pollinate Level 6, 8 Hill Street, Surry Hills NSW 2010 tel 02 9356 7500 abn 68 105 673 470

#InfluenceSession

Understanding, Sparking, and Sustaining Word of Mouth Marketing

THE PASSIONCONVERSATION

WE’RE FIXATED ON MIMICKING

BEST PRACTICES

NO PEOPLE, NO SOUL,NO PASSION…

THE PASSION CONVERSATIONIS MISSING

- yoda

unlearnyou must

what you have

learned

THE MARKETING BUSINESSIS THE PEOPLE BUSINESS

and use services.

PEOPLE BUY PRODUCTS

PEOPLE MAKE AN UNKNOWN BRAND KNOWN

PEOPLE WORK TOGETHER TO TURN CAUSES INTO CRUSADES

WE’RE IN THELOVE BUSINESS

PASSION IS ABOUT DESTINY

PASSIONis not something YOU own

IT’S SOMETHING YOU PASS FORWARD AND PASS ON

MARKETERS HAVE ALOVE LANGUAGE PROBLEM

If you understandWHYpeople

TALK you have a greater chance of

PEOPLEsparking to talk about how

YOUfit into their lives.

Then you’ll have a better chance

INSPIRE THEMTO TALK.

of knowing how to

MARKETING IS MATCHMAKING

It’s our role to connect our

CUSTOMERSwith their EMPLOYEES

and CUSTOMERS through

SHARED PASSIONS

MARKETERS DO NOT DECIDE WHAT GETS TALKED ABOUT… PEOPLE DO.

22 PERCENTadvertising only prompts

*SOURCE: KELLER FAY

of all conversation people have about brands, products, and services

WHAT IS WORD OFMOUTH MARKETING?

ANY BUSINESS ACTION THAT

EARNS A RECOMMENDATIONFROM CUSTOMERS

THE BESTWORD OF MOUTH

IS HOW A COMPANY DOES BUSINESS

EVERY SINGLE DAY

Share Information_____________________Factual Knowledge

Nuts &Bolts Stuff

People engage in Functional conversations about brands to get information needed to make decisions and to better interpret the world around them.

_____________________

Show DistinctivenessExpress Individuality

Signal Uniqueness

We’ve all engaged in word of mouth conversations about brands that signal our uniqueness to others…

People can feel better about who they are by talking to others about brands that are as distinctive and interesting as they view themselves.

People engage in Social conversations about brands to impress others, to express uniqueness, and to increase their reputation.

_____________________

Love and HateShock and AweLaughs and Cries

Showing Emotions

Brands that invoke STRONG EMOTIONSare more likely to be TALKED ABOUT. Em

emotional

When we are OVERJOYED,we TELL OTHERS.Em

emotional

Ememotional

When we are DISGUSTED,we TELL OTHERS.

And when we are INDIFFERENT, we DON’T TELL OTHERS.Em

emotional

“Emotions play a large role in driving word of mouth. When a person experiences emotional arousal, they share the experience with others.” 

-Jonah Berger Wharton School of Business

Brands are talked about in two conversation channels,the offline channel and the online channel.

Offline conversations are usually with people in personal,one-on-one situations — making it more appropriate to talk

emotionally about matters.

Online conversations are usually with people in more public settings like Facebook and Twitter — thus, making it more of

a channel to broadcast our uniqueness, our expert knowledge, and our passions.

OFFLINE MOTIVATION

GOOD BETTER BEST

ONLINE MOTIVATION

GOOD BETTER BEST

PEOPLEWANT TO CONNECT WITH BRANDS THAT MAKE THEM FELL LESS LIKE CUSTOMERS, CLIENTS, AND NUMBERS

The new world of marketing is personal. It’s not about technology, platforms or social media doodads – it’s about real relationships, real passion and real people. After all, at the end of the day, we’re all in the people business. Understanding passion provides actionable insights that empower marketers to authentically connect with the people who love their brands. These relationships and conversations lead to sharing, because they put people, not the brand, first.

HELLOGENO CHURCHWOM Inspiration Officer@genochurch | geno@brainsonfire.com