Here are all of the posts tagged ‘Word of Mouth’.
Hands up if you’ve already broken your New Year’s resolution? If you’re anything like me, you probably gave up on your vow to stop eating cake/drinking cocktails/taking unnecessary taxis (delete where applicable) by the time the first day back at work came around.
New Year’s resolutions really can be a bore. Luckily for us, evian has recognised this and instead of focussing on the depressing side of having to give up your favourite things in gloomy January, they’re here to put a smile on our faces. And, as you may have read in Ad Age, we’ve been working with evian to bring their ‘Live young January’ campaign to life by creating a live social hub on Facebook which pulls together all the latest online and offline activity surrounding the campaign.
At the centre of the activity are 31 different ways to help you Live young this month. These range from playing rock, paper, scissors for helping make decisions, to making a den in your living room – for evian, Living young isn’t about age, it’s a mindset. Every day throughout January, we’ve been posting a new way to Live young on the evian UK Facebook wall and, so far, engagement rates have been soaring, showing that the campaign is having great traction amongst the fans. And whilst we’re talking fans, in just 1 week, the Facebook fan base has increased by a whopping 21,000 likes.
To drive further engagement around the campaign on Facebook, Twitter and Instagram, we’re also running a competition giving fans the opportunity to win the ultimate Live young experience – a trip to Lapland to see the Northern Lights. Entrants simply need to submit a photo showing themselves Living young this month for their chance to win.
What’s really great about the Live young January activity, is that it’s truly integrated. We’ve been working as part of a cross-agency team with Havas Worldwide, Mediaedge CIA, Shine Communications and Live and Breathe to bring the campaign to life across all channels. In case you haven’t seen or heard about it, evian brought a giant pink snow-making ‘Live young playground‘ to London last week with the aim of encouraging commuters to find their inner Live young spirit by taking time out to play. There were digital panels on the underground to cheer up the commute and promote the playground, plus, there’s been lots of conversation on Twitter from people enjoying the magic of snow falling around them as they swing.
Of course, we wanted to maximise the reach and conversational buzz around the offline activity online and, with this in mind, we hooked up with a couple of influential bloggers in London and took them on a ‘Live young January’ day to remember. We started at the evian swings in Canary Wharf and gave them goodie bags containing envelopes which enclosed some of the 31 ways to Live young as clues to where we would be taking them throughout the day. From exploring the wonders of Hamley’s toy shop and indulging in a Mad Hatter’s themed afternoon tea, to a karaoke session and a street art graffiti lesson to unlock their creativity; the day was tailored to ensure the bloggers had plenty of Live young content to capture and blog about.
It’s going to be an exciting couple of weeks building on the early results we’ve seen so far. The evian UK ‘Live young January’ campaign is live until, well…er, the end of January (!), so if, like me, you’re not always the best at sticking to those month long New Year resolutions, why not forget about taking yourself too seriously and aim to do a daily Live young challenge instead?
Happy New Year!
Good news has arrived from the The Word of Mouth Marketing Association Summit in Las Vegas. The WOMMY Awards have been announced, and we’re proud to say we picked up a Gold in the Innovation category and a Silver in the Introduction category for our Marmarati campaign for Unilever. Our congratulations go to all of the other winners!
Mobile technology is making every experience both digital and social. That means that the experiences that we previously thought of as happening “off line” now play by the same rules as online experiences. The same principles that make things spread online now need to be applied to real world experiences to help them spread in the digital space.
Our friend Nick Burcher, Head of Products / Partnerships EMEA at Publicis’ VivaKi, drew me a diagram last time we caught up for coffee outlining his social media world view, which he’s since written up. I think it’s a valuable perspective (although there is something missing, which I’ll come to below):
Traditionally marketing efforts have focussed around ‘The Destination.’ Ad space is bought to push people to a main site / microsite and this could be anything from Paid Search to TV to Print. It’s all about ‘go here now!’ There is a direct correlation between ad spend and ‘Destination’ traffic. Generally increase in ad spend = increase in traffic and decreasing ad spend results in decreasing traffic.
