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A Social Media Knowledge Benchmark Ranjiv Dhuga MKTG 6900A Fall 2009
What is Word of Mouth Marketing? <ul><li>Its everything you can do to get people talking </li></ul><ul><li>C2C Marketing ...
Five T’s of Word of Mouth Marketing <ul><li>Talkers: Who will tell their friends about you? </li></ul><ul><ul><li>Happy cu...
Five T’s of Word of Mouth Marketing <ul><li>Taking Part:  When and how should you join the conversation? </li></ul><ul><ul...
Review- Valuable Information <ul><li>Distinguishing the difference between word of mouth and word of mouth Marketing </li>...
Review- What could have been done better? <ul><li>The impact of social networking sites </li></ul><ul><ul><li>Reaching peo...
WOMM and SMM <ul><li>They go hand-in-hand </li></ul><ul><ul><li>Feed off each other, promote conversation  </li></ul></ul>...
What does it all mean? <ul><li>WOMM is growing </li></ul><ul><li>Cheap and Effective </li></ul><ul><li>Your credibility an...
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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
  • Transcript of "Review of Word Of Mouth Marketing"

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