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Unleash Your Conference Participants,[object Object],To Become,[object Object],Energized ,[object Object],WOM Influencers,[object Object]
Thank You,[object Object]
Define influencers, Mass Connectors & Mass Mavens,[object Object]
Identify four-step process to empower conference attendees,[object Object]
Discuss peer influence & customer satisfaction,[object Object]
United Breaks Guitars,[object Object]
9+ million views ,[object Object], Cost $150,[object Object],250 media interviews,[object Object]
What happened to United?,[object Object],Social Media,[object Object],Positive comments decreased 4%,[object Object],Negative comments increased 3%,[object Object],Traditional Media,[object Object],Positive stories dropped 12%,[object Object],Negative stories increased 5%,[object Object]
We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. The ClueTrain Manifesto,[object Object]
Impressions,[object Object]
Impressions: The number of views people see,[object Object]
Individuals create:,[object Object],256 billion impressionsabout products/services),[object Object]
Individuals create:,[object Object],1.64 billion posts (blog posts, comments, ratings reviews),[object Object],For 250 billion impressions,[object Object]
Equals: Half a trillion U.S. impressions ,[object Object],8 impressions for every person online,[object Object],¼ as many from each other as from online advertisers,[object Object]
Which impressions,[object Object],Do people give more attention?,[object Object]
Word Of Mouth (WOM):,[object Object],Consumers providing information to other consumers,[object Object]
WOM Marketing:,[object Object],Giving people a reason to talk about your products & services,[object Object]
WOM Is,[object Object],The voice of the customer,[object Object],Natural, genuine process,[object Object],People seeking advice from each other,[object Object]
WOM focuses on providing good customer service first,[object Object]
WOM cannot be faked or invented,[object Object]
Four Technologies Creating ,[object Object],Empowered Customers,[object Object],1. Smart phones,[object Object]
Four Technologies Creating ,[object Object],Empowered Customers,[object Object],2. Video,[object Object]
3. Cloud Computing,[object Object],Four Technologies Creating ,[object Object],Empowered Customers,[object Object]
Four Technologies Creating ,[object Object],Empowered customers,[object Object],4. Social Networks,[object Object]
Influencer,[object Object],Person with greater than,[object Object],average reach or WOM impact,[object Object]
3 Types,[object Object],Connectors, Mavens, Sales,[object Object],Tipping Point, Gladwell,[object Object]
2 Types Of Empowered Influencers,[object Object],Mass Connectors, Mass Mavens,[object Object],Forrester Researchers Bernoff & Schadler,[object Object]
Mass Connectors,[object Object],Lots of social network connections,[object Object],11 million people, 205 billion impressions,[object Object],18,600 per connector,[object Object]
Mass Connectors,[object Object],Spreadable content,[object Object],Follow them & Listen to what they say,[object Object]
Mass Mavens,[object Object],Contribute to blogs, discussions, reviews,[object Object],80% of online posts re products & services,[object Object],24 million people, 1.31 billion posts,[object Object]
Mass Mavens,[object Object],Give them exclusive information to share,[object Object]
Event Organizers,[object Object],Need to see individuals as marketing channel,[object Object],& part of the marketing mix,[object Object]
Questions?,[object Object]
Empower Event Attendees,[object Object],IDEA: A 4-Step Plan,[object Object]
I,[object Object],dentify Mass Influencers,[object Object]
I,[object Object],dentify Mass Influencers,[object Object],Alltop.com,[object Object],Boardreader.com,[object Object],Delicious.com,[object Object],Googleblogs.com,[object Object],Klout.com,[object Object]
I,[object Object],dentify Mass Influencers,[object Object],Listorious.com,[object Object],Postrank.com,[object Object],Socialmention.com,[object Object],Twittergrader.com,[object Object],Twitter chats,[object Object],https://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0,[object Object]
D,[object Object],eliver excellent customer service,[object Object]
E,[object Object],mpower with information,[object Object]
A,[object Object],mplify event fans,[object Object]
D,[object Object],eliver excellent customer service,[object Object],Influence happens after sale,[object Object]
Influence happens after sale,[object Object],Is registered attendee:,[object Object],Supported?,[object Object],Empowered?,[object Object],Delighted?,[object Object],Fan?,[object Object],Broadcaster?,[object Object]
Good service creates happiness,[object Object],More touchpoints & more reasons ,[object Object],for customer to feel good ,[object Object],about your organization,[object Object]
Attendees matter more after sale,[object Object],Enough positive customer service,[object Object],= positive WOM,[object Object],& broadcast praises,[object Object]
Engagement Critical,[object Object]
Remember WOM acknowledges,[object Object],Unsatisfied customers are,[object Object],equally as powerful,[object Object]
Define influencers, Mass Connectors & Mass Mavens,[object Object]
Identify four-step process to empower conference attendees,[object Object]
Discuss peer influence & customer satisfaction,[object Object]
Thank you for your time,[object Object]
Resources,[object Object],Empowered by Josh Bernoff & Ted Schadler,[object Object],Edelman 8095 GlobalLiaison Network,[object Object],Forrester’s North American Tehnographics Empowerment Online Survey Q4 2009,[object Object],Images by Stéfan Le Dûunless noted,[object Object],Marketing General 2010 Membership Marketing Report ,[object Object],Syomos,[object Object],WOMMA,[object Object]
jhurt@velvetchainsaw.com,[object Object],velvetchainsaw.com,[object Object],@JeffHurt,[object Object]

