Credentials Presentation2013
RESEARCH    HaveYouHeard uses a variety of methodologies that cover both quantitative and qualitative practices.    Method...
INFLUENCER SEEDING•   Seeding products, brand experiences and relevant messaging into the hands, hearts and    mouths of k...
RATE CARD
ADVOCATE CAMPAIGNS •    Hosting intimate engagement, spreading powerful education and allowing product-      experiencing ...
MEASUREMENT    Standard Reports for Advocate Campaigns cover the following:    Activity Overview:        Detail, Summary, ...
RATE CARD
SOCIAL MEDIA  •   Build an online presence, generate a high level of engagement, stimulate online      conversation, leadi...
MEASUREMENT    In order to track online performance and activity, we use a    combination of platform analytic tools, chos...
RATE CARD
ENERGIZING ADVOCATES•   An Award-wining social media platform that systematically identifies & mobilizes    brand advocate...
MEASUREMENT     Reporting provides real-time data and is flexible and configurable     Activity Overiew     - No of Advoca...
BRAND EXPERIENTIAL•      Create specific tangible experiences that allow consumers to engage with and experience       the...
MEASUREMENT    Standard Reports for Advocate Campaigns cover the following:    Activity Overview:        Detail, Summary, ...
COMMUNITY CREATION•   Develop communities of passionate fans with platforms, structures and tools that    are able to harn...
MEASUREMENT    Standard Reports for Advocate Campaigns cover the following:    Activity Overview:        Detail, Summary, ...
NEW SERVICECUSTOMER SERVICEAn enthusiastic customer can do more for a brand than traditional advertising andcustomer servi...
NEW SERVICEPROMOTIONS/ SAMPLINGHaveYouHeard adds an extra dimensions to the standard Sampling and Promoter methodology, th...
NEW SERVICEADVERTISING PLUG-INOption 1: Social Support for Traditional Advertising CampaignsStarting online conversation a...
NEW SERVICEADVERTISING PLUG-INOption 3: Influencer SamplingInfluencer Sampling allows your brand to engage with a communit...
ThankYouVisit us at www.haveyouheard.co.za
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
HaveYouHeard Credentials Overview and Presentation 2013
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HaveYouHeard Credentials Overview and Presentation 2013

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HaveYouHeard is South Africa's leading Word of Mouth Marketing agency. View our site at www.HaveYouHeard.co.za

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  • This methodology is best suited for a brand/ product that requires a high level of education through a once-off powerful engagement that will drive advocacy and the viral spread of brand related messaging into the broader target market.
  • Whilst simultaneously using tools to shift brand detractors and passive consumers into a more positive future position.
  • We work very closely with advertising agencies in an attempt to increase the viral reach of traditional advertising campaigns through using any one or a combination of all four of the below methodologies.
