word of mouth marketing for the direct marketing association

The Art & Science of Word of Mouth Marketing02.12.200

SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490

Word of Mouth Defined

Source: WOMMA

WORD OF MOUTH (WOM)The sharing of an opinion about a product or service between two or more people.

When a marketer says something, it’s advertising or PR. When a consumer says it, it’s word of mouth.

Amplified vs. Organic WOM

AMPLIFIEDA marketing campaign designed to encourage or accelerate WOM in existing or new communities.

ORGANIC A natural occurrence when people become advocates because they’re happy and have a natural desire to share their enthusiasm.

A Mindset, A Movement

…and Marketing

Channel

Word of Mouth Has Always Mattered

92% cite WOM as a BEST trust Word-of-Mouth for

purchase ideas and information

56% trust editorial content 55% trust advertising

76% TRUST others opinions56% own past experience

15% advertising

Think LESS about enhancing your

BRAND image…

…MORE about what’s of

VALUE to WOM participants

Psychology

Word of Mouth is Different Online

Online WOM is a Game Changer

Reputation in Ruins

Disproportionate Digital Influence

Source: The Influentials, Jon Berry & Ed Kellerr

Authors Jackie Huba & Ben McConnell

10%Americans influence the other 90%

1% RuleFor every 1 person who posts on a digital forum, at least 99 others view that content but don’t leave a trail.

The Network Affect

Source: MotiveQuest, LLC

Mavens – 20% of online influencers. Post very frequently and get their

social worth from knowing and sharing

Networked Opinion Formers – the other 80% of the online people looking for information

Offline word of mouth. Get many of their options from their online friends because of the

network effect

Mediascape: Not What It Used to Be

WOM Matters More than Ever

New Channels of Insight & Engagement

• Video-sharing site• Average site visit: 48 minutes • 100 million video streams per day • 100,000+ videos uploaded / day• Fastest-growing web site in Internet history• 61% of visitors: 35+

• Social networking site with 222 million members• More page views per day than Google and eBay combined • Drives more traffic to retailers than MSN Search• Over 50 % of users are 35 or older• 1 in 3 are 45+

• Blogs: online personal journals - 112 million (12-17-07)

• 2 new blogs each second• Perpetual focus group

• 64 million users• Average site visit: 20 minutes • 6th most visited site in the world• 50+ of users return daily

WOM Must Be Transparent and Ethical

Types of Unethical Word of Mouth Marketing

Stealth Marketing: Deceiving people about marketing being involved with a

communication.

Shilling: Payola for product promotion without disclosing you work for a

company. Impersonating a customer.

Infiltration: Using fake identities in an online discussion to promote a product.

Defacement: Vandalizing or damaging property to promote a product.

Falsification: Knowingly disseminating false or misleading information.

Spam…of any kind

Source: WOMMA

WOM Marketing

Types of Word of Mouth Marketing

viral marketing

buzz marketing

community marketing

grassroots marketing

evangelist marketing

product seeding

influencer marketing

cause marketing

conversation creation

brand blogging

referral programs

Source: WOMMA

Give People a REASON to TALK…

…make it EASY to tell others

Strategies

Encourage Communications

Give People Something to Talk About

Connect People & Build Community

Work with Influential Communities

Evangelist & Advocacy Programs

Engage in Active Listening

Source: TalkTrack™, Keller-Fay 2006

Monitor and Measure

Associations with “Plastic”

Anya Hindmarch phenomenon

Pyrex Glassware as Tupperware alternative

Discussion around using canvas or reusing plastic grocery bags.

Plastic Recycling habits

Make Sharing Easy

Co-Creation & Information-Sharing

ACTIONS

for Change Agents

#1: Ask the Ultimate Question

How likely are you to recommend Company or Product X to a friend or colleague?

#2: Listen to and Nurture Passionates

Be Interesting -- or Be Invisible! -- Andy Sernovitz

#3: Be Remarkable

Source: Purple Cow, Seth Godin

Be Interesting -- or Be Invisible! -- Andy Sernovitz

SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490Source: Email Experience Council

#4: E-Mail: Ultimate Gen X WOM Tool?

#5: Get Started

Source: Andy Sernovitz, Word of Mouth Marketing: How Smart Companies Get People Talking.

Adv Promo Direct PR Social Media & Online

Visibility Credibility Insights Engagement Measurement

Social Media Reflects & Influences The Truth of Your Brand

YOU Can Lead in New Directions!

Direct Marketing Resource Favs:

www.SmallPlanetPartners.comFebruary 11, 2008 blog post

Workshops, Seminars & Strategy Willow@smallplanetpartners.com

816.914.1490

Thank You

word of mouth marketing for the direct marketing association

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