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WHY EARNED MEDIA
DOES MATTER NOW.
ReThinking Marketing & Media | by MR. WOM | 2017 | mrwom.com
New Brand Challenges
#1 Media (for brands) sucks...
Sucks my „Byron Sharp“ Plan?
Loss of media reach in the future?
loss fragm. fragm. ?????? works works
POSOOHOwnedDigitalRadioTVPrint
TraditionalAd Impact: More difficulties
#2 Marketing for consumers sucks
Brands are alienated from consumers
Photo Source via Wikipedia CC BY 3.0 by Archer2000; https://de.wikipedia.org/wiki/Mind_the_gap#/media/File:London_underground_mind_the_gap.jpg
 Toomuchinfospam&
datagrabbing
 Irrelevantnativeads&
brandcontent
 Alternativefacts
 Toomanyirrelevant
brands
 Filterbubble
 Digitalcocooningindark
social
 Engagementwithfriends
&influencers–notbrands
 Nomoreloyalty
Marketing annoys consumers today.
Consumers react on advertised world.
Peer related communication amongst
themselves – not disturbed by ads.
Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017
Consumers take over control of trust,
story & media.
With theriseof thecustomerasa channel
there´sa newmediuminthemix:
Earned Media.
 80%ofallwebcontentisuser
generated(UGC)
 ConsumerspreferUGCthemost
ofallcontenttypes
 Mayorityofonlinebrandviewsis
generatedviaUGC
 UGCdrivesawareness,reputation
&sales
 User´sengagementwithUGC is
7xhigher thanwithbrandcontent
 ConsumerstrustthemostinWord
ofMouth(WOM)&EarnedMedia
 WOMdrivesawarenessand sales
 ImpactofWOMby„everybody“
(nano)influencersismoreefficient
&effectivethanbyanyother
influencer
 Ifcombined,WOMleveragesthe
impactofallothermedias
Earned Media is highly relevant.
*Source: Whitepaper Word of Mouth & Earned Media Facts 2017 by MR. WOM https://www.mrwom.com/2017/03/wom-facts-2017/
WOM drives 20 - 50% of all purchases
2/3via Offline
WOM
1/3
via Online
WOM
13%
of all consumer sales are
directly driven by
Earned
1Offline WOM
Impression
drives
than1PaidMedia
Impression
more sales5x
*Source: Whitepaper Word of Mouth & Earned Media Facts 2017 by MR. WOM https://www.mrwom.com/2017/03/wom-facts-2017/
"Word of
mouth is the
best medium
of all…"
BillBernbach,
FounderDDB
Source: http://www.ddb.com/BillBernbachSaid/why_bernbach_matters/deep-influence
“…if you´ve a
strategy and
a plan how to
use it in your
marketing."
MarkLeinemann,
MR.WOM
DOYOUHAVEASTRATEGY&PLANFOR
WORD OF MOUTH
& EARNED MEDIA?
Word of Mouth Marketing & Earned Media Services
Analysis | Strategy | Implementation | Actions & Campaigns
MR. WOM | 2018 | mrwom.com
How to get
Earned?
You cannot buy
(orbook)
Word of Mouth.
Youhave to
EARN it.
Earned Media
(WoM)
Paid Media
Product /
Service &
Managed
Borrowed
(Social)
Media,
Influencer
& WoM
Owned Media
 BuildastrategytogetEarned&Word
ofMouth(WOM)
 Defineyour WOMsuccessfactors
(EPIC)ingeneralorforacampaign
 Combinestrategy,creation&plan
andsetupaplanthatleadstoEarned
 Sharp“yourMixwithEarned/WOM:
Select&adressyour wordofmouth
marketinginfluencergroups
(WOMMigs©)ofyour(ByronSharp)
MarketingMix
 LeverageandintegratetheWOM
you´veearned
 ThinkWOMinyourCustomer
JourneyTouch-&Talkingpoints
andin„inter-silo“connectedpaid,
owned,earnedmediaflights
 ThinkWOMinproductlifecycles
 ReThinkyourmarketing&media
budgetanddefineyourEarned
MediaBudget
8 drivers to get Earned Media.
© WOM & Earned Media Strategy & Planning Modell by MR. WOM
Define your Earned Media Budget.
