viral marketing why a deep understanding of wom is important in the creation of a buzz
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Case Study : Project X. Fillipe DINIZ Chirine MASSIERE Sarra OUAILI Alexandra PARE Remi SBARDELLA . VIRAL MARKETING Why a deep understanding of WOM is important in the creation of a buzz. WORD OF what?!. Oh so you don’t want me seeing Project X ? . WOM: The Theory. - PowerPoint PPT PresentationTRANSCRIPT
VIRAL MARKETINGWhy a deep understanding of
WOM is important in the creation of a buzz
Fillipe DINIZChirine MASSIERESarra OUAILIAlexandra PARERemi SBARDELLA
Case Study : Project X
WORD OF what?!
Oh so you don’t want me seeing Project X?
WOM: The TheoryWord of mouth inclusive model:
● Extrapersonal
● Intrapersonal
● Input
● Output
Variables Shaping WOM
Intrapersonal Variables:
• Level of expectation
• Zone of tolerance
Extrapersonal Variables:
• Business climate
• SNP
• Culture
Is The Model Old Fashioned?
• New influences on expectations
• New type of input WOM and sources of information
• New way of conveying output WOM
From Theory To Project X
Input WOMExpectations of the movieSatisfactionOutput WOM
INPUTS FOR WOMTraditional inputs
- Trailer- Posters- Announcements
Social Media
- Teaser on- 1 million- Hangover- partnership
The 3 traditional roles in viral Mkt
MavensSpecialistsTrustfulTrendy
Connectors
SalesmenCharismaticPersuasive
NumbersFast spread
How Social Media affects them
+ Connections+ Persuasion+ Sharing
+ Viral
Loyalty Ladder
Prospect
Customer
Client
Supporter
Advocate
Partner
• Valence
• Focus
• Timing
