1. The Momentum Effect
How Word of Mouth Marketing Builds
Consumer Adoption and Evangelism
Andrew Strickman, Ammo Marketing

2. 14
Percentage of people who trust advertising information
Source: Gallup, 2002

3. 30,000
Number of commercial messages we see every single week
Source: Walter Carl, Northeastern University

4. 4
Number of commercial messages we act on per week
Source: Walter Carl, Northeastern University

5. 1:3
Number of brand, product and service recommendations from
trusted friends we act on weekly
Source: Walter Carl, Northeastern University

6. 65
Percent: proportion of people who believe that they are constantly
bombarded with too much advertising
Source: Yankelovich Partners, 2004

7. Today
• The Evolution of Brand Experience
• The Game Needs Changing
• Never-Ending Friending
• The Momentum Effect
• Who Are Influencers?
• A Few Real-Life Case Stories
7
• The Evolution of Brand Experience
• The Game Needs Changing
• Never-Ending Friending
• The Momentum Effect

8. The Evolution of Brand Experience
Brand
Then
Advertising Purchase
Experience
Key Out take
Brand Experience is the
single most important thing
we can facilitate - online,
Advertising offline, via mobile, virtual
Future
Purchase worlds or branded
experience
Brand And when you deliver brand
Experience experience, you drive
Momentum
8
It takes very little time to demonstrate how consumers’ relationships with brands have evolved dramatically over
the past decade
The old model worked like this
But the new model puts brand experience at the front of the equation — and in so doing disrupts the whole
marketing model
We’ve done a lot of work recently with brands such as Yahoo!, Brown-Forman and KPMG working out WHY this
happens...
Why consumers are suddenly becoming actively engaged with our brands BEFORE they purchase
Key Out take
Brand Experience is the single most important thing we can facilitate - online, offline, via mobile, virtual worlds or
branded experience. And when you deliver brand experience, you drive Momentum

9. The Evolution of Consumer Behavior
• Marketing Model
- Interrupt > Target > Interact > Add Value
• Stories
- Brand Tells > Consumer Chooses > Consumer Interacts > Consumer Tells
• Power
- Brand > Media > Technology > Consumer
• Consumer-Brand Relationship
- Acceptance > Reflection > Participation > Affiliation
9
• Marketing Model: Interrupt > Target > Interact > Add Value
• Stories: Brand Tells > Consumer Chooses > Consumer Interacts > Consumer Tells
• Power: Brand > Media > Technology > Consumer
• Consumer-Brand Relationship: Acceptance > Reflection > Participation > Affiliation
-

10. And where does this all lead?
To Ammo’s latest client: This trio of brand marketers could not figure out why they couldn’t sell any lemonade,
even after they tried to give it away.
As we say a lot, Free has no value anymore. The serious side of this is that -
As consumers relationships with brands has evolved, so have their expectations
A recent study from NOP suggests that whereas the most consumers expected from brands in the past was free
stuff, now, inside knowledge, access and unique experiences related to the brand are valued much more highly
At Ammo we call this ‘social currency’, information, access and experiences — the things that keep Influencers
one step ahead of their peers — and the stuff that generates brand affiliation

11. Has No Value
And where does this all lead?
To Ammo’s latest client: This trio of brand marketers could not figure out why they couldn’t sell any lemonade,
even after they tried to give it away.
As we say a lot, Free has no value anymore. The serious side of this is that -
As consumers relationships with brands has evolved, so have their expectations
A recent study from NOP suggests that whereas the most consumers expected from brands in the past was free
stuff, now, inside knowledge, access and unique experiences related to the brand are valued much more highly
At Ammo we call this ‘social currency’, information, access and experiences — the things that keep Influencers
one step ahead of their peers — and the stuff that generates brand affiliation

12. Adding Value Leads to Brand Affiliation
Brand Experience
?
Adding value to
consumers through Participatory
branded, interactive Media
experiences
Brand Affiliation
11
We know that Brand affiliation is actively sought by today’s consumers, from Coke in China to Nike in the US,
from Halo enthusiasts to Radiohead fans
The question is, how do we, as marketers, engage that affiliation?
The only way to move from brand experience to brand affiliation is through adding value to things consumers
care about, at the relevant times, in the relevant places and in unexpected but relevant ways.
And the most valuable way of doing so is by engaging them in the conversation — online and offline, respectfully
and transparently
Ammo and our parent company Isobar set out to answer that question with a research study co-commissioned
with MySpace earlier this year.

