The document discusses word of mouth marketing and social media engagement. It provides statistics on consumer brand conversations, both offline and online. It also outlines strategies for companies to listen to customer conversations, engage with customers, and empower customer advocacy. The goal is for companies to harness the power of word of mouth by facilitating positive consumer-generated conversations.

1. Wor d o
f Mout
Marke h
ting
Creating
Conver s
ation
Wo r t h y
Buzz

2. PEMCO:
Vice Pres & CMO
WOMMA:
Board President
source | Nielsen study (August 2010)

3. PEMCO:
Vice Pres & CMO
WOMMA:
Board President
source | Nielsen study (August 2010)

4. Learn
www more
.wom at
ma.o
rg
WOMMA advances and
advocates for the discipline
of credible word of mouth
ng to marketing.
i le
Help talkab
te
c rea r a n d s
b
source | Nielsen study (August 2010)

5. Twitter: @NW_Mktg_Guy
Twitter Hashtag:
#PSAMAss
d The
rea !
Sp ord
W
source | Nielsen study (August 2010)

6. Social Social Social
Media Engagement
Engagement Business
Business
What comes to mind?
Hint:
One is noun. Shows
Action
One is verb.
One is an adjective.
source | Nielsen study (August 2010)

7. S ocial
Media
Is Sexy!

8. S ocial
g ement
Enga
G ets Re sults

9. Three Ph
ases of
Engage
Relation
ships
d

10. “I know you”
Initial: “I Know You” – Low Engagement
1) Familiar 2) Assessing & Evaluating 3) Consideration

11. “I like you”
Transaction: “I Like You” – Moderate Engagement
1) Functional 2) Transactional 3) Expectations met

12. “I love you”
Mature: “I Love You” – Active Engagement
1) Loyal 2) Relationship based 3) Recommendation behavior

13. “I defend you”
Mature: “I Defend You” – Active Engagement
1) Affinity 2) Proactive defender 3) Collaborative

14. 93% of US consumers have
at least one brand-related
conversation face-to-face
every day.
source | Keller Fay & Yahoo! study (June 2010)

15. 45% of US consumers have
at least one brand-related
conversation voice-to-voice
every day.
source | Keller Fay & Yahoo! study (June 2010)

16. 22% of US consumers have
at least one brand-related
conversation online
every day.
source | Keller Fay & Yahoo! study (June 2010)

17. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated
source | Nielsen study (August 2010)

18. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated

19. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated

20. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated

21. 23% of people’s time
spent on the Internet is on
Social Media websites
source | Nielsen study (August 2010)

23. 2010 – Fortune 100 Companies…
65% are on Twitter
54% are on Facebook
29% use YouTube
33% maintain a blog
source | Burson-Marsteller & Digital Media Study (February 2010)

24. 2011 – Fortune 100 Companies…
77% are on Twitter
61% are on Facebook
57% use YouTube
36% maintain a blog
source | Burson-Marsteller & Digital Media Study (February 2011)

25. Fortune 100 firms are
tweeting, on average,
25 to 30 times per week
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2010)

26. 84% of Fortune 100
businesses with a Facebook
page are actively using it
(NOTE: Up from 59% in 2010)
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2011)

27. Fortune 100 firms average
4 updates per week to their
Facebook page
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2010)

28. “… companies that are both
deeply and widely engaged in
social media surpass their peers in
terms of both revenue and profit
performance by a significant
difference.”

29. Social M
edia is.
ONLINE
..
Wo r d o f
Mou th

30. 54% of US adults identified
old-fashioned Word of Mouth
as most important influencer
of purchase decisions.
source | “Digital Marketer Report, Experian – 2011

31. “Neve
r ha ve
to adv
ertise
lead a for a
gain.”
PEMCO’s BHAG:
Big Hairy Audacious Goal

32. XX% of consumers believe
companies are untruthful in
their advertising.
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)

33. 76% of consumers believe
companies are untruthful in
their advertising.
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)

34. Advertised In Reality
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)

35. Advertised In Reality
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)

36. XX% of global
consumers say they
trust recommendations
from other consumers
source | Nielsen’s “Trust in Advertising” Report (2007)

37. 78% of global
consumers say they
trust recommendations
from other consumers
source | Nielsen’s “Trust in Advertising” Report (2007)

38. Referrals as important as price
Reason 2001 2002 2005 2007 2008 2009 2010
Price 60% 62% 50% 50% 36% 40% 33%
Referral and/or 10% 12% 17% 20% 22% 22% 32%
Recommendation
Liked the agent 15% 11% 9% 9% 9% 9% 13%
Good service 33% 23% 5% 4% 9% 4% 10%
Local company <1% <1% <1% <1% 9% 6% 7%
source | PEMCO Mutual Insurance Co, “Market Metrics – 2010”