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Unleash Your Conference Participants To Become WOM Influencers

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Hinweis der Redaktion

  1. $3,500 Taylor Guitar$1,200 to repairSpent $150 to create the music videoLoaded it onto YoutTube July 2009 25,000 views 1st 24 hours
  2. CNN, Today Show, The ViewWebsite gets 50,000 hits per dayCTV, Canada’s largest private broadcaster, hired him as a songwriter.Got endorsement deal with Carlton
  3. Positive sentiment in social media networks decreased from 34% to 28%. Negative sentiment increased from 22% to 25%. Positive stories in traditional media dropped from 39% to 27% while negative stories increased from 18% to 23%. (data from Syomos) Six months after the story broke, United PR continues to receive requests to talk about the incident.United has since changed its policies. The video is now used in United training. United now monitors social media
  4. Marketers count the number of views people receive. One ad campaign might create seven million impressions. And the costs of that one ad campaign can be in the hundreds of thousands of dollarsUnited Breaks Guitars online video has more than 9 million impressions
  5. Word of Mouth Marketing: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications
  6. 91% Prospective Association Members learn about organization by WOM.67% learn about organization from a colleague.WOM is most effective membership recruitment tool. [Marketing General 2010 Membership Marketing report - http://www.membershipmarketing.blogspot.com/]
  7. WOM can be encouraged & facilitatedempowers others to share experiencesfocuses on providing good customer service firstacknowledges unsatisfied customer is equally powerful
  8. WOM can not befaked or inventedAttempting to fake word of mouth is unethical and creates a backlash, damages the brand, and tarnishes the corporate reputation.
  9. Three out of four consumers in America and four out of five in Western Europe have a mobile phone. Think about these devices as mobile information conduits. 130,000iphone apps as of 10/20/10.
  10. Cisco estimates that by 2013 video will represent 91% of all data flowing over the Internet which is very different than today’s text and graphics medium.In one month in 2009, 100 million Americans watched a total of 6 billion YouTube videos ~ Comscore
  11. These cloud Internet services are accessible anywhere with a login from a web-connected device. The servers, software and storage are in the cloud. Cloud computing enables improved system integration, data exchange and user experience. This is a great tool for attendee collaboration and online customer service.
  12. Social networks have exploded and your event participants can influence their peers, tap their community for information and spread communication–both positive and negative. By 12/09, 59% of all online consumers use social networks.
  13. Define Influencer - Influencer person who has a greater than average reach or impact through word of mouth in a relevant marketplace. 8 in 10 Millennials say they have taken action on behalf of brands they like and trust.9 in 10 U.S. Millennials take action once a week on behalf of bands66% Millennials recommend brand76% Millennials say their family and freidns depend upon their opinions54% Millennials tell family and friends not to purchase products or services41% Millennials boycott an organization32% Millennials post something negative abot a brand in social network29% join community of people who dislike the brandEdelman 8095 Global Liaison Network – Report For Millennials Taking Action Is A Core Value
  14. 7 million are both Mass Connectors and Mass MavensGoogle biased toward content with lots of inbound links like blogs, discussion forums reviews and these end up near top of search rankings. They have opinions and love to spread them.
  15. How to amplify event fans?Get an outside perspective. (Monitor, collect and analyze customer perspectives.)Respond (Create profiles in the places your customers go and reach out to them.)Enable (Give customers tools, content and opportunities to talk about you.)Amplify (Find ways to connect fans to each other, and to the rest of the world.)Change (Help organization leadership learn from fan activity, improve and change for better.)
  16. Old sales funnel: Eyeballs to awareness to consideration to preference to purchase to customer.New marketing funnel continues: Supported to empowered to delighted to fan to broadcaster.