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?

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

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

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!!!!