Вирусное распространение информации

Word-of-Mouth Marketing 101

Peter Storck

SVP, Business Intelligence, House Party

WOMMA/MRA Webinar Series

January, 2011

WOMM 101

• Definition

• Types (Best Practices)

• Worst Practices

• Measurement

• Effectiveness

• Adoption

WOMM 101

• Definition

• Types (Best Practices)

• Worst Practices

• Measurement

• Effectiveness

• Adoption

WOM & WOMM

• WOM:

– Consumers providing info to

each other

– Intuitively, the best advertising

– Only recently harnessed

• WOMM:

– Giving people a reason to talk

– Making it easier for them

WOM & WOMM

• Can‟t

– Create or script WOM

• Can

– Make consumers happier

– Listen to them

– Leverage their desire to be first

– Facilitate sharing

– Inform influentials

– Activate advocates

– Recognize the power of both good

and bad WOM

WOM Can’t Be Faked• Fake WOMM

– Unethical

– Backfires

• Legitimate WOMM

– Respects consumers‟ intelligence

– Authentic, transparent, honest

• WOM

– Self-policing

– Pushes marketers to satisfy

Only honest marketers with confidence in

their products should practice WOMM

Elements of WOMM

• Educating people

• Studying how/where/when opinions are shared

• Indentifying influencers

• Harnessing peoples‟ desire to be insiders

• Providing tools for easy sharing

• Listening and responding to supporters,

detractors, neutrals

Digital Social Media …

• A subset of WOMM

– less than 2%

• 90% of consumer

conversations about

brands occur offline(Keller Fay)

WOMM 101

• Definition

• Types (Best Practices)

• Worst Practices

• Measurement

• Effectiveness

• Adoption

Types of WOMM

• Buzz

• Viral

• Community

• Grassroots

• Evangelist

• Product

• Influencer

• Cause

• Conversation Creation

• Brand Blogging

• Referral Programs

• Co-Creation

FORD FIESTA MOVEMENT

Managed by Undercurrent

Gave 100 social media enthusiasts

a Fiesta for 6 months prior to release

Asked to create a mission each month, and

share in social media

Meals on Wheels, alligator adventures,

elope

Generated:

6.5 million YouTube views

500,000+ Flickr views

3 million+ Twitter impressions

50,000 opt-ins, 97% non Ford-owners

Seeded, and Sold 10,000 Fiestas in first six

days

Product SeedingProviding samples to influential consumers

11

CHILI’S BAR AND GRILL

Managed by Zuberance

Identified biggest brand advocates by email,

Facebook, Twitter and site surveys

Engaged 125,000 advocates, who:

Posted 75,000 reviews, 40,000 on Yelp

Generated 9 million influence impressions

Shared 110,000 free appetizer offers, yielding

50,000 new opt-ins

Chili‟s was able to:

Energize and reward loyalists

Get referrals to their friends

Referral ProgramsCreating tools that enable satisfied customers to refer their friends

12

OLD SPICE

Managed by Wieden + Kennedy

Ran funny commercial with “Old Spice Guy”

that then went viral on YouTube (over 28

million views)

Followed-up with hundreds of Old Spice Guy

videos in just 2-3 days, responding to fans‟

Twitter questions in near real-time

Generated 135,000,000 views

Sales of Old Spice body wash increased

107% the following month

Went viral, multiplying their reach at little cost

This is not easy

Viral MarketingCreating messages designed to be passed along, often electronically

13

OBAMA PRESIDENTIAL CAMPAIGN

Led by Chris Hughes, a co-founder of

Facebook

Created the highly interactive,

my.barackobama.com:

User Dashboard

Social network

Event listings

Blogs & Forums

Calls to action

Grassroots MarketingOrganizing volunteers to engage in personal or local outreach

14

Site generated:

2 million profiles

200,000 offline events

400,000 blog posts

35,000 volunteer groups

Campaign generated:

120,000,000 YouTube views

5,000,000 Facebook fans

1,000,000 text subscribers

Brought organizing volunteers to a

whole new level

BURGER KING’S WHOPPER SACRIFICE

Managed by Crispin Porter + Bogusky

Offered a free Whopper coupon to

customers willing to de-friend 10 people

on Facebook

23,000 coupons distributed

Generated redemptions, but little

engagement/conversation, questionable

loyalty

Did catch attention, and appeal to some

Conversation CreationInitiating catchy ads, emails, promotions, etc. designed to start WOM

