Embed Size (px)
Citation preview
We Sell Conversations
Unleashing the power of online word of mouth
Today:
1. Overview: WOM
2. How to: Harnessing the power of online WOM
3. Case Study: The proven power of online WOM for
Tooheys Extra Dry
1. Overview: WOM
Soup and Online WOMThe current market
What is WOM?
Soup: Advocacy Agency
We sell conversations
THE MEDIA ENVIRONMENT
Media Fragmentation & Cost
Rise of Internet
The World is Networked
Current marketplace
THE MARKETPLACE
Level of Differentiation Low
Short Term Financial Pressures
Distribution of Competition
Globalization of Competition
Pace of Technology Faster
THE CONSUMER
Scarcity of Time
Scarcity of Attention
Scarcity of Trust
The Heterogeneous Consumer
Mass Marketing Less Effective
Credibility of Conventional Tactics
Low
Established Brand/Business Models
Under Threat
Number of Choices/Brands Up –
More Confusion
Product Lifecycles Shortened
Tuning Out
Want Authenticity, Intimacy,
Remarkability
Rise of Word of Mouth
Need for breakthrough vehicles
Need for Remarkable Brands / Contagious
Ideas
Importance of
Influential Consumers
RISE OF WORD OF MOUTH
MARKETING
© Copyright 2009
Defining Word of Mouth
• Genuine & honest
• Individual
• Direct or indirect
• The most trustedmedium
The Power of Online Word of Mouth
IT’S THERE FOREVER
IT CAN BE FOUND
REACHES MORE PEOPLE THAN ANY OTHER
MEDIUM
Even the hard to reach guy down here
LEADS TO BEHAVIOUR CHANGE –
SALES!
IT’S HIGHLY CONTAGIOUS
IT’S ALL ABOUT THE
INFLUENTIALS:
Offline Word of Mouth
Online Word of Mouth
Most trusted medium
Highly relevant
Speeds through strong ties (days)
Highly trusted
Highly relevant
High speed of dissemination (seconds)
One to one (or few) Ability of one to many
Temporary Permanent
Difficult to seek exact match Can search for it (web)
Source mostly known Source unknown and known
Types of Online Word of Mouth
WHAT DIRECTConversation, comments, reviews etc
INDIRECTBadges, fan page, tagging, viral, buzz etc.
HOW MESSAGEfriends/ followers, mentions, readers, tagger etc
MEDIUMTwitter, Flickr, YouTube, Digg, StumbleUpon, Facebook, blogs, community etc.
ONLINE WOM HAS COMMUNITY
AT ITS HEART
A virtual community is a communication and information system of social networks whose participants share a common purpose, interact in a virtual society and are able to develop personal relationships.
Wikipedia 2009
We are in a community when we find somewhere we belong.
(Community, The structure of belonging, Peter Block 2008)
Facilitate Information Sharing
Part of something greater, belonging
Builds hope and raises expectations
Community Altruism:
For the good of the
community
Strong communities: Irvin Yalom
Yalom, Irvin (1980) Existential Psychotherapy
Strategic Word of Mouth Ingredients
1.Understand Network
2.Who
Influences
3.
Engagement platform
5.Motivat
e to spread
4.Sticky
Messages
BIG EXCITING Tooheys Extra Dry (TED)
CASE STUDY!!
Tooheys Extra Dry (TED)
Brand background and context
TED Background
• Part of a broader getting closer to consumers strategy.
• Intrinsically a brand aimed at 18-24 years olds – digital natives.
• Live with them not advertise at them.
• TED is a brand owned by the consumer but custody awarded to LNA.
Communication Context
• Activity is based around the consumer– 6 beers of sep, 696, uncharted,
festival sponsorship, tedconnected
TED and Digital
Digital provides the best pathway for two way communication and immersion:– Immediate – personal – influential – easy
The OpportunityThe Brief
The Insights
The Opportunity
To live our “mantra” – let the consumer own the brand, influence it’s direction.
The Opportunity
Live in their world – don’t tell them what is cool but let them tell us.
The Brief
• Explode our impact in the Victorian market.
• Let them tell the story – credibility.
• Have a start, middle and end.
• Give them something to hang their hat on.
The Insights
1. Start with summer locations: a place for people to try new things,
2. Don’t tell people what to do, let them do it in their own way.
3. Online is where they communicate and share but real world is where they experience.
The Soup Strategic Ingredients
1.Understand Network
2.Who
Influences
3.
Engagement platform
5.Motivat
e to spread
4.Sticky
Messages
Experience offline
Communicate online
Key Social Organisers
Digital Creators
Record your summer
Share it online
Personal briefing
Direct from the brand
Flip VideoBeer cards
RecognitionSocial kudos
• Melbourne: 18-24 years olds. • Key social influentials (the people who
organise the others for summer). • Exhaustive face to face research in
Melbourne to discover them. • They need to be found, they won’t find you. • Creators of online content.
The 1% that will influence the 99% offline and online.
Focus on the creators to spread
Focus on the creators to spread
Our Influentials
Their Friends
Facilitate Information Sharing
Part of something greater, belonging
Build hope and raise expectations
Community Building Blocks: Yalom
Co-create community and take ownership
Summer Communityname and identity. Video compilation.
Expect a great Summer (festivals, VIP) then surprise.
Facebook tags – part of their life
Name withheld
Facebook tags – authentic conversation
The online network effect
25 Key Social Organisers17,000 Friends CombinedUploads videos, authentic conversations
Tags friendswho are in his video
‘tagged’ friend then broadcasts to his friends
The Impact
Next steps for the program
Incredible Results• Digitally tracked:
– 777,000 highly credible brand impressions
• Independent 3rd party research:– early data demonstrates a 12% shift in
adoration for the product in Melbourne.
• Brand impact: Natural branding pieces that are credible among the target market.
• Long-term impact: Adorers for life – harder to get a lover than keep a lover.
1. Creation of a Extra Dry Panel (TED Connected) – the first to know.
2. Natural migration for the community – don’t dump them.
© Copyright 2009
Next Steps
Summary: to unleash the power on online WOM!!!
Be HumanBe
Versatile
Be F
luid
Be Immediate
Be ResponsiveBe Brave
Thank you!
For a copy of this paper, email:
Or
Visit our Ad-tech stand
