WhatSo What
In the WeedsNow What
Word of Mouth MarketingLincoln Garrick, Solstice Advertising
Welcome
• 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 befaked or invented
WHAT
2006 = ill-will
2009 = FTC violation $11,000 per occasion, case-by-case
WHAT
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
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 MarketingViral MarketingCommunity MarketingGrassroots MarketingEvangelist MarketingProduct Seeding
IN THE WEEDS
Influencer MarketingCause MarketingConversation CreationBrand BloggingReferral Programs
• Recognizing that a happy customer is the greatest endorsement - Work to create customer enthusiasm with less emphasis on pushing marketing messages
WOMM in action
NOW WHAT
NOW WHAT
• Give your customers a voice: Provide something worth talking about and provide tools that make it easier for them to share their opinions
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
WOMM in action
NOW WHAT
PARTING SHOT
www.youtube.com/watch?v=OdB7GDZY3Pk