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Trending Now! Adoptable Trends with Dieste

Find out more about Dieste and “Adoptable Trends,” their latest campaign for Dallas Pets Alive! Are you in?

DPA Adoptable Trends Campaign info graphic by Dieste

DPA Adoptable Trends Campaign info graphic by Dieste

To provide marketing solutions for multicultural markets is a challenge for most, especially when targeting people’s good will, but not for Dieste. Last year this award-winning multicultural marketing agency, together with Dallas Pets Alive! (DPA!) were able to help save dog’s lives through their campaign “muttbombing!” The response was so massive that got media coverage in every continent, except Antarctica.

Using the power of Instagram, selfies and Photoshop, they were able to help shelter dogs find loving homes. The campaign has been a success, with a $0 investment they helped increase the number of adoptions by 55% giving some well-deserving dogs a second chance in life.

This year Dieste has launched “Adoptable trends” – turning shelter dogs into trending topics – their brand-new campaign for Dallas Pets Alive that leverages social media and search to give new and unique names to rescued dogs and, therefore, improve their chances of being adopted. Of course, as we always admired their work and we have a huge soft spot for shelter pups, we decided to contact Dieste to find out more about their “Adoptable Trends” campaign.

The Adoptable Trends Campaign Unveiled

Q. We have been hearing a lot about your new campaign “Adoptable trends”. Could you share more about how the concept was created?

A. Shelter dogs face a harsh reality. They lack attention and online exposure for them to find a permanent home. This gave us the idea of naming the adoptable dogs after the hottest trending topics. Then, “Lemmon” became “Interrupting Kanye,” “Sadie” became the famous social media debate “What color is this dress” and by sharing about them on social media, they were able to trend and get their much needed exposure.

Q. The idea of redirecting the attention trends get towards the dogs is brilliant. But you did more than just help these dogs, didn’t you?

A. Well, yes, we wanted to give trending topics a social purpose and make shelter pups “trendy.”

Q. Tell us a bit more about your client’s cause.

A. There are 6-8 million dogs and cats entering U.S. shelters every year and only about half are adopted. The other half is not as lucky. On top of that some shelters euthanize animals after a few weeks. Our clients’ mission is to promote and provide the resources, education and programs needed to eliminate the killing of companion animals.

Q. And now that they are trending what have the results been so far?

A. These are partial results as the campaign is still “live.” The average Twitter engagement performance for the “Adoptable Trends” campaign has almost doubled (from 2% before the campaign to 3.7% during the campaign, as of now.) The average engagement on campaign related posts is of 6.2%. From February 14th to March 23rd, the #AdoptableTrends has reached 751,725 Impressions. Traffic to the site has almost doubled and we had four times more adoptions than with last year’s campaign.

Q. Truly impressive. Now, let’s talk about Dieste. What do you consider to be your core strengths?

A. Our core strength is as simple as a twitter post: Dieste develops creative solutions and services to grow our clients’ businesses.

Q. What differentiates you from other Hispanic Marketing agencies in the market?

A. Two things mark the difference. Our very talented people and the fresh approach we take to Multicultural Marketing. We call it Multicultural Marketing Re-imagined. We have a data-driven process that uses quantitative storytelling and genuine cultural insights to deliver results. No anecdotes. No stereotypes. Data.

Thank you, Dieste, for these extraordinary, powerful, and engaging campaigns. We look forward to seeing more of your fantastic work!!!

We thought these adorable pups deserved even more exposure, so we are featuring them on our site as well.

Adoptable trends campaign by Dieste

Adoptable trends campaign by Dieste

If you’d like to know more about turning shelter dogs into trending topics, visit Adoptabletrends.com or search in social media for the #adoptabletrends hashtag.

9 MINI Cooper’s Ambient and Guerilla Marketing Ads

BMW MINI Cooper advertisements always hit a chord. Enjoy these 9 most memorable ambient and guerilla marketing ads and campaigns!

We are constantly amazed by the creativity of BMW MINI Cooper’s ambient and guerilla marketing ads campaigns and how they constantly improve the brand’s positioning and manage to capture our attention. These campaigns display an outstanding level of originality, vision and overall memorability. So, we decided to select a few of our favorite campaigns and share them with you.

