Notes and references
1 From Dash, M. (1999) Tulipomania: The Story of the World's Most Coveted Flower and the Extraordinary Passions It Aroused. New York, NY: Crown Publishers. See also Mackay, C. (1841) Extraordinary Popular Delusions and the Madness of Crowds. London: Wordsworth Reference; and Tarses, M. (1999) 'Tulipmania.com' online article archived at www.sunwayco.com/tulipmania.html.
2 From Dye, R. (2000) 'The buzz on buzz', Harvard Business Review, 78 (6): 139-146.
3 Reichheld, F (2003) 'The one number you need to grow', Harvard Business Review, 81 (Nov.-Dec.): 1-11.
4 Known as 'Kevin Bacon Effect', or 'Small World', the interconnected-ness of people means that everybody is connected to everybody by no more than six degrees: see Barabasi, Albert-Laszlo (2002) Linked: The New Science of Networks. Cambridge: Perseus Publishing, and Watts, D. (2003) Six Degrees: The Science of a Connected Age. New York: W. W. Norton.
5 Interestingly, the term 'viral marketing' was originally coined to denote product seeding designed to kick-start copycat effect (so people 'catch' the idea and adopt it by seeing it adopted by others), and not for online word of mouth campaigns - see Carrigan,T. (1989) 'New Apples tempt business', PC User, 27 September: 'At Ernst & Whinney, when Macgregor initially put Macintosh SEs up against a set of
Compaqs, the staff almost unanimously voted with their feet as long waiting lists developed for use of the Macintoshes.The Compaqs were all but idle. John Bownes of City Bank confirmed this."It's viral market-ing.You get one or two in and they spread throughout the company."'
6 Stengel, J. (2004) 'The future of marketing', Conference speech presented at the AAAA Media Conference Thursday, 12 February 2004, archived at http://www.pg.com/content/pdf/04_news/stengel_feb_ 12_2004.pdf.
7 Light, L. (2004) 'The end of brand positioning as we know it', Conference speech presented at the ANA Annual Conference, cited in The Ramsey Report:The State of the Online Advertising Industry, 8 November 2004, archived at http://www.sempo.org/research/ ramsey_white_nov04.pdf.
8 Quoted in Markillie, P. (2005) 'Crowned at last', The Economist, 31 March.
9 Deutsche Bank study findings reported in The Economist (2004) 'The future of advertising: the harder hard sell', 24 June, archived at http://www.economist.com/printedition/displayStory.cfm?Story_ID= 2787854. ROI figures from Copernicus Marketing Consulting study reported in Clancy, K. and Stone, R. (2005) 'Don't blame the metrics', Harvard Business Review, June 83(6).
10 Clancy and Stone, ibid.
11 Ibid.
12 Figures from Zyman, S. (2002) The End of Advertising as We Know It. Hoboken, NJ: Wiley, p. 18.
13 Cited in The Economist, 'Future of advertising'.The quote has also been attributed to America's first discount-retailer Frank Woolworth and John Wanamaker, father of the department store.
14 ' 18%: Proportion of TV advertising campaigns generating positive ROI . . .', Deutsche Bank study reported in The Economist,'Future of advertising';'54 cents:Average return in sales for every $1 spent on advertising . . .' Clancy and Stone, 'Don't blame the metrics'; '84%: Proportion of marketing campaigns resulting in falling sales . . .', Clancy and Stone,'Don't blame the metrics';'256%:The increase in TV advertising costs (CPM) in the past decade . . .', figures reported in Garfield, R. (2005) 'Chaos scenario', Ad Age, 13 April, archived at http://www.adage.com/news.cms?newsId=44782; '100%: The increase needed in advertising spend to add 1-2% in sales . . .', UCLA study findings reported in Clancy and Stone,'Don't blame the metrics'; '14%: Proportion of people who trust advertising information . . .' Annual Gallup poll on professional honesty and trustworthiness, figure cited in Ries, A. and Ries, L. (2002) The Fall of Advertising and the Rise of PR. New York: HarperCollins; '90%:
Proportion of people who can skip TV ads who do skip TV ads', MPG Study 2004 reported in Carton, S. (2004) 'Advertising is more than just TV commercials', ClickZ, 18 October, archived at http://www.clickz.com/experts/ad/lead_edge/article.php/3422331; '80%: Market share of video recorders with ad skipping technology in 2008 . . .', Jupiter Research (2004) forecasts reported in Carton, 'More than just TV commercials'; '95%: The failure rate for new product introductions . . .', ACNielsen BASES and Ernst & Young study reported in Clancy & Stone,'Don't blame the metrics';'117: The number of prime time TV spots in 2002 needed to reach 80% of adult population . . .' figure given in Stengel, J. (2003) 'Consumers are reinventing marketing: Will you be in touch or left behind?', Conference speech at World Federation of Advertisers Conference, Brussels, archived at http://www.eu.pg.com/news/ speeches/20031028wfastengel.html; '3000: Number advertising messages people are exposed to per day', figure from Shenk, D. (1997) Data Smog: Surviving the Information Glut. San Francisco: Harper Edge;'56%: Proportion of people who avoid buying products from companies who they think advertise too much', Yankelovich Partners (2004) research on advertising effectiveness, reported in Elliott, S. (2004) 'New survey on ad effectiveness', New York Times, 14 April, section C, page 8, column 3, archived at http:// www.nytimes.com/2004/04/14/business/media/14adco.html; more figures from Yankelovich Partners research reported in IAPA (Institute for Advanced Practices in Advertising) archived at http://iapia.org/problem.html; '65%: Proportion of people believe that they are constantly bombarded with too much advertising . . .', Yankelovich Partners (2004) in Elliott,'Survey on ad effectiveness'; '69%: Proportion of people interested in technology or devices that would enable them to skip or block advertising', Yankelovich Partners (2004) in Elliott,'Survey on ad effectiveness'.