15

RED BULL STASH

Managed by Archrival

Hid thousands of Red Bull Energy Shot

stashes across the US; posted clues on

Facebook

Encouraged stories and photo uploads to the

site

Invited finders into the “Final Stash,” a virtual

scavenger hunt offering a trip to NYC

Generated a surge in Facebook activity,

widespread sampling, online and offline buzz

Created high profile event, got people talking

Buzz MarketingUsing high-profile entertainment or news to get people talking

16

THE TRAVEL CHANNEL

Managed by Room 214

Indentified and monitored key advocates and

influencers in the blogosphere

Established active presences Facebook, Twitter,

Digg, StumbleUpon, more

Encouraged key influencers to start and join

conversations

Generated and tracked over 15,000 conversations 6

months, 80% favorable

Reached over 200,000 online community members

Engaged influencers, built community

Influencer MarketingEngaging opinion leaders and communities with your brand

17

DELL

Managed by Mr. Youth

Identified 2 brand advocates each on

college campuses across the US

Provided a Dell computer

and $1-2,000 to execute a marketing plan

Approved but self-designed

Campus-specific

Indigenous

Purchase-consideration rose from 14% to

27% on activated campuses

Non-activated flat

Harnessed evangelists, drove toward

purchase

Evangelist MarketingCultivating advocates to spread the word on your behalf

18

PHILOSOPHY

Managed by Bazaarvoice

Launched a blog in advance of Mother‟s Day

for consumers to upload and vote on stories

of their mothers‟ philosophies

Drove engagement with a $1,200 shopping

spree to the story with most votes

“Stories” blog made up 39% of traffic that

month

Its visitors generated:

81% more page-views

20% higher average order value

19% more items per order

Built blog, and they came

Brand BloggingBlogging and participating in the blogosphere

19

RANDOM HOUSE

Managed by Affinitive

Launched Random Buzzers, an online book

community for teens:

Connect with one another

Co-create projects

Engage with Random House authors

Write and share reviews

Read exclusive book excerpts

Over 60,000 members, with:

17,500 photos

4,000 reviews

5,600 comments

50,200 forum posts

Built community, and they came

Community MarketingForming or supporting communities; providing tools and content

20

PEPSI REFRESH

In lieu of Super Bowl spending in 2010, invited

consumers to suggest causes for funding

Funded causes with most votes

Donated at least $1 million a month

Gave another $1.3 million for ideas to clean Gulf oil

As of December 2010

Over 61 million votes cast

$14.6 million donated for 352 ideas, including

improvements to parks, playgrounds and schools

Returning to Super Bowl

Continuing „Refresh‟

Did good, rose in esteem

Cause MarketingSupporting social causes to earn respect and support

21

DORITOS CRASH THE SUPER BOWL CONTEST

Ran contest for consumers to create 2010

Super Bowl commercials

Third year in a row

Drove 4000 entries with prizes for top (4) vote-

getters:

Trip to Super Bowl

$25,000

Airing of spot

Up to $2 million if spot ranks in top 3

One placed first in 2009

Invited creative, multiplied attention to ads

Co-Creation MarketingInvolving consumers in marketing and creative

22

In reality, most

WOMM combines

program-types

23

FEBREZE SET & REFRESH HOUSE PARTIES

Managed by House Party

Recruited target hosts for 6,000 parties, one with

Sandra Lee

Gave hosts microsites for piloting parties

Sent party packs with samples and branded favors

Generated over 500,000 hours of brand exposure ($9

eCPM-30‟s), among 7 million conversation partners

Drove large lifts:

Familiarity: 34 points

Favorability: 60 points

Purchase-Intent: 57 points

Recommendation-Intent: 58 points

Harnessed influencers & evangelists, co-created, etc.

In-Home MarketingEvangelist, Co-Creation, Influencer, Product Seeding, Referral, Buzz ...

24

WOMM 101

• Definition

• Types (Best Practices)

• Worst Practices

• Measurement

• Effectiveness

• Adoption

Unethical WOMM

• Stealth

– Deceiving people about the involvement of marketers

• Shilling

– Paying people to advocate without disclosing it

• Infiltration

– Taking over a forum under false pretenses

• Comment Spam

– Using automation („bots) to post on blogs

• Defacement

– Vandalizing property to promote a product

• Spam

– Sending bulk messages without clear permission

• Falsification

– Knowingly disseminating false information

Botched WOM

A Food Brand

Greenpeace criticized brand‟s

environmental practices in

YouTube video

Brand forced YouTube to

remove it

Consumers trashed the brand

on Facebook and Twitter

Brand responded with anger,

sarcasm, de-friending

Brand caused more damage

than video would have if left

alone

WOMM 101

• Definition

• Types (Best Practices)

