building effective wom - one size doesn't fit all
DESCRIPTION
Presentation to Search Engine Strategies Conference, Toronto, ON - June 2007, by Tamera Kremer, Wildfire Strategic MarketingTRANSCRIPT
Building effective Word of Mouth:
“One Size Doesn’t Fit All”
Search Engine Strategies, Toronto 2007Presented by: Tamera [email protected]
Fundamental elements of a WOM program
Tell a story that matters Understand the medium Reach out to key influencers Feedback loop Authenticity
= Give people something to talk about
Getting the word out
Define your goals Do research on the space
and understand your initial niche
Choose the vehicle & tactics that are right for you – video; article; application; podcast; tagging
Make your content portable
Ensure you’re findable Join the conversation
Who are you trying to influence?
The world isn’t watching… not yet
Mass isn’t sexy If it isn’t personal,
chances are no one cares
One size doesn’t fit all
What NOT to do
Be contrived or forced
Target anonymously Rest on your laurels Don’t anticipate
traffic increases Stop participating
and listening
Your website as facilitator
Multiple subscription points – RSS and Email
Contextually rich content Tagging/ Categorization Social bookmarks (embedded or capable
site structure) Send to a friend Metrics
So you got Dugg, Crunched, or Slashdotted… now what?
Pay attention to your traffic Monitor & respond Provide a reason for the audience to return Stay away from a hard sell, no matter how
tempting Experiment some more
So you didn’t get Dugg, Crunched, or Slashdotted… now what?
Don’t panic Keep engaging Build on the initial effort Experiment Keep the long-term and big picture in
focus
Lessons learned and opportunities taken… from big
to small
…From “Lazy Monday” to “On the Lot”and
Product awareness in a narrow market
User posts video of SNL digital short “Lazy Sunday/ Chronic(les) of Narnia” to YouTube – generates over 5mm views before NBC demands removal Community is outraged
Aspiring directors record their “answer” to Lazy Sunday & post to YouTube and Revver = Lazy Monday
Over 800k views; multiple pass-alongs; numerous parodies (e.g. Lazy Muncie; Wicked Wednesday)
Sam Friedlander & Adam Stein (creators) earn a spot on the reality TV show “On the Lot” this year due to their notoriety and talent
Half a year later NBC posts another digital short on YouTube and as of today has generated over 22,000,000 views
NarniaRapBattle.com redirects to TheLot.com
Reaching out to a niche… the right one!
Mid-sized B2B promotional materials manufacturer releases eco-friendly product Has small customer base with needs based relationships
Referrals are not driving business Researches audience of influencers in Ontario within highly targeted niche group Reaches out through email with personalized and targeted messaging and relevant
information with a driver to optimized web content and product sampling requests Provides opportunity to engage in conversation through direct outreach from senior
executives Results – 10% conversion rate on product sample and requests for meetings Multiple contacts from prospects who were not within the initial group – referrals (existing
customer and prospect) increased 6%
Appendix A:Social Media Channels (sample)
www.Digg.com www.Myspace.com www.LinkedIn.com www.facebook.com www.newsvine.com www.delicious.com www.magnolia.com www.twitter.com www.feedburner.com www.upcoming.org www.talkdigger.com
www.slashdot.com www.techmeme.com www.techcrunch.com www.technorati.com www.youtube.com www.flickr.com www.chickadvisor.com www.reddit.com www.craigslist.org www.furl.net
Case Study & Photo Credits
Lazy Monday http://www.youtube.com/profile?user=friedlsc
Via Flickr: http://www.flickr.com/photos/7224171@N02/537029101/ http://www.flickr.com/photos/7224171@N02/537029631/ http://www.flickr.com/photos/zippy/22748510/ http://www.flickr.com/photos/pg-photography/
456400136/ http://www.flickr.com/photos/jakob/146936654/