IMAGINE:
If you
shift 10% of
your Paid
Media Budget
to Earned Media / Word of
Mouth (WoM) – what would be
the outcome in sales?
FIRST:
10% less invest in Paid Media will
cost you 2 - 3 % of your sales
BUT SECOND:
10% of your Paid Media Budget
will DOUBLE your Earned Media /
WoM Impact (and it´s sales
outcome)
MEANS IN GENERAL:
Shifting 10% of your Paid Media
Budget to Earned/ WoM
will generate
additional
Sales: +10%
(avg.)
Source: © Marketing & Media Budget Analysis (US market data) by MR. WOM
Earned Media Planning – does your
MediaAgency have a plan?
«Not relevant for us: We only
use quantitative data like
reach and we don´t earn
money with WOM »
Mention of a managing director of an
international media agency about qualitative
WOM planning during a conversation with
MR. WOM
«No Strategy, no
explanation, no red
thread.»
Mr.Media Thomas Koch, cited
in werbewoche.ch
Does your media agency know how
to plan earned media?
YES!
Please connect us with them.
We are looking for partners, who understand
the relevance of playing paid, owned &
earned together.
We are happy,if they join our
Earned Media Network!
NO?
Too bad, but don´t worry.
2 Options: 1. We can brief & train your media
agency in earned.2. We are partnering with
media agencies, which know earned.
Just ask MR. WOM – Earned
Media starts with a conversation.
Making your brand more talkable.
About MR. WOM.
The „wommable“ Life of MR. WOM
Thewho,howandwhataboutMR.WOM
MR.WOMisamarketing
service boutiqueforoptimal
wordofmouth&effective
earnedmediaplanning.
Together with a team of specialized
partners in creation, campaigning, planning,
research, analytics and marketing we
create, plan and execute optimal
„Wommability“ and earned media for your
brand – online & offline, B2C & B2B.
We work co-operative together with your
marketing service partners and agencies
and can brief and educate them to
generated the best WOM & earned media
results for your brand.
Milestones ofWOM&EarnedMedia
 1993: Mark Leinemann generates buzz at his
university with knickerbocker & flat cap
 2007: New approach after years in marketing &
consulting: Customer made marketing
 2012: A word of mouth (WOM) workshop for JCI
generates the idea of founding of MR. WOM as a
consultancy for WOM marketing: MR. WOM makes
brands more talkable
 2016: Earned Media becomes a new and important
part of the media mix. MR. WOM develops a new
approach for Earned Media as full service: analysis,
strategy, planning & execution
 2017: MR. WOM launches Earned Media Planning
as new service
Facts
First Word of Mouth
Marketing expert of
Switzerland
One of the leading
experts for WOM &
Earned Media in DACH
+25 years marketing
knowledge in B2C &
B2B
10 years experience in
WOM & Earned Media
Has worked for several
WOM marketing
provider
WOMMfolio: MR. WOM´s Services on
Word of Mouth & Earned Media.
Analysis
Strategy
Planning
Execution Transformation
Systems Knowledge
Ambassador
WOM&
EarnedMedia
Analysis
WOM&
EarnedMedia
Strategy
WOM&
EarnedMedia
Planning
WOM&
EarnedMedia
Execution
WOMMable: Become more talkable
with MR. WOM.
WOM&EarnedMediaControlling
Analyzing the WOM &
Earned Media Potential of
your Brand, Products &
Services
Tracking, Controlling & Impovement of your Brand´s WOM &
Earned Media Actions
Development of the WOM &
Earned Media Strategy of
your Brand, Products &
Services
Definition of the Marketing,
Media & Touchpoint Mix
that generates the right
WOM /Earned Media
Development, Briefing &
Execution of Planning,
Campaigns & Actions that
lead to WOM/Earned
WOM&
EarnedMedia
Change
WOM&
EarnedMedia
ProjectMan.
WOM&
EarnedMedia
Systems
WOM&
EarnedMedia
Knowledge
WOMMinside: Marketing-Integration
of WOM & Earned with MR. WOM.
