The document discusses word of mouth marketing and buzz generation. It provides 30 facts and insights on topics like the importance of word of mouth, types of word of mouth like viral, social, influencer marketing, and how to measure word of mouth. It also discusses who spreads word of mouth like influencers, considerations for choosing a word of mouth strategy, and the future of word of mouth marketing.

1. IGNITE THE BUZZ: THE ESSENTIAL 30 FACTS AND INSIGHTS ABOUT WORD OF MOUTH, BUZZ, SOCIAL, VIRAL & OTHER THINGS PEOPLE NOTICE & TALK ABOUT Queen’s Park Presentation December, 2007

2. It’s Was a Long Movember… November Stretch Goal Objective Minimum Goal 1st 31st Quality Of Moustache Final Position Support Sean Moffitt’s Pity ‘Stache @ www.Movember.ca PROGRESS CHART

3. A Wishful December…

5. Agent Wildfire – Canada’s Word of Mouth Firestarter

6. Wiki Brands - Mass Collaboration Gone Marketing

8. Are You Ready To Become Word of Mouth Evangelists?

9. i. WORDS ARE IMPORTANT

10. Agent Wildfire Key Belief #1– The Power of Word of Mouth “ The clear and away strongest predictor of a company’s growth rate is “would you recommend this to a colleague or friend?” Fred Reichheld, Bain Fellow and Author, The Ultimate Question – Driving Good Profits & True Growth

11. ii. WORDS ARE GETTING MORE IMPORTANT

12. More Than Ever, We Listen to Our Friends

13. iii. Why is Word of Mouth Back in Vogue?

19. iv. What does “Word of Mouth Marketing” mean?

21. v. What Types of Word of Mouth Exist?

22. This is Not Your Parent’s Word of Mouth …

24. Excitement Intimacy Broader Audience Targeted UGC/CGM BUZZ VIRAL SOCIAL CAUSE COMMUNITY INFLUENCER EXPERIENTIAL AFFILIATE

25. Wiki Brands – Palette Of Tactics Source: Agent Wildfire Inc. TRADITIONAL BRANDING TACTICS WIKI BRANDING TACTICS Openness Dialogue Authenticity Discussion Boards TV Ads Corporate Blog Broadcast Web Site Radio Ads Brand Community Experiential Marketing Sponsorship Podcasts Viral Advertising Wikis Consumer Generated Content Crowd Sourcing Innovation Co-Creation/ User Collaboration Search Engine Marketing Advergaming Customer Advisory Panels Blogger Outreach Virtual Communities Word of Mouth Marketing Influencer/VIP Insider Clubs Press Release Cause Marketing Non-Traditional Advertising Contextual Advertising Email Marketing Private Social Networks Fan Clubs Company Rating Sites Lifestyle Product Placement In-Store Display/POS Advocacy- Driven Vlogs Affiliate Programs Fan Sites Print Ads Viral Marketing Direct Mail Product Seeding Employee Advocacy Programs Mobile Marketing Stunts/Publicity Beta Testers

26. Gold Standard Programs Viral Cause-Related Experiential Affiliate Community Social User-generated Influencer Buzz

27. vi. What considerations should you make before choosing a form of word of mouth?

29. vii. Are there hot button categories for word of mouth conversations?

30. Category and Brand Sweetspots  New Stuff  Interesting Stuff  Complex/Expensive Stuff  Everyday Stuff  Passion-Based or Connoisseur Stuff

31. viii. What’s word of mouth’s role in the marketing/communciations mix?

32. Word of Mouth = Action/Advocacy

33. ix. Are people catching on yet? Are marketing/communications people catching on yet?

35. x. Why is word of mouth posed to succeed now?

37. xi. Why do people word of mouth about products/services?

38. “ I notice and talk about products and services that are”: 32% - Exciting/buzzworthy 20% 9% 13% 13% 9% - Real problem solvers/smart ideas - Exclusive and not yet discovered 3% - Things You Personally Experience/Associate With - New or just breaking - Innovative and one-of-a-kind - Fashionable & Stylish

39. xii. Why do people get involved in word of mouth programs?

