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Reasons why smart marketers and business leaders need to pay close attention to the voice of the customer as a significant part of their business strategy.
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Creating Conversation Wor thy Buzz
W o r d o f M o u t h M a r k e t i n g
source | Nielsen study (August 2010)
PEMCO: Vice Pres & CMO
WOMMA: Board President
source | Nielsen study (August 2010)
PEMCO: Vice Pres & CMO
WOMMA: Board President
WOMMA advances and advocates for the discipline of credible word of mouth
marketing.
source | Nielsen study (August 2010)
Helping to
create talkable
brands
Learn more at www.womma.org
Twitter: @NW_Mktg_Guy Twitter Hashtag:
#PSAMAss
source | Nielsen study (August 2010)
Spread The
Word!
source | Nielsen study (August 2010)
Social Media
Social Engagement
Social Business
What comes to mind? Hint:
One is noun. One is verb. One is an adjective.
Shows Action
Media Engagement Business
Social
Media Is Sexy!
Social
Engagement
Gets Results
Three Phases of Engaged Relationships
“I know you”
Initial: “I Know You” – Low Engagement 1) Familiar 2) Assessing & Evaluating 3) Consideration
“I like you”
Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met
“I love you”
Mature: “I Love You” – Active Engagement 1) Loyal 2) Relationship based 3) Recommendation behavior
“I defend you”
Mature: “I Defend You” – Active Engagement 1) Affinity 2) Proactive defender 3) Collaborative
93% of US consumers have at least one brand-related conversation face-to-face
every day.
source | Keller Fay & Yahoo! study (June 2010)
45% of US consumers have at least one brand-related
conversation voice-to-voice every day.
source | Keller Fay & Yahoo! study (June 2010)
22% of US consumers have at least one brand-related
conversation online every day.
source | Keller Fay & Yahoo! study (June 2010)
source | Nielsen study (August 2010)
Social Media Voice of the Company
Top-Down Control
Company-Generated Messages
Infrequently Updated
Socially Engaged Voice of the Customer
Bottom-Up Messaging
Consumer-Generated Messages
Continuously Updated
Social Media Voice of the Company
Top-Down Control
Company-Generated Messages
Infrequently Updated
Socially Engaged Voice of the Customer
Bottom-Up Messaging
Consumer-Generated Messages
Continuously Updated
Social Media Voice of the Company
Top-Down Control
Company-Generated Messages
Infrequently Updated
Socially Engaged Voice of the Customer
Bottom-Up Messaging
Consumer-Generated Messages
Continuously Updated
Social Media Voice of the Company
Top-Down Control
Company-Generated Messages
Infrequently Updated
Socially Engaged Voice of the Customer
Bottom-Up Messaging
Consumer-Generated Messages
Continuously Updated
23% of people’s time spent on the Internet is on
Social Media websites
source | Nielsen study (August 2010)
65% are on Twitter 54% are on Facebook 29% use YouTube 33% maintain a blog
2010 – Fortune 100 Companies…
source | Burson-Marsteller & Digital Media Study (February 2010)
source | Burson-Marsteller & Digital Media Study (February 2011)
2011 – Fortune 100 Companies…
77% are on Twitter 61% are on Facebook 57% use YouTube 36% maintain a blog
Fortune 100 firms are tweeting, on average,
25 to 30 times per week
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2010)
84% of Fortune 100 businesses with a Facebook
page are actively using it
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2011)
(NOTE: Up from 59% in 2010)
Fortune 100 firms average 4 updates per week to their
Facebook page
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2010)
“… companies that are both deeply and widely engaged in
social media surpass their peers in
terms of both revenue and profit performance by a significant
difference.”
Social Media is... ONLINE Word of Mouth
54% of US adults identified old-fashioned Word of Mouth as most important influencer
of purchase decisions.
source | “Digital Marketer Report, Experian – 2011
“Never have to advertise for a lead again.” PEMCO’s BHAG: Big Hairy Audacious Goal
XX% of consumers believe companies are untruthful in
their advertising.
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
76% of consumers believe companies are untruthful in
their advertising.
