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We turn to our friends
Based on BMRB Omnibus Survey
0 10 20 30 40 50 60 70 80
Friend
Past experience
Company literature
Advertising
Newspaper/magazine
Company website
So
urc
e
%
2004
2001
Sources of advice when purchasing new products/services
Doing it more often
Best source of ideas & information
1977 TodayWOM 67% 92%Advertising 53% 50%Editorial 47% 40%
Source: NOP World
Doing it ‘person to person’
Where advocacy happens
Face to face 71%Phone 21%Editorial 3%Instant message 2%Other 2%Online chatroom/blog 1%
Source: TalkTrack, Keller Fay Group, 2006
Still doing it ‘person to person’
Where advocacy happens
2006 2011 2011 (GB)Face to face 71% 76% 81%Phone 21% 15% 11%Editorial 3%Instant message 2%Other 2%Online chatroom/blog 1% 8% 7%
Source: TalkTrack, Keller Fay Group, 2006 & 2011
www.kellerfay.com
Regardless of category or market, face-to-face conversations dominate
5
US
Brit
ain
Aus
tral
ia
Mode of Conversation
US
Brit
ain
Aus
tral
ia
US
Brit
ain
Aus
tral
ia
US
Brit
ain
Aus
tral
ia
US
Brit
ain
Aus
tral
ia
Technology Financial Services
BeveragesBeauty & Personal Care
All WOM
Base: Conversations (US/Britain/Australia Shown: All WOM, n=196,216/16,682/17,653; Beauty, n=9,113/649/634; Beverages, n=16,872/1,630/1,390; Tech, n=15,017/1,203/1,368; Finance, n=10,626/1,063/1,003)Note: Percentages will not add to 100 because “other” not shown.Source: Keller Fay Group’s TalkTrack® US, Britain, and Australia
62Source: “G2X” by Northeastern University, 2007 (Carl)
+ 7% = + 1%
<2%> = + 1%
Source: London School of Economics and Political Science (Marsden)
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PRE PRE PRE PRE PRE PRE PRE PRE PRE PRE PRE PRE DUR DUR DUR DUR DUR DUR POS POS POS POS POS POS POS POS POS POS POS
Control Mailed
+1,156%
Target Prospect
USP
Purchase
Reach & Frequency
Target Influencer
Content
Conversation
Opportunity to share
Create opportunities for visual buzz
Make it easy to spread the word.
Give us something to talk about
Encourage self expression & participation
Use Mass Media
http://abcnews.go.com/GMA/story?id=8477918http://www.youtube.com/watch?v=FQRTFg5ityc
The key things
• Identify the influencers + conversation + content
• Provide them with material that creates conversations
• Turn it over to them
• Make it easier to share (accelerate)
Conversations
Workshop Session
Target Prospect
USP
Purchase
Reach & Frequency
Target Influencer
Content
Conversation
Opportunity to share
Our 3 areas of focus
• Influencers
• Content/Conversation
• Accelerator
Who are your influencers?
How to target influencers
• Identify those people with ‘networkability’, relevant connection & relevant attitude
• Develop 4 to 5 questions that are good indicators- How many emails to you send per day (week or month)?- How many calls to you make/receive per day (week or month)?- Do you tend to give advice?- Do you have 15 minutes to tells us what you think about the new
Lexus Hybrid?
• Make it easier for them to find you (self-select)
• Caution: be careful with assumptions
What is your content?What is your story?
What is your context?
Listen without prejudice
• Identify the conversations that most often lead to a discussion about your product category
- “Be careful when you take cash out of a machine in France…”
• Observe content that is most often discussed, traded, has the greatest influence, etc.
• Cynical, advice based story with little known facts win the influencer social points
What is your accelerator?
Drive more recommendation, more often
• Make it easy to access
• Where they receive it impacts how they will use it
• Invite sampling and opinion
• Make it easy to pass on
• Integrate with traditional campaigns
A final word on ethics…
Ethical Code
• Honesty of Relationship: You say who you're speaking for
• Honesty of Opinion: You say what you believe
• Honesty of Identity: You never obscure your identity
Word of Mouth Marketing Association
