WOMM
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What is word-of-mouth marketing and how it works? Some WOMM cases included...
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WOMM
- 1. WOMM
- 3. WOM… is what everybody is talking about… John Reubon, “Word of Mouth” Click to view the video on YouTube
- 14. WOMM umbrella term BUZZ Marketing (special hook, event, promotion) Viral marketing (branded material, websites, blogs, advergames, widgets, bligets, videos, utilities, collaboration tools etc. that sneezers spread) Influencer marketing (identifying and finding the influencers) Evangelist marketing (turning most loyal customers into citizen marketers) Street marketing (interacting at popular offline places like Buzz Oven) Social marketing Product seeding Twitter marketing Blog marketing Community marketing Stealth marketing Crowd-sourcing Marketing 2.0 PR 2.0 Testimonials Social networks
- 22. OBAMA CAMPAIGN
- 23. Adam Cahill. View the whole case study here .
- 26. 1.7 million contributors 2.9 million donations 93% less than $100
- 27. 1 MyBarackObama.com 16 Official Social Spaces 500+ Facebook Groups
- 28. Facebook (official) 1,110 MyBarackObama 930 Facebook (“1M Strong”) 587 Black Planet 490 MySpace 415 You Tube 62 Mi Gente 54 Twitter 46 Glee 2 75% of the community exists “out there” * In thousands
- 29. Consistent but not same Yes, We Can (Housing TVC) “ ”
- 30. Yes, We Can (music video) Click to watch the video on YouTube
- 31. No, You Can’t (music video) Click to watch the video on YouTube
- 32. I Got a Crush… (Obama Girl, music video 1) 16+ mil. views Click to watch the video on YouTube
- 33. Obama Girl
- 34. Obama Girl on MSNBC (interview) Click to watch the video on YouTube
- 35. Lil Bush (music video) Click to watch the video on YouTube
- 37. Dove: Real Beauty Workshop Watch full case study video on YouTube
- 38. “ Will It Blend?” Campaign – Blendtec ROI = 800% after the campaign Watch one of the ‘Will it blend’ videos on YouTube
- 39. ZI-VA Flour Commercial Parody of "True Romance“, 80.000+ views on YouTube, bloggers debate Click to watch the video on YouTube
- 40. Faceboorger
Editor's Notes
- WOM is not new, it is not an invention. What is new is marketers and advertisers looking for the new-old ways of communicating. Such is the WOM. Why? Because something is wrong with the good old, traditional marketing.
- TO APPRECIATE WOMM: FIRST YOU HAVE TO UNDERSTAND WHAT’S BROKEN WITH TRADITIONAL MARKETING. IS YOUR CAMPAIGN HAVING A NEGATIVE IMPACT ON YOUR BRAND? Big players like Procter & Gamble are reducing mass media budgets in favor of trackable online strategies. There is plenty to learn by watching these trends, regardless of your type of business. The Toronto Globe and Mail reports that P&G recently enlisted 450,000 moms to become online evangelists to go online and incite discussions about its new Dawn Direct Foam cleaning product.
- TO APPRECIATE WOMM: FIRST YOU HAVE TO UNDERSTAND WHAT’S BROKEN WITH TRADITIONAL MARKETING. IS YOUR CAMPAIGN HAVING A NEGATIVE IMPACT ON YOUR BRAND?
- WOM is basically all about interaction in & among invisible networks. There are several terms under the WOM umbrella, some of them overlapping.
- You are all familiar with the social media tools. They are used in the online WOMM.
- An illustration how it actually works in practice…
- Let’s draw a line between WOMM and Social Media/Viral/Blog marketing…
- A look at historical Google searches as a way to gauge the public’s consciousness of Obama historically. We can see a blip of activity right after his 2004 DNC speech, and then…total silence. So how did he rise so quickly, from essentially out of nowhere?
- A large part of his rise can be attributed to his understanding and embrace of “change”. Change has been at the core of the Obama brand. Usually thought of in political terms, ie. change from Bush policies. But Obama has also been masterful at understanding cultural changes and their implications. Understood that social media and connectedness of individuals through technology had fundamentally changed, and could be used to his advantage.
- A few fundraising facts to give a sense of how successful he was at creating this social movement: 1.7M contributors thru april 2.9M total contributions thru april 93% total contributions under 100 in April according to huffington post While the campaign doesn’t report on % of contributions received online, anecdotally we know the smaller contributions tend to come online
- Obama is the most progressive brand in realizing that there is no there and building an appropriate strategy. Obama does have his own social network, mybarackobama.com, but that is by no means the focus of his social strategy. It’s not about getting people there, being “sticky,” etc. He has also created 16 official presences in other social nets. Not to mention the countless social spaces that consumers have started – over 500 on Facebook alone (some of them not so nice, by the way). This graphic is on his homepage – it’s sort of a passport to the social web.
- Let’s take a look at what the overall group of communities looks like A quick count of members of the various obama communities comes out to 3.7M members, conservatively (did not go through the 500+ Facebook groups) Of that total, only 930K, or 25%, are members of the personal site Had Obama gone the typical route, and just built the destination, 75% of the community wouldn’t exist. Let’s use that as a benchmark – 75% of the potential social audience exists outside of our owned destinations. Why wouldn’t we want to tap into that 75%?
- When the brand is pliable, but stands for something at its core, you also unleash the potential for participation Yes We Can – the most successful mash-up of all time Quick history – after losing the primary in New Hampshire, obama gave a great speech anchored by the line “yes we can” A group of musicians and actors made a video of the speech No involvement from obama, although they embraced it and distributed it afterwards, which of course fuels more participation 8.5m views, just of this one instance of the video, which is posted multiple times all over the web By the way, the actual speech has been viewed more than 1m times on YouTube – imagine that, over a million people watching a speech Its about empowering – yes we can happened because it was OK to change the brand, and the brand then promoted it Its about ownership by the community, nobody is going to get excited about something they don’t have a voice in
- When the brand is pliable, but stands for something at its core, you also unleash the potential for participation Yes We Can – the most successful mash-up of all time Quick history – after losing the primary in New Hampshire, obama gave a great speech anchored by the line “yes we can” A group of musicians and actors made a video of the speech No involvement from obama, although they embraced it and distributed it afterwards, which of course fuels more participation 8.5m views, just of this one instance of the video, which is posted multiple times all over the web By the way, the actual speech has been viewed more than 1m times on YouTube – imagine that, over a million people watching a speech Its about empowering – yes we can happened because it was OK to change the brand, and the brand then promoted it Its about ownership by the community, nobody is going to get excited about something they don’t have a voice in
- When the brand is pliable, but stands for something at its core, you also unleash the potential for participation Yes We Can – the most successful mash-up of all time Quick history – after losing the primary in New Hampshire, obama gave a great speech anchored by the line “yes we can” A group of musicians and actors made a video of the speech No involvement from obama, although they embraced it and distributed it afterwards, which of course fuels more participation 8.5m views, just of this one instance of the video, which is posted multiple times all over the web By the way, the actual speech has been viewed more than 1m times on YouTube – imagine that, over a million people watching a speech Its about empowering – yes we can happened because it was OK to change the brand, and the brand then promoted it Its about ownership by the community, nobody is going to get excited about something they don’t have a voice in
- Not every user-generated campaign is as deep… But the obama campaign didn’t try to shut this down Obama girl has more than 30 videos, seen millions of times
- She also has her own web site, a blog, FB groups, and now even her own production team…
- Not every user-generated campaign is as deep… But the obama campaign didn’t try to shut this down Obama girl has more than 30 videos, seen millions of times
- Not every user-generated campaign is as deep… But the obama campaign didn’t try to shut this down Obama girl has more than 30 videos, seen millions of times
- Bloggers engaged: Irena Cvetkovic – Femi http://femgerila.blog.com.mk and Zarko Trajanovski http://jasnesumjas.blogspot.com/