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This document describes a leading consumer advocate network that uses word-of-mouth (WOM) marketing to boost brands and products. It has operations in 25 countries, has run over 500 campaigns, and has 450,000 brand ambassadors as members. Research shows that WOM is more trusted than other forms of advertising, and that a single positive WOM impression can drive more sales than paid media. The network aims to amplify the effect of paid media through WOM by 15 times by translating WOM into campaigns through a 4 step process on its unique closed platform of brand ambassadors.
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- 1. WHO The leading consumer advocate network to boost great brands and products WE ARE 25 Countrie s +500 Campaig ns 450.OOO Embassadors Member
- 2. WHO The leading consumer advocate network to boost great brands and products WE ARE 25 Countrie s +500 Campaig ns 450.OOO Embassadors Member OUR Believers
- 3. OUR Believers The leading consumer advocate network to boost great brands and products WHOWE ARE WOM 48% why WOM? trust ads on social networks 62% trust ads on TV 60% trust print ads 48% trust online ads 84% of people trust recommendations from people they know Nielsen Global Trust in Advertising, 2013-20
- 4. WOM Offline Conversations Online Opinions Peer-to-Peer SAMPLING Consumer Insigths & Endorsem ent SEO (Brand reputation) Experience 360º ACTIVATION Offline Online Closed Plataform of Brand Ambassadors
- 5. WOMNew proof of power of WOM WOM impression 1 At least DRIVES SALES more than paid media Source: IRi benchmarks. Results from 527 Marketing Mix Modelling studies. UK
- 6. WOM impression 1 At least DRIVES SALES more than paid media Source: IRi benchmarks. Results from 527 Marketing Mix Modelling studies. UK New proof of power of WOM w o r d o f MOUTH AMPLIFIES The effect of Paid Media by 15X
- 7. HOW WE translate WOM?A 4 STEPS CAMPAIGN
- 8. CAMPAIGNS Unique Platform Earned Media More than 6 Points of Contact Customize each Campaign DIFERENTIATION FACTORS Why we are THE BEST for you
- 9. CASES
Editor's Notes
- #2: We are the most global word-of-mouth marketing agency of the world. Present on 25 countries, with more than 700 campiagns done around the world. The company is presente in brazil for 2 years and a half with an insiders base (number of people registered) of more than 450 Thousand of embassadors. We've worked with several categories of products, activating an unique public with goals of awareness, trial, seeding, online education, etc. Adding more than 20 campaigns in the country.
- #3: We are the most global word-of-mouth marketing agency of the world. Present on 25 countries, with more than 700 campiagns done around the world. The company is presente in brazil for 2 years and a half with an insiders base (number of people registered) of more than 450 Thousand of embassadors. We've worked with several categories of products, activating an unique public with goals of awareness, trial, seeding, online education, etc. Adding more than 20 campaigns in the country.
- #4: Points to highlight: - Credibility: 84% of people trust recommendations from people they know. Media number one in credibility, impact and relevance to consumers. - Traditional media is increasingly losing its credibility with the customers. Today, more and more people tune out when a commercial appear on TV, you know and identify what is advertisement, which was paid. Already the media that open out to the real consumer, has been gaining more and more power, as we can see on facebook, trip advisor, complain here, etc. You have channels where the real opinion of the consumer, without tricks, without cheating.
- #5: The INSIDERS WOM: we activate the brand in a variety of ways both off-line (talks, sampling, experience) and online (social media, photos, reviews, SEO) Engaging these consumers at all points of contact, generating a unique consumer experience on a CLOSED PLATFORM of brand embassadors.
- #8: After setting the target that we want to achieve, we announce the campaign at various points of contact with the Insider, by platform, the blog dedicated to the campaign, newsletters, social media like facebook, twitter and instagram. After we announced the recruitment phase, we select the insiders through the entry survey, that is made 4 hands with the customer, where we decided exactly who we want to achieve. Made the selection, the Insiders will receive a VIP pack in their homes, where they can learn about the product, test and form an objective opinion. Having a complete experience. After a personal experience, they will be ready to talk about the product and share their experience. Offline and online, through social media. At this stage, we encourage them to share these experience through various tools such as blog, WOM Center, newsletters, research, aba testimonies, photos tab, incentive actions, posts on social media (FB, Instagram, twitter, etc.) and extra modules. As we are focused on results, at the end of the campaign we revisit every KPI ´ s promised initially. Focusing always on the reach and impact of the campaign, through the purchase intention, offline reach, online reach, insights, NPS Score. WHAT I WANT ON THIS SLIDE: Here we dont need text. We need to illustrate the 4 steps. 1. select 2. VIP experience 3. conversation 4. KPI´s See on the next slide.
- #9: Unique platform: we have a unique setup platform, that is crucial for you to monitorate/control and influence the insiders that participate on the Campaigns Earned media module: a module that you can measure the campiagn outside the platform in real time through a hashtag. More than 6 points fo contact: Facebook, Blog, Newsletters, Twitter, Instagram, Telephone, Surveys and Word of Mouth Center, incentive actions. Possibility to customize each campaign through over 50 optional modules. You can have a campaign tailored/customized. Talktown: closed brand platform. We create, manage and activate a CRM for the brand.
- #10: Make a skeleton slide to present our cases. Because it will change the focus depending on the category that we're selling. Main points: Problem: Goal: How we did it: Results: