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

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

3. 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

4. Still doing it ‘person to person’ Where advocacy happens 200620112011 (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

5. www.kellerfay.com 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

6. 62 Source: “G2X” by Northeastern University, 2007 (Carl)

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

8. +1,156%

9. Target Prospect USP Purchase Reach & Frequency Target Influencer Content Conversation Opportunity to share

15. Create opportunities for visual buzz

16. Make it easy to spread the word.

17. Give us something to talk about

18. Encourage self expression & participation

19. Use Mass Media http://abcnews.go.com/GMA/story?id=8477918 http://www.youtube.com/watch?v=FQRTFg5ity c

22. 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

23. Workshop Session

24. Target Prospect USP Purchase Reach & Frequency Target Influencer Content Conversation Opportunity to share

25. Our 3 areas of focus Influencers Content/Conversation Accelerator

26. Who are your influencers?

27. 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

28. What is your content? What is your story? What is your context?

29. 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

30. What is your accelerator?

31. 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

32. A final word on ethics…

33. 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

34. Thank you Steve.barton@bartonconsulting.net +44 (0)790 191 7992