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VIRAL MARKETING Why a deep understanding of WOM is important in the creation of a buzz

Case Study : Project X. Fillipe DINIZ Chirine MASSIERE Sarra OUAILI Alexandra PARE Remi SBARDELLA . VIRAL MARKETING Why a deep understanding of WOM is important in the creation of a buzz. WORD OF what?!. Oh so you don’t want me seeing Project X ? . WOM: The Theory.

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VIRAL MARKETING Why a deep understanding of WOM is important in the creation of a buzz

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  1. Case Study : Project X Fillipe DINIZ Chirine MASSIERE Sarra OUAILIAlexandra PARERemi SBARDELLA VIRAL MARKETING Why a deep understanding of WOM is important in the creation of a buzz

  2. WORD OF what?!

  3. Oh so you don’t want me seeing Project X?

  4. WOM: The Theory Word of mouth inclusive model: • Extrapersonal • Intrapersonal • Input • Output

  5. Variables Shaping WOM • Intrapersonal Variables: • Level of expectation • Zone of tolerance • ExtrapersonalVariables: • Business climate • SNP • Culture

  6. Is The Model Old Fashioned? • New influences on expectations • New type of input WOM and sources of information • New way of conveying output WOM

  7. FromTheory To Project X Input WOM Expectations of the movie Satisfaction Output WOM

  8. Social Media - Teaser on - 1 million - Hangover - partnership INPUTS FOR WOM Traditional inputs - Trailer - Posters - Announcements

  9. The 3 traditional roles in viral Mkt Mavens Specialists Trustful Trendy

  10. Connectors Numbers Fast spread Salesmen Charismatic Persuasive

  11. How Social Media affects them + Connections + Persuasion + Sharing + Viral

  12. Loyalty Ladder Partner Advocate Supporter Client Customer Prospect

  13. Timing • Focus • Valence

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