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Markets are Conversations – What drives Word-of-Mouth Marketing Today?

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BSI MarketsareConversations – Whatdrives Word-of-Mouth Marketing Today? Luxembourg, 1. July 2010
WHY IS WOM SO CRUCIAL?
TRANSACTION MARKETING
RELATIONSHIP MARKETING
CONSUMERS LEARN!
Transaction Marketing WOM Relationship Marketing C C C B B C 1960 1990 2003 SocialProductbenefit + Emotional Productbenefit + FunctionalProductbenefit Emotional Productbenefit + FunctionalProducbenefit FunctionalProductbenefit
SO WHAT IS WOM?
NO!
NO!
NO!
THIS IS WOM!!!
WOM 1969
WHAT ARE THE DRIVING FORCES?
NETWORKS MOTIVATION
WHO IS THIS?
Connector? Maven? Opinion Leader? Trendsetter? Hub? Influential? Alpha? Bee? Sneezer? Heavy Loyal? Lead-User?
NO WAY!
LIGHT LOYAL:LUCY! Quelle: Brand Science Institute 2008: Exploring The Effects of Weak-Ties on Brand Community Performance
TIE STRENGTH TIE DENSITY „sparse“ network „dense“ network
WHAT MOTIVATES LUCY TO TALK ABOUT BRANDS/PRODUCTS/SERVICES?
Interaction Target Groups Marketing Management WOM Motives Purposive Waste of money Altruism Best of luck Self-Discovery Low product/brand involvement Enjoy Talking (self-assurance) Difficult to control and stimulate SocialEnhancement(emotional/cognitiveincongruence) Potentially powerful Entertainment (information incongruence) Hard to conceptualize
= TREND SPREADER
KEY APPROACHES
1.
INTERRUPTING SCHEMAS
WHAT COMPELS US TO TALK ABOUT AN EXPERIENCE? DISRUPTED EQUILIBRIUM
WHAT COMPELS US TO TALK ABOUT AN EXPERIENCE? DISRUPTED EQUILIBRIUM
2.
CONCEPTUAL BLEND TWO FAMILIAR = UNFAMILIAR = DISRUPTIVE
LET LUCY LOOK BETTER – DISRUPTION/BLENDS ARE KEY TO SOCIAL ENHANCEMENT
TRY TO MEASURE WOM
SELF-REPORT 1-DAY PROXIMITY 15% of all conversations involve brands and products 40% of all conversations are about media Source: MIT Media Lab
INNER OUTER Quelle: Northeastern University
18x 2.7x ?? G0 G1 G2 G3+ Quelle: Northeastern University
WOM CHALLENGES
WHO IS RESPONSIBLE FOR WOM?
FEAR OF THE UNKNOWN
KEY LEARNINGS
UNDERSTAND THE MARKETING-PARADIGM CHANGE FIND THE RIGHT PERSON(S) TO MANAGE WOM IN-HOUSE GET TOP-LEVEL SUPPORT FOR WOM INITIATIVES OBSERVE AND LISTEN TO YOUR CONSUMERS AND THEIR NETWORKS FIRST UNDERSTAND WHAT SCHEMAS ARE AT PLAY DISRUPT SCHEMAS MILDLY/OR FIND BLENDS THAT MAKE SENSE TEST AND VERIFY DISRUPTED SCHEMAS/BLENDS UNTIL YOU REACHED THE TIPPING POINT CONNECT WITH TREND SPREADERS TO ROLL-OUT YOUR DISRUPTED/CONCEPTS AND BLENDS MEASURE THE SUCCESS OF YOUR WOM INITIATIVE

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