Word of Mouth Marketing for the Direct Marketing Association

The Art & Science of Word of Mouth Marketing02.12.200

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SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490

Word of Mouth Defined

Source: WOMMA

WORD OF MOUTH (WOM)The sharing of an opinion about a product or service between two or more people.

When a marketer says something, it’s advertising or PR. When a consumer says it, it’s word of mouth.


Amplified vs. Organic WOM

AMPLIFIEDA marketing campaign designed to encourage or accelerate WOM in existing or new communities.

ORGANIC A natural occurrence when people become advocates because they’re happy and have a natural desire to share their enthusiasm.


A Mindset, A Movement

…and Marketing

Channel


Word of Mouth Has Always Mattered

92% cite WOM as a BEST trust Word-of-Mouth for

purchase ideas and information

56% trust editorial content 55% trust advertising

76% TRUST others opinions56% own past experience

15% advertising


Think LESS about enhancing your

BRAND image…

…MORE about what’s of

VALUE to WOM participants

Psychology


Word of Mouth is Different Online


Online WOM is a Game Changer

http://www.youtube.com/watch?v=t8XxcOj3Seo


Reputation in Ruins


Disproportionate Digital Influence

Source: The Influentials, Jon Berry & Ed Kellerr

Authors Jackie Huba & Ben McConnell

10%Americans influence the other 90%

1% RuleFor every 1 person who posts on a digital forum, at least 99 others view that content but don’t leave a trail.


The Network Affect

Source: MotiveQuest, LLC

Mavens – 20% of online influencers. Post very frequently and get their

social worth from knowing and sharing

Networked Opinion Formers – the other 80% of the online people looking for information

Offline word of mouth. Get many of their options from their online friends because of the

network effect


Mediascape: Not What It Used to Be

WOM Matters More than Ever


New Channels of Insight & Engagement

• Video-sharing site• Average site visit: 48 minutes • 100 million video streams per day • 100,000+ videos uploaded / day• Fastest-growing web site in Internet history• 61% of visitors: 35+

• Social networking site with 222 million members• More page views per day than Google and eBay combined • Drives more traffic to retailers than MSN Search• Over 50 % of users are 35 or older• 1 in 3 are 45+

• Blogs: online personal journals - 112 million (12-17-07)

• 2 new blogs each second• Perpetual focus group

• 64 million users• Average site visit: 20 minutes • 6th most visited site in the world• 50+ of users return daily


WOM Must Be Transparent and Ethical

Types of Unethical Word of Mouth Marketing

Stealth Marketing: Deceiving people about marketing being involved with a

communication.

Shilling: Payola for product promotion without disclosing you work for a

company. Impersonating a customer.

Infiltration: Using fake identities in an online discussion to promote a product.

Defacement: Vandalizing or damaging property to promote a product.

Falsification: Knowingly disseminating false or misleading information.

Spam…of any kind

Source: WOMMA


WOM Marketing

Types of Word of Mouth Marketing

viral marketing

buzz marketing

community marketing

grassroots marketing

evangelist marketing

product seeding

influencer marketing

cause marketing

conversation creation

brand blogging

referral programs

Source: WOMMA

Give People a REASON to TALK…

…make it EASY to tell others


WOM

Strategies


Encourage Communications


Give People Something to Talk About



THINK

BIG


Connect People & Build Community


Work with Influential Communities


Evangelist & Advocacy Programs


Engage in Active Listening


Engage in Active Listening

Source: TalkTrack™, Keller-Fay 2006


Monitor and Measure

Associations with “Plastic”

Anya Hindmarch phenomenon

Pyrex Glassware as Tupperware alternative

Discussion around using canvas or reusing plastic grocery bags.

Plastic Recycling habits


Make Sharing Easy


Co-Creation & Information-Sharing


ACTIONS

for Change Agents


#1: Ask the Ultimate Question

How likely are you to recommend Company or Product X to a friend or colleague?


#2: Listen to and Nurture Passionates


Be Interesting -- or Be Invisible! -- Andy Sernovitz

#3: Be Remarkable

Source: Purple Cow, Seth Godin

Be Interesting -- or Be Invisible! -- Andy Sernovitz

SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490Source: Email Experience Council

#4: E-Mail: Ultimate Gen X WOM Tool?


#5: Get Started

Source: Andy Sernovitz, Word of Mouth Marketing: How Smart Companies Get People Talking.


Adv Promo Direct PR Social Media & Online

Visibility Credibility Insights Engagement Measurement

Social Media Reflects & Influences The Truth of Your Brand


YOU Can Lead in New Directions!


Direct Marketing Resource Favs:

www.SmallPlanetPartners.comFebruary 11, 2008 blog post

Workshops, Seminars & Strategy [email protected]

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Thank You

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Word of Mouth Marketing for the Direct Marketing Association

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