From Mass to Grass Word of Mouth Conference - Chair Intro Slides (Agent Wildfire & CMA)

Slideshow Transcript

1. Slide 1: CMA’s 2008 Word of Mouth Conference
2. Slide 2: Agent Wildfire Key Belief #1– The Power of Word of Mouth “There is only one thing in the world worse than being talked about, and that is not being talked about.” Oscar Wilde, The Picture of Dorian Grey
3. Slide 3: Word of Mouth – What Is It? • “the authentic & enthusiastic sharing of opinion about a product, service and idea between two or more people” – Online & offline – Long term & short term – Marketing, media, operations, innovation & insights effects
4. Slide 4: ORGANIC (Baked into the brand/product) • Company with a great cause/culture/mission • Well-differentiated product that works • Delivery of a great customer experience • Beyond-the-call customer service
5. Slide 5: AMPLIFIED/ORCHESTRATED (Surrounding or added to the product) • Marketing-oriented • Research-oriented • Media-oriented • Operation-oriented
6. Slide 6: The many flavours of amplified word of mouth …
7. Slide 7: Word of Mouth Marketing Options Viral Social User-generated Community Influencer Referral/ Experiential Buzz Cause Affiliate -Driven
8. Slide 9: If 67% of the economy runs on word of mouth, Why are we spending less than 5% of our money/time trying to get it?
9. Slide 10: If 80% of companies believe they are giving their customers a great experience.. Why do only 8% of our customers say they are getting a great experience?
10. Slide 11: If there are 1,540 people who hear about a problem before one Why are complaint is we not fielded to making it management. easier . for our customers to talk to us?
11. Slide 12: If every 7% increase in positive word of mouth or 2% decrease in negative word of mouth leads to 1% business growth. Why are we not attempting to measure word of mouth ?
12. Slide 13: If less than 10% of your audience fuels most of your word of mouth activity…. Why don’t we try to find these people ?
13. Slide 14: If more than 20% of the media we consume is user- generated (and 50% for people under 25) … Why do we not participate and invest in these spaces?
14. Slide 15: Overcoming the myths about our industry and the importance of word of mouth…
15. Slide 16: Word of mouth marketing myths holding companies back • “Word of mouth is really niche” • “Word of mouth can’t be tracked” • “Word of mouth can’t be generated’ • “Word of mouth is too risky” • “Word of mouth influencers don’t exist” • “Stealth is required to make word of mouth work”
16. Slide 17: The Marketers
17. Slide 18: We like to live and think in packs…
18. Slide 19: It’s scary to act alone as a marketer…
19. Slide 20: But it’s getting dangerous to be out there…
20. Slide 21: Despite the risks, we need to get to other side …
21. Slide 22: The smart marketers are making changes…
22. Slide 23: Some mess up…. - Fake blogs - Bad customer experience - Astroturfing - Shill marketing
23. Slide 24: But most marketers do just fine…
24. Slide 25: So you can fight a losing battle…
25. Slide 26: You can keep hitting your head against the wall
26. Slide 27: you can be a plain old … .
27. Slide 28: Or you can listen to your influencers in their world ….
28. Slide 29: Start a Conversation…
29. Slide 30: Embrace and invite your fans and customers to participate..
30. Slide 31: Turn your back on traditional practices…
31. Slide 32: Get curious…
32. Slide 33: Get Noticed and Talked About…
33. Slide 34: Win some new friends…
34. Slide 35: Spread the word….
35. Slide 36: …and live to see a better day
36. Slide 37: What Will You Learn About Word of Mouth Today - It Can Be Embedded and Accelerated -It Works for Wide Range of Companies and organizations - It Has Its Owns Rules - It Can Be Measured - It’s a Big Part of the Future
37. Slide 38: Are You Ready To Become Word of Mouth Evangelists?