15 Euro RSCG (2001) 'Wired and wireless: Key findings', report summary archived at http://www.eurorscg.com/starview/doc/ww_summary.pdf.
16 Goodmind (2002) 'Findings show the influence of word of mouth on purchase decisions is rising dramatically', press release archived at http://www.goodmind.net/release_WOM.asp.
17 Berry, J. (2005) 'Identifying, reaching, and motivating key influ-encers', Conference paper presented at the Word of Mouth Marketing Association Summit Chicago, 29-30 March.
18 Jurvetson, S. and Draper, T. (1997) 'Viral marketing', original version published in the Netscape M-Files, 1 May, edited version published in Business 2.0, November 1998, archived at http://www.dfj.com/ cgi-bin/artman/publish/steve_tim_may97.shtml.
19 See Chapter 3: Creating Brand Advocates by Sven Rusticus for more information on the Dove 'Share a Secret' campaign. See also Promomagazine online article archived at http://promomagazine.com/ mag/marketing_health_beauty_care/.
20 Figures from Burson-Marsteller (2000) 'The Power of word of mouth', archived at http://www.efluentials.com/pages/news/06l500_2.S.
21 For campaign details see Woffenden, C. (2000) 'Viral marketing leads to healthy e-business', IT Week, 5 January, archived at http:// www.itweek.co.uk/analysis/104892.
22 Figure reported in Saugar, M. (undated) 'They don't want advertising', online article in IdeasFactory http://www.ideasfactory.com/ new_media/features/newm_feature_59.htm. The viral clip can be viewed at the website of the campaign creator cdp-travissully http://www. cdp-travissully.com.
23 See Tierney, J. (2001) 'Here come the Alpha Pups', New York Times, 5 August, Late Edition - Final Section 6: 38: col. 1, archived at http://tinyurl.com/7vo64; Rogers, E. (2003) Diffusion of Innovations. New York: Free Press; Godes, D. and Ofek, E. (2004) 'Hasbro games', Harvard Business Online, 20 December, archived at http://harvardbusinessonline.hbsp.harvard.edu/b01/en/common/ item_detail.jhtml?id=505046.
24 See Chapter 1: Seed to Spread by Paul Marsden for more information on the Tremor panel.
25 For more on this and other 'stealth' campaigns see Kaikati, A. and Kaikati, J. (2004) 'Stealth marketing: How to reach consumers surreptitiously', California Management Review, 46 (4) (Summer): 6-22. See also CBS 60 Minutes report (2004) 'Undercover marketing uncovered' (July) - online version archived at http://www. cbsnews.com/stories/2003/10/23/60minutes/main579657.shtml.
26 See Chapter 3: Creating Brand Advocates by Sven Rusticus for more information on this and other similar campaigns.
27 Figures from Haas, C. (2005) 'Creating viral advertising campaigns', Conference paper presented at the Word of Mouth Marketing Association Summit, Chicago 29-30 March. Campaign website is www.subservientchicken.com.
28 See www.laf.org for sales of Armstrong bands, for background, facts and figures, see Leskin, S. (2004) '20 million "Live Strong" wristbands sold to date', PNN Online, 27 October, archived at http://www. pnnonline.org/article.php?sid=5548.
29 From Wiley, M. (2005) 'Lessons from the Blogosphere: GM's blogging experiment', Conference paper presented at the Word of Mouth Marketing Association Summit, Chicago, 29-30 March, and Baker, S. and Green, H. (2005) 'Blogs will change your business', Business
Week, 2 May, Cover story, archived at http://www.businessweek.com/ magazine/content/05_18/b3931001_mz001.htm.
30 See de Moraes, L (2004) 'Oprah's fully loaded giveaway', Washington Post, 14 September C01, archived at http://www.washingtonpost.com/ wp-dyn/articles/A19203-2004Sep13.html. Although the campaign created huge buzz, sales of the Pontiac G6 appear to have remained sluggish. For an analysis see Webster, S. (2005) '"Oprah" buzz works no magic for Pontiac G6', Detroit Free Press, 22 March, archived at http://www.freep.com/money/autonews/oprahx22e_20050322.htm.
31 For details on the languishing sales of the Pontiac G6 see Webster, '"Oprah" buzz works no magic'; for details on the bad buzz on the tax bill see Munarriz, R. (2004) 'It's Oprah Winfrey, not win free', The Motley Fool Online, 24 September, archived at http://www.fool.com/ News/mft/2004/mft04092403.htm.
32 For more information on the ilovebees ARG, see Terdiman, F (2004) 'I Love Bees game a surprise hit', Wired Magazine, 18 October, archived at http://www.wired.com/news/culture/0,1284,65365,00.html. For more on ARGs, see Wikipedia entry http://en.wikipedia.org/ wiki/Alternate_Reality_Game.
33 For details, see http://www.orange.co.uk/entertainment/film/ cma/overview.html; http://www.flytxt.com/cgi-bin/template.pl?t= cspd&ID=40.
34 Reichheld,'The one number you need'.
35 Ibid.
36 For more on the psychology of word of mouth see Sundaram, D., Mitra, K. and Webster, C. (1998) 'Word of mouth communications: a motivational analysis', Advances in Consumer Research, 25: 527-531. For marketing applications see Rosen, E. (2000) The Anatomy of Buzz: Creating Word of Mouth Marketing. London: HarperCollins; Godin, S. (2004) Purple Cow. New York: Portfolio.
37 Adapted from Reichheld,'The one number you need'.
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Part One
Connected Marketing Practice
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