+ All Categories
Home > Business > 081017 Word Of Mouth

081017 Word Of Mouth

Date post: 15-May-2015
Category:
Upload: ged-carroll
View: 711 times
Download: 6 times
Share this document with a friend
Popular Tags:
24
1 CLICK TO EDIT MASTER TITLE STYLE WORD-OF-MOUTH (MARKETING) DIGITAL Waggener Edstrom Worldwide |Ged Carroll |November 17, 2008
Transcript
Page 1: 081017   Word Of Mouth

1CLICK TO EDIT MASTER TITLE STYLE

WORD-OF-MOUTH (MARKETING)

DIGITAL

Waggener Edstrom Worldwide |Ged Carroll |November 17, 2008

Page 2: 081017   Word Of Mouth

2WORD-OF-MOUTH:

• What is word-of-mouth (WOM)

• Why WOM?

• Key drivers of WOM

• Being on the receiving end

• Ethics

• Questions

2

Page 3: 081017   Word Of Mouth

3CLICK TO EDIT MASTER TITLE STYLE

WHAT IS WOM?

Page 4: 081017   Word Of Mouth

4WHAT IS WOM?

Word of mouth, is a reference to the passing of information by verbal means, especially recommendations, but also general information, in an informal, person-to-person manner. (Wikipedia)

Word of mouth is a pre-existing phenomenon that marketers are only now learning how to harness, amplify, and improve. Word of mouth marketing isn't about creating word of mouth -- it's learning how to make it work within a marketing objective. (WOMMA)

Page 5: 081017   Word Of Mouth

5CRITICAL PART OF MEDIA INTERACTION

Page 6: 081017   Word Of Mouth

6CLICK TO EDIT MASTER TITLE STYLE

WHY WOM?

Page 7: 081017   Word Of Mouth

7WHY WOM?

Consumers more receptive to referral-based advertisingHigh level of consumer trust in referral-based advertising•Edelman found that people most likely to trust ‘people like me’Marketers realising that WOM is an extension of loyalty•Fits in with Net Promoter measureMarketers finding greater efficiency in focusing on consumers who count

Page 8: 081017   Word Of Mouth

8ITS NOT FOR EVERYONE

Do you work in a highly regulated marketplace?•Ethical pharmaceuticals•Financial Services•Tabacco productsAre you likely to have determined badvocates?•Defense industry•Nuclear power•Animal welfare issuesDo you have a closed top-down culture?•Do you restrict access to websites in the workplace?

Page 9: 081017   Word Of Mouth

9CLICK TO EDIT MASTER TITLE STYLE

KEY DRIVERS

Page 10: 081017   Word Of Mouth

10KEY DRIVERS OF WOM

Organic• Focus on customer satisfaction• Improving product / service

quality & UX• Researching & tracking online

conversations• Identifying & researching

influencers• Responding to concerns &

criticisms• Opening a dialogue & listening to

people• Earning customer loyalty

Amplified• Creating communities• Developing tools to share their

opinions• Motivating advocates / evangelists

to actively promote a product• Giving advocates information that

they can share• Create a social object• Starting a conversation via

mar.coms• Direct outreach to identified

influencers

Page 11: 081017   Word Of Mouth

11THE LONE SERVER 11

Page 12: 081017   Word Of Mouth

12THE UNITED NATIONS STANDS UP AGAINST POVERTY

• The UN needed to create awareness and generate interest for an event designed to highlight and reinforce the pledge made by governments from 189 countries to work toward the eradication of poverty worldwide by 2015.

• Targeted more than 343 influentials via three digital press releases

• SEO that increased impressions and clicks by 20 percent

• Conducted blogger outreach that resulted in at least 338 blog posts

• 25,000 followed via Twitter• 290,400 connections via LinkedIn• 9,500+ views on YouTube and

UStream.TV

Page 13: 081017   Word Of Mouth

13CLICK TO EDIT MASTER TITLE STYLE

BEING ON THE RECEIVING END

Page 14: 081017   Word Of Mouth

14BEING ON THE RECEIVING END

• Unethical practices will be criticised

• Listening is as important as communicating

• Consumers benefit from the same network effects and efficiences as businesses

• Speed of response is of the essence• Attitude is critical

• Valuable feedback from passionate consumers

• Online criticism bleeds into the mainstream media, once it reaches critical mass

Page 15: 081017   Word Of Mouth

15BRING BACK EGGNOG LATTE

• Starbucks launches its Christmas menu in the UK on November 6

• Change in menu dropping eggnog latte (a beverage that has more calories than a Big Mac)

• By 6pm there were six groups with 200 members

• Starbucks boycott initiated

• “On third day of my Starbucks boycott, cost to Starbucks so far £9.30” – William Barrowman McIntyre

Page 16: 081017   Word Of Mouth

16BAD PHORM

Phorm is a company looking to provide relevant advertising based your web behaviourIt records all the web pages that you visitThe company didn’t respond fast enough•UK and US government investigations ensued•Partners pulled out of business relationships •Sustained organised badvocates•Mainstream press coverage in The Guardian, The New York Times

Page 17: 081017   Word Of Mouth

17

Page 18: 081017   Word Of Mouth

18CLICK TO EDIT MASTER TITLE STYLE

ETHICS?

Page 19: 081017   Word Of Mouth

19UNETHICAL PRACTICES

• Stealth marketing• Shilling (astro turfing)• Infiltration (sock puppetry)• Comment spam• Defacement• Spam• Falsification (lying, deception or fraud)

Page 20: 081017   Word Of Mouth

20UK LEGISLATION

• From end of May 2008: Consumer Protection from Unfair Trading Regulations 2008– No astro-turfing– No sock puppetry– Up to 6 months jail time– 8,000 GBP fine

Page 21: 081017   Word Of Mouth

21CASE STUDY: WORKING FAMILIES FOR WAL-MART

• Edelman and Walmart developed a blog following a cross-country tour designed for Working Families for Walmart ‘Walmarting Across America’• Called out on the blogosphere for a

lack of disclosure• Coverage in mainstream media

• New York Times• BusinessWeek

• Damage to both agency and client brands

• Subsequent efforts come under increased scrutiny

Page 22: 081017   Word Of Mouth

22CLICK TO EDIT MASTER TITLE STYLE

BIBLIOGRAPHY

Page 23: 081017   Word Of Mouth

23BIBLIOGRAPHY

• Word of Mouth Marketing Association• Wal-Mart’s Jim and Laura: The Real Story – BusinessWeek• The Common Craft Show

Page 24: 081017   Word Of Mouth

24CLICK TO EDIT MASTER TITLE STYLE

© Waggener Edstrom Worldwide 2008


Recommended