i need a reality check

Did You Know That 70% OF Consumers Have Used Social Media To Get Info About A Product?

Posted in marketing by josh duncan on January 6, 2009

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Media Post recently reported on a  DEI Worldwide study on Word-of-mouth marketing.

The study showed that 67% of consumers are likely to pass along information from an actual (“real live”) brand representative to other people, and 57% are likely to take action based on that information

Consumers don’t put much trust in corporate blogs or social network profiles, but will readily listen to people–even if they are employed by the company selling the product–provided that they are open about their mission and relationship to the company.

This is a very interesting stat for social media and could lead you to jump to some immediate conclusions.  However, if you really want WOM marketing to work you need a complete story (see Made to Stick)

The Brand Experience Lab has a really good post on the subject and sums it up perfectly here:

WOM is not a tactic or strategy by itself. It is the outcome of doing something really well.

Bottom line, it all comes back to your companies brand and product strategy.  If you create something that has an authentic story behind it, people will love talking about it.

Slogan or Story?

Posted in phase 1 by josh duncan on November 30, 2008

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My goal for the day today was to finish a proposal for my site logo. In the mist of this work, I stopped to read Dan & Chip Heath’s article, “Kill the Slogans Dead”, from the latest Fast Company (for some reason I can’t find it online yet). The article got me thinking about whether or not I was just creating a cute tag line or really telling a story with my message.

Now, instead of cranking out my RFQ, I am back to reading my copy of Made to Stick and reviewing my work against their guidelines:

  • Simple – I believe I have “relentlessly prioritized” but not sure if I am at profound yet.
  • Unexpected – Check. I have found gap to fill.
  • Concreteness – hmm, not sure I am pouring concrete here?
  • Credible – Check.  I am good here.
  • Emotional – Now I am in trouble. I don’t think I am at the point of getting people excited.
  • Story – Now this is the tough one?? The central part of my idea is getting people ready to act so, if they don’t believe my story, I am in trouble.

Ok, at the end of this assessment, I only have 2 – 2 1/2 check marks. Looks like I am going back to the drawing board on my messaging.

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