Market Mix 2012 - Creating Conversation Worthy Buzz

• Integrity

• Responsibility

• Courage

• Integrity

• Responsibility

• Courage

The act of

sharing something with someone else.

WOMMA

• Integrity

• Responsibility

• Courage

Any business

action that earns a recommendation.

WOMMA

• Integrity

• Responsibility

• Courage

WOMMA

A community of

marketers shaping how

businesses effectively

use WOMM.

• Integrity

• Responsibility

• Courage Be the knowledge expert of the past

and thought leader of the future.

Teach

Advocate

Lead

Know

Serve as the community leader by

recognizing and rewarding great WOMM.

Share tips, tools, techniques and tactics in

approachable, practical ways.

Promote high quality standards,

legislation, and ethical WOMM.

source | Nielsen study (August 2010)

PEMCO Insurance:

V.P. & CMO

WOMMA:

Board of Directors

• Integrity

• Responsibility

• Courage

Brand attributes

Helpful

Relevant Curious

Engaging

Passionate Edgy

Twitter: @NW_Mktg_Guy

Event Hashtag:

#MarketMix

source | Nielsen study (August 2010)

Let’s get connected!

• Integrity

• Responsibility

• Courage

What do you see?

• Integrity

• Responsibility

• Courage

• Integrity

• Responsibility

• Courage

Touchpoint or Talking Point?

Touchpoint: the point of contact, especially

when products or services come

into contact with a customer

• Integrity

• Responsibility

• Courage

Touchpoint or Talking Point?

Talking Point: interesting item for discussion: a

topic, or aspect of something, that

provokes a lot of discussion

• Integrity

• Responsibility

• Courage

Routine or Remarkable?

Routine: the usual sequence for a set of

activities; something that is

unvarying or boringly repetitive

predictable, and monotonous

• Integrity

• Responsibility

• Courage

Routine or Remarkable?

Remarkable: worthy of notice or commenting

on, unusual or exceptional and

able to attract attention

• Integrity

• Responsibility

• Courage

Routine or Remarkable?

• Integrity

• Responsibility

• Courage

Routine or Remarkable?

• Integrity

• Responsibility

• Courage

Routine or Remarkable?

Tuned Pale Ale

• Integrity

• Responsibility

• Courage

Routine or Remarkable?

• Integrity

• Responsibility

• Courage

Word of mouth is the

most powerful form of

marketing there is!

• Integrity

• Responsibility

• Courage

Most Powerful • Builds brands

• Drives Sales

• Sparks Conversations

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)

• Integrity

• Responsibility

• Courage

Power of WOMM

increases as

consumers become

more interconnected.

23% of people’s time

spent on the Internet is on

Social Media websites

source | Nielsen study (August 2010)

Four tools

connecting

relevant

content with

relationships

Four tools

connecting

relevant

content with

relationships

• Integrity

• Responsibility

• Courage

The people who

“link, like, and list”

us are among a

brands most valuable

marketing assets.

• Integrity

• Responsibility

• Courage

The people who

“link, like, and list”

us are among a

brands most valuable

marketing assets.

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

• Integrity

• Responsibility

• Courage

Product – Service - Experience

• Integrity

• Responsibility

• Courage Awareness to Advocacy

Why Recs Matter

• Integrity

• Responsibility

• Courage When “earned” they drive

preference, purchase & referral.

Why Recs Matter

• Integrity

• Responsibility

• Courage

BIG HAIRY AUDACIOUS GOAL

• Integrity

• Responsibility

• Courage

Referral Based Growth

• Integrity

• Responsibility

• Courage

Five Principals: Word of Mouth Marketing

1. Word of Mouth Marketing . . .

Honest and

authentic. Brands to consumers

and consumers to

consumers.

. . . is Credible

2. Word of Mouth Marketing . . .

Listen,

participate,

respond and

engage in conversations

. . . is Social

3. Word of Mouth Marketing . . .

Transparent

& trustworthy Protects privacy

among all parties.

. . . is Respectful

4. Word of Mouth Marketing . . .

Defined,

monitored, & evaluated

. . . is Measurable

5. Word of Mouth Marketing . . .

Easy to share. Over and over.

. . . is Repeatable

54% of US adults identified

old-fashioned Word of Mouth

as most important influencer

of purchase decisions.

source | “Digital Marketer Report, Experian – 2011

• Integrity

• Responsibility

• Courage

Four decisions

every marketer,

every brand

. . . all of us,

can make.

1. Decide to listen

2. Decide to be affected

3. Decide to respond

4. Decide to be engaged

Listening

is a company’s

greatest

opportunity.

Use the

available

search

functions

• Integrity

• Responsibility

• Courage

source | http://www.flickr.com/photos/boudster/3716337113/

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 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!

• Integrity

• Responsibility

• Courage

Social engagement mantra

“PEMCO’s success

depends on the

positive opinion of

people like me.

They listen,

participate,

encourage and

enable me to

share with others.”

source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10

source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10

source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10

Don’t let your first day of social be “not so good”

source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10

• Integrity

• Responsibility

• Courage

Let’s connect!

Twitter:

@NW_Mktg_Guy

Facebook:

Rod Brooks

Linked In:

Rod Brooks

Blog:

www.rodbrooks.com