Market Mix 2012 - Creating Conversation Worthy Buzz
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What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
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Market Mix 2012 - Creating Conversation Worthy Buzz
- 1. • Integrity • Responsibility • Courage
- 2. WOMMA The act of sharing something • Integrity • Responsibility with someone else. • Courage
- 3. WOMMA Any business action that earns a • Integrity • Responsibility recommendation. • Courage
- 4. WOMMA A community of marketers shaping how • Integrity businesses effectively • Responsibility • Courage use WOMM.
- 5. Teach Share tips, tools, techniques and tactics in approachable, practical ways. Advocate Promote high quality standards, legislation, and ethical WOMM. Lead • Integrity Serve as the community leader by recognizing and rewarding great WOMM. • Responsibility • Courage Know Be the knowledge expert of the past and thought leader of the future.
- 6. PEMCO Insurance: V.P. & CMO WOMMA: Board of Directors source | Nielsen study (August 2010)
- 7. Brand attributes Passionate Edgy Relevant• Integrity • Responsibility Curious • Courage Helpful Engaging
- 8. Let’s get connected! Twitter: @NW_Mktg_Guy Event Hashtag: #MarketMix source | Nielsen study (August 2010)
- 9. What do you see? • Integrity • Responsibility • Courage
- 10. • Integrity • Responsibility • Courage
- 11. Touchpoint or Talking Point? Touchpoint: the point of contact, especially when products or services come • Integrity into contact with a customer • Responsibility • Courage
- 12. Touchpoint or Talking Point? Talking Point: interesting item for discussion: a topic, or aspect of something, that • Integrity provokes a lot of discussion • Responsibility • Courage
- 13. Routine or Remarkable? Routine: the usual sequence for a set of activities; something that is • Integrity unvarying or boringly repetitive • Responsibility • Courage predictable, and monotonous
- 14. Routine or Remarkable? Remarkable: worthy of notice or commenting on, unusual or exceptional and • Integrity ableResponsibility • to attract attention • Courage
- 15. Routine or Remarkable? • Integrity • Responsibility • Courage
- 16. Routine or Remarkable? • Integrity • Responsibility • Courage
- 17. Routine or Remarkable? • Integrity • Responsibility • Courage Tuned Pale Ale
- 18. Routine or Remarkable? • Integrity • Responsibility • Courage
- 21. Word of mouth is the most powerful form of marketing there is! • Integrity • Responsibility • Courage
- 22. Most Powerful • Builds brands • Drives Sales • Integrity • Sparks Conversations • Responsibility • Courage
- 23. 93% of US consumers have at least one brand-related conversation face-to-face every day. source | Keller Fay & Yahoo! study (June 2010)
- 24. 45% of US consumers have at least one brand-related conversation voice-to-voice every day. source | Keller Fay & Yahoo! study (June 2010)
- 25. 22% of US consumers have at least one brand-related conversation online every day. source | Keller Fay & Yahoo! study (June 2010)
- 26. Power of WOMM increases as consumers become • Integrity • Responsibility • Courage more interconnected.
- 27. 23% of people’s time spent on the Internet is on Social Media websites source | Nielsen study (August 2010)
- 29. Four tools connecting relevant content with relationships
- 30. Four tools connecting relevant content with relationships
- 31. The people who “link, like, and list” us are among a brands most valuable • Integrity • Responsibility • Courage marketing assets.
- 32. The people who “link, like, and list” us are among a brands most valuable • Integrity • Responsibility • Courage marketing assets.
- 33. 2010 – Fortune 100 Companies… 65% are on Twitter 54% are on Facebook 29% use YouTube 33% maintain a blog source | Burson-Marsteller & Digital Media Study (February 2010)
- 34. 2011 – Fortune 100 Companies… 77% are on Twitter 61% are on Facebook 57% use YouTube 36% maintain a blog source | Burson-Marsteller & Digital Media Study (February 2011)
- 35. • Integrity • Responsibility • Courage Product – Service - Experience
- 36. Why Recs Matter • Integrity • Responsibility • Courage Awareness to Advocacy
- 37. Why Recs Matter • Integrity • Responsibility • Courage When “earned” they drive preference, purchase & referral.
- 38. • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
- 39. • Integrity • Responsibility • Courage Referral Based Growth
- 40. Five Principals: Word of Mouth Marketing • Integrity • Responsibility • Courage
- 41. 1. Word of Mouth Marketing . . . Honest and authentic. Brands to consumers and consumers to consumers. . . . is Credible
- 42. 2. Word of Mouth Marketing . . . Listen, participate, respond and engage in conversations . . . is Social
- 43. 3. Word of Mouth Marketing . . . Transparent & trustworthy Protects privacy among all parties. . . . is Respectful
- 44. 4. Word of Mouth Marketing . . . Defined, monitored, & evaluated . . . is Measurable
- 45. 5. Word of Mouth Marketing . . . Easy to share. Over and over. . . . is Repeatable
- 46. 54% of US adults identified old-fashioned Word of Mouth as most important influencer of purchase decisions. source | “Digital Marketer Report, Experian – 2011
- 47. Four decisions every marketer, every brand • Integrity • Responsibility . . . all of us, • Courage can make.
- 48. 1. Decide to listen 2. Decide to be affected 3. Decide to respond 4. Decide to be engaged
- 51. • Integrity • Responsibility • Courage
- 52. Public Displays of Affection source | http://www.flickr.com/photos/boudster/3716337113/
- 53. Public Displays of Aggravation source | http://www.flickr.com/photos/
- 54. 22% of US consumers have at least one brand-related conversation online every day. Public Displays of Affection
- 55. 22% of US consumers have at least one brand-related conversation online every day. Public Displays of Affection
- 56. 22% of US consumers have at least one brand-related conversation online every day. Public Displays of Aggravation
- 57. Customer reviews and stories affect operations. • Start every meeting with a customer story!
- 58. Create a place to welcome feedback
- 59. Create a place to welcome feedback
- 60. Respond with timely appreciation, empathy, sincerity and authenticity.
- 61. “When you hit a wrong note, it’s the next note that makes it good or bad.” source | Slide used with permission of John Moore, BrandAutopsy
- 62. Two great ways to respond to even the most challenging assertions.
- 63. Thank You and We’re Sorry
- 64. Sorry! 24 hours 47 minutes Feb 22nd - 3:18 to Feb 23rd - 4:05 p.m.
- 65. Use humor that gives, not takes!
- 66. Use humor that gives, not takes!
- 69. Social engagement mantra “PEMCO’s success depends on the positive opinion of people like me. They listen, participate, • Integrity • Responsibility encourage and • Courage enable me to share with others.”
- 72. source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
- 73. source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
- 74. source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
- 75. Don’t let your first day of social be “not so good” source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
- 76. Let’s connect! Twitter: @NW_Mktg_Guy Facebook: Rod Brooks Linked In: • Integrity Rod Brooks • Responsibility • Courage Blog: www.rodbrooks.com