word of mouth marketing - planning and implementing an integrated womm and advertising campaign

Word of Mouth Marketing Planning and Implementing an Integrated WOMM and Advertising Campaign

December 2007

Louise RijkAdvanced Media Productions, Inc.

www.advmediaproductions.com

Agenda


- 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)?



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


How Does WOMM Work?

- Recruiting the “Influencers”

- Motivating the “Influencers”

- Keeping the “Influencers”


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)


WOMM Strategies (I)


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


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


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”



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


Planning a WOMM Campaign (II)

- Identify and select the “Influencers”

- Motivate and empower the “Influencers”

- Keep “Influencers” motivated and engaged

- Track and measure results


Integrated WOMM and Advertising Campaign

word of mouth marketing - planning and implementing an integrated womm and advertising campaign

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