Direct mail, meet word of mouth
Make love, not war
10th
November 2010, Mail Media Centre, London
Molly Flat and Benn Achil...
Warm up
What the **** is WOM anyway?
Fantasist (in D&D), Snow boarder (goofy),
University (revolutionary), new tech hacker (old
skool), forum moderator (too ni...
Fantasist (in wellies), Vandal, Violinist (badly),
English Lit Student, Comic Book Lover
(geeeek!), Product Junkie (hello,...
“word of mouth is
the best medium
of all”
William Bernbach, American Advertising Executive, 1911-1982
27,000,000
Number of Britons expected to be a member of a social network by 2012
3.5bn
More than
Pieces of content (web li...
37 yrs old
The average social network user is
Of social network
users are aged 25+
75%
Average ratio of
male/female on soc...
“Through understanding we
have better and more
creative ideas that help foster
relationships between
people and brands”
Understanding
2. What the brand wants
Grassroots authenticity,
global, challenger,
transformer
1. What the brand has
3. Wh...
Ideas
BRAND PEOPLE
Visibility Exposure
Tour de FranceTour de France
Advocacy Experience
One man and
his SKINS
One man and
...
Relationships
Emotionalindex
NASCENT ADVOCACY
LOW LEVEL OF EMOTIONAL
INVESTMENT
MATURE ADVOCACY
HIGH LEVEL OF EMOTIONAL
IN...
Traditionally
Anticipation, excitement
Ongoing gratification
Product launch
Reasons to join
conversation
More energy needed
Word of Mouth
Higher spend per capita
Recommending products & services
Embracing future activity
Building passion
Developi...
Round 1
DM and WOM: worlds apart?
direct
mail
vs
word of
mouth
direct vs indirect
personalised vs personal
individual vs social
isolated vs sustained
traditional vs disruptive
Round 2
Working together
http://www.chrisbrogan.com/my-death-notice-from-frenzied-waters/
http://dailymobile.se/2010/05/12/the-golden-ticket-and-the-nokianav-challenge/
4 big WOM triggers
(whatever your media)
 
Authenticity
WOM Spark 1
 
Insight: I love you, man
 
Guru: Bill
 
Case study: Starbucks
“Authenticity is what we
stand for. It’s part of who
we are. If we compromise
who we are to achiev...
 
Disruption
WOM Spark 2
 
Insight: the Hudson plane crash
 
Guru: Anderson
 
Case study: The $73,000 bar tab
http://www.youtube.com/watch?v=7PiL6sJ325Q
 
Gaming
WOM Spark 3
 
Insight: we’re all gamers now
 Nearly one-half of US social network
users now play social games, making it
the fifth mo...
 
Guru: McGonigal
http://www.youtube.com/watch?v=n37v-rDqhEU
 Connect with others in a collective experience
 Be part of...
 
Case study: Lego Click
http://www.youtube.com/watch?v=OinrOnjzH_A
Celebrates light-
bulb moments
when things just
CLICK
...
 
Observational learning
WOM Spark 4
 
Insight: baaa
 
Gurus: Rogers vs Vejlgaard
 
Case study: Mehndi
Clare Ramsey
Trendspotter, Youth
Intellligence, NYC
1990s “I was travelling in
India and saw Indian w...
Round 3
Knuckle down
In pairs, look at each piece of direct mail in turn.
1. Are you using any WOM triggers in your
existing DM? If so, list th...
Thank you
Molly Flatt
molly.flatt@1000heads.com
@1000heads
+7788 746642
www.1000heads.com
Benn Achilleas, Neoco
benn@neoco...
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
Direct mail, meet word of mouth
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Direct mail, meet word of mouth

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Molly Flatt and Benn Achilleas from WOMMA UK created this workshop for the Royal Mail about how to bring word of mouth to direct mail.