TBWA, ‘It’s more fun in a Mini , BMW / Ambient’, 2003

TBWA, ‘It’s more fun in a Mini , BMW / Ambient’, 2003

MINI Cooper fun ambient ad ‘It’s more fun in a MINI’

Do you remember the fun times playing with those matchbox cars? In 2003 TBWA reminded us we can always desire a big boy toy. The ambient campaign featuring a real MINI Cooper in a box was able to send the message to the public of all ages: “It’s always more fun in a MINI.”

As part of the guerilla marketing ads campaign, MINI will be traveling from city to city offering test drives of the Countryman and 3 of its closest competitors.

As part of the guerilla marketing ads campaign, MINI will be traveling from city to city offering test drives of the Countryman and 3 of its closest competitors.

KISS helps MINI Rock the Rivals for a great cause

What happens when you combine trendy cars and rock and roll? You will get every grown man’s attention for a great cause. A great example is the campaign MINI USA had on 2011 in collaboration with the rock band KISS. Custom-painted and designed cars that resemble the famous painted faces of each KISS member were autographed by the band and prepared for their auction on Father’s Day.

Named “The MINI Rocks and Rivals” the movement aimed to promote vehicle wraps with the special KISS design, giving their customers another way to add a personal touch to their vehicles. Even more important for this campaign was to raise funds for UNICEF to support children in Japan.

Clever guerilla marketing ads Campaign | Empty packaging was left on the street in Amsterdam after Christmas to make it look like someone had received boxed and wrapped MINI.

Clever guerilla marketing ads Campaign | Empty packaging was left on the street in Amsterdam after Christmas to make it look like someone had received boxed and wrapped MINI.

Clever guerilla marketing ads MINI Cooper Box Packaging

This guerilla marketing ad for MINI Cooper is outstanding. Imagine finding someone in your city got a boxed and wrapped MINI for Christmas. The ambient ad held on the streets of Amsterdam related with the tradition of Christmas gift giving is extremely clever!

Best Latino Advertising Campaigns
Mini cooper ad "Let's Motor"

Mini cooper ad “Let’s Motor”

Ambient ads that go full speed ahead

A MINI billboard strategically placed beside two curved palm trees create an illusion of speed and power. It is a prove of ingenuity and vision. True, it can only be used where palms like these have grown by a billboard, but it works!

Real building turned into a giant MINI Cooper vending machine | Guerilla marketing ads

Mini Cooper Vending Machine Building Advertisement

Incredible ambient ads for the MINI Cooper

What better way to catch the eye of all passers and pedestrians in a busy city than turned a building into a giant MINI Cooper vending machine? This brilliant idea of Crispin Porter + Bogusky makes us wonder, could you really not notice it? And, which color to choose today?

 

MINI Cooper Tongue Advertisement | MINI Countryman Expect Big Things

MINI Cooper Tongue Advertisement

MINI Countryman Expect Big Things

A large lizard trapping a birth with his tongue might have persuaded you to search for ‘MINI big things.” If you lived in London, Birmingham during the Tongue Campaign of MINI Countryman, then you are one of the lucky ones. Only four customized billboards that incorporated half life-size fiberglass models of the MINI Countryman were placed along the city. This advertisement was able to make people notice the considerably larger size of the MINI Countryman when comparing with the standard MINI Cooper.

Best Halloween Ads: Trick or Treat?
Roundhouse Mini Cooper London guerilla marketing ads

Roundhouse Mini Cooper London guerilla marketing ads

Roundhouse Mini Cooper London ban boredom

This is another example of how to use an amazing ambient ad and get a great response from the public. It comes from MINI UK. During the 2008 campaign “Ban boredom”, a MINI cooper was uploaded to the billboard at the Roundhouse in London. It uses the simple idea of targeting boredom with the entire arsenal.

Halloween Mini Cooper advert “We only come out at night.”

Halloween Mini Cooper advert “We only come out at night.”

Halloween Mini Cooper advert

And we continue with fresh and fun ideas. This particular one exemplifies how creativity combined with knowledge of your target costumer and their culture work perfectly when advertising a popular product.  Halloween Mini Cooper advert states “We only come out at night.”

