WOMMA - School of WOM Chicago 2011
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Transcript of WOMMA - School of WOM Chicago 2011
The Building Blocks of a Successful WOM Platform
Sonia Nash, Social Media Manager, Random HouseWarren Ackerman, EVP and Principal, Affinitive
www.randombuzzers.com
Random House Children’s Books
• Focused on Teen Division
• Typically 30 – 45 books published each year
• Notable Authors: Christopher Paolini, Lauren Kate, Carrie Ryan, Markus Zusak, Michael Scott, James Dashner
Random Buzzers Background
• In market since 2007, program evolved and optimized year over year
• Brand community, free to join, currently 62,000 registered members
• 2010 redesign, iPhone app, brand ambassador program
Socializing the Reading Experience
Book/Author-specific Forums
Reviews and Ratings
Member “Bookshelves”
Reader Groups
Video Case Study
“You can make more friends in two months by becoming interested in other people than you can in two years by trying to get other people
interested in you.”
-Dale Carnegie
Education Drives Sustainable WOM
• Adopting a ‘Give to Get’ Philosophy
• Willingness to talk about products you don’t sell
• Teaching aspiring writers about the writing process
• Encouraging critical thinking and discussion
Engagement Lessons
• Curation & collaborative approaches
• Monitor external engagement success
• Primary relationship with consumers but teachers, librarians, authors have engaged
Author Lauren Kate created a special video message for Random Buzzers prior to her visit in the fall of
2010.
Teacher Feedback
“My students just read The Book Thief by Markus Zusak, and I have asked them to join the forum and post their own questions. I just wanted to say thank you! I have been reading their posts, and I am impressed with the quality of the discussions they are having. During class, a few students will run the discussion, but this forum creates the safety and anonymity for all of them to participate.
- Kerri M., English Teacher
Author Feedback
“What a gift for an author to be able to go where the readers are. Unlike Facebook, MySpace, Twitter, and other social networking sites, Random Buzzers brings young adult authors directly in touch with their audience. I love the contests, Q & A pages, discussion groups, and other ways the teen readers get to participate. If Random Buzzers had been around when I was a teenager, I would have been on that site for hours every day!”
- Robin BrandeAuthor of Evolution, Me & Other Freaks of Nature
Efficiently Managing Ongoing Content
• Staffing and Post Frequency
• Weekly - Author Visits & Profiles, Editorial Activities, Polls, Surveys, ARC Giveaway, Email Newsletter, Blog Posts
• Monthly - Video Book Reviews, Contests
• Quarterly - Store Updates
• Ongoing – User generated content (Groups, Send to Friend, Product Registration, Reviews, Blogs, Forums)
Evolving a Platform into a Corporate Asset
• Getting executives on board
• Synching business units, acting cross-functionally
• Leveraging success of ‘Buzzers’ for other divisions
• Internal momentum from WOMMY recognition
Brand Favorability Results
Purchase Intent Results
Offline WOM Results
Key Metrics And Results
87%Indicated Random
Buzzers has improved their perception of
Random House
62,000+Members
43,000+Offline WOM
Conversations
106,000+Consumers
Reached Offline
14,000+UGC Objects
(photos, images, video)
45,000+Text and
Feedback Items
19,000+Books Added
to Bookshelves
13,000+Book Reviews
2,500+Author Questions
25,000+Monthly
Visits
25+Minutes per Visit
En
gag
em
en
tW
OM
UG
C
Bra
nd
Favora
bilit
y
76%Indicated Random
Buzzers has increased their likelihood to
purchase from Random House
Pu
rch
ase I
nte
nt
5,000 – 7,000 offline WOM conversations per month,
each reaching 2.5 consumers
Offline WOM Anecdotes
"How do you know when books are coming out and if
they are any good?" I mentioned sites like Goodreads
and Shelfari and then I said RandomBuzzers. My
friend really liked the idea of being able to come on a
community and be able to express her love of
books. :) I said it was an amazing place.”
A Marketing Program that’s ‘Amazing’
“Someone did a post on how we could get free books
and this site was mentioned there. I checked it out
because I am a blogger and finding recently published
books is hard. I got involved with all the other things
that were happening here. Now I am addicted.