13. Never Ending Friending
Research shows that MySpace, YouTube, and Facebook account for a collective 14% of all time spent online.
The Never Ending Friending study focused on answering the question of whether brands and brand marketing
has a place in the social networking space.
With all that time spent online, we wanted to understand what opportunities existed for brands to develop
relationships with consumers when they were not only available, but when they truly welcomed the connection.
The relationship that brands can develop with Social Networkers has become one of Never-Ending Friending —
taking their relationship with brands in the offline world online and vice versa.

14. Never-Ending Friending: The Facts
• Two-Hour Qualitative Research Sessions with MySpace users
- Three in Los Angeles & Chicago, Two in New York
• Three age groups
- Teens (aged 16-18)
- College Students (20-22)
- Young Adults (25-35)
• Online Quantitative Survey
- 3,000 Respondents
• Teens, College Students, Young Adults
- Social Networkers, MySpace Users, Non-Social Networkers
13
• Two-Hour Qualitative Research Sessions with MySpace users
- Three in Los Angeles & Chicago, Two in New York
• Three age groups
- Teens (aged 16-18)
- College Students (20-22)
- Young Adults (25-35)
• Online Quantitative Survey

15. Never-Ending Friending: The Takeaways
• Consumers are ready and willing to receive your brand’s message and
promise online
• They are willing to embrace the brand as a friend and introduce it to their “real
life” friends
• Your mode of communication and engagement is as important, if not moreso
than the actual value of your brand or product
• While “free” continues to have minimal value, opportunities to pass along
brand connections/experiences to friends in the real world hold great “social
currency” and deep emotional value
• The result of successful brand outreach online leads to what we are calling
The Momentum Effect
14
Consumers are ready and willing to receive your brand’s message and promise online
They are willing to embrace the brand as a friend and introduce it to their “real life” friends
Your mode of communication and engagement is as important, if not moreso than the actual value of your
brand or product
While “free” continues to have minimal value, opportunities to pass along brand connections/experiences to
friends in the real world hold great “social currency” and deep emotional value
The result of successful brand outreach online leads to what we are calling The Momentum Effect

16. The Momentum Effect
Value
15 Time
Back in the “old days...” like, say 1996, marketers spent a bunch of money to reach consumers, and the
minute that spend stopped, the value of it decayed quickly.
Now, however, in the age of participatory media, of the ability to have conversations with your
customers and to allow them the opportunity to create stories about your brand, the value of your
marketing spend only increases over time.
We call that, The Momentum E!ect, and it continues the return on your investment.
When your B2C spend, can take advantage of the engagement of consumers, the value is much greater
than the sum of its parts

17. The Momentum Effect
B2C
Value
D
E
C
A
Y
15 Time
Back in the “old days...” like, say 1996, marketers spent a bunch of money to reach consumers, and the
minute that spend stopped, the value of it decayed quickly.
Now, however, in the age of participatory media, of the ability to have conversations with your
customers and to allow them the opportunity to create stories about your brand, the value of your
marketing spend only increases over time.
We call that, The Momentum E!ect, and it continues the return on your investment.
When your B2C spend, can take advantage of the engagement of consumers, the value is much greater
than the sum of its parts