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  • But I’m not here to talk to you about that today -
  • Nope. Today I want to talk to you about
  • TA DA! What do we do?
  • But I’m not here to talk to you about that today -
  • Nope. Today I want to talk to you about
  • Nope. Today I want to talk to you about
  • TA DA! What do we do?
  • Nope. Today I want to talk to you about
  • Nope. Today I want to talk to you about
  • Nope. Today I want to talk to you about
  • Nope. Today I want to talk to you about
  • Nope. Today I want to talk to you about
  • Nope. Today I want to talk to you about
  • TA DA! What do we do?
  • Traditionally normal campaigns run like this….
  • …but now, thanks to the previous advocacy building model – they can build like this. --- then, what about measurement?
  • So I’m going to make the case for the massive differences between DM and WOM, and you’re going to persuade me of the opposite argument
  • WOM using DM: Frenzied Waters case study
  • WOM using DM: Frenzied Waters case study
  • DM using WOM:STRONG MESSAGE : poppies
  • WOM using DM: TOMS Shoes
  • DM using WOM: case study
  • DM using WOM: case study
  • DM using WOM: STRONG MESSAGE LOST: over 350k packs generate 250k responses – only 25k likes and only 30 photos in a yr!
  • TA DA! What do we do?
  • So I’m going to make the case for the massive differences between DM and WOM, and you’re going to persuade me of the opposite argument
  • Direct mail, meet word of mouth

