A sequel to our 2007 presentation - we educate about the 36 essential reasons why people buzz and talk about brands, products, services and ideas through the lens and metaphor of popular TV shows.
Property of Agent Wildfire, The Word of Mouth Experts, 2009
2. No Matter What The Interest – TV has Talk Value Embedded In It
3. The Same Reasons We Talk About TV are the Same Reasons We Talk About Brands
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5. Step back…Word of Mouth (WOM) = A Higher Art Form of Business-Building Value
6. Setting WOM Wildfires - A Distinct Marketing Approach Different Than a Century of Marketing Efforts Different Brand Stories Different Approach To Market Different Audience Different Tactics Different Commun- -ication Different Outputs/ Measures
10. The Short Version - The Three Basic Reasons Why Ideas Spread through Word of Mouth “ It’s Who They Are” “ It’s What You Do” “ It’s Who You Are” 10 Audience Attributes 15 Buzz Firestarters 11 Inescapable Traits
11. Explicitly Motivated Extrinsic-ally Motivated Intrinsic-ally Motivated The Brand/Product The Experience The Person THE BUILDING BLOCKS OF WORD OF MOUTH – THE 36 REASONS WHY PEOPLE BUZZ - Passionate About the Topic Logo Lovers Knowledge Seekers Social Brokers Altruistic Self-Expressives ReciprocityDealers Ego-Driven Involved/ Committed $$ Social Currency Brand Experience Fame VIP treatment/ Customization Scarcity Intimacy Influence Visibility Tight Boundaries Rallying Cry Rewards Expertise Bite-Sized Participation Network Effects Memes Remarkable/ Outrageous Innovative The Best At What You Do Authentic Liberating/ Problem Solving Trustworthy Edgy Likable Easy to Talk About Sensory Ritualistic Feedback Seekers
12. The Who It’s because of them #1 - Passionate about the topic #2 - Logo Lovers #3 – Knowledge Seekers #4 - Social Brokers #5 – Altruistic #6 – Involved/Committed #7 – Feedback Seekers #8 – Ego-driven #9 – Reciprocity Dealers #10 – Self-Expressives
13. I. It’s Who They Are – The 20-10-1 Rule “ A small percentage of your audience is responsible for a majority of your word of mouth” The 20-10-1 Influencer Rule In most markets, your audience comprises of: 20% - Referrers, 10% - Advocates, 1% - Zealots
14. The Law of The Few: “The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.” Malcolm Gladwell, the Tipping Point The Influencers – Word of Mouth Powerbrokers
20. # 6 – Involved / Committed “ We're not the only people on this island and we alllllll know it!"
21. # 7 – Seeking Feedback "What does that mean when the fitness instructors are ahead of the mayors?"
22. # 8 – Ego Driven “ Show me someone without an ego, and I`ll show you a loser.You’re Fired.”
23. # 9 – Reciprocity Dealers “ But we can only offer this level of programming with your help.”
24. # 10 – Self – Expression “ SOME PEOPLE THINK BEAUTY IS SOMETHING YOU'RE BORN WITH......AND NOT SOMETHING YOU CAN CREATE......HOW NAIVE!!!!”
25. The What It’s because of what you provide #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/Customization #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cry #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes
26. # 11- Social Currency “ I thought it'd be great, you know? have some time alone with my thoughts... turns out, I don't have as many thoughts as you'd think."
27. # 12- Brand Experience(s) “ I think it’s really down to the wire, and we’re afraid we’re last.”
28. # 13 – Fame “ I genuinely believe with all my heart that we have found (a worldwide star) with you.”
29. # 14 – VIP Treatment / Customization “ Sophie gets what Sophie wants and Sophie is always right”
30. # 15 – Scarcity ” Watch out—I’m coming to town and bringing my fast-paced life with me. I can’t bring all my friends, so I’ve decided to look for a new BFF. I need a best friend who is hot, who can keep up with me, and most of all, who is real and won’t be a backstabber.”
31. # 16 – Influence “ You can only vote for him, you can't actually adopt him. Call now."
37. # 22 – Expertise “ So now America, with an open heart and an empty stomach, I say unto you in the words of my uncle: Allez cuisine!”
38. # 23 – Bite-Sized Participation “ There’s no such thing as 110%. It stops at 100.”
39. # 24 – Network Effects “ Books were my pass to personal freedom. I learned to read at age three, and soon discovered there was a whole world to conquer that went beyond our farm in Mississippi.”
40. # 25 – Memes “ No soup for you! There was shrinkage! Vanderlet Industries! Man hands The bro and manziere. Happy Festivus. Yada, yada, yada.”
41. It’s because of who you are #26 - Innovative #27 –Remarkable/ Outrageous #28 – The Best at What You Do #29 – Authentic #30 – Liberating/ Problem Solving #31 - Edgy #32 – Trustworthy #33 – Likable #34 – Easy to Talk About #35 – Ritualistic #36 - Sensory
42. What Product Traits Makes Stuff Word of Mouth-Able? Agent Wildfire Research Something with which you personally associate 25.7% Innovative 22.5% Exciting 13.1% Solves problems 11.0% Easy to talk about 9.9% New 8.0% Newsworthy 2.9% Exclusive 2.7% Other 2.7% Fashionable 1.3%
43. # 26 – Innovative "The following takes place between ??:?? and ??:?? pm"
44. # 27 – Remarkable/Outrageous “ XO XO, gossip girl”
45. # 28 – The Best At What You Do “ That was unbelievable.”
