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Howard Parry-Husbands - POI Presentation

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Ross Dawson
Ross Dawson

19 May 2009 - "Power of Influence" Lunch The Insight Exchange (www.theinsightexchange.com) Howard Parry-Husband's 8 minute statement presentation.

TechnologieBusiness
1 von 51
We Sell Conversations
Unleashing the power of word of mouth
Today: What is WOM? Why is online WOM so powerful? How to? Case Study: How online made Tooheys Extra Dry cool in Melbourne
Soup and Digital Word of Mouth (WOM)
Soup: Advocacy Agency We sell conversations
Soup WOM Programs Soup Menu WOM Programs Influencer Parties Online Community Brand Activists Influencer Marketing Seeding Social Media
THE MEDIA ENVIRONMENT Media Fragmentation & Cost Rise of Internet The World is Networked Current marketplace THE MARKETPLACE Level of Differentiation Low Short Term Financial Pressures Distribution of Competition Globalization of Competition Pace of Technology Faster THE CONSUMER Scarcity of Time Scarcity of Attention Scarcity of Trust The Heterogeneous Consumer Mass Marketing Less Effective Credibility of Conventional Tactics Low Established Brand/Business Models Under Threat Number of Choices/Brands Up – More Confusion Product Lifecycles Shortened Tuning Out Want Authenticity, Intimacy, Remarkability Rise of Word of Mouth Need for breakthrough vehicles Need for Remarkable Brands / Contagious Ideas Importance of Influential Consumers RISE OF WORD OF MOUTH MARKETING © Copyright 2009
What is Word of Mouth Offline WOM & Online WOM
[object Object],[object Object],[object Object],[object Object],[object Object]
The Power of Online Word of Mouth
IT’S THERE FOREVER
IT CAN BE FOUND
REACHES MORE PEOPLE THAN ANY OTHER MEDIUM Even the hard to reach guy down here
LEADS TO BEHAVIOUR CHANGE – SALES!
ITS HIGHLY CONTAGIOUS
ITS ALL ABOUT THE INFLUENTIALS:
Offline Word of Mouth Online Word of Mouth Most trusted medium Highly relevant Speeds through strong ties (days) Highly trusted Highly relevant High speed of dissemination (seconds) One to one (or few) Ability of one to many Temporary Permanent Difficult to seek exact match Can search for it (web) Source mostly known Source unknown and known
Types of Online Word of Mouth WHAT DIRECT conversation, comments, reviews etc INDIRECT Badges, fan page, viral, buzz etc. HOW MESSAGE friends/ followers, mentions, readers, tagger etc MEDIUM Twitter, Flickr, YouTube, Digg, StumbleUpon, Facebook, blogs, community etc.
ONLINE WOM HAS COMMUNITY AT ITS HEART
[object Object],[object Object]
[object Object],[object Object]
Strong communities: Irvin Yalom Facilitate Information Sharing Part of something greater, belonging Builds hope and raises expectations Community Altruism: For the good of the community
How on-line amplifies WOM
1. Understand Network 2. Who Influences 3. Engagement platform 5. Motivate to spread 4. Sticky Messages
Find the right Influentials in a network
Recruiting Influentials is a crucial step ,[object Object],[object Object],[object Object],[object Object],Top Bloke We need to understand how recommendation works in the social network and to do these we map social networks cascade
How does it fit with a media plan?
BIG EXCITING Tooheys Extra Dry CASE STUDY!!
Tooheys Extra Dry Brand background and context
[object Object],[object Object],[object Object],[object Object],[object Object],Authenticity is crucial Photo credit: Bourbon Baby  
TED Background ,[object Object],[object Object],[object Object],[object Object]
Communication Context ,[object Object],[object Object]
TED and Digital ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Opportunity The Brief The Insights
The Opportunity ,[object Object]
The Opportunity ,[object Object]
The Brief ,[object Object],[object Object],[object Object],[object Object]
The Insights ,[object Object],[object Object],[object Object]
The Idea
Word of Mouth Campaign Strategic Framework 1. Understand Network 2. Most Influential 3. Involve and engage 5. Motivation to talk 4. Sticky Messages A successful word of mouth campaign is built using the five key ingredients.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Focus on the creators to spread
Focus on the creators to spread Our Influentials Their Friends
Community Building Blocks: Yalom Facilitate Information Sharing Part of something greater, belonging Build hope and raise expectations Co-create community and take ownership Summer Community name and identity. Video compilation. Expect a great Summer (festivals, VIP) then surprise.
Facebook tags – part of their life Name withheld
Facebook tags – authentic conversation
Amplifying Impact 25 Key Social Organisers 17,000 Friends Combined Uploads videos, authentic conversations Tags friends who are in his video ‘ tagged’ friend then broadcasts to his friends
Impact and next steps for the program
Incredible Results with online WOM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Creation of a Extra Dry Panel (TED Connected) – the first to know. 2. Natural migration for the community – don’t dump them. © Copyright 2009 Next Steps
Summary: to unleash the power on online WOM!!!
[object Object],Be Human Be Fluid Be Immediate Be Responsive Be Brave

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Howard Parry-Husbands - POI Presentation

