often gets talked
about when people are
Topics
Participants
Locations Activities
interested in buying a related
product or service.
18. Knowledge of Conversational
Geography Can Result In…
• Re-design of product
Participants
Topics
packaging;
Locations Activities
Topics
• Encouraging other customers
Participants
Locations Activities
to talk about the product in the
Topics
same way;
Participants
Locations Activities
• Seeding a product in particular
kinds of social networks,
locations, venues, etc.
19. Key Take-Away Point
Participants
Topics • Marketers need to better
Locations Activities understand the context of
WOM conversations and
how the brand-related
content is woven into the
everyday talk that is already
going on.
23. Key Take-Away Point
• Incorporate WOM into
existing initiatives to
leverage credibility effect.
24. Case Study: VW’s Alpha Drivers
• WOM & loyalty program
developed by BzzAgent
& Arnold.
• Screened and invited
5,000 Passat owners
and brand advocates.
• 12-week campaign.
• Dedicated website to
interact with VW & talk
up 2006 Passat.
• Gained special access,
including web cast with
Exec. VP Len Hunt and
24-hour test drive.
25. Through VW of
America’s
exclusive Alpha
Driver’s program…
I’ve been able to
procure myself a
nice little 24-hour
test drive…
I wonder if gas is
included?
26. I’m part of the VW
Alpha Drivers
program.
The new Passat
is luxurious.
The new Passat is
a very nice car
that is probably
worth the money,
but…
27. OK, I’m part of
Volkswagen’s
Alpha Drivers
Network…
… they send me
swag and I get to
promote it for
them…
Somebody at
VW’s ad agency
needs a time out.
28. Key Take-Away Point
• Become a participant in the
conversations by…
– Involving consumers early on
– Providing behind-the-scenes
access
– Creating space to respond to
feedback and facilitate C2C
Participants
Topics
conversations
Locations Activities
– Learning from offline and online
conversations
29. Wrap Up
Participants
Topics • Understand conversational
Locations Activities and relational contexts of
WOM
• Incorporate WOM into
marketing mix to leverage
credibility effect
• Become a participant in
WOM conversations
30. Presenter Information
Walter J. Carl, Ph.D.
Department of Communication Studies
101 Lake Hall
Northeastern University
Boston, MA 02115
617-373-4075
Please contact me if
your company is
interested in
collaborating on w.carl@neu.edu
future WOM and
http://www.waltercarl.neu.edu
buzz marketing
research projects. http://www.wom-study.blogspot.com
31. Top Five WOM Stimulants
For Service-Related WOM Episodes
Conversational Partner’s Felt Need 50.3%
Coincidental WOM 18.4%
(Dis)Satisfaction with Service 8.8%
Observance of Purchase or Its Outcome 6.5%
2+ Collectively Trying to Select Service 6.1%
Source: Mangold, Miller, and Brockway (1999). The Journal of Services Marketing.
32. Filtering Participants
• Demographics & Psychographics
• Reichheld’s “Net Promoter” Score
– How likely is it that you would
recommend [company X] to a friend
or colleague?
• MediaLab’s “Transmitters”
– How often do you talk about it?
– How many people do you tell?
– How much information can you give?
– How likely can you convince them?