Random Buzzers is an awesome community for all
book lovers.”
A Marketing Program that’s ‘Addicting’
“Well, one day my books that I got from Randombuzzers
store arrived and my friends were over, so we all
started reading the book out loud like a big read a
long! (Book was The Running Dream by the way)
Anyhow, my friend ended up really loving it and she
even bought a copy for herself!”
WOM at Home with Friends
“In English class we had to find books to read for a
project and I suggested to my friends a number of the
books featured on Random Buzzers, as a result a few
of them read the books for the project”
WOM at School in the Classroom
“I am always on the site in my spare time to see if there
are any more updates. When I am in class (Our school
has laptops) everyone is fascinated by the look of the
site and they ask me what it is. So I explain to them
what the website is about and how they can join.”
WOM in School while Online
“I went to see my sister and my two nieces whom I' m
lucky to see once every couple of years. And when I
went to see them I brought about twelve books
published by Random House. And they loved them so
much that my sister ask me where I got them and I
told them that I earned them on Random Buzzers.com
by answering quizzes, activities, reviews, etc. "
WOM on the Road with Family
“I have come to love so many of the featured books on
this website that I have started sharing them with my
mom who is now reading them with me. Its very cool
to be able to share something like that with my mom!
We read one of the books and then talk about it.”
Improving Family Relationships
“I try to be really active on social media to help
promote books that I love, including (and especially)
Random Buzzers books. I discuss the ARCs that I've
received and other Random Buzzers books that I'm
excited about or have read on Twitter with other book
lovers, on Goodreads and LibraryThing as well. I make
sure to post reviews of the books on my Tumblr blog
and always mention the Random Buzzers program
when I do, and I recently convinced my boyfriend's
younger sister to check it out .”
WOM from Online Influencers
“I got up in front of my English class and told
everybody in it that there was a great book website
for teens where you can win books and they're just
awesome and everybody loved it!”
WOM at School in the Classroom
“My friends and I talk about Random Buzzers A LOT at
school. Different people hear us and ask about the
site and the books. One time in Spanish we started
talking about the books before class and the whole
class got involved in the conversation and wanted to
know what the books were about. A few said they
even wanted to buy the books when they came out!”
WOM in Spanish Class?!
“I showed my students some of the books I won/earned
from Random Buzzers. Once they saw they could get
free books they couldn't wait to check the site out.”
WOM in Class from Teacher
“Through Random Buzzers, I have helped turn students
on to authors like Rachel Cohn and David Leviathan.
Now, names like Dash and Lily and Naomi and Eli are
common language in our school.”
WOM in the Classroom from Teachers
“I asked a girl at my public library if she had the book
Fly on the Wall and she said she didn’t. She asked
where I'd heard of the book and I told her about RB.
We had a talk about all the books; now she is trying
to get them into the library.”
WOM in the Library
“I am a librarian so whenever I'm stuck for a display in
the teen area, I go back and look at books that have
been featured here and put them up in a Random
Buzzers display.”
WOM from Librarians
“I really like being able to ask authors questions
directly on the forums. As an aspiring author, I think
it’s really neat and valuable to be able to do that. I
get such good insight from the authors and their
advice has even helped me with my own writing.”
A Marketing Program that Educates
“My cousin took an interest in young adult novels after
I told her about Random Buzzers books! I don't take
full responsibility, but she did switch majors (English
Composition to Creative Writing) and she is at work
on a young adult fiction novel.”
A Marketing Program that Inspires Novelists
“When I won a book off of Random Buzzers I ended up
really liking it and I went on and on about Random
Buzzers so much that a friend decided that she had to
check it out. Now we both are unpaid walking
spokespeople for Random Buzzer featured books.”
A Marketing Program that Breeds Advocates
“I'm a poor college student, so I'm giving some of the
books that I bought with Buzz Bucks as presents. It's
a win; win; win situation: friends and family members
get to read some of my favorite books, I don't have to
be stingy with Christmas gifts or spend money that I
don't have, and I get to spread the word about
Random Buzzers and Random House books.”
A Marketing Program that Saves Christmas!
Thank You!
Sonia Nash, Random HouseWarren Ackerman, Affinitive