word of mouth makes cents
DESCRIPTION
A twist on Earned Media. Where word-of-mouth meets Social Media and how advertisers can take advantage of new technology.TRANSCRIPT
Word-of-Mouth Makes Cents
www.6dcast.com
Confidential. All Rights Reserved.
A little background
why are we here?
Demonstrate how 6Dcast can help you easily engage fans and customers in comprehensive word-of-mouth marketing campaigns and measure the results.
Big Social Site
Profile
Relationships
Birthday
Home Town
Friends
John Doe
What’s on your mind?
John Doe
John Doe
Dee Jones
Can’t wait to see the new spy thriller this Friday. Who’s coming with me? Check out the preview…. ad#:http://bit.ly/link
Looks better than the last one…I’ll be there
Just ran 5 miles! Finally got some comfortable running shoes. I also found a discount … ad#:http://qc.ly/1
You?! 5 miles? It MUST be the shoes…
Clickthrough Ad
Often ignored text with notoriously low response rates. Click here if you actually read this Ad about running shoes …Shoes.com
376 friends
a twist on earned ads
From This
To
Th
is
Let’s talk e-Word-of-Mouth
PLEASE IGNORE
ME!
How many commercial messages have you experienced today?
Only 14% of people trust ads, yet you are exposed to a new one every 2 minutes.
*2009 Nielson Global Online
Which is why even the most targeted ads garner only a 4% response rate.
*Direct Marketing Association Study
Yet few marketers are effectively utilizing Word-of-Mouth.
In the meantime almost 70% of all purchase decisions are influenced by recommendations
*McKinsey Quarterly
And its not like Word-of-Mouth is a new idea.
Only now people write on virtual walls instead of real walls
So Word-of-Mouth has never made such a difference
Because Social Media has put individuals in charge of your marketing message
(whether you like it or not)
Over 20 million blogs
Facebook would be
the 3rd largest country
Last year 1 in 8 married couples met
online
90 trillion e-mails a year
Over 1 billion videos
streamed each day
50 million tweets a day
So Word-of-Mouth = World-of-Mouth
*See appendix for sources
And hosting a facebook page alone no longer qualifies as social media marketing.
It’s the equivalent of shooting a TV commercial . . .
but how do you reach the world?
“Everyone wants to, nobody knows how, and everyone’s surprised it isn’t better!”
The Challenges of e-WOM
1.Measurability2.Volume3.New patterns of
thinking
But now you can easily engage fans and customers in comprehensive word-of-mouth marketing campaigns and measure the results.
how it works
1. Launch
2. Promote
3. Track
4. Reward
1. Launch
how it works
how it works
2. Promote
Each caster has a unique URL & can
broadcast across all social media
Tell Friends & Fans
Tap existing Casters
Clicks
Unique Visitors
Actions
Time Series
Geography
Linking website
3. Track
how it works
With Graphs & Statistics
by:
Caster
IP Address
how it works
4. Reward
An example: Campaign to Download a Free Song
Reserve:900 Downloads
Campaign Budget:
$1,000
Sample Results % of Downloads Payout
Caster 1 . . . 500 Downloads 50% 50% of $1,000 = $500
Caster 2 . . . 300 Downloads 30% 30% of $1,000 = $300
Caster 3 . . . 200 Downloads 20% 20% of $1,000 = $200
how it works
4b. Reward
Non-Monetary Example
Example Caster Name
Example Caster Rank
Example Advertiser Incentive
Jerry S 1 Apple I-pad
Elaine 2 Branded T-shirt
Cosmo K 3 Branded T-shirt
Newman 4 Branded T-shirt
Delores 5 Branded T-shirt
Example 6-25 6-25 Branded coffee mug
Example 26-100 26-100 10% coupon
Example remainder Others 5% Coupon
Benefits
6dcast In House Social
Display Ads
Sponsored Search
Agency Viral
Campaign
Consumer Engagement
Performance Based
Speed and Scale
Automatically Trackable
Comprehensive
Viral upside potential
benefits vs. alternatives
Example budget
Example reserve
Max cost per click
Actual clicks
received
Total Cost to
Advertiser
Caster $$ per click
$1,000 1,000 clicks $1.00 1 $0 $0
500 $0 $0
1,000 $1,000 $1.00
2,000 $1,000 $0.50
5,000 $1,000 $0.20
10,000 $1,000 $0.10
100,000 $1,000 $0.01
ROI
Get Started1. Create a free account at
www.6dcast.com
2. Fund your campaign using PayPal
3. Fill out a simple form to launch a campaign
4. Track your results in real time
SPECIAL OFFER
6 months free to approved Beta Customers who launch an
advertising campaign on the 6Dcast open BETA site on Day 1.
REFERENCES1. 14% of people trust ads – July 2009 Nielson Global Online
2. # of ad impressions/day – Contact Marketing
3. Response Rates to Search – Direct Marketing Association
4. 70% Recommendations – McKinsey Qtrly
5. 1 in 8 couples – Mckinsey Study
6. Facebook users – Facebook.com
7. 20 million blogs – Technorati
8. YouTube videos steamed daily – TechCrunch
9. Tweets per day – TechCrunch
10. 90 Trillion e-mails – Royal Pingdom