We turn to our friends Based on BMRB Omnibus Survey Sources of advice when purchasing new products/services.

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Presentation transcript:

We turn to our friends Based on BMRB Omnibus Survey Sources of advice when purchasing new products/services

Doing it more often Best source of ideas & information 1977Today WOM67%92% Advertising53%50% Editorial47%40% Source: NOP World

Doing it ‘person to person’ Where advocacy happens Face to face71% Phone21% Editorial3% Instant message2% Other2% Online chatroom/blog1% Source: TalkTrack, Keller Fay Group, 2006

Still doing it ‘person to person’ Where advocacy happens (GB) Face to face71%76%81% Phone21%15%11% Editorial3% Instant message2% Other2% Online chatroom/blog1%8%7% Source: TalkTrack, Keller Fay Group, 2006 & 2011

Regardless of category or market, face-to-face conversations dominate 5 US Britain Australia Mode of Conversation US Britain Australia US Britain Australia US Britain Australia US Britain Australia Technology Financial Services Beverages Beauty & 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

62 Source: “G2X” by Northeastern University, 2007 (Carl)

+ 7% = + 1% = + 1% Source: London School of Economics and Political Science (Marsden)

+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 c

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 s 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

Thank you +44 (0)