The document discusses word of mouth marketing and social media engagement. It provides statistics on consumer brand conversations, both offline and online. It also outlines strategies for companies to listen to customer conversations, engage with customers, and empower customer advocacy. The goal is for companies to harness the power of word of mouth by facilitating positive consumer-generated conversations.
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Creating Conversation Worthy Buzz
1. Wor d o
f Mout
Marke h
ting
Creating
Conver s
ation
Wo r t h y
Buzz
2. PEMCO:
Vice Pres & CMO
WOMMA:
Board President
source | Nielsen study (August 2010)
3. PEMCO:
Vice Pres & CMO
WOMMA:
Board President
source | Nielsen study (August 2010)
4. Learn
www more
.wom at
ma.o
rg
WOMMA advances and
advocates for the discipline
of credible word of mouth
ng to marketing.
i le
Help talkab
te
c rea r a n d s
b
source | Nielsen study (August 2010)
5. Twitter: @NW_Mktg_Guy
Twitter Hashtag:
#PSAMAss
d The
rea !
Sp ord
W
source | Nielsen study (August 2010)
6. Social Social Social
Media Engagement
Engagement Business
Business
What comes to mind?
Hint:
One is noun. Shows
Action
One is verb.
One is an adjective.
source | Nielsen study (August 2010)
14. 93% of US consumers have
at least one brand-related
conversation face-to-face
every day.
source | Keller Fay & Yahoo! study (June 2010)
15. 45% of US consumers have
at least one brand-related
conversation voice-to-voice
every day.
source | Keller Fay & Yahoo! study (June 2010)
16. 22% of US consumers have
at least one brand-related
conversation online
every day.
source | Keller Fay & Yahoo! study (June 2010)
17. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated
source | Nielsen study (August 2010)
18. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated
19. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated
20. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated
21. 23% of people’s time
spent on the Internet is on
Social Media websites
source | Nielsen study (August 2010)
22.
23. 2010 – Fortune 100 Companies…
65% are on Twitter
54% are on Facebook
29% use YouTube
33% maintain a blog
source | Burson-Marsteller & Digital Media Study (February 2010)
24. 2011 – Fortune 100 Companies…
77% are on Twitter
61% are on Facebook
57% use YouTube
36% maintain a blog
source | Burson-Marsteller & Digital Media Study (February 2011)
25. Fortune 100 firms are
tweeting, on average,
25 to 30 times per week
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2010)
26. 84% of Fortune 100
businesses with a Facebook
page are actively using it
(NOTE: Up from 59% in 2010)
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2011)
27. Fortune 100 firms average
4 updates per week to their
Facebook page
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2010)
28. “… 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.”
30. 54% of US adults identified
old-fashioned Word of Mouth
as most important influencer
of purchase decisions.
source | “Digital Marketer Report, Experian – 2011
31. “Neve
r ha ve
to adv
ertise
lead a for a
gain.”
PEMCO’s BHAG:
Big Hairy Audacious Goal
32. XX% of consumers believe
companies are untruthful in
their advertising.
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
33. 76% of consumers believe
companies are untruthful in
their advertising.
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
34. Advertised In Reality
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
35. Advertised In Reality
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
36. XX% of global
consumers say they
trust recommendations
from other consumers
source | Nielsen’s “Trust in Advertising” Report (2007)
37. 78% of global
consumers say they
trust recommendations
from other consumers
source | Nielsen’s “Trust in Advertising” Report (2007)
38. Referrals as important as price
Reason 2001 2002 2005 2007 2008 2009 2010
Price 60% 62% 50% 50% 36% 40% 33%
Referral and/or 10% 12% 17% 20% 22% 22% 32%
Recommendation
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%
source | PEMCO Mutual Insurance Co, “Market Metrics – 2010”
39. The typical American
mentions specific brand
names 60 times per week in
offline & online conversations.
source | Keller Fay “ Talk Track” report (2010)
40. XX% of WOM conversations
are mostly positive
XX% of WOM conversations
are mostly negative
source | Keller Fay “ Talk Track” report (2009)
41. 68% of WOM conversations
are mostly positive
8% of WOM conversations
are mostly negative
source | Keller Fay “ Talk Track” report (2009)
42. Public Displays of Affection
source | http://www.flickr.com/photos/boudster/3716337113/
43. 22% of US consumers have
at least one brand-related
conversation online every
day.
Public Displays of Affection
source | Keller Fay & Yahoo! study (June 2010)
45. 22% of US consumers have
at least one brand-related
conversation online every
day.
Public Displays of Aggravation
46. 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)
47. Key dec
ision step
STARTIN
s to
Wo r d o f
Mou
G
th
48. Consumers are talking about you…
Decide to listen
Decide to be affected
Decide to respond
Decide to be engaged
72. Don’t let your first day of social be “not so good”
source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
73. Use common
sense Be thoughtful
GuidIifnit prves
g gi actices
Ask before ayouppancse…
nd ri u iples Don’t tel
l
sharing PAUSE! secrets
Speak Rememb
in the Identify er your
first pe
rson yourself day job
74. Interact Reply
y
politely cour teousl
OnlineBtone
e a and
Be insightful GRpersonSTity
EAT LI al ENE Always b
R conversa e
tional
Avoid nt
confron Be transpare Add valu
e
tation intellige
ntly