Support as change agent
for the integration / transfor-
mation of WOM/Earned into
your Marketing
Development, Project
Management and
Operations of your WOM &
Earned Media Department
Selection & Implementation
Management of Systems &
Tools for your brand owned
WOM & Earned Media
Individual Training,
Coaching, Mentoring &
Sparring of your staff in
WOM & Earned Media
WOM
Basics
Training
(Inhouse Full-Time-
Training in general on
WOMincl. Material)
Secrets &
Methods of
WOM
(IInhouse Full-Time-Training
on WOM-Methodsincl.
Material)
Earned
Media
Planning
(Inhouse Full-Time-Training on
the Strategy & Planning of
WOM& Earned Media)
WOMMinars*: Know how for your staff
by MR. WOM.
Brand
WOM
Workshop
(Individual Inhouse Full-
Time-Workshopincl.
Preparation& Wrap-up)
*Selection: More individual trainings, workshops and seminars on request possible
Speakings
aboutWOM&
EarnedMedia
Lectures
inWOM&
EarnedMedia
Blog
aboutWOM&
EarnedMedia
Mediareleases
aboutWOM&
EarnedMedia
WOMbuzz:Ambassador for WOM.
MR. WOM speaks about
word of mouth & earned
media on conferences
(since 2012 > 60 speakings)
MR. WOM is guest lecturer
for word of mouth at several
universities in Switzerland,
Germany and Austria
MR. WOM writes about
word of mouth and earned
media in his blog:
www.mrwom.com
MR. WOM is guest author
of professional articles in
several off- & online medias
and books
WOMMedia
Development
WOMMedia
adinterim
WOM
Ambassador
(B2BInfluencer)
WOM&
EarnedMedia
Expertise
WOMmedia: Developed by MR. WOM.
ExclusiveServicesforMedia&WOMSolutionProvider.
Strategy, Product and
Business Developement of
WOM / Earned Media
Services for Media Provider
Ad interim Management for
Media & WOM Solution
Provider
Speaker, Blogger &
Ambassador on WOM &
Earned Media for WOM /
Earned Media Provider
Individual Knowledge
Transfer, Trainings, Studies
& Research for WOM /
Earned Media Provider
MR. WOM´s Case for deOleo/Bertolli
Goal: Strategy, concept & planning of a multistep WOM campaign
flight via WOM (Media) Platforms connected to paid media planning for
the launch of a new deOleo Bertolli product
Solution: Define strategy (workshop based), developement of strategy
and campaign concept incl. WOM campaign flow and touchpoint
planning. Briefing & pre-selection of WOM platforms incl. review &
rating of different WOM media channels.
Output: Selection of two synergetic WOM media channels (creative
WOM + tryvertising) + a WOM seeding cooperation with a cook box
provider. Co-management of campaign.
Results:
WOM reach: > 650.000 WOM interactions (CpWI of 0,12 €)
Product trials: > 70.000 experiences
Additional media reach: > 2 Mio. contacts
ZMOT occupation: > 1.000 social mentions & user generated content
pieces, > 100 consumer blog posts , 17 videos on Youtube
Paid, Owned &
Earned Media Planning
WOMEXECUTE/CAMPAIGNINGWOMSTRATEGY/CONSULTING WOMKNOWLEDGE/TRAININGSWOMMEDIA
Most “wommable” – some references
„Danke an MR. WOM für diesen
sehr konstruktiven & praktischen
Workshop, der unserer Agentur
viele neue Ideenansätze
gebracht hat.“
Silke Cuypers, Management Supervisor,
Die Gefährten GmbH
„Mr. WOM brennt für sein
Thema. [...] Eine sehr gute
Inspirationsquelle.
Sabrina Prumbs | Projektmanagerin
WOM-Marketing | Factor Network
GmbH / Test-now.de
„Das hohe fachliche Know
How [...] von MR. WOM
haben mich begeistert – dafür
gibt´s fünf Sterne.“
Wolfgang Jung, Geschäftsführer der
Agentur www.team-digital.de GmbH
„[...] Wir haben klare Handlungs-
und Optimierungsempfehlungen
ausgearbeitet, die unsere Marke
und unser Produkt weiterbringen.
Vielen Dank dafür!"
Oliver Goslich | Director of Sales & Marketing
B&B HOTELS GmbH
Customer´s voice: What others say.
Curious to know more?
WordofMouthstartswithaconversation.