39. The typical American
mentions specific brand
names 60 times per week in
offline & online conversations.
source | Keller Fay “ Talk Track” report (2010)

40. XX% of WOM conversations
are mostly positive
XX% of WOM conversations
are mostly negative
source | Keller Fay “ Talk Track” report (2009)

41. 68% of WOM conversations
are mostly positive
8% of WOM conversations
are mostly negative
source | Keller Fay “ Talk Track” report (2009)

42. Public Displays of Affection
source | http://www.flickr.com/photos/boudster/3716337113/

43. 22% of US consumers have
at least one brand-related
conversation online every
day.
Public Displays of Affection
source | Keller Fay & Yahoo! study (June 2010)

44. Public Displays of Aggravation
source | http://www.flickr.com/photos/

45. 22% of US consumers have
at least one brand-related
conversation online every
day.
Public Displays of Aggravation

46. 67% of companies are
using Twitter to respond
to people’s tweets
(NOTE: Up from 38% in 2010)
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2011)

47. Key dec
ision step
STARTIN
s to
Wo r d o f
Mou
G
th

48. Consumers are talking about you…
Decide to listen
Decide to be affected
Decide to respond
Decide to be engaged

49. Listening is
marketing’s
greatest opportunity.

50. Listening is
your company’s
greatest opportunity.

51. Use the
available
search
functions

52. 22% of US consumers have
at least one brand-related
conversation online every
day.
Public Displays of Affection

53. 22% of US consumers have
at least one brand-related
conversation online every
day.
Public Displays of Affection

54. 22% of US consumers have
at least one brand-related
conversation online every
day.
Public Displays of Aggravation

55. Customer
reviews and
stories affect
• Start every meeting with a
operations. customer story!

56. Create a
place to
welcome
feedback

57. Create a
place to
welcome
feedback

58. Respond with timely
appreciation, empathy,
sincerity and authenticity.

59. “When you hit a wrong
note, it’s the next
note that makes it
good or bad.”
source | Slide used with permission of John Moore, BrandAutopsy

60. Two great ways to respond
to even the most
challenging assertions.

61. Thank You
and
We’re Sorry

62. Sorry!
24 hours
47 minutes
Feb 22nd - 3:18 to
Feb 23rd - 4:05 p.m.

63. Use humor
that gives,
not takes!

64. Use humor
that gives,
not takes!

69. Listen
Engage
at every
Enable + Participate
touch Partnership
point
Encourage

70. Advocacy
requires
enterprise
commitment

71. Enabl
ing
Engag
Guide ing
lines
!

72. Don’t let your first day of social be “not so good”
source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10

73. Use common
sense Be thoughtful
GuidIifnit prves
g gi actices
Ask before ayouppancse…
nd ri u iples Don’t tel
l
sharing PAUSE! secrets
Speak Rememb
in the Identify er your
first pe
rson yourself day job

74. Interact Reply
y
politely cour teousl
OnlineBtone
e a and
Be insightful GRpersonSTity
EAT LI al ENE Always b
R conversa e
tional
Avoid nt
confron Be transpare Add valu
e
tation intellige
ntly

75. source | Report co-authored by CoTweet and ExactTarget

76. Top 5 reasons that
consumers “LIKE” fan pages
on Facebook
source | Report co-authored by CoTweet and ExactTarget

77. Number Five:
For updates on
future projects
source | Report co-authored by CoTweet and ExactTarget

78. Number Four:
To stay informed about
company activities
source | Report co-authored by CoTweet and ExactTarget

79. Number Three:
To get a “freebie”
(samples, coupons, etc)
source | Report co-authored by CoTweet and ExactTarget

80. Number Two:
To show support
for a brand to friends
source | Report co-authored by CoTweet and ExactTarget

81. Number One:
To receive discounts
and promotions
source | Report co-authored by CoTweet and ExactTarget

82. Five of the
most engaging
Facebook status updates

83. 1. Photos
2. Videos
3. Content links
4. Open ended questions
5. Virtual applications

84. Wo r d o
f Mout
Market h
ing
Final
THOUGH
TS

85. Word of mouth marketing basics…
Know your talkers
to talk
Give them something about
Make it easy to share
And always remember…

86. er tisin g is the
Adv pay for
rice com panies
ING
p
B OR ts and s er vice!
produc

87. WOM
help MA
can
www y
.wom ou too!
ma.o
rg
Let’s Connect
Twitter: @NW_Mktg_Guy
Facebook: Rod Brooks
Linked In: Rod Brooks
Blog: www.rodbrooks.com