52. # 35 – Ritualistic “ This is going to be legen …. wait for it.. Dary”
53. # 36 – Sensory “ Who will speak for Planet Earth?”
54. Summary - The 36 Reasons Why People Word of Mouth It’s because of them It’s because of what you provide It’s because of who you are #1 - Passionate about the topic #2 - Logo Lovers #3 – Knowledge Seekers #4 - Social Brokers #5 – Altruism #6 – Involved/Committed #7 – Feedback Seekers #8 – Ego-driven #9 – Reciprocity Dealers #10 – Self-Expression #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/Customization #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cause #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes #26 - Innovative #27 –Remarkable/ Outrageous #28 – The Best at What You Do #29 – Authentic #30 – Liberating/ Problem Solving #31 - Edgy #32 – Trustworthy #33 – Likable #34 – Easy to Talk About #35 – Ritualistic #36 - Sensory
55. Let’s Start Your Next Conversation… Inquire: info (at) agentwildfire.com Phone: 416-255-4500 URL: www.AgentWildfire.com Blog: http://BuzzCanuck.typepad.com/ www.spreadslikewildfire.com Explore: The Buzz Report (e-newsletter) Signup at www.AgentWildfire.com Learn: Executive WOM Seminars
Notes de l'éditeur
We’ve approached you based on our perception of great new products and strong sense of brand positioning coming out of your shop… - we only approach people with great brand foundations and products – otherwise what I’m pitching, won’t work---I’d becoming in here selling something else - we want to work with people we think we’d like and we want to work with pioneering, remarkable clients and agencies that have the vision and potential to get there…realize the case for change Talk about 5 things: - Who We Are - Talk about the concept of Influential marketing - Get Right into Two Programs we discussed - Show how it works and evidence - Give a sense of what it would be like to work with us and why would it be the right idea
If your looking for initial reach and mass awareness, you’d be best to spend you money elsewhere If you’re looking for the opportunity to make deep impact with your best customers, have people be influenced by your marketing, trigger purchase, create lifetime customers, generate incredible real-world insight If you want to get noticed and talked about If you’re looking to tap into marketing’s most powerful influence and fastest rising vehicle – that’s are forte
If your looking for initial reach and mass awareness, you’d be best to spend you money elsewhere If you’re looking for the opportunity to make deep impact with your best customers, have people be influenced by your marketing, trigger purchase, create lifetime customers, generate incredible real-world insight If you want to get noticed and talked about If you’re looking to tap into marketing’s most powerful influence and fastest rising vehicle – that’s are forte
If your looking for initial reach and mass awareness, you’d be best to spend you money elsewhere If you’re looking for the opportunity to make deep impact with your best customers, have people be influenced by your marketing, trigger purchase, create lifetime customers, generate incredible real-world insight If you want to get noticed and talked about If you’re looking to tap into marketing’s most powerful influence and fastest rising vehicle – that’s are forte
Brands - Authenticity > Hype, Edge > Superiority, Approach - Narrowcast > Broadcast, Grassroots > Mass, Collaboration > Creative Genius Audience - The Influencers > The Mainstream Tactics - Involvement > Impressions, Conversations > Eyeballs Communication – Authenticity over Hype Outputs - Advocacy > Satisfaction Word of mouth is getting a lot of press…whether it’s people quoting Gladwell and the Tipping Point, people talking about the overnight success of My Space/YouTube, all the consumer of the year awards magazines gave out form last year or marketer’s pleading to get more buzz The world has changed – it’s scary – a senior marketer’s life is down to 22 months --- the stuff we’ve always doen is not working as well as it used to
The big question we ask… Dangerous and costly oversight to not consider it
Brands - Authenticity > Hype, Edge > Superiority, Approach - Narrowcast > Broadcast, Grassroots > Mass, Collaboration > Creative Genius Audience - The Influencers > The Mainstream Tactics - Involvement > Impressions, Conversations > Eyeballs Communication – Authenticity over Hype Outputs - Advocacy > Satisfaction Word of mouth is getting a lot of press…whether it’s people quoting Gladwell and the Tipping Point, people talking about the overnight success of My Space/YouTube, all the consumer of the year awards magazines gave out form last year or marketer’s pleading to get more buzz The world has changed – it’s scary – a senior marketer’s life is down to 22 months --- the stuff we’ve always doen is not working as well as it used to
We’ve approached you based on our perception of great new products and strong sense of brand positioning coming out of your shop… - we only approach people with great brand foundations and products – otherwise what I’m pitching, won’t work---I’d becoming in here selling something else - we want to work with people we think we’d like and we want to work with pioneering, remarkable clients and agencies that have the vision and potential to get there…realize the case for change Talk about 5 things: - Who We Are - Talk about the concept of Influential marketing - Get Right into Two Programs we discussed - Show how it works and evidence - Give a sense of what it would be like to work with us and why would it be the right idea
That’s it – we have a number of ways to get in touch with us Link back to initial 3 objectives: Word of mouth is important Word of mouth can be orchestrated Agent Wildfire is canada’s word of mouth experts We’d really like to work with your brands and think there could be some interesting avenues in Questions Are there projects we can think about to exploit this as a competitive advantage for you Can we regroup when you’ve had a chance to digest