This document discusses how word-of-mouth marketing builds consumer adoption and evangelism through the "Momentum Effect". It finds that as consumers' relationships with brands have evolved, their expectations have changed. Now, consumers value inside knowledge, unique experiences, and social currency related to a brand more than just receiving free items. The document advocates that marketers can engage brand affiliation by adding value for consumers through interactive branded experiences. A study on social networking found that consumers are open to receiving brand messages online and introducing brands as friends to their real-life networks, which can create the "Momentum Effect" of widespread adoption.
The document provides an overview of developing a social marketing campaign, outlining six key steps:
1. Choose a narrow target audience and conduct research on their values.
2. Choose a specific, feasible action for the audience to take.
3. Craft a message appealing to the audience's values and offering an immediate reward for taking action.
4. Select a messenger that will appeal to the target audience.
5. Choose optimal communication channels and timing to reach the audience.
6. Seek partnerships that can help extend the reach of the campaign's message.
Word-of-mouth (WOM) is one of the most effective way of communication in marketing, and it plays important role in consumer purchasing decision. This paper explains the following key points about WOM-
• WOM and its psychological drivers
• How WOM plays a major role in marketing?
• How Word-of-mouth marketing influences purchasing decision of consumers?
• Credibility of sources/narrator
• Effect of negative publicity on purchasing decision of consumer
• eWOM
This thought piece, authored by strategists from the Proximity network and presented by Digital Lab, examines the empirical need for social media investment by brands and explores the frameworks for measuring the...
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
1) Social media content is becoming more disposable as brands constantly churn out new content to engage online audiences. This leads to mistakes that can be quickly deleted but still spread online.
2) Brands are increasingly engaging in banter on social media as they develop more human voices. Examples include food brands joking with each other on Twitter.
3) As brand communities grow very large, they are subdividing into smaller interest groups to better engage members who joined for specific reasons. New social media tools allow more targeted messaging to these subgroups.
Word of mouth advertising (WOM) involves unpaid positive marketing messages spread from person to person. It can be transmitted through direct human communication or online. WOM is a powerful promotional tool that should be part of every marketing strategy due to its ability to influence consumer purchasing decisions. The document discusses various types of WOM advertising, strategies to encourage positive WOM, and disadvantages like the inability to track results. It also provides examples of viral marketing campaigns and how brands have leveraged WOM through social media.
The company is launching a new soft drink called Levi targeted at young, health conscious consumers like teenagers and young adults. It will promote Levi through leaflet distribution, poster advertising, and social media marketing. Research shows these informal channels are most effective for this demographic as they value word-of-mouth recommendations from peers. The company chose these methods to directly engage customers, raise awareness through visible posters, and leverage social networks where most young people are active online. Effective communication is key to attracting customers and avoiding rumors that could harm the brand.
The document provides an overview of developing a social marketing campaign, outlining six key steps:
1. Choose a narrow target audience and conduct research on their values.
2. Choose a specific, feasible action for the audience to take.
3. Craft a message appealing to the audience's values and offering an immediate reward for taking action.
4. Select a messenger that will appeal to the target audience.
5. Choose optimal communication channels and timing to reach the audience.
6. Seek partnerships that can help extend the reach of the campaign's message.
Word-of-mouth (WOM) is one of the most effective way of communication in marketing, and it plays important role in consumer purchasing decision. This paper explains the following key points about WOM-
• WOM and its psychological drivers
• How WOM plays a major role in marketing?
• How Word-of-mouth marketing influences purchasing decision of consumers?
• Credibility of sources/narrator
• Effect of negative publicity on purchasing decision of consumer
• eWOM
This thought piece, authored by strategists from the Proximity network and presented by Digital Lab, examines the empirical need for social media investment by brands and explores the frameworks for measuring the...
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
1) Social media content is becoming more disposable as brands constantly churn out new content to engage online audiences. This leads to mistakes that can be quickly deleted but still spread online.
2) Brands are increasingly engaging in banter on social media as they develop more human voices. Examples include food brands joking with each other on Twitter.
3) As brand communities grow very large, they are subdividing into smaller interest groups to better engage members who joined for specific reasons. New social media tools allow more targeted messaging to these subgroups.
Word of mouth advertising (WOM) involves unpaid positive marketing messages spread from person to person. It can be transmitted through direct human communication or online. WOM is a powerful promotional tool that should be part of every marketing strategy due to its ability to influence consumer purchasing decisions. The document discusses various types of WOM advertising, strategies to encourage positive WOM, and disadvantages like the inability to track results. It also provides examples of viral marketing campaigns and how brands have leveraged WOM through social media.
The company is launching a new soft drink called Levi targeted at young, health conscious consumers like teenagers and young adults. It will promote Levi through leaflet distribution, poster advertising, and social media marketing. Research shows these informal channels are most effective for this demographic as they value word-of-mouth recommendations from peers. The company chose these methods to directly engage customers, raise awareness through visible posters, and leverage social networks where most young people are active online. Effective communication is key to attracting customers and avoiding rumors that could harm the brand.
"Taking It Offline" (With Speaker's Notes)Rod Brooks
PDF With Speaker Notes
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
This document discusses various word-of-mouth marketing strategies. It defines word-of-mouth marketing as actively influencing organic discussions about a brand. Some key strategies discussed include buzz marketing, viral marketing, influencer marketing, community marketing, grassroots marketing, and brand blogging. Specific successful examples are provided for each strategy. The power of word-of-mouth, both positive and negative, is also highlighted.
This document summarizes 8 emerging marketing trends for 2014 based on insights from industry experts. It identifies opportunities in the following areas: 1) Consumers increasingly connecting with video, with investment in video advertising set to increase significantly. 2) Retailers benefiting from social and mobile strategies to drive both online and in-store sales. 3) Shifts in how people find and share news, with social media like Facebook becoming a major source of news sharing. 4) Brands evolving as media creators and owners, producing their own content to engage audiences across channels. The document provides insights and statistics to support trends in each of these key areas.
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
This document provides an overview of word of mouth marketing (WOMM). It defines WOMM as the act of consumers providing honest recommendations to other consumers through personal communication about products, services, and ideas. The document outlines different types of WOMM strategies and how WOMM works by relying on influencers to spread messages both online and offline. It also discusses the importance of the 5 T's in WOMM campaigns: talkers, topics, tools, taking part, and tracking. Additionally, the document provides an example case study of the successful WOMM strategies used in Barack Obama's 2008 presidential campaign.
The Summit eBook from the recent Corporate Social Media Summit New York.
The book includes:
** 10 key findings shared across the two days
** 5 insightful thoughts from our expert, senior-level corporate speakers on key social media issues
** 8 top tweets from the Summit – sharing some of the most significant ideas presented by our speakers
** A foreword from Liam Dowd, Marketing Manager at Useful Social Media
1. The webinar discussed strategies for Super Bowl advertisements based on an analysis of ads from Super Bowl 50.
2. It found that teaser campaigns released before the game were more effective at generating social engagement than ads that relied solely on airing during the game.
