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The Influence Group hosted the first in an upcoming series of Influence Sessions in Sydney. We were honoured to have Geno Church as our guest to share his stories on how we can inspire people to be passionate and fall madly in love with your brand. Here is Geno's inspiring presentation. Enjoy the passion!
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pollinate Level 6, 8 Hill Street, Surry Hills NSW 2010 tel 02 9356 7500 abn 68 105 673 470
#InfluenceSession
Understanding, Sparking, and Sustaining Word of Mouth Marketing
THE PASSIONCONVERSATION
WE’RE FIXATED ON MIMICKING
BEST PRACTICES
NO PEOPLE, NO SOUL,NO PASSION…
THE PASSION CONVERSATIONIS MISSING
- yoda
unlearnyou must
what you have
learned
THE MARKETING BUSINESSIS THE PEOPLE BUSINESS
and use services.
PEOPLE BUY PRODUCTS
PEOPLE MAKE AN UNKNOWN BRAND KNOWN
PEOPLE WORK TOGETHER TO TURN CAUSES INTO CRUSADES
WE’RE IN THELOVE BUSINESS
PASSION IS ABOUT DESTINY
PASSIONis not something YOU own
IT’S SOMETHING YOU PASS FORWARD AND PASS ON
MARKETERS HAVE ALOVE LANGUAGE PROBLEM
If you understandWHYpeople
TALK you have a greater chance of
PEOPLEsparking to talk about how
YOUfit into their lives.
Then you’ll have a better chance
INSPIRE THEMTO TALK.
of knowing how to
MARKETING IS MATCHMAKING
It’s our role to connect our
CUSTOMERSwith their EMPLOYEES
and CUSTOMERS through
SHARED PASSIONS
MARKETERS DO NOT DECIDE WHAT GETS TALKED ABOUT… PEOPLE DO.
22 PERCENTadvertising only prompts
*SOURCE: KELLER FAY
of all conversation people have about brands, products, and services
WHAT IS WORD OFMOUTH MARKETING?
ANY BUSINESS ACTION THAT
EARNS A RECOMMENDATIONFROM CUSTOMERS
THE BESTWORD OF MOUTH
IS HOW A COMPANY DOES BUSINESS
EVERY SINGLE DAY
Share Information_____________________Factual Knowledge
Nuts &Bolts Stuff
People engage in Functional conversations about brands to get information needed to make decisions and to better interpret the world around them.
_____________________
Show DistinctivenessExpress Individuality
Signal Uniqueness
We’ve all engaged in word of mouth conversations about brands that signal our uniqueness to others…
People can feel better about who they are by talking to others about brands that are as distinctive and interesting as they view themselves.
People engage in Social conversations about brands to impress others, to express uniqueness, and to increase their reputation.
_____________________
Love and HateShock and AweLaughs and Cries
Showing Emotions
Brands that invoke STRONG EMOTIONSare more likely to be TALKED ABOUT. Em
emotional
When we are OVERJOYED,we TELL OTHERS.Em
emotional
Ememotional
When we are DISGUSTED,we TELL OTHERS.
And when we are INDIFFERENT, we DON’T TELL OTHERS.Em
emotional
“Emotions play a large role in driving word of mouth. When a person experiences emotional arousal, they share the experience with others.”
-Jonah Berger Wharton School of Business
Brands are talked about in two conversation channels,the offline channel and the online channel.
Offline conversations are usually with people in personal,one-on-one situations — making it more appropriate to talk
emotionally about matters.
Online conversations are usually with people in more public settings like Facebook and Twitter — thus, making it more of
a channel to broadcast our uniqueness, our expert knowledge, and our passions.
OFFLINE MOTIVATION
GOOD BETTER BEST
ONLINE MOTIVATION
GOOD BETTER BEST
PEOPLEWANT TO CONNECT WITH BRANDS THAT MAKE THEM FELL LESS LIKE CUSTOMERS, CLIENTS, AND NUMBERS
The new world of marketing is personal. It’s not about technology, platforms or social media doodads – it’s about real relationships, real passion and real people. After all, at the end of the day, we’re all in the people business. Understanding passion provides actionable insights that empower marketers to authentically connect with the people who love their brands. These relationships and conversations lead to sharing, because they put people, not the brand, first.
HELLOGENO CHURCHWOM Inspiration Officer@genochurch | [email protected]