We Sell Conversations

1. We Sell Conversations

2. Unleashing the power of online word of mouth

3. Today: 1. Overview: WOM 2. How to: Harnessing the power of online WOM 3. Case Study: The proven power of online WOM for Tooheys Extra Dry

4. 1. Overview: WOM Soup and Online WOM The current market What is WOM?

5. Soup: Advocacy Agency We sell conversations

6. Soup WOM Programs Soup Menu WOM Programs Influencer Parties Online Community Brand Activists Influencer Marketing Seeding Social Media

7. THE MEDIA ENVIRONMENT Media Fragmentation & Cost Rise of Internet The World is Networked Current marketplace THE MARKETPLACE Level of Differentiation Low Short Term Financial Pressures Distribution of Competition Globalization of Competition Pace of Technology Faster THE CONSUMER Scarcity of Time Scarcity of Attention Scarcity of Trust The Heterogeneous Consumer Mass Marketing Less Effective Credibility of Conventional Tactics Low Established Brand/Business Models Under Threat Number of Choices/Brands Up – More Confusion Product Lifecycles Shortened Tuning Out Want Authenticity, Intimacy, Remarkability Rise of Word of Mouth Need for breakthrough vehicles Need for Remarkable Brands / Contagious Ideas Importance of Influential Consumers RISE OF WORD OF MOUTH MARKETING © Copyright 2009

9. The Power of Online Word of Mouth

10. IT’S THERE FOREVER

11. IT CAN BE FOUND

12. REACHES MORE PEOPLE THAN ANY OTHER MEDIUM Even the hard to reach guy down here

13. LEADS TO BEHAVIOUR CHANGE – SALES!

14. IT’S HIGHLY CONTAGIOUS

15. IT’S ALL ABOUT THE INFLUENTIALS:

16. Offline Word of Mouth Online Word of Mouth Most trusted medium Highly relevant Speeds through strong ties (days) Highly trusted Highly relevant High speed of dissemination (seconds) One to one (or few) Ability of one to many Temporary Permanent Difficult to seek exact match Can search for it (web) Source mostly known Source unknown and known

17. Types of Online Word of Mouth WHAT DIRECT Conversation, comments, reviews etc INDIRECT Badges, fan page, tagging, viral, buzz etc. HOW MESSAGE friends/ followers, mentions, readers, tagger etc MEDIUM Twitter, Flickr, YouTube, Digg, StumbleUpon, Facebook, blogs, community etc.

18. ONLINE WOM HAS COMMUNITY AT ITS HEART

21. Strong communities: Irvin Yalom Facilitate Information Sharing Part of something greater, belonging Builds hope and raises expectations Community Altruism: For the good of the community Yalom, Irvin (1980) Existential Psychotherapy

22. Strategic Word of Mouth Ingredients

23. 1. Understand Network 2. Who Influences 3. Engagement platform 5. Motivate to spread 4. Sticky Messages

24. Find the right Influentials in a network

25. The role of word of mouth

26. BIG EXCITING Tooheys Extra Dry (TED) CASE STUDY!!

27. Tooheys Extra Dry (TED) Brand background and context

31. The Opportunity The Brief The Insights

36. The Soup Strategic Ingredients

37. 1. Understand Network 2. Who Influences 3. Engagement platform 5. Motivate to spread 4. Sticky Messages Experience offline Communicate online Key Social Organisers Digital Creators Record your summer Share it online Personal briefing Direct from the brand Flip Video Beer cards Recognition Social kudos

39. Focus on the creators to spread Our Influentials Their Friends

40. Community Building Blocks: Yalom Facilitate Information Sharing Part of something greater, belonging Build hope and raise expectations Co-create community and take ownership Summer Community name and identity. Video compilation. Expect a great Summer (festivals, VIP) then surprise.

41. Facebook tags – part of their life Name withheld

42. Facebook tags – authentic conversation

43. The online network effect 25 Key Social Organisers 17,000 Friends Combined Uploads videos, authentic conversations Tags friends who are in his video ‘ tagged’ friend then broadcasts to his friends

44. The Impact Next steps for the program

46. 1. Creation of a Extra Dry Panel (TED Connected) – the first to know. 2. Natural migration for the community – don’t dump them. © Copyright 2009 Next Steps

47. Summary: to unleash the power on online WOM!!!

49. Thank you! For a copy of this paper, email: [email_address] Or Visit our Ad-tech stand