word of mouth - fizz - istrategy atlanta
DESCRIPTION
TRANSCRIPT
don’t believe that companies tell the truth in
advertisements
76%
People Don’t Trust Advertising . . .
Yankelovich, 2010
. . .People Trust Others
trust other people “like themselves”. Up from 22%
in 2003.
Source: Edelman Trust Barometer
68%
That Trust Extends to Product Advice
cite WOM as best source for product ideas.
Up from 67% in ’77.
Sources: McKinsey & Company (2010), GfK NOP/Roper (2008)
92%
Their Recommendations Impact CHOICE . . .
I chose the brand solely because of the recommendation
-10-20 -23
-33
10- 5-
8-
6756 62
44
19
1310
13
-3
I chose the brand partly on the basis of the recommendation
I would have chosen the brand regardless
I chose a different brand despite this recommendation
Personalcontacts
%
Company led%
Independent reviews/ press
%
Blogs/chats/message boards
%
Source: Millward Brown, WOM Influence Study, 2011
choose brand solely due to recommendation19%
WHO
Just About Everyone Is Talking . . .
of all Americans talk about at least 1 brand a day
(and average 10)76%
of every conversation in America includes
something about a product or service15%
Source: Northeastern University
Source: TalkTrack™, Keller Fay Group, 2011
112
56
0
20
40
60
80
100
120
Marketing Relevant Conversations Conversational Brand Mentions
And They’re Talking Frequently
marketing relevant conversations per week per
person
112Source: TalkTrack™, Keller Fay Group, 2011
But Some People Talk More Than Others . . .
112
177
56
116
0
20
40
60
80
100
120
140
160
180
Conversations Brands
Total Influencers
times as many brand conversations per week come
from Influencers2x
McKinsey & Company, 2010
WHERE
The Majority Of WOM Conversations Are Occurring Offline . . .
Online chatroom/blog1%
Other
2%
Face to face71%
Instant Message2%
3%
Phone21%
of WOM conversations are face-to-face71%
Sources: McKinsey & Company 2010; Keller Fay Group, 2011
Conversation Rules.
Everything Else Drools.
WHAT
. . . And Can Be Stimulated By A Brand’s Own Marketing And Media
of brand conversations refer to brand marketing or
media
40%
Source: TalkTrack™, Keller Fay Group, 2011
Websites Company
8%
Point of Purchase
5%
Promotion4%
Other*1%
No MediaReferenced
59%
Advertising15%
Editorial
8%
HOW
• Identify a “Leadership” group• Find the talkers • Give them something
to about • Create the tools to get
the movement started • Allow people to join
the movement • Measure results
talk
Recipe For WOMM Success
CASE STUDY
Goal: Sell more chocolate milk
Insight: Chocolate milk is the best drink to drink after strenuous activity
Insight 2: to reach middle school, sell to high school
High school kids are surly, cynical and
rebellious
Solution: “Coach”
Coaches
Activation
Results
•Consumption increased by 485%•1,000 new points of distribution were added•Created significant national earned media
ESPN Men’s Health LA times
•Dairies added capacity•NFL now co-promotes across the US.
Some other brands we have worked with
. . . but digital continues to grow
© 2010 Experian Information Solutions, Inc.
Fizz’s “Great Truths of WOMM”
• Great products sample, average products advertise so “sample, sample, sample”
• Invite people to sample. Never interrupt or intercept.
• PR is important. It validates WOMM and adds velocity.
• Work with the Influencers you have identified early. Teach them your brand story and they will share.
• Stories are shared if they are:– Interesting– Relevant– Authentic
Measurement
Our preferred measurement for WOMM success: Increased Sales
Face to face
Can:• Capture the vast majority of WOMM conversation• Compare your WOMM share to your competitors.
Great for:• Tracking face to face conversation in close proximity to real time
“Epidemiological”
Can:• Show exact path of message spread• Identify relative valueof specific influencers
Great for:• Developing models for success• Finding “buzz hubs”
E-conversation
Can:• Grasp huge amounts of input• Assemble information very quickly
Great for:• Understanding motivations• Developing metrics• Creating actionable insights