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HaveYouHeard_ABoutUs

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HaveYouHeard_ABoutUs

  1. 1. Have you heard… … about the power of Word-of-Mouth Marketing, waiting to be unleashed for your brand.
  2. 3. What is Word-of-Mouth?
  3. 4. The honest exchange of Information The passing of Recommendations Word-of-Mouth at its most basic is… Word-of-Mouth at its most powerful is…
  4. 5. 1 in every 3 Recommendations is acted on. … Contrasted with 1 in every 325 marketing messages.
  5. 6. … leveraging the Power of Recommendations to credibly stimulate the natural process, providing a platform for accelerated growth. Word-of-Mouth Marketing is…
  6. 7. “ 43% of U.S. companies plan to use Word-of-Mouth in 2009 .”
  7. 8. How does Word-of-Mouth Marketing fit into the marketing mix?
  8. 9. Traditional Media <ul><li>15% Trust </li></ul>Word-of-Mouth 92% Trust Generates Awareness Generates Credibility Passive - Little impact on Sales Action - Impact on Sales Mass targeting Direct targeting of Influencers - - - - + + + + Misperceptions Highly Educated - + versus
  9. 10. When should a brand use WOMM? <ul><li>Needing to establish belief and credibility in offering </li></ul>New Product Launches Struggling with Brand Perceptions - - - - Needing to increase Market Share Struggling with Brand Relevance or connecting with consumers - Wanting to create sustainable relationships with consumers -
  10. 11. Why is it so powerful?
  11. 12. “ 76% of people don’t believe that companies tell the truth in advertising.”
  12. 13. “ 68% of people trust other people ‘like themselves’ .”
  13. 14. “ 92% of people site Word-of-Mouth as the best source for new product idea’s.”
  14. 15. “ 43% of U.S. companies plan to use Word-of-Mouth in 2009 .”
  15. 16. More specific to South Africa….
  16. 17. South Africa is the Global Leader in spreading positive Word-of-Mouth % Extremely Likely to recommend minus Unlikely to recommend
  17. 18. <ul><li>What people are saying, and who is saying it, </li></ul><ul><li>should be your main focus. </li></ul>
  18. 19. How does it all work?
  19. 20. Key Components of your Word-of-Mouth Campaign It all starts with the Product That defines the Messaging That the right Influencers spread Based on their Experience and Value Exchange Identifying how to Leverage the new Word-of-Mouth And finally Tracking and Quantifying the campaign impact
  20. 21. Connected (The amount of Relationships and Variety thereof) Credible and Trusted (Depth of those Relationships) Motivators (Able to move people, based on their recommendation) Reputation (People talk about them, positively) They are: The Definition of an Influencer A person who has a greater than average reach or impact through word of mouth in a relevant marketplace. The 10% that lead the other 90% They are not just cool!!!!
  21. 22. 500 Influencers 30 000 Influencers Total Universe 600 000 Influencers The Diffusion of Influence Each influences 60 Others Each influences to 20 Others
  22. 23. Getting the Right People, saying the Right things about your brand. 1 2 Understand what people are already saying about your brand Identifying the Influencers within your Target Market
  23. 24. <ul><li>Research and define the perceptions of your brand amongst your target audience. </li></ul>
  24. 25. Getting the Right People, saying the Right things about your brand. 1 2 3 4 5 6 7 Understand what people are already saying about your brand Identifying the Influencers within your Target Market Create a Word-of-Mouth Mechanic Empower the Influencers with the right messaging Build Sustained Relationships And engage emotionally Leverage the new Word-of-Mouth Measure, Track and Quantify
  25. 26. <ul><li>500 Influencers </li></ul><ul><li>One Influencer directly impacts 60 peers with positive recommendations </li></ul><ul><li>500 Influencers x 60 peers </li></ul>Direct Impact 1 1st Generation Impact 2 3 2nd Generation Impact 30 000 Influencers 1st Generation Influencers directly impact 20 peers with positive recommendations 30 000 x 20 600 000 Influencers 1st Generation Influencers directly impact 20 peers R600 R10 50c Word-of-Mouth Recommendations Brand Conversion Driving:
  26. 27. Measurement - All Influencers Product Experience - Rating and Qualitative Feedback Session Experience - Rating and Qualitative Feedback Conversation Reach - Generational Impact Conversational Impact Net Promoter Score Purchase Intention Brand Perception Impact Emotional Engagement Impact Education Level and Messaging impact 1 2 3 4 5 6 7 9 8
  27. 29. The question that underlines everything… <ul><li>“ Would you recommend Brand X to a friend or colleague?” </li></ul>0 1 2 3 4 6 7 8 9 10 5 % Promoters % Detractors Net Promoter Score Not at all Likely Extremely Likely Detractors Promoters
  28. 30. Jason Stewart [email_address] www.haveyouheard.co.za 084 914 4449 Ryan McFadyen [email_address] www.haveyouheard.co.za 083 798 8070 Give us a shout… http:// haveyouheardblog .wordpress. com

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