womma tap influence final3.22.2015
TRANSCRIPT
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
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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
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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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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?