Stick Spread Success

of consumers don’t believe that companies tell the truth in advertisements 76% Yankelowich

SUCCESsSUCCESs imple nexpected oncrete redible motional tory How do we find the core of the idea ? How do we get & keep audience’s attention ? How do we make our ideas clear ? How do we make people believe our ideas ? How do we get people care about our ideas ? How do we get people to act on our ideas ?

Sticky Ideas Core Ideas Care Believe Story Concreteness Credibility Emotion Simplicity Understandable Memorable Unexpectedness The Power of Contrast

3 Reasons People Talk About You 1.The Love You/ Your Product 2.It makes them Feel Good/ Important 3.It connect them, and make them feel “belong” to the group

4 Rules of Word of Mouth Marketing 1.Be Interesting 2.Make People Happy 3.Earn Trust and Respect 4.Make It Easy for Everyone

5 T Of B2C2C Framework: 1.Talkers (Who will tell their friends) 2.Topics (What will they talk about) 3.Tools (How can we help) 4.Taking Part (Should we join?) 5.Tracking (what are they saying?) source: Word Of Mouth Marketing, Andy Sernovitz

The Tipping Point + The Social media Network Connector connects people to each other Salesman uses knowledge to engage and persuade Maven connects people through sharing knowledge

WOM is MORE EFFECTIVE !!! 1955Word-of-Mouth (WOM) is 7x more effective than newspaper advertising, 5x stronger than a personal sales pitch and 2x as effective as radio advertising % of surveyed consumers reported learning of an innovation through word-of-mouth, while 48% reported being influenced by WOM when making a purchase decision 2001Diffusion studies found that WOM is 10x more effective than media advertising % trust other people like themselves (as media) - Edelman Trust Barometer, 2006 Data taken from FUTURELAB

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