Word of Mouth - Fizz - iStrategy Atlanta
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![People Don’t Trust Advertising . . . don’t believe that companies tell the truth in advertisements 76 % ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Word of Mouth - Fizz - iStrategy Atlanta
- 3. . . .People Trust Others trust other people “like themselves”. Up from 22% in 2003. Source: Edelman Trust Barometer 68 %
- 4. That Trust Extends to Product Advice cite WOM as best source for product ideas. Up from 67% in ’77. Sources: McKinsey & Company (2010), GfK NOP/Roper (2008) 92 %
- 5. Their Recommendations Impact CHOICE . . . Source: Millward Brown, WOM Influence Study, 2011 choose brand solely due to recommendation 19 % I chose the brand solely because of the recommendation I chose the brand partly on the basis of the recommendation I would have chosen the brand regardless I chose a different brand despite this recommendation Personal contacts % Company led % Independent reviews/ press % Blogs/chats/ message boards %
- 6. WHO
- 7. Just About Everyone Is Talking . . . of all Americans talk about at least 1 brand a day (and average 10) 76 % of every conversation in America includes something about a product or service 15 % Source: Northeastern University Source: TalkTrack™, Keller Fay Group, 2011
- 8. And They’re Talking Frequently marketing relevant conversations per week per person 112 Source: TalkTrack™, Keller Fay Group, 2011
- 9. But Some People Talk More Than Others . . . times as many brand conversations per week come from Influencers 2x McKinsey & Company, 2010
- 10. WHERE
- 11. The Majority Of WOM Conversations Are Occurring Offline . . . of WOM conversations are face-to-face 71 % Sources: McKinsey & Company 2010; Keller Fay Group, 2011
- 12. Conversation Rules. Everything Else Drools.
- 13. WHAT
- 14. . . . And Can Be Stimulated By A Brand’s Own Marketing And Media of brand conversations refer to brand marketing or media 40 % Source: TalkTrack™, Keller Fay Group, 2011 Websites Company 8% Point of Purchase 5% Promotion 4% Other* 1% No Media Referenced 59% Advertising 15% Editorial 8%
- 15. HOW
- 17. CASE STUDY
- 19. Goal: Sell more chocolate milk
- 20. Insight: Chocolate milk is the best drink to drink after strenuous activity
- 21. Insight 2: to reach middle school, sell to high school
- 22. High school kids are surly, cynical and rebellious
- 23. Solution: “Coach” Coaches
- 24. Activation
- 26. Some other brands we have worked with
- 27. Ted Wright [email_address] or @fizz_womm 404.638.1066 Thank You
- 28. . . . but digital continues to grow © 2010 Experian Information Solutions, Inc.
Notas del editor
- According to Richard Edelman, CEO and President of Edelman, “We have reached an important juncture, where the lack of trust in established institutions and figures of authority has motivated people to trust their peers as the best sources of information about a company.” As a result, concludes Edelman, “Companies need to move away from sole reliance on top-down messages delivered to elites toward fostering peer-to-peer dialogue among consumer and employees, activating a company’s most credible advocates.”
- And recommendations from personal contacts are regarded as having the greatest influence on brand choice.
- Predict success; Measure velocity; Find new opportunities