Buzz Awards Seminar 2009 Emanuel Rosen


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Word of Mouth Seminar 13th January 2009, Amsterdam. Presentation by Emanuel Rosen, keynote speaker.

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Buzz Awards Seminar 2009 Emanuel Rosen

  1. 1. The Anatomy of Buzz Lessons in word of mouth marketing Emanuel Rosen Amsterdam January 13, 2009
  2. 2. Some definitions <ul><li>Buzz: all the person to person communication about a brand </li></ul><ul><li>Verbal buzz. Visual buzz. </li></ul><ul><li>Objective: Maximizing the number of positive comments exchanged among customers. </li></ul>
  3. 3. <ul><li>More online buzz or in-person buzz? </li></ul><ul><li>73% in person (17% phone, 10% online) </li></ul><ul><li>More positive or negative? </li></ul><ul><li>63% classified as “mostly positive” </li></ul><ul><li>More with strong ties or weak ties? </li></ul><ul><li>Family/spouse – 49%. Acquaintance – 6%. </li></ul>Some Numbers about Product Buzz Source: The Keller Fay Group. (U.S. Based)
  4. 4. Influences vary globally... but buzz is often a big part of it Source: GMI Poll, 2005, n=20,000
  5. 5. <ul><li>“ Consumers around the world still place their highest levels of trust in other consumers.” </li></ul><ul><li>2007 Nielsen study in 47 countries </li></ul>
  6. 6. Stimulating Buzz
  7. 7. 1. Give us something to talk about
  8. 8. Conversation Hook and Product Benefit
  9. 9. 2. Encourage Participation <ul><li>Voting </li></ul><ul><li>Reviews </li></ul>
  10. 11. 3. Encourage self-expression / creativity Candy machine by Anders Søborg
  11. 12. 4. Make it easy (and fun) to spread the word
  12. 13. 5. Be part of social interactions <ul><li>Ben & Jerry’s on Facebook: </li></ul><ul><li>Members get virtual cone to give as a gift </li></ul><ul><li>500,000 within the first 24 hours </li></ul>Source: Ben & Jerry’s. (Illustration shows a later campaign)
  13. 14. 6. Encourage Implicit Recommendation
  14. 15. 7. Evoke an emotional response 69% of BzzAgents reported at least one word of mouth incident. (nearly 40% above the average level of their previous campaigns at that time.)
  15. 16. 8. Find good stories
  16. 17. 9. Listen and measure <ul><li>twitter, blogs, YouTube, Flickr </li></ul><ul><li>Customer feedback programs </li></ul><ul><li>Net promoter score </li></ul><ul><li>Private communities </li></ul><ul><li>MotiveQuest, Nielsen Online, etc. </li></ul>So where do you start?
  17. 18. So far… <ul><li>Give us something to talk about </li></ul><ul><li>Encourage participation </li></ul><ul><li>Encourage self expression / creativity </li></ul><ul><li>Make it easy to spread the word </li></ul><ul><li>Be part of social interaction </li></ul><ul><li>Encourage implicit recommendation </li></ul><ul><li>Evoke an emotional response </li></ul><ul><li>Find good stories </li></ul><ul><li>Listen </li></ul>
  18. 21. Self Expression
  19. 23. The Future of Word-of-Mouth Marketing
  20. 24. <ul><li>Hilton Hotels </li></ul><ul><li>Kraft </li></ul><ul><li>Nokia </li></ul><ul><li>Cisco </li></ul><ul><li>McKinsey & Company </li></ul><ul><li>Prudential </li></ul><ul><li>Vanguard </li></ul><ul><li>Hewlett-Packard </li></ul><ul><li>Dell </li></ul><ul><li>Kimberly-Clark </li></ul><ul><li>Nestle USA </li></ul><ul><li>The New York Times </li></ul><ul><li>Yahoo </li></ul><ul><li>Wal-Mart </li></ul>What do these companies have in common?
  21. 25. Word of Mouth Marketing Spending Source: PQ Media 2007 (U.S. Based). Does not include internal spending on word of mouth initiatives, one-time stunts, event marketing.
