Word of Mouth: Using Influence to Re-Invent the Impression


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A New World of Word of Mouth: Using Influence to Re-Invent the Impression

A presentation by @mktgwithmeaning @sharethis @empowermm @youvegotmoxie

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  • Bob is Chief Marketing Strategist of digital agency, Bridge Worldwide, and he is the author of the new book, The Next Evolution of Marketing: Connect with your Customers by Marketing with Meaning
  • I was asked to present the marketer’s perspective on digital and word-of-mouth today
  • Sadly, my answer is that we have lost perspective on our roles as marketers and the opportunity that digital offers
  • This realization hit me recently when I was asked another question
  • An individual who works at a large, traditional advertising agency was working on a measurement plan for his client, and reached out to our digital agency to ask a difficult question…”What percentage of Tweets are seen?”As you might expect, this was part of an effort to measure and compare Twitter marketing across other, traditional advertising on the common demoninator of “Impressions”
  • It was quite a challenging request, and we shot a few emails around debating how this might done. You would have to adjust for many, many factors including…
  • The result of many hours of work would probably look something like this
  • And after spending a few hours thinking about we came up with the Answer – stop wasting your time dumbing down digital marketing to impressions.
  • Now, some people in our digital marketing world believe we must dumb our work down to the lowest common denominator of impressions. Last year Geoff Ramsey, CEO of eMarketer finally gave in and suggested we shift to this model. Young-Bean Song at Microsoft suggested that this is what our clients want us to do.
  • But sometimes our clients need us to lead them to a better solution. We need a solution that better fits what consumers want and what truly measures marketing impact
  • The main problem with impression-based marketing and measurement is that it fails to recognize the value of what digital innovation can bring
  • For example, you may have heard that this Old Spice commercial is a viral success. Over 7.5 million people have chosen to click, watch and share this on YouTube. But buying placement on the NCAA tournament brings a larger audience. Which is better?
  • Brands like Charmin, Kraft and Nationwide are investing in creating usefuliPhone apps. But if you look at these uses as an “impression” it would have a CPM rate of $1000 vs. $10 on Prime Time TV
  • Do you think Zappos succeeded because its employees secured broad Reach and Frequency through Twitter?
  • If we don’t move away from Impressions, digital marketing – and marketing overall – will fail
  • So what do we focus on? Here are two measures of success that can work right away
  • First, we can create engagement. There are many definitions, but they all basically mean that it happens when people choose to interact with the marketing you create.
  • For example, when people choose to watch videos on Redbull.com
  • When new moms share experiences on Similac’s Strong Moms website
  • When people create personalized Pringles cans
  • What’s special about engagement is…
  • The second major objective and success measure of marketing today is Sharing. Again, simply put, this is when people choose to share your marketing with others.
  • It happens naturally when people share what they are doing and ask for input from their friends
  • It can be encouraged. For example, we recently launched a coupon program for Healthy Choice, and followed up by asking people to review their entrees. Over 40,000 people took the time to share.
  • And sharing can be encouraged to solve a problem. For example, we developed a tool for Pearle Vision that allows people to upload photos of themselves with different glasses so that they can get fast feedback from their friends
  • What’s great about sharing is…
  • At the end of the day, none of us in this room got into this business so that we could follow the rules of the old, interruptive marketing model of the past
  • Now is our chance to adopt Engagement and Sharing as our model for marketing success, and change the model of marketing…for good
  • Reach 430 mm users across 135K sitesWe understand what people share and how influence works
  • Social is doing the Mouth wellBut what about the Word?
  • The medium used to be the messageNow the meaning is the messageIt’s all about the storyBut is social getting that across?