3. While humor risks not resonating, ads that tugged at heartstrings performed better than those that aimed for humor.
4. Championing a social cause can generate buzz but the cause must be clearly relevant to the brand.
5. A cohesive, integrated campaign across multiple platforms delivered the most benefits compared to stand-alone ads.
6. Heinz's ad was found to be the most effective overall by
This document discusses word of mouth marketing. It begins by defining word of mouth as interpersonal communication about brands, products, or services that can be positive or negative. It then explains the importance of positive word of mouth for businesses, such as free marketing and increased goodwill. However, negative word of mouth can damage a company's image and spread more quickly. The document also covers types of word of mouth marketing, determinants of word of mouth, and new trends like social media, blogging, and cause marketing. Real business examples of word of mouth's impact are provided.
This document discusses the importance and power of word-of-mouth marketing. It notes that word-of-mouth is the oldest and most trusted form of marketing communication. While most marketing focuses on mass advertising, word-of-mouth occurs naturally between consumers as they share recommendations with friends and family. The document introduces an agency that helps brands leverage word-of-mouth marketing through ambassador programs that engage influential customers as brand advocates.
(Graham Brown mobileYouth) PAID to EARNED MEDIA (Part 3/5 50 key trends in th...Graham Brown
Part 3 of Youth Mobile Age: a 5 part series of presentations highlighting key Youth Trends for 2011. To download all 5 parts ->
http://www.YouthMobileAge.com
Social media and Germany - realising the valueMike Ramseyer
We were asked to talk to the Board Members of the VKE Kosmetikverband in Dusseldorf, Germany. The members comprise senior executives from companies such as Chanel, Estee Lauder, Clarins, and Coty.
The question we were asked to answer was " If you were in our shoes, why should we invest in social media?
The document discusses word of mouth marketing (WOMM) and how it has become increasingly important. It defines WOMM as consumers providing information to other consumers by giving them reasons to talk about products and services. WOMM can be organic through satisfied customers sharing experiences, or amplified through marketer campaigns. Examples of different types of WOMM strategies are provided, including buzz marketing, viral marketing, and influencer marketing. The importance of identifying talkers, topics, tools, participation and tracking is outlined for developing an effective WOMM plan. Social media is highlighted as facilitating brand conversations and allowing recommendations to spread through personal networks.
Word of mouth marketing is when satisfied customers talk positively about a brand, product, or service to other potential customers. It happens both online and offline and is driven by social media influencers with large networks. Word of mouth marketing is free publicity for companies and seen as more credible by potential customers than traditional advertising. However, it can spread slowly and have a limited reach. To encourage positive word of mouth, companies should make their products interesting and easy to share information about, keep customers happy by fixing issues, and build trust through ethical practices.
Sales in the new enterprise
(10 reasons sales people need to care about social media)
Many sales people will totally ignore social media – except keeping connections in their social networks. For some it is a
frightening development, for others it is the greatest opportunity for more success.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
Social Media: Embracing The Opportunities, Averting The RisksErica Campbell Byrum
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook® and Twitter™. Building and maintaining an on-going positive relationship with consumers through these marketing mediums is critical to your company’s success!
In the summer of 2010, Erica Campbell, Senior Manager New Media Marketing and Nadeen Green, Senior Counsel at For Rent Media Solutions discussed how to leverage social media and become part of the consumer dialogue. Attendees learned ways to create a customer engagement strategy through social networking sites that are within the eyes of the law and the interest of your residents and prospects!
How to Build and Develop Successfully your Online Brand Community? Why your Customers and Prospects join Online Groups? What is the Cost of developing an Online Community? If you look for answers, just read this presentation. I will be glad to read your comments!
Thierry Cellerin, CEO of BuzzFactory.
Word-of-mouth marketing (WOMM) and creating positive buzz around products and services has become increasingly important as traditional marketing methods become less effective and trusted. Research shows that 84% of B2B campaigns resulted in lower sales and only 18% of TV ads generate a positive ROI. WOMM is driven by conversations and social sharing between consumers and influences up to two-thirds of the US economy. Those within social networks act as influencers, spreading information to their contacts, fueling the diffusion of buzz. Marketers can identify and leverage these influencers to help stimulate positive word-of-mouth.
Experience brands understand that a customer’s or prospect’s path to the brand passes directly through their own people. And if those people aren’t aligned to the organization’s purpose and brand and business ambitions, there’s little chance of delivering the kind of positive experience clients will want to repeat and share.
Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.
El documento ofrece una lista de famosos hombres como una forma de terapia para recuperarse de un ataque de estrés, incluyendo caricias de Antonio Banderas, 7 años en el Tíbet con Brad Pitt, aventuras con Bruce Willis, mantenerse en forma con Jean Claude Van Damme, sentirse nueva con Harrison Ford, pasar un día especial con George Clooney, seguridad con Kevin Costner, libertad con Mel Gibson, sentirse una mujer con Richard Gere, vivir una misión imposible con Tom Cruise, y volver a la realidad triste con Tom Cruise como Tarzán
"Taking It Offline" (With Speaker's Notes)Rod Brooks
PDF With Speaker Notes
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
This document discusses various word-of-mouth marketing strategies. It defines word-of-mouth marketing as actively influencing organic discussions about a brand. Some key strategies discussed include buzz marketing, viral marketing, influencer marketing, community marketing, grassroots marketing, and brand blogging. Specific successful examples are provided for each strategy. The power of word-of-mouth, both positive and negative, is also highlighted.
This document summarizes 8 emerging marketing trends for 2014 based on insights from industry experts. It identifies opportunities in the following areas: 1) Consumers increasingly connecting with video, with investment in video advertising set to increase significantly. 2) Retailers benefiting from social and mobile strategies to drive both online and in-store sales. 3) Shifts in how people find and share news, with social media like Facebook becoming a major source of news sharing. 4) Brands evolving as media creators and owners, producing their own content to engage audiences across channels. The document provides insights and statistics to support trends in each of these key areas.
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
This document provides an overview of word of mouth marketing (WOMM). It defines WOMM as the act of consumers providing honest recommendations to other consumers through personal communication about products, services, and ideas. The document outlines different types of WOMM strategies and how WOMM works by relying on influencers to spread messages both online and offline. It also discusses the importance of the 5 T's in WOMM campaigns: talkers, topics, tools, taking part, and tracking. Additionally, the document provides an example case study of the successful WOMM strategies used in Barack Obama's 2008 presidential campaign.
The Summit eBook from the recent Corporate Social Media Summit New York.
The book includes:
** 10 key findings shared across the two days
** 5 insightful thoughts from our expert, senior-level corporate speakers on key social media issues
** 8 top tweets from the Summit – sharing some of the most significant ideas presented by our speakers
** A foreword from Liam Dowd, Marketing Manager at Useful Social Media
1. The webinar discussed strategies for Super Bowl advertisements based on an analysis of ads from Super Bowl 50.
2. It found that teaser campaigns released before the game were more effective at generating social engagement than ads that relied solely on airing during the game.
3. While humor risks not resonating, ads that tugged at heartstrings performed better than those that aimed for humor.
4. Championing a social cause can generate buzz but the cause must be clearly relevant to the brand.
5. A cohesive, integrated campaign across multiple platforms delivered the most benefits compared to stand-alone ads.
6. Heinz's ad was found to be the most effective overall by
This document discusses word of mouth marketing. It begins by defining word of mouth as interpersonal communication about brands, products, or services that can be positive or negative. It then explains the importance of positive word of mouth for businesses, such as free marketing and increased goodwill. However, negative word of mouth can damage a company's image and spread more quickly. The document also covers types of word of mouth marketing, determinants of word of mouth, and new trends like social media, blogging, and cause marketing. Real business examples of word of mouth's impact are provided.
