Word of Mouth and Ambassador

Word Of Mouth&

Ambassador Program

April 2007

the “person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. (Edelman Trust Barometer 2006)

In the US, for example, the “person like yourself or your peer” was only trusted by 22% of respondents as recently as 2003, while in this year’s study, 68% of respondents said they trusted a peer. Contrast that to the CEO, who ranks in the bottom half of credible sources in all countries, at 28% trust in the US, near the level of lawyers and legislators.

Table of content

Word of Mouth WOM marketing

Duval Guillaume’s approach Cases

Word of Mouth

What is word of mouth?

Word of mouth: The act of people providing information to other

people.

Key elements: The voice & The ears A natural, genuine, honest process People seeking advice from each other People talking about their lives and experiences (i.e.

products, services, brands)

Word of mouth Marketing

Word of mouth marketing: Giving people a reason to talk about your products

and services, and making it easier for that conversation to take place.

Ambassadors Program: Enable people to talk about your products and

services, and making it easier for that conversation to take place, by offering: The product or service to test in real life The platform to discuss and spread the feedback

People are the medium

Amplifying the message

Word of mouth Marketing

Identify people most likely to share their opinions

Educate people about your products and services

Provide tools that make it easier to share information

Study how, where, and when opinions are being shared

Listen and respond to supporters, detractors, and neutrals

Network technology

The Networked SocietySource: Logic&Emotion

Worldwide Visible Retrievable Amplify

Word of mouth Marketing

Summary:

Word of mouth is a pre-marketing phenomenon WOM can't be faked or invented You can make WOM work within a marketing

objective

Duval Guillaume’s approach

Duval Guillaume’s approach

General objective: To create consumers’

enthusiasm

Give consumers a voice Listen to the consumers Engage the community Increase the involvement

Duval Guillaume’s approach

Creating communities Developing tools for people to share their opinions Motivating advocates and evangelists Giving advocates information that they can share Using advertising designed to create buzz or start a

conversation Identifying and reaching out to influential individuals and

communities Researching and tracking online conversations

Bazooka

Community Marketing: enable users to talk about your brand

Virgin Express : Festival Buddy

Viral Marketing: campaign focused on people spreading the message

Pigs in Pain

Buzz Marketing: get people to talk about your brand

Purina (Nestlé) – Beneful

Build and reinforce an ambassador group – create communities

Miele Steamcooking - start

Build and re-inforce an ambassador group: Member-gets-member program

Miele Steamcooking - follow

Build and re-inforce an ambassador group: Content for the community

Nikonians - Engadget

Build and reinforce an ambassador group: give ‘content’ so people spread your message and create buzz around a brand/product

Passage Fitness

Build and reinforce an ambassador group: Member-gets-member program

Other possibilities

Grassroots Marketing: Organizing and motivating volunteers to engage in personal or local

outreach.

Evangelist Marketing: Cultivating evangelists, advocates, or volunteers who are encouraged to

take a leadership role in actively spreading the word on your behalf

Product Seeding: Placing the right product into the right hands at the right time, providing

information or samples to influential individuals

Influencer Marketing: Identifying key communities and opinion leaders who are likely to talk

about products and have the ability to influence the opinions of others

Measuring the effects

Net Promoter Index – One questionWould you recommend Brand X to a friend or colleague?

Source: Netpromoter.com

Thank you

David HachezEmail: david.hachez@duvalguillaume.com

Blog: http://blog.theafter.be

Skype: datch2