40. The Who #1 - Passionate about the topic #2 - Logo Lovers #3 – Knowledge Seekers #4 - Social Brokers #5 – Altruistic #6 – Involved/Committed #7 – Feedback Seekers #8 – Ego-driven #9 – Reciprocity Dealers #10 – Self-Expressives It’s because of them

41. The What #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/Customization #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cry #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes It’s because of what you provide

42. #26 - Innovative #27 – Remarkable/ Outrageous #28 – The Best at What You Do #29 – Authentic #30 – Liberating/ Problem Solving #31 - Edgy #32 – Trustworthy #33 – Likable #34 – Easy to Talk About #35 – Ritualistic #36 - Sensory It’s because of who you are

43. xiii. Who spreads word of mouth?                  

44. The Influencers – 6 Archetypes “ The Ones Who Create Ideas” “ The Ones Who Spot & Scout New Stuff” “ The Ones Who Sell and Lead Opinions” “ The Ones Who Provide Credibility” “ The Ones Who Attract Attention” “ The Ones Who Connect & Spread the Word”

45. The Influencers– Canada’s Word of Mouth Network

46. xiv. What traits do influencers have?

47. Your Influencers: WOM Multipliers

48. Influencers & Civic Engagement (vs. general public) Attended public meeting - 78% (+58 pts. ) Wrote/emailed/called a politician – 68% (+56 pts.) Attended a political rally, speech, protest – 45% (+38 pts.) Active members trying to influence gov. policy - 35% (+30 pts.) Worked for a political party - 25% (+18 pts.) Source: The Influentials

49. xv. To whom do we buzz?

50. Word of Mouth Recipients 35% - Friends 24% 4% - Family 20% - Work Colleagues 9% - Neighbours - Online community members 4% - Hobby/interest/team members Source: Agent Wildfire

51. xvi. Where does word of mouth happen?

53. xvii. What roles can Influencers play for your business?

54. The Influencers – 6 Archetypes The Influencers– A Volunteer, Multi-Talented VIP Army Thinktank/ Sounding Board Scout/ Mystery Shopper Advisory Council/ Cause Torchbearer Seeded Adopter/ Beta Tester Customer User Consumer Collaborator/ Producer Evangelist/ Ambassador/ Advocate Community Member/ VIP Insider Influencer

55. xviii. What peer-to-peer benefits does word of mouth tap into?

56. 4 Key Peer Benefits They Produce Content for You They Engage/ Rally Behind You They Collaborate With You They Advocate You

57. xix. How does it operate differently than mass marketing?

58. Puts Mass Marketing on its Head - A Distinct Marketing Approach Different Brand Stories Different Approach To Market Different Audience Different Tactics Different Commun- -ication Different Outputs/ Measures

59. xx. Is there a magic buzz, word of mouth marketing and/or community formula?

61. Viral/Buzz Success Drivers 8. Clever Visual Idea i.e. Honda Cog 9. Schadenfeude (embarassing) i.e. Dell Hell 10. Interactive/Customized i.e. Subservient Chicken 11. Unusual Talent i.e. OK Go 12. User-generated i.e. iPod Touch Ad 13. Spoof i.e. Slob Evolution 14. Free i.e. Radiohead

62. Word of Mouth Campaign Success Formula W ord O f M outh C ategory & B rand Attributes WOM S tory & I dea WOM E xperience & E ngage-ment WOM T ools To Spread & Dialogue I nfluential Audience -C onnected/ Informed/ Involved = X X X X CB SI EE T I CII

63. Brand Community Success Formula Source: Debute

64. Brand Community Success Formula Source: Debute

65. xxi. How big of a phenomenon is this?

68. xxii. How connected and prolific is our buzz?

70. xxiii. How do we measure all of this?

73. xxiv. Why build a community?

75. XXV. What are the ethics behind orchestrated word of mouth?

77. xxvi. What’s are the biggest hurdles to company acceptance?

79. xxviii. What are the biggest myths about word of mouth?

81. xxix. What’s the future hold?

83. xxx. Who are the some of the government orgs/causes/NGOs that are doing this stuff the best?

94. Inquire: smoffitt (at) agentwildfire.com URL: www. AgentWildfire .com Join/Share: www.TheInfluencers.ca Blog: http://BuzzCanuck.typepad.com/ Explore: The Buzz Report Newsletter Signup at www.AgentWildfire.com

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