This document discusses the importance and power of word-of-mouth marketing. It notes that word-of-mouth is the oldest and most trusted form of marketing communication. While most marketing focuses on mass advertising, word-of-mouth occurs naturally between consumers as they share recommendations with friends and family. The document introduces an agency that helps brands leverage word-of-mouth marketing through ambassador programs that engage influential customers as brand advocates.
(Graham Brown mobileYouth) PAID to EARNED MEDIA (Part 3/5 50 key trends in th...Graham Brown
Part 3 of Youth Mobile Age: a 5 part series of presentations highlighting key Youth Trends for 2011. To download all 5 parts ->
http://www.YouthMobileAge.com
Social media and Germany - realising the valueMike Ramseyer
We were asked to talk to the Board Members of the VKE Kosmetikverband in Dusseldorf, Germany. The members comprise senior executives from companies such as Chanel, Estee Lauder, Clarins, and Coty.
The question we were asked to answer was " If you were in our shoes, why should we invest in social media?
The document discusses word of mouth marketing (WOMM) and how it has become increasingly important. It defines WOMM as consumers providing information to other consumers by giving them reasons to talk about products and services. WOMM can be organic through satisfied customers sharing experiences, or amplified through marketer campaigns. Examples of different types of WOMM strategies are provided, including buzz marketing, viral marketing, and influencer marketing. The importance of identifying talkers, topics, tools, participation and tracking is outlined for developing an effective WOMM plan. Social media is highlighted as facilitating brand conversations and allowing recommendations to spread through personal networks.
Word of mouth marketing is when satisfied customers talk positively about a brand, product, or service to other potential customers. It happens both online and offline and is driven by social media influencers with large networks. Word of mouth marketing is free publicity for companies and seen as more credible by potential customers than traditional advertising. However, it can spread slowly and have a limited reach. To encourage positive word of mouth, companies should make their products interesting and easy to share information about, keep customers happy by fixing issues, and build trust through ethical practices.
Sales in the new enterprise
(10 reasons sales people need to care about social media)
Many sales people will totally ignore social media – except keeping connections in their social networks. For some it is a
frightening development, for others it is the greatest opportunity for more success.
10 Social Best Practices from the Best Social Brands of 2013Ben Grossman
You see the biggest brands in the world winning the social media war and are left wondering: How can my business get the most out of social? This presentation explores how to leverage best practices from the biggest and best social brands in the world for your company (that may not have a big budget). This 2013 round-up of social media anecdotes offers 10 actionable recommendations to help your business go to the next level. It was originally presented at Hubspot's INBOUND 2013.
Social Media: Embracing The Opportunities, Averting The RisksErica Campbell Byrum
Your residents, and the prospects you are targeting, are a lot different than they were in the past. Online social networking sites have revolutionized the way people interact with each other and gather information. Renters are talking about your communities, sharing opinions, and making referrals via social media platforms like Facebook® and Twitter™. Building and maintaining an on-going positive relationship with consumers through these marketing mediums is critical to your company’s success!
In the summer of 2010, Erica Campbell, Senior Manager New Media Marketing and Nadeen Green, Senior Counsel at For Rent Media Solutions discussed how to leverage social media and become part of the consumer dialogue. Attendees learned ways to create a customer engagement strategy through social networking sites that are within the eyes of the law and the interest of your residents and prospects!
How to Build and Develop Successfully your Online Brand Community? Why your Customers and Prospects join Online Groups? What is the Cost of developing an Online Community? If you look for answers, just read this presentation. I will be glad to read your comments!
Thierry Cellerin, CEO of BuzzFactory.
Word-of-mouth marketing (WOMM) and creating positive buzz around products and services has become increasingly important as traditional marketing methods become less effective and trusted. Research shows that 84% of B2B campaigns resulted in lower sales and only 18% of TV ads generate a positive ROI. WOMM is driven by conversations and social sharing between consumers and influences up to two-thirds of the US economy. Those within social networks act as influencers, spreading information to their contacts, fueling the diffusion of buzz. Marketers can identify and leverage these influencers to help stimulate positive word-of-mouth.
Experience brands understand that a customer’s or prospect’s path to the brand passes directly through their own people. And if those people aren’t aligned to the organization’s purpose and brand and business ambitions, there’s little chance of delivering the kind of positive experience clients will want to repeat and share.
Creative Brief for Fundamentals of Creative Development. Longer and more thorough then some briefs should be, but intended to get students to think about purpose, objectives and desired outcome of advertising or digital initiatives.
El documento ofrece una lista de famosos hombres como una forma de terapia para recuperarse de un ataque de estrés, incluyendo caricias de Antonio Banderas, 7 años en el Tíbet con Brad Pitt, aventuras con Bruce Willis, mantenerse en forma con Jean Claude Van Damme, sentirse nueva con Harrison Ford, pasar un día especial con George Clooney, seguridad con Kevin Costner, libertad con Mel Gibson, sentirse una mujer con Richard Gere, vivir una misión imposible con Tom Cruise, y volver a la realidad triste con Tom Cruise como Tarzán
O autor decidiu mudar pequenos detalhes em sua vida a partir do próximo amanhecer para ser mais feliz cada dia. Ele não vai mais olhar para o passado com remorso, vai continuar amando as pessoas mesmo que não o amem como ele gostaria e vai lutar com mais garra por seus sonhos sem responsabilizar os outros por sua felicidade.
La viejecita recibe tres deseos de su hada madrina. Su primer deseo es volver a tener el cuerpo de una bella joven de 25 años, el segundo es cambiar su cama por una con dossel, y su tercer deseo es transformar a su gato en un bello príncipe, pero este último deseo tiene consecuencias inesperadas.
O documento discute as novas regras para as praias em Portugal continental a partir de 7 de junho, incluindo multas para quem tomar banho com bandeira vermelha. Também menciona regras para nadadores-salvadores e concessionários de praia.
O jornal "Centro" aprovou a criação de um parque tecnológico em Coimbra que visa gerar 5 mil novos postos de trabalho. O Presidente da República esteve presente na cerimónia de encerramento de um curso de empreendedorismo na Universidade de Coimbra. O diretor do jornal foi criticado por ter exagerado em uma coluna de opinião ao afirmar que nada restou da revolução de 25 de Abril.
El documento resume los logros del Servicio Nacional de Aprendizaje (SENA) de Colombia entre 1999 y 2007, como el aumento sustancial en el número de cupos para estudiantes, la cobertura en todos los municipios de Colombia, y los cuatro propósitos principales de proveer formación flexible y anticipada a las necesidades del mercado laboral, transformar el ambiente de aprendizaje, fomentar el pensamiento emprendedor, y preparar a los estudiantes para la sociedad. También describe las cuatro fuentes principales de aprendizaje y los esfuerzos
The document discusses how the classic "7Ps" of marketing - product, price, place, promotion, people, process, and proof - still apply in the era of social media, but also introduces three new elements: purpose, personality, and picture. Purpose refers to consumers wanting to know a company's social impact. Personality means consumer engagement is more crucial and depends on the tone a company strikes. Picture means marketing is becoming more visual and imagery will be a key battleground. The original 7Ps framework still applies but must incorporate these three new elements in order to succeed with 21st century growth hacking.