  • HaveYouHeard Credentials Overview and Presentation 2013

    1. 1. Credentials Presentation2013
    2. 2. RESEARCH HaveYouHeard uses a variety of methodologies that cover both quantitative and qualitative practices. Methodologies cover: - Consumer and Target Market Research - Customer Interaction Evaluation - Focus Groups - New Product Development - Mystery Shopper/ Virtual Customer - Customer Evaluation of Communication - Online Research and Tracking HaveYouHeard assisted Etiket by conducting a national research survey comprising of a total of 5 900 respondents. We have no doubt about their capabilities in conducting credible, valid andinsightful research, and they execute any size research project with utmost professionalism, precision and maintain very high standards of quality. The research survey was executed superbly and has left us very happy with the quality of results and how it was carried out. Tiaan Ras, Etiket
    3. 3. INFLUENCER SEEDING• Seeding products, brand experiences and relevant messaging into the hands, hearts and mouths of key community Influencers and opinion leaders• Build an on-going and lasting off-line and on-line relationship that drives viral endorsement and credibility. “Working with Have You Heard is always a great experience. They are professional and precise, ensuring that they find the best influencers that fit our brand values…” Thera van’t Hof
    4. 4. RATE CARD
    5. 5. ADVOCATE CAMPAIGNS • Hosting intimate engagement, spreading powerful education and allowing product- experiencing benefits, your brand is able to cultivate relationships with both existing consumers and category Influencers.“Just wanted to say thank you so much for being super professional, organised and spot on with our word of mouth campaign. You really understood our needs and executed a brilliant briefing session and sourced us the perfect girls! Jade Goosen, Vogue
    6. 6. MEASUREMENT Standard Reports for Advocate Campaigns cover the following: Activity Overview: Detail, Summary, Pictures, Video Performance Review: Online and Offline Impact Brand Impact: Perception, Emotion, Attitude Product Engagement: Usage, Purchase, Message Conversation Impact: Net Promoter Score, Reach, Message, Talkability, Geographical spread Return On Investment: Impact on KPI’s
    7. 7. RATE CARD
    8. 8. SOCIAL MEDIA • Build an online presence, generate a high level of engagement, stimulate online conversation, leading to further viral spread of advocacy • Facebook, Twitter, Youtube, Pinterest, Blogs, Mobile (brand owned). “HaveYouHeard has helped grow our Enterprise Deli Diva page over the last year. We are so thrilled to be at 10,000 fans in just over one year. We could not have done it without the help and guidance of the HYH team. They arealways willing to help and come up with new ideas, we are proud to be associated with them.” Natalie Roberts, Tiger Brands
    9. 9. MEASUREMENT In order to track online performance and activity, we use a combination of platform analytic tools, chosen specific for the campaigns needs and the brands Key Performance Indicators. Data and insights are then presented back in a simple and easy- to-understand format.
    10. 10. RATE CARD
    11. 11. ENERGIZING ADVOCATES• An Award-wining social media platform that systematically identifies & mobilizes brand advocates, unleashing thousands of social recommendations and reviews on- line• 30% Advocacy Action = 100 000 consumers will generate 30 000 on-line reviews with a total impression rate of 60 million.
    12. 12. MEASUREMENT Reporting provides real-time data and is flexible and configurable Activity Overiew - No of Advocates, Detractors, Passives (Basic Profiles) from database - No of Advocates Energized - No of communication Responses / Shares - No of Stories/ Recommendations/ Offers shared - Reach of Stories/ Recommendations / Offers Call to Action Response rate - Traffic generated - Content clicked on - Offers clicked on - Questions asked
    13. 13. BRAND EXPERIENTIAL• Create specific tangible experiences that allow consumers to engage with and experience the true benefits of your brand.• This covers guerilla marketing, promotional stunts, and other publicity that encourages conversation and hype. With the thorough understanding of the dynamic South African market, their acute knowledge of all things new in the industry and general enthusiasm, Jason and his team have contributed positively to our campaigns over the years and are an absolute pleasure to work with. Liza-Jane Webb
    14. 14. MEASUREMENT Standard Reports for Advocate Campaigns cover the following: Activity Overview: Detail, Summary, Pictures, Video Performance Review: Online and Offline Impact Brand Impact: Perception, Emotion, Attitude Product Engagement: Usage, Purchase, Message Conversation Impact: Net Promoter Score, Reach, Message, Talkability, Geographical spread Return On Investment: Impact on KPI’s
    15. 15. COMMUNITY CREATION• Develop communities of passionate fans with platforms, structures and tools that are able to harness the groups collective enthusiasm and energy to grow the brand, product and consumer base in an organic and sustainable manner.Community Creation usually follows eitherInfluencer Seeding or an Advocate Campaign andis suitable for brands who’s target market has anatural inclination to bring people together or ifyour brand is ready to start being directed by ahighly engaged consumer base.
