Word of Mouth: Harnessing the voice of customers to reach a Millennial audience

1. 2016 outlook

2. Word of Mouth

3. Millennials

4. Case studies

5. Your questions!

In 30 minutes…

2016

Photo? Stats?

Trust

Credibility

Influence

Recommended reading

Word of Mouth

1. WOM: sharing something interesting and valuable

2. WOMM: Business action that earns a recommendation

In short, be remarkable.

WOMM: what’s it worth?

• Drives average 13% sales

• Offline produces 2/3 impact; online 1/3

• Amplifies paid media by 15%

• Impacts immediately

• Valued at 5+ paid impressions

• MAKES YOU BETTER!

WOMM readiness

1. Listen

2. Be affected by what you hear

3. Respond to what has affected you

4. Engage, equip and empower

WOMM activations

Advocates, Influencers and Ambassadors

Roche PharmaceuticalsRoche Pharmaceuticals

Parelli Natural Horsemanship

Megabus.com

millennials

Megabus.com Student Ambassador Program

• First bus company with brand ambassadors

• Increase brand awareness

• Engagement

Rationale & Goals

• Strategically select locations

• Recruit college ambassadors

• Events/activations• Incentives

Tactics

Objectives and metrics aligned with goals1. Email addresses2. Impressions3. Polling

Measurement

2014 Program Results

77

4,878,216

10,115

202

1,332

64,287

• Hiring/management

• Accurate/consistent

• Measurement/ROI

• Campus roadblocks

Challenges

Takeways

• Flexibility is key• Listen to feedback from ambassadors• Measure and record everything

1. WOM is important

2. Marketers should make friends with PR ;)

Summary

Word of Mouth: Harnessing the voice of customers to grow business