dave balter on social marketing and word of mouth, april 2011
DESCRIPTION
Dave Balter, CEO of BzzAgent, Spring 2011 Speech. http://www.about.me/davebalterTRANSCRIPT
![Page 1: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/1.jpg)
Advocacyin a Social World
#BzzAgent@davebalter
#BzzAgent@davebalter
![Page 2: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/2.jpg)
Man Groomer
![Page 3: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/3.jpg)
The Evolution of Word of Mouth
A long, long, long time…
![Page 4: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/4.jpg)
The last decade…
• Outposts• New connections• Always on
• Real-time• Your Weak Ties • Scale
Social Marketing
![Page 5: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/5.jpg)
Social Media has overtaken porn as the #1 media on the Web
![Page 6: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/6.jpg)
Coca Cola spent roughly
on advertising last year$2.44 billion
![Page 7: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/7.jpg)
“While TV is still an important medium for promoting our brands, many of our recent advertising campaigns and promotions have also utilized online facilities such as
Facebook and YouTube more”
-6.6% = $121M
![Page 8: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/8.jpg)
The Social cycle
1. The experiences
2. The platforms
3. The advocates
![Page 9: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/9.jpg)
The EXPERIENCES
![Page 10: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/10.jpg)
![Page 11: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/11.jpg)
![Page 12: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/12.jpg)
![Page 13: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/13.jpg)
Viral COEFFICIENT
![Page 14: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/14.jpg)
![Page 15: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/15.jpg)
Threewords.meGod.com
Satan.com
![Page 16: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/16.jpg)
100,000 to 4,000,000users in 15 months
![Page 17: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/17.jpg)
The PLATFORMS
![Page 18: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/18.jpg)
![Page 19: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/19.jpg)
X
X
X
July 2008
![Page 20: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/20.jpg)
20
2005 2006 2007 NOV. 2009 DEC. 2009 APRIL 2010
No personal information will be available
…limit the information displayed
…unless you alter your privacy settings.
The default privacy setting is set to “everyone.”
Therefore do nothave privacy settings.
Access toGeneral Information about you.
Facebook PRIVACY POLICY
![Page 21: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/21.jpg)
![Page 22: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/22.jpg)
The ADVOCATES
![Page 23: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/23.jpg)
![Page 24: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/24.jpg)
![Page 25: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/25.jpg)
The Tipping Point + The Social Media Network
connectorconnects people to
each other
mavenconnects people through
sharing knowledge
salesmanuses knowledge to engage
and persuade
![Page 26: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/26.jpg)
The Tipping Point + The Social Media Network
connectorconnects people to
each other
mavenconnects people through
sharing knowledge
salesmanuses knowledge to engage
and persuade
Tipping Point was “Influence 1.0”
Influence 2.0“Topic” StateBehavior is Not StaticTracked By Our Social Behaviors
![Page 27: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/27.jpg)
![Page 28: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/28.jpg)
![Page 29: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/29.jpg)
Source: Jakob Nielsen, Participation Inequality: Encouraging More Users to Participate
1% CREATORS
9% EDITORS
90% AUDIENCE
![Page 30: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/30.jpg)
Source: Jakob Nielsen, Participation Inequality: Encouraging More Users to Participate
1% CREATORS
9% EDITORS
90% AUDIENCE
Heed the 1% Rule
Over 50% of all the Wikipedia
edits are done by just .7% of the
users … 524 people.
Over 50% of all the Wikipedia
edits are done by just .7% of the
users … 524 people.
167,113 of Amazon’s book reviews were
contributed by just a few “top-100″ reviewers.
167,113 of Amazon’s book reviews were
contributed by just a few “top-100″ reviewers.
25M users of Facebook Causes App…185,000
donations: .7%
25M users of Facebook Causes App…185,000
donations: .7%
![Page 31: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/31.jpg)
4 Methods forCREATING ADVOCATES
![Page 32: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/32.jpg)
![Page 33: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/33.jpg)
![Page 34: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/34.jpg)
![Page 35: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/35.jpg)
METHOD #1:
Generate Status
![Page 36: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/36.jpg)
![Page 37: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/37.jpg)
“I just looked at my followers number and said to myself‘where did all these people come from?’ ”
![Page 38: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/38.jpg)
![Page 39: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/39.jpg)
![Page 40: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/40.jpg)
Welcome to the Social Media Boy Scouts
![Page 41: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/41.jpg)
Farmville
![Page 42: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/42.jpg)
Farmville
![Page 43: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/43.jpg)
Farmville
North of 80 Million Users
17 Million Daily Active Users
North of 80 Million Users
17 Million Daily Active Users
![Page 44: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/44.jpg)
METHOD #2:
Offer Incredible Value
![Page 45: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/45.jpg)
![Page 46: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/46.jpg)
![Page 47: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/47.jpg)
![Page 48: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/48.jpg)
![Page 49: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/49.jpg)
![Page 50: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/50.jpg)
![Page 51: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/51.jpg)
METHOD #3:
Make it Scarce
![Page 52: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/52.jpg)
![Page 53: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/53.jpg)
![Page 54: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/54.jpg)
![Page 55: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/55.jpg)
PATTY: BONELESS PORK (PORK, WATER, SALT, DEXTROSE, CITRIC ACID, BHA, TBHQ).
