people powered advertising word of mouth at scale
DESCRIPTION
This is the presentation by SocialMedia.com's VP of Marketing Gedioen Aloula on our People Powered Friend To Friend campaign for Macy's department store.It was given at our May 2009 Social Media Boot Camp in New York.TRANSCRIPT
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WOMICaseStudyMacy’sHolidayCampaign
Thursday, May 21, 2009
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People I know
People I respect
People with shared interests
No Social component
OnlineRela:onshipPyramid
Thursday, May 21, 2009
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PeopleIKnow
Thursday, May 21, 2009
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PeopleIrespect
Thursday, May 21, 2009
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PeoplewithSharedInterests
Thursday, May 21, 2009
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What’saWOMI(TM)?
•WOMIcampaignsspreadposi:vemessagesaboutabrandbetweenfriends.
•2stepprocess:
1. Opt‐in:getconsumerstoexpresstheiropinionaboutabrand
2. WOMI:sharethedesirableresultswiththeperson’sfriends.
•Messagesaredeliveredwithinstandardadunits.
WOMI: Word Of Mouth Impression
Thursday, May 21, 2009
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WOMIexamplesOpt‐in:
WOMI:
Thursday, May 21, 2009
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Macy’sHolidayExample
•Macy’sholidaycampaignencouragedconsumersto“BeClaus”andasked“whattypeofSantaareyou?”
Thursday, May 21, 2009
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Macysbelieve.com
Thursday, May 21, 2009
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Macy’sWOMIOpt‐in:Monaisaskedaques:on
WOMI:Mona’sresponseissharedonlywithherfriends
WOMI2:CampaigngoesviralasMona’sfriendsrespondtotheoriginalWOMI
•WOMIpromotedtheMacy’s‘becomingclaus’messageamongstfriends
Thursday, May 21, 2009
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WOMICampaignResults
•2Monthcampaign
•5millionWordOfMouthImpressionsdeliveredbetweenfriendsonFB
•Strongclickthroughrates:engagingcontent+friendendorsement
Thursday, May 21, 2009
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What’sthepoint?
•Friendsinfluenceeachother
•Onsocialnetworks,peoplecaremoreabouttheirfriendsthancontent
•Webelievemessagesfromfriendsaremorerelevant,morebelievableandlesslikelytobeignoredthanmessagesdirectlyfromabrand.
Thursday, May 21, 2009
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Realresults
•Wedon’tbelieveinchasingclicks
•Rela:onshipsdeliverinfluence
•Objec:veistohaveconsumersthinkmorefavorablyaboutyourbrandandbecomemorelikelytopurchase
Thursday, May 21, 2009
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Goal:capturethefunnel
Brand Awareness
Message Association
Brand Favorability
Purchase Intent
1.
2.
3.
4.
Thursday, May 21, 2009
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A]tudinalresearch•PartneredwithDynamicLogictoconductquan:ta:veresearchon3monthCPGcampaign
•Focusedonfourkeymeasures:
1.TopofMindawareness
2.OnlineAdawareness
3.Favorability
4.Purchaseintent
Thursday, May 21, 2009
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Overallresults• Strongincreasesinallfourkeymeasures:
• goalwastoincreaseunaided(top‐of‐mind)awareness,Adawareness,FavorabilityandPurchaseintent
• aidedawarenesswasalreadyhighforthebrand(95%amongcontrol),
Overall Respondents: Brand Metrics
Control Exposed (n=201) (n=300)
Thursday, May 21, 2009
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WOMIvs.DigitalNorms
Percentile Ranking of Delta (!)
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Purchase Intent
AdIndex Score: Normative Benchmarking of Brand Metric Deltas*
* MarketNorms Q3/08 (Category: Personal Care, Baseline Adjusted, N=188 campaigns)
Below Average Average Above Average Excellent
• Top20%ofdigitalcampaignswithincategory
Thursday, May 21, 2009
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WOMIBump
Thursday, May 21, 2009
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WOMIvs.socialmedia•RatedbyDynamicLogictobeintop20%ofallsocialmediacampaignswithin
category
Aided Brand Awareness
Online Ad Awareness
Brand Favorability
Purchase Intent
Aided Awareness results not surprising given Aided Awareness was almost maxed out (95%)
Below Average Average Above Average Excellent
Thursday, May 21, 2009
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ArefriendtofriendWOMIsagimmick?
Control Exposed (n=74) (n=300)
No:•Moreexposuremeantsignificantlyimprovedperformance‐‐eveninbrandfavorability:nowearout•Bestresultsacrosseverymeasureforconsumerswhosawatleast4WOMIs
Thursday, May 21, 2009
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ArefriendtofriendWOMIsagimmick?
MoreWOMI=improvedresultsforbrand.•1impressionperweekforcampaigndura:onwasbreakthroughlevel
Frequency of Exposure: Brand Metrics
Metrics Ctrl
(%)
1 2-3 4+
Exp
(%) !
Exp
(%) !
Exp
(%) !
Unaided Brand
Awareness: First Mention 9 10 +0.4 14 +5.0 23 +13.9*
Unaided Brand
Awareness: Any Mention 15 19 +4.2 16 +0.8 26 +10.9*
Aided Brand Awareness 95 92 -2.6 91 -4.0 99 +4.0
Online Ad Awareness 36 56 +19.6* 48 +12.5* 58 +22.2*
Brand Favorability 60 62 +1.7 56 -3.9 72 +11.5*
Purchase Intent 45 44 -0.5 50 +5.0 58 +13.1*
Sample Size 300 63 64 74
Thursday, May 21, 2009
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CampaignResults
•Millionsofuniqueconversa:ons
•10M+impressionsservedacross3monthcampaign
•BasedonDLstudyresultsandhistoricalbrandclosurerates:
•60K+addi:onalpurchasesper1Muniqueconsumerswithin1year
•ROIes:mateabove$1.40
•Deeplearningaboutconsumersen:ment
Thursday, May 21, 2009