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Creating Conversation Worthy Buzz

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Reasons why smart marketers and business leaders need to pay close attention to the voice of the customer as a significant part of their business strategy.

Veröffentlicht in: Business, Technologie

Creating Conversation Worthy Buzz

  1. 1. Wor d o f Mout Marke h ting CreatingConver s ationWo r t h y Buzz
  2. 2. PEMCO:Vice Pres & CMOWOMMA:Board Presidentsource | Nielsen study (August 2010)
  3. 3. PEMCO:Vice Pres & CMOWOMMA:Board Presidentsource | Nielsen study (August 2010)
  4. 4. Learn www more .wom at ma.o rg WOMMA advances and advocates for the discipline of credible word of mouth ng to marketing. i le Help talkab tec rea r a n d s b source | Nielsen study (August 2010)
  5. 5. Twitter: @NW_Mktg_Guy Twitter Hashtag: #PSAMAss d The rea !Sp ord W source | Nielsen study (August 2010)
  6. 6. Social Social SocialMedia Engagement Engagement Business Business What comes to mind? Hint: One is noun. Shows Action One is verb. One is an adjective. source | Nielsen study (August 2010)
  7. 7. S ocialMediaIs Sexy!
  8. 8. S ocial g ementEnga G ets Re sults
  9. 9. Three Ph ases ofEngageRelation ships d
  10. 10. “I know you”Initial: “I Know You” – Low Engagement1)  Familiar 2) Assessing & Evaluating 3) Consideration
  11. 11. “I like you”Transaction: “I Like You” – Moderate Engagement1)  Functional 2) Transactional 3) Expectations met
  12. 12. “I love you”Mature: “I Love You” – Active Engagement1)  Loyal 2) Relationship based 3) Recommendation behavior
  13. 13. “I defend you”Mature: “I Defend You” – Active Engagement1)  Affinity 2) Proactive defender 3) Collaborative
  14. 14. 93% of US consumers have at least one brand-related conversation face-to-face every day.source | Keller Fay & Yahoo! study (June 2010)
  15. 15. 45% of US consumers have at least one brand-related conversation voice-to-voice every day.source | Keller Fay & Yahoo! study (June 2010)
  16. 16. 22% of US consumers have at least one brand-related conversation online every day.source | Keller Fay & Yahoo! study (June 2010)
  17. 17. Social Media Socially EngagedVoice of the Company Voice of the Customer Top-Down Control Bottom-Up MessagingCompany-Generated Consumer-Generated Messages MessagesInfrequently Updated Continuously Updated source | Nielsen study (August 2010)
  18. 18. Social Media Socially EngagedVoice of the Company Voice of the Customer Top-Down Control Bottom-Up MessagingCompany-Generated Consumer-Generated Messages MessagesInfrequently Updated Continuously Updated
  19. 19. Social Media Socially EngagedVoice of the Company Voice of the Customer Top-Down Control Bottom-Up MessagingCompany-Generated Consumer-Generated Messages MessagesInfrequently Updated Continuously Updated
  20. 20. Social Media Socially EngagedVoice of the Company Voice of the Customer Top-Down Control Bottom-Up MessagingCompany-Generated Consumer-Generated Messages MessagesInfrequently Updated Continuously Updated
  21. 21. 23% of people’s time spent on the Internet is on Social Media websitessource | Nielsen study (August 2010)
  22. 22. 2010 – Fortune 100 Companies… 65% are on Twitter 54% are on Facebook 29% use YouTube 33% maintain a blogsource | Burson-Marsteller & Digital Media Study (February 2010)
  23. 23. 2011 – Fortune 100 Companies… 77% are on Twitter 61% are on Facebook 57% use YouTube 36% maintain a blogsource | Burson-Marsteller & Digital Media Study (February 2011)
  24. 24. Fortune 100 firms are tweeting, on average, 25 to 30 times per weeksource | Burson-Marsteller “Global Social Media Check-Up” report (February 2010)
  25. 25. 84% of Fortune 100 businesses with a Facebook page are actively using it (NOTE: Up from 59% in 2010)source | Burson-Marsteller “Global Social Media Check-Up” report (February 2011)
  26. 26. Fortune 100 firms average 4 updates per week to their Facebook pagesource | Burson-Marsteller “Global Social Media Check-Up” report (February 2010)
  27. 27. “… companies that are both deeply and widely engaged insocial media surpass their peers interms of both revenue and profit performance by a significant difference.”
  28. 28. Social M edia is.ONLINE ..Wo r d o f Mou th
  29. 29. 54% of US adults identified old-fashioned Word of Mouth as most important influencer of purchase decisions.source | “Digital Marketer Report, Experian – 2011
  30. 30. “Neve r ha ve to adv ertise lead a for a gain.”PEMCO’s BHAG:Big Hairy Audacious Goal
  31. 31. XX% of consumers believe companies are untruthful in their advertising.source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  32. 32. 76% of consumers believe companies are untruthful in their advertising.source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  33. 33. Advertised In Realitysource | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  34. 34. Advertised In Realitysource | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  35. 35. XX% of global consumers say they trust recommendations from other consumerssource | Nielsen’s “Trust in Advertising” Report (2007)
