Word of Mouth and Ambassador

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A presentation that is trying to explain the concept of Word of Mouth marketing in a very accessible way

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  • Word of Mouth and Ambassador

    1. 1. Word Of Mouth & Ambassador Program April 2007
    2. 2. <ul><li>the “person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. (Edelman Trust Barometer 2006) </li></ul><ul><ul><li>In the US, for example, the “person like yourself or your peer” was only trusted by 22% of respondents as recently as 2003, while in this year’s study, 68% of respondents said they trusted a peer. Contrast that to the CEO, who ranks in the bottom half of credible sources in all countries, at 28% trust in the US, near the level of lawyers and legislators. </li></ul></ul>
    3. 3. Table of content <ul><li>Word of Mouth </li></ul><ul><ul><li>WOM marketing </li></ul></ul><ul><li>Duval Guillaume’s approach </li></ul><ul><ul><li>Cases </li></ul></ul>
    4. 4. Word of Mouth
    5. 5. What is word of mouth? <ul><li>Word of mouth: </li></ul><ul><ul><li>The act of people providing information to other people. </li></ul></ul><ul><li>Key elements: </li></ul><ul><ul><li>The voice & The ears </li></ul></ul><ul><ul><li>A natural, genuine, honest process </li></ul></ul><ul><ul><li>People seeking advice from each other </li></ul></ul><ul><ul><li>People talking about their lives and experiences (i.e. products, services, brands) </li></ul></ul>
    6. 6. Word of mouth Marketing <ul><li>Word of mouth marketing: </li></ul><ul><ul><li>Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. </li></ul></ul><ul><li>Ambassadors Program: </li></ul><ul><ul><li>Enable people to talk about your products and services, and making it easier for that conversation to take place, by offering: </li></ul></ul><ul><ul><ul><li>The product or service to test in real life </li></ul></ul></ul><ul><ul><ul><li>The platform to discuss and spread the feedback </li></ul></ul></ul>
    7. 7. People are the medium
    8. 8. Amplifying the message
    9. 9. Word of mouth Marketing <ul><li>Identify people most likely to share their opinions </li></ul><ul><li>Educate people about your products and services </li></ul><ul><li>Provide tools that make it easier to share information </li></ul><ul><li>Study how, where, and when opinions are being shared </li></ul><ul><li>Listen and respond to supporters, detractors, and neutrals </li></ul>
    10. 10. Network technology The Networked Society Source: Logic&Emotion
    11. 11. Worldwide Visible Retrievable Amplify
    12. 12. Word of mouth Marketing <ul><li>Summary: </li></ul><ul><ul><li>Word of mouth is a pre-marketing phenomenon </li></ul></ul><ul><ul><li>WOM can't be faked or invented </li></ul></ul><ul><ul><li>You can make WOM work within a marketing objective </li></ul></ul>
    13. 13. Duval Guillaume’s approach
    14. 14. Duval Guillaume’s approach <ul><li>General objective: </li></ul><ul><ul><li>To create consumers’ enthusiasm </li></ul></ul><ul><ul><li>Give consumers a voice </li></ul></ul><ul><ul><li>Listen to the consumers </li></ul></ul><ul><ul><li>Engage the community </li></ul></ul><ul><ul><li>Increase the involvement </li></ul></ul>
    15. 15. Duval Guillaume’s approach <ul><li>Creating communities </li></ul><ul><li>Developing tools for people to share their opinions </li></ul><ul><li>Motivating advocates and evangelists </li></ul><ul><li>Giving advocates information that they can share </li></ul><ul><li>Using advertising designed to create buzz or start a conversation </li></ul><ul><li>Identifying and reaching out to influential individuals and communities </li></ul><ul><li>Researching and tracking online conversations </li></ul>
    16. 16. Bazooka Community Marketing: enable users to talk about your brand
    17. 17. Virgin Express : Festival Buddy Viral Marketing: campaign focused on people spreading the message
    18. 18. Pigs in Pain Buzz Marketing: get people to talk about your brand
    19. 19. Purina (Nestlé) – Beneful Build and reinforce an ambassador group – create communities
    20. 20. Miele Steamcooking - start Build and re-inforce an ambassador group: Member-gets-member program
    21. 21. Miele Steamcooking - follow Build and re-inforce an ambassador group: Content for the community
    22. 22. Nikonians - Engadget Build and reinforce an ambassador group : give ‘content’ so people spread your message and create buzz around a brand/product
    23. 23. Passage Fitness Build and reinforce an ambassador group : Member-gets-member program
    24. 24. Other possibilities <ul><li>Grassroots Marketing: </li></ul><ul><ul><li>Organizing and motivating volunteers to engage in personal or local outreach. </li></ul></ul><ul><li>Evangelist Marketing: </li></ul><ul><ul><li>Cultivating evangelists, advocates, or volunteers who are encouraged to take a leadership role in actively spreading the word on your behalf </li></ul></ul><ul><li>Product Seeding: </li></ul><ul><ul><li>Placing the right product into the right hands at the right time, providing information or samples to influential individuals </li></ul></ul><ul><li>Influencer Marketing: </li></ul><ul><ul><li>Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others </li></ul></ul>
    25. 25. Measuring the effects <ul><li>Net Promoter Index – One question </li></ul><ul><li>Would you recommend Brand X to a friend or colleague? </li></ul>Source: Netpromoter.com
    26. 26. Thank you <ul><li>David Hachez </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Blog: http://blog.theafter.be </li></ul><ul><li>Skype: datch2 </li></ul>

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