A recent prospective client and business colleague asked “so what is it you exactly do, Sean” and closely linked with the follow up questions “why should I pay for it” and “why can’t I do it myself?”. Thankfully I guess I was able to answer the questions well enough to now consider them a client. But it was an awkward first 30 seconds.
We recognized that at least initially this prospective client was seeing us as some glorified variant of a CRM firm or perhaps even lower in the food chain - a customer headhunter. Nothing could be further from the point.
Unfortunately, given the lack of exposure for anything that isn’t mass media driven or social media trendy, marketers and industry professionals aren’t getting enough training, coaching or intellectual curiosity to discover the “real world, out there.” Agent Wildfire is trying to change that.
Here’s why you should care.
Fact - Word of mouth is the #1 growth engine in marketing. Don’t take our word for it, take theirs.
Fact - Word of mouth is the #1 thing linked to business growth. Don’t take our word for it, take theirs.
Fact - Word of mouth is growing. It’s more trusted and more beneficial in this economy. Once again, we’ll lean on others to make our arguments for us. But we have a great presentation ourselves if you need back up.
Fact - As much as social media has become the jewel in the digital crown and an important breeding ground for word of mouth contagion and cool stuff, more than 80% of word of mouth happens offline. You need to know how to affect these conversations too. Once again, others will support.
Even for people that overcome their standoffishness, they need to understand what word of mouth marketing and media really is vs. the much more streamlined TV buy process “make commercial, buy media, air in chunks of 30 or 60 seconds”.
Here it is unplugged then. Although we’ve counted up to 29 different types of programs we actually execute with many different audiences, objectives and timelines, the stripped down version of what we do rests on 8 sequential activities that we’ve conveniently put into the acronym WILDFIRE.
What’s the Big, Buzzworthy Idea - does this make me want to get involved?
In a separate post, we have detailed the 36 reasons why people buzz - we develop conversation-inducing themes and stories that tap into these motivations and grab people by the heart, brain or wallet and make them notice, talk about and advocate the program and underlying brand(s). Most agencies don’t focus on the repeatability of a message or longevity of engagement but instead focus on how to convince you as an individuals that the brand is purchasable right there and then. Missed oppportunity - they rent your audiences, we build them.
Influencer outreach and engagement
We find and invite your 6 types of influencers (recruited depending on your objective) and get them enthused about what your doing. They become our front row seeded audience that delivers effective early insight, ambassadorship and content. It’s tough investigative work with a lot of sweat equity. Most agencies and firms in our area, don’t even bother to subscribe a different level of importance on their target population, we do. It involved knowledge of who they are, what motivates them, who do they know, how do they feel important and what keeps them involved.
Laying the groundwork - building the platform, tools and networked extensions
We construct, host and administer the key web platform, tools, widgets, social media, mobile and offline prongs to your community or campaign, ensuring it has the best chance of getting noticed and spotted, rebroadcasted, mashuped and referred. This can take on many shapes but importantly, the technology involved in anything word of mouth is typically less than 20% of the overall equation. These are not templated approaches but require a marriage of a number of talents we call the Unagency.Tech firms and specialists would suggest a “build it and they must come” attitude and with most agencies, the web is an afterthought. We take the middle ground approach.
Deliver an experience - before you ask people to get others excited, they have to get excited themselves
It’s a cardinal WOM rule - what’s in it for them. Does your word of mouth initiative pass the sniff test. People don’t talk about average stuff they want stuff they can use as social currency to pass onto others. Delivering a transforming or immersive experience that make people appraise, reconsider and talk about the brand is what we do well. Although we love the efficiency of the web - we’re one of the only firms in this space that is media-agnostic, and for a lot of brands this means a physical touchpoint is required too. These experiences generally fall into six camps - brand sampling, event/experience, VIP preview/suctomization, special activity based, research advisor based or altruism-based.
Fan the flames of activity - get into the right places with the right motivations
A good percentage of people can drive traffic to a site - that’s the price of admission - we need to stoke something deeper. Revisits and rebroadcast is our business. How do we get people to care so deeply about something that they will be moved to act and involve their social circles. Oh, and do it again and again. Much tougher. Smart use of polls, memes, stories, collaboration work, user generated content, trivia, nomination, graduation, photos, videos, groups, messaging, lists are key factors….essentially answering the question what is the sweetspot between the brand wants and what the member wants.
Interact with the community - staff for dialogue
This neighborhood called word of mouth has many two-way streets. We staff up for the conversation based on either our own hires or extensions of our company called community managers - they stop communities and campaigns from becoming ghost towns. They bridge the role between company and customer and incubate the flow of conversation, buzz, content, recruitment and feedback. Here are the core 15 roles of community managers in programs we manage. In other agencies, this role is virtually non-existent leading to initial focus/interest followed by massive amounts of lapsed and disinterested users.
Research and feedback - getting to the insights and metrics
An important part of any marketing medium, particularly one in its adolescence is measuring what you do. From both the soft qualitative side and the hard quantitative side, we sift through the analytics, poll results, user submissions, referrals, redemptions and social media impressions to generate a sense of what impact we’re creating. Some food for thought here.
Expand the idea - life stage management and 1+1=3
Great communities and campaigns start with a simple idea and extend from there. Once we’ve developed traction on a new initiative, we like to add fuel to the fire. Informed by the research, we usually press our clients to add more features, more integration, more partners, more audiences, more geography and create a bigger inferno to support a growing universe. In particular, communities have a lifespan of their own - many don’t mature for 2-3 years and require constant tweeking, tilling and rotating to match the needs of their audiences at the time.
Simple, right? No.
Whereas we might agree this seems like simple kitchen science - there is an artistry in the details and an advantage in having lived in this world for so long on a dedicated basis.
When you’re looking for a firm in the word of mouth arena and the broader grassroots universe, they need the full body:
A heart - they have to have a passion for this stuff, WOM is for lovers and you’ve either got it or you don’t - ask the practitioner to show them their blog, their social network profiles and that they live in this space outside of the 9-to-5 rat race.
A brain - intelligently knowing how to link to a strategy and knowing where to step and not step is fundamentally important to being a trusted practitioner. Give the WOM suitor a chance - a light worded brief and a few days should be enough to know whether they can come back with strategic brilliance that makes intuitive sense or gimmicky fool’s gold that will be your marketing plan’s orphan child.
Arms and legs - having credibility and a foundation in the word of mouth space, pool of influencers and social media is necessary, plus an ability and capacity to reinvent and make brilliantly captivating and new stuff happen is the lifeblood of a word of mouth enterprise. Ask your WOM suitors what they’ve done to communities and campaigns to stretch dollars, exposure or engagement more than the client could themselves, how broad was their approach in generating offline and online conversations and how they dealt with adversity.
Instincts - knowing what might make a small idea, bigger and a big idea massive is a function of a partner vested in both the client’s business and the real world. Put them on the spot - ask what are there top 10 influences or inspirations in the WOM space - if you hear a lot of humming and hawing - they likely are pretenders and not bonafide WOM pros.
A strong gut - data plays a big role but at some point, information needs to lead to insight and insight needs to be coloured by the judgment of what will delight, surprise and motivate in the real world. When you receive a proposal back, at least one of their ideas should strike a human emotional chord that suggests the idea might be a runaway hit - if not, you are likely receiving the “paint by numbers, today it’s beer, tomorrow it’s soap” type of approach.
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