Pssst... it explains the 3 word of mouth buckets ....heh, you'll never believe this, it actually discusses the 36 reasons why we buzz...wait 'til I tell you, each reason has a mini-brand example...I'm really not kidding and oh yeah, the other great thing, it has a sprinkling of data to satisfy your left brain too...don't believe me, download this yourself...if you like it, all that I ask is that you pass it along to someone who might enjoy it...thanks for your time.

1. The 36 Reasons Why People Word of Mouth © Agent Wildfire Inc. - 2007

2. Word of Mouth - A Higher Form of Marketing Value

3. Setting WOM Wildfires - A Distinct Marketing Approach Different Brand Stories Different Approach To Market Different Audience Different Tactics Different Commun- -ication Different Outputs/ Measures

6. Agent Wildfire - Tapping The Customer’s Three Roles The Need to Engage/Affiliate The Need to Create The Need to Share

7. Agent Wildfire’s Word of Mouth Success Formula W ord O f M outh C ategory & B rand Attributes WOM S tory & I dea WOM E xperience & E ngage-ment WOM T ools To Spread I nfluential Audience = X X X X CB SI EE T I CII

10. What We Buzz About Reasons to Forward an Email: Humour: 78% A Recommendation 50% Involve in a Competition 49% Earn yourself Benefits 15% Raise money for a charity 15% Sex 11% Make you feel appreciated 10% Join a Petition 10% Embarrass them 10% Source: Sharpe Partners/Burston Martsteller

11. Which Flavour of Word of Mouth Would You Choose?…

13. Wiki Brands – Palette Of Tactics TRADITIONAL BRANDING TACTICS WIKI BRANDING TACTICS Openness Dialogue Authenticity Discussion Boards TV Ads Corporate Blog Broadcast Web Site Radio Ads Brand Community Experiential Marketing Sponsorship Podcasts Viral Advertising Wikis Consumer Generated Content Crowd Sourcing Innovation Co-Creation/ User Collaboration Search Engine Marketing Advergaming Customer Advisory Panels Blogger Outreach Virtual Communities Word of Mouth Marketing Influencer/VIP Insider Clubs Press Release Cause Marketing Non-Traditional Advertising Contextual Advertising Email Marketing Private Social Networks Fan Clubs Company Rating Sites Lifestyle Product Placement In-Store Display/POS Advocacy- Driven Vlogs Affiliate Programs Fan Sites Print Ads Viral Marketing Direct Mail Product Seeding Employee Advocacy Programs Mobile Marketing Stunts/ Publicity Beta Testers

14. Why We Word of Mouth?

15. Three Basic Reasons Why Ideas Spread “ It’s Who They Are” “ It’s What You Do” “ It’s Who You Are” 10 Audience Attributes 15 Buzz Firestarters 11 Inescapable Traits

16. The 36 Reasons Why People Word of Mouth #26 - Innovative #27 –Remarkable/ Outrageous #28 – The Best at What You Do #29 – Authentic #30 – Liberating/ Problem Solving #31 - Edgy #32 – Trustworthy #33 – Likable #34 – Easy to Talk About #35 – Ritualistic #36 - Sensory #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/Customization #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cause #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes #1 - Passionate about the topic #2 - Logo Lovers #3 – Knowledge Seekers #4 - Social Brokers #5 – Altruism #6 – Involved/Committed #7 – Feedback Seekers #8 – Ego-driven #9 – Reciprocity Dealers #10 – Self-Expression It’s because of who you are It’s because of what you provide It’s because of them

17. I. It’s Who They Are – The 20-10-1 Rule                   “ A small percentage of your audience is responsible for a majority of your word of mouth” The 20-10-1 Influencer Rule In most markets, your audience comprises of: 20% - Referrers, 10% - Advocates, 1% - Zealots

18. The Law of The Few: “The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.” Malcolm Gladwell, the Tipping Point The Influencers – Word of Mouth Powerbrokers

19. The Influencers – 6 Archetypes 16% of Influencers “ Message Starters” 6% of Influencers “ Message Radar” 16% of Influencers “ Message Sellers” 36% of Influencers “ Message Credibility” 6% of Influencers “ Message Magnets” 19% of Influencers “ Message Spreaders”

20. The Who #1 - Passionate about the topic #2 - Logo Lovers #3 – Knowledge Seekers #4 - Social Brokers #5 – Altruistic #6 – Involved/Committed #7 – Feedback Seekers #8 – Ego-driven #9 – Reciprocity Dealers #10 – Self-Expressives It’s because of them

31. The What #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/Customization #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cry #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes It’s because of what you provide

49. #26 - Innovative #27 –Remarkable/ Outrageous #28 – The Best at What You Do #29 – Authentic #30 – Liberating/ Problem Solving #31 - Edgy #32 – Trustworthy #33 – Likable #34 – Easy to Talk About #35 – Ritualistic #36 - Sensory It’s because of who you are

50. What Makes Stuff Word of Mouth-Able? Agent Wildfire Research Something with which you personally associate 25.7% Innovative 22.5% Exciting 13.1% Solves problems 11.0% Easy to talk about 9.9% New 8.0% Newsworthy 2.9% Exclusive 2.7% Other 2.7% Fashionable 1.3%

62. The 36 Reasons Why People Word of Mouth #26 - Innovative #27 –Remarkable/ Outrageous #28 – The Best at What You Do #29 – Authentic #30 – Liberating/ Problem Solving #31 - Edgy #32 – Trustworthy #33 – Likable #34 – Easy to Talk About #35 – Ritualistic #36 - Sensory #11 – Social Currency #12 – Brand Experience(s) #13 – Fame #14 – VIP Treatment/Customization #15 – Scarcity #16 – Influence #17 – Intimacy #18 – Visibility #19 – Tight Boundaries #20 – Rallying Cause #21 – Rewards #22 – Expertise #23 – Bite-Sized Participation #24 – Network Effects #25 – Memes #1 - Passionate about the topic #2 - Logo Lovers #3 – Knowledge Seekers #4 - Social Brokers #5 – Altruism #6 – Involved/Committed #7 – Feedback Seekers #8 – Ego-driven #9 – Reciprocity Dealers #10 – Self-Expression It’s because of who you are It’s because of what you provide It’s because of them

64. Let’s Put your Word of Mouth on an Accelerator Pedal! Who: Sean Moffitt, President/Chief Evangelist Phone: 647-436-6802 URL: www.AgentWildfire.com Join/Share: www.TheInfluencers.ca Blog: http://BuzzCanuck.typepad.com/ Learn: The Buzz Report (monthly e-newsletter) Sign up at www.AgentWildfire.com