This document provides an overview of strategies for connecting with and engaging Millennial audiences. It begins with an introduction to the IPG Media Lab and its focus on audience-based solutions. The document then discusses how Millennials differ from older audiences in their distrust of advertising and preference for mobile media. Key trends for brands to capitalize on include the rise of wearable devices and streaming content. The document advocates using rewards to generate excitement and positive brand perceptions. It concludes by emphasizing the need for brands to experiment with new technologies, exchange value for customer data, and create native content to engage Millennials.
The biggest obstacles companies face in unlocking digital opportunities are:
1) Treating digital platforms as one-way communication instead of engaging with consumers.
2) Not using customer data to personalize offers and build loyalty.
3) Fragmentation across different digital channels and lack of collaboration.
4) The complexity of emerging technologies and need for holistic measurement across campaigns.
The growth of eCommerce: does it impact brand strategy?Nurun
The growth of eCommerce is changing brand strategies in several ways. Consumer expectations are evolving as people now research products online and read reviews from other consumers before purchasing. Brands must be present across online and offline channels to understand the entire customer journey. An eCommerce strategy should go beyond just online sales and consider how the brand engages with customers at all touchpoints. To achieve growth objectives, brands need to continuously innovate, enhance their online content and experiences, and invest in new technologies.
This document discusses several trends in consumer behavior and marketing in South Africa for 2013. Some of the key points covered include:
1) Shoppers will seek value and be prudent spenders. They will also be more discerning consumers with information at their fingertips.
2) The importance of mobile connectivity and apps that save time and effort will increase. Shoppers will also demand richer interactive experiences from brands.
3) Shopper marketing and gaming-type experiences will be important for brands to engage consumers. Social media will also allow brands to spread messages faster.
4) South Africa has a young population and an growing middle class, though income levels vary widely. Transportation access impacts ability to access retail outlets.
Matt King Email Marketing Core Concepts And Best Practice (Sept09)bestmarketing
Here are some key elements of a successful email marketing strategy:
1. Define target markets. Clearly identify your primary target markets based on demographics, interests, behaviors.
2. Understand each market. Research each market to understand their unique needs, pain points, motivations. What differentiates your offering for each group?
3. Develop personas. Create fictional representations of ideal customers to personify each market and guide messaging.
4. Create a content plan. Map out a series of relevant, targeted emails you'll send to each market over time based on their needs.
5. Segment your lists. Organize your subscriber lists so you can send the right messages to the right people.
6.
The document discusses how the rise of connectivity and social media has transformed marketing. It outlines 7 shifts required for companies to adapt, including shifting from telling to delivering value, from campaigns to ecosystems, and from engagement to providing utility. Examples are provided like Nike+ and Dell's Ideastorm that facilitate consumer passions and tap collective knowledge. The conclusion emphasizes that companies are now in the business of empowering consumers through transparency, control, and facilitating emotional truths like authenticity and trust.
What Marketing Can Learn From Vanilla Icepeteraharris
In changing market times, we need to STOP COLLABORATE & LISTEN if we are to close the gap between marketing and research. This presentation was delivered at Marketing Week 2009 in Adelaide
This is an outline of my branding studies, I will be summarizing all the information I learn throughout my studies and researches into small presentations hoping it will make good and easy references for people who are looking to understand and learn more about branding.
In this presentation I will talk about the Brand basics and I will cover the following:
- What is brand?
Stay tuned and engage with me on twitter on: @YazanTamimi
Brand Management, how valuable in the Digital Age?
Presentation at ESCP Europe campus Madrid.
An open discussion about the role of Brand and Brand Management in the Digital Age.
Conversant what the bleep does personalized marketing really meanConversant, Inc.
Outlines the essential components of a personalized marketing strategy and solution. Simplifies the process of identifying the right approach to personalization for any brand.
Conversant what the bleep does personalized marketing really mean?Jim Nichols
Scott Eagle defines personalized marketing as a comprehensive one-to-one communication approach that calibrates brand messages and media based on known facts and predictions about each individual's needs, interests, and behaviors. He argues that true personalized marketing requires seven essential components: 1) ongoing 1:1 relationships, 2) a 360-degree view of each customer, 3) genuinely personalized creative content, 4) individualized delivery across channels, 5) omni-channel reach, 6) individualized media investment, and 7) rich individual user profiles and insights. Eagle concludes by urging marketers to ensure any personalized marketing solutions they use fully achieve this definition and create ongoing personal relationships with every target individual.
This presentation covers how a "brand" has changed over the years and what marketers are now responsible for to assure their brands are growing, beautiful and meet the needs of the customer.
Joanna Lord, CMO of BigDoor, gave a presentation at the SEL Summit in 2014 about the future of brands. She discussed how brands have evolved from simply being trademarks and logos to representing the sum of a product's attributes and what customers think of when they hear the brand name. Top brands today, like Nike and Google, create intelligent connections with customers, are agile, empower consumers to build the brand with them through permission marketing, and understand loyalty goes both ways. The biggest brands of tomorrow will get this and be set up to focus on delivering value beyond just products to succeed.
White Paper - The 10 Rules of EngagementHugo Serôdio
This document provides an overview of engagement advertising. It begins with definitions and explanations of engagement advertising, noting that it is about dialogue between brands and consumers online and offline. It then discusses the multi-platform nature of advertising today. The bulk of the document outlines 10 rules for effective engagement advertising, with each rule explained and accompanied by examples. The 10 rules are: be authentic, leverage technology, mind the gap, use the right kind of ads, experiment, generate great content, use a call to action, create brand advocates, embrace change, and have fun.
It's about that time when your mom calls brands "disruptive." The word has reached that excruciating level of mainstream use and misuse. Alas, this presentation takes a look at some of those "disruptors" and focuses on the value they provide to other brands. Insights, not threats.
The document discusses trends in consumer behavior and opportunities for businesses. It identifies 16 consumer roles grouped according to their deep motivators. These include value chasers, brand lovers, fear fixers, and experiential engagers. The document then provides examples of 10 trends that tap into these deep motivators, including instapreneurship, social currency marketing, affinity networking, and rent-a-anything marketplaces. It concludes with a discussion of social enterprise business models.
Digital marketing requires measuring impact beyond just impressions and reach. Marketers need to understand how digital touchpoints improve the customer experience, increase engagement, and ultimately drive business results. Effective measurement looks at how interactions influence brand opinion, purchase intent, and other expressions of customer value. It is important to analyze audience motivations and content in order to optimize the experience across all digital channels in a consistent way. Simply counting fans or clicks is not enough - marketers must understand the quality of connections in order to improve performance.
What is a brand? And, what is the real value to business owners?Paul Segreto
This document summarizes key points from a webinar on branding, including:
1) A brand is defined as a name, symbol, or design that identifies a seller's goods/services and distinguishes them from competitors.
2) Building a strong brand requires consistent brand awareness across all customer touchpoints and prioritizing brand integrity.
3) In the digital world, brands must be flexible to engage customers across many online entry points and respond to consumer feedback.
Innovation is a very widely used term which can apply to any aspect of the business.
This report takes a high level and strategic view of the issue and does not focus on one
specific type of innovation, or one area of activity. Innovation in operations is just as
important as innovation in marketing. We look at the issue of strategic versus
incremental innovation, and the importance of innovation for both growth and efficiency.
