Pete Blackshaw - Keynote Speech: Word of Mouth Marketing Association Annual Summit
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Keynote address from the Word-of-Mouth Marketing Association Annual summit.
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Pete Blackshaw - Keynote Speech: Word of Mouth Marketing Association Annual Summit
- 1. Confidential & Proprietary © 2008 The Nielsen Company Satisfied Customers Tell Three Friends, Angry Customers Tell 3000 Pete Blackshaw, EVP, Nielsen Online Digital Strategic Services WOMMA Word of Mouth Summit, Las Vegas, November 13, 2008
- 4. How Potent is the New Consumer Megaphone?
- 5. Who is Vincent Ferrari?
- 6. Deconstructing a Brand Experience
- 7. Blame it on Rio?
- 9. The Expression Pipe Keeps Filling Up! Sept. 2008 Time Spent Online (H:MM) Time Spent on Video (H:MM) E-Commerce Sales Blogs 2:00 0:04 $174B 2:20 92+M $204B 0:07 77M Sept. 2007 10% 46% 17% 20% Source: Nielsen Online
- 10. Product “Experience” Plays a Role in Motivating Speakers to “Speak” May 1, 2008 When posting content to a Web site, blog or message board, what are the reasons for doing this? Source: 2007 Nielsen CGM/Homescan BuzzFacts
- 12. Against this Backdrop, Credibility is Everything
- 13. Six Drivers of Brand Credibility Six Drivers of Brand Credibility Trust Authenticity Transparency Confidence Consistency Integrity Authority As Advertised Real & Sincere Real People Informal Let the Sun Shine In Easy to Learn Easy to Discover No Secrets Affirmation Listening Responsiveness Playback Reinforcement Search Results Accountability Empathy Welcome Mat Humility (we can learn) Absorbing Feedback Follow-Up Invitational Marketing Solidifying the Solution Dignifying Feedback
- 14. Authenticity
- 15. Affirmation
- 17. Stealth Marketing Complaint/Feedback Infomediaries Ratings/Reviews Boards, Forums Email - Spam Print Ads TV Advertising Customer Service Contact-Us RSS Email – Opt-In On-Demand Video Brand Communities Paid Search Co-Creation: Limited Co-Creation: Extreme Product Quality Consumer Blogs Brand Blogs Brand Websites Shilling Splog Human Touch Organic Search Ads Before Movies Direct Mail Tel Solicitation Brand Search The Credibility & Conversation Quadrant High Consumer Acceptance Low Consumer Acceptance Low Marketer/Brand Control High Marketer/Brand Control
- 19. The Proverbial Case Study “Problem Set-Up”
- 20. How Did Comcast Tackle The Issue?
- 23. blog Comcast Forum and Blog
- 25. What Can We Learn
- 26. Frank, Comcast & The Six Drivers Six Drivers of Brand Credibility Trust Authenticity Transparency Confidence Consistency Integrity Authority As Advertised Real & Sincere Real People Informal Let the Sun Shine In Easy to Learn Easy to Discover No Secrets Affirmation Listening Responsiveness Playback Reinforcement Search Results Accountability Empathy Welcome Mat Humility (we can learn) Absorbing Feedback Follow-Up Invitational Marketing Solidifying the Solution Dignifying Feedback
- 27. One More Lesson: Protect the Commons
- 29. Conversational Thought-Starters Is Frank and his method scalable? Are we glossing over harsher realities? Are there risks of being over-responsive? What Skills are needed to do this right?