Download as PDF, PPTX
Uploaded byThe Shared Ship
WOMOLOGY 101
People engage in word of mouth conversations for different reasons depending on whether the conversation is occurring online or offline. Offline conversations in person are more emotional as people discuss what excites or disgusts them. Online conversations via social media are more functional and social as people seek to help others or express their uniqueness. The type of channel, whether continuous like a phone call or discontinuous like online comments, also influences what topics people discuss. In continuous channels with little time between responses, people discuss whatever comes to mind to keep the conversation flowing. In discontinuous online channels, people have time to selectively choose more interesting or thoughtful things to discuss.
More Related Content
WOMOLOGY 101
- 1. Geno Church | BrainsOn Fire John Moore | Brand Autopsy
- 6.
- 8.
- 9.
- 12.
- 15. The Social Triggerspeaks to our need to express our uniqueness to others in social settings.
- 16. The Emotional Triggerdrives people to share positive or negative feelings about a brand.
- 17. The Functional Triggerexplains why people share knowledge and seek knowledge about brands.
- 19. People rely more on"word of mouth" for brands that are new and or highly complex.
- 20. People engage inFunctional conversations about brands to get information needed to make decisions and to better interpret the world around them.
- 22. With new andcomplex products, people need help to understand why to use it, how to use it, when to use it, and where to use it.
- 23. “People engage inWOM in order to get the necessary information needed to survive, to interpret the world in order to function.” -Emanuel Rosen Anatomy of Buzz (2002)…
- 24. We naturally talkto function.
- 25.
- 26. Amy’s story beganon Twitter. Being new to Greenville, she didn't have a go-to glasses shop, so she threw the question out to her Twitter following. A friend in Texas responded, suggesting Amy check out Warby Parker. Fcfunctional Fnfunctional newness Fxfunctional complexity online Amy@NoMeatballs
- 27.
- 28. Amy was initiallywary of an online glasses store. Amy loved the idea of every pair of frames/lenses being under $100 (compared to the $300 or $400 typically spent in "real" stores), being one of those people who needs to try on 50 pairs before she finds the perfect pair. WP's home try-on program was a perfect fit for Amy. Fcfunctional Fnfunctional newness Fxfunctional complexityonline
- 29. All you haveto do is go onto their website, choose five pairs, and WP sends you an at- home kit to try the glasses on for 5 days. Fcfunctional Fnfunctional newness Fxfunctional complexityonline
- 30. If you likeone, you send it back and let them know. They'll make the glasses with your prescription. If you don't like any of the frames, you send them back and select another five you want to give a go. WP covers the cost of shipping to and fro. Fcfunctional Fnfunctional newness Fxfunctional complexityonline
- 31. Those who area little indecisive can upload pics of themselves wearing their try-on frames, and a WP team of specialists (along with the WP Facebook fan base) will vote on which frames they like the best. Fcfunctional Fnfunctional newness Fxfunctional complexity online
- 32. Within ten daysof first learning about WP Amy had tried on ten pairs of glasses, placed her order online and received her new glasses. “It has been even more fun getting to spread the word about WP to others in my social circle. It's a fun, fresh, engaging business model that not only makes shopping for glasses fun, it inspires you to bring other people into the fold, too.” Fcfunctional Fnfunctional newness Fxfunctional complexityonline
- 34.
- 35.
- 36.
- 39.
- 40. Brands that arenew and complicated to understand will benefit from functional word of mouth.
- 42. People engage inSocial conversations about brands to impress others, to express uniqueness, and to increase their reputation.
- 45. People can feelbetter about who they are by talking to others about brands that are as distinctive and interesting as they view themselves.
- 46. “The higher thedegree of differentiation of a brand, the easier it is for an individual to project uniqueness.”
- 47. We’ve all engagedin word of mouth conversations about brands that signal our uniqueness to others…
- 49. Brands that invokeSTRONG EMOTIONS are more likely to be TALKED ABOUT.Ememotional
- 50. When we areOVERJOYED, we TELL OTHERS.Ememotional
- 51. Ememotional When we areDISGUSTED, we TELL OTHERS.
- 52. And when weare INDIFFERENT, we DON’T TELL OTHERS.Ememotional
- 53.
- 54.
- 55. “Emotions play alarge role in driving word of mouth. When a person experiences emotional arousal, they share the experience with others.” -Jonah Berger Wharton School of Business
- 56. High arousal emotions,like AMUSEMENT and ANXIETY, drive word of mouth conversations. Emotions characterized by low arousal, such as sadness or contentment… not so much.
- 57.
- 58. Jogging… boosts generalarousal over sitting. Ememotional Eaemotional amusement Exemotional anxiety
- 59. Student studies showedthat students who jogged over those who sat were more likely to spread a neutral or low arousal online article. Ememotional Eaemotional amusement Exemotional anxiety
- 60.
- 61. So what does this mean?
- 62. Yes, anxiety andemotion in general can boost WOM. But also situations that heighten arousal should boost social transmission - er, i mean WOM
- 63.
- 64.
- 65. tap into storiesabout products that communicate amazing, amusing, and awe-inspiring aspects about a brand.
- 66.
- 67.
- 68. Cause-related marketers can benefit bybringing forth stories that convey troubling and worrisome emotions. Ememotional Exemotional anxiety
- 69.
- 70.
- 71. Emotional word ofmouth conversations are sparked when people are highly aroused. If your brand can spark amusement, amazement, and or anxiety, then your brand stands a far better chance of being talkable by being more emotional.
- 74. Brands are talkedabout in two conversation channels, the offline channel and the online channel.
