Nate Eliott Forrester presentation for WOMMA

How to Fix Word of Mouth
Nate Elliott, VP and Principal Analyst
@nate_elliott
November 3, 2015

© 2015 Forrester Research, Inc. Reproduction Prohibited 3
Word of mouth marketing
isn’t working.

Agenda
› WOM marketing isn’t working
› The state of the market
› How to fix word of mouth

Agenda

WOM is a top driver of discovery

Word of mouth is trusted

WOM generates reach brands can’t

But word of mouth marketing
isn’t working.

But word of mouth marketing
isn’t working.
MARKETING

Too many brands post and pray
But this does not
generate word of
mouth

Or try to hijack hashtags

Mistakes are piling up

Brands say it’s not delivering

Both marketers and
vendors must do better.

Agenda

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

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.

And we looked at three types of WOMPs
1
Customer
Advocacy
Platforms
2
Employee
Advocacy
Platforms
3
Category
Influencer
Platforms

Marketers love to chase influencers

But most vendors work on advocacy

Vendors focus on activation

Social marketers rarely run WOM efforts

Measurement is a mess
The average WOM
vendor offers
marketers 8
“success” metrics

I asked 14 large brands if they
would recommend their WOM
vendor to a colleague.
Only 4 said they would.

Agenda

Marketers have work to do.

Fix 1:
Marketers must start
taking WOM seriously.

Resolve to never again post and pray

Never again hijack an irrelevant hashtag
Wrong Right

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.

But if you fix the vendors,
you fix the industry.

Fix 2:
WOM vendors must offer both
advocate and influencer services.

Most vendors offer advocacy products

But it’s time for WOMPs to consolidate

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.

Fix 3:
WOM vendors must offer
useful success metrics.

Measurement is a mess

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.

forrester.com
Thank you
Name
nelliott@forrester.com
@nate_elliott

Nate Eliott Forrester presentation for WOMMA

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