    1. 1. Direct mail, meet word of mouth Make love, not war 10th November 2010, Mail Media Centre, London Molly Flat and Benn Achilleas
    2. 2. Warm up What the **** is WOM anyway?
    3. 3. Fantasist (in D&D), Snow boarder (goofy), University (revolutionary), new tech hacker (old skool), forum moderator (too nice), forum owner (too much admin), gun for hire, hippy (not enough hair) and now…? Co-founder @neoco. @mrbennbenn
    4. 4. Fantasist (in wellies), Vandal, Violinist (badly), English Lit Student, Comic Book Lover (geeeek!), Product Junkie (hello, Veria), Summer Holiday Bartender (rubbish), Actress (only mildly less rubbish), Corporate Coach, Online Journalist (art and tech), and now…? WOM Evangelist @1000heads. Yes, really. @mollyflatt
    5. 5. “word of mouth is the best medium of all” William Bernbach, American Advertising Executive, 1911-1982
    6. 6. 27,000,000 Number of Britons expected to be a member of a social network by 2012 3.5bn More than Pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook 1,300,000 tph
    7. 7. 37 yrs old The average social network user is Of social network users are aged 25+ 75% Average ratio of male/female on social networking sites47/53 50% Almost Of Facebook users earn more than £30k
    8. 8. “Through understanding we have better and more creative ideas that help foster relationships between people and brands”
    9. 9. Understanding 2. What the brand wants Grassroots authenticity, global, challenger, transformer 1. What the brand has 3. What the people have 4. What the people want Visibility, advocacy, sales, global traffic Passion, ambition, communities, influence Exposure, experiences, self-improvement, networking
    10. 10. Ideas BRAND PEOPLE Visibility Exposure Tour de FranceTour de France Advocacy Experience One man and his SKINS One man and his SKINS Sales Self-improvementProduct trialsProduct trials Global traffic NetworkingParallel global journeys Parallel global journeys
    11. 11. Relationships Emotionalindex NASCENT ADVOCACY LOW LEVEL OF EMOTIONAL INVESTMENT MATURE ADVOCACY HIGH LEVEL OF EMOTIONAL INVESTMENT Time First post about a brand in an online conversation WOMProfiling / understanding Advocacy, peer recommendation, purchase strength Personal and relevant conversational marketing Spark (advertising, in-store, launch anticipation, digital campaign) Ignition Ongoing Fuelling (WOM / advocacy stream)Direct engagement phase
    12. 12. Traditionally Anticipation, excitement Ongoing gratification Product launch Reasons to join conversation More energy needed
    13. 13. Word of Mouth Higher spend per capita Recommending products & services Embracing future activity Building passion Developing offline following Respected WOM Themes & Campaigns Product launch
    14. 14. Round 1 DM and WOM: worlds apart?
    15. 15. direct mail vs word of mouth
    16. 16. direct vs indirect
    17. 17. personalised vs personal
    18. 18. individual vs social
    19. 19. isolated vs sustained
    20. 20. traditional vs disruptive
    21. 21. Round 2 Working together
    22. 22. http://www.chrisbrogan.com/my-death-notice-from-frenzied-waters/
    23. 23. http://dailymobile.se/2010/05/12/the-golden-ticket-and-the-nokianav-challenge/
    24. 24. 4 big WOM triggers (whatever your media)
    25. 25.   Authenticity WOM Spark 1
    26. 26.   Insight: I love you, man
    27. 27.   Guru: Bill
    28. 28.   Case study: Starbucks “Authenticity is what we stand for. It’s part of who we are. If we compromise who we are to achieve higher profits, what have we accomplished? Eventually all our customers would figure it out… Let’s get back to the core” Chairman Howard Schulz First for Fairtrade coffee and loyalty cards YouTube videos highlighting Seattle origins Ideas in Action blog My Starbucks Idea social network Local design cafes Staff remember regulars’ names and orders and give freebies
    29. 29.   Disruption WOM Spark 2
    30. 30.   Insight: the Hudson plane crash
    31. 31.   Guru: Anderson
    32. 32.   Case study: The $73,000 bar tab http://www.youtube.com/watch?v=7PiL6sJ325Q
    33. 33.   Gaming WOM Spark 3
    34. 34.   Insight: we’re all gamers now  Nearly one-half of US social network users now play social games, making it the fifth most popular social networking activity, ahead of watching videos or searching for new contacts  28% of all female internet users play games such as FarmVille and Mafia Wars http://www2.emarketer.com/Article.aspx?R=1007665
    35. 35.   Guru: McGonigal http://www.youtube.com/watch?v=n37v-rDqhEU  Connect with others in a collective experience  Be part of something bigger than ourselves  Actively do something concrete  Feel we’re good at something
    36. 36.   Case study: Lego Click http://www.youtube.com/watch?v=OinrOnjzH_A Celebrates light- bulb moments when things just CLICK Brings together people of all sorts in a community to develop new ideas iPhone app: 2mill downloads in launch month Award winning short film on YouTube Kids of all ages get to play Build world’s biggest lightbulb in Smithsonian Posters around New York
    37. 37.   Observational learning WOM Spark 4
    38. 38.   Insight: baaa
    39. 39.   Gurus: Rogers vs Vejlgaard
    40. 40.   Case study: Mehndi Clare Ramsey Trendspotter, Youth Intellligence, NYC 1990s “I was travelling in India and saw Indian women decorated with mehndi everywhere” 1996 Finds henna in local store, paints minimalist mehndi 1996 Others in her regular café start asking about them and emulating 1997 Book on street culture mentions mehndi as a trend 1997 Ibiza cafes start offering mehndi 1998 Prince and Madonna seen with mehndi 1999 National Geographic mehndi is “a very cool thing to do” 1999 LA artist Paolo Giacomini “now it’s hugel popular – in Japan, Argentina, Sweden, Greece, My Guatemalan maid does it” 2000 Estee Lauder offers mehndi kits
    41. 41. Round 3 Knuckle down
    42. 42. In pairs, look at each piece of direct mail in turn. 1. Are you using any WOM triggers in your existing DM? If so, list the ways 2. For each piece, pick one of the WOM triggers you think could work best (authenticity, disruption, gaming, observational learning) and identify specific ways in which you could integrate that approach into the DM. Think design, tone, takeaways, method of delivery, packaging, call to action etc etc. WOM optimising your DM
    43. 43. Thank you Molly Flatt molly.flatt@1000heads.com @1000heads +7788 746642 www.1000heads.com Benn Achilleas, Neoco benn@neoco.com @neoco +7951 673785 www.neoco.com www.wommauk.org @wommauk julian@wommauk.org

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