Creating Conversation Worthy Buzz
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Presented by Rod Brooks, Board Member and Immediate Past Chairman of WOMMA; VP & CMO, PEMCO
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Creating Conversation Worthy Buzz
- 1. • Integrity • Responsibility • Courage
- 2. WOMMA The act of sharing something • Integrity • Responsibility with someone else. • Courage
- 3. WOMMA Any business action that earns a • Integrity • Responsibility recommendation. • Courage
- 4. WOMMA A community of marketers shaping how • Integrity businesses effectively • Responsibility • Courage use WOMM.
- 5. Teach Share tips, tools, techniques and tactics in approachable, practical ways. Advocate Promote high quality standards, legislation, and ethical WOMM. Lead • Integrity Serve as the community leader by recognizing and rewarding great WOMM. • Responsibility • Courage Know Be the knowledge expert of the past and thought leader of the future.
- 6. PEMCO Insurance: V.P. & CMO WOMMA: Board of Directors source | Nielsen study (August 2010)
- 7. Brand attributes Passionate Edgy Relevant• Integrity • Responsibility Curious • Courage Helpful Engaging
- 8. Let’s get connected! Twitter: @NW_Mktg_Guy Event Hashtag: #MarketMix source | Nielsen study (August 2010)
- 9. What do you see? • Integrity • Responsibility • Courage
- 10. • Integrity • Responsibility • Courage
- 11. Touchpoint or Talking Point? Touchpoint: the point of contact, especially when products or services come • Integrity into contact with a customer • Responsibility • Courage
- 12. Touchpoint or Talking Point? Talking Point: interesting item for discussion: a topic, or aspect of something, that • Integrity provokes a lot of discussion • Responsibility • Courage
- 13. Routine or Remarkable? Routine: the usual sequence for a set of activities; something that is • Integrity unvarying or boringly repetitive • Responsibility • Courage predictable, and monotonous
- 14. Routine or Remarkable? Remarkable: worthy of notice or commenting on, unusual or exceptional and • Integrity ableResponsibility • to attract attention • Courage
- 15. Routine or Remarkable? • Integrity • Responsibility • Courage
- 16. Routine or Remarkable? • Integrity • Responsibility • Courage
- 17. Routine or Remarkable? • Integrity • Responsibility • Courage Tuned Pale Ale
- 18. Routine or Remarkable? • Integrity • Responsibility • Courage
- 21. Word of mouth is the most powerful form of marketing there is! • Integrity • Responsibility • Courage
- 22. Most Powerful • Builds brands • Drives Sales • Integrity • Sparks Conversations • Responsibility • Courage
- 23. 93% of US consumers have at least one brand-related conversation face-to-face every day. source | Keller Fay & Yahoo! study (June 2010)
- 24. 45% of US consumers have at least one brand-related conversation voice-to-voice every day. source | Keller Fay & Yahoo! study (June 2010)
- 25. 22% of US consumers have at least one brand-related conversation online every day. source | Keller Fay & Yahoo! study (June 2010)
- 26. Power of WOMM increases as consumers become • Integrity • Responsibility • Courage more interconnected.
- 27. 23% of people’s time spent on the Internet is on Social Media websites source | Nielsen study (August 2010)
- 29. Four tools connecting relevant content with relationships
- 30. Four tools connecting relevant content with relationships
- 31. The people who “link, like, and list” us are among a brands most valuable • Integrity • Responsibility • Courage marketing assets.
- 32. The people who “link, like, and list” us are among a brands most valuable • Integrity • Responsibility • Courage marketing assets.
- 33. 2010 – Fortune 100 Companies… 65% are on Twitter 54% are on Facebook 29% use YouTube 33% maintain a blog source | Burson-Marsteller & Digital Media Study (February 2010)
- 34. 2011 – Fortune 100 Companies… 77% are on Twitter 61% are on Facebook 57% use YouTube 36% maintain a blog source | Burson-Marsteller & Digital Media Study (February 2011)
- 35. • Integrity • Responsibility • Courage Product – Service - Experience
- 36. Why Recs Matter • Integrity • Responsibility • Courage Awareness to Advocacy
- 37. Why Recs Matter • Integrity • Responsibility • Courage When “earned” they drive preference, purchase & referral.
- 38. • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
- 39. • Integrity • Responsibility • Courage Referral Based Growth
- 40. Five Principals: Word of Mouth Marketing • Integrity • Responsibility • Courage
- 41. 1. Word of Mouth Marketing . . . Honest and authentic. Brands to consumers and consumers to consumers. . . . is Credible
- 42. 2. Word of Mouth Marketing . . . Listen, participate, respond and engage in conversations . . . is Social
- 43. 3. Word of Mouth Marketing . . . Transparent & trustworthy Protects privacy among all parties. . . . is Respectful
- 44. 4. Word of Mouth Marketing . . . Defined, monitored, & evaluated . . . is Measurable
- 45. 5. Word of Mouth Marketing . . . Easy to share. Over and over. . . . is Repeatable
- 46. 54% of US adults identified old-fashioned Word of Mouth as most important influencer of purchase decisions. source | “Digital Marketer Report, Experian – 2011
- 47. Four decisions every marketer, every brand • Integrity • Responsibility . . . all of us, • Courage can make.
- 48. 1. Decide to listen 2. Decide to be affected 3. Decide to respond 4. Decide to be engaged
- 51. • Integrity • Responsibility • Courage
- 52. Public Displays of Affection source | http://www.flickr.com/photos/boudster/3716337113/
- 53. Public Displays of Aggravation source | http://www.flickr.com/photos/
- 54. 22% of US consumers have at least one brand-related conversation online every day. Public Displays of Affection
- 55. 22% of US consumers have at least one brand-related conversation online every day. Public Displays of Affection
- 56. 22% of US consumers have at least one brand-related conversation online every day. Public Displays of Aggravation
- 57. Customer reviews and stories affect operations. • Start every meeting with a customer story!
- 58. Create a place to welcome feedback
- 59. Create a place to welcome feedback
- 60. Respond with timely appreciation, empathy, sincerity and authenticity.
- 61. “When you hit a wrong note, it’s the next note that makes it good or bad.” source | Slide used with permission of John Moore, BrandAutopsy
- 62. Two great ways to respond to even the most challenging assertions.
- 63. Thank You and We’re Sorry
- 64. Sorry! 24 hours 47 minutes Feb 22nd - 3:18 to Feb 23rd - 4:05 p.m.
- 65. Use humor that gives, not takes!
- 66. Use humor that gives, not takes!
- 69. Social engagement mantra “PEMCO’s success depends on the positive opinion of people like me. They listen, participate, • Integrity • Responsibility encourage and • Courage enable me to share with others.”
- 72. source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
- 73. source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
- 74. source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
- 75. Don’t let your first day of social be “not so good” source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
- 76. Let’s connect! Twitter: @NW_Mktg_Guy Facebook: Rod Brooks Linked In: • Integrity Rod Brooks • Responsibility • Courage Blog: www.rodbrooks.com