The document discusses word of mouth marketing and buzz generation. It provides 30 facts and insights on topics like the importance of word of mouth, types of word of mouth like viral, social, influencer marketing, and how to measure word of mouth. It also discusses who spreads word of mouth like influencers, considerations for choosing a word of mouth strategy, and the future of word of mouth marketing.
1. IGNITE THE BUZZ: THE ESSENTIAL 30 FACTS AND INSIGHTS ABOUT WORD OF MOUTH, BUZZ, SOCIAL, VIRAL & OTHER THINGS PEOPLE NOTICE & TALK ABOUT Queen’s Park Presentation December, 2007
2. It’s Was a Long Movember… November Stretch Goal Objective Minimum Goal 1st 31st Quality Of Moustache Final Position Support Sean Moffitt’s Pity ‘Stache @ www.Movember.ca PROGRESS CHART
10. Agent Wildfire Key Belief #1– The Power of Word of Mouth “ The clear and away strongest predictor of a company’s growth rate is “would you recommend this to a colleague or friend?” Fred Reichheld, Bain Fellow and Author, The Ultimate Question – Driving Good Profits & True Growth
37. xi. Why do people word of mouth about products/services?
38. “ I notice and talk about products and services that are”: 32% - Exciting/buzzworthy 20% 9% 13% 13% 9% - Real problem solvers/smart ideas - Exclusive and not yet discovered 3% - Things You Personally Experience/Associate With - New or just breaking - Innovative and one-of-a-kind - Fashionable & Stylish
39. xii. Why do people get involved in word of mouth programs?
40. The Who #1 - Passionate about the topic #2 - Logo Lovers #3 – Knowledge Seekers #4 - Social Brokers #5 – Altruistic #6 – Involved/Committed #7 – Feedback Seekers #8 – Ego-driven #9 – Reciprocity Dealers #10 – Self-Expressives It’s because of them
41. The What #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/Customization #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cry #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes It’s because of what you provide
42. #26 - Innovative #27 – Remarkable/ Outrageous #28 – The Best at What You Do #29 – Authentic #30 – Liberating/ Problem Solving #31 - Edgy #32 – Trustworthy #33 – Likable #34 – Easy to Talk About #35 – Ritualistic #36 - Sensory It’s because of who you are
43. xiii. Who spreads word of mouth?
44. The Influencers – 6 Archetypes “ The Ones Who Create Ideas” “ The Ones Who Spot & Scout New Stuff” “ The Ones Who Sell and Lead Opinions” “ The Ones Who Provide Credibility” “ The Ones Who Attract Attention” “ The Ones Who Connect & Spread the Word”
48. Influencers & Civic Engagement (vs. general public) Attended public meeting - 78% (+58 pts. ) Wrote/emailed/called a politician – 68% (+56 pts.) Attended a political rally, speech, protest – 45% (+38 pts.) Active members trying to influence gov. policy - 35% (+30 pts.) Worked for a political party - 25% (+18 pts.) Source: The Influentials
50. Word of Mouth Recipients 35% - Friends 24% 4% - Family 20% - Work Colleagues 9% - Neighbours - Online community members 4% - Hobby/interest/team members Source: Agent Wildfire
56. 4 Key Peer Benefits They Produce Content for You They Engage/ Rally Behind You They Collaborate With You They Advocate You
57. xix. How does it operate differently than mass marketing?
58. Puts Mass Marketing on its Head - A Distinct Marketing Approach Different Brand Stories Different Approach To Market Different Audience Different Tactics Different Commun- -ication Different Outputs/ Measures
59. xx. Is there a magic buzz, word of mouth marketing and/or community formula?
60.
61. Viral/Buzz Success Drivers 8. Clever Visual Idea i.e. Honda Cog 9. Schadenfeude (embarassing) i.e. Dell Hell 10. Interactive/Customized i.e. Subservient Chicken 11. Unusual Talent i.e. OK Go 12. User-generated i.e. iPod Touch Ad 13. Spoof i.e. Slob Evolution 14. Free i.e. Radiohead
62. Word of Mouth Campaign Success Formula W ord O f M outh C ategory & B rand Attributes WOM S tory & I dea WOM E xperience & E ngage-ment WOM T ools To Spread & Dialogue I nfluential Audience -C onnected/ Informed/ Involved = X X X X CB SI EE T I CII
Thank you for the chance to talk about word of mouth… Personal background: Client for many years at P&G, Molson, Guinness/Diageo, a place called Echo Having spent a wealth on traditional advertising – I’m a born-again marketer My bet is it’s a big part of marketing’s future and at the end of this presentation, you’ll grab three things: - word of mouth is really powerful and for a wide a variety of brands, I should be thinking about it as an integrated part of upcoming plans - word of mouth can be orchestrated and you can do it credibly and avoid the pitfalls, you can make it a valuable marketing touchpoint and maybe even strategy for your business - Agent Wildfire is Canada’s Expert here – they have the experience, knowledge, database, assets and team to help my business – they are not one size fits all, they have options sized for my business