  • 1. We Sell Conversations
  • 2. Unleashing the power of word of mouth
  • 3. Today: What is WOM? Why is online WOM so powerful? How to? Case Study: How online made Tooheys Extra Dry cool in Melbourne
  • 4. Soup and Digital Word of Mouth (WOM)
  • 5. Soup: Advocacy Agency We sell conversations
  • 6. Soup WOM Programs Soup Menu WOM Programs Influencer Parties Online Community Brand Activists Influencer Marketing Seeding Social Media
  • 7. THE MEDIA ENVIRONMENT Media Fragmentation & Cost Rise of Internet The World is Networked Current marketplace THE MARKETPLACE Level of Differentiation Low Short Term Financial Pressures Distribution of Competition Globalization of Competition Pace of Technology Faster THE CONSUMER Scarcity of Time Scarcity of Attention Scarcity of Trust The Heterogeneous Consumer Mass Marketing Less Effective Credibility of Conventional Tactics Low Established Brand/Business Models Under Threat Number of Choices/Brands Up – More Confusion Product Lifecycles Shortened Tuning Out Want Authenticity, Intimacy, Remarkability Rise of Word of Mouth Need for breakthrough vehicles Need for Remarkable Brands / Contagious Ideas Importance of Influential Consumers RISE OF WORD OF MOUTH MARKETING © Copyright 2009
  • 8. What is Word of Mouth Offline WOM & Online WOM
  • 9.
  • 10. The Power of Online Word of Mouth
  • 12. IT CAN BE FOUND
  • 13. REACHES MORE PEOPLE THAN ANY OTHER MEDIUM Even the hard to reach guy down here
  • 14. LEADS TO BEHAVIOUR CHANGE – SALES!
  • 16. ITS ALL ABOUT THE INFLUENTIALS:
  • 17. Offline Word of Mouth Online Word of Mouth Most trusted medium Highly relevant Speeds through strong ties (days) Highly trusted Highly relevant High speed of dissemination (seconds) One to one (or few) Ability of one to many Temporary Permanent Difficult to seek exact match Can search for it (web) Source mostly known Source unknown and known
  • 18. Types of Online Word of Mouth WHAT DIRECT conversation, comments, reviews etc INDIRECT Badges, fan page, viral, buzz etc. HOW MESSAGE friends/ followers, mentions, readers, tagger etc MEDIUM Twitter, Flickr, YouTube, Digg, StumbleUpon, Facebook, blogs, community etc.
  • 19. ONLINE WOM HAS COMMUNITY AT ITS HEART
  • 20.
  • 21.
  • 22. Strong communities: Irvin Yalom Facilitate Information Sharing Part of something greater, belonging Builds hope and raises expectations Community Altruism: For the good of the community
  • 24. 1. Understand Network 2. Who Influences 3. Engagement platform 5. Motivate to spread 4. Sticky Messages
  • 25. Find the right Influentials in a network
  • 26.
  • 27. How does it fit with a media plan?
  • 28. BIG EXCITING Tooheys Extra Dry CASE STUDY!!
  • 29. Tooheys Extra Dry Brand background and context
  • 30.
  • 31.
  • 32.
  • 33.
  • 34. The Opportunity The Brief The Insights
  • 35.
  • 36.
  • 37.
  • 38.
  • 40. Word of Mouth Campaign Strategic Framework 1. Understand Network 2. Most Influential 3. Involve and engage 5. Motivation to talk 4. Sticky Messages A successful word of mouth campaign is built using the five key ingredients.
  • 41.
  • 42. Focus on the creators to spread Our Influentials Their Friends
  • 43. Community Building Blocks: Yalom Facilitate Information Sharing Part of something greater, belonging Build hope and raise expectations Co-create community and take ownership Summer Community name and identity. Video compilation. Expect a great Summer (festivals, VIP) then surprise.
  • 44. Facebook tags – part of their life Name withheld
  • 45. Facebook tags – authentic conversation
  • 46. Amplifying Impact 25 Key Social Organisers 17,000 Friends Combined Uploads videos, authentic conversations Tags friends who are in his video ‘ tagged’ friend then broadcasts to his friends
  • 47. Impact and next steps for the program
  • 48.
  • 49. 1. Creation of a Extra Dry Panel (TED Connected) – the first to know. 2. Natural migration for the community – don’t dump them. © Copyright 2009 Next Steps
  • 50. Summary: to unleash the power on online WOM!!!
  • 51.

Hinweis der Redaktion

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  5. 66
  6. 6
  7. Two different types of WOM Organic WOM occurs naturally when people become advocates because they are happy (or not) with a product.Amplified WOM occurs when marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities.66
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  10. (active TV ad skippers were 25% more likely to participate in message boards) Intelliseek6
  11. Bazzar voice showed that they get 50% more click through rates from an EDM that featured consumer based reviews – (Petco WOMMA). Bob loves his pet as much as me, , I think I’ll buy bobs cat toy. Highly persuasive! 6
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  14. Intelliseek : online WOM 14% more trusted than TV adsDo we know what is a bogus review? How do we know to trust it? Research has shown that we are more likely to trust a site that has some negative reviews than all positive reviews. People expect that others will not LOVE it all the time that makes it feel real and well….human. We start to smell a rat otherwise. Not about offline vs online word of mouth – they are complementary and should work together. 17
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  16. Building community will make WOM travel further and be sustained.Community is a sense of belonging, there is a higher purpose that people are building towards. People are not there to help the brand they are there to help each other. The community of review sites is very strong.Why do people write reviews on the website (when they become part of a community – they want to do it for the community). <number>
  17. As community is breaking down in our offline lives it is building in our online lives.<number>
  18. Car stereo website forums & experience with zealous gaurdians!<number>
  19. Professor Emeritus of Psychiatry at the Stanford UniversityCar stereo website forums & experience with zealous gaurdians!<number><number>
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