Speaker: Thomas Metzler

Word of Mouth Marketing Thomas Metzler

Psychologist, Economist Founder & CEO Kjero

Sernovitz (2009)

„Give people a reason to talk about you. And please, I beg you, stop for a minute

before you buy more advertising. Think about how much money you are about to

spend. Think about how fast you, and everyone else in the world, flip past

hundrets of ads without even noticing them. Don’t run another ad unless it is truly

worth talking about.“

0% 20% 40% 60% 80% 100%

* Nielsen (2009)

Three Word of Mouth Marketing rules:

#1: Be worth talking about!

#2: Exceed the expectations!

#3: Strengthen the relationship!

#1: Be worth talking about!

#1: Be worth talking about!

#2: Exceed the expectations!

#3: Strengthen the relationship!

#3: Strengthen the relationship!

„80 % of the differentiation to the competitor

is through our service values“

- Greg Merrick, Ritz Carlton

#3: Strengthen the relationship!

Ritz-Carlton Gold Standards

Motto:

„We are Ladies and Gentlemen serving Ladies and Gentlemen“

Service Values:

„I build strong relationships and create Ritz-Carlton guests for life.“

„I am empowered to create unique, memorable and personal experiences for our guests.“

Three Word of Mouth Marketing techniques

#1: Create product experiences!

#2: Get in contact with talkers!

#3: Make it easy to share!

#1: Create product experiences!

Tryvertising

#1: Create product experiences!

Kodak vs. Darbo

Influencer vs. crowd

7 bloggers

Kodak cameras

Interested readers

500 exclusive tester

Darbo Teasyrup

Austrian households

#2: Get in contact with talkers!

#3: Make it easy to share!

The Five T‘s Sernovitz (2009)

The Five T‘s

1: Talkers (Find your Talkers, e.g. Customers)

2: Topics (Be worth talking about, e.g. new feature)

3: Tools (Help to spread the message, e.g. coupons)

4: Taking Part (Join the conversation, e.g. join discussions)

5: Tracking (Measure and understand, e.g. search blogs)

Thomas Metzler

Founder & CEO Kjero

Mobile: +43 699 170 98 999

EMail: thomas.metzler@kjero.com

facebook.com/MetzlerThomas

twitter.com/MetzlerThomas

www.kjero.com

Thanks for your attention!

Contact Details

Picture credits:

http://commons.wikimedia.org/wiki/File:Mercedes_SLR_McLaren_Silber.jpg