    16. 16. MEASUREMENT Standard Reports for Advocate Campaigns cover the following: Activity Overview: Detail, Summary, Pictures, Video Performance Review: Online and Offline Impact Brand Impact: Perception, Emotion, Attitude Product Engagement: Usage, Purchase, Message Conversation Impact: Net Promoter Score, Reach, Message, Talkability, Geographical spread Return On Investment: Impact on KPI’s
    17. 17. NEW SERVICECUSTOMER SERVICEAn enthusiastic customer can do more for a brand than traditional advertising andcustomer service should therefore be seen as a marketing channel itself.HaveYouHeard develops strategies and actions that can be implemented across allconsumer touch points that will shift consumer-interactions into advocacy-actions.You should know: In a study recently released by Accenture, South Africa was rated as theworst country for customer service, thereby highlighting the enormous opportunity forbrands to create massive impact due to the low expectations and thereby low level ofservice needed to create mass customer advocacy.
    18. 18. NEW SERVICEPROMOTIONS/ SAMPLINGHaveYouHeard adds an extra dimensions to the standard Sampling and Promoter methodology, thatincreases the penetration and effectiveness of campaigns whilst also ensuring an increase in viral reachwhilst building a community of fans.The difference that you will see• An increase in Sampling activity and consumer engagement per store (activity reports per store/sampler are provided to show individual and total performance against KPsI)• Promotion specific creative is developed along with interaction mechanics to drive engagement and word of mouth both in-store and online.• Promotions are supported on-line (through mobi or social media) to increase viral reach across communities and allow for follow up communication as well as encouraging referrals and shares.• Promoters/ Samplers collect a database of shoppers per store.• All activity drives direct and trackable sales in-store.Campaign prices are based on the number of promotions as well as the geographical spread.
    19. 19. NEW SERVICEADVERTISING PLUG-INOption 1: Social Support for Traditional Advertising CampaignsStarting online conversation and stimulating brand engagement across multiple channelsand networks by creating content and discussion topics surrounding the new advertising campaign. We alsoenroll the support of relevant community Influencers and create calls-to-action that builds a following andstimulates shares, likes, pins and tweets amongst a growing community of fans. Platforms utilised areFacebook, Twitter and Pinterest.Approximate 45 day campaign and Priced from R70 000 onwardsOption 2: iWanItIWanIt allows advertising to become interactive, measurable and able to generate concrete leads. By providinga Call-to-Action on all advertising communication, IWanIt lowers the barrier to trial and allowsthe consumer to engage with your brand through their mobile phone in return for a freeproduct sample or trial.Once this campaign is completed, you will know which advertising medium was most engagingby measuring conversion to trial of the various mediums, you will have a database of consumers whohave trialed the product, you will have a breakdown of potential brand advocates, testimonials andreviews to use as needed and lastly, feedback and insights from the engaged community about theirproduct experience.
    20. 20. NEW SERVICEADVERTISING PLUG-INOption 3: Influencer SamplingInfluencer Sampling allows your brand to engage with a community of consumers whoactively want to trial, test and review new products. The database is preselected accordingto your brands target market profile and they are sent either samples of the product or mobile couponsfor collection in-store (retailer dependent).Within 2-weeks of receiving the product, the Influencer will have provided the brand withfeedback, posted a review (including pics or video) and possibly shared their experience online throughSocial Media (if reviews are positive).Community sizes range from 1000 to 50 000 Influencers.Price varies according to size, and delivery of product or mobile coupon.Option 4: Consumer CollaborationHaveYouHeard identifies influential consumers who fit your brands target market profile andallows you to engage with them in a collaborative process that ensures your communicationand advertising is driven by relevant and powerful consumer insights and is developed alongside thepeople who your brand is targeting.Three collaboration groups of 10 Influential consumers in each, spread out across different regions ofSouth Africa, are made available for the brand to tap into over a 45 day period through 3Collaboration events with a total of 30 Influencers and with 2 on-line surveystotaling 60 responses.Optional extra to ensure viral extension of Influencers opinion and activity into their online networks canbe made available.Priced from R58 000
    21. 21. ThankYouVisit us at www.haveyouheard.co.za

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