Direct mail, meet word of mouth
Make love, not war
10th November 2010, Mail Media Centre, London
Molly Flat and Benn Achilleas
Warm upWhat the **** is WOM anyway?
Fantasist (in D&D), Snow boarder (goofy), University (revolutionary), new tech hacker (old skool), forum moderator (too nice), forum owner (too much admin), gun for hire, hippy (not enough hair) and now…?
Co-founder @neoco.
@mrbennbenn
Fantasist (in wellies), Vandal, Violinist (badly), English Lit Student, Comic Book Lover (geeeek!), Product Junkie (hello, Veria), Summer Holiday Bartender (rubbish), Actress (only mildly less rubbish), Corporate Coach, Online Journalist (art and tech), and now…?
WOM Evangelist @1000heads. Yes, really.
@mollyflatt
“word of mouth is the best medium
of all”William Bernbach, American Advertising Executive, 1911-1982
27,000,000Number of Britons expected to be a member of a social network by 2012
3.5bnMore than
Pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook
1,300,000 tph
37 yrs oldThe average social network user is
Of social network users are aged 25+75%
Average ratio of male/female on social networking sites47/53
50%Almost
Of Facebook users earn more than £30k
“Through understanding we have better and more creative
ideas that help foster relationships between
people and brands”
Understanding
2. What the brand wants
Grassroots authenticity, global, challenger, transformer
1. What the brand has
3. What the people have
4. What the people want
Visibility, advocacy, sales, global traffic
Passion, ambition, communities, influence
Exposure, experiences, self-improvement, networking
Ideas
BRAND PEOPLE
Visibility ExposureTour de FranceTour de France
Advocacy Experience
One man and his SKINS
One man and his SKINS
Sales Self-improvement
Product trialsProduct trials
Global traffic
Networking
Parallel global journeys
Parallel global journeys
RelationshipsEm
oti
onal in
dex
NASCENT ADVOCACYLOW LEVEL OF EMOTIONAL INVESTMENT
MATURE ADVOCACYHIGH LEVEL OF EMOTIONAL
INVESTMENT
Time
First post about a brand in an online conversati
on
WOMProfiling /
understanding
Advocacy, peer
recommendation, purchase
strength
Personal and relevant
conversational marketing
Spark(advertising, in-
store, launch anticipation, digital
campaign)
Ignition
Ongoing Fuelling(WOM /
advocacy stream)
Direct engagement phase
Traditionally
Anticipation, excitement
Ongoing gratification
Product launch
Reasons to join conversation
More energy needed
Word of Mouth
Higher spend per capita
Recommending products & services
Embracing future activity
Building passion
Developing offline following
Respected
WOMThemes & Campaigns
Product launch
Round 1DM and WOM: worlds apart?
direct mail
vsword of mouth
direct vs indirect
personalised vs personal
individual vs social
isolated vs sustained
traditional vs disruptive
Round 2Working together
http://www.chrisbrogan.com/my-death-notice-from-frenzied-waters/
http://dailymobile.se/2010/05/12/the-golden-ticket-and-the-nokianav-challenge/
4 big WOM triggers(whatever your media)
AuthenticityWOM Spark 1
Insight: I love you, man
Guru: Bill
Case study: Starbucks“Authenticity is
what we stand for. It’s part of who we
are. If we compromise who we
are to achieve higher profits, what
have we accomplished?
Eventually all our customers would
figure it out…
Let’s get back to the core”
Chairman Howard Schulz
First for Fairtrade
coffee and loyalty cards
YouTube videos
highlighting Seattle origins
Ideas in Action blog
My Starbucks Idea social network
Local design cafes
Staff remember regulars’
names and orders and
give freebies
DisruptionWOM Spark 2
Insight: the Hudson plane crash
Guru: Anderson
Case study: The $73,000 bar tab
http://www.youtube.com/watch?v=7PiL6sJ325Q
GamingWOM Spark 3
Insight: we’re all gamers now
Nearly one-half of US social network users now play social games, making it the fifth most popular social networking activity, ahead of watching videos or searching for new contacts
28% of all female internet users play games such as FarmVille and Mafia Wars
http://www2.emarketer.com/Article.aspx?R=1007665
Guru: McGonigal
http://www.youtube.com/watch?v=n37v-rDqhEU
Connect with others in a collective experience Be part of something bigger than ourselves Actively do something concrete Feel we’re good at something
Case study: Lego Click
http://www.youtube.com/watch?v=OinrOnjzH_A
Celebrates light-bulb moments
when things just CLICK
Brings together people of all sorts in a
community to develop new ideas
iPhone app: 2mill
downloads in launch month
Award winning short film on
YouTube
Kids of all ages get to
play
Build world’s biggest
lightbulb in Smithsonian
Posters around New
York
Observational learning
WOM Spark 4
Insight: baaa
Gurus: Rogers vs Vejlgaard
Case study: Mehndi
Clare Ramsey Trendspotter,
Youth Intellligence, NYC
1990s “I was travelling in India and saw Indian women decorated with mehndi everywhere”
1996 Finds henna in local store, paints minimalist mehndi
1996 Others in her regular café start
asking about them and emulating
1997 Book on street culture mentions
mehndi as a trend1997 Ibiza cafes start offering mehndi
1998 Prince and Madonna seen with
mehndi
1999 National Geographic mehndi is “a very cool thing
to do”
1999 LA artist Paolo Giacomini “now it’s
hugel popular – in Japan, Argentina, Sweden,
Greece, My Guatemalan maid does it”
2000 Estee Lauder offers mehndi kits
Round 3Knuckle down
In pairs, look at each piece of direct mail in turn.
1. Are you using any WOM triggers in your existing DM? If so, list the ways
2. For each piece, pick one of the WOM triggers you think could work best (authenticity, disruption, gaming, observational learning) and identify specific ways in which you could integrate that approach into the DM. Think design, tone, takeaways, method of delivery, packaging, call to action etc etc.
WOM optimising your DM
Thank you
Molly [email protected]@1000heads+7788 746642www.1000heads.com
Benn Achilleas, [email protected]@neoco+7951 673785www.neoco.com
www.wommauk.org@[email protected]
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