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CGM, WOM, Buzz, consumer to consumer, social media, customer creation, viral marketing
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
Leveraging Consumer Generated MediaHarnessing WOM, Creating Buzz, Initiating Viral Marketing as a Driver of Social Marketing
Presented byAlbert ThompsonPresident, transient identiti
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
Universal TruthCGM as the Trusted Source
Consumers trust CGM and word of mouth far more than any other information source…
Source: Forrester/Intelliseek Research
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
Guiding Principles - CGM
Authentic and truthful with proper disclosure.Unfiltered, unsolicited and outside marketer’s ability to control it.Absent corporate “PR” rhetoric.Characterized by natural and mutual consumer to consumer dialogue.Must incorporate a value exchange.
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
Mandatories for Effective Execution
Creative license to take risks.Continuous seeding of creative concepts and ideas.“Focused” online destination geared to drive user participation and interaction.Plug-in play tools such as send-to-a-friend.Active participation amongst “influencer” set.
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
The Insights from CGM
Understand emerging trends/themes by listening in to consumers’ real-time experiences.Effectively manage a company’s or brand’s reputation by following sentiment as it circulates.Benchmark a product/service/company against major competitors, and use information for competitive advantage.Spur product development, feeding it with immediate real-time feedback, suggestions, alternative-use ideas and product-testing insights.Gather product suggestions, alternate uses and enhancements offered by consumers.Spot damaging issues/rumors quickly many of which originate today on the Internet.Intervene quickly if potential problems are mentioned, circulated or spotted.
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
CGM: New Rules of Engagement
The new media is Social media – Leveraging media outlets that enable and facilitate the interactive exchange amongst prospective customers and the brand.New culture is about customer creation Think Generation C (Content), InfoLust, life Caching,
and Virtual AnthropologyPrefer collaborative engagement through participatory media.Peer-2-Group is the new “network.”
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
Strategic Approach: Story-TellingEffective WOM, Buzz, and Viral Marketing capitalizes on
what iscalled the “curiosity gap” (that addictive pull peopleexperience when their preconceived ideas are challenged
orexploited).
As a form of piecemeal storytelling, the art of WOM, Buzz, and
Viral Marketing is to create seductive entry points into thenarrative…
CGM provides the infrastructure to support a natural outgrowth
of WOM, Buzz, and Viral pass-along to be driven by the influencer segment of a brand’s consumer base.
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
Distinguishing WOM, Viral, and Buzz
WORD OF MOUTH is the most powerful medium on the planet. It’s the actual sharing of an opinion about a product or service between two or more consumers. It’s what happens when people become natural brand advocates. The key to its success: It’s honest and natural.
VIRAL MARKETING is an attempt to deliver a marketing message that spreads quickly and exponentially among consumers. Today, this often comes in the form of an email message or video. It isn’t dishonest or unnatural. At its best, it is word of mouth enabled, and at its worst, it’s just another interruptive marketing message.
BUZZ MARKETING is an event or activity that generates publicity, excitement, and information to the consumer. If buzz is done right, people will write about it, so it essentially becomes a great PR vehicle.
Source: BzzAgent
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
How We Do It
Build User Driven-Content Sharing Branded SitesCreate Pass-Along Tools or Objects Create a Blog Create Viral VideoEstablish a User Community Identify Influencers in Your Database Influence Your Influencers Interact with Bloggers Product Placement/Seeding/Sampling
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
Where We Seed It
Online Discussion BoardsUSENET groupsBlogsConsumer-oriented sitesReview sitesForumsSocial NetworksMicro/NanocommnunitiesIM/SMSListservs
Source: Nielsen Buzzmetrics
Source: Nielsen Buzzmetrics
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
How We Measure It
Nielsen BuzzMetrics is the global measurement standardin Consumer-Generated Media.
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
How We Track It
Example: Buzz for “Men Mental Health”
Word of mouth measurement involves tracking all personal transcripts across the digital landscape….blogs, message boards, forums, social networks, email list-serves, search engines, etc.
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Why CGMSeeding the MarketplaceEngage Metrics
Value Proposition User GeneratedContent
Beyond R/F to Participation
Quantifying theOutcomes
Future WOM, Buzz, Viral Marketing
Utilized as key metrics in brand tracking for market research.Merged into wider marketing mix.Adopted in CRM programs for retention and acquisition.Standardized for ROI metrics.
