SMB Seattle - Offline WOM by Saul Colt


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January presentation to SMB Seattle by Saul Colt.

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SMB Seattle - Offline WOM by Saul Colt

  1. 1. Clever presentation titleCreating amazing Offline Word of Mouth to drive online chatter! Saul Colt – Head of Magic November 25th, 2011– Social Media Breakfast - Seattle, Wa
  2. 2. A fancy professional speaker once told me to remove the first two slides of all my presentations because they were usually unnecessary.2
  3. 3. …but that is going to make the third slide harder to understand…but here goes.3
  4. 4. ….and I LOVE women! 44
  5. 5. Be Interesting Yourself! 55
  6. 6. So why am I here today? 66
  7. 7. To explain a few of the ways to create offline WOM with or without a budget…. 77
  8. 8. Lessons from Dick Shawn. 88
  9. 9. And that is how you too can get on a Digital Board in Times Square! 99
  10. 10. A simple search for the definition of Word of Mouth in Wikipedia will tell you that…. 1010
  11. 11. “Word of Mouth” was the second album by Jaco Pastorius, released in 1981 while the bassist was a member of of the band Weather Report 1111
  12. 12. …and while that is true I prefer to explain it as doing something so fascinatingly interesting that people have no other choice but to tell their friends about a cool experience they had. 1212
  13. 13. [This is a good place for an apology] 1313
  14. 14. If real world WOM is about creating experiences.14
  15. 15. …then those experiences better be creative! Quick Points on Creativity: • Creativity does not come from a committee. • Creativity comes from thinking uniquely and being fearless.15
  16. 16. Ways to create experiences if you are not on antidepressants! • Look for obvious connections (Do research) • Play on Emotions. • Force people to ask questions. • Add Conflict. • Make people feel special. • Be Interesting Yourself. 1616
  17. 17. Look for connections/Do research! • Wikipedia • The Googles • LinkedIn • Blogs • Twitter Search 1717
  18. 18. 18
  19. 19. Play on Emotions! • Surprise and Delights! • Make it as personal as possible. 1919
  20. 20. Force people to ask Questions!?! • What are you up to? • Why are you doing this? • You aren’t trying to sell me water dispensers are you? 2020
  21. 21. Add Conflict! • Kidnapping for fun and profit 2121
  22. 22. Make People Feel Special! • Spend time with your community. Especially if they are female. • Go beyond expectations. • Make22 Girlfriends! 22
  23. 23. Be Interesting Yourself! 2323
  24. 24. Be Interesting Yourself! 2424
  25. 25. Live the life of your customers. Fight for what they care about and be an advocate for their voice..25
  26. 26. …and if that ain’t your thing you could always just do interesting things.26
  27. 27. Do interesting things. (With Barter)27
  28. 28. Do interesting things. (With Dead Inventory)28
  29. 29. Do interesting things.29 (With Emotions)
  30. 30. Do interesting things.30 (With Customers)
  31. 31. Everything you do with or without a budget should be about, and include your customers.31
  32. 32. Including your customers is the same as fighting for them.32
  33. 33. By promoting your customers you are forming a real connection and with that connection you will empower your customers to talk about your company and indirectly you have a highly passionate sales force!33
  34. 34. The more connected you are with your customers the better you will know what they want, like…34
  35. 35. …the more you will try to not disappoint them. (with a WOM initiative that is a huge miss)35
  36. 36. These types of activities will help build your brand and start lots of conversations, and when it is all said and done those are the only things a competitor can’t steal!36
  37. 37. Do Interesting Things37 (by keeping your eyes open)
  38. 38. Opportunities are literally everywhere! 3838
  39. 39. anyone remember that Times Square Slide?39
  40. 40. And this is how you too can get on a Digital Board in Times Square! 4040
  41. 41. So…in closing. 4141
  42. 42. 1- Take a stand on something your customer base (and you) believe to create positive attention with a purpose. 4242
  43. 43. 2- Barter (beg) like you are a virgin on prom night43
  44. 44. 3- Dead Inventory is called Dead for a reason. 4444
  45. 45. 3-Everything you do should be about, and include your customers.45
  46. 46. 4- Keep your eyes open for opportunities to use other people’s “stuff” to start conversations. 4646
  47. 47. Lastly… (for real this time) maybe. 4747
  48. 48. Three other things to remember… Live The 4 E’s • Execute • Extraordinary • Experiences • Everyday -Mike McDerment, CEO of FreshBooks 4848
  49. 49. Three other things to remember… ”The absolute best things about WOM campaigns are that if they fail it usually means no one knows about them.” -Andy Sernovitz, CEO of Gaspedal 4949
  50. 50. Three other things to remember… If you want to give something away for free…give something away for free. Never make your customers work because they aint gonna. -Bill Veeck, Baseball Hustler 5050
  51. 51. …and what exactly am I calling this new way to spread to messages to people with or without a budget? 5151
  52. 52. The Aristocrats! 5252
  53. 53. ….and now finally, if you remember nothing else from this talk I hope it is that…. 5353
  54. 54. Girls find me irresistible! 5454
  55. 55. Any Questions? Did any of this make sense?
  56. 56. Contact me! @saulcolt saulcolt saulcolt Cell - 416-219-3259 5656