21. 40% watches online movie clip received via e-mail 1 in 3 reads comments on blogs 1 in 5 sends comments about brands via e-mail 1 on 10 posts online movie clip on specialized websites 8% has made his own movie Conceptual framework of Buzz activation buzz activation
33. ONLINE COMMUNICATION ONLINE MOVIE Dissatisfied consumers engage in more WOM than satisfied consumers (Sweeney 2003) Drivers of word of mouse 6% 47% 39% 32% 26% 26% 25% 16% 19% 16% 18% 13% 6% 9% 44% 18% 25% 18% 9% 12% 26% 22% 19% 19% 12% 11% 8% 0% I found the message funny I often use the brand or product category myself I like the brand I was satisfied with the brand I intended to buy this brand I wish to share my experiences with other people I knew my interlocutor would be interested I am enthusiastic about the message I found the subject interesting I found the message important I wish to share my knowledge with other people I wish to express my opinion on a certain subject I don't like the brand I was dissatisfied with the brand
34. 19% 19% 17% 6% 3% 9% Textual word of mouse Viral movies Word of mouth + - Textual word of mouse Viral movies Word of mouth Impact of word of mouse on brand attitude
38. 1. Design your Campaign 2. Measure Impact Creative agencies make stories, media agencies buy time. Consumers tell the most powerfull stories.
39. 1. Design your Campaign 2. Measure Impact 3. Track Conversations Everyone talks whenever in whatever way about a diversity of brands, and use it in their buying decision.
42. Images used under CC from Flickr and Wikipedia Photo Credits The Boyhood of Raleigh by Sir John Everett Millais, oil on canvas, 1870. Ohad: http://www.flickr.com/photos/ohadby/26941465 / Molas: http://www.flickr.com/photos/molas/128652106 / Dwig: http://www.flickr.com/photos/dwig/450198706 / Chris Fitz http://www.flickr.com/photos/chris-fritz/2046264364 / Evert-Jan De Kort, Consultant Digital & Technology Research InSites Consulting http://www.insites.eu http:// www.linkedin.com/in/ejdekort