From Mass to Grass Word of Mouth Conference - Chair Intro Slides (Agent Wildfire & CMA)
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CMA’s 2008 Word of Mouth Conference
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CMA Word of Mouth Conference Introductory Remarks Sean Moffitt, President, Agent Wildfire Inc.
Transcript of From Mass to Grass Word of Mouth Conference - Chair Intro Slides (Agent Wildfire & CMA)
CMA’s 2008 Word of Mouth Conference
Agent Wildfire Key Belief #1– The Power of Word of Mouth “There is only one thing in
the world worse than being talked about, and that is not being talked about.”
Oscar Wilde, The Picture of Dorian Grey
Word of Mouth – What Is It?
• “the authentic & enthusiastic sharing of opinion about a product, service and idea between two or more people”
– Online & offline– Long term & short term– Marketing, media, operations,
innovation & insights effects
ORGANIC (Baked into the brand/product)
• Company with a great cause/culture/mission
• Well-differentiated product that works
• Delivery of a great customer experience
• Beyond-the-call customer service
AMPLIFIED/ORCHESTRATED (Surrounding or
added to the product)
• Marketing-oriented• Research-oriented• Media-oriented• Operation-oriented
The many flavours of amplified word of mouth …
Word of Mouth Marketing Options
Viral
Influencer
Social User-generated Community
Referral/Affiliate
Experiential Buzz Cause-Driven
If 67% of the economy runs on word of mouth,
Why are we spending less than 5% of our money/time trying to get it?
If 80% of companies believe they are giving theircustomers a great experience..
Why do only 8% of our customers say they are getting a great experience?
If there are1,540 people who hear about a problem before one complaint is fielded to management..
Why are we not
making it easierfor our
customers to talk
to us?
If every 7% increase in positive word of mouthor 2% decrease in negative word of mouth leads to 1% business growth.
Why are we not attempting to measure word of mouth ?
If less than 10% of your audience fuels most of your word of mouth activity….
Why don’t we try to find these people ?
If more than 20% of the media we consume is user-generated (and 50% for people under 25) …
Why do we not participate and invest in these spaces?
Overcoming the myths about our industry and the importance of word of mouth…
Word of mouth marketing myths holding companies back
• “Word of mouth is really niche”
• “Word of mouth can’t be tracked”
• “Word of mouth can’t be generated’
• “Word of mouth is too risky”
• “Word of mouth influencers don’t exist”
• “Stealth is required to make word of mouth work”
The Marketers
We like to live and think in packs…
It’s scary to act alone as a marketer…
But it’s getting dangerous to be out there…
Despite the risks, we need to get to otherside …
The smart marketers are making changes…
Some mess up….
- Fake blogs- Bad customer experience- Astroturfing- Shill marketing
But most marketers do just fine…
So you can fight a losing battle…
You can keep hitting your head against the wall
you can be a plain old ….
Or you can listen to your influencers intheir world ….
Start a Conversation…
Embrace and invite your fans and customers to participate..
Turn your back on traditional practices…
Get curious…
Get Noticed and Talked About…
Win some new friends…
Spread the word….
…and live to see a better day
What Will You Learn About Word of Mouth Today
- It Can Be Embedded and Accelerated
-It Works for Wide Range ofCompanies and organizations
- It Has Its Owns Rules
- It Can Be Measured
- It’s a Big Part of the Future
Are You Ready To Become Word of Mouth
Evangelists?