SAUCE: WATER, HIGH FRUCTOSE CORN SYRUP, TOMATO PASTE, DISTILLED VINEGAR, MOLASSES, NATURAL SMOKE FLAVOR, MODIFIED FOOD STARCH, SALT, SUGAR, SOYBEAN OIL, SPICES, ONION*, MUSTARD FLOUR, GARLIC *, XANTHAN GUM, CARAMEL COLOR, SODIUM BENZOATE (PRESERVATIVE), NATURAL FLAVOR (VEGETABLE SOURCE), CORN OIL. *DEHYDRATED PICKLE SLICES
BUN: FLOUR (WHEAT FLOUR BLEACHED AND ENRICHED WITH THIAMINE, RIBOFLAVIN, NIACIN, IRON, FOLIC ACID, MALTED BARLEY FLOUR), WATER, HIGH FRUCTOSE CORN SYRUP, YEAST, VEGETABLE OIL (PARTIALLY HYDROGENATED SOYBEAN OIL, COTTONSEED OIL). CONTAINS 2 PERCENT OR LESS OF DEXTROSE, FUMARIC ACID, CALCIUM SULPHATE, SALT, ACETIC ACID, SOY FLOUR, MONOCALCIUM PHOSPHATE, AMMONIUM SULPHATE, CORNSTARCH, FUNGAL PROTEASE, NATURAL CULTURE, AMMONIUM CHLORIDE, ASCORBIC ACID, AZODICARBOMIDE, MONO- AND DIGLYCERIDES, PROPIONIC ACID, PHOSPHORIC ACID, CORN FLOUR, CALCIUM PEROXIDE, CALCIUM PROPIONATE, DICETYL TARTARIC ACID ESTERS OF MONO- AND DIGLYCERIDES, ETHOXYLATED MONO- AND DIGLYCERIDES.
What Am I Eating?
![Page 56: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/56.jpg)
McRib Nutritonal Info 490 calories, 220 calories from fat, 25 g fat, 8 g saturated fat, 75 mg cholesterol, 1040 mb sodium, 44 g carbohydrates, 2 g fiber,
24 g protein, 11 g sugars.
What Am I Eating?
![Page 57: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/57.jpg)
![Page 58: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/58.jpg)
![Page 59: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/59.jpg)
METHOD #4:
Provide Exclusivity(or Access)
![Page 60: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/60.jpg)
![Page 61: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/61.jpg)
![Page 62: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/62.jpg)
![Page 63: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/63.jpg)
![Page 64: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/64.jpg)
![Page 65: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/65.jpg)
What’s Happening On Quora?
Facebook co-founder Dustin Moskovitzoffers his opinion of the movie The Social Network.
Google Images product manager Nate Smithexplains how color image search works.
Foursquare's head of business developmenttalks about what it's like to work for founder Dennis Crowley..
AOL co-founder Steve Caseanswers how much it cost to mail everyone those CDs back in the 1990s.
![Page 66: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/66.jpg)
$121,000,000
![Page 67: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/67.jpg)
BzzAgent Proprietary & Confidential 2011
Statistical Analysis of marketing efforts
![Page 68: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/68.jpg)
BzzAgent Proprietary & Confidential 2011
Statistical Analysis of marketing efforts
![Page 69: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/69.jpg)
BzzAgent Proprietary & Confidential 2011
Statistical Analysis of marketing efforts
![Page 70: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/70.jpg)
Shopper marketing data can be fed into the development and optimization of social media programs.
Social media the new “starting point” for consumer engagement
Traditional media informs and reminds post social dialogue
Measure social media spend against loyalty card behaviors
Use to develop effectiveshopper marketing programs
SOCIAL MEDIA & PEER INFLUENCE
RADIO PRINT
TV
OUTDOOR
DIGITAL
MAGAZINE
MARKETING PROGRAMS
![Page 71: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/71.jpg)
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. Personalization
8. Variety
9. Retirements
10. Risk
![Page 72: Dave Balter on Social Marketing and Word of Mouth, April 2011](https://reader033.vdocument.in/reader033/viewer/2022061110/545031d4af79597e078b8b9b/html5/thumbnails/72.jpg)
Thank You
About.me/davebalterAbout.me/davebalter