  • How does the meaning get distributed?Influence
  • Not all social is equal
  • A friend isn’t a friend anymoreThin relationships -and getting thinner
  • Because relationships are inflatedThe Who is no longer enoughWe’re now in phase 2– engagement is all the rageHere you see tactics like social reactions and social re-targeting based on themNext we believe influence-driven intent – social context – will help save the Word…
  • Word of Mouth: Using Influence to Re-Invent the Impression

    1. 1. A New World of Word of Mouth:Using Influence to Re-Invent the Impression<br />Overview<br />Bob Gilbreath, Chief Marketing Strategist, Bridge WorldwideTim Schigel, CEO, ShareThis<br />Jim Price, President, Empower MediaMarketingJoel Lunenfeld, CEO, Moxie Interactive<br />Case Studies<br />
    2. 2. Bob Gilbreath<br />Chief Marketing Strategist<br />Bridge Worldwide<br />@mktgwithmeaning<br />
    3. 3. Question:<br />“What is the marketer’s perspective of digital and word-of-mouth today?”<br />
    4. 4. Answer:<br />“We’ve lost our perspective on marketing”<br />
    5. 5. Let me explain, by starting with another question<br />
    6. 6. A Partner Agency Asks:<br />“What percentage of ‘Tweets’ are seen?”<br />
    7. 7. An Algorithm to Measure Twitter Impressions<br /><ul><li>Hours spent on Twitter
    8. 8. Average number of people followed
    9. 9. Average number of people following
    10. 10. Use of various APIs
    11. 11. Number of Re-Tweets
    12. 12. Use of search and hashtags
    13. 13. Appearance on favorites lists</li></li></ul><li>
    14. 14. Answer:<br />The impression model of marketing <br />is dead…<br />And if it’s not dead we’ve got to kill it<br />
    15. 15. Some Say We Should Embrace the Impression<br />
    16. 16. “If I listened to my customers they would have asked me to make a faster horse.”<br />- Henry Ford<br />“If baseball were measured like advertising, you would only count the pitches.”<br />- Peter Daboll<br />
    17. 17. Impressions De-ValueDigital Marketing and Innovation<br />
    18. 18. Impressions De-Value Digital Marketing and Innovation<br />How do you value 7.5 million clicks?<br />
    19. 19. Impressions De-Value Digital Marketing and Innovation<br />What if your app is used once per year?<br />
    20. 20. Impressions De-Value Digital Marketing and Innovation<br />Can Employee Tweets Fit a Media Plan?<br />
    21. 21. We need to define new measures of success to savemarketing<br />
    22. 22. Here are two that you can measure today<br />
    23. 23. 1. Engagement<br />“People choose to interact with the marketing you create”<br />
    24. 24.
    25. 25.
    26. 26.
    27. 27. The Power of Engagement<br /><ul><li>Completely unlike Impressions
    28. 28. Earned, not bought
    29. 29. Not mass scale, but creates meaningful connections
    30. 30. Can be measured and compared according to
    31. 31. Total number of people who engage
    32. 32. The depth of engagement (time, actions)
    33. 33. The higher the engagement, the higher the ROI</li></li></ul><li>2. Sharing<br />“People choose to share your marketing with others”<br />
    34. 34.
    35. 35.
    36. 36.
    37. 37. The Power of Sharing<br /><ul><li>Reaches new prospects
    38. 38. Trusted access to provide information
    39. 39. Each “share” is also a selling message
    40. 40. Builds deeper brand connections with the sharer
    41. 41. We are programmed to help others, brands can help us help
    42. 42. Each review, retweet or friending enhance a brand bond
    43. 43. “What matters is what’s shared”
    44. 44. The “sharing rate” or “social reach”
    45. 45. The higher the sharing, the higher the ROI</li></li></ul><li>None of us got into “digital” to recreate the past<br />
    46. 46. Let’s change the model of marketing…for good<br />
    47. 47. Tim Schigel<br />Co-founder & CEOShareThis<br />@schigel@sharethis<br />
    48. 48. Question:<br />Word of Mouth<br />
    49. 49. Question:<br />Word of Mouth<br />
    50. 50. The Meaning is the Message<br />
    51. 51. How does the message get distributed?<br />Influence…<br />
    52. 52. How does the message get distributed?<br />Share(% of total)<br />Click(# of clicks back to site)<br />Engage(page views/visit)<br />1.6<br />8%<br />18x<br />39%<br />3x<br />2.8<br />38%<br />1x<br />3.0<br />6x<br />1.5<br />15%<br />
    53. 53. Relationship Inflation<br />
    54. 54. ContextRelationship<br />Trust<br />The Word<br />
    55. 55. Word + Mouth<br />WhatStory<br />Content<br />Propagation<br />Influence<br />Audiences<br />How<br />RT, Like,<br />Comment,Click,<br />Social Target<br />Who<br />Follow<br />Friend<br />Birds of Feather<br />
    56. 56. Buying Influence WorksMederma Case Study<br />PANELIST:Jim Price, President, Empower MediaMarketing @empowermm<br />
    57. 57. Empower<br />Digital<br />WOMM<br />Out of Home<br />Newspaper<br />Innovation<br />Magazine<br />Local Broadcast<br />Consumer Insights<br />National Broadcast<br />
    58. 58.
    59. 59. The Challenge<br />Lots of social/influential people online<br />But . . .<br />Not many ways to easily identify them<br />Not many ways to target media around the content <br /> they are sharing<br />
    60. 60. The Conversation<br />
    61. 61. The Solution<br />ShareThis Network<br />Allows Media Planners & Buyers to place ads targeting key category terms around content people have shared<br />
    62. 62. http://www.studyhealth.com/Cosmetic_Products___Treatments-f55.html<br />
    63. 63. The Benefit<br />A lethal combination of context + intent<br />An easy and familiar way to buy impressions <br /> around a social audience<br />
    64. 64. The Test<br />Meaningful<br />Meaningful impressions for valid test<br />Marketable<br />Were able to carve $s out of the search budget<br />Measurable<br />Impressions (Sharers, Share Recipients)<br />Clicks<br />Clicks to Coupon Views<br />Coupon Views<br />Coupon Redemptions<br />Test vs. control vs. current campaigns<br />
    65. 65.