This is changing though. New ‘Destinations’ are being created, it’s no longer just a main site or a microsite. Facebook Fan Pages are being used as an activity hub with paid ads driving traffic. Alternatively the Destination could be a YouTube channel or other social platform.
The social web is also providing new traffic driving opportunities eg Facebook Engagement ads, sponsored Diggs or socialmedia.com social banners but the biggest change to the internet landscape though is the emergence of ‘The Conversation.’
Web 1.0 was a one way street. Users went to a site and consumed information and advertisers served messages somewhere along the way. The publisher published, the consumer consumed, the advertiser advertised . On the social web the distinctions between these three areas have all blurred and changed marketing forever.
If advertisers can successfully participate in the Conversation then it becomes less about paid pushing. The Conversation is about engaging rather than broadcasting, and if done successfully it changes the equation. Instead of having to pay to recruit every visit, consumers can be co-opted as brand ambassadors who then will freely relay the advertiser message with consequent Destination traffic the result.
Activity targeting the Conversation needs this ‘kickstart’ to give it initial momentum. This is where new disciplines like blogger outreach and video seeding come in. This is where marketers need to think of taking content to the consumer, rather than expecting consumers to come to them – and make it easy to share using ‘Blog This’ buttons, Facebook Connect and more.
Nick is right to point that it’s no longer just about ad spend, that Destinations no longer need to be microsites (if they ever did), that the Conversation is about engaging rather than broadcasting, and that traffic can flow from the Destination to the Conversation. But what the model doesn’t take account of, is the fact that it’s the Conversation, not the Destination, that’s important, and that in some cases there doesn’t need to be a Destination.
The Conversation itself sometimes can fulfill your business or marketing objectives without reference to a Destination, creating demand by driving awareness, consideration and/or engagement through far-reaching word of mouth – whether that be through simply getting the product into the hands of bloggers and generating reviews, through viral seeding where the vast majority of the video views happen out there in the conversation cloud or through a myriad of other ways.
More progressively (and effectively), you still have a Destination, but it’s designed to facilitate, support and amplify the Conversation, and success is measured not in traffic to the Destination, but in the reach, sentiment and engagement with the Conversation itself.
So I’ve been banging on about the death of the microsite for quite a while, but I’d never spent the time to fully articulate my position.
When Contagious magazine offered me the opportunity to articulate it to the world at large, I jumped at the chance. Although only normally available to their subscribers, they’ve kindly made my article available as a PDF (the article itself is on page 5).
The rise of the real time web
What have you done online in the past week? How many microsites did you visit? How many branded Flash animations did you watch? Calculate the mean answer for the entire country and you’ll probably arrive at a figure close to zero. Read on
If my post on the purchase funnel and the consumer decision journey was a little too academic for you, then meet Dave, and follow his idealised journey from initial consideration to becoming an advocate:
Nielsen’s latest Global Online Consumer Survey confirms that people trust other people more than they trust advertising. As Jonathan Carson explains on the Nielsen blog:
The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly.
It’s not surprising that people trust the opinions of people they already know – it’s why word of mouth marketing is so powerful. But as the graph below shows, the trust in online word of mouth is significant. Globally, 70% of people trust consumer opinions posted online, and the same proportion trust a brand’s own website.
Good news for those who are investing in websites? Well, when you consider the ways that sites often try to drive traffic, you’ll notice these types of activity appear very low down the list.
It’s quite striking that online word of mouth acheives much higher trust than all other online-specifc activity. Opt-in emails (also known as ‘bacn’) are only trusted by just over half of us, and only one third of people trusting online banner advertising – though average click-through rates (0.1% in the US according to Doubleclick) indicate how successful they are at delivering people to their intended destination.
We’ve been building websites that allow consumer opinions to be posted (also known as blogs!) for some of our clients, as well as helping to increase online conversations about them, so we’re pleased to see even more evidence from Nielsen that this is a valuable thing to do.