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
Advertised In Reality
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
Advertised In Reality
XX% of global consumers say they
trust recommendations from other consumers
source | Nielsen’s “Trust in Advertising” Report (2007)
78% of global consumers say they
trust recommendations from other consumers
source | Nielsen’s “Trust in Advertising” Report (2007)
source | PEMCO Mutual Insurance Co, “Market Metrics – 2010”
Reason 2001 2002 2005 2007 2008 2009 2010
Price 60% 62% 50% 50% 36% 40% 33%
Referral and/or Recommendation
10% 12% 17% 20% 22% 22% 32%
Liked the agent 15% 11% 9% 9% 9% 9% 13%
Good service 33% 23% 5% 4% 9% 4% 10%
Local company <1% <1% <1% <1% 9% 6% 7%
Referrals as important as price
The typical American mentions specific brand
names 60 times per week in offline & online conversations.
source | Keller Fay “ Talk Track” report (2010)
source | Keller Fay “ Talk Track” report (2009)
XX% of WOM conversations are mostly positive
XX% of WOM conversations are mostly negative
source | Keller Fay “ Talk Track” report (2009)
68% of WOM conversations are mostly positive
8% of WOM conversations are mostly negative
source | http://www.flickr.com/photos/boudster/3716337113/
Public Displays of Affection
22% of US consumers have at least one brand-related conversation online every
day.
source | Keller Fay & Yahoo! study (June 2010)
Public Displays of Affection
source | http://www.flickr.com/photos/
Public Displays of Aggravation
22% of US consumers have at least one brand-related conversation online every
day. Public Displays of Aggravation
67% of companies are using Twitter to respond
to people’s tweets (NOTE: Up from 38% in 2010)
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2011)
Key decision steps to STARTING Word of Mouth
Decide to listen Decide to be affected Decide to respond Decide to be engaged
Consumers are talking about you…
Listening is marketing’s
greatest opportunity.
Listening is your company’s
greatest opportunity.
Use the available
search functions
22% of US consumers have at least one brand-related conversation online every
day. Public Displays of Affection
22% of US consumers have at least one brand-related conversation online every
day. Public Displays of Affection
22% of US consumers have at least one brand-related conversation online every
day. Public Displays of Aggravation
Customer reviews and stories affect operations.
• Start every meeting with a customer story!
Create a place to welcome feedback
Create a place to welcome feedback
Respond with timely appreciation, empathy,
sincerity and authenticity.
“When you hit a wrong note, it’s the next
note that makes it good or bad.”
source | Slide used with permission of John Moore, BrandAutopsy
Two great ways to respond to even the most
challenging assertions.
Thank You and
We’re Sorry
Feb 22nd - 3:18 to Feb 23rd - 4:05 p.m.
24 hours 47 minutes
Sorry!
Use humor that gives, not takes!
Use humor that gives, not takes!
Listen
Participate
Encourage
Enable
Engage at every
touch point
+Partnership
Advocacy requires enterprise commitment
Enabling Engaging Guidelines!
Don’t let your first day of social be “not so good”
source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
Ask before sharing
Identify
yourself
Don’t tell secrets
Speak in the first person
If it gives you pause…
PAUSE!
Remember your day job
Use common sense
Guiding practices and principles
Be thoughtful
Be transparent Avoid confrontation
Add value intelligently
Be insightful
Interact politely
Be a GREAT LISTENER
Reply
courteously
Always be conversational
Online tone and personality
source | Report co-authored by CoTweet and ExactTarget
Top 5 reasons that consumers “LIKE” fan pages
on Facebook
source | Report co-authored by CoTweet and ExactTarget
Number Five: For updates on future projects
source | Report co-authored by CoTweet and ExactTarget
Number Four: To stay informed about
company activities
source | Report co-authored by CoTweet and ExactTarget
Number Three: To get a “freebie”
(samples, coupons, etc)
source | Report co-authored by CoTweet and ExactTarget
Number Two: To show support
for a brand to friends
source | Report co-authored by CoTweet and ExactTarget
Number One: To receive discounts
and promotions
source | Report co-authored by CoTweet and ExactTarget
Five of the most engaging
Facebook status updates
1. Photos 2. Videos 3. Content links 4. Open ended questions 5. Virtual applications
Wo r d o f M o u t h M a r k e t i n g
Final THOUGHTS
Know your talkers Give them something Make it easy to share And always remember…
Word of mouth marketing basics…
to talk about
Adver t i s ing i s the
p r i ce companies pay fo r
BORING products and ser v i ce !
WOMMA can help you too!
www.womma.org Let’s Connect Twitter: @NW_Mktg_Guy Facebook: Rod Brooks Linked In: Rod Brooks Blog: www.rodbrooks.com
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