Great Experiences Are the Foundation of Powerful Social Marketing - Ed Keller

Every marketer is looking for the secret sauce that will help them create buzzquotThe pressure to create 39viral39 advertising the urge to get more views online that leads people to push the envelopequot said the President and chief creative officer at Grey New York in a recent New York Times article Only a few fortunate brands however will realize their dreams searching for viral hits Among the top 500 brands on YouTube for example the average video is seen by a modest 84000 people Edgy advertising ampamp clever stunts add to hoping that millions of followers on social media all start sharing what you have to say These are great when they work but by and large they are low percentage strategiesIf you want to have a strong batting average then focus on the consumer39s daytoday experiences with your brand Good experiences with a product or service are what triggers people to talk After all why do people engage in WOM To get advice and share experiences about what has worked well for the people they know before they head out to buy a new product or serviceExperiencedriven word of mouth is the key to creating positive buzz that will be shared by millions and lead to strong financial outcomes for brands It is also the topic of a new study my firm has conducted on behalf of House Party a social marketing company The findings are being unveiled on May 20 at the Word of Mouth Marketing Association39s WOMMU A white paper is available for download hereThe core finding from our research is this Positive brand experiences are a very powerful force that leads people to engage in word of mouth far more than ads or websites or social media Good experiences are second only to quothaving a needquot in sparking conversations across multiple product categoriesamp160Source quotExperienceDriven Word of Mouth The Key to Powerful Social Marketingquot by the Keller Fay Group May 2013Here are some of the other highlightsamp183 The majority of these conversations which are triggered by a good experience occur facetofaceamp183 Word of mouth based on experience is highly credible and actionable more so than word of mouth triggered by media or marketing including social mediao In fact half of conversations that are triggered by a good experience lead to a strong quotbuy it or try itquot recommendationamp183 Conversations based on experience are also significantly more positive in sentiment than conversations triggered by media or marketing aloneamp183 While experiences are the key trigger for conversation marketing still plays an important role amp8211 mediamarketing is referenced in 58 of these experiencedbased conversations Good experiences good marketing a word of mouth home runamp183 Word of mouth influencers are 14x as likely to start a conversation based on a good experience as the average suggesting that experiencebased WOM is particularly important for unleashing the power of this important part of the populationWhat are the implications that emerge from this researchFind ways to create good experiences which are the key to triggering powerful offline WOM Good experiences prove to be highly effective in triggering offline conversations and getting people to talk about the brand What39s more these conversations can be very influential amp8211 positive in sentiment and highly likely to lead to future action The bottom line A good experience can trigger a great deal of powerful highquality brand WOM By delivering a great product brands effectively create good experiences In addition brands should consider experiential marketing strategies that both introduce potential customers to their products and extend the experiences of current customersUse mediamarketing in conjunction with inperson events Our data suggest that some of the most powerful WOM is found in conversations triggered by a good experience that also reference a media or marketing element Brands should consider integrated campaigns that use both inperson events and some other form of media or marketing campaign ie promotions The combination of mediamarketing and good experiences has shown to be the key to strong and actionable brand word of mouthFind the influencers and the message will go further faster The everyday influencers within your customer base are a key segment for starting conversations based on good experiences Not only are they highly likely to have a conversation based on a good experience these conversations are even more positive in sentiment Inperson events can leverage the power of influencers for the brand message to go even further since this segment engages in 23x as much WOM as the average personEd Keller CEO of the Keller Fay Group has been called quotone of the most recognized names in word of mouthquot His new book The FacetoFace Book Why Real Relationships Rule in a Digital Marketplace was recently published by Free PressSimon ampamp Schuster You can follow Ed Keller on Twitter Facebook and Google or contact him directly at ekellerkellerfaycomRead all Edamp8217s MediaBizBloggers commentaries at WOM MattersCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Great Experiences Are the Foundation of Powerful Social Marketing - Ed Keller

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