Understand and Unleash the Power of Word of Mouth Marketing

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Augie Ray is a Senior Analyst from Forrester Research, an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.
In this information-packed session, you will learn how to develop successful programs that draw in, engage, and leverage the power of social influencers to create brand advocates. Topics will include:
• Creating brand advocates
• Measuring peer influence
• Leveraging brand advocates across the digital landscape
• Driving results from a strong social strategy
You will also learn how the Ripple6 Social Hub can help you scale your social efforts and get the most out of your social strategy:
• Create a critical mass of users and conversations
• Distribute your messages, manage and engage with your audience wherever they are across the web, social networks, your brand site, mobile and more
• Easily extend into Facebook and Twitter from a single point of entry
• Turn your brand web site into a thriving conversational marketing vehicle

Published in: Business, Technology
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Understand and Unleash the Power of Word of Mouth Marketing

  1. 1. Unmasking and Unleashing Advocates: The Social Hub<br />May 25, 2010<br />Augie Ray<br />aray@forrester.com <br />Kailei Richardson<br />kailei@ripple6.com <br />
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  4. 4. Unmask your Mass Influencers to understand & unleash powerful Word of Mouth<br />
  5. 5. Agenda<br />Peer Influence Pyramid<br />Mass Influencers<br />Peer Influence Analysis<br />
  6. 6. The Peer Influence Pyramid provides a model to understand trust, scale, and influence.<br />Source: Flickr (http://www.flickr.com/photos/yourdon/3118142319/)<br />
  7. 7. Social Broadcasters: few with great reach<br />Michael Arrington<br />Social Broadcasters<br />John Neff<br />Source: February 26, 2010, “Tapping The Entire Online Peer Influence Pyramid” Forrester report<br />
  8. 8. In social media, trust and scale are inverse<br />“How much do you trust* the following information sources?”<br />Social networking site profilefrom someone you don’t know<br />5%<br />Social Broadcasters<br />Blog writing by someoneyou don’t know<br />7%<br />Social networking site profilefrom someone you know<br />39%<br />Potential Influencers<br />Blog written by someoneyou know<br />42%<br />US online adults<br />Source: North American Technographics® Interactive Marketing Online Survey, Q2 2009 (US)* Trust is defined as a 4 or 5 on a scale from 1 [do not trust at all] to 5 [trust a lot].<br />
  9. 9. Potential Influencers: tiny, trusting networks<br />Potential Influencers<br />
  10. 10. Build Social Broadcaster relationships<br /><ul><li>Build long-term relationships.
  11. 11. Make special, customized offers.
  12. 12. Beware of risks.
  13. 13. Start small and test.</li></ul>Social Broadcasters<br />Mass Influencers<br />Potential Influencers<br />
  14. 14. Make it easy for Potential Influencers<br /><ul><li>Monitor for social PR problems.
  15. 15. Make sharing drop-dead easy.
  16. 16. Plan for long-term engagement.
  17. 17. Develop programs as if paid media weren’t available.</li></ul>Social Broadcasters<br />Mass Influencers<br />Potential Influencers<br />
  18. 18. Agenda<br />Peer Influence Pyramid<br />Mass Influencers<br />Peer Influence Analysis<br />
  19. 19. Mass Influencers: 80% of Influence<br />?<br />?<br />Mass Influencers<br />?<br />US online adults<br />Source: North American Technographics Empowerment Online Survey, Q4 2009 (US)<br />
  20. 20. Know your Mass Influencers<br />You cannot reach out to all or most Mass Influencers.<br />Don’t forget their offline influence.<br />Give them more content and the means to share it.<br />Understand their characteristics and size.<br />Social Broadcasters<br />Mass Influencers<br />Potential Influencers<br />
  21. 21. Agenda<br />Peer Influence Pyramid<br />Mass Influencers<br />Peer Influence Analysis<br />
  22. 22. Two ways to measure two types of peer influence<br />Influence Impressions<br /># ofPosts<br /># ofFriends<br />Total PeerImpressions<br />X<br />=<br /><ul><li>In Social Networks: Facebook, MySpace, Twitter & LinkedIn
  23. 23. People generate 256 billion influence impressions per year</li></ul>Influence Posts<br /># ofPosts<br />? ofFriends<br />Estimated PeerImpressions<br />X<br />=<br /><ul><li>In Social Venues: Blogs, blog comments, rating & reviews