  36. 36. 78% of global consumers say they trust recommendations from other consumerssource | Nielsen’s “Trust in Advertising” Report (2007)
  37. 37. Referrals as important as price Reason 2001 2002 2005 2007 2008 2009 2010 Price 60% 62% 50% 50% 36% 40% 33% Referral and/or 10% 12% 17% 20% 22% 22% 32% Recommendation Liked the agent 15% 11% 9% 9% 9% 9% 13% Good service 33% 23% 5% 4% 9% 4% 10% Local company <1% <1% <1% <1% 9% 6% 7%source | PEMCO Mutual Insurance Co, “Market Metrics – 2010”
  38. 38. The typical American mentions specific brand names 60 times per week in offline & online conversations.source | Keller Fay “ Talk Track” report (2010)
  39. 39. XX% of WOM conversations are mostly positive XX% of WOM conversations are mostly negativesource | Keller Fay “ Talk Track” report (2009)
  40. 40. 68% of WOM conversations are mostly positive 8% of WOM conversations are mostly negativesource | Keller Fay “ Talk Track” report (2009)
  41. 41. Public Displays of Affectionsource | http://www.flickr.com/photos/boudster/3716337113/
  42. 42. 22% of US consumers have at least one brand-related conversation online every day. Public Displays of Affectionsource | Keller Fay & Yahoo! study (June 2010)
  43. 43. Public Displays of Aggravationsource | http://www.flickr.com/photos/
  44. 44. 22% of US consumers haveat least one brand-relatedconversation online every day.Public Displays of Aggravation
  45. 45. 67% of companies are using Twitter to respond to people’s tweets (NOTE: Up from 38% in 2010)source | Burson-Marsteller “Global Social Media Check-Up” report (February 2011)
  46. 46. Key dec ision stepSTARTIN s to Wo r d o f Mou G th
  47. 47. Consumers are talking about you… Decide to listen Decide to be affected Decide to respond Decide to be engaged
  48. 48. Listening is marketing’sgreatest opportunity.
  49. 49. Listening is your company’sgreatest opportunity.
  50. 50. Use theavailable searchfunctions
  51. 51. 22% of US consumers haveat least one brand-relatedconversation online every day.Public Displays of Affection
  52. 52. 22% of US consumers haveat least one brand-relatedconversation online every day.Public Displays of Affection
  53. 53. 22% of US consumers haveat least one brand-relatedconversation online every day.Public Displays of Aggravation
  54. 54. Customerreviews andstories affect • Start every meeting with a operations. customer story!
  55. 55. Create a place towelcomefeedback
  56. 56. Create a place towelcomefeedback
  57. 57. Respond with timely appreciation, empathy,sincerity and authenticity.
  58. 58. “When you hit a wrong note, it’s the next note that makes it good or bad.”source | Slide used with permission of John Moore, BrandAutopsy
  59. 59. Two great ways to respond to even the most challenging assertions.
  60. 60. Thank You andWe’re Sorry
  61. 61. Sorry! 24 hours 47 minutes Feb 22nd - 3:18 toFeb 23rd - 4:05 p.m.
  62. 62. Use humorthat gives, not takes!
  63. 63. Use humorthat gives, not takes!
  64. 64. ListenEngageat every Enable + Participate touch Partnership point Encourage
  65. 65. Advocacyrequiresenterprisecommitment
  66. 66. Enabl ing EngagGuide ing lines !
  67. 67. Don’t let your first day of social be “not so good”source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
  68. 68. Use common sense Be thoughtful GuidIifnit prves g gi acticesAsk before ayouppancse… nd ri u iples Don’t tel l sharing PAUSE! secrets Speak Rememb in the Identify er your first pe rson yourself day job
  69. 69. Interact Reply y politely cour teousl OnlineBtone e a andBe insightful GRpersonSTity EAT LI al ENE Always b R conversa e tional Avoid nt confron Be transpare Add valu e tation intellige ntly
  70. 70. source | Report co-authored by CoTweet and ExactTarget
  71. 71. Top 5 reasons that consumers “LIKE” fan pages on Facebooksource | Report co-authored by CoTweet and ExactTarget
  72. 72. Number Five: For updates on future projectssource | Report co-authored by CoTweet and ExactTarget
  73. 73. Number Four: To stay informed about company activitiessource | Report co-authored by CoTweet and ExactTarget
  74. 74. Number Three: To get a “freebie” (samples, coupons, etc)source | Report co-authored by CoTweet and ExactTarget
  75. 75. Number Two: To show support for a brand to friendssource | Report co-authored by CoTweet and ExactTarget
  76. 76. Number One: To receive discounts and promotionssource | Report co-authored by CoTweet and ExactTarget
  77. 77. Five of the most engagingFacebook status updates
  78. 78. 1. Photos2. Videos3. Content links4. Open ended questions5. Virtual applications
  79. 79. Wo r d o f Mout Market h ing FinalTHOUGH TS
  80. 80. Word of mouth marketing basics… Know your talkers to talk Give them something about Make it easy to share And always remember…
  81. 81. er tisin g is the Adv pay for rice com panies INGp B OR ts and s er vice! produc
  82. 82. WOM help MA can www y .wom ou too! ma.o rgLet’s ConnectTwitter: @NW_Mktg_GuyFacebook: Rod BrooksLinked In: Rod BrooksBlog: www.rodbrooks.com

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