Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Insiders 2016 GM


Published on

  • Be the first to comment

  • Be the first to like this

The Insiders 2016 GM

  1. 1. Best-in-Class Brand Advocacy
  2. 2. We help brands tap into the most powerful source of influence: their own brand ambassadors
  3. 3. Leading international network of consumer advocates promoting great brands and products .... through word-of-mouth. 25 Countries 1000+ Campaigns Member
  4. 4. From Clients to Believers FMCG Luxe & Cosmetics Consumer electronics Services
  5. 5. Why WoM marketing? Plant a seed. Harness the power of word of mouth. Syndicate success. ]
  6. 6. WoM marketing is unrivaled in influence! People trust people they know. Nielsen Global Trust in Advertising, 2015 trust online ads 47%trust ads on social networks 42% trust ads on TV 63% Online opinions 66% of people trust recommendations from people they know 82%
  7. 7. WoM influences the entire purchase journey = #1 Influence Driver * Source: McKinsey Consumer Decision Journey Online posts & reactions Offline WoM is #1 trigger Education, community, personal follow up Face to Face conversations Webshop Reviews & Rating
  8. 8. Brand advocates help break barriers to trial Non-consumer Consumer Most challenging barriers
  9. 9. Three types of WoM campaigns w/many variations. All tailored to brand’s specific needs and objectives  Offline (face-to-face) & Online mass activation with peer sampling  Not limited to in-home settings  Boost Online Ratings & Reviews on targeted web sites  Measurable , scalable and yields good ROI  Brand incorporates ambassador platform on to its own site – longer term approach  “Always-on” platform: brand can activate/engage ambassadors when needed  Brand manages its own community of advocates to share their story (WoM , Surveys, Pools, Co-creation…)  Ambassador hosts friends/family at home to share the product  Boost demos & education/ consideration (longer exposure)  Focus on brand experience: creative, memorable, intense  Convey and build Brand Equity
  10. 10. Face to face conversations 2/3of WoM impact Online reviews 1/3of WoM impact Social content: consumer claims, pictures and testimonials Product experience & Peer to Peer sampling The Insiders deliver mass activation - offline and online SEO & Brand reputation
  11. 11. Each Insider generates on average 135 face-to-face conversations & recommendations Insider First generation (i+1) Second generation (i+2) X30 X3,5 Impact on purchase intentions (The Insiders benchmark) 70% to 85% 10% to 20% 1.5% to 3% Insider campaigns leverage the “multiplier effect”
  12. 12. WoM Marketing drives sales +13% of consumers sales Womma study, 2014 Insiders group VS control group +9% +33% Insiders group VS control group Insiders group VS control group +21% Insiders group VS control group +12% Insiders group VS control group +13% Insiders group VS control group +24%
  13. 13. WoM activation delivers 4x ROI vs. other paid media 0 0.5 1 1.5 2 2.5 TV Press OOH Radio Digital WoM IRi benchmarks. Results from 527 Marketing Mix Modelling studies. UK, 2015. 0,60 0,67 0,31 0,45 0,46 2,38 Every £1 spent on WoM activation generated £2.38 in retail sales (vs. an average of £0.58)
  14. 14. WoM marketing amplifies the effect of paid media 2014 +15%
  15. 15. Why do brands work with us? Long-term impact Brand Building Brand equity Engagement Branded content Earned media Relevance & Reputation Short-term impact Market Penetration & Sales
  16. 16. Insider campaigns: How do they work?
  17. 17. Five step process : smooth from start to finish 4 - 6 weeks Plan & prepare Announcement and careful selection Superior product experience via VIP packs Live campaign & activation Track & Report 4 - 6 weeks 3 weeks2 weeks
  18. 18. We tailor each campaign to meet your specific brand challenges Personalized brand message Creativity Engagement process Plan & Prepare
  19. 19. New campaign is announced to our whole database through various online touch points Campaign Website FacebookTwitterEmail Blog Announcement
  20. 20. Interested Insiders fill out in-depth entry survey Main criteria to hyper target best brand ambassadors with minimal waste Careful selection Macro data Socio Demo Socio Demo Plus Online profile Micro data Shopper profile Life style Brand attitudes
  21. 21. We make your brands & products “talkable” (We create & develop all the print material ) VIP Packs
  22. 22. Insiders, family & friends engage through a superior product experience Experience
  23. 23. For 4-6 weeks, Insiders are activated with intensive community management WoM Center One-to-one relationship Surveys Contests Photo-Gallery… Newsletters… Modules… Blog Activation
  24. 24. We deliver agreed-upon campaign KPI’s What’s the outcome of an Insider’s WoM campaign? PRICE-less! Peer conversations Reputation Impact Content Equity Track & Report