Review of Word Of Mouth Marketing
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  • If there is conversation amongst countless people, then word of mouth marketing, whether negative or positive is a reality

Review of Word Of Mouth Marketing Review of Word Of Mouth Marketing Presentation Transcript

  • A Social Media Knowledge Benchmark Ranjiv Dhuga MKTG 6900A Fall 2009
  • What is Word of Mouth Marketing?
    • Its everything you can do to get people talking
    • C2C Marketing  B2C2C Marketing
    • Internet has brought ‘word of mouth’ out of the shadows
      • Business involvement
      • 80% is still offline
    • Organic WOMM: springs naturally from the positive qualities of your product
      • Enterprise Rent A Car will pick you up
    • Amplified WOMM: started by intentional campaign to get people talking
      • Bridezilla, Sunsilk Canada
  • Five T’s of Word of Mouth Marketing
    • Talkers: Who will tell their friends about you?
      • Happy customers and honeymooners
    • Topics: What will they talk about?
      • Give people something to talk about
    • Tools: How can you help the message travel?
      • Ask people to spread the word
      • Put everything in an email
      • Put a ‘tell a friend’ link on every page of your website
      • Blogs, message boards, forums
        • Great tool to extend and/or accelerate a conversation
  • Five T’s of Word of Mouth Marketing
    • Taking Part: When and how should you join the conversation?
      • BIG IDEA: word of mouth is as much about customer service as it is about marketing
      • Do not take part if you’re always trying to sell or promote
        • This damages your reputation and creates negative word of mouth
    • Tracking: What are people saying about you?
      • Free market research
      • Search engine alerts, blog alerts, news alerts etc.
  • Review- Valuable Information
    • Distinguishing the difference between word of mouth and word of mouth Marketing
    • How to participate effectively in word of mouth marketing
          • Implementing the 5 T’s
          • Ethical participation
    • The Value of word of mouth marketing
          • Positive feedback – Negative feedback = WOM reputation
  • Review- What could have been done better?
    • The impact of social networking sites
      • Reaching people that aren’t an obvious target
    • Taking a global perspective
  • WOMM and SMM
    • They go hand-in-hand
      • Feed off each other, promote conversation
      • Blogs, message boards, forums, email forwards
      • Hyper-speed communities (Facebook, MySpace)
    • Key Idea: WOM is the message, SM is the medium
    • The 5 T’s and SMM
      • Talkers
      • Topics
      • Tools
      • Taking Part
      • Tracking
  • What does it all mean?
    • WOMM is growing
    • Cheap and Effective
    • Your credibility and reputation drives WOMM