Understanding word of mouth. The power of advocacy

1. Understanding Word of Mouth
The Science of Advocacy
Steve Knox
CEO
Procter and Gamble Tremor
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2. What Is Word of Mouth and Social Media?
What it is NOT What it IS
Connecting creating writing
posting Sharing expressing
customizing hacking mashing-up
Customizing linking reading
browsing copying pasting
reconnecting re-using rating
recreating empowering socializing
organizing reviewing editing
joining collaborating tagging
watching publishing Community
participating buying entertaining
commenting researching
Self Expressing helping
volunteering organizing listening
NOT about Technology What people DO
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3. Where Does It Fit?
CATEGORY INTEREST
BRAND AWARENESS
Path to Purchase
BRAND CONSIDERATION
BRAND PURCHASE
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4. Word of Mouth Advocacy Drives
the Purchase Funnel
CATEGORY INTEREST
BRAND AWARENESS
Path to Purchase
BRAND CONSIDERATION
BRAND PURCHASE
BRAND ADVOCACY
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5. Word of Mouth Advocacy
“Buzz Marketing” Amplification High WOM
High
Issues Potential
(Amplification without
Advocacy) Does Not Advocacy
Drive Business Results
Low WOM Danger
Low Potential Zone
Low High
Amplification
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6. What consumers
talk about.
And why.
It’s In Our DNA!!
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7. Cognitive Science
How the brain processes information
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8. Schemas
Mental models of how the world works
Tactics:
• Interrupting schemas
• Conceptual blend
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9. Interrupting Schemas
Driving in the USA versus in the UK
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10. Interrupting Schemas
Disrupted equilibrium—what compels us to talk about an experience
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11. Interrupting Schemas
Disrupted equilibrium—what compels us to talk about an experience
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12. Degree of Disruption
Makes a Difference
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13. Conceptual Blend
Two familiars = unfamiliar = disruptive
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14. Conceptual Blend
• Combining Two Schemas
• Listen for the Analogy
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15. Being Faithful to
Foundational Truths
Keeping the connection
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16. Know Your
Foundational Truth
Wildly incongruent
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17. Theory of Congruency
From wild to mild
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18. So How Does P&G Tremor Work?
Identify the Right Message
• Listen to the Consumer
• Disruption in Practice
Relationship with the
Right Customer
• Connectors
• Trust
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19. Word of Mouth Advocacy
Right Consumer
The Product Adoption Curve
% of Population Adopting
Early
Adopters Early Majority Late Majority Laggards
Innovators
Time
CONNECTORS
Wide and Deep Social Networks
Trend Spreaders, not Trend Setters
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20. Theory to Application
From wild to mild
• Mildly disruptive
• Secret Clinical
“The more you move,
the better you smell”
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21. Theory to Application
From wild to mild
• Mildly disruptive
• Venus Breeze
“Skin so soft you just
might skip the lotion.”
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22. Theory to Application
From wild to mild
• Mildly disruptive
• Frosted Mini Wheats
“As much protein and
fiber as an egg and
two slices of wheat
toast.”
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23. Key Lessons
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24. The next schema
waiting to
be disrupted
• What is your foundational
truth?
• What schemas are at play?
• What would disrupt a
schema?
• Are there “blends” that
make sense?
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25. How do you get
started?
• Listen to your consumer
• Be open to schemas
different from your own
• Test and verify
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26. Contact Information
Steve Knox
www.tremor.com
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