All about Word of
Mouth Marketing &
Earned Media
Strategy | Planning | Execution | Campaigns
Systems | Transformation | Knowledge | Advocacy
www.mrwom.com
@MRWOMM
facebook.com/MRWOMM
MR. WOM is a service of value.ad.network Suisse AG
Hauptstrasse 49c | CH-8280 Kreuzlingen
Call:+41714601070
MailMR.WOM:wom@mrwom.com

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Profile MR. WOM 2018

  • 1. WHY EARNED MEDIA DOES MATTER NOW. ReThinking Marketing & Media | by MR. WOM | 2017 | mrwom.com
  • 3. #1 Media (for brands) sucks...
  • 4. Sucks my „Byron Sharp“ Plan? Loss of media reach in the future? loss fragm. fragm. ?????? works works POSOOHOwnedDigitalRadioTVPrint
  • 6. #2 Marketing for consumers sucks
  • 7. Brands are alienated from consumers Photo Source via Wikipedia CC BY 3.0 by Archer2000; https://de.wikipedia.org/wiki/Mind_the_gap#/media/File:London_underground_mind_the_gap.jpg
  • 8.  Toomuchinfospam& datagrabbing  Irrelevantnativeads& brandcontent  Alternativefacts  Toomanyirrelevant brands  Filterbubble  Digitalcocooningindark social  Engagementwithfriends &influencers–notbrands  Nomoreloyalty Marketing annoys consumers today.
  • 9. Consumers react on advertised world.
  • 10. Peer related communication amongst themselves – not disturbed by ads.
  • 11. Brand Relations Modell by MR. WOM based on Edelman Trust Study 2017 Consumers take over control of trust, story & media.
  • 12. With theriseof thecustomerasa channel there´sa newmediuminthemix: Earned Media.
  • 13.  80%ofallwebcontentisuser generated(UGC)  ConsumerspreferUGCthemost ofallcontenttypes  Mayorityofonlinebrandviewsis generatedviaUGC  UGCdrivesawareness,reputation &sales  User´sengagementwithUGC is 7xhigher thanwithbrandcontent  ConsumerstrustthemostinWord ofMouth(WOM)&EarnedMedia  WOMdrivesawarenessand sales  ImpactofWOMby„everybody“ (nano)influencersismoreefficient &effectivethanbyanyother influencer  Ifcombined,WOMleveragesthe impactofallothermedias Earned Media is highly relevant. *Source: Whitepaper Word of Mouth & Earned Media Facts 2017 by MR. WOM https://www.mrwom.com/2017/03/wom-facts-2017/
  • 14. WOM drives 20 - 50% of all purchases 2/3via Offline WOM 1/3 via Online WOM 13% of all consumer sales are directly driven by Earned 1Offline WOM Impression drives than1PaidMedia Impression more sales5x *Source: Whitepaper Word of Mouth & Earned Media Facts 2017 by MR. WOM https://www.mrwom.com/2017/03/wom-facts-2017/
  • 15. "Word of mouth is the best medium of all…" BillBernbach, FounderDDB Source: http://www.ddb.com/BillBernbachSaid/why_bernbach_matters/deep-influence
  • 16. “…if you´ve a strategy and a plan how to use it in your marketing." MarkLeinemann, MR.WOM
  • 17. DOYOUHAVEASTRATEGY&PLANFOR WORD OF MOUTH & EARNED MEDIA? Word of Mouth Marketing & Earned Media Services Analysis | Strategy | Implementation | Actions & Campaigns MR. WOM | 2018 | mrwom.com
  • 19. You cannot buy (orbook) Word of Mouth. Youhave to EARN it. Earned Media (WoM) Paid Media Product / Service & Managed Borrowed (Social) Media, Influencer & WoM Owned Media
  • 20.  BuildastrategytogetEarned&Word ofMouth(WOM)  Defineyour WOMsuccessfactors (EPIC)ingeneralorforacampaign  Combinestrategy,creation&plan andsetupaplanthatleadstoEarned  Sharp“yourMixwithEarned/WOM: Select&adressyour wordofmouth marketinginfluencergroups (WOMMigs©)ofyour(ByronSharp) MarketingMix  LeverageandintegratetheWOM you´veearned  ThinkWOMinyourCustomer JourneyTouch-&Talkingpoints andin„inter-silo“connectedpaid, owned,earnedmediaflights  ThinkWOMinproductlifecycles  ReThinkyourmarketing&media budgetanddefineyourEarned MediaBudget 8 drivers to get Earned Media. © WOM & Earned Media Strategy & Planning Modell by MR. WOM
