womma tap influence final3.22.2015

www.womma.org

Is Word Of Mouth Marketing Really Worth it?

PRESENTORS

Holly HamannCo-founder and CMO

TapInfluence@HollyHamann

Suzanne FanningPresidentWOMMA

@WOMMA

WHAT WE’LL COVER

KEY FINDINGS FROM WOMM ROI STUDY

BUILDING A WOMM STRATEGY

BEST PRACTICES FOR WORKING WITH INFLUENCERS

WOMM SUCCESS STORIES

Our vision at WOMMA is to grow appreciation for

the practice of word of mouth marketing and its

value while remaining the leading industry

resource. We achieve this by focusing on 3 key

areas:

• Ethics

• Advocacy

• Education

WOMMA provides opportunities to connect,

network and showcase your industry leadership

as you grow your career and business.

WHO IS WOMMA?

www.womma.org

Word of Mouth is responsible for

$6,000,000,000 in annual consumer spending

Return on Word of Mouth Study, 2014

www.womma.org

WOM Drives 13% of Sales

www.womma.org

WOM Amplifies Paid Media by 15%

www.womma.org

WOM Has More Immediate Impact Than Traditional Media

Consumer Trust Beats All Other Forms of Marketing

11

PEERS BEAT OUT ALL OTHER FORMS OF ADVERTISING

BUILDING A WOMM STRATEGY

YOUR STRATEGYSTARTS WITH PEOPLE

Who is your audience?

Where is your audience?

How do you engage them?

How do you turn them into fans?

What makes a good program?

How do you measure it?

✓Delighting them✓Thinking you should

care about them✓Consumer control✓High attention to

WOMM

✧Disrupting them✧Thinking they should

care about you✧Corporate control✧High Ad Spend

OVER NOW

APPROACH

A GOOD WOMM PROGRAMCONTAINS FIVE KEY COMPONENTS

Respectful

Transparent and trustworthy behavior matters between brand

and consumers.

Credible

Honest and authentic messages from brands-to-consumers and

from person-to-person.

Social

Involves brands listening to, responding to, and encouraging conversations online and offline.Repeatable

The capability to do it over and over again in order to become

a talk-able brand.

Measurable

Ability to define, monitor, and evaluate success.

POSITIVE EXPERIENCES ARE THE FOUNDATION 83% of WOM involves personal

experience, which is more credible and leads to more sales

16

C2C MARKETINGHARNESSING THE POWER OF OPINION

Through Consumer-to-

Consumer (C2C) sharing and

awareness, marketers can

actually harness the power of

opinion.

Forrester

Research

DOES IT HAVE TO BE DEEP AND MEANINGFUL CONTENT?

DOES IT HAVE TO BE DEEP AND MEANINGFUL CONTENT?

LISTENING IS GOODPARTICIPATING IS BETTER

HOW TO HANDLENEGATIVE CONTENT

HOW TO HANDLENEGATIVE CONTENT

HOW TO HANDLENEGATIVE CONTENT

MEASUREMENTBEYOND...

✓Digital tracking✓Surveys✓Matched market

studies✓Shopper studies

✓ Engagement (activities)

✓ Advocacy (reach/content)

✓ Brand lift✓ Sales lift & ROI

WHAT HOW

MEASURE WHAT MATTERS

ACTIVITY METRICS ALONEDON’T MEASURE BUSINESS RESULTS

Activity Metrics Outcomes

• ↑ Likes• Number of “Talking About This”• Demographics• ReachFa

cebo

ok

• Number of Followers• Number of Retweets• Reach

• Number of Registrants/members• Dwell time• Views• Sentiment

Twitt

erCa

mpa

ign

• Tracks awareness• Indicates number of people creating content related

to your brand• Gives insight into general category of viewers• Measures potential audience

• Tracks individuals receiving message• Indicates when content is shared• Measures potential audience

• Tracks number of participants• Shows general level and area of interest• Tracks total number of visitors• Approximates participant attitudes

CONVERTING ACTIVITY METRICSINTO PERFORMANCE VALUE

Activity Metrics Outcomes

• ↑ downloads of product information• Number of product pages/reviews shared• Number of inquiries about product on review sites• Number of views product demos/video• Number of views product reviews• Number of participation levels in contests/promotions

Advo

cacy

KPI: Generate Product or Brand Consideration

KPI: Decrease Cost of Product Support• ↑ Number of creators/critics in support community

– Customers // FTEs• Number of questions asked in community• Number of questions answered by customers• Number of questions answered by FTEs in community• ↓ cost per question answered // ↓ time to answer // ↓ open questions• ↑ positive ratings of content/answers

KPI: Drive Product Innovation• Number of idea comments/refinements• High rating of ideas• Number of votes/ideas• Number of creators/critics• Number of actionable ideas

Supp

ort

Feed

back

• ↑ brand/product consideration• ↑ NPS

• ↑ customer satisfaction• ↑ positive word-of-mouth• ↑ revenue• ↓ cost of support

• Faster time to market• ↓ cost of innovation• ↑ product success

TOP 10FOR MARKETERS

1. Start with people not platform

2. Provide an experience

3. Be creative

4. Find ways to love THEM

5. Ask the right questions and listen

6. Be visual

7. Give them great content

8. Have a sense of humor

9. Make it easy to share

10. Measure what matters

Total Reach: 33.5K

Total ReachL:4.6M

Total Reach: 165.9K

Total Reach: 661.5KTotal Reach: 119.8K

Total Reach: 1.3M

How Can Influencers Help?