This is not a Mini it's a Subway entrance! Add people climbing in and out suggests the space in a Mini! | 9 MINI Cooper ambient and guerilla marketing ads

This is not a Mini it’s a Subway entrance! Add people climbing in and out suggests the space in a Mini!

MINI Cooper Train Station Ad

Another advertisement that clearly out stands was placed at the train station in Zurich. Creating the impression of people going in and out of the MINI Cooper clearly helps us find the MINI Cooper surprisingly roomy. This one is definitely one of my favorite advertisements by MINI Cooper.

Bus advertising examples that go the distance!

MINI Cooper sells fun to this loyal and bonded group of customers. They identify themselves with the quirky, trendy, retro and one-of-a-kind vehicle line. This message must continue to resonate through its overall marketing theme of the company’s successful word-of-mouth campaign.

Let’s MINI!

 

Quote of the Day: Everybody loves you until you become competition

Quote of the Day

Next Quote? funny inspirational quotes on every post!

Image credits: inventorspot dot com, adsoftheworld.com

The 36 Rules of Social Media

#33. Your Fans OWN your brand

#33. Your Fans OWN your brand

Here is a compilation of the 36 Rules of Social Media from key social media gurus and marketers from all industries. It was put together by Fast Company and it illustrates some of the best practices to going about your social media strategy and execution. Even though some of these are not meant to be written in stone and you can break a few, we hope you find them as interesting as we did.

The 36 Rules of Social Media

    1. If all you do is respond to complaints, that’s all people will send you.
    2. Stop and Ask: Would and actual person talk that way?
    3. Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to.
    4. The consumer is out for himself. Not for you.
Have a Social Media Crisis Plan

Have a Social Media Crisis Plan

    1. As monetization attempts to go up, consumer experience goes down.
    2. Don’t try to be clever. BE clever.
    3. Social is 24/7, not a one time stunt. (And it really IS 24/7)
    4. Always WRITE BACK. (This one is a must – but there are exceptions: See Applebee’s social media blunder)
    5. Have an ROI. Have an ROI. Have an ROI.
    6. People would rather talk to “Comcast Melissa” than “Comcast.” (So true!!! Had the pleasure of dealing with Comcast Melissa myself!! and she’s fantastic!))
    7. Solve problems for people who talk about you, even if they don’t address you. (Listen to the conversation and engage)
    8. Not everything will work and that’s fine.
    9. Embrace negative content about your brand.
    10. EVERYONE’S an influencer.
    11. If fans distribute your content without your permission, OFFER TO HELP. (Love this one!)
    12. It’s okay to drive people to your site instead of FACEBOOK’s.
    13. Update your page, or delete it.
    14. Don’t make people do x, y and z. Stick with X.
    15. Last year: Pump out content. This year: Optimize content. (May I add, or die.)
Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to.

Everyone says they don’t want to be marketed to. Really, they just don’t want to be talked down to.

  1. Become BFFs with your Facebook Reps.
  2. Social Media doesn’t exist in a vacuum. Make traditional media and social media work together. (Please, integrate strategies!)
  3. Desktop is conquered territory. Mobile is the battlefield. (Don’t forget tablets!)
  4. If you don’t see financial results. You wasted your money. (Unless you want results overnight, then you need to check with a shrink as you may be delusional. I have never seen financial results of a marketing strategy happen overnight, unless it’s some kind of scheme.)
  5. People fight for their privacy.
  6. The only way to scale word of mouth: Paid Advertising.
  7. Have a crisis plan. (Please, do!!!)
  8. Don’t use ads to prop up boring content. Use ads to accelerate successful content.
  9. Forget individuals. You’re creating content that encourages groups to form.
  10. People don’t want to shop where they socialize.
  11. Contests and sweepstakes are fine, if you want to encourage short relationships.
  12. People care what you had for breakfast- if you are a food brand.
  13. Pinterest WORKS.
  14. Your fans OWN your brand.
  15. If you’re bored by social media, it’s because you’re trying to get more value than you create.
  16. Think past vanity metrics like followers.
  17. It’s an organism not a process.

