why wom kicks viral's ass
DESCRIPTION
Molly presented this at CIMTIG event 'Viral Marketing: the good, the bad and the ugly' on 26th April 2010.TRANSCRIPT
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
?
