Prssa 2011

PRSSA
October 15, 2011

Think before you Tweet… Social Media and Word of Mouth Marketing

We are the
stories we tell
Being a part of a great story
compels us to share

Gowan Pamphlet (ca. 1750–1807)

Doing great
word of mouth,
means being great
to customers…
and great for customers

Being great
to People
is about empowering,
remarkable…
awesome interactions

I’m a
Social Media
Agnostic

So, let’s talk
some WOM &
Social Media

We need to use our BRAND AMBASSADORS
So they can get some VIRAL BUZZ and our
COMMUNITY INFLUENCERS can EVANGELIZE
the PRODUCT SEEDING and create some
SOCIAL MEDIA about it. Then we’ll TWEET
about it and update our FACEBOOK status
as we check in on FOURSQUARE.

23% of people’s time
spent on the Internet is
on Social Media websites
source: Nielsen NetView (June 2010)

22% of US consumers
have at least one brand-
related conversation
online
source | Keller Fay & Yahoo! study (June 2010)

Social Media
Helps SMALL companies look bigger.
Helps BIG companies get smaller.
John Moore – Brand Autopsy

Which online platforms do consumers want to
receive communications from companies:

41% 18% 7% 6%

Which online platforms do consumers want to
receive communications from companies:
41% 18% 7% 6%

48%

What do consumers want from brands
to offer them online:
65% Coupons
41% Better Customer Service
28% Games/Entertainment
22% Company News

WOM Marketing
An act of giving consumers
a reason to talk about
products and services

The typical American mentions
specific brand names 60 times
per week in offline & online
conversations.
source | Keller Fay “ Talk Track” report (2010)

45% of US consumers have
at least one brand-related
conversation voice-to-voice
every day.

54% of US adults identified
old-fashioned Word of Mouth
as most important influencer
of purchase decisions.
source | “Digital Marketer Report, Experian – 2011

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

90
PERCENT
Word of Mouth
occurs OFFLINE

source: Keller Fay Group, “TalkTrack® Study (2011)

The future of YOUR
business should
not be technology

It’s about the
PEOPLE stupid

Every keystroke
is a touchpoint

a keystroke
is more than
a like

it’s an ask for
help in the middle
of night

Every customer
touchpoint –

creates a
customer
talking point

It takes a PERSON
to make WOM
happen

If you think a tweet,
retweet, like, or
comment
is the extent of a relationship

Movements
The magic that happens when PEOPLE
share their passion for a brand or a cause
and it becomes a self-perpetuating force
for excitement, ideas, communication,
and growth.

are dry and emotionally
detached

Campaigns
rely on
traditional media

rely on word of mouth,
where the people are the
medium

are you talking
about yourself

Movements are about
the PASSION Conversation;
not the product
conversation.

Your company is
the stories people
tell about it…

The abolition of Child Sex Slavery and Exploitation. Nothing less.

Movements have
Powerful Identities.

Fill in the blank:
I AM A
_______________ .

"Everywhere I go I ask what is it
that drew you to our organization?
...What I hear all the time is your
communication of the issue.
It's so powerful, so full of hope.”
— Rob Morris

"Now other people are telling
her story which really is powerful."
— Rob Morris

“All the band members had 146 patches on... They dedicated a song
to the girls of Love146. The girls started screaming and chanting '146' -
and then everybody started chanting 146. Her story is still being told."
— Rob Morris

• Over 1M visits to website from almost
every country in the world

• Facebook: Almost 20,000 “members”
• 22,150 Twitter followers
• 300+ user-submitted videos related
to Love146 in past year on youtube

Channeling Passion into Action: Task Forces
• Since launching in November - 160 task forces have formed
• Over 1,500 members have joined 146taskforce.org - place to share
ideas, encouragement, photos, actions/initiatives
• In US, China, Bahrain, UK, Ireland, Australia
• Faith based groups, High schools/Universities, Community groups
• 100 events organized already this year
• Passed “Safe Harbor” law in CT; now in 5 other states

A movement is not a
Spasm of Passion…
We need a
Collective Shout! — Rob Morris

Part One:
Movements empower
People with Knowledge.

Part Two:
Movements have
Shared Ownership.

A community becomes
a community when
it behaves like a
community

The best way to gain control
of what people are saying is
to give control away.

Have the COURAGE
to give up ownership

Customers and Employees
become advocates when they can
connect their passion to the
company and shape its message
into their own.

Love is a circular transaction…
by becoming FANS
of your FANS, you kick
off the process of
returning the love

National Center for Family Literacy

The Situation
The National Center for Family Literacy and Verizon’s
Thinkfinity Community wanted to engage families and
educators in learning that would broaden their reach
and have the potential to be a game-changer in literacy
improvement efforts.

The Mission
• Help NFCL foster a community of families and educators
who are passionate about inspiring kids to learn.
• Create an online resource that would be a tool to ignite
a new conversation around literacy.
• Provide fresh and relevant content that engages a variety of
audiences and works within the reality of modern family life.
• Inspire a year-round, two-way conversation with families
and educators.
• Target kids and families during the summer months.

The Challenges
• Lack of fresh and relevant content.
• Content lacked diversity to engage a variety of audiences and
work with the reality of families’ lives.
• Parents and educators needed a free and easy way to inspire
children.
• Literacy and education efforts slacked during the summer
months.

Re-framing the conversation
around literacy began with
a simple idea – start with
curiosity and learning, and
literacy will follow. Rather
than build a website about
how to encourage literacy,
a place that nurtured the
sense of wonder inside
everyone.

• Parents believe they are
their child’s best teacher.
• Parents look at life as
their “daily classroom.”
• There is an abundance of
“learning resources” out
there, but people don’t have
time to research and
implement them.
• Can’t afford tutors,
after-school services or
special classes.

The Opportunity
Build an online community that families and educators
could enjoy together.
Start with curiosity and literacy would follow.
Develop content strategy around the
“Wonder of the Day.”

• In its first month, Wonderopolis attracted over 18,500 visitors.
• Between January-August, 2011, the number of monthly unique
visitors grew by 670%.
• No money was spent on a marketing effort, and growth was fueled
entirely by people talking about and sharing Wonderopolis organically.
• The number of Wonderopolis Facebook and Twitter followers has
steadily grown since launch, averaging 150 and 141 new fans each
month, respectively.

• Wonderopolis has enjoyed
numerous (unsolicited)
favorable reviews in 100+
online publications
and blogs.
• Recently, Time Magazine
named Wonderopolis
one of 2011’s
“50 Best Websites.”
• EducationWorld.com gave
Wonderopolis 5 stars for
its high-quality information
and ability to bring fun into
the classroom.

TRUST gives permission
to employees and customers
to share their passions
in authentic ways.

Walk, listen, and talk with your
Employees and Customers
Show them you Care about them
Value what they have to say
Put what you’ve learned into Action
Empower your Hand-raisers

Go back to
your Roots
for the fruits
Joey Reiman

Be FAMOUS for the
PEOPLE, who love you
for the way you
LOVE them

Geno Church
WOM Inspiration Officer
@GenoChurch

Prssa 2011

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