Maybe it bears repeating: Pinterest WORKS 😉

as i always say in 3 months this will be peanuts

as i always say in 3 months this will be peanuts

Next Quote? funny inspirational quotes on every post! | Andy Warhol Famous Campbell’s Soup Cans

WOM Campaigns (word-of-mouth marketing) as Drivers of Revenue

WOM Campaigns - social conversations

WOM Campaigns – social conversations

Ad spending budgets continue to be under scrutiny as BTL (below the line) marketing and advertising strategies like buzz marketing or word-of-mouth marketing – more specifically well planned and executed WOM campaigns – keep proving to be cost-effective and extremely successful drivers of revenue.

WOM is still a relatively small sector, but it is growing fast. Spending on word-of-mouth (WOM) marketing from 2007 to 2008 rose 14.2% to $1.54 billion, and is expected to hit $3 billion by 2013, according to a report based on extensive WOM research from PQ Media.

By category, consumer package-goods marketers spend the most on WOM campaigns. Other leading product categories are food and drink, finance, business-to-business services, electronics, telecommunications and retail.

Why the surge in WOM? The number-one way that consumers make decisions is through word of mouth. Brands realize that consumers are willing to engage with them in conversation, and they realize that they have no choice but to participate if they want to be a part of the consumer decision making process. And WOM campaigns bear huge buzz opportunities across media platforms, both online and offline. Research shows that by far most (over 90 percent) of the brand-related WOM conversations that take place occur in the offline space. Increasingly, the goal of what brands and ad agencies do is to generate word of mouth.

According to research, some 3.5 billion brand-related WOM conversations take place daily in the U.S. And because clients are interested in knowing what’s being said about their brands, they have started to listen to the online conversation more frequently. There is also a direct correlation between advertising expenditure and word of mouth. As a matter of fact, word of mouth can be seen as an early measure of ad effectiveness and, across the board, the area that is most highly associated with sales lift is word of mouth because intent to buy reveals itself in word of mouth.

word of mouth offline

word of mouth offline

These figures are an eye-opener for a lot of people and they highlight the importance for brands to understand the full range of opportunities they have to listen and engage in conversations with consumers. There are many different ways and places to stimulate WOM including, for example, the workplace, leisure areas or in-store (not just supermarkets but gyms, malls, and even parks) as well as through traditional and emerging media channels. Clearly online is a major opportunity but it is not the only one to consider.

it's the journey

it’s the journey

The story behind the Benetton WOM Campaign

The story behind the Benetton Word-of-Mouth (WOM) Campaign

Benetton, Italy’s largest clothing company, launched yesterday, November 16, 2011, a highly controversial Word-of-Mouth (WoM) campaign. They coupled this campaign with the launch of their newly founded advocacy group for tolerance, the Unhate Foundation.

The campaign content included a film promoting Unhate.org, love and tolerance; photo composite posters and wall video projections of Presidents Barack Obama and Hugo Chavez lovingly locking lips; and, social media activity including the Kiss Wall where users can upload images of themselves kissing and are randomly paired up with others thus mimicking the main campaign theme. Other featured kissing pairs include President Obama and Chinese President Hu Jintao; the Pope and Ahmed Mohamed el-Tayeb, the Imam of al-Azhar mosque in Egypt; the leaders of North and South Korea; German Chancellor Angela Merkel and Nicholas Sarkozy, president of France; Palestinian President Mahmoud Abbas and Israeli Prime Minister Benjamin Netanyahu.

Benetton Unhate Campaign – CNN Interview (subtitled in English) – Claudia Havi Goffan

The campaign was inspired by a kiss between Soviet leader Leonid Brezhnev and East German communist leader Erich Honecker in 1979. And this is just the first part of the three-part campaign. Benetton has a history of controversial advertising. Their campaigns that started on 1991, showed a black horse mating over a white one; a collage consisting of genitals of persons of various races; a priest and a nun about to engage in a romantic kiss; and the most famous of them all, a bloodied, unwashed newborn baby with umbilical cord still attached, which was featured in the reference book Guinness World Records 2000 as ‘Most Controversial Campaign.’

The White House stated that no advertising is allowed to use President Obama’s image while the Vatican condemned the campaign as well. The company’s deputy chairman, Alessandro Benetton, decided to remove it from all publications after complaints and an explanation that the campaign means not hating, and that embracing a loving attitude that can have a positive impact in the world.  The campaign is on every news site, blog, channel, all over the world. A true word-of-mouth marketing success.

