15. The Social Trigger speaks to our need to express
our uniqueness to others in social settings.
16. The Emotional Trigger drives people to share
positive or negative feelings about a brand.
17. The Functional Trigger explains why people share
knowledge and seek knowledge about brands.
18.
19. People rely more
on "word of mouth"
for brands that are
new and or highly
complex.
20. People engage in Functional
conversations about brands
to get information needed
to make decisions and to
better interpret the world
around them.
21.
22. With new and complex
products, people need
help to understand why
to use it, how to use it,
when to use it, and
where to use it.
23. “People engage in WOM in
order to get the necessary
information needed to
survive, to interpret the
world in order to function.”
-Emanuel Rosen
Anatomy of Buzz (2002)…
26. Amy’s story began on Twitter. Being
new to Greenville, she didn't have a
go-to glasses shop, so she threw the
question out to her Twitter
following. A friend in Texas
responded, suggesting Amy
check out Warby Parker.
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexity
online
Amy@NoMeatballs
28. Amy was initially wary of an
online glasses store. Amy
loved the idea of every pair of
frames/lenses being under
$100 (compared to the $300
or $400 typically spent in
"real" stores), being one of
those people who needs to try
on 50 pairs before she finds
the perfect pair. WP's home
try-on program was a perfect
fit for Amy.
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexityonline
29. All you have to do is go
onto their website,
choose five pairs, and
WP sends you an at-
home kit to try the
glasses on for 5 days.
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexityonline
30. If you like one, you send
it back and let them
know. They'll make the
glasses with your
prescription. If you
don't like any of the
frames, you send them
back and select another
five you want to give a
go. WP covers the cost
of shipping to and fro.
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexityonline
31. Those who are a little
indecisive can upload
pics of themselves
wearing their try-on
frames, and a WP team
of specialists (along
with the WP Facebook
fan base) will vote on
which frames they like
the best.
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexity
online
32. Within ten days of first learning
about WP Amy had tried on ten
pairs of glasses, placed her order
online and received her new
glasses.
“It has been even more fun
getting to spread the word about
WP to others in my social circle.
It's a fun, fresh, engaging
business model that not only
makes shopping for glasses fun,
it inspires you to bring other
people into the fold, too.”
Fcfunctional
Fnfunctional
newness
Fxfunctional
complexityonline
55. “Emotions play a large role
in driving word of mouth.
When a person experiences
emotional arousal, they share
the experience with others.”
-Jonah Berger
Wharton School of Business
56. High arousal emotions, like AMUSEMENT and ANXIETY,
drive word of mouth conversations.
Emotions characterized by low arousal, such as
sadness or contentment… not so much.
58. Jogging… boosts general arousal over sitting.
Ememotional
Eaemotional
amusement
Exemotional
anxiety
59. Student studies showed that students who jogged over those who sat
were more likely to spread a neutral or low arousal online article.
Ememotional
Eaemotional
amusement
Exemotional
anxiety
71. Emotional word of mouth
conversations are sparked
when people are highly
aroused. If your brand can
spark amusement, amazement,
and or anxiety, then your brand
stands a far better chance of
being talkable by being more
emotional.
72.
73.
74. Brands are talked about in two conversation channels,
the offline channel and the online channel.
75. Offline conversations are usually with people in personal,
one-on-one situations — making it more appropriate to talk
emotionally about matters.
76. Online conversations are usually with people in more public
settings like Facebook and Twitter — thus, making it more of
a channel to broadcast our uniqueness, our expert knowledge,
and our passions.
92. focus your marketing
efforts on getting
current customers to
tell their friends and
friends of friends to
spread word of mouth
offline.
93. spend more time
using online
marketing activities to
get people sharing
and talking.
94. focus on bringing
forth stories that
evoke strong
emotional reactions
not indifference
offline / online
95. If you better understand WHY people are
talking about your brand and WHERE
people are talking, you’ll be in a better
place to design marketing activities in the
RIGHT channel, offline or online, in order
to make your brand more conversational
to become more talkable.
101. Prior research showed: rather than
being driven by motivation, WOM,
particularly ongoing WOM, is driven by
accessibility.
102. we have face to face conversations
we post on blogs
we write online reviews
we send texts
we send emails
chat on our phones
WOM can be shared in many different ways…
104. In discontinuous channels
(online, text), pauses
between conversational
turns are expected…
So, people have time
to select and craft
what they say.
108. People not only communicate
through what they talk about,
they also communicate
through how they talk.
109. Most face-to-face conversations as
well as phone conversations involve
continuous discussion. There is an
expectation that ongoing conversation
will occur, and it is awkward to sit
in silence.
110. Contrast that, with the types of conversations
that occur online; discussion forums, blogs
or Facebook, they’re mostly discontinuous
in nature. People have time to deliberate
and think through what they say.
112. When conversations are expected to be
discontinuous, people have time to select
and craft what they say. They have more
opportunity to think of a clever or interesting
response and can wait to respond until they
have something worthwhile to talk about.
115. People will talk about whatever
is top-of-mind to keep the
conversation flowing.
116. before you cry… bullshit!
lets put the research under
the microscope…
117. 1) aggregate word-of-mouth data from people who have
conversations both online and offline (pilot study).
2) individual-level dataset covering word-of-mouth over various
channels. It contained over 35,000 brand and product mentions of
approximately 6,000 people who recorded all of the word-of-mouth
they engaged in, as well as the channel they used (face-to-face,
online posts, or text) over a one-day period.
3) tested the causal impact of conversation continuity through an
experiment. We keep the conversation channel itself the same but
manipulate whether people expect to pause (or not) before and
between conversational turns.
118.
119. There was a positive and significant
relationship between interest and online
posts in online conversations, more
interesting products were mentioned
more frequently than their less interesting
counterparts.
120. In contrast, there was no relationship
between interest and face-to-face word-
of-mouth in face-to-face conversations,
more interesting products were not
mentioned more frequently than their
less interesting counterparts.
121. Interest has a much larger impact on online
conversations than offline conversations.
Similarly, interest has a larger
impact on text or email rather
than phone conversations.
122. Not only was the relationship between
interest and word-of-mouth different in
online and offline channels, but results
were the same for other types of continuous
(phone) and discontinuous (text and email)
conversation channels.
123. When pauses between and before conversational
turns are expected (discontinuous), more interesting
topics and brands are more likely to be discussed
than less interesting ones. In contrast, when pauses
between and before conversational turns is not
expected (continuous), this difference disappears.
124. If the goal is to get more discussion online,
framing the product in an interesting or
surprising way should help. Ads or online
content that surprises people, violates
expectations, or evokes interest in some other
manner should be more likely to be shared.
125. If the goal is to get more offline word-of-
mouth, however, then other factors may be
more important than evoking interest. In a
face-to-face context, making the product
accessible in consumer minds, or publicly
visible, may be more important.
126. If you better understand WHY people are
talking about your brand and WHERE
people are talking, you’ll be in a better
place to design marketing activities in the
RIGHT channel, offline or online, in order
to make your brand more conversational
to become more talkable.
128. Class Dismissed
Geno Church | @GenoChurch John Moore | @BrandAutopsy
On Brands and Word-Of-Mouth
Renana Peres, Ron Shachar, Mitch Lovett
How Interest Shapes Word-of-Mouth Over Different Channels
Jonah Berger, Raghuram Iyengar
Arousal Increases Social Transmission of Information
Jonah Berger