managing wom

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(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 .

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WOMMA Summit 2006

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Page 1: Managing WOM

(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.

Page 2: Managing WOM

Dan BuczaczerDenuo

Managing WOM

Page 3: 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)

Page 4: Managing WOM

Slide 4

FOLLOW HER

Page 5: Managing WOM

THE PARIS TREATY

USE WHAT YOU’VE GOT

PICK WHERE YOU PARTY

KEEP SCORE

Page 6: Managing WOM

Slide 6

USE WHAT YOU’VE GOT

MEDIAPRCUSTOMER

RELATIONSTRADITIONAL AD

CREATIVEDESIGNPRODUCT

DEVELOPMENTOPERATIONSENTERTAINMENTSPONSORSHIPS

INTERACTIVEEVANGELISTSEVENT MARKETINGBLOGGERSPACKAGINGPROMOTIONSENDORSEMENTSCAUSE MARKETINGPARTNERSHIPSEMPLOYEESINTERNAL

COMMUNICATIONS

Page 7: Managing WOM

Slide 7

USE WHAT YOU’VE GOT

Page 8: Managing WOM

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?

Page 9: Managing WOM

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

Page 10: Managing WOM

Slide 10

DIFFERENT INITIATIVES FOR DIFFERENT OBJECTIVES

THE NIGHT OUT

THE BOY TOY

THE “HOT” MOMENT

THE FEUD

Page 11: Managing WOM

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

Page 12: Managing WOM

Slide 12

KEEP SCORE

Page 13: Managing WOM

THANK YOU

Dan BuczaczerDenuo

[email protected]