18. The Momentum Effect
B2C C2C
Value
15 Time
Back in the “old days...” like, say 1996, marketers spent a bunch of money to reach consumers, and the
minute that spend stopped, the value of it decayed quickly.
Now, however, in the age of participatory media, of the ability to have conversations with your
customers and to allow them the opportunity to create stories about your brand, the value of your
marketing spend only increases over time.
We call that, The Momentum E!ect, and it continues the return on your investment.
When your B2C spend, can take advantage of the engagement of consumers, the value is much greater
than the sum of its parts

19. The Momentum Effect
B2C C2C
The
Momentum
Effect
Value
15 Time
Back in the “old days...” like, say 1996, marketers spent a bunch of money to reach consumers, and the
minute that spend stopped, the value of it decayed quickly.
Now, however, in the age of participatory media, of the ability to have conversations with your
customers and to allow them the opportunity to create stories about your brand, the value of your
marketing spend only increases over time.
We call that, The Momentum E!ect, and it continues the return on your investment.
When your B2C spend, can take advantage of the engagement of consumers, the value is much greater
than the sum of its parts

20. Momentum
Beliefs
16

21. Momentum happens as people tell
and evolve stories about a brand
1. Momentum happens as
people tell and evolve stories
about the brand
Word of Mouth is the single fastest growing marketing discipline today.
And the brands that will win in this space are those whose consumers tell the best stories.
Global clients like Coke, Yahoo! And Beam have their own marketing divisions focusing on WOM
According to NOP WOM (Word of Mouth) is ‘the single most important factor in brand decisions today,’
outstripping TV advertising by 30 percentage points, and internet marketing by 54 points.

22. Experience Briefs: Stories and Experience
NEW
OLD What experiences do
What message do I my Influencers seek,
want to communicate and how, uniquely, can
to my consumer so that my brand add value to
they understand my those experiences,
brand so that they desire to
become participants
18
As the myspace study said: ‘friends don’t waste your time - they tell you things you want to know’
In the old world you wrote a creative brief: the objective of the project and a singular message you wanted the
consumer to understand
New world: what experience of value can we create for our consumers that engages them more deeply with us
and allows them to actually take ownership of the brand’s story

23. Value Ingredients
Value of Message
+
Value of Experience
+
Value of Communicator
=
Value of Program
Short Term Long Term
Sales, Awareness, Image Brand relationship
The equation we need to solve, is how to maximize the value of the message with the value of the experience,
amplified by the value of the communicator to demonstrate the value of a marketing program, both in the short
term and the long tearm

24. Momentum cannot happen
without interactivity, period.
It requires at the least
dialogue, and preferably
deep and extended
consumer-brand interaction
Momentum cannot happen without interactivity, period.
It requires at the least dialogue, and preferably deep and extended consumer-brand interaction
But, all interactive media will not be equal in generating Momentum

25. Interactive Momentum Drivers Model
User State
Active Influencer VIP
Creating
Program
Content
Transactional
Shopping Site Contest Entry
Website Using SN Site
Branded Widget Blogging/
Podcast mobile
Search Mo Podcasting
Listening me
IM ntu Interactive IM
m
Experiential
Online Gaming
Website
Addressed Need
Interactive Download
Viral Videos
Banner Content
En
ga
Functional ge
me
Forward Link/
Video/ Content
Entertainment
nt
Information
Gathering
Notice Guerrilla
Activity
Aw
a ren
es
s
Viewing Content Viewing UGC
Watch TV online
Non-Interactive
Banner
21 Passive
Active Entertainment is essential for the development of Momentum.
Because Influencers require Active Entertainment, our integrated marketing campaigns must leverage this
learning to ensure we drive not just awareness and engagement, but real Momentum.

