The word on word of mouth

The word on word of mouth

CravingCraving

76% of Purchase

Decisions areBased on WOM

- MediaEdge CIA UK

HopeHope

Call Me!

RealityReality

FalloutFallout

GuerillaGuerilla

Two Arrests

Four Criminal Charges

One Senior Resignation

$2MM in fines

I never recommendedsomething I didn’t like!

HonestyHonesty

ProcessProcess

SIGN UP AND GET PROFILED

CAMPAIGNINVITATION

EXPERIENCEANDEDUCATION

WOM ACTIVITY

REPORTING,FEEDBACKAPPRECIATIONSUPPORT

ObeyObey1. Only use “volunteers”2. Always disclose3. No scripting - ever

Today’s Media

Today’s Media

IntegrateIntegrate

40% of WOM

interactions include

another media form

Kissing The FrogKissing The Frog

Why am I a BzzAgent?

Everyone is a BzzAgent in theory, I am just lucky enough to benefit from

the practice.”- BzzAgent Maria 1234

PublicPublic

ConversationCatalysts15%

NotCatalysts85%

BzzAgentsBzzAgents

ConversationCatalysts59%

NotCatalysts41%

“Most of the time buzz is spread by networks and a critical mass of easily influenced people…”

“Focus less on who people influence and more on how people are influenced…”

Assistant

News Source

Blogger

NeighborDad

Brother

Co-Workers

Co-Workers

Traditional Media targets The Buyer

FriendFriend

Focus WOM Media on Communities of influence

Assistant

News Source

Blogger

NeighborDad

Brother

Co-Workers

Co-Workers

FriendFriend

1Agent

12Individuals

4.14Individuals

60+Communications

22

ReachReach

33,000Agents

2,200,000Communications

2007

SALES

for the entire Sonicare line

INCREASED

21% for the month

TestTest

ControlControlCleveland

New York

Detroit

Chicago

Atlanta

Hartford

Philadelphia

Boston

Return on InvestmentReturn on Investment

WOM vs. Sales

100

120

140

160

180

200

Week 0Week 2

Week 4Week 6

Week 8Week 10

Bev

era

ge

Ca

teg

ory

Sa

les

0

400

800

1200

1600

2000

Rep

orted

Rec

eivers (B

zzRep

orts

)

Test Market Sales Control Market Sales Receivers

26%

8%CONTROL

REPORTS

TEST

G1 Pass Along Rate

17

15

10

47

30

19

Net Promoter Score

MonetarymarketsMonetarymarketsSocialmarketsSocialmarkets

Ty’s Ten (WOM) Tips

1. Reasonable Price

2. Keep it Secretive

3. Surprise People

4. Limit Production

5. Avoid Large Chains

6. Simplicity

7. Personification

8. Variety

9. Retirements

10. Risk

Ty’s Ten (WOM) Tips

1. Reasonable Price

2. Keep it Secretive

3. Surprise People

4. Limit Production

5. Avoid Large Chains

6. Simplicity

7. Personification

8. Variety

9. Retirements

10. Risk

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