Transcript Word of Mouth: Talkable and Spreadable Brands

Welcome
Word of Mouth Marketing
Lincoln Garrick, Solstice Advertising
What
So What
In the Weeds
Now What
• Word of Mouth
–The act of consumers providing
information to other consumers
WHAT
• Word of Mouth Marketing
–Giving people a reason to talk about
your products and services, and
making it easier for that conversation
to take place.
WHAT
WOMM Philosophy 101
Word of mouth marketing isn’t
about creating word of mouth
It's learning how to make it work
within a marketing objective
WHAT
WOMM Philosophy 101
Word of mouth can't be
faked or invented
WHAT
2006 = ill-will
2009 = FTC
violation $11,000
per occasion,
case-by-case
WHAT
WOMM Philosophy 101
Word of mouth can
be encouraged and facilitated
* make people happier
* listen to consumers
* make it easier to tell friends
* make certain influential
individuals know about you
WHAT
WOMM Philosophy 101
Word of mouth marketing empowers
people to share their experiences
harnessing the voice of the customer
for the good of the brand
WHAT
WOMM Philosophy 201
All word of mouth marketing techniques
are based on the concepts of customer
satisfaction, two-way dialog, and
transparent communications
WHAT
WOMM Philosophy 201
* Educating people
* Identifying people most likely to share
* Providing tools that make it easier to share
* Studying how, where, and when opinions
are shared
* Listening and responding to everyone
WHAT
• Wom is the primary factor behind 20 to
50 percent of ALL purchasing decisions
(Mc Kinsey, April 2010)
• We know its important = We all do it
SO WHAT
Target (Influencers / Evangelists)
Channel (Viral / Non Viral)
IN THE WEEDS
Buzz Marketing
Viral Marketing
Community Marketing
Grassroots Marketing
Evangelist Marketing
Product Seeding
IN THE WEEDS
Influencer Marketing
Cause Marketing
Conversation Creation
Brand Blogging
Referral Programs
WOMM in action
• Recognizing that a happy customer is the
greatest endorsement - Work to create
customer enthusiasm with less emphasis on
pushing marketing messages
NOW WHAT
WOMM in action
• Give your customers a voice: Provide
something worth talking about and
provide tools that make it easier for them
to share their opinions
NOW WHAT
WOMM in action
• Engage the community: Find the right
people and connect them to each other
• Help form new communities
• Participate in and support existing
communities and conversations
NOW WHAT
PARTING SHOT
www.youtube.com/watch?v=OdB7GDZY3Pk