  22. 26. The Word of Mouth Marketing Industry <ul><li>Strategy and consulting </li></ul><ul><li>Word of mouth agencies </li></ul><ul><li>Online communities </li></ul><ul><li>Consumer panels </li></ul><ul><li>Research and measurement companies </li></ul><ul><li>Technology and tools companies </li></ul>Source: PQ Media 2007
  23. 28. <ul><li>People will have more opportunities to buzz (verbally and visually) </li></ul><ul><li>Skepticism and information overload are not going away </li></ul><ul><li>Better measurement </li></ul><ul><li>More ethical issues </li></ul><ul><li>Advertising still matters </li></ul><ul><li>Mass media still matter </li></ul>
  24. 29. Three important concepts
  25. 30. 1. Volume of buzz is important but so is dispersion <ul><li>“ We’d never seen anything like this. The passion was there. The word of mouth was there.” –Marc Schiller </li></ul><ul><li>The movie bombed </li></ul><ul><li>“… simple counts are not sufficient. There is valuable information in the extent to which the conversations are taking place across heterogeneous communities…”* </li></ul>* Godes & Mayzlin “Using Online Conversations to Study Word-of-Mouth Communication.” Marketing Science 2004
  26. 31. 2. Customers who buy the most don’t always bring most referrals * Kumar et al. “How Valuable is Word of Mouth?” Harvard Business Review , October 2007 <ul><li>“ High-purchasing customers who say they’ll recommend your firm to others often don’t bother.” </li></ul><ul><li>Promotion encouraged referrals and cross selling. </li></ul><ul><li>ROI was around 15.4 times the cost </li></ul>
  27. 32. 3. “Viral” is just part of the story * Watts & Peretti. “Viral Marketing for the Real World.” Harvard Business Review , 2007. <ul><li>Question: A viral campaign to help victims of hurricane Katrina had a much higher virality (0.769) than a viral campaign for P&G’s detergent Tide Coldwater (0.041). Which campaign reached more people? </li></ul><ul><li>Answer: The Tide campaign because it had a much higher initial reach (960,954 people) than the Katrina campaign (7,064 people) </li></ul>
  28. 33. 7 tips to get you started <ul><li>Start with the current buzz </li></ul><ul><li>Negative buzz can be an opportunity </li></ul><ul><li>Create a tangible element </li></ul><ul><li>Simultaneous initiatives </li></ul><ul><li>An ongoing effort </li></ul><ul><li>Avoid “Marketing Talk” </li></ul><ul><li>Keep it simple! </li></ul>
  29. 34. The Anatomy of Buzz Lessons in word of mouth marketing Emanuel Rosen
  30. 35. 4. Advertising still matters <ul><li>What factor had the strongest relationship with the level of buzz in hundreds of CPG launches?* </li></ul><ul><li>Advertising Increases the pool of potential buzzers </li></ul><ul><li>Ads can simulate or stimulate buzz </li></ul><ul><li>Help customers articulate why they like the product </li></ul><ul><li>17% of brand conversations refer to advertising (The Keller Fay Group) </li></ul>* Nielsen. Niederhoffer et al. “The Origin and Impact of CPG New-Product Buzz” J.of Advertising Research 2007 .
  31. 36. Ethical issues “ We stand against shill and undercover marketing, whereby people are paid to make recommendations without disclosing their relationship with the marketer.” Word of Mouth Marketing Association Code of Ethics
  32. 37. Why you need to be proactive <ul><li>Even delighted customers can forget and run out of opportunities to talk about your brand. </li></ul><ul><li>In one study, 30% of the negative word of mouth was about brands that have never been owned by those who talked about them.* </li></ul><ul><li>Counterbalancing this constant trickle of negative comments with honest positive word of mouth is critical. </li></ul>* East, et al. “The relative incidence of positive and negative word of mouth” International J of Research in Marketing , 2007.