People bring us on to do a range of things.  Some, full service. Other times, contracting us for our specific area of expertise so that we can work alongside existing partners.  We are happy to work with you in the most appropriate way for your organisation.

What we do

These are the areas we work in most often:

Workshop

We have developed a workshop that is designed to take the participants from an intellectual understanding through to a practical, hands-on understanding.  This includes a brainstorming exercise around a WOMM brief.

This workshop has been run successfully at conferences of 40 and 80 people in London and Johannesburg, as well as smaller corporate settings for the likes of Royal Mail (12 people).

Workshop agenda:

1. Presentation (60 minutes) covering:

2. Followed by a workshop (90 minutes) where participant put WOMM into practice:

Deliverable: presentation on WOMM and moderated workshop.

Discovery

There are three key elements to the WOMM dynamic: (1) an effective transmitter of advocacy (influencer), (2) the stories/moment in which advocacy is delivered (context), and (3) the nuggets of information that are used most effectively (content).  Discovering what you need for your WOMM programme brings with it a large number of assumptions re: who is the most valuable influencer, what they talk about, etc.  Most of these assumptions are driven by traditional communications planning behaviour (e.g. target audience, USP, frequency of message, etc.)

An excellent example of how WOMM content is different from traditional communications content is L’Oreal hair colouring.  L’Oreal took the time to listen to what their customers were talking about with their friends. Women were not prepared to talk about “vitamin B12 strengtheners…” with their friends. Happy to hear this from L’Oreal in advertising; however, they’d rather talk about “what my hair will look like in that colour.”  Thus, the creation of the swatch flip pad by L’Oreal where women pull a small tuft of hair through the pad to find what their hair colour looks like in different colours.  Over 85% of the woman who received this pad spoke with 5 or more friends

We can help with the discovery process. We have developed a methodology that will help you (1) identify the most appropriate influencers, content and context for conversations and (2) understand how to make the best use of communications to accelerate advocacy.  The following are the three key phases:

PHASE 1: 'NUGGET' BRAINSTORM where we confirm, reject and grow our views about how the product, service or behaviour is talked about (between influencers and followers)

PHASE 2: ISOLATED GROUPS where we observe more closely what content is discussed and the relevance to each audience (influencers and followers separately)

PHASE 3: WORKSHOP/one on one INTERVIEW where we combine influencers and followers in the same session and observe what content is discussed, what content dominates, how it is discussed (e.g. embraced or avoided), and what content has the greatest influence. This stage differs from phase 2 in helping us to understand how effectively recommendation is delivered and whether certain forms of recommendation are intrinsically more effective.  If possible, we would like to use a Discourse Analyst for this phase.

Deliverable: a report on each phase with specific recommendations.  In other words, all of the insight you need to move forward with campaign planning.

Communications planning

This is where we evaluate different communications options available recommend one route that best meets objectives of brief following charts set out contact flow and the typical relay rate associated with a WOMM campaign


We focus our efforts on developing campaign mechanics and communications strategy, including:

Deliverable: Presentation of detailed recommendations and discussion/agreement of campaign elements.

Data

On average, 10% to 15% of any category’s users will be influencers.  The challenge is to find them - - particularly as there are very few data sources set up to target individuals based on their propensity to advocate.  The following are some of the techniques we use to target influencers:

Deliverable: presentation of detailed recommendations, discussion/agreement of best data technique and then delivery.

Creative & Production

We do not currently produce creative or build websites in-house.  Rather, we outsource the creative  as well as production (online & offline).  We find it better to bring in the most appropriate resources when you need them, manage them to time/budget and then part ways (amicably) so that overhead does not swell. Therefore, our role in implementation could include:

Deliverable: creative briefs, recommend creative/production resources, briefings, and meetings/emails as needed.

Measurement

You may be happy to (even enjoy) sifting through the response data yourself to arrive at key insights, conclusions, etc.  That is absolutely fine with us.  The value we would add, here, is matching data together across the whole of our contact strategy and then analysing/reporting back on what the data means in terms of industry norms, etc. (rather than printing off the raw data for you).  Methodologies that we use include:

Deliverable: results report and meeting to discuss report.