  • 21. Define your Earned Media Budget. IMAGINE: If you shift 10% of your Paid Media Budget to Earned Media / Word of Mouth (WoM) – what would be the outcome in sales? FIRST: 10% less invest in Paid Media will cost you 2 - 3 % of your sales BUT SECOND: 10% of your Paid Media Budget will DOUBLE your Earned Media / WoM Impact (and it´s sales outcome) MEANS IN GENERAL: Shifting 10% of your Paid Media Budget to Earned/ WoM will generate additional Sales: +10% (avg.) Source: © Marketing & Media Budget Analysis (US market data) by MR. WOM
  • 22. Earned Media Planning – does your MediaAgency have a plan? «Not relevant for us: We only use quantitative data like reach and we don´t earn money with WOM » Mention of a managing director of an international media agency about qualitative WOM planning during a conversation with MR. WOM «No Strategy, no explanation, no red thread.» Mr.Media Thomas Koch, cited in werbewoche.ch
  • 23. Does your media agency know how to plan earned media? YES! Please connect us with them. We are looking for partners, who understand the relevance of playing paid, owned & earned together. We are happy,if they join our Earned Media Network! NO? Too bad, but don´t worry. 2 Options: 1. We can brief & train your media agency in earned.2. We are partnering with media agencies, which know earned. Just ask MR. WOM – Earned Media starts with a conversation.
  • 24. Making your brand more talkable. About MR. WOM.
  • 25. The „wommable“ Life of MR. WOM Thewho,howandwhataboutMR.WOM MR.WOMisamarketing service boutiqueforoptimal wordofmouth&effective earnedmediaplanning. Together with a team of specialized partners in creation, campaigning, planning, research, analytics and marketing we create, plan and execute optimal „Wommability“ and earned media for your brand – online & offline, B2C & B2B. We work co-operative together with your marketing service partners and agencies and can brief and educate them to generated the best WOM & earned media results for your brand. Milestones ofWOM&EarnedMedia  1993: Mark Leinemann generates buzz at his university with knickerbocker & flat cap  2007: New approach after years in marketing & consulting: Customer made marketing  2012: A word of mouth (WOM) workshop for JCI generates the idea of founding of MR. WOM as a consultancy for WOM marketing: MR. WOM makes brands more talkable  2016: Earned Media becomes a new and important part of the media mix. MR. WOM develops a new approach for Earned Media as full service: analysis, strategy, planning & execution  2017: MR. WOM launches Earned Media Planning as new service Facts First Word of Mouth Marketing expert of Switzerland One of the leading experts for WOM & Earned Media in DACH +25 years marketing knowledge in B2C & B2B 10 years experience in WOM & Earned Media Has worked for several WOM marketing provider
  • 26. WOMMfolio: MR. WOM´s Services on Word of Mouth & Earned Media. Analysis Strategy Planning Execution Transformation Systems Knowledge Ambassador
  • 27. WOM& EarnedMedia Analysis WOM& EarnedMedia Strategy WOM& EarnedMedia Planning WOM& EarnedMedia Execution WOMMable: Become more talkable with MR. WOM. WOM&EarnedMediaControlling Analyzing the WOM & Earned Media Potential of your Brand, Products & Services Tracking, Controlling & Impovement of your Brand´s WOM & Earned Media Actions Development of the WOM & Earned Media Strategy of your Brand, Products & Services Definition of the Marketing, Media & Touchpoint Mix that generates the right WOM /Earned Media Development, Briefing & Execution of Planning, Campaigns & Actions that lead to WOM/Earned
  • 28. WOM& EarnedMedia Change WOM& EarnedMedia ProjectMan. WOM& EarnedMedia Systems WOM& EarnedMedia Knowledge WOMMinside: Marketing-Integration of WOM & Earned with MR. WOM. Support as change agent for the integration / transfor- mation of WOM/Earned into your Marketing Development, Project Management and Operations of your WOM & Earned Media Department Selection & Implementation Management of Systems & Tools for your brand owned WOM & Earned Media Individual Training, Coaching, Mentoring & Sparring of your staff in WOM & Earned Media