We also assess the barriers to innovation, what actions banks are taking to increase
their level of innovation, and recommend areas where we feel they could improve.
This document discusses trends in various media and how consumers interact with media. It notes that social networks now have as much traffic as Google and are growing rapidly. Consumers spend many hours daily on activities like social media, emails, texting and searching online. The environment for businesses has changed, with consumers more in control and sharing experiences through social networks and word-of-mouth recommendations. New strategies are needed that focus on personalized, one-to-one customer experiences through social marketing and building continuing customer relationships.
These are interesting and uncertain times, and we cannot tell yet where they will lead us. The financial world is changing and it
is to be expected that banking itself – whether globally or in the EU – will undergo a significant transformation. Now is not the
time for concrete predictions, yet we look ahead with optimism and with the confidence that also in the times to come, Europe’s
savings and regionally oriented retail banks will drive economic growth and development, as indeed they always have. The aim
of this report is to work towards this goal by stimulating and contributing to the various relevant debates and initiatives, which
are currently shaping the retail banking sector along various dimensions.
The document discusses Virgin's brand awareness and target demographic in the US market, which shows high awareness levels across major cities. It then outlines Virgin's social lending platform and innovations in peer-to-peer lending, including being the first to report loans to credit bureaus and develop various loan product lines. The document also presents opportunities for growth in the social lending market and partnerships with traditional banks.
1) The document is a keynote presentation about innovation given by Gregg Fraley, author of Jack's Notebook. It discusses the challenges of innovation and provides strategies for overcoming them.
2) Fraley outlines the "Four P's" that are important for innovation - People, Product, Process, and Press. He emphasizes the importance of having the right people and culture to foster innovation.
3) Fraley advocates using a structured creative problem solving process like CPS to approach innovation in a deliberate yet spontaneous way. Idea management systems can also help streamline the innovation process.
This document outlines RBC's approach to innovation including defining innovation, establishing an innovation infrastructure, and providing a case study on the Next Great Innovator challenge. It discusses generating ideas through various programs and challenges, testing ideas in applied innovation labs and through a beta program, and communicating knowledge across the organization. The Next Great Innovator challenge is highlighted as a sandbox for innovation that engages students in developing solutions to business challenges and identifying potential candidates for recruitment.
The document discusses the transition to more sustainable living and business practices. It notes that consumers are changing and new "freeform" companies enabled by technology are transforming industries. Sustainable living is presented as the new common sense approach for the future, driven by customer demand, business opportunities, and the growing imperative of environmental responsibility. The document advocates making sustainability easy for customers and engaging employees to help drive sustainable practices.
Caja Navarra (CAN) is a savings bank in Spain that has implemented a strategy of "Civic Banking" focused on social innovation to better compete in the highly developed Spanish banking market. [1] CAN formulates its strategy around creating "rights" for clients through introducing "duties" for the bank to follow. A key part of this strategy was launching the "You Choose, You Decide" program in 2003, which gave clients the right to choose how CAN allocates its social spending profits. [2] This program increased client participation and transparency while also allowing CAN to grow and better compete. [3]
The document discusses open innovation and innovation networks. It begins by contrasting closed innovation, where all innovation is developed internally, with open innovation, which involves purposefully using inflows and outflows of knowledge to accelerate internal innovation and expand markets. It then provides examples of innovation networks, including one in the flat screen industry and the horticulture sector. It also discusses challenges of managing knowledge and innovation in networks, such as motivating partners to share knowledge and ensuring the right knowledge reaches the right partners. Finally, it discusses the Future Store Initiative partnership between Metro Group and over 50 partners to develop new retail technologies and the challenges of managing the complex Olympic Games network.
This document summarizes challenges in innovation and optimization at ABN AMRO Netherlands. It introduces Joris Kok and Martijn van Keulen and their roles at ABN AMRO Netherlands. It then outlines challenges like fatigue, adding too many features, and organizational changes. The plan involves focusing efforts, using multidisciplinary optimization teams, and measuring progress with dashboards and web analytics to test usability and optimize performance. Examples show conversion rate improvements of up to 34% from testing and optimization. The summary concludes that building a website is easy but management requires hard work, tracking progress, and human optimization aided by tools.
Joris Kok of ABN AMRO presented on the bank's strategic use of web TV from 2008-2010. The presentation outlined 7 cases demonstrating the added value of web TV, including increasing interactivity and brand exposure. It discussed using web TV to target customer groups and create cross-company synergies. The strategic agenda aimed to integrate web TV into ABN AMRO's multi-channel marketing mix to provide value and drive results. Kok concluded by taking questions from the audience.
This document provides a summary of the 2008 World Retail Banking Report. It examines pricing of core banking services across 26 countries (up from 24 in previous years with the addition of Denmark and Singapore). Some key findings include:
- The average annual price across countries was €70, ranging from €52 in Asia-Pacific to €79 in North America. The average price fell slightly (1%) from the previous year.
- North America saw the largest price rise of 5.7% due to higher payments and cash utilization prices, while Asia-Pacific saw an 11.1% price fall from intensified competition in Australia and India. European prices remained mostly stable.
- Price discrepancies between banks decreased significantly at
The document summarizes a presentation given by the President of China UnionPay (CUP) on March 14, 2008 about CUP's role and achievements. It discusses how CUP has grown along with China's economy and banking industry to meet the need for inter-bank and cross-region card usage. It outlines CUP's goals of expanding its acceptance network internationally and in China, establishing an international brand, and providing efficient payment services for Chinese travelers and European visitors.
The document announces the 30th Efma Convention on leadership in retail finance to be held on March 13-14, 2008 in Paris. The event will feature a presentation from Scott Thompson, President of PayPal, about how PayPal's digital payment solutions create a perfect match for the marketplace by bringing more buyers and sellers together.
The document summarizes the findings of a survey on the performance of retail banking in Europe. It identifies differences in strategies and operating models across four regional clusters: Northern Europe, Western Europe, Central and Eastern Europe, and CIS countries. Key factors found to influence banks' financial performance include market maturity, proximity of physical networks, use of digital banking, branch flexibility, and sharing of production infrastructure. The document concludes that balancing revenue growth and cost efficiency is a challenge for European retail banks, and that successfully exploiting drivers of both top-line and bottom-line performance is needed to achieve strong results.
The document summarizes BNP Paribas' retail strategy presentation from March 2008. It discusses BNP Paribas' focus on organic growth in retail banking and specialized financial services (SFS) through customer centricity. It compares their value creation strategies in mature versus emerging markets, with emerging markets expected to contribute 45% of revenue pool growth between 2005-2015. BNP Paribas aims to drive growth organically by leveraging distribution channels, cross-selling, customer satisfaction and partnerships.
1) Andrey Kazmin, CEO of Sberbank, discussed rapid growth in the Russian economy and banking sector over the past decade.
2) He highlighted that shortage of long-term capital and funds has hindered development, with banking capital adequacy ratios below international standards.
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4. 4
Number of commercial messages we act on per week
Source: Walter Carl, Northeastern University
5. 1:3
Number of brand, product and service recommendations from
trusted friends we act on weekly
Source: Walter Carl, Northeastern University
6. 65
Percent: proportion of people who believe that they are constantly
bombarded with too much advertising
Source: Yankelovich Partners, 2004
7. Today
• The Evolution of Brand Experience
• The Game Needs Changing
• Never-Ending Friending
• The Momentum Effect
• Who Are Influencers?
