bzzagent marktplein dm
DESCRIPTION
TRANSCRIPT
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The word on word of mouth
The word on word of mouth
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CravingCraving
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76% of Purchase
Decisions areBased on WOM
- MediaEdge CIA UK
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HopeHope
Call Me!
RealityReality
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FalloutFallout
GuerillaGuerilla
Two Arrests
Four Criminal Charges
One Senior Resignation
$2MM in fines
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I never recommendedsomething I didn’t like!
HonestyHonesty
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ProcessProcess
SIGN UP AND GET PROFILED
CAMPAIGNINVITATION
EXPERIENCEANDEDUCATION
WOM ACTIVITY
REPORTING,FEEDBACKAPPRECIATIONSUPPORT
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ObeyObey1. Only use “volunteers”2. Always disclose3. No scripting - ever
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Today’s Media
Today’s Media
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IntegrateIntegrate
40% of WOM
interactions include
another media form
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Kissing The FrogKissing The Frog
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Why am I a BzzAgent?
Everyone is a BzzAgent in theory, I am just lucky enough to benefit from
the practice.”- BzzAgent Maria 1234
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PublicPublic
ConversationCatalysts15%
NotCatalysts85%
BzzAgentsBzzAgents
ConversationCatalysts59%
NotCatalysts41%
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“Most of the time buzz is spread by networks and a critical mass of easily influenced people…”
“Focus less on who people influence and more on how people are influenced…”
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Assistant
News Source
Blogger
NeighborDad
Brother
Co-Workers
Co-Workers
Traditional Media targets The Buyer
FriendFriend
Focus WOM Media on Communities of influence
Assistant
News Source
Blogger
NeighborDad
Brother
Co-Workers
Co-Workers
FriendFriend
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1Agent
12Individuals
4.14Individuals
60+Communications
22
ReachReach
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33,000Agents
2,200,000Communications
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2007
SALES
for the entire Sonicare line
INCREASED
21% for the month
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TestTest
ControlControlCleveland
New York
Detroit
Chicago
Atlanta
Hartford
Philadelphia
Boston
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Return on InvestmentReturn on Investment
WOM vs. Sales
100
120
140
160
180
200
Week 0Week 2
Week 4Week 6
Week 8Week 10
Bev
era
ge
Ca
teg
ory
Sa
les
0
400
800
1200
1600
2000
Rep
orted
Rec
eivers (B
zzRep
orts
)
Test Market Sales Control Market Sales Receivers
26%
8%CONTROL
REPORTS
TEST
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G1 Pass Along Rate
17
15
10
47
30
19
Net Promoter Score
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MonetarymarketsMonetarymarketsSocialmarketsSocialmarkets
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Ty’s Ten (WOM) Tips
1. Reasonable Price
2. Keep it Secretive
3. Surprise People
4. Limit Production
5. Avoid Large Chains
6. Simplicity
7. Personification
8. Variety
9. Retirements
10. Risk
Ty’s Ten (WOM) Tips
1. Reasonable Price
2. Keep it Secretive
3. Surprise People
4. Limit Production
5. Avoid Large Chains
6. Simplicity
7. Personification
8. Variety
9. Retirements
10. Risk
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