  • 29. WOM Basics Training (Inhouse Full-Time- Training in general on WOMincl. Material) Secrets & Methods of WOM (IInhouse Full-Time-Training on WOM-Methodsincl. Material) Earned Media Planning (Inhouse Full-Time-Training on the Strategy & Planning of WOM& Earned Media) WOMMinars*: Know how for your staff by MR. WOM. Brand WOM Workshop (Individual Inhouse Full- Time-Workshopincl. Preparation& Wrap-up) *Selection: More individual trainings, workshops and seminars on request possible
  • 30. Speakings aboutWOM& EarnedMedia Lectures inWOM& EarnedMedia Blog aboutWOM& EarnedMedia Mediareleases aboutWOM& EarnedMedia WOMbuzz:Ambassador for WOM. MR. WOM speaks about word of mouth & earned media on conferences (since 2012 > 60 speakings) MR. WOM is guest lecturer for word of mouth at several universities in Switzerland, Germany and Austria MR. WOM writes about word of mouth and earned media in his blog: www.mrwom.com MR. WOM is guest author of professional articles in several off- & online medias and books
  • 31. WOMMedia Development WOMMedia adinterim WOM Ambassador (B2BInfluencer) WOM& EarnedMedia Expertise WOMmedia: Developed by MR. WOM. ExclusiveServicesforMedia&WOMSolutionProvider. Strategy, Product and Business Developement of WOM / Earned Media Services for Media Provider Ad interim Management for Media & WOM Solution Provider Speaker, Blogger & Ambassador on WOM & Earned Media for WOM / Earned Media Provider Individual Knowledge Transfer, Trainings, Studies & Research for WOM / Earned Media Provider
  • 32. MR. WOM´s Case for deOleo/Bertolli Goal: Strategy, concept & planning of a multistep WOM campaign flight via WOM (Media) Platforms connected to paid media planning for the launch of a new deOleo Bertolli product Solution: Define strategy (workshop based), developement of strategy and campaign concept incl. WOM campaign flow and touchpoint planning. Briefing & pre-selection of WOM platforms incl. review & rating of different WOM media channels. Output: Selection of two synergetic WOM media channels (creative WOM + tryvertising) + a WOM seeding cooperation with a cook box provider. Co-management of campaign. Results: WOM reach: > 650.000 WOM interactions (CpWI of 0,12 €) Product trials: > 70.000 experiences Additional media reach: > 2 Mio. contacts ZMOT occupation: > 1.000 social mentions & user generated content pieces, > 100 consumer blog posts , 17 videos on Youtube Paid, Owned & Earned Media Planning
  • 34. „Danke an MR. WOM für diesen sehr konstruktiven & praktischen Workshop, der unserer Agentur viele neue Ideenansätze gebracht hat.“ Silke Cuypers, Management Supervisor, Die Gefährten GmbH „Mr. WOM brennt für sein Thema. [...] Eine sehr gute Inspirationsquelle. Sabrina Prumbs | Projektmanagerin WOM-Marketing | Factor Network GmbH / Test-now.de „Das hohe fachliche Know How [...] von MR. WOM haben mich begeistert – dafür gibt´s fünf Sterne.“ Wolfgang Jung, Geschäftsführer der Agentur www.team-digital.de GmbH „[...] Wir haben klare Handlungs- und Optimierungsempfehlungen ausgearbeitet, die unsere Marke und unser Produkt weiterbringen. Vielen Dank dafür!" Oliver Goslich | Director of Sales & Marketing B&B HOTELS GmbH Customer´s voice: What others say.
  • 35. Curious to know more? WordofMouthstartswithaconversation. All about Word of Mouth Marketing & Earned Media Strategy | Planning | Execution | Campaigns Systems | Transformation | Knowledge | Advocacy www.mrwom.com @MRWOMM facebook.com/MRWOMM MR. WOM is a service of value.ad.network Suisse AG Hauptstrasse 49c | CH-8280 Kreuzlingen Call:+41714601070 MailMR.WOM:wom@mrwom.com