Marketers believe word-of-mouth has an impact on business from increasing brand awareness to driving sales. But proving the return on investment might be a mystery to some marketers.

1. www.womma.org
Is Word Of Mouth Marketing
Really Worth it?

2. PRESENTORS
Holly Hamann
Co-founder and CMO
TapInfluence
@HollyHamann
Suzanne Fanning
President
WOMMA
@WOMMA

3. WHAT WE’LL COVER
KEY FINDINGS FROM WOMM
ROI STUDY
BUILDING A WOMM
STRATEGY
BEST PRACTICES FOR WORKING
WITH INFLUENCERS
WOMM SUCCESS STORIES

4. Our vision at WOMMA is to grow appreciation for
the practice of word of mouth marketing and its
value while remaining the leading industry
resource. We achieve this by focusing on 3 key
areas:
• Ethics
• Advocacy
• Education
WOMMA provides opportunities to connect,
network and showcase your industry leadership
as you grow your career and business.
WHO IS WOMMA?

5. www.womma.org
Word of Mouth is responsible for
$6,000,000,000
in annual consumer spending
Return on Word of Mouth Study, 2014

6. www.womma.org
WOM Drives 13% of Sales

7. www.womma.org
WOM Amplifies Paid Media by 15%

8. www.womma.org
WOM Has More Immediate Impact Than
Traditional Media

9. Consumer Trust Beats All Other Forms of Marketing

11. 11
PEERS BEAT OUT ALL OTHER FORMS OF
ADVERTISING
BUILDING A WOMM STRATEGY

12. YOUR STRATEGY
STARTS WITH PEOPLE
Who is your audience?
Where is your audience?
How do you engage them?
How do you turn them into fans?
What makes a good program?
How do you measure it?

13. ✓Delighting them
✓Thinking you should
care about them
✓Consumer control
✓High attention to
WOMM
✧Disrupting them
✧Thinking they should
care about you
✧Corporate control
✧High Ad Spend
OVER NOW
APPROACH

14. A GOOD WOMM PROGRAM
CONTAINS FIVE KEY COMPONENTS
Respectful
Transparent and trustworthy
behavior matters between brand
and consumers.
Credible
Honest and authentic messages
from brands-to-consumers and
from person-to-person.
Social
Involves brands listening to,
responding to, and encouraging
conversations online and offline.Repeatable
The capability to do it over and
over again in order to become a
talk-able brand.
Measurable
Ability to define, monitor,
and evaluate success.

15. POSITIVE EXPERIENCES
ARE THE FOUNDATION 83%of WOM involves personal
experience, which is more credible
and leads to more sales

16. 16
C2C MARKETING
HARNESSING THE POWER OF OPINION
Through Consumer-to-
Consumer (C2C) sharing and
awareness, marketers can
actually harness the power of
opinion.
Forrester
Research

17. DOES IT HAVE TO BE DEEP AND
MEANINGFUL CONTENT?

18. DOES IT HAVE TO BE DEEP AND
MEANINGFUL CONTENT?

19. LISTENING IS GOOD
PARTICIPATING IS BETTER

20. HOW TO HANDLE
NEGATIVE CONTENT

21. HOW TO HANDLE
NEGATIVE CONTENT

22. HOW TO HANDLE
NEGATIVE CONTENT

23. MEASUREMENT
BEYOND...

24. ✓Digital tracking
✓Surveys
✓Matched market
studies
✓Shopper studies
✓ Engagement
(activities)
✓ Advocacy
(reach/content)
✓ Brand lift
✓ Sales lift & ROI
WHAT HOW
MEASURE WHAT MATTERS

25. ACTIVITY METRICS ALONE
DON’T MEASURE BUSINESS RESULTS
Activity Metrics Outcomes
• ↑ Likes
• Number of “Talking About This”
• Demographics
• Reach
Facebook
• Number of Followers
• Number of Retweets
• Reach
• Number of Registrants/members
• Dwell time
• Views
• Sentiment
TwitterCampaign
• Tracks awareness
• Indicates number of people creating content related
to your brand
• Gives insight into general category of viewers
• Measures potential audience
• Tracks individuals receiving message
• Indicates when content is shared
• Measures potential audience
• Tracks number of participants
• Shows general level and area of interest
• Tracks total number of visitors
• Approximates participant attitudes

26. CONVERTING ACTIVITY METRICS
INTO PERFORMANCE VALUE
Activity Metrics Outcomes
• ↑ downloads of product information
• Number of product pages/reviews shared
• Number of inquiries about product on review sites
• Number of views product demos/video
• Number of views product reviews
• Number of participation levels in contests/promotions
Advocacy
KPI: Generate Product or Brand Consideration
KPI: Decrease Cost of Product Support
• ↑ Number of creators/critics in support community
– Customers // FTEs
• Number of questions asked in community
• Number of questions answered by customers
• Number of questions answered by FTEs in community
• ↓ cost per question answered // ↓ time to answer // ↓ open questions
• ↑ positive ratings of content/answers
KPI: Drive Product Innovation
• Number of idea comments/refinements
• High rating of ideas
• Number of votes/ideas
• Number of creators/critics
• Number of actionable ideas
SupportFeedback
• ↑ brand/product consideration
• ↑ NPS
• ↑ customer satisfaction
• ↑ positive word-of-mouth
• ↑ revenue
• ↓ cost of support
• Faster time to market
• ↓ cost of innovation
• ↑ product success

