Learn more about WOMMA and how
we can help you improve your word
of mouth marketing program at
www.womma.org.
(c) 2006 Word of Mouth Marketing Association.
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Managing WOM
Dan Buczaczer
Denuo

YOU’VE ALREADY HEARD THE
FOLLOWING…
• WOM works. More powerful than
everything else
• Consumer Generated Content is
important
• The Long Tail holds the key to your
future
• Social Networks are reinventing the
Internet
• How to Build Buzz (in 3 easy steps)
Slide 3

FOLLOW HER
Slide 4

THE PARIS TREATY
USE WHAT YOU’VE GOT
PICK WHERE YOU PARTY
KEEP SCORE

USE WHAT YOU’VE GOT
MEDIA INTERACTIVE
PR EVANGELISTS
CUSTOMER EVENT MARKETING
RELATIONS BLOGGERS
TRADITIONAL AD PACKAGING
CREATIVE PROMOTIONS
DESIGN ENDORSEMENTS
PRODUCT CAUSE MARKETING
DEVELOPMENT
PARTNERSHIPS
OPERATIONS
EMPLOYEES
ENTERTAINMENT
INTERNAL
SPONSORSHIPS COMMUNICATIO
NS
Slide 6

USE WHAT YOU’VE GOT
Slide 7

PICK WHERE YOU PARTY
WHAT ARE YOU TRYING TO ACCOMPLISH?
HOW DOES IT FIT YOUR LARGER BUSINESS
OBJECTIVES?
WHAT IS CURRENT SITUATION FOR YOUR
BRAND/ CATEGORY?
HOW READY IS YOUR ORGANIZATION?
HOW WOULD YOU DEFINE SUCCESS?
Slide 8

SOCIALIGH
A tool to help assess WOM potential
T
1. Category dynamics
How important is a personal recommendation on taking an action?
•
How much buzz exists in the category?
•
2. Conversation map
What specific topics are people talking about and what impact do those topics have on trial?
•
3. Advocacy dynamics
Versus the competitive set, how many net promoters does my brand have?
•
What is the distribution of “promotership”?
•
4. Influencer dynamics
For this category, who are the influencers?
•
How many exist and what are their media habits?
•
5. Conversation dynamics
Where do the conversations occur, with whom, when/how frequently, how do they occur, and from
•
where are they inspired?
6. Brand recommendations
What should you do about it?
•
Slide 9

DIFFERENT INITIATIVES FOR DIFFERENT
OBJECTIVES
THE NIGHT OUT
THE BOY TOY
THE “HOT” MOMENT
THE FEUD
Slide 10

KEEP SCORE
SET METRICS BASED ON OBJECTIVES
THINK SHORT-TERM AND LONG-TERM
CONSIDER QUANTITATIVE AND QUALITATIVE
INCORPORATE INTO ONGOING MEASUREMENT
SOCIALIGHT
Slide 11

KEEP SCORE
Slide 12

THANK YOU
Dan Buczaczer
Denuo
dan.buczaczer@denuogroup.com