word of mouth marketing for not for profits
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Key AudiencesKey Audiences
Word of mouth marketing Word of mouth marketing
for not for profits for not for profits
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Is marketing dead? Is marketing dead?
Advertising clutterAdvertising clutter
Media fragmentationMedia fragmentation
Tuned out & time poorTuned out & time poor
CostCost
TrustTrust Is anybody paying attention?Is anybody paying attention?
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What is word of mouth (WOM)?What is word of mouth (WOM)?
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WOM is different WOM is different
40 000 years40 000 years
Intimate Intimate the desire to share informationthe desire to share information
CredibleCredible people believe people they knowpeople believe people they know
Free Free costs nothingcosts nothing
Speed Speed often starts slowlyoften starts slowly then quick to then quick to then spreads quickly then spreads quickly
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WOM needs….WOM needs….
HomophilyHomophily
CredibilityCredibility
ValueValue
OpportunitiesOpportunities
ConsistencyConsistency
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ConsistencyConsistency
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Do we have the preconditions for
WOM?
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TypesTypes
Organic
Amplified
Real world
Digital
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WOM ElementsWOM Elements
TalkersTalkers
TopicsTopics
ToolsTools
TimingTiming
Tracking Tracking
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Community A Community C
Community B
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Who are talkers?Who are talkers?
Key influencersKey influencers
StakeholderStakeholder
AdvocatesAdvocates
ChampionsChampions
SneezersSneezers
AlphasAlphas
Opinion leadersOpinion leaders
ShapersShapers
Early adoptersEarly adopters
HubsHubs
PositionPosition
PersonalityPersonality
ExperienceExperience
SkillsSkills
LongevityLongevity
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What talkers do?What talkers do?
Networks Networks
LanguageLanguage
CredibilityCredibility
CommunicationsCommunications
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Find talkers
Cause-connectedCause-connected
Self identifySelf identify
Key professions & organisationsKey professions & organisations
Prominent individualsProminent individuals
ObservationObservation
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Recruit talkersRecruit talkers
Face to face
Stories
Pass-on tools
Continuous contact
Research Research
Face to faceFace to face
Explain who you are Explain who you are
Tell storiesTell stories
Ask for helpAsk for help
Thank youThank you
Keep contactKeep contact
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Where are
Where are
your your
influencers
influencers
? ?
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TopicsTopics
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You must be worth a conversation
You must be worth a conversation
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Types of topics Types of topics
Client successesClient successes
Volunteer storiesVolunteer stories
AchievementsAchievements
ChallengesChallenges
Research & dataResearch & data
PlansPlans
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Sources of topics
Own StoriesOwn Stories
•BoardBoard•StaffStaff•VolunteersVolunteers•Past historyPast history
Crowd Source Crowd Source StoriesStories
•ClientsClients•Supporters Supporters •Similar organisations Similar organisations •Comparable efforts Comparable efforts
Crowd sourcing brings
•Authenticity•Variety•Different perspectives
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Where are Where are our stories?our stories?
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Tools
Business cards
Print material
Events
Copy for newsletters, websites, emails, social media
Video, audio, images
Samples, coupons & discounts
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Where are
Where are our tools?
our tools?
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TimingsTimings
Opportunity Opportunity Opportunity
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Sample 12 month program Sample 12 month program
Find talkers and develop topics Find talkers and develop topics Sep – Dec Sep – Dec
Approach talkers Approach talkers Jan - MarJan - Mar
Keep contact Keep contact Apr – JunApr – Jun
Revise program and re-connect Revise program and re-connect Jul - Sep Jul - Sep
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TrackTrackNumber of appointments Number of appointments
Number of talkersNumber of talkers
How they help?How they help?
Frequency of conversationsFrequency of conversations
What is the impactWhat is the impact
How much effort they needHow much effort they need
Anecdotes and feedback Anecdotes and feedback
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BenefitsBenefits
Easily produced and distributed Easily produced and distributed
PermanentPermanent
Can reach many peopleCan reach many people
CostCost
DrawbacksDrawbacks
Fans, followers and failsFans, followers and fails
Comments and criticisms Comments and criticisms
Newbie nervesNewbie nerves
Social media and WOM Social media and WOM
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how to’s how to’s of social media for WOMof social media for WOM
Establish accountsEstablish accounts
Find existing communitiesFind existing communities
ListenListen
Contribute to conversationsContribute to conversations
Create your own communityCreate your own community
Advocate and shape the conversationAdvocate and shape the conversation
Ask others to share your contentAsk others to share your content
Crowd source content for your accountsCrowd source content for your accounts
Encourage others to interpret your issueEncourage others to interpret your issue
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SummarySummary
Provide topicsProvide topics
Offer pass-on toolsOffer pass-on tools
Develop a timetableDevelop a timetable
Track the conversationTrack the conversation
Is your issue credible, valuable and consistent? Is your issue credible, valuable and consistent?
Identify talkersIdentify talkers
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