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iCitizen 2008: Steve Knox

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iTalk: Steve Knox—CEO, Tremor

Lynchpins of Communication
Steve and the crack team at Tremor believe in the power of the influential and have built brands connecting with these elusive individuals using the tools of the social web. Just how much influence do they really offer anyway?

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iCitizen 2008: Steve Knox

  1. Steve Knox CEO Procter & Gamble Tremor/Vocalpoint
  2. Innovators Early Adopters Early Majority Late Majority Laggards Connectors Wide and Deep Social Networks Trend Spreaders , not Trend Setters The Right Consumer Word of Mouth Advocacy Begins with “The Right Consumer” ... The Product Adoption Curve % of Population Adopting The Product Adoption Curve Time
  3. Word of Mouth Advocacy The Right Message The Right Message
  4. Word of Mouth Advocacy The Right Message The Right Message There is a message the consumer wants to HEAR There is a message the consumer wants to SHARE
  5. Word of Mouth Advocacy The Right Message There is a message the consumer wants to HEAR There is a message the consumer wants to SHARE THEY ARE ALWAYS DIFFERENT The Right Message
  6. Word of Mouth Advocacy The Right Message The Right Message <ul><li>Predictive Testing </li></ul><ul><li>Test Word of Mouth Concepts Quantitatively </li></ul><ul><li>Compare to over 800 concepts in database </li></ul><ul><li>Social Currency </li></ul><ul><li>Easy to Talk About </li></ul><ul><li>Easy to Observe </li></ul><ul><li>Narrow vs. Broad Interest </li></ul>How likely is it that the product/idea will be talked about within social networks? Amplification Factors “ Reason to Share” <ul><li>Exclusivity of Information </li></ul><ul><li>Likeability </li></ul><ul><li>How New/different </li></ul><ul><li>Simplicity </li></ul>Does the connector think the product/idea is worth his/her advocacy? Advocacy Factors “ Reason to Care”
  7. Amplification ) Advocacy Low Low High High Amplification Issues High WOM Potential Advocacy Issues Low WOM Potential The Right Message Danger Zone “ Buzz Marketing” (Amplification without Advocacy) Does Not Drive Business Results
  8. Reproduction Rate Number of People Converted Probability of Conversion Reach of Message
  9. Reproduction Rate Number of People Converted Probability of Conversion Reach of Message x 1.0 2 .5 .6 6 .1 1.2 4 .3 Reproduction Reach Probability
  10. Number of People Converted Probability of Conversion Reach of Message Advocacy Level Influence Level Frequency Level Total Size of Network % Receptive to Message Engagement Level Some Factors Influencing Reproduction Rate
  11. Psychological Science of Word of Mouth Advocacy <ul><li>Disruptive Equilibrium </li></ul><ul><li>Human mind pre-wired to talk when equilibrium is disrupted. Word of Mouth Advocacy activates this phenomenon </li></ul>“ Why Do People Share Ideas?”
  12. Science of Word of Mouth Advocacy “ Buzz Tactics”
  13. Science of Word of Mouth Advocacy “ Buzz Tactics” Disruptive Equilibrium
  14. Science of Word of Mouth Advocacy “ Buzz Tactics” Disruptive Equilibrium Brand Foundational Truth They Must Be Connected!!!!

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