Download - Howard Parry-Husbands - POI Presentation
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We Sell Conversations
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What is Word of Mouth
• Genuine & honest
• Individual
• Buzz or Advocacy
• The most trustedmedium
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1.Understand Network
2.Who
Influences
3.
Engagement platform
5.Motivat
e to spread
4.Sticky
Messages
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Find the right Influentials in a network
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Recruiting Influentials is a crucial step
• Cascade interviews are a pollinate proprietary technique based on social network theory.
• We need to find guys who are sociable and the connected ‘hub’ of their network
• Guys who organise and arrange the ‘good times’ for their mates
• Guys who are credible – they would be trusted to recommend a new beer....
Top Bloke
We need to understand how recommendation works in the social network and to do these we map social networks
cascade
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+25 ‘Key Social Organisers’ (KSOs) recruited
+Armed with exclusive flip cameras, event tickets and beer cards
+Asked to film their summer
+Supported at their own events
Photo credit: Bourbon Baby
Authentic communication is the only way to utilize the power of influence
Authenticity is crucial
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TED Background
• Part of a broader getting closer to consumers strategy.
• Intrinsically a brand aimed at 18-24 years olds – digital natives.
• Live with them not advertise at them.• TED is a brand owned by the consumer
but custody awarded to LNA.
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Communication Context
• Activity is based around the consumer– 6 beers of sep, 696, uncharted,
festival sponsorship, tedconnected
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The Insights
1. Start with summer locations: a place for people to try new things,
2. Don’t tell people what to do, let them do it in their own way.
3. Online is where they communicate and share but real world is where they experience.
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• Melbourne: 18-24 years olds. • Key social influentials (the people who
organise the others for summer). • Exhaustive face to face research in
Melbourne to discover them. • They need to be found, they won’t find you. • Creators of online content.
The 1% that will influence the 99% offline and online.
Focus on the creators to spread
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Focus on the creators to spread
Our Influentials
Their Friends
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Facebook tags – part of their life
Name withheld
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Facebook tags – authentic conversation
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Incredible Results with online WOM
• Digitally tracked: – 777,000 highly credible brand impressions
• Independent 3rd party research:– early data demonstrates a 12% shift in
adoration for the product in Melbourne.
• Brand impact: Natural branding pieces that are credible among the target market.
• Long-term impact: Adorers for life – harder to get a lover than keep a lover.