Emanuel's book Buzz: Real Life Lessons in Word of Mouth Marketing is out now, with over 50% more material than the original international success. This is the presentation he made to WOM UK members in London, October 09.
5. Encourage self expression and creativity<br />http://www.youtube.com/watch?v=3QOvEG27Gt4<br />
6. Use Mass Media<br />Shereen Usdin<br />Garth Japhet<br />On any given day, 55% of Americans have at least one conversation related to media and entertainment.<br />Source: The Keller Fay Group <br />http://youtube.com/watch?v=AqR3aUulqMQ<br />
7. Tell a good story<br />Blake Mycoskie<br />Toms Shoes<br />http://www.youtube.com/watch?v=kJ8c5QWsCRQ<br />
Strategies Discussed so far<br />Create opportunities for visual buzz<br />Make it easy to spread the word<br />Give us something to talk about<br />Encourage participation<br />Encourage self-expression / creativity<br />Use mass media<br />Tell a good story<br />
Use Mass Media<br />http://abcnews.go.com/GMA/story?id=8477918<br />http://www.youtube.com/watch?v=BU2BFTqHFz4<br />
Hubs<br /><ul><li>talk more than average about your category.
Expert hubs, social hubs.</li></li></ul><li>Work with Hubs<br />Virgil Simons<br />Prostate Net<br />James Coleman<br />Coleman Brothers barbershop<br /><ul><li> In the first year 10,034 men were screened
442 cases of early-stage prostate cancer identified.</li></ul>http://video.google.com/videoplay?docid=-5056161883824941101<br />
“We really had to plant separate seeds in each area”<br />
How to find them?<br />Some of them will find you<br />By category<br />Spot them in the field<br />Through surveys. (are you one? Do you know one? Sociometrics)<br />What do Hubs Want?<br />Early access to information<br />Constant flow of information<br />Clear loyalty expectations<br />
Customers who buy the most don’t always bring most referrals<br /><ul><li>“We found that a high CLV [customer lifetime value] is not a good prediction of CRV [customer referral value]”
Promotion focused on referrals and cross selling.
ROI was around 15.4 times the cost</li></ul>Kumar et al. “How Valuable is Word of Mouth?” Harvard Business Review, October 2007<br />
More online buzz or in-person buzz?<br />73% in person (17% phone, 10% online)<br />More positive or negative?<br />63% classified as “mostly positive”<br />Top of the line business suits on sale. Only the first ten customers get 50% discount<br />Some Research About Buzz<br />Source for first two items: The Keller Fay Group.<br />
“We’d never seen anything like this! The passion was there. The word of mouth was there.”<br />Marc Schiller<br />Electric Artists<br />
Volume of buzz is important but so is dispersion<br />“…simple counts are not sufficient. There is valuable information in the extent to which the conversations are taking place across heterogeneous communities…”*<br />* Godes & Mayzlin “Using Online Conversations to Study Word-of-Mouth Communication.” Marketing Science 2004<br />
“Viral” is just part of the story<br /><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?
Answer: The Tide campaign because it had a much higher initial reach (960,954 people) than the Katrina campaign (7,064 people)</li></ul>* Watts & Peretti. “Viral Marketing for the Real World.” Harvard Business Review, 2007.<br />http://www.youtube.com/watch?v=qKAInP_tmHk<br />
Advertising still matters<br /><ul><li>21.6% of brand conversations refer to advertising (The Keller Fay Group)
Advertising Increases the pool of potential buzzers*
Slogans vs. stories</li></ul>* Nielsen. Niederhoffer et al. “The Origin and Impact of CPG New-Product Buzz” J.of Advertising Research 2007.<br />
Secondhand Buzz<br />In one study, 30% of the negative word of mouth was about brands that have never been owned by those who talked about them.*<br />* East, et al. “The relative incidence of positive and negative word of mouth” International J of Research in Marketing, 2007.<br />
Those who talk about your product<br />Tell us why<br />Tell more people<br />Try the product<br />Find. Listen. Protect<br />
5 tips to get you started<br />Start with the current buzz<br />Add a tangible element<br />Create an event (a special event)<br />Run a simple tell-a-friend promo<br />Ask your customers to tell their stories<br />6. Listen. Observe. Improve<br />
Ethical issues<br />“We stand against shill and undercover marketing, whereby people are paid to make recommendations without disclosing their relationship with the marketer.”<br />Word of Mouth Marketing Association Code of Ethics<br />www.womma.org<br />
The Anatomy of Buzz<br />Lessons in word of mouth marketing<br />firstname.lastname@example.org @EmanuelRosen<br />
“Whereas today’s travel recommendation sites force people to weed through long lists of comments and observations left by others, the Web. 3.0 system would weigh and rank all of the comments and find, by cognitive deduction, just the right hotel for a particular user.”<br />John Markoff, New York Times<br />Smarter Aggregated Buzz<br />
Source: Nicholas Christakis and James Fowler<br />The New England Journal of Medicine<br />http://content.nejm.org/cgi/content/full/357/4/370/DC2<br />