    66. 66. Aha Moment #1<br />Sharers have a higher “intent to redeem” compared to search or display<br />1 of every 2 intended to redeem <br />Comparable to:<br />1 out of 4 for search<br />1 out of 10 for display<br />
    67. 67. Aha Moment #2<br />Share Recipients matter too<br />1.6 more likely “intent to redeem” than contextual display campaign<br />
    68. 68. Intent to Redeem Rates<br />
    69. 69. The Client<br />Cutting-edge way to reach potential customers for our product, where the intent to purchase is highly influence driven.<br />
    70. 70. Our Conclusions<br />Using patterns of sharing can identify influencers who are more topically engaged or apt to click on coupons<br />Influencer performs like a hybrid of Search / Display<br />Once coupon redemption rates come in we expect to see above average rates<br />
    71. 71. What We Will Do Next<br />Find More Influencers<br />Further focus on sharing/syndication<br />Continue to compliment/substitute for search<br />
    72. 72. What Video Games can Teach Us about Word of Mouth Marketing<br />PANELIST:Joel Lunenfeld, CEO Moxie Interactive, @joelmoxie @youvegotmoxie<br />
    73. 73. Up until now, social media required the following skills… <br />
    74. 74. Shameless Self Promotion<br />
    75. 75. A Pretty Face…<br />
    76. 76. Disregard for Safety…<br />
    77. 77. Social media was everyman’s reality TV show.<br />
    78. 78. It was about getting exposure.<br />It was about getting noticed.<br />Getting your 15 minutes of fame was never easier.<br />Digital word-of-mouth could turn you into an Internet celeb.<br />?<br />What ever happened to LonelyGirl15? <br />
    79. 79. Anything anybody could now be video taped, for better or for worse.<br />
    80. 80. Technology put a camera and confessional booth in everybody's life.<br />
    81. 81. You friended everyone. And you posted inappropriate pictures to get attention.<br />
    82. 82. How did you find your Job?<br />
    83. 83. And anyone could be an expert about anything with a publishing platform.<br />
    84. 84. And all social media was like American Idol…<br /><ul><li>The goal is to become famous… for anything
    85. 85. Getting votes is like getting Web traffic.
    86. 86. But talent isn’t everything (i.e. Cat Videos)
    87. 87. Some of us just couldn’t look away</li></li></ul><li>Today, marketers need to think more like video game developers than reality show producers<br />
    88. 88. “We're addicted to gaming because of the sense of achievement, positive experiences, and connections to the real world. We're addicted to gaming because of the combination of reality and fantasy”<br />- Laurie Kienlen, Psychologist<br />
    89. 89. It's about going on a “mission” and generating points:<br />Likes, thumbs up, comments, positive sentiment, photo uploads, # of followers, crops, etc.<br />
    90. 90. It can literally be a game…<br />“Farm” was #1 most popular Facebook status in 2009<br />
    91. 91. And what's our “game controller?”<br />
    92. 92. Look in your pocket.<br />
    93. 93. Or your phone becomes the controller and you “power up” when you download tools that facilitate sharing and connecting.<br />…for earning points, writing reviews, taking pictures, checking-in, updating your status, etc.<br />
    94. 94. Foursquare<br />Real life “Experience Points” <br />World of Warcraft Experience Points<br />Win a Trophy, Become the Mayor!<br />
    95. 95. 1 vs 100 Tests Your Trivia Knowledge Against Other People<br />Aardvark Tests Your General Knowledge to Help Your Friends with Every Day Questions<br />
    96. 96. Google maps tell you where to eat and where not to eat according to your peers.<br />Halo mission maps tell you where to go to battle the Covenant.<br />
    97. 97. To Gamers, Stats are <br />Everything…<br />
    98. 98. YOUR narcissism…<br />Now expressed in stats<br />
    99. 99. Even expertise is a game, now measured in stats<br />
    100. 100. So how can we apply this to Word of Mouth Marketing?<br />
    101. 101. 1. Customize content with levels and public achievements amongst friends<br /><ul><li>Give a reason to co-create and share
    102. 102. Allow for personalization
    103. 103. Give them a chance to talk about their favorite topic… themselves</li></li></ul><li>Customize content with levels and public achievements amongst friends<br />
    104. 104. 2. Recognize the leaders. Promote their stats.<br /><ul><li>Leverage the influencers of the pack
    105. 105. Report back on stats / retweets
    106. 106. Amplify their impressions & expressions</li></li></ul><li>Recognize the leaders. Promote their stats.<br />
    107. 107. 3. Don’t Create Campaigns. Create Missions.<br /><ul><li>Reward users for completing an action or task.
    108. 108. Use the real word as your digital canvas.</li></li></ul><li>Don’t Create Campaigns. Create Missions.<br />
    109. 109. Don’t Create Campaigns. Create Missions.<br />