Embed Size (px)
DESCRIPTION
Word Of Mouth (WOM) and influencers. Those words may sound like a foreign language or jargon that has nothing to do with event and conference planning. Yet they can have a tremendous impact on your next meeting or event. Do you know how?
Citation preview
Unleash Your Conference Participants
To BecomeEnergized
WOM Influencers
Thank You
1. Define
influencers,
Mass
Connectors
& Mass
Mavens
2. Identify four-step process to empower conference attendees
3. Discuss
peer influence &
customer
satisfaction
United Breaks Guitars
9+ million views
Cost $150250 media interviews
What happened to United?
Social MediaPositive comments decreased 4%Negative comments increased 3%Traditional MediaPositive stories dropped 12%Negative stories increased 5%
We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. The ClueTrain Manifesto
Impressions
Impressions: The number of views people see
Individuals create:256 billion impressions about products/services)
Individuals create:1.64 billion posts (blog posts, comments, ratings reviews)For 250 billion impressions
Equals: Half a trillion U.S. impressions 8 impressions for every person online¼ as many from each other as from online advertisers
Which impressionsDo people give more attention?
Word Of Mouth (WOM):Consumers providing information to other consumers
WOM Marketing:Giving people a reason to talk about your products & services
WOM IsThe voice of the customerNatural, genuine processPeople seeking advice from each other
WOM focuses on providing good customer service first
WOM cannot be faked or invented
Four Technologies Creating Empowered Customers
1. Smart phones
Four Technologies Creating Empowered Customers
2. Video
Four Technologies Creating Empowered Customers
3. Cloud Computing
Four Technologies Creating Empowered customers
4. Social Networks
InfluencerPerson with greater thanaverage reach or WOM impact
3 TypesConnectors, Mavens, SalesTipping Point, Gladwell
2 Types Of Empowered InfluencersMass Connectors, Mass Mavens
Forrester Researchers Bernoff & Schadler
Mass ConnectorsLots of social network connections
11 million people, 205 billion impressions18,600 per connector
Mass ConnectorsSpreadable content
Follow them & Listen to what they say
Mass MavensContribute to blogs, discussions, reviews
24 million people, 1.31 billion posts80% of online posts re products & services
Mass MavensGive them exclusive information to share
Event Organizers
Need to see individuals as marketing channel& part of the marketing mix
Questions?
Empower Event AttendeesIDEA: A 4-Step Plan
I dentify Mass Influencers
I dentify Mass Influencers
Alltop.comBoardreader.comDelicious.comGoogleblogs.comKlout.com
I dentify Mass Influencers
Twittergrader.com
Postrank.comListorious.com
Socialmention.com
Twitter chatshttps://spreadsheets.google.com/ccc?key=ruaz3GZveOsoXUOOt86B3AQ#gid=0
Deliver excellent customer service
E mpower with information
A mplify event fans
Deliver excellent customer service
Influence happens after sale
Influence happens after saleIs registered attendee:
Supported?Empowered?
Delighted?
Fan?
Broadcaster?
Good service creates happinessMore touchpoints & more reasons
about your organizationfor customer to feel good
Attendees matter more after saleEnough positive customer service
= positive WOM& broadcast praises
Engagement Critical
Remember WOM acknowledgesUnsatisfied customers areequally as powerful
1. Define
influencers,
Mass
Connectors
& Mass
Mavens
2. Identify four-step process to empower conference attendees
3. Discuss
peer influence &
customer
satisfaction
Thank you for your time
Resources
Forrester’s North American Tehnographics
Empowerment Online Survey Q4 2009
Syomos
Empowered by Josh Bernoff & Ted Schadler
Marketing General 2010 Membership Marketing Report
WOMMA
Edelman 8095 GlobalLiaison Network
Images by Stéfan Le Dû unless noted
[email protected]@JeffHurt
