word of mouth marketing from scratch
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This presentation WILL change your ENTIRE life
Word of Mouth Marketing
Monday, August 17, 2009
Word of Mouth Marketing
What is it?
Why should I care?
How do we do it?
Monday, August 17, 2009
Agenda1 Defining the practice
2 Why does it work?
3 Prove it
4 How we do it
5 How to activate WOM internally
6 Q&A
Monday, August 17, 2009
Word of Mouth Marketing
Community Marketing
Brand Blogging
Cause Marketing
Buzz Marketing
Grassroots Marketing
Evangelist Marketing
Social Media
Influencer Marketing
Product Seeding
Referral Programs
Conversation Creation
Monday, August 17, 2009
Giving people a reason to talk about your stuff...What is Word of Mouth?
Monday, August 17, 2009
And making it easy for that conversation to take place.What is Word of Mouth?
Monday, August 17, 2009
People are already talking. What is Word of Mouth?
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Who are we listening to?What is Word of Mouth?
When asked what communication was used after
purchase, 63% said face-to-face (Harris Interactive Study)
78% say consumer recommendations most credible form of advertising (Nielsen Research)
Vs. Vs.
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Word of Mouth Marketing is simply joining the conversation
What is Word of Mouth?
Monday, August 17, 2009
Organic vs. Amplified WOM
Organic is WOM that originates as a result of the product or service on its own
Amplified is WOM generated from a specific marketing effort
What is Word of Mouth?B to C to C Marketing
Monday, August 17, 2009
Shift in power from media to consumerWhy Word of Mouth?
26% of consumers trust advertising, 68% trust peer driven WOM (WOMMA)
67% of all decisions are driven by WOM (McKinsey Research)
On product recommendations, 90% trust their spouse,
65%trust friends, 27% trust manufacturers, and 14%
trust advertisers (WOMMA)
57% of people have stopped doing business with companies that don’t “respect” them. (Mood & Mindset)
Monday, August 17, 2009
Shift in power from media to consumerWhy Word of Mouth?
Monday, August 17, 2009
Online and OfflineWhere is WOM happening?
73% recommend a product face-to-face, 63% via
email, 7%via blogs (WOMMA)
75% of WOM occurs in person versus 17% on phone
and 7% online (WOMMA)
Offline WOM is more credible, more positive, and more likely to inspire purchase than online. (Keller Fay Group)
Location is simply the medium
Monday, August 17, 2009
Both work to establish relationships
PR establishes third
part credibility
Word of Mouth eliminates third party, creates
peer-to-peer interaction
Two-way communication
Word of Mouth & PR
Monday, August 17, 2009
Getting Word of MouthBe Interesting
Monday, August 17, 2009
Getting Word of MouthBe Honest, Earn Trust and Respect
Monday, August 17, 2009
Getting Word of MouthMake People Happy
Monday, August 17, 2009
Getting Word of MouthMake it Easy to Share
Monday, August 17, 2009
Getting Word of MouthThe Process
ID Talkers
Provide a Topic
Supply the Tools
Join the Conversation
Monday, August 17, 2009
Getting Word of MouthFind your Talkers
Happy customers
Interested consumers
Outgoing people
Those solicited for advice
Fans
Monday, August 17, 2009
Getting Word of MouthFind your Talkers
Happy customers
Interested consumers
Outgoing people
Those solicited for advice
Fans
Monday, August 17, 2009
Getting Word of MouthWhy Talkers Talk
They want to be experts, feel smart
They like to help
They like to feel important
They want to be part of a group
Monday, August 17, 2009
Getting Word of MouthCater to your Talkers
Create a different plan for each set
Monday, August 17, 2009
Getting Word of MouthCater to your Talkers
Give them a label
Monday, August 17, 2009
Getting Word of MouthCater to your Talkers
Regularly feed them content
Monday, August 17, 2009
Getting Word of MouthCater to your Talkers
Recognize and thank them
Monday, August 17, 2009
Getting Word of MouthCater to your Talkers
Rally them together
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Getting Word of MouthProvide a TopicGive talkers something to say, share
Monday, August 17, 2009
Getting Word of MouthProvide a TopicMake it simple, easy to repeat
Monday, August 17, 2009
Getting Word of MouthProvide a TopicBest topics are organic, discover by listening to your audience
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Getting Word of MouthSupply the ToolsHelp your message travel - Social Media
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Getting Word of MouthSupply the ToolsAsk people to spread the word
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Getting Word of MouthSupply the ToolsBuild things to be shared, stolen
Monday, August 17, 2009
Getting Word of MouthSupply the ToolsMake things exclusive, secret
Monday, August 17, 2009
Getting Word of MouthJoin the Conversation
Fix Problems
Monday, August 17, 2009
Getting Word of MouthJoin the Conversation
Be Honest
Your company affiliation makes you more credible, not less
Respond to negative as opportunity
Rely on subject expertise
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Getting Word of MouthJoin the Conversation
Never Sell
Contests, prizes can kill conversation
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Listen, Listen, Listen!
Let go of your message
Authenticity is key
Remember it’s about people,
not technology
Best Practices
Monday, August 17, 2009
Ryan La Rosa, Public Relations, Word of Mouth Marketing Manager
RyanL@parkAndCo.com
602.234.5678
RyanLaRosa.com
SWOM
Questions?
Monday, August 17, 2009
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