• A Few Real-Life Case Stories
7
• The Evolution of Brand Experience
• The Game Needs Changing
• Never-Ending Friending
• The Momentum Effect
8. The Evolution of Brand Experience
Brand
Then
Advertising Purchase
Experience
Key Out take
Brand Experience is the
single most important thing
we can facilitate - online,
Advertising offline, via mobile, virtual
Future
Purchase worlds or branded
experience
Brand And when you deliver brand
Experience experience, you drive
Momentum
8
It takes very little time to demonstrate how consumers’ relationships with brands have evolved dramatically over
the past decade
The old model worked like this
But the new model puts brand experience at the front of the equation — and in so doing disrupts the whole
marketing model
We’ve done a lot of work recently with brands such as Yahoo!, Brown-Forman and KPMG working out WHY this
happens...
Why consumers are suddenly becoming actively engaged with our brands BEFORE they purchase
Key Out take
Brand Experience is the single most important thing we can facilitate - online, offline, via mobile, virtual worlds or
branded experience. And when you deliver brand experience, you drive Momentum
10. And where does this all lead?
To Ammo’s latest client: This trio of brand marketers could not figure out why they couldn’t sell any lemonade,
even after they tried to give it away.
As we say a lot, Free has no value anymore. The serious side of this is that -
As consumers relationships with brands has evolved, so have their expectations
A recent study from NOP suggests that whereas the most consumers expected from brands in the past was free
stuff, now, inside knowledge, access and unique experiences related to the brand are valued much more highly
At Ammo we call this ‘social currency’, information, access and experiences — the things that keep Influencers
one step ahead of their peers — and the stuff that generates brand affiliation
11. Has No Value
And where does this all lead?
To Ammo’s latest client: This trio of brand marketers could not figure out why they couldn’t sell any lemonade,
even after they tried to give it away.
As we say a lot, Free has no value anymore. The serious side of this is that -
As consumers relationships with brands has evolved, so have their expectations
A recent study from NOP suggests that whereas the most consumers expected from brands in the past was free
stuff, now, inside knowledge, access and unique experiences related to the brand are valued much more highly
At Ammo we call this ‘social currency’, information, access and experiences — the things that keep Influencers
one step ahead of their peers — and the stuff that generates brand affiliation
12. Adding Value Leads to Brand Affiliation
Brand Experience
?
Adding value to
consumers through Participatory
branded, interactive Media
experiences
Brand Affiliation
11
We know that Brand affiliation is actively sought by today’s consumers, from Coke in China to Nike in the US,
from Halo enthusiasts to Radiohead fans
The question is, how do we, as marketers, engage that affiliation?
The only way to move from brand experience to brand affiliation is through adding value to things consumers
care about, at the relevant times, in the relevant places and in unexpected but relevant ways.
And the most valuable way of doing so is by engaging them in the conversation — online and offline, respectfully
and transparently
Ammo and our parent company Isobar set out to answer that question with a research study co-commissioned
with MySpace earlier this year.
13. Never Ending Friending
Research shows that MySpace, YouTube, and Facebook account for a collective 14% of all time spent online.
The Never Ending Friending study focused on answering the question of whether brands and brand marketing
has a place in the social networking space.
With all that time spent online, we wanted to understand what opportunities existed for brands to develop
relationships with consumers when they were not only available, but when they truly welcomed the connection.
The relationship that brands can develop with Social Networkers has become one of Never-Ending Friending —
taking their relationship with brands in the offline world online and vice versa.
14. Never-Ending Friending: The Facts
• Two-Hour Qualitative Research Sessions with MySpace users
- Three in Los Angeles & Chicago, Two in New York
• Three age groups
- Teens (aged 16-18)
- College Students (20-22)
- Young Adults (25-35)
• Online Quantitative Survey
- 3,000 Respondents
• Teens, College Students, Young Adults
- Social Networkers, MySpace Users, Non-Social Networkers
13
• Two-Hour Qualitative Research Sessions with MySpace users
- Three in Los Angeles & Chicago, Two in New York
• Three age groups
- Teens (aged 16-18)
- College Students (20-22)
- Young Adults (25-35)
• Online Quantitative Survey
15. Never-Ending Friending: The Takeaways
• Consumers are ready and willing to receive your brand’s message and
promise online
• They are willing to embrace the brand as a friend and introduce it to their “real
life” friends
• Your mode of communication and engagement is as important, if not moreso
than the actual value of your brand or product
• While “free” continues to have minimal value, opportunities to pass along
brand connections/experiences to friends in the real world hold great “social
currency” and deep emotional value
• The result of successful brand outreach online leads to what we are calling
The Momentum Effect
14
Consumers are ready and willing to receive your brand’s message and promise online
They are willing to embrace the brand as a friend and introduce it to their “real life” friends
Your mode of communication and engagement is as important, if not moreso than the actual value of your
brand or product
While “free” continues to have minimal value, opportunities to pass along brand connections/experiences to
friends in the real world hold great “social currency” and deep emotional value
The result of successful brand outreach online leads to what we are calling The Momentum Effect
16. The Momentum Effect
Value
15 Time
Back in the “old days...” like, say 1996, marketers spent a bunch of money to reach consumers, and the
minute that spend stopped, the value of it decayed quickly.
Now, however, in the age of participatory media, of the ability to have conversations with your
customers and to allow them the opportunity to create stories about your brand, the value of your
marketing spend only increases over time.
We call that, The Momentum E!ect, and it continues the return on your investment.
When your B2C spend, can take advantage of the engagement of consumers, the value is much greater
than the sum of its parts
17. The Momentum Effect
B2C
Value
D
E
C
A
Y
15 Time
Back in the “old days...” like, say 1996, marketers spent a bunch of money to reach consumers, and the
minute that spend stopped, the value of it decayed quickly.
Now, however, in the age of participatory media, of the ability to have conversations with your
customers and to allow them the opportunity to create stories about your brand, the value of your
marketing spend only increases over time.
We call that, The Momentum E!ect, and it continues the return on your investment.
When your B2C spend, can take advantage of the engagement of consumers, the value is much greater
than the sum of its parts
18. The Momentum Effect
B2C C2C
Value
15 Time
Back in the “old days...” like, say 1996, marketers spent a bunch of money to reach consumers, and the
minute that spend stopped, the value of it decayed quickly.
Now, however, in the age of participatory media, of the ability to have conversations with your
customers and to allow them the opportunity to create stories about your brand, the value of your
marketing spend only increases over time.
We call that, The Momentum E!ect, and it continues the return on your investment.
When your B2C spend, can take advantage of the engagement of consumers, the value is much greater
than the sum of its parts
19. The Momentum Effect
B2C C2C
The
Momentum
Effect
Value
15 Time
Back in the “old days...” like, say 1996, marketers spent a bunch of money to reach consumers, and the
minute that spend stopped, the value of it decayed quickly.
Now, however, in the age of participatory media, of the ability to have conversations with your
customers and to allow them the opportunity to create stories about your brand, the value of your
marketing spend only increases over time.
We call that, The Momentum E!ect, and it continues the return on your investment.
