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Trade Book Review for PRCA 3030

by Damara Simmons on Mar 10, 2010

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Hello, my name is Damara Simmons-McFerren and I will be telling you about Word of Mouth Marketing: How Smart Companies Get People Talking, by Andy Sernovitz
Andy Sernovitz currently teaches word of mouth marketing at Northwestern, and is President Emeritus of the Word of Mouth Marketing Association. He has held a host of other jobs, among those running a business incubator and starting half a dozen companies. The CEO of consulting company GasPedal, he is a very popular keynote speaker and an 18-year veteran of the interactive marketing business. He writes a newsletter and blog, both titled "Damn, I Wish I'd Thought of That."
Word of mouth marketing by definition is giving people a reason to talk about your stuff, and making it easier for that conversation to take place. It is everything and anything you can do to get people talking. Your company or product should make people want to tell their friends about it. There are four essential rules to word of mouth marketing: be interesting, make it easy, make people happy, and earn trust and respect. Nobody talks about boring companies, products, or ads. If you want people to talk about you, you must do something that will give people a reason to talk. Find a simple message and help people share it so that your ideas are portable; your happy customers are your greatest advertisers, so thrill them by creating amazing products or providing excellent service to make their experience remarkable. Lastly, if you don’t have respect, you don’t get good word of mouth. Always be an honorable company and make ethics part of everything you do.
In word of mouth marketing, marketing is what you do, not what you say. I was surprised to hear that in word of mouth marketing, you are the user experience for your product or company. You are the total of how people feel or what they do when interacting with your product. If you have dependable products and great services, people will feel compelled to say good things about you; however, if you do not do a good job, people will feel compelled to talk about that as well. Everything in word of mouth marketing starts with the right kind of talkers. There are seven: happy customers, online talkers, logo lovers, eager employee, listeners, fans and hobbyists, and professionals. The most familiar of these are the happy customers you already have, but your most effective talkers are your employees.
In the book there is a section dedicated to simple ways to rack what people are saying. Search engines will tell you just how influential your talkers are, and Andy Sernovitz suggests that using Technorati is a great way to test this. Technorati is an internet search engine for searching blogs. It’s name is a blend of technology and literati, which means technological intelligence. I would like to use this search engine whenever I need to find more information about specific topics that people blog about. You can click on the word Technorati above to view a short video of what the site does and hear employee talk about why they love what they do.
I would definitely recommend this book to readers. Not only was it an clear and easy-going read, it kept me interested because it introduced new perspectives that I had never been exposed to. When you read a trade book, you do not want to read the same thing that every other site says. Andy Sernovitz did a wonderful job of providing excellence examples and credible sources, as well as proving why he’s been so succcessful in the word of social media marketing.
Once again, my name is Damara Simmons-McFerren, and this has been a presentation on Andy Sernovitz’ Word of Mouth Marketing: How Smart Companies Get People Talking. Please feel free to can contact me via twitter, or visit my WordPress blog.

Trade Book Review for PRCA 3030 — Webinar Transcript

Word of Mouth Marketing
How Smart Companies Get People Talking
By: Andy Sernovitz
Slidecast by: Damara Simmons-McFerren
About the Author:Andy Sernovitz
Northwestern word of mouth marketing professor
CEO- GasPedal
Keynote Speaker
Businessman
18-year veteran of interactive marketing
What did word of mouth marketing teach me?
- What is word of mouth marketing?
- Wherever you go, whatever industry you’re in, cause a conversation
- Rules of word of mouth marketing
- Honesty is the best policy
- UR the UE
- There are many different types of “talkers”
What surprised me?
Want to know more?
Technorati: the bloggers bible
Survey Says…
Yes!
Contact Me!
Damara Simmons-McFerren
Follow me on Twitter: @DamaraSimmons
Check out my Blog: www.wordpress.com/damarasimmons

Trade Book Review for PRCA 3030

by Damara Simmons on Mar 10, 2010

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Trade Book Review for PRCA 3030 — Webinar Transcript