• Worst Practices

• Measurement

• Effectiveness

• Adoption

Spend Bringing Accountability

• Data collected online and off

• Generational reach

• Respected 3rd Parties

• Increasingly precise, reliable, standardized

– WOMMA‟s role

– Focused on ends, not means

• Enabling cross-media comparison

– Reach (CPM-Impressions)

– Engagement (CPM-30‟s)

– Awareness & Attitudes (Costs Per)

– Action (Costs Per)

WOMM 101

• Definition

• Types (Best Practices)

• Worst Practices

• Measurement

• Effectiveness

• Adoption

Study After Study Builds the Case

• 90% of consumers trust product recommendations

from friends (Nielsen)

• 61% of conversations about products impact

likelihood to buy (Keller Fay Group)

• Customers acquired through WOM monetize 3-5

times more (Hill/Wharton, et al)

• WOM customers have nearly twice the long-term

value (Villanueva/ U of Navara, et al)

• Many more

WOM Drives FavorabilityFavorability of a Software Product

Among House Party Participants vs. Control, at 6 and 12 Months After:

57% to 67% Higher

G0 6M n=1270, Panel 6M n=661, G1 6M n=75, G0 12M n=965, Panel 12M n=319, G1 12M n=102.

Favorability: Please indicate how favorable or unfavorable your impression is of the following product

ChatThreads, Proprietary and Confidential

92.7% 93.7%89.3%

89.2%

55.5% 56.7%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6M 12M

G0 G1 Panel

WOM Drives Media Receptivity

G0 6M n=1270, Panel 6M n=661, G1 6M n=75, G0 12M n=965, Panel 12M n=319, G1 12M n=102.

82.0%79.0%

69.0%

78.0%

50.0% 49.0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

6M 12M

G0 G1 Panel

Aided Ad Recall among Participants and Control, at 6 and 12 months:

38% to 64% Higher

Which of the following features of [the product], if any, does [the brand] mention in its TV advertising?

Check all that apply.

WOM Drives Purchase

62.4%

68.2%

52.0%

59.4%

20.1%

27.9%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6M 12M

G0 G1 Panel

G0 6M n=1270, Panel 6M n=661, G1 6M n=75, G0 12M n=965, Panel 12M n=319, G1 12M n=102.

In the past [six/twelve] months have you already purchased [the product]

ChatThreads, Proprietary and Confidential.

Purchase Rate among Participants vs. Control, at 6 and 12 months:

2-3 times higher

WOM Drives Recommendations

G0 6M n=1270, Panel 6M n=661, G1 6M n=75, G0 12M n=965, Panel 12M n=319, G1 12M n=102.

73.7%71.5%

60.0%

48.0%

10.0% 9.1%

0%

10%

20%

30%

40%

50%

60%

70%

80%

6M 12M

G0 G1 Panel

In the past 30 days, have you recommended [the product] to anybody?

ChatThreads, Proprietary and Confidential.

Recommendations among Participants vs. Control, at 6 and 12 months:

5-8 times Higher

WOMM 101

• Definition

• Types (Best Practices)

• Worst Practices

• Measurement

• Effectiveness

• Adoption

WOMM Is Taking Off

• Continuing fragmentation,

clutter, avoidability of traditional

• Rise of digital social media – tools

and usage

• Increasing evidence of WOMM‟s

viability and power

Despite Recession,

WOMM Growing Fast

SOURCE: PQ MEDIA

Does not include in-store product sampling; coupons & loyalty programs; event marketing & sponsorships; public relations not

associated with WOM, such as crisis management; and social network and consumer-generated media advertising.

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$3,500

2008 2009 2010 2011 2012 2013

Spending Growth ($M)

10.2%

Growth

12.8%

Growth

14.9%

Growth

16.7%

Growth

18.3%

Growth

COMBINED ANNUAL GROWTH RATE 14.5%

17.4

12.2

9.5

9.49.2

8.6

7.5

6.2

4.1

3.6

3.3

3.2

5.8

Shares of WOM spending by category

CPG

Food & Drink

Finance & Business

Electronics & Telecom

Retail

Auto & Transportation

Entertainment & Media

Apparel & Accessories

Healthcare & Pharma

Sports & Gaming

Travel & Leisure

Home & Garden

Other

Brands WOMMing

Across Categories

SOURCE: PQ MEDIA

Sample Suppliers

AGENCIES ONLINE COMMUNITIES

MEASURERSMEDIA

WOMM Over the Next Few Years

• More standardized measurement

• More proof of superior long-term ROI

• More precise targeting

– Though targeting is built-in

• Better fusing of online and off

• Less shilling

• A staple in the marketing mix

Thanks

[email protected]