The cost of such campaign via regular media purchasing methods would have meant an automatic dismissal amongst the management ranks of Benetton whose revenues had dwindled in the last quarter in Europe, where the company gets up to 80% of the total revenues. Their forecasted margins for the next few quarters look even bleaker with the expected increase in raw-material costs.

Shock tactics do work in advertising, and even though we haven’t heard much from the United Colors since their contentious ads and world take-over of their brand as one of the 90s’ most known and fashion forward, we know that Benetton has built their foundations on advertising equality and has come up with another genius concept here. We are sure there are already people reaching for their

Benetton WOM Campaign - Obama & Chavez Poster

Benetton WOM Campaign – Obama & Chavez Poster

phones to complain. This is a love it or hate it campaign. Their target market is very clear though. The urban young who wants to break with stereotypes and change the world into a better and more loving and accepting place.

We all know that the worst thing that can happen to a brand is not to be mentioned. Benetton got more than its share of mentions this time. All that we have left to see is their financials at the end of the next couple of quarters to see if it really paid off. And we believe it will.

 

By: Claudia “Havi” Goffan – President Target Latino – CNN en Español Interview – November 16th, 2011.

Watch the CNN Footage with Full Coverage of the Un-Hate Campaign

Interview with CNN Coverage of the Un-Hate Campaign in Spanish

speak the truth

speak the truth

Why Marketers Should Care About Reaching Latina Bloggers

Speaking about Latina Bloggers is Elianne Ramos is the principal and CEO of Speak Hispanic Communications and vice-chair of Communications and PR for LATISM.

Elianne Ramos is the principal and CEO of Speak Hispanic Communications and vice-chair of Communications and PR for LATISM.

The first gift of the season goes to my dear friend, Elianne Ramos.:)  Elianne is an incredibly talented, knowledgeable, and hard working human being, she is the Principal & CEO of Speak Hispanic communications and vice-chair of Communications and PR for Latinos in Social Media (LATISM.) She is constantly on the go, generating great ideas and positively impacting the U.S. community. As if this wasn’t enough, she was the vice president, creative director and founder of i3 Creative Group, managing production teams working concurrently in the United States, Mexico, Uruguay and Argentina. In over 15 years of  creative direction, copy writing, public speaking, public relations and TV commercial production experience, Elianne has developed broadcast, multimedia and social media campaigns for high-profile clients. Her writing has appeared in numerous books and publications including the Chicken Soup for the Soul series and now, for the first time-ever, on the Hispanic Marketing blog.

Please, enjoy Elianne’s article. Elianne, this one is with all of the Target Latino love.

Why Marketers Should Care About Reaching Latina Bloggers

Even with the well-documented explosion of the Hispanic market, Internet sources like Technorati, which by 2008 was indexing 112.8 million blogs, have never touched upon the topic of Latinas and blogging. With the release of the Latinos in Social Media’s Latina Blogger Survey, though, it is now official: Latina bloggers are increasing their numbers and spreading throughout the blogosphere.

The intrinsic characteristics of blogging, where the private becomes public and communities rally together around common interests, make it the perfect platform for Latinas to voice life from their viewpoint … in in two languages, no less!

Beyond the obviously good news that these bloggers now provide us with a new outlet for furthering our brands’ messages—what with ever-shrinking minority-outreach budgets—the implications of this Latina blogger explosion for PR and marketing professionals are many:

The Good

• In Latino culture, where word-of-mouth and group interaction are second-nature, the trustworthiness of a blog post wrapped in a culturally relevant package can certainly influence the value of a brand in the eyes of their thousands of followers.

• These bloggers provide us with micro-niche audiences and more targeted outlets for furthering our brands’ messages. Stories published and promoted online have the potential to reach a greater number of people in very little time. In this context, a Latina blogger outreach program puts us in an ideal position to secure widespread coverage for our clients.

• Most Latinas blog in English, followed closely by Spanish and peppered with Spanglish, which means that their potential reach is amplified. Their choice of language in this case may be more about connecting with their readership, not necessarily a reflection of the language they speak more fluently. The key is listening and doing your homework in order to find the perfect fit.