26. Flip the Model
10% quot; 90%
If momentum is so important to the effectiveness of a marketing program then the majority of marketing spend
should be aimed at ensuring momentum
We do that by flipping the model...
This means flipping the marketing mix on it’s head: from 90:10 (traditional to non-traditional) to 10:90 where the
90% is aimed at driving brand interactivity – online (digital) and offline (experiential and Influencer)
(Tell GAP and Yahoo story)
And, it means changing the focus from driving awareness, to driving product and brand experience

27. Flip the Model
10% quot; 90%
If momentum is so important to the effectiveness of a marketing program then the majority of marketing spend
should be aimed at ensuring momentum
We do that by flipping the model...
This means flipping the marketing mix on it’s head: from 90:10 (traditional to non-traditional) to 10:90 where the
90% is aimed at driving brand interactivity – online (digital) and offline (experiential and Influencer)
(Tell GAP and Yahoo story)
And, it means changing the focus from driving awareness, to driving product and brand experience

28. Momentum is not
generated equally by all
people.
Influencers generate a
disproportionate amount
of Momentum.
Momentum is not generated equally by all people.
Influencers generate a disproportionate amount of Momentum.
Research consultancy Keller Fay estimates that INFLUENCERS generate up to ten times the positive WOM vs the
general population

29. Who are Influencers?
The Power of a Few Can Affect A Brand’s Health, Growth and Sales

33. What Makes Influencers Tick?
Mindset for An active approach to life passionate people
Success
Connected Enthusiasm for learning they keep up
Passion for
Life Connections to many people and groups
People
People Clear set of priorities “this matters”
Doers
Strong belief in growth and change
Innerly
Confident
Impact ability to create change
Socially
Altruistic
28 Sources: Ammo Marketing, Influencer Index; Roper
The first step in finding the right influencers for a brand is to understand what makes them tick — what
characteristics do they all share that sets them apart?
In 2004, Ammo conducted research with Highwire Consulting a British business psychology firm to better
understand what drives Influencers, why they are so good at making the right recommendations to the right
people at the right time.
That research fueled the creation of the Influencer Index, a proprietary tool we use to screen large numbers of
potential influencers for enrollment in our programs.
Funnily enough, almost at the same time Ammo was conducting research, Roper NOP was also, and found
parallel characteristics.

34. Understanding Influence
Vocal Peer Uber
Celebrities
Adopters Influencers Influencers
Numbers 1:5 1:10 1:10,000 1:1,000,000
Currency Lifestyle Social Economic Fame
Channels PI Network Informal Work Controlled
Circles Varies Wide, Many Work-based VIP
Knowledge Surface Deep Expert Surface
Use Broadcast Involve Seed Endorse
Person Club-goer Muso DJ Bono
Agency PR Ammo Ammo Prod. Place
29

35. We’re Not The Only Ones Saying This...
30
So, what was the first book to really prove the effectiveness of Influencer Marketing?
“God told him to gather seventy men of the elders of Israel and use them to spread the word to the rest of the
people”
—The Bible
“Simply by finding and reaching those few special people who hold so much social power, we can shape the
course of social epidemics”
—Malcolm Gladwell. The Tipping Point
“This is the bottom line: when Americans make decisions today, it’s a conversation. Before Americans buy, they
talk. And they listen. The first step in the buying process is to ask a friend or family member.. what they think.”
—Jon Berry, The Influentials

36. We’re Not The Only Ones Saying This...
30
So, what was the first book to really prove the effectiveness of Influencer Marketing?
“God told him to gather seventy men of the elders of Israel and use them to spread the word to the rest of the
people”
—The Bible
“Simply by finding and reaching those few special people who hold so much social power, we can shape the
course of social epidemics”
—Malcolm Gladwell. The Tipping Point
“This is the bottom line: when Americans make decisions today, it’s a conversation. Before Americans buy, they
talk. And they listen. The first step in the buying process is to ask a friend or family member.. what they think.”
—Jon Berry, The Influentials

37. We’re Not The Only Ones Saying This...
30
So, what was the first book to really prove the effectiveness of Influencer Marketing?
“God told him to gather seventy men of the elders of Israel and use them to spread the word to the rest of the
people”
—The Bible
“Simply by finding and reaching those few special people who hold so much social power, we can shape the
course of social epidemics”
—Malcolm Gladwell. The Tipping Point
“This is the bottom line: when Americans make decisions today, it’s a conversation. Before Americans buy, they
talk. And they listen. The first step in the buying process is to ask a friend or family member.. what they think.”
—Jon Berry, The Influentials

