managing wom
DESCRIPTION
WOMMA Summit 2006TRANSCRIPT
(c) 2006 Word of Mouth Marketing Association. You may share this presentation if it is not altered in any way.
Learn more about WOMMA and how we can help you improve your word of mouth marketing program at www.womma.org.
Dan BuczaczerDenuo
Managing WOM
Slide 3
YOU’VE ALREADY HEARD THE FOLLOWING…
• WOM works. More powerful than everything else
• Consumer Generated Content is important
• The Long Tail holds the key to your future
• Social Networks are reinventing the Internet
• How to Build Buzz (in 3 easy steps)
Slide 4
FOLLOW HER
THE PARIS TREATY
USE WHAT YOU’VE GOT
PICK WHERE YOU PARTY
KEEP SCORE
Slide 6
USE WHAT YOU’VE GOT
MEDIAPRCUSTOMER
RELATIONSTRADITIONAL AD
CREATIVEDESIGNPRODUCT
DEVELOPMENTOPERATIONSENTERTAINMENTSPONSORSHIPS
INTERACTIVEEVANGELISTSEVENT MARKETINGBLOGGERSPACKAGINGPROMOTIONSENDORSEMENTSCAUSE MARKETINGPARTNERSHIPSEMPLOYEESINTERNAL
COMMUNICATIONS
Slide 7
USE WHAT YOU’VE GOT
Slide 8
PICK WHERE YOU PARTY
WHAT ARE YOU TRYING TO ACCOMPLISH?
HOW DOES IT FIT YOUR LARGER BUSINESS OBJECTIVES?
WHAT IS CURRENT SITUATION FOR YOUR BRAND/ CATEGORY?
HOW READY IS YOUR ORGANIZATION?
HOW WOULD YOU DEFINE SUCCESS?
Slide 9
1. Category dynamics• How important is a personal recommendation on taking an action?• How much buzz exists in the category?
2. Conversation map• What specific topics are people talking about and what impact do those topics have on trial?
3. Advocacy dynamics• Versus the competitive set, how many net promoters does my brand have?• What is the distribution of “promotership”?
4. Influencer dynamics• For this category, who are the influencers?• How many exist and what are their media habits?
5. Conversation dynamics• Where do the conversations occur, with whom, when/how frequently, how do they occur, and from
where are they inspired?
6. Brand recommendations• What should you do about it?
S O C I A L I G H TA tool to help assess WOM potential
Slide 10
DIFFERENT INITIATIVES FOR DIFFERENT OBJECTIVES
THE NIGHT OUT
THE BOY TOY
THE “HOT” MOMENT
THE FEUD
Slide 11
KEEP SCORE
SET METRICS BASED ON OBJECTIVES
THINK SHORT-TERM AND LONG-TERM
CONSIDER QUANTITATIVE AND QUALITATIVE
INCORPORATE INTO ONGOING MEASUREMENT
S O C I A L I G H T
Slide 12
KEEP SCORE