This document discusses the importance of internet word-of-mouth (iWOM) marketing and outlines One Digital's iWOM strategy and process. It notes that most consumers search online forums before purchasing products to understand others' experiences and reduce risk. One Digital's iWOM approach involves establishing objectives, selecting forums, developing a communication framework, creating an iWOM plan, and executing a campaign through engaging posts, comparisons, and evaluation to increase a brand's popularity, educate consumers, and promote campaigns. The strategy aims to convey information while encouraging discussion and avoiding hard sells or bad-mouthing competitors.

1. Word of Mouth for your
brand!

2. Why iWOM is important

3. Attention Interest Search Action Share
Search on the iWOM (Forums)
is the new consumer behavior nowadays!

4. Source: A collaborative Baby Care White paper by GroupM & CIC
Most Netizens search on iWOM (forums)
before they actually purchase DIFFERENT products.

5. Most Netizens search on iWOM (forums)
for the brands!
Having good WOM on internet for your brand is essential!!
Source: A collaborative Baby Care White paper by GroupM & CIC

6. But why consumers check on iWOM

7. Source: A collaborative Baby Care White paper by GroupM & CIC
“Before purchase, checking others’ user
experience can help reduce purchasing risk”

8. How One Digital do iWOM for the client

9. a. Establish
iWOM
Objectives
b. Align on
iWOM
Strategies &
Framework
c. Align on
WOM Plan
d. Execute,
Evaluate &
Optimize
One Digital Methodology

10. a. Establish
iWOM
Objectives
1. Increase the popularity of the brand and its products at CN’s popular
portals
2. Educate the CN’s target audience about the brand’s key benefits
through active interaction
3. Promote any ad-hoc campaign if any
The Brief

11. b. Align on
iWOM
Strategies &
Framework Firstly, iWOM Portal Selection
MMore….

12. b. Align on
iWOM
Strategies &
Framework Secondly, iWOM Communication Framework
This is a simple formula, a combination of 4 factors:
Product
Selling
Points
Lead-in Portal
c. Align on
WOM Plan

13. d. Execute,
Evaluate &
Optimize
Execute – Approaches by One Digital
1. Creative and engaging posting content
– product photos and other relevant photos
2. Comparison and Arguments

14. Please Note: Dos & Don’ts by One Digital

15. • Correct Product/brand Info delivery
• Encourage the discussion from netizens
• Convey the sales promotion message
• Hard-sell the brand/product
• Bad-mouth the competitors
Dos & Don’ts by One Digital

16. For more information, please contact us:
Tel: 3116 2247
Email: info@onedigitalhk.com