38. 30,000
So let’s return to some of those numbers from the beginning of
the presentation.
Number of commercial messages we see every single week
Source: Walter Carl, Northeastern University

39. 4
Number of commercial messages we act on per week
Source: Walter Carl, Northeastern University

40. In an Age of overload - who do you listen to?
In an age of increasing media fragmentation, media sophistication and media overload the consumer, eventually
shouts STOP!
With no definitive place to turn, no one trusted source of information - whoever trusts TV commercials these
days? - they revert to the most trusted, most credible sources they know - their friends
And not just any friends, their friends and peers who are, in some way, expert on a particular topic or set of topics
- the Peer Influencers in their social circles

41. 1:3
Number of brand, product and service recommendations from
trusted friends we act on
Source: Walter Carl, Northeastern University

42. Even when surrounded by the same bad brand message over and over, a consumer will take their
trusted friend’s recommendation above all other

43. Word-of-Mouth Can Lead to Brand Advocacy
• 76% of Americans talk about brands in a typical day
• An average of 10 brands are mentioned every day
• 70% of brand mentions include a recommendation
WOM used to be the result of
successful marketing, now it
needs to be planned into the
marketing strategy.
Source: MediaVest Keller Fay Group Study | W-O-M TalkTrack Marketing: Why Everything You Thought You Knew About Buzz is Wrong
36
These facts come from a recent study by Keller Fay regarding the REAL opportunity for word-of-mouth marketing
76% of Americans talk about brands in a typical day
An average of 10 brands are mentioned every day
70% of brand mentions include a recommendation

44. How Do We Define WOM(M)?
WOM COMMON WOMM
Already happens Communicate like Program driven
a consumer
Organic Time-bound
Over time Listen & Show You Listen What do you want
to start?
Do you want Be Transparent
Advocacy
to participate?
Not “perfect science” first, then
Be ready! Amplification
37
Courtesy of the Coca Cola Company
A company that is taking a lead in the exploration of this new frontier is one of the oldest, sturdiest brands in
global marketing history.
Coca Cola uses this slide internally to discuss where the company wants to be
•Digital doesn’t 100% define it; is an enabler

45. Most WOM Is Face-to-Face
72% Of Marketing-Related Conversations Take Place … In-Person
The remainder are:
1. Phone (18%)
2. Email (3%)
3. Instant or Text Message (3%)
4. Online chatroom or blog (1%)
5. Other (3%)
Base: 53,748 Conversations
38
Now this is what I call my “fighting words” slide, especially in the realm of digital marketing.
Currently, research shows that when two consumers have a conversation about a brand, 72% of the time that
conversation happens FACE-to-FACE
Of course their is plenty of digital chatter about brands online, but how much of it is capturable and expandable?
Thankfully, for all of us in this room, that number dropped almost 10 percentage points in the last year, and continues to
slide.
The challenge is: as digital marketers, how can we make more time for our brands to be experienced online and taken
through conversation to the offline world?

46. Getting it Right. Generating Momentum
Right Value - Story + Experience
Right Place - Media
Right Balance - Media Mix
Right People - Influencers
39
Getting it Right. Generating Momentum
Right Value - Story + Experience
Right Place - Media
Right Balance - Media Mix
Right People - Influencers

47. How Do We Get It Right Online?
• Deep understanding of the consumer — their motivations, their process for
selection, their online behavior
• Figure out what matters and add value to existing experiences that amplify
the brand
• Use technology to enable and amplify the conversation — allow consumers
to “badge” themselves in ways that heighten their social currency with those
closest to them
40
Deep understanding of the consumer — their motivations, their process for selection, their online behavior
Figure out what matters and add value to existing experiences that amplify the brand
Use technology to enable and amplify the conversation — allow consumers to “badge” themselves in ways
that heighten their social currency with those closest to them
What Creates Awareness but not Value?
Banner ads
Silly online diversions
Podcasts

