dave balter presentation, fall 2009

The Socializing of Word of Mouth

Tweet what?

Man Groomer

WOM Evolution

The last decade…A long, long, long time…

Bait

(617) 555-3938

Bait

(617) 555-3938

Astro Turfing

Real Time Connections

To your Community (and others!)

At Massive Scale

Social Media has overtaken porn as the #1 media on the Web

X

X

X

July 2008

FAILFAIL

delete 10 of your Facebook friends and get a free Whopper

Scale JackingScale Jacking

The Social Media Guru

Updated Guides concerning endorsements and testimonials in advertising

Bloggers and other reviewers must disclose any payments or free products they receive from advertisers

Mary Engle

The Guides Explained

Mary Engle

The $11,000 Question

You cannot use customer testimonials or endorsements that are atypical

How good are you at monitoring and enforcing the FTC’s Guidelines?

Mary Engle Video

Mary Engle Video

Compliance Assurance Team

Advocate submits Word of Mouth

content

Up to 200 trained experts on staff to read and

review

Data is bucketed and content is scored. Individual discussions are developed

Approved Content: Distributed via social media

1 2

4b

3

Database of Agent Reports

Reports Analyzed:Themes, opinions, actions taken

4a

Mini intermission

Celebrity

1

Value

2

Scarcity

3

Exclusivity

4

4 key social media tools for generating word of mouth

Mary Engle Video

Social Media Tool #1:Generate Celebrity

“I just looked at my followers number and said to myself‘where did all these people come from?’”

Celebrity of Knowledge: “BzzAgent Girl”

Mary Engle Video

Social Media Tool #2: Offer Incredible Value

Mary Engle Video

Social Media Tool #3: Make it Scarce

Mary Engle VideoScarcity: Google Wave

Mary Engle Video

Social Media Tool #4: Provide Exclusivity

My tummyaches…

Ty’s Ten (WOM) Tips

1. Reasonable Price

2. Keep it Secretive

3. Surprise People

4. Limit Production

5. Avoid Large Chains

6. Simplicity

7. Personification

8. Variety

9. Retirements

10. Risk

Ty’s Ten (WOM) Tips

1. Reasonable Price

2. Keep it Secretive

3. Surprise People

4. Limit Production

5. Avoid Large Chains

6. Simplicity

7. Personification

8. Variety

9. Retirements

10. Risk

Thanks!