Review of Word Of Mouth Marketing

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

Review of Word Of Mouth Marketing

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