48. Interactive Momentum Drivers Model
User State
Active Influencer VIP
Creating
Program
Content
Transactional
Shopping Site Contest Entry
Website Using SN Site
Branded Widget Blogging/
Podcast mobile
Search Mo Podcasting
Listening me
IM ntu Interactive IM
m
Experiential
Online Gaming
Website
Addressed Need
Interactive Download
Viral Videos
Banner Content
En
ga
Functional ge
me
Forward Link/
Video/ Content
Entertainment
nt
Information
Gathering
Notice Guerrilla
Activity
Aw
a ren
es
s
Viewing Content Viewing UGC
Watch TV online
Non-Interactive
Banner
41 Passive
Active Entertainment is essential for the development of Momentum.
Because Influencers require Active Entertainment, our integrated marketing campaigns must leverage this
learning to ensure we drive not just awareness and engagement, but real Momentum.

49. A Few Real Life Case Stories
• The Heidies
• Chambord Influencer Program

51. This year, The Heidies won the Gran Prix at the Cyber Lions at
Cannes.

52. Many of you have probably seen this bottle. I would also wager that you’ve probably had a drink featuring the
deep-flavored black raspberry liqueur from France: perhaps in a Chambord and Champagne or the omnipresent
French Martini.
The 25-year-old brand has long-suffered from a crisis of identity that makes it the most frequently seen, dusty old
bottle on bars across the United States. Bartenders don’t use it because they don’t understand it.
You might be surprised to learn that Chambord is all natural; that it’s made from the finest black raspberries,
madagascar vanilla, moroccan citrus peel and French XO Cognac.
It, in a simple phrase, has a great story to tell
But before Chambord could be marketed to consumers, it had to be embraced by those on the frontlines: the

53. In order to spread this story of quality, refinement and craftsmanship in an effective way, Ammo hired brand
ambassadors in 10 cities across the U.S. to reach out to these Influential bartenders, managers and nightlife
insiders.
The ambassadors were the perfect combination of bartender-empathist,
marketing professional
and outgoing, gregarious Influencer.
Their role was to activate existing social and professional networks to identify and develop a relationship with the
most influential bartenders in their market.

54. Ammo’s mantra has long been “surprising, yet relevant.” We don’t do things the way other agencies do.
Instead of sending a brand ambassador into a bar to conduct a 10-minute brand training session before the start
of a shift, we developed a wholly new, immersive educational experience called The Chambord Sessions.
The function of the Chambord Sessions was to bring small groups of Influencers together to talk about their craft
in a unique environment — either a hotel suite or private loft space that surrounded the experience with the luxury
message the brand is constantly communicating.
During the course of the session, Influencers’ beliefs about the brand were challenged by serving a series of
cocktails that demonstrated the brand’s versatility: no one knew, and everyone was surprised by the delicious
alchemy created when Chambord was paired with bourbon, or tequila or gin.

55. And then, bartenders were set loose in a fully stocked bar-kitchen environment where they were able to bring
their newly-found knowledge to bear on new cocktails, which were captured and have become part of the brand’s
ongoing R&D efforts.

56. Results
• 1,197 Influencer contacts were
reached, versus a pre-program
expectation of 760
• 94% agreed or strongly agreed
Chambord that is a brand that
they would recommend; 73%
agreed or strongly agreed that
they were using it more often
• Volume in accounts covered by
the program increased by
+14%, with re-order rates up by
+17%
49
• 1,197 Influencer contacts were reached, versus a pre-program expectation of 760
• 94% agreed or strongly agreed Chambord that is a brand that they would recommend; 73% agreed or
strongly agreed that they were using it more often
• Volume in accounts covered by the program increased by +14%, with re-order rates up by +17%

58. Thank You!
andrew.strickman@ammomarketing.com