HaveYouHeards presentation from the 'Kid and Teen Republic Conference', on how Word-of-Mouth affects Mothers and the brands they choose as well as how brands can leverage that for their benefit.

1. Have you heard… … about the power of Word-of-Mouth, waiting to be unleashed by Mothers for your brand.

2. What about Mothers? Changing Family Structure - 7 million children are growing up with single mothers, outnumbering the 6.8 million of the country’s children who live with both parents. Woman are largely the Decision Makers and Purchasers for the Family Woman Love to Talk Woman say 7000 words a day, compared to men who say 2000 words a day.

3. Develop an Influence Strategy not a marketing strategy Internal Motivation (What I want) Social Pressure (What others say - Family) Environment (Make it easier to purchase) Macro Environment (media/ culture etc…)

4. Sharing drives the WoM (Based on Value Exchange)

6. Who is Influencing Who?

7. Let’s get talking… (What Mothers have to say about brands…)

8. What should brands be doing?

9. The relationship of Advertising and Word-of-Mouth

11. How it works?

12. Getting the Right People, saying the Right things about your brand. 1 2 3 4 5 6 7 Our Objective and Process Understand what people are already saying about your brand Identifying the Influencers within your Target Market Create a Word-of-Mouth Mechanic Empower the Influencers with the right messaging Build Sustained Relationships And engage emotionally Leverage the new Word-of-Mouth Measure, Track and Quantify

13. 500 Influencers 30 000 Influencers Total Universe 600 000 Influencers The Diffusion of Influence Each influences 60 Others Each influences to 20 Others

14. Understanding Product and Consumer Behaviour & Perceptions Product Influencer Target Market < Value Exchange > < Value Exchange > WoM Campaign Platform to Leverage WoM Education Experience Engagement How? How? Allowing for Dialogue, Conversation and Sharing Building Sustainable Relationships Measurement, Track and Quantify Develop Strategy How?

16. Jason Stewart [email_address] www.haveyouheard.co.za 084 914 4449 Ryan McFadyen [email_address] www.haveyouheard.co.za 083 798 8070 Thank You. http:// haveyouheardblog .wordpress. com