When your B2C spend, can take advantage of the engagement of consumers, the value is much greater
than the sum of its parts
21. Momentum happens as people tell
and evolve stories about a brand
1. Momentum happens as
people tell and evolve stories
about the brand
Word of Mouth is the single fastest growing marketing discipline today.
And the brands that will win in this space are those whose consumers tell the best stories.
Global clients like Coke, Yahoo! And Beam have their own marketing divisions focusing on WOM
According to NOP WOM (Word of Mouth) is ‘the single most important factor in brand decisions today,’
outstripping TV advertising by 30 percentage points, and internet marketing by 54 points.
22. Experience Briefs: Stories and Experience
NEW
OLD What experiences do
What message do I my Influencers seek,
want to communicate and how, uniquely, can
to my consumer so that my brand add value to
they understand my those experiences,
brand so that they desire to
become participants
18
As the myspace study said: ‘friends don’t waste your time - they tell you things you want to know’
In the old world you wrote a creative brief: the objective of the project and a singular message you wanted the
consumer to understand
New world: what experience of value can we create for our consumers that engages them more deeply with us
and allows them to actually take ownership of the brand’s story
23. Value Ingredients
Value of Message
+
Value of Experience
+
Value of Communicator
=
Value of Program
Short Term Long Term
Sales, Awareness, Image Brand relationship
The equation we need to solve, is how to maximize the value of the message with the value of the experience,
amplified by the value of the communicator to demonstrate the value of a marketing program, both in the short
term and the long tearm
24. Momentum cannot happen
without interactivity, period.
It requires at the least
dialogue, and preferably
deep and extended
consumer-brand interaction
Momentum cannot happen without interactivity, period.
It requires at the least dialogue, and preferably deep and extended consumer-brand interaction
But, all interactive media will not be equal in generating Momentum
25. Interactive Momentum Drivers Model
User State
Active Influencer VIP
Creating
Program
Content
Transactional
Shopping Site Contest Entry
Website Using SN Site
Branded Widget Blogging/
Podcast mobile
Search Mo Podcasting
Listening me
IM ntu Interactive IM
m
Experiential
Online Gaming
Website
Addressed Need
Interactive Download
Viral Videos
Banner Content
En
ga
Functional ge
me
Forward Link/
Video/ Content
Entertainment
nt
Information
Gathering
Notice Guerrilla
Activity
Aw
a ren
es
s
Viewing Content Viewing UGC
Watch TV online
Non-Interactive
Banner
21 Passive
Active Entertainment is essential for the development of Momentum.
Because Influencers require Active Entertainment, our integrated marketing campaigns must leverage this
learning to ensure we drive not just awareness and engagement, but real Momentum.
26. Flip the Model
10% quot; 90%
If momentum is so important to the effectiveness of a marketing program then the majority of marketing spend
should be aimed at ensuring momentum
We do that by flipping the model...
This means flipping the marketing mix on it’s head: from 90:10 (traditional to non-traditional) to 10:90 where the
90% is aimed at driving brand interactivity – online (digital) and offline (experiential and Influencer)
(Tell GAP and Yahoo story)
And, it means changing the focus from driving awareness, to driving product and brand experience
27. Flip the Model
10% quot; 90%
If momentum is so important to the effectiveness of a marketing program then the majority of marketing spend
should be aimed at ensuring momentum
We do that by flipping the model...
This means flipping the marketing mix on it’s head: from 90:10 (traditional to non-traditional) to 10:90 where the
90% is aimed at driving brand interactivity – online (digital) and offline (experiential and Influencer)
(Tell GAP and Yahoo story)
And, it means changing the focus from driving awareness, to driving product and brand experience
28. Momentum is not
generated equally by all
people.
Influencers generate a
disproportionate amount
of Momentum.
Momentum is not generated equally by all people.
Influencers generate a disproportionate amount of Momentum.
Research consultancy Keller Fay estimates that INFLUENCERS generate up to ten times the positive WOM vs the
general population
33. What Makes Influencers Tick?
Mindset for An active approach to life passionate people
Success
Connected Enthusiasm for learning they keep up
Passion for
Life Connections to many people and groups
People
People Clear set of priorities “this matters”
Doers
Strong belief in growth and change
Innerly
Confident
Impact ability to create change
Socially
Altruistic
28 Sources: Ammo Marketing, Influencer Index; Roper
The first step in finding the right influencers for a brand is to understand what makes them tick — what
characteristics do they all share that sets them apart?
In 2004, Ammo conducted research with Highwire Consulting a British business psychology firm to better
understand what drives Influencers, why they are so good at making the right recommendations to the right
people at the right time.
That research fueled the creation of the Influencer Index, a proprietary tool we use to screen large numbers of
potential influencers for enrollment in our programs.
Funnily enough, almost at the same time Ammo was conducting research, Roper NOP was also, and found
parallel characteristics.
34. Understanding Influence
Vocal Peer Uber
Celebrities
Adopters Influencers Influencers
Numbers 1:5 1:10 1:10,000 1:1,000,000
Currency Lifestyle Social Economic Fame
Channels PI Network Informal Work Controlled
Circles Varies Wide, Many Work-based VIP
Knowledge Surface Deep Expert Surface
Use Broadcast Involve Seed Endorse
Person Club-goer Muso DJ Bono
Agency PR Ammo Ammo Prod. Place
29
35. We’re Not The Only Ones Saying This...
30
So, what was the first book to really prove the effectiveness of Influencer Marketing?
“God told him to gather seventy men of the elders of Israel and use them to spread the word to the rest of the
people”
—The Bible
“Simply by finding and reaching those few special people who hold so much social power, we can shape the
course of social epidemics”
—Malcolm Gladwell. The Tipping Point
“This is the bottom line: when Americans make decisions today, it’s a conversation. Before Americans buy, they
talk. And they listen. The first step in the buying process is to ask a friend or family member.. what they think.”
—Jon Berry, The Influentials
36. We’re Not The Only Ones Saying This...
30
So, what was the first book to really prove the effectiveness of Influencer Marketing?
“God told him to gather seventy men of the elders of Israel and use them to spread the word to the rest of the
people”
—The Bible
“Simply by finding and reaching those few special people who hold so much social power, we can shape the
course of social epidemics”
—Malcolm Gladwell. The Tipping Point
“This is the bottom line: when Americans make decisions today, it’s a conversation. Before Americans buy, they
talk. And they listen. The first step in the buying process is to ask a friend or family member.. what they think.”
—Jon Berry, The Influentials
37. We’re Not The Only Ones Saying This...
30
So, what was the first book to really prove the effectiveness of Influencer Marketing?
“God told him to gather seventy men of the elders of Israel and use them to spread the word to the rest of the
people”
—The Bible
“Simply by finding and reaching those few special people who hold so much social power, we can shape the
course of social epidemics”
—Malcolm Gladwell. The Tipping Point
“This is the bottom line: when Americans make decisions today, it’s a conversation. Before Americans buy, they
talk. And they listen. The first step in the buying process is to ask a friend or family member.. what they think.”
—Jon Berry, The Influentials
38. 30,000
So let’s return to some of those numbers from the beginning of
the presentation.
