word of mouth marketing - planning and implementing an integrated womm and advertising campaign
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Word of Mouth Marketing Planning and Implementing an Integrated WOMM and Advertising Campaign
December 2007
Louise RijkAdvanced Media Productions, Inc.
www.advmediaproductions.com
Agenda
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- Word of mouth marketing (WOMM) definition
- How does WOMM work?
- “The Influencers”
- WOMM strategies
- WOMM and social media marketing
- WOMM and traditional advertising
- Planning and implementing an integrated WOMM and advertising campaign
- Word of Mouth is the act of consumers providing honest information to other consumers
- Word of Mouth is driven by “influencers” with large social networks who are inspired to talk positively about a brand, product or service
- Organic WOM – Occurs naturally when people become advocates because thy are happy with product
- Amplified WOM – When marketers launch campaigns to accelerate WOM (WOMM)
What is Word of Mouth (WOM)?
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What is Word of Mouth Marketing (WOMM)?
- Word of Mouth Marketing
- WOMM happens when people are given a reason to talk about a product(s) or service(s) – online and offline
- WOMM is based on driven customer satisfaction, two-way dialog and transparent communications
- Online Word of Mouth Marketing
- Online WOMM includes online consumer activities using Internet tools that allow the exchange of ideas about products, services and brands through social networks
- Online WOMM does not dissipate after a conversation as in the offline world
- Online WOMM’s share is relatively small, but growing- Approximately 15-20 percent of all WOM is currently happening online
- WOMM is based on the principle that uses “influencers” to spread a message – online and offline
- Activating online word-of-mouth is not free any more than activating word-of-mouth in the offline media
- Success of the “pass along effect” is largely dependent upon the value that prospects receive in exchange
- Key to WOMM is how many important influencers you reach not how many people/consumers
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How Does WOMM Work?
- Recruiting the “Influencers”
- Motivating the “Influencers”
- Keeping the “Influencers”
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The “Influencers”
- Start with “listening” online about what people are saying about your product to get the unfiltered insights
- CGM Monitoring- Blog Monitoring, News Alerts, Online Discussion Forums, Del.icio.us Tag Analysis
- “Listening Services” – CGM Analytics Vendors
- Cymfony, Nielsen BuzzMetrics, Umbria, BuzzLogic and Intelliseek
- Customer Service department (CRM System)
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WOMM Strategies (I)
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WOMM Strategies (II)
- Encouraging communications- Develop or use tools that make telling and sharing with friends, family, etc. easy to
execute
- Giving “influencers” and consumers something exciting to talk about- Good product or service, excellent customer service
- Targeting authoritative “influencers” and their communities
- Engaging in transparent conversations- Participate in online blogs, forums
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WOMM- Relies primarily on
“influencers” to spread the
word.
- Requires excellent product or
service “influencers” can use,
be excited about and pass
along.
- Generates brand-awareness
and sustained web site traffic.
- Engages customers long term
through the product life cycle.
- Online and offline (15 – 20%
online).
SMM- Spreads by itself through the
social web and relies on
passing messages along from
person-to-person.
- Message must be outrageous,
entertaining or provide
exceptional value to attract
attention and be passed along.
- Not always relevant to the
brand.
- Usually generates a short
traffic spike.
- Online only.
WOMM and Social Media Marketing
Why is WOMM Important for Online Marketing?
- Major brand marketers are moving from testing WOMM to including it into fully integrated marketing campaigns
- Spending on WOMM will reach $1 billion in 2007
- Source: PQ Media
- More than 28 million moderately influential American Internet users will be Word of Mouth Influencers in 2008
- Source: eMarketer WOM Marketing
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Integrating WOMM with Traditional Advertising
- A WOMM campaign generates more online buzz when supported by traditional paid media buys
- Greater paid media spend equals greater online buzz
- 64% of moderately influential “influencers” do online research after seeing or hearing an ad on TV or radio – only 30% react to a Web ad
- “Influencers” are still influenced by TV
- Integration of WOMM and traditional advertising requires extensive planning, integrated execution and comprehensive effectiveness measurement
Sources: BuzzMetrics, Base Studies and eMarketer “WOM Marketing”
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www.advmediaproductions.com
Planning a WOMM Campaign (I)
- Set goals and objectives
- Define target audience
- Brainstorm about an idea
- Plan and develop a message that travels
- Plan and develop a traditional online advertising campaign
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Planning a WOMM Campaign (II)
- Identify and select the “Influencers”
- Motivate and empower the “Influencers”
- Keep “Influencers” motivated and engaged
- Track and measure results
www.advmediaproductions.com
Integrated WOMM and Advertising Campaign
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