• Latina bloggers are actively engaged in social media, and they tend to belong to tight, supportive communities online. Besides the fact that your message will reach well beyond the scope of the blog, this also means that other influencers in their communities will help disseminate it.

• Their culture infuses their writing but does not rule it.  Contrary to expectations, Latinas blog about numerous subjects, which opens up possibilities for different types of brand engagement.

• These Latinas are at the epicenter of merging worlds: between traditional and modern roles, between English and Spanish, between American and Latino cultures. They will bring a fresh perspective to your message, one that most closely reflects the Latina experience in the US.

The Bad

• Brand credibility: With consumers now doing research online and even generating their own content, consumers are less likely to believe a product review that blatantly comes from a sponsorship.

• Relative lack of control over the message: Know that consumers will be getting and act on impressions about your brand from less than perfect sources. Bloggers are not necessarily a self-regulating bunch, at least not yet. The fact that they can and will write whatever they want in their blog might create public relations issues. Just be sure to monitor their blogs, so you can address any issues or comments and give your official brand perspective, if need be.

• Saturation: With the fast growth rate of this segment, the Latina blogger market is likely to become saturated fast, which means their individual reach will, at some point and with few exceptions, start to diminish. This being a relatively young blogging community also means that the time to reach out to them is now.

The Ugly

The Federal Trade Commission (FTC) is cracking down on so-called “Blogola” by regulating blogger/advertiser relationships. The rules were updated December 2009.

The new rules include the fact that now bloggers must disclose material connections with a brand: whether they are receiving payment or free products and the kind of relationship they have with the company. What’s more, now both the brand and the blogger are subject to liability for misleading or unsubstantiated representations made. This means that the potential of a company being held responsible for approving unfounded claims—not rare in this realm—is a very real one. While the FTC regulations are beginning to be applied, the blogger outreach game is still an evolving one. The main things to keep in mind seem to be transparency, clear objectives and open ears: a willingness to listen and adjust, if need be.

Though a blogging campaign may be a godsend of great, relatively inexpensive publicity, remember that it is also —or should be—part of a larger communications/PR plan. Make sure all other elements of the campaign support your Latina blogging outreach and vice versa. If you do it right, Latina blogueras will rally behind your efforts with the same pasión they pour into their Web writing every day.

What has been your experience in reaching out to Latina bloggers? Please share in the comments below.

inspirational quote

inspirational quote

Target Latino gives the gift of WOM this holiday season

We, at Target Latino, have decided to spread a little cheer this Holiday Season. And we want to give the gift of recognition and help promote our colleagues that have worked so brilliantly and hard this year to write their great articles on Hispanics / Latinos and, even better, Hispanic marketing.

So, if you would like us to give you this gift, send us your favorite article on Hispanic Marketing, Social Media, Latino life, demographics, anything related to the Latino community along with a short bio (photo, if you want) and we will do the rest!!! We’ll post it, promote it and credit you for being WHO YOU ARE!!!

Thank you for participating and allowing us to give, at least a little, on this Holiday Season!!

May the year that comes be even better than the one we are now!!!

With all the Target Latino love,

Claudia “Havi” Goffan

PS: Please, send us an email via the Target Latino page or via the contact form on the blog and we will reply so you can send us the rest of the materials!!!

never lose your sense of wonder

never lose your sense of wonder

Translate Word of Mouth With Social Media Monitoring Tools

A comprehensive measurement plan should consist of three parts—gauging the audiences’ reactions to a brand before, during and after a campaign | Social Media Monitoring Tools

A comprehensive measurement plan should consist of three parts—gauging the audiences’ reactions to a brand before, during and after a campaign | Social Media Monitoring Tools

The abundance of content that is easy to access and consume makes launching and sustaining noteworthy online projects challenging. As social media matures, the need to measure online word of mouth and demonstrate success becomes indisputable.

