why wom kicks viral's ass

Clean up your actWhy WOM kicks viral’s ass

What is ‘viral?’

http://farisyakob.typepad.com/

Hmmm… did that help?

“The only purpose of a virus is to make more of itself”

Eva Hasson, Trendspotting Director, Y&R Interactive Tel Aviv

Photographer: Sebastian Kaulitzki | Agency: Dreamstime.com

@scottgould

@scottgould

VIRAL

WOM

1) Person vs parasite

• Already sophisticated online sites but not attracting peer travel community

• Created STATravelbuzz hub to signpost and amplify, not create, content

• Recruit STA Travellers to tell it like it is, on their own venues

• Ongoing meetups and challenges• Overall WOM doubled, Explorers

responsible for 30% including 3/4 blog content and 2/3 image content

STA Travel

2) Relevant vs random

• 9 influential young online voices take a virtual ‘Awesome Tour of Sydney’

• 477 episodes of WOM, 370,800 engagements , 25 unique venues including Twitter, blogs, image and video sites and forums

• • Voices had a combined daily reach of 86,200 people viewing their content

• • Overwhelmingly positive WOM around Sydney as a tourist destination (34:1 pos/neg)

Tourism New South Wales

3) Tailored vs scattergun

3) Tailored vs scattergun

4) Integrated vs stand-alone

Cust Service PR/Comms Retail POS AdvertisingEmployees

Product/service

Outdoor Sponsorship Digital DM and Email

Billing

Behaviours

Social interfaces

Emotional response

Word of Mouth

Advocacy Detraction

Social interfaces

5) Sustained vs spike

?

Thanks Lets infect each other…

Molly FlattWOM Evangelist

@1000heads@mollyflatt+ 447788746642molly.flatt@1000heads.com