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WhatSo What
In the WeedsNow What
Word of Mouth MarketingLincoln Garrick, Solstice Advertising
Welcome
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• Word of Mouth–The act of consumers providing
information to other consumers
WHAT
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•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
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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
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WOMM Philosophy 101
Word of mouth can't befaked or invented
WHAT
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2006 = ill-will
2009 = FTC violation $11,000 per occasion, case-by-case
WHAT
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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
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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
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WOMM Philosophy 201
All word of mouth marketing techniques are based on the concepts of customer satisfaction, two-way dialog, and transparent communications
WHAT
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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
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• 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
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Target (Influencers / Evangelists)Channel (Viral / Non Viral)
IN THE WEEDS
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Buzz MarketingViral MarketingCommunity MarketingGrassroots MarketingEvangelist MarketingProduct Seeding
IN THE WEEDS
Influencer MarketingCause MarketingConversation CreationBrand BloggingReferral Programs
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• 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
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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
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• 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
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PARTING SHOT
www.youtube.com/watch?v=OdB7GDZY3Pk