A comprehensive measurement plan should consist of three parts—gauging the audiences’ reactions to a brand before, during and after a campaign. The first step in measuring online word of mouth is to listen and monitor audience chatter across blogs, forums and social networks. This effort helps uncover existing issues, attitudes and behaviors. It marks the starting point for a campaign. The second step requires tracking the campaign’s progress and studying the interaction between message senders and receivers. During this phase, marketers can take note of attitudinal and behavioral changes among their target audience. The third step involves comparing final campaign results with benchmark scores to demonstrate the momentum and change the campaign generated.

When setting benchmarks and tracking online word of mouth throughout the course of a program, marketers can use the following measures to show how their initiatives generated buzz, changed brand perceptions and led consumers to take action.

Volume of discussion: Using blog search engines such as Technorati, Google Blog or research firms’ proprietary software tools, count the number of posts that mention key words or messages related to your program. The numbers of unique Web site, blog and forum posts that reference the brand, product, service or issue indicate online word-of-mouth reach.

Influencer mentions: When writers quote and reference a source, they deem that information outlet reliable and useful. Similarly, every link that points to a social media address boosts that source’s authority. When a blogger refers to your program, enter the blog’s address into the Technorati search engine and note the authority score the search engine calculates for that blog. Some monitoring tools also measure the number of inbound links to blogs from brand sites, news sites, forums and other blogs. The higher the score, the more influential and authoritative the source will be.

Stickiness: To show the full impact of word-of-mouth programs, we must account for those who received and shared a message. Impressions and unique visitors are metrics that speak to the broad universe of people who may have been exposed to a message. However, not everyone passes along every bit of information they receive. Stickiness is based on the percentage of people who pass along a message among those who are exposed to the message. 

The Echo Factor and Tone: When reviewing the overall volume of mentions, analysts often distinguish between positive and negative tone. Marketers can take this assessment a step further and measure how their messages echo through consumer conversations. They can calculate the total number of positive and negative messages generated through at least one cycle of word of mouth. Tonality Index, which is based on he ratio of positive to negative mentions, indicates the dominant tone of word of mouth and gives brands a pulse check.

Engagement: There are popular ways of quantifying engagement such as measuring the amount of time spent on a Web site and counting the number of comments online posts garner. Yet, online media engagement can be a qualitative measure that gives directional information about consumers’ online experience. To understand the nature of users’ interaction with the blog content, marketers can study comments’ tone and length. They may find a detailed, positive review more meaningful than a neutral or negative monosyllabic comment. Furthermore, they can classify the topics commentators discuss and analyze the quality of information these social media agents share.

Advocacy: Differentiate between online conversations that are descriptive and those that contain recommendations or warnings. To identify those networking agents who are advocating for a brand, product or a company, look for those who are making solid recommendations, telling others what to do, and potentially influencing others’ opinions and decisions. For instance, “online promoter score,” distinguishing between mavens who are generating much of the volume on an issue and advocates who make recommendations

User Action: Online word-of-mouth campaigns yield recommendations, votes and purchases. When organizations engage word-of-mouth agents and infuse networks with their messages, they hope to see an increase in sales and public support. To connect such outcomes with their marketing initiatives, communication professionals need to document their audiences’ online behaviors and show that online buzz can lead to posts, clicks and downloads, or offline actions such as votes, coupon redemptions and in-store purchases. Marketers can review sales trends during and after the campaign and note any increases that correspond with online buzz volume. Political strategists can explore how visits to online information hubs affect votes, signatures and donations.

the less you respond to negative people the more peaceful a life

the less you respond to negative people the more peaceful a life

Source: PR NEWS

Offline WOM More Prevalent, Positive and Credible than Online Buzz

Word-of-mouth (WOM) conversations that take place in person and over the phone are overwhelmingly more prevalent than those online, according to research.

Also, face-to-face communication is more positive in tone, more likely to be judged highly credible and more likely to lead to strong purchase intent than online talk, the study found

Below, some of the findings issued.