27. TOP 10
FOR MARKETERS
1. Start with people not platform
2. Provide an experience
3. Be creative
4. Find ways to love THEM
5. Ask the right questions and listen
6. Be visual
7. Give them great content
8. Have a sense of humor
9. Make it easy to share
10. Measure what matters

28. Total Reach: 33.5K
Total ReachL:4.6M
Total Reach: 165.9K
Total Reach: 661.5KTotal Reach: 119.8K
Total Reach: 1.3M
How Can Influencers Help?

29. 1. Trust
2. Very targeted audience
3. Authentic consumer experience
4. Bigger reach than brands
5. Better, faster, cheaper
6. Shareable
WHY DO INFLUENCERS INFLUENCE?

30. WHAT TO LOOK FOR IN
AN INFLUENCERCONTENT RELEVANCE
POST FREQUENCY
AUDIENCE DATA
CONTENT QUALITY
AUDIENCE
ENGAGEMENT
PROFESSIONALISM
BUILD A RELATIONSHIP
BE RESPONSIVE
BE CLEAR ABOUT
EXPECTATIONS
COMPENSATE THEM
1
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3
4
5
6
7
8
9
10

31. INFLUENCER MARKETING
DO’S & DON’TS
• Choose the platforms and content that matter to
your consumer
• Select the right influencers by looking at content,
relevance, engagement
• Repurpose content to owned assets
• Create a value exchange

32. INFLUENCER MARKETING
DO’S & DON’TS
• Don’t disrupt by trying to sell them something
• Don’t try to control every aspect of the content
and messaging
• Don’t just measure influence on reach alone
• Don’t stop at short-term gain – think long term
and “always on”

33. • Let them tell authentic stories
• Think of them as partners
• Showcase content on various of
Facebook, Pinterest, Twitter, YouTube
• Give proper influencer attribution
• Provide clarity on what actions you want
the audience to take
• Be “always on”
• Increase value (and exposure) of content
by using in ebooks, blog posts, webinars,
email marketing, advertising, case studies
• Compensation
KEYSTHE
INFLUENCERS
TO WORKING WITH

34. Over 10,000 consumers hosted a get to know
Chef Boyardee house party during the back-to-
school season.
CHEF BOYARDEE
SERVING UP QUICK & TASTY MEALS

35. This campaign, by The Good Agency, used
Instagram to help raise millions of dollars and
bring clean water to 134,000 people in Malawi.
Supporters could follow the progress of the Big
Dig appeal in real time, including being there
when the borehole was dug and clean water
arrived. The Big Dig blog was central to the
appeal.
The results:
✓ Digital channels raised money directly, but also
raised awareness and contributed indirectly to
the whole campaign.
✓ 26,654 unique users visited the Big Dig blog.
✓ The Big Dig reached over 1,500,000 Twitter
accounts.
WATERAID
THE BIG DIG

36. A Scissor Manufacturer—
The Fiskateers program exceeded every goal
with evangelists in 70 countries. This program
tripled sales and increased online chatter by
600%.
A commercial electricity provider—
62% of their customer base were Advocates
(customers who recommended their service).
An anti-virus computer software company--
Advocates created 6,180 positive reviews and
share d them to Facebook, Twitter, third party
review sites, and via email.
A file transfer platform—
72,200 Advocates generated 41,300
recommendations through creating and sharing
reviews, writing testimonials, and sharing
branded content on Facebook, Twitter, and
SNOOZE TOWN
BUT MY BRAND/SERVICE IS BORING…

37. SCALE REACH
• 50 bloggers created posts, photos and videos
• Content shared on blogs, social media
• Aggregated to Black Box hubpage
• Views of site increased 31%
• Time on site increased 56%
• Social mentions increased 44%
• Positive mentions increased 221%
• Campaign still producing results – “always on”

38. • Traditional tested recipes cost $500 distributed via ads and coupons
• Needed high quality content, distribution at scale, less cost, and more effective at engaging consumers
• 180 influencers on blogs and social media
• 760K blog post views
• 178K pins
• 16K clicks to coupons
• 7,700 shares
• 1,700 tweets
• ROI of 3,100%
SCALE CONTENT

39. • Engaged influencers on blogs and
social platforms
• Promote new ID flavors
• 7M in reach
• 639K views
• 21K engagements
SCALE ENGAGEMENT

40. • Engaged influencers on blogs and social
platforms
• Promote new product
• $1.04M in estimated media value (EMV)
• 29.4M in reach
• 1.4M views
• 52.9K engagements
SCALE ENGAGEMENT

41. A FEW ADDITIONAL
RESOURCES FOR YOU TO CONSIDER
• Solving the ROI Riddle
• Influencer Handbook
• Listening is Good, Participating is
Better
• All Things WOMM Blog
• Ethics Toolkit
• Social Media Disclosure Guide
• Social Media Policy Template

42. QUESTIONS?