1. BA (Hons) Advertising Word of Mouth Marketing

2. Inspired by….

4. What is Word of Mouth Marketing?

5. Word of Mouth The act of consumers providing information to other consumers. Word of Mouth Marketing Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications. http://womma.org/wom101/ http://www.slideshare.net/1000heads/whatis-wom

6. WOMMA UK

7. Why is this important?

8. The average person sees over 3,000 advertising messages every day…

9. But how much are these messages Seen? Trusted?

10. Where is the trust in advertising? http://www.bigmouthmedia.com/live/articles/british-public-putting-more-trust-in-advertising.asp/7820/ 2011 ComRes Study 2010 Alterian Study www.alterian.com/brands-at-risk Only 5% (4% UK, 6% US) trusted advertising and 8% (9% UK, 6% US) ‘what the company says about itself

11. But realistically - who do you trust more? Brands OR People

13. The power has shifted to the consumer… … people trust people - not marketers or adverts

14. It’s all about conversations… … ..conversations are the drivers of growth

15. And people like to share their thoughts and opinions… … .it’s what makes us human

16. Recommendations matter! How are you most likely to share your opinions to your friends and acquaintances? It’s time for brands to join the conversation! 2010 Alterian Study www.alterian.com/brands-at-risk

17. The Anatomy of a Recommendation… WHO said WHAT

18. Remember this old chestnut?

19. The Peer Influence Pyramid http://blogs.forrester.com/interactive_marketing/2010/02/my-first-forrester-report-tapping-the-entire-online-peer-influence-pyramid.html

20. Mass Connectors and Mass Mavens http://blogs.forrester.com/augie_ray/10-04-20-peer_influence_analysis_what_it_how_marketers_use_it Mass Influencers come in two flavours: Mass Connectors , who create a great number of impressions about brands and services in social networks, like Twitter and Facebook, and Mass Mavens , who create and share content about products and services in other social channels such as YouTube, blogs, forums, or ratings and review sites.

21. So do people really talk? • The average British consumer discusses around 10 brands per day • 81% of word of mouth takes place face-to-face, 10% is via phone, 9% is online (including e-mail, texting, and social networking sites) • Around two-thirds of conversations about brands are “mostly positive,” with more than one-third of WOM with an active recommendation to buy or try a brand/product • Food/dining and media/entertainment are the top two categories discussed by consumers. http://www.ipa.co.uk/content/IPA-endorses-first-UK-WOM-study

22. But where are these conversations taking place? 9% Online 91% Offline Source: Keller Fay Group 2011 TalkTrack® Britain study

24. It all comes down to trust…

25. “ Advertising is only effective if consumers trust the messages they see and hear” James Best, Chairman of CAP (Committees of Advertising Practice)

27. http://www.slideshare.net/womuk/womma-uk-event-wom-and-seo

28. http://www.slideshare.net/womuk/womma-uk-event-wom-and-seo

29. http://www.slideshare.net/womuk/womma-uk-event-wom-and-seo

31. Business is changing…

32. “ Social business isn’t a state, it’s an acknowledgement that culture and technology has changed , and that organizations can leverage these changes to solve the same business problems that they have always had and will always have” http://www.jmorganmarketing.com/evolving-into-a-social-business/

33. Social Media Vs Social Business http://www.fastcompany.com/1779375/move-over-social-media-here-comes-social-business

34. What came first???

35. Business as we know it is changing… http://www.flickr.com/photos/dionh/4322802524/

36. The shift towards social business http://www.slideshare.net/EdelmanEtc/smart-business-social-business-by-michael-brito

37. Social Business Case Study: IBM http://www.1000heads.com/2011/07/ibm-a-social-business-case-study/ http://www.vimeo.com/23061709

38. But what makes people talk?

39. Why do people talk? YOU Experienced great products, experiences and service Consumer experiences are the starting point of many brand conversations THEM Sharing knowledge and expertise empowers people The feeling of having ‘insider information’ is a great catalyst to conversation US Being part of a collective or group Driven by passion for a company, product or activity

40. http://www.socialmediaexplorer.com/social-media-marketing/word-of-mouth-marketing/

41. Social Catalysts

42. Tell me more about WOMM…

45. Some Types of Word of Mouth Marketing Buzz Marketing Using high-profile entertainment or news to get people to talk about your brand http://womma.org/wom101/2/

46. Viral Marketing Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email. http://womma.org/wom101/2/ http://www.youtube.com/watch?v=qg1ckCkm8YI&feature=player_embedded

47. Community Marketing Forming or supporting niche communities that are likely to share interests about the brand - providing tools, content, and information to support those communities. http://womma.org/wom101/2/ http://www.facebook.com/Marmite

48. Community Marketing

49. Product Seeding Placing the right product into the right hands at the right time, providing information or samples to influential individuals. http://womma.org/wom101/2/ http://www.youtube.com/watch?feature=player_embedded&v=jgxVsxbhYhs

50. Influencer Marketing Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others. http://womma.org/wom101/2/ http://www.youtube.com/watch?feature=player_embedded&v=0cpLps-DTUw# !

52. Conversation Creation Interesting or fun advertising, emails, catch phrases, entertainment, or promotions designed to start word of mouth activity. http://womma.org/wom101/2/ http://www.youtube.com/watch?feature=player_embedded&v=jIfV2OYpyJo

53. Brand Blogging Creating blogs and participating in the blogosphere, in the spirit of open, transparent communications; sharing information of value that the blog community may talk about. http://womma.org/wom101/2/

54. Referral Programs Creating tools that enable satisfied customers to refer their friends. http://womma.org/wom101/2/

55. An awesome example for you….

56. http://www.youtube.com/watch?v=7iti8Ivy--s

57. How can I create a WOMM plan?

58. Remember this?

60. Forrester POST Method http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

63. How does social media fit in with WOMM?

64. Back to the beginning… “ The increasing impact of Social Media and how it facilitates conversations between businesses and customers highlights the importance of Word of Mouth Marketing”

65. Back to the beginning… Social Media connects people and allows them to share their thoughts, opinions and media content Imagine if those thoughts, opinions and media content related to your brand Every time someone shares your content or mentions your brand, it acts as a personal recommendation for your product or service to their own network Now, that’s powerful…

66. And remember…

67. Social Media describes a set of tools & platforms…

68. … NOT a phenomenon

69. Social Media Module on SlideShare http://www.slideshare.net/UCFadvertising

70. Clemi Hardie [email_address] @clemihardie