  24. 24. People generate 1.64 billion posts per year
  25. 25. Estimate these generate another 250 billion impressions/year</li></li></ul><li>500 billionimpressions<br />
  26. 26. Share of influence impressions<br />Base: US online adults<br />Source: North American Technographics Empowerment Online Survey, Q4 2009 (US)<br />
  27. 27. Share of influence impressions (consumer electronics)<br />online<br />adults<br />Base: US online adults who share influence about consumer electronics<br />Source: North American Technographics Empowerment Online Survey, Q4 2009 (US), Image: ITVT (www.itvt.com)<br />
  28. 28. Share of influence posts<br />Base: US online adults<br />Source: North American Technographics Empowerment Online Survey, Q4 2009 (US)<br />
  29. 29. Summary<br />Build different strategies for each type of influencer<br /><ul><li>Budget for the 500 billionimpressions of peer influence
  30. 30. Analyze and reach out toyour Mass Influencers</li></li></ul><li>Thank you<br />Augie Ray<br />aray@forrester.com<br />@augieray<br />http://blogs.forrester.com/augie_ray<br />
  31. 31. Unmasking and Unleashing Advocates: The Social Hub<br />Kailei RichardsonProduct Marketing Manager<br />kailei@ripple6.com<br />
  32. 32. Agenda<br />Marketers Challenges & The Social Hub <br />Social Hub Advocacy Enablers<br />Analytics and Methodology <br />
  33. 33. Marketers’ Challenge:Be everywhere, scaling engagement<br />FragmentationHow can I have a social presence everywhere I need to be?<br />Insights <br />How do I leverage consumers in Social Media for Insights?<br />Trust <br />How do I get my message across if they only trust each other?<br />Scale <br />How do I have conversations with millions of consumers?<br />Online <br />Communities<br />My <br />Website<br />
  34. 34. Social Hub<br />Community that scales conversations<br />Connected and centrally managed<br />An asset that brands own<br />Gathers and engages brand advocates<br />View video: http://www.ripple6.com/social-hub<br />
  35. 35. Agenda<br />Marketers Challenges & The Social Hub <br />Social Hub Advocacy Enablers<br />Analytics and Methodology <br />
  36. 36. The Social Hub Enables Brands To:<br />Activate Advocates for Social / Word Mouth Campaigns<br />Amplify Advocates through syndication to any site, social network or mobile device<br />Can also be used for Private Communities for Insights, Advocacy, Community Co-creation<br />
  37. 37. Features that Enable Advocacy<br />Discussion Groups<br />Private Group functionality<br />Polls<br />Viral capabilities <br />Ripple technology, Twitter Publishing, AddThis, Facebook Connect & Fan Page App<br />Social Ads<br />
  38. 38. Agenda<br />Marketers Challenges & The Social Hub <br />Social Hub Advocacy Enablers<br />Analytics and Methodology <br />
  39. 39. Methodology <br />Recruit<br />Embrace<br />Activate<br />Scale<br /><ul><li>Connect with them in a members only community
  40. 40. Let them experience and influence your products and plans
  41. 41. Establish Influence Index Map
  42. 42. Show incentives for their participation
  43. 43. Educate about the product
  44. 44. From Facebook, Twitter, CRM Database, Email lists
  45. 45. Social Advertisement Campaigns
  46. 46. Testimonials and Reviews
  47. 47. Pictures and videos of them interacting with your product
  48. 48. Generate a Knowledge base: Questions and Answers
  49. 49. Contests and polls
  50. 50. Empower them to spread the word
  51. 51. Syndicate the Hub of Advocates and their content across all digital Channels
  52. 52. Social Ads
  53. 53. Facebook App for Fan Page
  54. 54. Twitter
  55. 55. Brand’s website
  56. 56. Print
  57. 57. TV
  58. 58. Offline activities with Friends</li></li></ul><li>Social Media Analytics Dashboard<br />
  59. 59. Summary<br />Challenges:<br />Trust<br />Insights<br />Fragmentation <br />Scale<br />Solution: <br />The Social Hub<br />Helps you scale, motivate and manage to create a comprehensive social marketing strategy<br />
  60. 60. Thank You!<br />Augie Ray<br />aray@forrester.com<br />@augieray<br />http://blogs.forrester.com/augie_ray<br />Kailei Richardson<br />kailei@ripple6.com<br />@kaileirich<br />http://community.ripple6.com<br />
  61. 61. Questions?<br />

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