Creating Conversation Worthy Buzz

Creating Conversation Wor thy Buzz

W o r d o f M o u t h M a r k e t i n g

source | Nielsen study (August 2010)

PEMCO: Vice Pres & CMO

WOMMA: Board President

WOMMA advances and advocates for the discipline of credible word of mouth

marketing.


Helping to

create talkable

brands

Learn more at www.womma.org

Twitter: @NW_Mktg_Guy Twitter Hashtag:

#PSAMAss


Spread The

Word!


Social Media

Social Engagement

Social Business

What comes to mind? Hint:

One is noun. One is verb. One is an adjective.

Shows Action

Media Engagement Business

Social

Media Is Sexy!

Social

Engagement

Gets Results

Three Phases of Engaged Relationships

“I know you”

Initial: “I Know You” – Low Engagement 1)  Familiar 2) Assessing & Evaluating 3) Consideration

“I like you”

Transaction: “I Like You” – Moderate Engagement 1)  Functional 2) Transactional 3) Expectations met

“I love you”

Mature: “I Love You” – Active Engagement 1)  Loyal 2) Relationship based 3) Recommendation behavior

“I defend you”

Mature: “I Defend You” – Active Engagement 1)  Affinity 2) Proactive defender 3) Collaborative

93% of US consumers have at least one brand-related conversation face-to-face

every day.

source | Keller Fay & Yahoo! study (June 2010)

45% of US consumers have at least one brand-related

conversation voice-to-voice every day.


22% of US consumers have at least one brand-related

conversation online every day.



Social Media Voice of the Company

Top-Down Control

Company-Generated Messages

Infrequently Updated

Socially Engaged Voice of the Customer

Bottom-Up Messaging

Consumer-Generated Messages

Continuously Updated

23% of people’s time spent on the Internet is on

Social Media websites


65% are on Twitter 54% are on Facebook 29% use YouTube 33% maintain a blog

2010 – Fortune 100 Companies…

source | Burson-Marsteller & Digital Media Study (February 2010)

source | Burson-Marsteller & Digital Media Study (February 2011)

2011 – Fortune 100 Companies…

77% are on Twitter 61% are on Facebook 57% use YouTube 36% maintain a blog

Fortune 100 firms are tweeting, on average,

25 to 30 times per week

source | Burson-Marsteller “Global Social Media Check-Up” report (February 2010)

84% of Fortune 100 businesses with a Facebook

page are actively using it


(NOTE: Up from 59% in 2010)

Fortune 100 firms average 4 updates per week to their

Facebook page


“… companies that are both deeply and widely engaged in

social media surpass their peers in

terms of both revenue and profit performance by a significant

difference.”

Social Media is... ONLINE Word of Mouth

54% of US adults identified old-fashioned Word of Mouth as most important influencer

of purchase decisions.

source | “Digital Marketer Report, Experian – 2011

“Never have to advertise for a lead again.” PEMCO’s BHAG: Big Hairy Audacious Goal

XX% of consumers believe companies are untruthful in

their advertising.

source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)

76% of consumers believe companies are untruthful in

their advertising.



Advertised In Reality

XX% of global consumers say they

trust recommendations from other consumers

source | Nielsen’s “Trust in Advertising” Report (2007)

78% of global consumers say they

trust recommendations from other consumers

source | Nielsen’s “Trust in Advertising” Report (2007)

source | PEMCO Mutual Insurance Co, “Market Metrics – 2010”

Reason 2001 2002 2005 2007 2008 2009 2010

Price 60% 62% 50% 50% 36% 40% 33%

Referral and/or Recommendation

10% 12% 17% 20% 22% 22% 32%

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%

Referrals as important as price

The typical American mentions specific brand

names 60 times per week in offline & online conversations.

source | Keller Fay “ Talk Track” report (2010)


XX% of WOM conversations are mostly positive

XX% of WOM conversations are mostly negative


68% of WOM conversations are mostly positive

8% of WOM conversations are mostly negative

source | http://www.flickr.com/photos/boudster/3716337113/

Public Displays of Affection

22% of US consumers have at least one brand-related conversation online every

day.


Public Displays of Affection

source | http://www.flickr.com/photos/

Public Displays of Aggravation


day. Public Displays of Aggravation

67% of companies are using Twitter to respond

to people’s tweets (NOTE: Up from 38% in 2010)


Key decision steps to STARTING Word of Mouth

Decide to listen Decide to be affected Decide to respond Decide to be engaged

Consumers are talking about you…

Listening is marketing’s

greatest opportunity.

Listening is your company’s

greatest opportunity.

Use the available

search functions


day. Public Displays of Affection


day. Public Displays of Aggravation

Customer reviews and stories affect operations.

• Start every meeting with a customer story!

Create a place to welcome feedback

Respond with timely appreciation, empathy,

sincerity and authenticity.

“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

Two great ways to respond to even the most

challenging assertions.

Thank You and

We’re Sorry

Feb 22nd - 3:18 to Feb 23rd - 4:05 p.m.

24 hours 47 minutes

Sorry!

Use humor that gives, not takes!

Listen

Participate

Encourage

Enable

Engage at every

touch point

+Partnership

Advocacy requires enterprise commitment

Enabling Engaging Guidelines!

Don’t let your first day of social be “not so good”

source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10

Ask before sharing

Identify

yourself

Don’t tell secrets

Speak in the first person

If it gives you pause…

PAUSE!

Remember your day job

Use common sense

Guiding practices and principles

Be thoughtful

Be transparent Avoid confrontation

Add value intelligently

Be insightful

Interact politely

Be a GREAT LISTENER

Reply

courteously

Always be conversational

Online tone and personality

source | Report co-authored by CoTweet and ExactTarget

Top 5 reasons that consumers “LIKE” fan pages

on Facebook


Number Five: For updates on future projects


Number Four: To stay informed about

company activities


Number Three: To get a “freebie”

(samples, coupons, etc)


Number Two: To show support

for a brand to friends


Number One: To receive discounts

and promotions


Five of the most engaging

Facebook status updates

1. Photos 2. Videos 3. Content links 4. Open ended questions 5. Virtual applications

Wo r d o f M o u t h M a r k e t i n g

Final THOUGHTS

Know your talkers Give them something Make it easy to share And always remember…

Word of mouth marketing basics…

to talk about

Adver t i s ing i s the

p r i ce companies pay fo r

BORING products and ser v i ce !

WOMMA can help you too!

www.womma.org Let’s Connect Twitter: @NW_Mktg_Guy Facebook: Rod Brooks Linked In: Rod Brooks Blog: www.rodbrooks.com

Creating Conversation Worthy Buzz

Business

Transcript of Creating Conversation Worthy Buzz