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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

    • 1. A Social Media Knowledge Benchmark Ranjiv Dhuga MKTG 6900A Fall 2009
    • 2. 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
    • 3. 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
    • 4. 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.
    • 5. 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
    • 6. 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
    • 7. 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
    • 8. What does it all mean?
      • WOMM is growing
      • Cheap and Effective
      • Your credibility and reputation drives WOMM