The document quantifies the power of word of mouth as it outlines the best practice

2. Where’s Debbie? Understanding and harnessing Word of Mouth

3. Source: McKinsey (2001) 67% 60% Kotler (May 2000) 57% Jupiter (1999) 71% Royal Mail (2001)

4. A big issue makes for a healthy book market…

5. ...some academic work is fascinating ! Source: Using onliune conversations to study word of mouth communication. http://papers.ssrn.com/abstract=327841 Ratings Previous ratings Position in series Volume of discussion No. of episodes Dispersion of discussion

7. So where are we? 71% 57% 60% 67% A mass issue Qualitative theories Some very scary maths Niche activities of uncertain return

8. Where do we go now? Qualitative theories Niche activities of uncertain return Start from here 71% 57% 60% 67% A mass issue Some very scary maths A couple of illustrations A simple, transferable methodology A wider, fresher understanding

9. Where do we go now? Qualitative theories Start from here 71% 57% 60% 67% A mass issue Some very scary maths Niche activities of uncertain return A couple of illustrations A simple, transferable methodology A wider, fresher understanding

10. An illustration: Word of mouth at the strategic level Source: EverdayLives

11. A second illustration: Word of mouth at the tactical level Source: EverdayLives

12. A second illustration: Word of mouth at the tactical level Source: EverdayLives Where’s Debbie?

13. Where’s Debbie? Qualitative theories 71% 57% 60% 67% A mass issue Some very scary maths Niche activities of uncertain return Start from here A couple of illustrations A simple, transferable methodology A wider, fresher understanding

17. How are categories different?

20. Transmitters

21. Who are Transmitters? 86% of UK adults in at least one of 21 categories Source: MEC MediaLab Word of Mouth/NEMS 2003. Not necessarily younger and more up-market

22. Who are Receivers? 99% of UK adults in at least one of 21 categories Source: MEC MediaLab Word of Mouth/NEMS 2003.

23. Source: MEC MediaLab Word of Mouth/NEMS 2003. There’s no such thing as “opinion formers” or “early adopters” except when defined within a category

24. Transmitters by category THE WPP BRAND EQUITY STUDY BR A ND Z

27. Different hierarchies of needs… Health and Beauty Retail category attributes ranked by importance Source: MEC MediaLab Word of Mouth/WPP BrandZ 2003

28. … opportunity to temper the message set Health and Beauty Retail category attributes ranked by transmitter importance Source: MEC MediaLab Word of Mouth/WPP BrandZ 2003

30. Holiday transmitters: TV Top 5 specially choose to watch programmes by index Source: MEC MediaLab Word of Mouth/TGI 2003. Airport Airline Omnibus

31. Holiday Transmitters : Newspaper sections

32. Holiday Transmitters: Websites Source: MEC MediaLab Word of Mouth/TGI 2003. Based on indices for category user transmitters vs. all adults. Sites shown are indicative of the genre only.

33. IT Transmitters: TV Top 5 specially choose to watch programmes by index Source: MEC MediaLab Word of Mouth/TGI 2003. Time Team

35. Transmitters and marketing : - responsive?

36. Generally positive about advertising Source: MEC MediaLab Word of Mouth/TGI 2004.

37. Generally positive about advertising Source: MEC MediaLab Word of Mouth/TGI 2004.

38. From TV ads… Source: MEC MediaLab Word of Mouth/TGI 2004.

43. Transmitters are more ad aware Source: MEC MediaLab Word of Mouth/ TNS 2003. Base 500 category users Average transmitter vs. receiver score +36%

44. Down to execution level… Average transmitter vs. receiver score +40% Source: MEC MediaLab Word of Mouth/ TNS 2003. Base 500 category users

45. … and at channel level Average transmitter vs. receiver score +33% Source: MEC MediaLab Word of Mouth/ TNS 2003. Base 500 category users. * Aware of brand website

46. Making them disproportionately aware of more detailed channels Source: MEC MediaLab Word of Mouth/ TNS 2003. Base 500 category users. * Aware of brand website

47. And finally Qualitative theories Start from here 71% 57% 60% 67% A mass issue Some very scary maths Niche activities of uncertain return A couple of illustrations A simple, transferable methodology A wider, fresher understanding