icitizen 2008: steve knox
DESCRIPTION
iTalk: Steve Knox—CEO, Tremor Lynchpins of Communication Steve and the crack team at Tremor believe in the power of the influential and have built brands connecting with these elusive individuals using the tools of the social web. Just how much influence do they really offer anyway?TRANSCRIPT
Steve KnoxCEOProcter & Gamble Tremor/Vocalpoint
The Product Adoption Curve
% of P
opulation A
dopting
Innovators
Early Adopters
Early Majority Late Majority Laggards
Connectors Wide and Deep Social Networks
Trend Spreaders, not Trend Setters
The Right Consumer
Word of Mouth AdvocacyBegins with “The Right Consumer”
The Product Adoption Curve
Time
...
Word of Mouth AdvocacyThe Right Message
The Right Message
Word of Mouth AdvocacyThe Right Message
The Right Message
There is a message the consumer wants to HEAR
There is a message the consumer wants to SHARE
Word of Mouth AdvocacyThe Right Message
There is a message the consumer wants to HEAR
There is a message the consumer wants to SHARE
THEY ARE ALWAYS DIFFERENT
The Right Message
Advocacy Factors“Reason to Care”
Does the connector think the product/idea is worth his/her advocacy?
: Exclusivity of Information: Likeability: How New/different: Simplicity
Amplification Factors“Reason to Share”
How likely is it that the product/idea will be talked about within social networks?
: Social Currency: Easy to Talk About: Easy to Observe: Narrow vs. Broad Interest
Word of Mouth AdvocacyThe Right Message
The Right Message
Predictive Testing• Test Word of Mouth Concepts Quantitatively• Compare to over 800 concepts in database
Amplification)
Advocacy
Low
Low High
High
Amplification Issues
High WOMPotential
Advocacy IssuesLow WOM
Potential
The Right MessageThe Right Message
Danger Zone
“Buzz Marketing” (Amplification without Advocacy) Does Not Drive Business Results
Reproduction RateReproduction Rate
Number of People Converted
Probability of Conversion Reach of Message
Number of People Converted
Probability of Conversion Reach of Messagex
Probability Reach Reproduction
.5 2 1.0
.3 4 1.2
.1 6 .6
Reproduction RateReproduction Rate
Number of People Converted
Probability of Conversion Reach of Message
Advocacy Level Influence Level
Frequency Level Total Size of Network
% Receptive to Message
Engagement Level
Some Factors Influencing Reproduction Rate
Some Factors Influencing Reproduction Rate
Psychological Science of Word of Mouth Advocacy
Disruptive Equilibrium
Human mind pre-wired to talk when equilibrium is disrupted. Word of Mouth Advocacy
activates this phenomenon
“Why Do People Share Ideas?”
“Why Do People Share Ideas?”
“Buzz Tactics”
Science of Word of Mouth Advocacy Science of Word of Mouth Advocacy
“Buzz Tactics”
Disruptive Equilibrium
Science of Word of Mouth Advocacy Science of Word of Mouth Advocacy
Science of Word of Mouth Advocacy Science of Word of Mouth Advocacy
“Buzz Tactics”
Disruptive Equilibrium
Brand Foundational Truth
They Must Be Connected!!!!