SMB Seattle - Offline WOM by Saul Colt
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Transcript of SMB Seattle - Offline WOM by Saul Colt
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Clever presentation title
Creating amazing Offline Word of
Mouth to drive online chatter!
Saul Colt – Head of Magic November 25th, 2011– Social Media Breakfast - Seattle, Wa
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A fancy professional speaker once told me to remove the first two slides of all my presentations
because they were usually unnecessary.
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…but that is going to make the third slide harder to understand…but
here goes.
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….and I LOVE women!
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Be Interesting Yourself!
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So why am I here today?
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To explain a few of the ways to create offline WOM with or without a budget….
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Lessons from Dick Shawn.
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And that is how you too can get on a Digital Board in Times Square!
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A simple search for the definition of Word of Mouth in Wikipedia will tell you
that….
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“Word of Mouth” was the second album by Jaco Pastorius, released in 1981 while the bassist was a member of of the band Weather Report
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…and while that is true I prefer to explain it as doing something so
fascinatingly interesting that people have no other choice but to tell their friends about a cool experience they
had.
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[This is a good place for an apology]
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If real world WOM is about creating experiences.
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…then those experiences better be creative!
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Quick Points on Creativity:
• Creativity does not come from a committee.
• Creativity comes from thinking uniquely and being fearless.
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Ways to create experiences if you are not on antidepressants!
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• Look for obvious connections (Do research) • Play on Emotions. • Force people to ask questions. • Add Conflict. • Make people feel special. • Be Interesting Yourself.
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Look for connections/Do research!
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• Wikipedia • The Googles • LinkedIn • Blogs • Twitter Search
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Play on Emotions!
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• Surprise and Delights! • Make it as personal as possible.
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Force people to ask Questions!?!
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• What are you up to? • Why are you doing this? • You aren’t trying to sell me water dispensers are you?
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Add Conflict!
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• Kidnapping for fun and profit
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Make People Feel Special!
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• Spend time with your community. Especially if they are female. • Go beyond expectations. • Make Girlfriends!
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Be Interesting Yourself!
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Be Interesting Yourself!
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Live the life of your customers. Fight for what they care about
and be an advocate for their voice..
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…and if that ain’t your thing you could always just
do interesting things.
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Do interesting things.
(With Barter)
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Do interesting things. (With Dead Inventory)
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Do interesting things.
(With Emotions)
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Do interesting things.
(With Customers)
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Everything you do with or without a budget
should be about, and include your customers.
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Including your customers is the same as fighting for them.
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By promoting your customers you are forming a real connection and with that connection you will empower your customers to talk about your
company and indirectly you have a highly passionate
sales force!
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The more connected you are with your customers the better you will know what they want,
like…
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…the more you will try to not disappoint them.
(with a WOM initiative that is a huge miss)
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These types of activities will help build your brand and start lots of conversations, and when it is all said and
done those are the only things a competitor can’t steal!
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Do Interesting Things
(by keeping your eyes open)
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Opportunities are literally everywhere!
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..so anyone remember that Times Square Slide?
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And this is how you too can get on a Digital Board in Times Square!
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So…in closing.
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1- Take a stand on something your customer base (and you) believe to create positive attention with a purpose.
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2- Barter (beg) like you are a virgin on prom night
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3- Dead Inventory is called Dead for a reason.
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3-Everything you do should be about, and include your customers.
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4- Keep your eyes open for opportunities to use other people’s “stuff” to start conversations.
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Lastly… (for real this time)
maybe.
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Three other things to remember…
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Live The 4 E’s
• Execute • Extraordinary • Experiences • Everyday
-Mike McDerment, CEO of FreshBooks
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Three other things to remember…
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”The absolute best things about WOM campaigns are that if they fail it usually means no one knows about them.”
-Andy Sernovitz, CEO of Gaspedal
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Three other things to remember…
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If you want to give something away for free…give something away for free. Never make your customers work because they aint gonna.
-Bill Veeck, Baseball Hustler
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…and what exactly am I calling this new way to spread to messages to people with or without a budget?
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The Aristocrats!
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….and now finally, if you remember nothing else from this talk I hope it is that….
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Girls find me irresistible!
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Any Questions? Did any of this make sense?