Word of Mouth: Harnessing the voice of customers to grow business

Today’s Agenda

1. 2016 – where are the flying cars?

2. Word of Mouth – the PR opportunity!

3. Case studies…– Roche– Parelli– Megabus.com

4. Your questions!

2016Photo? Stats?

#PRGenome

Trust

Credibility

Influence

Recommended reading

Word of Mouth1. WOM: sharing something

interesting and valuable

2. WOMM: Business action that earns a recommendation

In short, be remarkable.

WOMM: what’s it worth?

• Drives average 13% sales • Offline produces 2/3 impact; online

1/3• Amplifies paid media by 15%• Impacts immediately• Valued at 5+ paid impressions• MAKES YOU BETTER!

WOMM readiness

1. Listen

2. Be affected by what you hear

3. Respond to what has affected

you

4. Engage, equip and empower

WOMM activationsAdvocates, Influencers and

Ambassadors

Roche PharmaceuticalsRoche Pharmaceuticals

Parelli Natural Horsemanship

Megabus.com

Megabus.com Student Ambassador Program

• Become first bus company with college brand ambassadors

• Increase brand awareness

• Engagement

Rationale & Goals

• Strategically select locations

• Recruit college ambassadors

• Events/activations• Incentives

Tactics

• Set goals with metrics in line with overall goals– Email addresses– Impressions– Polling

Measurement

2014 Program Results77

4,878,216

10,115

202

1,332

64,287

• Hiring• Remote management• Accuracy and

consistency

• Measurement and ROI

• Campus roadblocks

Challenges

Takeways• Flexibility is key• Listen to feedback from

ambassadors• Measure and record everything

1. WOM is important

2. PR can lead

Summary

Word of Mouth: Harnessing the voice of customers to grow business