Brand driven Word-of-mouth marketing by Innovianto John Jehae
-
date post
21-Oct-2014 -
Category
Business
-
view
2.245 -
download
1
description
Transcript of Brand driven Word-of-mouth marketing by Innovianto John Jehae
Word of Mouth
WOM is the most powerful marketing in today’s world, We fuel it by social networking, email marketing and
database marketing
How to activate Word of mouth marketing online?
Consumers are in demand!
Marketing communication is a
two-way conversation
Social media impacts your brands reputation
People talk about you, give
recommendations, share personal
experiences.
How can I stimulate WOM?
Adoption diffusion curve
connectedoptimism
curious
innovative
Word of mouth marketing starts with ambassadors !
The Brand Ambassador Relationship
0
20
40
60
80
100
1 2 3 4 5
Loya
lty (
Ent
hous
iasm
)
Verydissatisfied Dissatisfied
Neithersatisfied
nor dissatisfiedSatisfied
VerySatisfied
Satisfaction
Near Ambassador
Zone of Defection
Zone of Indifference
Zone of Affection
Ambassador
Negative advisor
promotes the brand
likes the brand
satisfied but still could change
not really satisfied, conservative
indifferent to the brand
negative about the brand
Bond
=>
Bran
d affi
nity
Ambassador
Word-of-mouth marketing in action
ambassador
Word of mouth concept
Online brand activation
Online presence/ social media
E-database marketing
The recommendation of a peer or friend is much stronger than traditional marketing
communication.
People increasingly rely on experiences, reviews and recommendations from satisfied users via the Internet. They are the true ambassadors of your
brand.
Word of mouth marketing
Step Action Examples Your plan
1. ambassadors Find your brand promotors via Social Network Search
Fans, consumers,friends, influencers, bloggers
2. story Brand story that captures and conveys the essence of your Identity
Humor, viral, excellent service, great offer
3. spread Help to spread the story faster and further
Blog, Twitter, Hyves, White papers etc.
4. participate Be authentic, honest and open and participate in the online conversation
React to comments, blogs, personal service, concept diaries etc.
5. 1-on-1 communication
Gather (email)adresses and start e-database marketing programma’s
Tell-a-friend, personalized offers, loyalty, free products/services, relevant news etc.
6. follow-up Learn, understand, research and measure
Read message boards, search blogs/ Twitter etc
Word of mouth marketing
Connect ?
How can I help to activate and stimulate
your Word of mouth marketing?John Jehae
T:(0031) (0)10 8401840F: (0031)(0)84 7293474M:(0031) (0)6 53995190
T: http://twitter.com/JohnJehae
I: www.innovianto.nl