Word of Mouth - Truman State University


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This presentation was given to students at Truman State University in March 2008. Examples from the sustainability movement were used to illustrate word of mouth marketing strategies.

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  • September 2006 was a turning point for me professionally. CBS announced its line up of fall shows. Laser-printed logo on 35 million eggs sold in supermarkets. They called it egg-vertising. Novel? Sure. Publicity generator? Huge. Disheartening: we all live with so much ad clutter… … do we really need to pollute and interrupt breakfast now to get noticed? What jazzes me about Word of Mouth Marketing is that it’s a TRANSFORMATIVE TOOL to conduct better, more responsible, interesting business -- not just SELLING STUFF. Based on HONESTY, EFFICIENCY, TRUST. Organizations of all sizes, private and public sectors can use it effectively.
  • Word of Mouth - Truman State University

    1. 1. The Art & Science of Word of Mouth Marketing 03.26.2008
    2. 2. Word of Mouth Defined Source : WOMMA <ul><li>WORD OF MOUTH (WOM) </li></ul><ul><li>The sharing of an opinion about a product or service between two or more people. </li></ul><ul><ul><ul><li>When a marketer says something, it’s advertising or PR. </li></ul></ul></ul><ul><ul><ul><li>When a consumer says it, it’s word of mouth. </li></ul></ul></ul>
    3. 3. Amplified vs. Organic WOM AMPLIFIED A marketing campaign designed to encourage or accelerate WOM in existing or new communities. ORGANIC A natural occurrence when people become advocates because they’re happy and have a natural desire to share their enthusiasm.
    4. 4. WHY?
    5. 5. on business purchase decisions #1 influence Source: KellerFay Group
    6. 6. of B2B Advertising, Direct mail or Press coverage More than TWICE the influence Source: KellerFay Group
    7. 7. #1 CONSUMER TRUST
    8. 8. <ul><li>How likely are you to recommend Company or Product X to a friend or colleague? </li></ul>Accountability, Cultural & Operational Transformation
    9. 9. A Mindset, A Movement <ul><li>… and Marketing Channel </li></ul>
    10. 10. Word of Mouth Has Always Mattered <ul><li>92% cite WOM as a BEST trust Word-of-Mouth for purchase ideas and information </li></ul><ul><ul><li>56% trust editorial content </li></ul></ul><ul><ul><li>55% trust advertising </li></ul></ul><ul><li>76% TRUST others opinions </li></ul><ul><ul><li>56% own past experience </li></ul></ul><ul><ul><li>15% advertising </li></ul></ul>
    11. 11. Word of Mouth is Different Online
    12. 12. Online WOM is a Game Changer
    13. 13. Reputation in Ruins Source : TNS Media Intelligence/Cymfony
    14. 14. Disproportionate Digital Influence Source : The Influentials, Jon Berry & Ed Keller Authors Jackie Huba & Ben McConnell <ul><li>10% </li></ul><ul><li>Americans influence the other 90% </li></ul><ul><li>1% Rule </li></ul><ul><li>For every 1 person who posts on a digital forum, at least 99 others view that content but don’t leave a trail. </li></ul>
    15. 15. The Network Affect Source : MotiveQuest, LLC Mavens – 20% of online influencers. Post very frequently and get their social worth from knowing and sharing Networked Opinion Formers – the other 80% of the online people looking for information Offline word of mouth. Get many of their options from their online friends because of the network effect
    16. 16. Mediascape: Not What It Used to Be <ul><li>WOM Matters More than Ever </li></ul>
    17. 17. New Channels of Insight & Engagement <ul><li>Video-sharing site </li></ul><ul><li>Average site visit: 48 minutes </li></ul><ul><li>100 million video streams per day </li></ul><ul><li>100,000+ videos uploaded / day </li></ul><ul><li>Fastest-growing web site in Internet history </li></ul><ul><li>61% of visitors: 35+ </li></ul><ul><li>Social networking site with 222 million members </li></ul><ul><li>More page views per day than Google and eBay combined </li></ul><ul><li>Drives more traffic to retailers than MSN Search </li></ul><ul><li>Over 50 % of users are 35 or older </li></ul><ul><li>1 in 3 are 45+ </li></ul><ul><li>Blogs: online personal journals - 112 million (12-17-07) </li></ul><ul><li>2 new blogs each second </li></ul><ul><li>Perpetual focus group </li></ul><ul><li>64 million users </li></ul><ul><li>Average site visit: 20 minutes </li></ul><ul><li>6th most visited site in the world </li></ul><ul><li>50+ of users return daily </li></ul>
    18. 18. WOM Must Be Transparent and Ethical Types of Unethical Word of Mouth Marketing Stealth Marketing: Deceiving people about marketing being involved with a communication. Shilling: Payola for product promotion without disclosing you work for a company. Impersonating a customer. Infiltration: Using fake identities in an online discussion to promote a product. Defacement: Vandalizing or damaging property to promote a product. Falsification: Knowingly disseminating false or misleading information. Spam… of any kind Source : WOMMA
    19. 19. Think LESS about enhancing your BRAND image… … MORE about what’s of VALUE to WOM participants Psychology
    20. 20. WOM Marketing Types of Word of Mouth Marketing viral marketing buzz marketing community marketing grassroots marketing evangelist marketing product seeding influencer marketing cause marketing conversation creation brand blogging referral programs Source : WOMMA Give People a REASON to TALK … … make it EASY to tell others
    21. 21. The Ultimate Goal Turn Prospects into FRIENDS … … Customers into EVANGELISTS Friends into CUSTOMERS … Source : Seth Godin
    22. 22. Be Remarkable Be Interesting -- or Be Invisible! -- Andy Sernovitz Source : Purple Cow, Seth Godin Be Interesting -- or Be Invisible! -- Andy Sernovitz
    23. 23. WOM Strategies
    24. 24. Encourage Communications
    25. 25. Encourage Communications
    26. 26. Give People Something to Talk About
    27. 27. Give People Something to Talk About THINK BIG
    28. 28. Connect People & Build Community
    29. 29. Work with Influential Communities
    30. 30. Evangelist & Advocacy Programs
    31. 31. Engage in Active Listening
    32. 32. Engage in Active Listening Source: TalkTrack ™, Keller-Fay 2006
    33. 33. Give People Something to Talk About
    34. 34. Monitor and Measure Associations with “Plastic” Anya Hindmarch phenomenon Pyrex Glassware as Tupperware alternative Discussion around using canvas or reusing plastic grocery bags. Plastic Recycling habits Source : Nielsen BuzzMetrics
    35. 35. Give People Something to Talk About
    36. 36. Give People Something to Talk About
    37. 37. Co-Creation & Information-Sharing
    38. 38. WIIFM?
    39. 39. <ul><li>Social Media: </li></ul><ul><li>“ Agencies don’t get it” </li></ul><ul><li>ADWEEK , </li></ul><ul><li>Feb. 28, 2008 </li></ul>TNS Media Intelligence/Cymfony Study
    40. 40. Do it. Share it. Think in ecosystems.
    41. 41. Think Substance & *New* Channels. Source : Email Experience Council
    42. 42. Grassroots can trump institutions
    43. 43. Triple Bottom Line - Time Mag The defining challenge of the 21st century will be to face the reality that humanity shares a common fate on a crowded planet. Feb. 28, 2008
    44. 44. YOU Can Be A Pioneer!
    45. 45. Willow Lundgren Workshops, Seminars & Strategy [email_address] 816.914.1490 Thank You