O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

Nate Eliott Forrester presentation for WOMMA

532 visualizações

Publicada em

Clever Girls' Response Blog Post: http://clvr.li/1NIn567

Publicada em: Marketing
  • Seja o primeiro a comentar

Nate Eliott Forrester presentation for WOMMA

  1. 1. How to Fix Word of Mouth Nate Elliott, VP and Principal Analyst @nate_elliott November 3, 2015
  2. 2. © 2015 Forrester Research, Inc. Reproduction Prohibited 3 Word of mouth marketing isn’t working.
  3. 3. © 2015 Forrester Research, Inc. Reproduction Prohibited 4 Agenda › WOM marketing isn’t working › The state of the market › How to fix word of mouth
  4. 4. © 2015 Forrester Research, Inc. Reproduction Prohibited 5 Agenda › WOM marketing isn’t working › The state of the market › How to fix word of mouth
  5. 5. © 2015 Forrester Research, Inc. Reproduction Prohibited 6 WOM is a top driver of discovery
  6. 6. © 2015 Forrester Research, Inc. Reproduction Prohibited 7 Word of mouth is trusted
  7. 7. © 2015 Forrester Research, Inc. Reproduction Prohibited 8 WOM generates reach brands can’t
  8. 8. © 2015 Forrester Research, Inc. Reproduction Prohibited 9
  9. 9. © 2015 Forrester Research, Inc. Reproduction Prohibited 10 But word of mouth marketing isn’t working.
  10. 10. © 2015 Forrester Research, Inc. Reproduction Prohibited 11 But word of mouth marketing isn’t working. MARKETING
  11. 11. © 2015 Forrester Research, Inc. Reproduction Prohibited 12 Too many brands post and pray But this does not generate word of mouth
  12. 12. © 2015 Forrester Research, Inc. Reproduction Prohibited 13 Or try to hijack hashtags
  13. 13. © 2015 Forrester Research, Inc. Reproduction Prohibited 14 Mistakes are piling up
  14. 14. © 2015 Forrester Research, Inc. Reproduction Prohibited 15 Mistakes are piling up
  15. 15. © 2015 Forrester Research, Inc. Reproduction Prohibited 16 Mistakes are piling up
  16. 16. © 2015 Forrester Research, Inc. Reproduction Prohibited 17 Mistakes are piling up
  17. 17. © 2015 Forrester Research, Inc. Reproduction Prohibited 18 Brands say it’s not delivering
  18. 18. © 2015 Forrester Research, Inc. Reproduction Prohibited 19 Both marketers and vendors must do better.
  19. 19. © 2015 Forrester Research, Inc. Reproduction Prohibited 20 Agenda › WOM marketing isn’t working › The state of the market › How to fix word of mouth
  20. 20. © 2015 Forrester Research, Inc. Reproduction Prohibited 21 Today, we published a WOMP landscape • WOMP = Word of Mouth Platform • Our vendor landscape reviewed 40 vendors • Each filled out a questionnaire • We interviewed two dozen of them • We also interviewed and collected data from two dozen word of mouth marketers • Including some of the biggest brands in the world
  21. 21. © 2015 Forrester Research, Inc. Reproduction Prohibited 22 Forrester sees three kinds of WOM 1 Customer Advocates Use existing, satisfied customers to spread brand messages. 2 Employee Advocates Use your employee base to spread brand messages. 3 Category Influencers Use people influential among your key audiences to spread brand messages.
  22. 22. © 2015 Forrester Research, Inc. Reproduction Prohibited 23 And we looked at three types of WOMPs 1 Customer Advocacy Platforms 2 Employee Advocacy Platforms 3 Category Influencer Platforms
  23. 23. © 2015 Forrester Research, Inc. Reproduction Prohibited 24 Marketers love to chase influencers
  24. 24. © 2015 Forrester Research, Inc. Reproduction Prohibited 25 But most vendors work on advocacy
  25. 25. © 2015 Forrester Research, Inc. Reproduction Prohibited 26 Vendors focus on activation
  26. 26. © 2015 Forrester Research, Inc. Reproduction Prohibited 27 Social marketers rarely run WOM efforts
  27. 27. © 2015 Forrester Research, Inc. Reproduction Prohibited 28 Measurement is a mess The average WOM vendor offers marketers 8 “success” metrics
  28. 28. © 2015 Forrester Research, Inc. Reproduction Prohibited 29 I asked 14 large brands if they would recommend their WOM vendor to a colleague. Only 4 said they would.
  29. 29. © 2015 Forrester Research, Inc. Reproduction Prohibited 30 Agenda › WOM marketing isn’t working › The state of the market › How to fix word of mouth
  30. 30. © 2015 Forrester Research, Inc. Reproduction Prohibited 31 Marketers have work to do.
  31. 31. © 2015 Forrester Research, Inc. Reproduction Prohibited 32 Fix 1: Marketers must start taking WOM seriously.
  32. 32. © 2015 Forrester Research, Inc. Reproduction Prohibited 33 Resolve to never again post and pray
  33. 33. © 2015 Forrester Research, Inc. Reproduction Prohibited 34 Never again hijack an irrelevant hashtag Wrong Right
  34. 34. © 2015 Forrester Research, Inc. Reproduction Prohibited 35 And for goodness’ sake, put some resources into this strategy • Most marketers we spoke to said they had zero or one person dedicated to WOM. • Only half the marketers we spoke to said they had increased their WOM investment in 2015. • Most marketers I’ve spoken to don’t use any external vendors to help with WOM.
  35. 35. © 2015 Forrester Research, Inc. Reproduction Prohibited 36 But if you fix the vendors, you fix the industry.
  36. 36. © 2015 Forrester Research, Inc. Reproduction Prohibited 37 Fix 2: WOM vendors must offer both advocate and influencer services.
  37. 37. © 2015 Forrester Research, Inc. Reproduction Prohibited 38 Most vendors offer advocacy products
  38. 38. © 2015 Forrester Research, Inc. Reproduction Prohibited 39 But it’s time for WOMPs to consolidate
  39. 39. © 2015 Forrester Research, Inc. Reproduction Prohibited 40 WOM vendors must offer both advocate and influencer services • We’re not looking for end-to-end social suites. • No vendor can do ads, organic, and WOM well. • Clients of end-to-end social suites are less satisfied. • But marketers can’t justify hiring three WOMPs. • The vendors that offer complete WOM services will win the market.
  40. 40. © 2015 Forrester Research, Inc. Reproduction Prohibited 41 Fix 3: WOM vendors must offer useful success metrics.
  41. 41. © 2015 Forrester Research, Inc. Reproduction Prohibited 42 Measurement is a mess
  42. 42. © 2015 Forrester Research, Inc. Reproduction Prohibited 43 WOM vendors must offer useful metrics • Measure business outcomes, not operational metrics like contacts and posts. • Only one-quarter of vendors focus measurement on business outcomes like awareness or sales. • Integrate with the tools marketers trust. • CMOs already use mix modeling and attribution tools; make sure these vendors can use your data.
  43. 43. forrester.com Thank you Name nelliott@forrester.com @nate_elliott

×