- 75. Offline conversations areusually with people in personal, one-on-one situations — making it more appropriate to talk emotionally about matters.
- 76. Online conversations areusually with people in more public settings like Facebook and Twitter — thus, making it more of a channel to broadcast our uniqueness, our expert knowledge, and our passions.
- 77.
- 78. We engage inFUNCTIONAL conversations about brands to get information needed to make a decision and to better interpret the world around us.
- 79. We participate inSOCIAL conversations about brands that allow us to socially signal our uniqueness, expertise and passion.
- 80. People engage inEMOTIONAL conversations about brands because of excitement and love for some brands and disgust for other brands.
- 81. When talking with peopleface-to-face and voice-to-voice, we are motivated first by our EMOTIONAL trigger,
- 82.
- 83. and thirdly, our SOCIALtrigger.
- 84. Online, we are motivatedfirst by our SOCIAL trigger,
- 85. second by our FUNCTIONALtrigger
- 86.
- 87.
- 92. focus your marketing effortson getting current customers to tell their friends and friends of friends to spread word of mouth offline.
- 93. spend more time usingonline marketing activities to get people sharing and talking.
- 94. focus on bringing forthstories that evoke strong emotional reactions not indifference offline / online
- 95. If you betterunderstand WHY people are talking about your brand and WHERE people are talking, you’ll be in a better place to design marketing activities in the RIGHT channel, offline or online, in order to make your brand more conversational to become more talkable.
- 97. WOMconnects us asHumans
- 98. We talk aboutmovies, shoes, bad restaurants, and how to fix a leaky faucet.
- 99. What leads people to talk about a certain product or brand rather than others. Much less is know about…
- 100. Can the conversation channelitself shape what PEOPLE talk about?
- 101. Prior research showed:rather than being driven by motivation, WOM, particularly ongoing WOM, is driven by accessibility.
- 102. we have faceto face conversations we post on blogs we write online reviews we send texts we send emails chat on our phones WOM can be shared in many different ways…
- 103. The conversation channel continuityshape what gets discussed…
- 104. In discontinuous channels (online,text), pauses between conversational turns are expected… So, people have time to select and craft what they say.
- 105. More interesting products shouldbe talked about more than boring ones.
- 106. In channels where conversationsoccur more continuously (f2f, phone). There is less time to be selective about what you talk about.
- 107. People communicate informationwhen they talk… they also communicate things about themselves.
- 108. People not onlycommunicate through what they talk about, they also communicate through how they talk.
- 109. Most face-to-face conversationsas well as phone conversations involve continuous discussion. There is an expectation that ongoing conversation will occur, and it is awkward to sit in silence.
- 110. Contrast that, withthe types of conversations that occur online; discussion forums, blogs or Facebook, they’re mostly discontinuous in nature. People have time to deliberate and think through what they say.
- 111. Many Practitioners often arguethat products need to be interesting to be talked about…
- 112. When conversations areexpected to be discontinuous, people have time to select and craft what they say. They have more opportunity to think of a clever or interesting response and can wait to respond until they have something worthwhile to talk about.
- 113. In discontinuous channels peopleshould be more likely to post or share something if they think it will be interesting.
- 114. When conversations are continuous,as in most face-to-face interactions, there is less time to selectively pick what one talks about.
- 115. People will talkabout whatever is top-of-mind to keep the conversation flowing.
- 116. before you cry…bullshit! lets put the research under the microscope…
- 117. 1) aggregate word-of-mouthdata from people who have conversations both online and offline (pilot study). 2) individual-level dataset covering word-of-mouth over various channels. It contained over 35,000 brand and product mentions of approximately 6,000 people who recorded all of the word-of-mouth they engaged in, as well as the channel they used (face-to-face, online posts, or text) over a one-day period. 3) tested the causal impact of conversation continuity through an experiment. We keep the conversation channel itself the same but manipulate whether people expect to pause (or not) before and between conversational turns.
- 119. There was apositive and significant relationship between interest and online posts in online conversations, more interesting products were mentioned more frequently than their less interesting counterparts.
- 120. In contrast, therewas no relationship between interest and face-to-face word- of-mouth in face-to-face conversations, more interesting products were not mentioned more frequently than their less interesting counterparts.
- 121. Interest has amuch larger impact on online conversations than offline conversations. Similarly, interest has a larger impact on text or email rather than phone conversations.
- 122. Not only wasthe relationship between interest and word-of-mouth different in online and offline channels, but results were the same for other types of continuous (phone) and discontinuous (text and email) conversation channels.
- 123. When pauses betweenand before conversational turns are expected (discontinuous), more interesting topics and brands are more likely to be discussed than less interesting ones. In contrast, when pauses between and before conversational turns is not expected (continuous), this difference disappears.
- 124. If the goalis to get more discussion online, framing the product in an interesting or surprising way should help. Ads or online content that surprises people, violates expectations, or evokes interest in some other manner should be more likely to be shared.
- 125. If the goalis to get more offline word-of- mouth, however, then other factors may be more important than evoking interest. In a face-to-face context, making the product accessible in consumer minds, or publicly visible, may be more important.
- 126. If you betterunderstand WHY people are talking about your brand and WHERE people are talking, you’ll be in a better place to design marketing activities in the RIGHT channel, offline or online, in order to make your brand more conversational to become more talkable.
- 127.
- 128. Class Dismissed Geno Church| @GenoChurch John Moore | @BrandAutopsy On Brands and Word-Of-Mouth Renana Peres, Ron Shachar, Mitch Lovett How Interest Shapes Word-of-Mouth Over Different Channels Jonah Berger, Raghuram Iyengar Arousal Increases Social Transmission of Information Jonah Berger