1. Trust

2. Very targeted audience

3. Authentic consumer experience

4. Bigger reach than brands

5. Better, faster, cheaper

6. Shareable

WHY DO INFLUENCERS INFLUENCE?

WHAT TO LOOK FOR IN AN INFLUENCERCONTENT RELEVANCE

POST FREQUENCY

AUDIENCE DATA

CONTENT QUALITY

AUDIENCE ENGAGEMENT

PROFESSIONALISM

BUILD A RELATIONSHIP

BE RESPONSIVE

BE CLEAR ABOUT EXPECTATIONS

COMPENSATE THEM

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2

3

4

5

6

7

8

9

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INFLUENCER MARKETINGDO’S & DON’TS

• Choose the platforms and content that matter to your consumer

• Select the right influencers by looking at content, relevance, engagement

• Repurpose content to owned assets• Create a value exchange

INFLUENCER MARKETINGDO’S & DON’TS

• Choose the platforms and content that matter to your consumer

• Select the right influencers by looking at content, relevance, engagement

• Repurpose content to owned assets• Create a value exchange

• Don’t disrupt by trying to sell them something• Don’t try to control every aspect of the content

and messaging• Don’t just measure influence on reach alone• Don’t stop at short-term gain – think long term

and “always on”

• Let them tell authentic stories

• Think of them as partners

• Showcase content on various of Facebook, Pinterest, Twitter, YouTube

• Give proper influencer attribution

• Provide clarity on what actions you want the audience to take

• Be “always on”

• Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies

• Compensation

KEYSTHE

INFLUENCERSTO WORKING WITH

Over 10,000 consumers hosted a get to know

Chef Boyardee house party during the back-to-

school season.

CHEF BOYARDEESERVING UP QUICK & TASTY MEALS

This campaign, by The Good Agency, used Instagram to help raise millions of dollars and bring clean water to 134,000 people in Malawi.

Supporters could follow the progress of the Big Dig appeal in real time, including being there when the borehole was dug and clean water arrived. The Big Dig blog was central to the appeal. 

The results: ✓ Digital channels raised money directly,

but also raised awareness and contributed indirectly to the whole campaign.

✓ 26,654 unique users visited the Big Dig blog.

✓ The Big Dig reached over 1,500,000 Twitter accounts.

WATERAIDTHE BIG DIG

A Scissor Manufacturer—The Fiskateers program exceeded every goal with evangelists in 70 countries. This program tripled sales and increased online chatter by 600%.

A commercial electricity provider—62% of their customer base were Advocates (customers who recommended their service).

An anti-virus computer software company-- Advocates created 6,180 positive reviews and share d them to Facebook, Twitter, third party review sites, and via email.

A file transfer platform—72,200 Advocates generated 41,300 recommendations through creating and sharing reviews, writing testimonials, and sharing branded content on Facebook, Twitter, and email.

SNOOZE TOWNBUT MY BRAND/SERVICE IS BORING…

SCALE REACH

• 50 bloggers created posts, photos and videos• Content shared on blogs, social media• Aggregated to Black Box hubpage• Views of site increased 31%• Time on site increased 56%• Social mentions increased 44%• Positive mentions increased 221%• Campaign still producing results – “always on”

• Traditional tested recipes cost $500 distributed via ads and coupons

• Needed high quality content, distribution at scale, less cost, and more effective at engaging consumers

• 180 influencers on blogs and social media

• 760K blog post views

• 178K pins

• 16K clicks to coupons

• 7,700 shares

• 1,700 tweets

• ROI of 3,100%

SCALE CONTENT

• Engaged influencers on blogs and social platforms

• Promote new ID flavors

• 7M in reach

• 639K views

• 21K engagements

SCALE ENGAGEMENT

• Engaged influencers on blogs and social platforms

• Promote new product

• $1.04M in estimated media value (EMV)

• 29.4M in reach

• 1.4M views

• 52.9K engagements

SCALE ENGAGEMENT

A FEW ADDITIONALRESOURCES FOR YOU TO CONSIDER

• Solving the ROI Riddle• Influencer Handbook• Listening is Good, Participating is

Better• All Things WOMM Blog• Ethics Toolkit

• Social Media Disclosure Guide• Social Media Policy Template

QUESTIONS?