On average, 3.5 billion WOM conversations occur daily in the US. Offline WOM accounts for 92% of these (75% face to face; 17% by phone), and email, IM/text messaging and chatrooms/blogs account for a combined 7%:

Most Word-Of-Mouth is Offline

Most Word-Of-Mouth is Offline

Also:

  • Offline is the predominant mode of WOM across all age groups, ranging from 80% among the youngest group to 97% among the oldest
  • However, teens participate in a higher percentage of online WOM (17%) than members of other age groups.
  • Consumers under age 18 are also more likely than others to drive advice-giving in online talk. Though only 13% of offline advice-givers are age 13-17, 35% of advice givers in online conversations fall within that age bracket.
  • WOM expressed face to face and by phone also is viewed as highly “credible” more often than online talk (59% vs. 49%):
Offline WOM has more credibility

Offline WOM has more credibility

One possible explanation for the credibility gap is that online communications often occur between people who don’t know each other very well. But the study suggests that the credibility gap exists even in communications between people who are related or otherwise know each other.

Specifically, content from a spouse, relative or best friend is rated more believable when it is shared offline, either by phone or face to face, than online – via email, text messaging or blogs.

“Apparently, the value of eye contact, voice and perhaps even nonverbal communication provides a boost to credibility and to the likelihood that we’ll do something about what we’ve learned,” said Brad Fay, a coauthor of the study.

Other findings:

  • Offline communication has more purely positive content than online discussion (65% vs. 59%) and is less likely to contain negative or “mixed” content (23% vs. 30%).
  • A comparison between face-to-face communication and content on online blogs and chatrooms reveals an ever wider gap, with 66% of face-to-face communication “mostly positive” compared with 57% for blogs/chatrooms.
  • Offline WOM is more likely than its online counterpart to lead to strong purchase intent (50% vs. 43%).

About the study: Results of the Keller Fay/OMD study are based primarily on surveys of 18,486 Americans age 13-69, from late July 2007 through early February 2008.

True Indeed

True Indeed

Word-Of-Mouth Research: Moms Buzz about Brands

New moms and pregnant women have over 109 word-of-mouth conversations per week about products, services, and brands, most of them positive and considered highly credible by other moms, according to a study and new word-of-mouth research conducted for BabyCenter.

Per day, the group engages in one-third more word-of-mouth (WOM) conversation than the total public or women in general, the word-of-mouth research study found:

Per day, the group engages in one-third more word-of-mouth (WOM) conversation than the total public or women in general

Per day, the group engages in one-third more word-of-mouth (WOM) conversation than the total public or women in general

Among other word-of-mouth research findings

  • Fully 60% of conversations among the studied group carry with them a recommendation to buy, try, or consider the brands under discussion.
    • Positive brand sentiment outweighs negative by a 10-to-1 margin.
    • In shopping, retail, and apparel, 69% of the group is likely to purchase based on what they heard.
  • The group has higher WOM credibility than the total public and total women – in various capacities (e.g., propensity to pass along info, purchase intent):
The group has higher WOM credibility than the total public and total women

The group has higher WOM credibility than the total public and total women

  • They are more likely to qualify as WOM influencers (60% more so than the total public, 45% more so than total women).
  • Close to 1 in 5 pregnant and new moms were identified as WOM leaders or Conversation Catalysts (based on their recommending behavior and size of social network).

Word-of-mouth research on Content, Sources of Online Conversations

Pregnant and new moms are talking about technology, financial services, healthcare, food/dining, media/entertainment, packaged goods, shopping and retail experiences, the study found:

  • Half or more of those surveyed said they had least one conversation per day about the above topics.
  • Retailer, consumer electronic, and soft drink brands dominated the top 10 most talked about brands:
Retailer, consumer electronic, and soft drink brands dominated the top 10 most talked about brands

Retailer, consumer electronic, and soft drink brands dominated the top 10 most talked about brands

Most discussions about brands and products occur in person; discussion content, however, is often provided by various media, especially the internet and television:

Moms have a natural desire to share ideas and information with each other. The rich content and community experience found on the internet plays a key role in driving these conversations

Moms have a natural desire to share ideas and information with each other. The rich content and community experience found on the internet plays a key role in driving these conversations

About the word-of-mouth research study: In Jan. ‘08, Keller Fay interviewed a sample of 1,721 women (18+) who were pregnant, trying to get pregnant, or have one or more children age five or under. The women, recruited through the BabyCenter 21st Century Mom Panel, BabyCenter’s website, and an external panel, completed an online survey about their face-to-face, telephone, or online conversations about brands across 14 categories during the 24 hours that immediately preceded the survey.

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