word of mouth marketing seminar - kylie warne brand bureau
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DESCRIPTIONAre people talking behind your back? If not, they should be! Kylie Warne, Managing Director of Brand Bureau, works with clients to integrate word-of-mouth marketing into their marketing activities. In this thought-provoking and interactive keynote presentation and workshop, Kylie will discuss the science and art of generating word of mouth, along with some case study examples and handy hints and tips for library marketing. Presented at LibMark's Word of Mouth Marketing Seminar in June 2014
Everyone’s a Marketer:The Power of Word-of-Mouth
Kylie WarneBrand Bureau
Setting the scene
Traditional vs omnichannel
From consumers to prosumers
Behavioural trends for 2014
2. Hyper efficiency
3. New industrial revolution
6. Super-personalisedSource: Forbes
All about WOM and WOMM
Word of mouth marketing (WOMM)Any action by the library that earns a
Word of mouth (WOM)Word of mouth, or viva voce, is the passing of
information from person to person.
• Most powerful form of marketing – but should be part of an integrated marketing approach
• Online and offline• Builds brands• Drives engagement
– Membership– Usage– Participation– Collection development
• Sparks conversations– Between customers– Between customers and the library– Between customers and other influencers
• WOMM is increasing due to connectivity through social media
Importance of WOMM
– Honest and authentic marketing messages – from your library to customers, and from customers to customers
– Transparent and trustworthy behaviour – this relates to privacy matters between libraries and consumers
– Listening, participating, responding and encouraging in conversations both online and offline
– Define, monitor and evaluate your program’s success
– The ability to do it over and over again to enable your library to become a truly talkable brand
Attributes of effective WOMM
• Social currency: People care about how they look to others. Find the inner remarkability and make people feel like insiders.
• Triggers: Top-of-mind means tip-of-tongue. Trigger people to think about your idea frequently.
• Emotion: When we care, we share. Focus on feelings rather than function.
• Public: Built to show, built to grow. Design initiatives that advertise themselves.
• Practical value: News you can use. Package knowledge so that others can easily pass it on.
• Stories: Information travels under what seems like idle chatter. Find a story that people want to tell that carries your idea along for the ride.
The Principals Behind WOM...
Source: Jonah Berger, Contagious: Why Things Catch On
• Social currency: How can libraries make people feel they have access to cool things before others do?
• Triggers: What will prompt people to think of libraries?
• Emotion: How can you deepen people’s emotional connection to library services?
• Public visibility: How can people recognise that others are library users or supporters?
• Practical value: What useful information do libraries provide? How can that be packaged so that people absolutely must tell their friends?
• Stories: How can you inspire people to share their library stories?
...and the Relevance to Libraries
• Why are recommendations important for marketing? Because recommendations indicate:– Preference from a customer– Leads to transaction by a customer (join, borrow,
attend) – Leads to a strong possibility that the customer will
tell others through WOM
• How can we drive recommendations? Some examples:– Delivering the best products or services in a
particular category– Providing a great customer experience– Rewarding customer loyalty
Earning customer recommendations
1. Give your customers a reason to review you/talk about you (start by providing an outstanding experience)
2. Make customers “library insiders” – ask their opinion then listen3. Join the conversation and engage people4. Monitor your library’s reputation – satisfaction surveys, Google Alerts5. Contact those who leave a negative review6. Choose the right tools – online and offline7. Make your Facebook, Twitter and Instagram accounts easily accessible
from your library so customers can reach out with comments and questions.
8. Place customer reviews on your homepage9. Ask! Follow up after engagement – encourage customer to review and
recommend to their networks10. Ask the right questions to receive a fit-for-purpose review –
understand their interests, biggest concerns when dealing with your library
11. Contact those who leave you glowing reviews and ask permission to share their shoutout on your site and social media networks
12. Run a contest, ask customers to add a hashtag on Instagram or post a quick note on your Facebook page.
13. Reward those who review14. Include the customer’s name and picture when you post the
14 tips to get people talking about you
Types of talkers/influencers
Eg a happy customer
Eg an employee or supplier
Eg a book club leader
Eg a local Councillor, a teacher
Eg a TV personality
With which talkers can your library engage?
Attributes of talkers/influencers
Where people talk and recommend
Source: WOMMASource: Ubiquity Media
• Promoting 24/7 online resources for customers, branded as BCL WoW (Without Walls)
Broward County Library (Florida, US)
• WOMM goals :
– Staff members to play a vital role in communicating online services to customers.
– Customers to champion the library’s cause by marketing these services to their friends and family
– Library staff members receive a monthly email that announces the WoW of the month they are encouraged to promote.
– Each branch given a supply of attractive palm cards for the service, with simple instructions to make it easy for the customer to give it a try.
– Messages about the featured service are also posted on Facebook and Twitter.
• Since the plan was put into action, BCL has noticed an increase in the use of its online service offerings.
• For example, Freegal music downloads increased 400%, and online tutoring sessions via Brainfuse and Zinio magazine downloads more than doubled.
Broward County Library
• The National Center for Family Literacy (NCFL) needed to launch a new online literacy resource
• Created a website to be a place that nurtured the sense of wonder inside everyone. Welcome to Wonderopolis.
• Wonderopolis doesn’t start with answers. It starts with questions, offering kids a new “Wonder of the Day,” every day, inspired by the kinds of things that kids naturally wonder about—such as “Why are flamingos pink?” or “How hot is the sun?”
• Strategy to launch Wonderopolis and grow it into a self-sustaining literacy movement.
– Engage users in two-way dialog on Wonderopolis.org and accompanying Facebook and Twitter accounts
– Identify “hand-raisers”— key audiences who loved the site and could become part of a Wonderopolis community.
– During the summer, typically a slow time for educational websites, the site was transformed into Camp What-A-Wonder, with questions such as “What does poison ivy look like?”
– Phase II, now in process, will translate excitement around Wonderopolis into a community that will live online and offline.
• Wonderopolis.org launched in October 2010. In the first month, it attracted more than 18,500 visitors.
• Between January and August, 2011, the number of monthly unique visitors grew by 670 percent.
• Growth was fueled almost entirely by people talking about and sharing Wonderopolis with each other. As word about Wonderopolis has spread, so has the level of visitor engagement.
• Facebook and Twitter fans have contributed an average of 48 comments and 348 @Wonderopolis mentions, respectively, each month.
• Time named Wonderopolis one of 2011’s 50 Best Websites, noting that the articles are “just plain interesting, and make for addictive reading even for those of us who are, in theory, all grown up.”
Take a break then...
It’s your turn!
• Break into small groups
• Enter library name
• Select specific initiative you wish to promote via WOMM
• Take 10 minutes to complete each of the 5 T’s
• Several groups will be asked to present their strategies prior to lunch break
• Get them talking - deliver a great experience is a start
• Embed WOMM into your existing marketing touchpoints
– Ask for reviews and shoutouts
– Choose the right tools to engage
– Join the conversation
– Make your Facebook, Twitter and Instagram accounts easily accessible
– Reward reviewers
• Be familiar with the psychology behind what makes people talk
• Understand who your talkers are and where they talk