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Howard Parry-Husbands - POI Presentation


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19 May 2009 - "Power of Influence" Lunch
The Insight Exchange
Howard Parry-Husband's 8 minute statement presentation.

Published in: Technology, Business
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Howard Parry-Husbands - POI Presentation

  1. 1. We Sell Conversations
  2. 2. Unleashing the power of word of mouth
  3. 3. Today: What is WOM? Why is online WOM so powerful? How to? Case Study: How online made Tooheys Extra Dry cool in Melbourne
  4. 4. Soup and Digital Word of Mouth (WOM)
  5. 5. Soup: Advocacy Agency We sell conversations
  6. 6. Soup WOM Programs Brand Activists Influencer Parties Influencer Soup Menu Marketing WOM Programs Online Community Seeding Social Media © Soup 2009
  7. 7. Current marketplace THE MEDIA ENVIRONMENT Mass Marketing Less Effective Need for Media Fragmentation & Cost breakthrough Rise of Internet Credibility of Conventional vehicles Tactics Low The World is Networked THE MARKETPLACE Level of Differentiation Low Established Brand/Business Models Under Threat Need for Short Term Financial Remarkable RISE OF Pressures Number of Choices/Brands Brands / WORD OF Distribution of Competition Up – More Confusion Contagious Product Lifecycles MOUTH Globalization of Ideas Shortened MARKETING Competition Pace of Technology Faster THE CONSUMER Scarcity of Time Tuning Out Importance Scarcity of Attention Want Authenticity, of Influential Intimacy, Remarkability Scarcity of Trust Consumers Rise of Word of Mouth The Heterogeneous Consumer © Copyright 2009
  8. 8. What is Word of Mouth Offline WOM & Online WOM
  9. 9. What is Word of Mouth • Genuine & honest • Individual • Buzz or Advocacy • The most trusted medium
  10. 10. The Power of Online Word of Mouth
  12. 12. IT CAN BE FOUND
  13. 13. REACHES MORE PEOPLE THAN ANY OTHER MEDIUM Even the hard to reach guy down here
  17. 17. Offline Word of Mouth Online Word of Mouth Most trusted medium Highly trusted Highly relevant Highly relevant Speeds through strong ties High speed of dissemination (days) (seconds) One to one (or few) Ability of one to many Temporary Permanent Difficult to seek exact match Can search for it (web) Source mostly known Source unknown and known
  18. 18. Types of Online Word of Mouth WHAT DIRECT INDIRECT conversation, Badges, fan page, comments, viral, buzz etc. reviews etc HOW MESSAGE MEDIUM friends/ Twitter, Flickr, followers, YouTube, Digg, mentions, StumbleUpon, readers, tagger Facebook, blogs, etc community etc.
  20. 20. A virtual community is a communication and information system of social networks whose participants share a common purpose, interact in a virtual society and are able to develop personal relationships. Wikipedia 2009
  21. 21. We are in a community when we find somewhere we belong. (Community, The structure of belonging, Peter Block 2008)
  22. 22. Strong communities: Irvin Yalom Facilitate Information Sharing Community Altruism: Part of something greater, belonging For the good of the community Builds hope and raises expectations
  23. 23. How on-line amplifies WOM
  24. 24. 1. 2. 3. 4. 5. Understand Who Engagement Sticky Motivate Network Influences platform Messages to spread
  25. 25. Find the right Influentials in a network
  26. 26. Recruiting Influentials is a crucial step • Cascade interviews are a pollinate proprietary technique based on social network theory. Top • We need to find guys who are sociable and the Bloke connected ‘hub’ of their network • Guys who organise and arrange the ‘good times’ for their mates cascade • Guys who are credible – they would be trusted to recommend a new beer.... We need to understand how recommendation works in the social network and to do these we map social networks
  27. 27. How does it fit with a media plan?
  28. 28. BIG EXCITING Tooheys Extra Dry CASE STUDY!!
  29. 29. Tooheys Extra Dry Brand background and context
  30. 30. Authenticity is crucial   + 25 ‘Key Social Organisers’ (KSOs) recruited + Armed with exclusive flip cameras, event tickets and beer cards + Asked to film their summer + Supported at their own events Authentic communication is the only way to utilize the Photo credit: Bourbon Baby power of influence
  31. 31. TED Background • Part of a broader getting closer to consumers strategy. • Intrinsically a brand aimed at 18-24 years olds – digital natives. • Live with them not advertise at them. • TED is a brand owned by the consumer but custody awarded to LNA.
  32. 32. Communication Context • Activity is based around the consumer – 6 beers of sep, 696, uncharted, festival sponsorship, tedconnected
  33. 33. TED and Digital Digital provides the best pathway for two way communication and immersion: – Immediate – personal – influential – easy
  34. 34. The Opportunity The Brief The Insights
  35. 35. The Opportunity To live our “mantra” – let the consumer own the brand, influence it’s direction.
  36. 36. The Opportunity Live in their world – don’t tell them what is cool but let them tell us.
  37. 37. The Brief • Explode our impact in the Victorian market. • Let them tell the story – credibility. • Have a start, middle and end. • Give them something to hang their hat on.
  38. 38. The Insights • Start with summer locations: a place for people to try new things, • Don’t tell people what to do, let them do it in their own way. • Online is where they communicate and share but real world is where they experience.
  39. 39. The Idea
  40. 40. Word of Mouth Campaign Strategic Framework 1. Understand 2. Most 3. Involve and 4. Sticky 5. Motivation Network Influential engage Messages to talk A successful word of mouth campaign is built ©Soup 2008 using the five key ingredients.
  41. 41. Focus on the creators to spread • Melbourne: 18-24 years olds. • Key social influentials (the people who organise the others for summer). • Exhaustive face to face research in Melbourne to discover them. • They need to be found, they won’t find you. • Creators of online content. The 1% that will influence the 99% offline and online.
  42. 42. Focus on the creators to spread Our Influentials Their Friends
  43. 43. Community Building Blocks: Yalom Co-create Facilitate community and Information Sharing take ownership Summer Community Part of something name and identity. greater, belonging Video compilation. Expect a great Build hope and raise Summer (festivals, expectations VIP) then surprise.
  44. 44. Facebook tags – part of their life Name withheld
  45. 45. Facebook tags – authentic conversation
  46. 46. Amplifying Impact Tags friends who are in his video ‘tagged’ friend then broadcasts to his friends 25 Key Social Organisers 17,000 Friends Combined Uploads videos, authentic conversations
  47. 47. Impact and next steps for the program
  48. 48. Incredible Results with online WOM • Digitally tracked: – 777,000 highly credible brand impressions • Independent 3rd party research: – early data demonstrates a 12% shift in adoration for the product in Melbourne. • Brand impact: Natural branding pieces that are credible among the target market. • Long-term impact: Adorers for life – harder to get a lover than keep a lover.
  49. 49. Next Steps 1. Creation of a Extra Dry Panel (TED Connected) – the first to know. 2. Natural migration for the community – don’t dump them. © Copyright 2009
  50. 50. Summary: to unleash the power on online WOM!!!
  51. 51. Be Brave Be Responsive Be Human Be Fluid Be Versatile Be Immediate