Why WOM kicks viral's ass
description
Transcript of Why WOM kicks viral's ass
![Page 1: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/1.jpg)
Clean up your actWhy WOM kicks viral’s ass
![Page 2: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/2.jpg)
What is ‘viral?’
http://farisyakob.typepad.com/
Hmmm… did that help?
![Page 3: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/3.jpg)
“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
![Page 4: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/4.jpg)
@scottgould
![Page 5: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/5.jpg)
@scottgould
![Page 6: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/6.jpg)
VIRAL
WOM
![Page 7: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/7.jpg)
1) Person vs parasite
![Page 8: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/8.jpg)
• 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
![Page 9: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/9.jpg)
2) Relevant vs random
![Page 10: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/10.jpg)
• 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
![Page 11: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/11.jpg)
3) Tailored vs scattergun
![Page 12: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/12.jpg)
3) Tailored vs scattergun
![Page 13: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/13.jpg)
4) Integrated vs stand-alone
![Page 14: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/14.jpg)
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
![Page 15: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/15.jpg)
5) Sustained vs spike
![Page 16: Why WOM kicks viral's ass](https://reader033.fdocuments.net/reader033/viewer/2022061113/545960edb1af9f33608b5450/html5/thumbnails/16.jpg)
?