Martin Oetting discusses the key drivers of empowered involvement at latest WOM UK event

November 20, 2009 at 7:03 pm | Posted in Events | 1 Comment
Tags: empowered involvement, martin oetting, social media, the ripple effect, word of mouth

Wednesday evening saw the second in our series of WOM UK Thought Leader events – and the first in our new time slot, offering more of a chance for relaxed networking over a glass of wine after the presentation. 50 WOM UK members and friends packed out Grey‘s east London offices to hear trnd’s Research Director, Dr Martin Oetting, give an extremely insightful talk on the importance of ‘Empowered Involvement’ in driving word of mouth.

Based on the findings of his doctoral thesis, The Ripple Effect, Martin’s presentation focused on the area of ‘contagious relationships’. He explained that marketers wanting to harness blogs, Facebook and the social web in order to build relationships, both with and between their customers, need to focus on four key drivers of Empowered Involvement – Meaning, Impact, Choice and Competence.

Using several case studies along the way to bring his presentation to life, Martin discussed examples such as Kettle Chips (competence), Livestrong (meaning) and Dell’s Idea Storm (impact) to show where brands have come up trumps, and examples such as Facebook (choice) to highlight where brands have come unstuck.

The presentation was followed by a lively Q&A, which touched on several different issues ranging from WOM metrics to the supposed decline of traditional advertising – see his presentation below and feel free to add any other comments and questions you have in the comments section of this post.

A big thanks to Grey for hosting our first evening slot, and we’d appreciate any feedback on how the later networking event compares to our monthly morning Espresso Briefing sessions. Talking of which, our next Espresso is with Face on Tuesday 24th November, where CEO, Andrew Needham and Head of Social Media & Planning, Francesco D’Orazio will share how real-time WOM monitoring and analysis can enable adaptive brand planning. Check out full details here and register for this event by emailing [email protected] your name, company, phone number and email address. As usual, attendance is free to all.

November WOM Thought Leader event: Dr Martin Oetting discusses The Ripple Effect: Driving word of mouth with empowerment

October 27, 2009 at 4:59 pm | Posted in Events | 4 Comments
Tags: martin oetting, social media marketing, the ripple effect, wom uk, word of mouth marketing

On 5pm Wednesday 18th November join us for our monthly WOM thought leadership event when Dr Martin Oetting will present ‘The Ripple Effect: Driving word of mouth with empowerment’, followed by discussions and networking over a glass of wine.

martinAcademics have been researching word of mouth since the 1950s, yet few have tried to find out how to actually stimulate it. Having studied the past 60 years of WOM research, Dr Oetting made the fascinating discovery that companies can create ripple effects if they treat customers and consumers like their best employees – empowering them and making them part of the marketing process. Combined with the tools of the social web, from Facebook to blogs, this becomes a powerful recipe for marketing in the 21st century – and Dr Oetting will show you how.

Martin Oetting is partner and Chief Research Director at word-of-mouth marketing network trnd (Munich/Barcelona). ‘Ripple Effect’ is his doctorate dissertation, newly published by Gabler (Science), and you can read a recent interview with him at SocialMediaBiz here.

In line with the social, conversational spirit of WOM UK sessions, the presentation will be FREE TO ALL and take place from 5-6.30pm with discussion and networking continuing afterwards over a glass of wine from 6.30-8pm (and really inspired individuals are welcome to join us in a local pub after that!) The event is being held at Grey, The Johnson Building, 77 Hatton Garden, London, EC1N 8JS, and we’d like to thank Grey for very generously sponsoring the event.

Pre-register with [email protected]. WOM UK members get first refusal, so hurry – this is one not to be missed.

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