The session describes how trusted peers get results as other tactics are in decline, especially with millennials. Learn how to success with similar efforts.

1. Word of Mouth:
Harnessing the voice
of customers to reach
a Millennial audience

2. 1. 2016 outlook
2. Word of Mouth
3. Millennials
4. Case studies
5. Your questions!
In 30 minutes…

3. 2016
Photo? Stats?

4. Trust

5. Credibility

6. Influence

7. Recommended reading

8. Word of Mouth
1. WOM: sharing something interesting and
valuable
2. WOMM: Business action that earns a
recommendation
In short, be remarkable.

9. WOMM: what’s it worth?
• Drives average 13% sales
• Offline produces 2/3 impact; online 1/3
• Amplifies paid media by 15%
• Impacts immediately
• Valued at 5+ paid impressions
• MAKES YOU BETTER!

10. WOMM readiness
1. Listen
2. Be affected by what you hear
3. Respond to what has affected you
4. Engage, equip and empower

11. WOMM activations
Advocates, Influencers and Ambassadors

12. Roche PharmaceuticalsRoche Pharmaceuticals

13. Parelli Natural Horsemanship

14. Megabus.com

15. millennials

16. Megabus.com Student Ambassador Program

17. • First bus company
with brand
ambassadors
• Increase brand
awareness
• Engagement
Rationale & Goals

18. • Strategically select
locations
• Recruit college
ambassadors
• Events/activations
• Incentives
Tactics

19. Objectives and metrics aligned with goals
1. Email addresses
2. Impressions
3. Polling
Measurement

20. 2014 Program Results
77
4,878,216
10,115
202
1,332
64,287

21. • Hiring/management
• Accurate/consistent
• Measurement/ROI
• Campus roadblocks
Challenges

22. Takeways
• Flexibility is key
• Listen to feedback from ambassadors
• Measure and record everything

23. 1. WOM is important
2. Marketers should make friends with PR ;)
Summary

24. Word of Mouth:
Harnessing the voice
of customers to
grow business