Number of commercial messages we see every single week
Source: Walter Carl, Northeastern University
39. 4
Number of commercial messages we act on per week
Source: Walter Carl, Northeastern University
40. In an Age of overload - who do you listen to?
In an age of increasing media fragmentation, media sophistication and media overload the consumer, eventually
shouts STOP!
With no definitive place to turn, no one trusted source of information - whoever trusts TV commercials these
days? - they revert to the most trusted, most credible sources they know - their friends
And not just any friends, their friends and peers who are, in some way, expert on a particular topic or set of topics
- the Peer Influencers in their social circles
41. 1:3
Number of brand, product and service recommendations from
trusted friends we act on
Source: Walter Carl, Northeastern University
42. Even when surrounded by the same bad brand message over and over, a consumer will take their
trusted friend’s recommendation above all other
43. Word-of-Mouth Can Lead to Brand Advocacy
• 76% of Americans talk about brands in a typical day
• An average of 10 brands are mentioned every day
• 70% of brand mentions include a recommendation
WOM used to be the result of
successful marketing, now it
needs to be planned into the
marketing strategy.
Source: MediaVest Keller Fay Group Study | W-O-M TalkTrack Marketing: Why Everything You Thought You Knew About Buzz is Wrong
36
These facts come from a recent study by Keller Fay regarding the REAL opportunity for word-of-mouth marketing
76% of Americans talk about brands in a typical day
An average of 10 brands are mentioned every day
70% of brand mentions include a recommendation
44. How Do We Define WOM(M)?
WOM COMMON WOMM
Already happens Communicate like Program driven
a consumer
Organic Time-bound
Over time Listen & Show You Listen What do you want
to start?
Do you want Be Transparent
Advocacy
to participate?
Not “perfect science” first, then
Be ready! Amplification
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Courtesy of the Coca Cola Company
A company that is taking a lead in the exploration of this new frontier is one of the oldest, sturdiest brands in
global marketing history.
Coca Cola uses this slide internally to discuss where the company wants to be
•Digital doesn’t 100% define it; is an enabler
45. Most WOM Is Face-to-Face
72% Of Marketing-Related Conversations Take Place … In-Person
The remainder are:
1. Phone (18%)
2. Email (3%)
3. Instant or Text Message (3%)
4. Online chatroom or blog (1%)
5. Other (3%)
Base: 53,748 Conversations
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Now this is what I call my “fighting words” slide, especially in the realm of digital marketing.
Currently, research shows that when two consumers have a conversation about a brand, 72% of the time that
conversation happens FACE-to-FACE
Of course their is plenty of digital chatter about brands online, but how much of it is capturable and expandable?
Thankfully, for all of us in this room, that number dropped almost 10 percentage points in the last year, and continues to
slide.
The challenge is: as digital marketers, how can we make more time for our brands to be experienced online and taken
through conversation to the offline world?
46. Getting it Right. Generating Momentum
Right Value - Story + Experience
Right Place - Media
Right Balance - Media Mix
Right People - Influencers
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Getting it Right. Generating Momentum
Right Value - Story + Experience
Right Place - Media
Right Balance - Media Mix
Right People - Influencers
47. How Do We Get It Right Online?
• Deep understanding of the consumer — their motivations, their process for
selection, their online behavior
• Figure out what matters and add value to existing experiences that amplify
the brand
• Use technology to enable and amplify the conversation — allow consumers
to “badge” themselves in ways that heighten their social currency with those
closest to them
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Deep understanding of the consumer — their motivations, their process for selection, their online behavior
Figure out what matters and add value to existing experiences that amplify the brand
Use technology to enable and amplify the conversation — allow consumers to “badge” themselves in ways
that heighten their social currency with those closest to them
What Creates Awareness but not Value?
Banner ads
Silly online diversions
Podcasts
48. Interactive Momentum Drivers Model
User State
Active Influencer VIP
Creating
Program
Content
Transactional
Shopping Site Contest Entry
Website Using SN Site
Branded Widget Blogging/
Podcast mobile
Search Mo Podcasting
Listening me
IM ntu Interactive IM
m
Experiential
Online Gaming
Website
Addressed Need
Interactive Download
Viral Videos
Banner Content
En
ga
Functional ge
me
Forward Link/
Video/ Content
Entertainment
nt
Information
Gathering
Notice Guerrilla
Activity
Aw
a ren
es
s
Viewing Content Viewing UGC
Watch TV online
Non-Interactive
Banner
41 Passive
Active Entertainment is essential for the development of Momentum.
Because Influencers require Active Entertainment, our integrated marketing campaigns must leverage this
learning to ensure we drive not just awareness and engagement, but real Momentum.
49. A Few Real Life Case Stories
• The Heidies
• Chambord Influencer Program
50.
51. This year, The Heidies won the Gran Prix at the Cyber Lions at
Cannes.
52. Many of you have probably seen this bottle. I would also wager that you’ve probably had a drink featuring the
deep-flavored black raspberry liqueur from France: perhaps in a Chambord and Champagne or the omnipresent
French Martini.
The 25-year-old brand has long-suffered from a crisis of identity that makes it the most frequently seen, dusty old
bottle on bars across the United States. Bartenders don’t use it because they don’t understand it.
You might be surprised to learn that Chambord is all natural; that it’s made from the finest black raspberries,
madagascar vanilla, moroccan citrus peel and French XO Cognac.
It, in a simple phrase, has a great story to tell
But before Chambord could be marketed to consumers, it had to be embraced by those on the frontlines: the
53. In order to spread this story of quality, refinement and craftsmanship in an effective way, Ammo hired brand
ambassadors in 10 cities across the U.S. to reach out to these Influential bartenders, managers and nightlife
insiders.
The ambassadors were the perfect combination of bartender-empathist,
marketing professional
and outgoing, gregarious Influencer.
Their role was to activate existing social and professional networks to identify and develop a relationship with the
most influential bartenders in their market.
54. Ammo’s mantra has long been “surprising, yet relevant.” We don’t do things the way other agencies do.
Instead of sending a brand ambassador into a bar to conduct a 10-minute brand training session before the start
of a shift, we developed a wholly new, immersive educational experience called The Chambord Sessions.
The function of the Chambord Sessions was to bring small groups of Influencers together to talk about their craft
in a unique environment — either a hotel suite or private loft space that surrounded the experience with the luxury
message the brand is constantly communicating.
During the course of the session, Influencers’ beliefs about the brand were challenged by serving a series of
cocktails that demonstrated the brand’s versatility: no one knew, and everyone was surprised by the delicious
alchemy created when Chambord was paired with bourbon, or tequila or gin.
55. And then, bartenders were set loose in a fully stocked bar-kitchen environment where they were able to bring
their newly-found knowledge to bear on new cocktails, which were captured and have become part of the brand’s
ongoing R&D efforts.
56. Results
• 1,197 Influencer contacts were
reached, versus a pre-program
expectation of 760
• 94% agreed or strongly agreed
Chambord that is a brand that
they would recommend; 73%
agreed or strongly agreed that
they were using it more often
• Volume in accounts covered by
the program increased by
+14%, with re-order rates up by
+17%
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• 1,197 Influencer contacts were reached, versus a pre-program expectation of 760
• 94% agreed or strongly agreed Chambord that is a brand that they would recommend; 73% agreed or
strongly agreed that they were using it more often
• Volume in accounts covered by the program increased by +14%, with re-order rates up by +17%