口口相传市场策略.ppt

* WORD OF MOUTH MARKETING CREATING BUZZ NAPA CONSULTING GROUP HOW TO USE WORD-OF-MOUTH MARKETING (WOMM) TECHNIQUES AND SOCIAL MEDIA TO DRIVE GROWTH BY CREATING A POSITIOVE BUZZ AROUND YOUR PRODUCT OR SERVICE. TO APPRECIATE WOMM: FIRST YOU HAVE TO UNDERSTAND WHAT’S BROKEN WITH TRADITIONAL MARKETING. IS YOUR CAMPAIGN HAVING A NEGATIVE IMPACT ON YOUR BRAND? ONLY 18% OF TV ADS GENERATE POSITIVE ROI 84% OF B2B CAMPAIGNS RESULTED IN LOWER SALES 100% INCREASE IN AD SPENDING JUST TO ADD 1% - 2% IN SALES ONLY 14% TRUST ADS 69 % INTERESTED IN AD BLOCKING TECHNOLOGIES TRADITIONAL MARKETING ADVERTISING ADVERTISING CLUTTER MEDIA FRAGMENTATION CONSUMERS TUNED OUT LESS EFFECTIVE MORE EXPENSIVE LESS TRUSTED LOWER ROI WOMM POWER …the JESUS PHONE rocks! ..i got to have an iPhone 1. 2. TWO THIRDS OF U.S. ECONOMONY DRIVEN BY WOM POSITIVE CORRELATION TO BUSINESS GROWTH BRAND ADVOCACY DRIVES BUSINESS GROWTH Harvard study BRAND ADVOCACY EVEN MORE IMPORTANT THAN BRAND IMAGE OR BRAND SATISFACTION Harvard study LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% 91% LIKELY TO BUY ON RECOMMENDATION 92% PREFER WOM RECOMMENDATION BRAND ADVOCATES AVERAGE CUSTOMERS, CLIENTS, CONSUMERS HOMOPHILY HAWTHORNE EFFECT CONVERSATION: DIALOGUE EXPRESSION INVISIBLE NETWORKS LINKS SIX DEGREES OF SEPARATION DIGITAL MEDIA MUCH HIGHER LEVEL OF TRUST HUMILITY WOMM CHARACTERISTICS WOMM = C2C CONVERSATION Consumer-to-consumer conversation TRADITIONAL MARKETING ADVERTISING NOT … BUZZ = INFECTIOUS CHATTER WHAT’S HOT WHAT’S ATTRACTIVE VEHICLE FOR CONTAGION PERSON-TO-PERSON TALKING TALKING BY PHONE SOCIAL MEDIA TOOLS SMS E-MAIL IM BLOGGING VBLOG WRITING CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS WHO ARE NETWORK HUBS LINKS OR NODES SPREAD BUZZ NETWORK A NETWORK B NODE TRUSTED CHANNEL CORRELATION BETWEEN NETWORK HUBS AND EARLY ADOPTERS. A NETWORK OF 100 PEOPLE = 4,950 POSSIBLE LINKS Six degrees of separation concept (a/k/a small world phenomenon) LINKS FUEL DIFFISUION A NETWORK OF 1,000 PEOPLE = 500