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Social media and word-of-mouth

Gary De Jesus of Tremor (P&G) spoke about Social Media and Word-of-Mouth marketing at today’s Cincinnati PRSA meeting. Here are some notes live-blogged from the event:

Everybody gets excited about new tools, new technology. Reality, social media is not about the technology. Is not about the medium, is about people do. Connect, escape, write… are empowered, socialized.
 

Focus: How do we facilitate what people do and want to do? 

Must understand the function of the brain. Work with universities to understand cognitive. schemas. Strand of thoughts that puts together multiple strings of ideas. Helps you make sense of what is going on in the world. When interrupt stream of thoughts, disrupt. Mind wants to go back and understand why. Talk to people. Leverage some tools. 

Create a conceptual blend. 2 separate thoughts and mesh together to create a new thought. 

Frequency of time occurs. Disruptions. Drives conversations. Bengals win (2 years ago) drives more conversation than Giants win. 

Conceptual blend: iPod, an entertainment center. Blended two entities into one piece that made it disruptive, engaging, talkable. 

Theory of congruence: In a consumer’s mind, must be true to who you are (congruent) — with occasional interruption. Example: Dawn clean oil spills. 

Family Friendly Las Vegas went over the edge. Wasn’t mildly congruent. Was wildly incongruent. 

Wild vs. mild. Don’t just create buzz. 

Tremor believes in the message. If message disrupts, people will go to social media to facilitate. Important to listen to the consumer, understand what they want to embrace — and what they know, so can disrupt and create a message. Then, leverage relationships that people have in relationships. Don’t necessarily believe in influencers. See peers as credible sources of information. Message must be credible, and not wildly incongruent. 

Leveraging relationships to spread around info. Believe is info networks will employ. Disruption can help you create the message for them to distribute. 

Individuals with a natural desire to share. Most using social media not innovators or early adopters. Are Early Majority — individuals who are connected. 

Need to have a level of passion. Must to be almost emotional about a proposition to support. 

Lot of brands high Word of Mouth potential. Social mediums drive this. Danger zone: Brands with not much advocacy, but lots of amplification. 

Consumers must understand how to advocate for the brand. Otherwise, buzz useless. 

Tremor examples:
*  Secret: more move releases more scent. Disrupts notion because when move more actually smell better.
* Venus Breeze: Lotions while shaving. Can do unpleasant chore and do something good for skin. 
* Frosted Mini Wheats: Cereal marketed with kids with as much protein as an egg and as much fiber as toast. Fits with who Frosted Mini Wheats is, but talks about in a different way. 

Key lessons:
* Does the message make sense? Did you address a foundational truth of a brand? Can a consumer say: Yeah, that makes sense
* Did you disrupt schema
* Does it make sense, add to
* Does it make sense for the social medium 

Listen to your consumer. Be open to schemas different from your own. Test and verify. 

Here’s the description of today’s talk from the PRVisions newsletter. 

“Consumer Advocacy through Word-of-Mouth Marketing and Social Media 

“Does your brand need advocates? Join us as Gary De Jesus, Head of Marketing for Tremor (www.tremor.com), speaks about consumer advocacy through word of mouth marketing and social media. 

“TREMOR is a Cincinnati-based agency developed by Procter & Gamble that combines P&G’s market research expertise with principles of cognitive science. TREMOR is the first and only marketing approach to recognize and apply the idea of consumer advocacy as the driving force behind effective, measurable word-of-mouth marketing campaigns. 

“Tremor has served clients such as Crest, Kashi, and Venus. Gary will take us through not only the art and science behind sharable messages, but also give us a glimpse into some inspiring case studies. 

“Gary, a 15-year veteran of Procter & Gamble, joined TREMOR in 2003 as the Head of Marketing. He is responsible for all of TREMOR’s marketing efforts, managing how clients and consumers view the organization. Gary has also worked within Procter & Gamble’s Food and Beverage division and the Crisco brand.” 

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