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WOM Keys to Success Consider co-creation Enroll consumers and organizational stakeholders when creating your program. These groups will tell you what they’re most interested in and what’s important from a marketing and measurement perspective. Accountability counts Measurement is key--it will help demonstrate the impact and value of your program. Start developing your own set of benchmarks. Execute, measure, report, repeat! Keep it simple Test and learn on a small scale with a focused program to find out what works for you. Be nimble and fine tune as you go. Make it customized Develop your WOM program with a specific consumer segment and marketing objective in mind. Be disciplined versus executing WOM for WOM sake. Some questions to ask are: Who is my targeted consumer group and why? How is my consumer willing to engage with my product or service? What is the basis for conversation? Educate the organization It’s important to educate your organization about results as well as how your program fits into the broader context of WOM marketing and Web 2.0 landscape.

Consider co-creation

Enroll consumers and organizational stakeholders when creating your program. These groups will tell you what they’re most interested in and what’s important from a marketing and measurement perspective.

Accountability counts

Measurement is key--it will help demonstrate the impact and value of your program. Start developing your own set of benchmarks. Execute, measure, report, repeat!

Keep it simple

Test and learn on a small scale with a focused program to find out what works for you. Be nimble and fine tune as you go.

Make it customized

Develop your WOM program with a specific consumer segment and marketing objective in mind. Be disciplined versus executing WOM for WOM sake. Some questions to ask are:

Who is my targeted consumer group and why?

How is my consumer willing to engage with my product or service?

What is the basis for conversation?

Educate the organization

It’s important to educate your organization about results as well as how your program fits into the broader context of WOM marketing and Web 2.0 landscape.