Strategic Word-of-Mouth Marketing: Cut Through the Clutter

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Discover how strategic word-of-mouth marketing can help build your business. Statistics on the industry, concepts from thought leaders, including vIDEAn Unlimited, Ben McConnell and Jackie Huba, Seth Godin, and others.

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  • ALNV background (in bio)
  • Today, give you some useful ideas to implement WOMM right away Start with definitions Who has recommended a restaurant, movie? = Word of mouth Who rec’ favorite Web site, or sent a great email? = Word of mouse WOMM also called: Buzz mktg Viral mktg One-to-one One-to-many Customer evangelism Social marketing [slide] First start with product or service that’s worth talking about
  • Some companies hiring people to look like natural word of mouth [slide] WOMMA since Nov. 2004
  • How many people here trust the info they see in ads? [slide]
  • Our minds are cluttered with marketing [slide] WOM cuts through the clutter People talking with people
  • [slide, 1&2] = Word of mouth [slide, 3-4] = Word of mouse More and more happening in social media
  • Established importance -> practical steps To create WOMM strategy, need communication process - LINC [slide] Today, just a taste of LINC Illuminate step involves brainstorming where we hash out ideas for WOMM Unique ideas to get people talking using Customer Evangelism Especially to use technology effectively
  • Creating Customer Evangelists talked to several “buzz” co.’s and discovered six tenets [slide] Jot down ideas on form provided
  • Plus = like Delta = change [slide] Mark Cuban story 1,000 emails his team sees and responds to every day ? How make it easy for your customers to give feedback? You: Get on Twitter. Follow clients. Ask questions? Send customer service survey with invoices (all electronic) Other ideas?
  • [slide] Seth Godin, Ideavirus MIT materials "E-mail is a great way to leverage a resource constrained company,” Bill Nussey, author The Quiet Revolution in Email Marketing restaurant on a budget simply could send out e-mails to customers with new menu The opt-in e-mail is a great way to spread the word, can forward it Large lists, suggest a Constant Contact Web-based system: list management, newsletter templates, and tracking, beginning at $15 a month for lists of up to 500 names. You: Web site, email tips Examples?
  • [slide] Oprah hard to leverage Network hubs – leaders Dave Neupert founded the word-of-mouth marketing company M80 Surfing blogs and chat rooms, found video-game enthusiasts and television junkies. He trained them to hype things they adored created Internet forums that contained information, clips and gossip, and primers on how to spread the word attack Internet message boards with rave reviews, & worked free, out of a love for the products (T-shirts rewards) You: Network with leaders of groups, associations
  • [slide] St. Petersburg Times: customers using on-site technology Shoppers yacking on cell phone cameras or text messages share decision-making; Car dealers Train sales people to suggest on-the-spot picture; might close the sale. Victoria's Secret, clerks encourage customers to take photos & get reactions to prospective outfits. Blogs hot; where your customers can interact The Dark Night , Warner Bros. Batman movie scheduled out next year, already promoting it with strategically placed posters, playing cards, and a handful of static microsites, all of which have been "defaced" by the movie's villain, the Joker. latest features a secret image that can only be revealed upon referring friends -- one at a time -- to the site You: Find out what customers like to do and get them together to do it. Start a blog, Customer training dinners. Start a Tribe.
  • [slide] You: LinkedIn or Facebook group
  • [slide] Solution People, KnowBrainer Ammo Marketing recently created WOM in San Fran for Volvo, wanted younger audience who typically doesn't think of Volvo. ID’d 120 influencers in high-tech jobs, offered 10-day extended test drive and invited to Volvo-sponsored events. 360 percent increase in opinion Volvo is for young people, spikes in opinions that price is right and brand is cool Three months later, 40 percent increase in sales among the target audience You: Become the expert, all about connections (you need someone/something, see me). Consulting offer. Highlights of a report.
  • [slide] Rhinos at Zoo Southwest Airlines’ Freedom Get healthy! Pizza Free fat-free pizzas, biz almost went away Steve Neid put his product on Web sales of 40 to 50 six-packs of pizza a week, jumped to 150 six-packs a week when hit Weight Watchers site You: What emotional commodity are you selling?
  • [slide] Make people feel special, like an “insider” Llama caddy
  • [slide] Not too complicated Have to do something people want to talk about Consider the customer
  • More and more books, starting in late 1990s [slide] See handout
  • [slide] Business-Tribe Architect Contact me: copy of slides questions resources
  • Strategic Word-of-Mouth Marketing: Cut Through the Clutter

    1. 1. Cut Through the Clutter: Strategic Word-of-Mouth Marketing V idea n Unlimited Marketing Connections Evoke the Power of Connections ™ Ann N. Videan, APR Business-Tribe Architect [email_address] 480.813.2408 www.videanunlimited.com/ March 2009
    2. 2. WOM Foundation <ul><li>In many cases, WOM isn't actually &quot;marketing&quot; at all. </li></ul><ul><li>It's fantastic products/services that get customers talking about you. </li></ul><ul><li>It's great customer service that earns customer respect. </li></ul><ul><li>It’s made easy by technology </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    3. 3. Ethical WOMM <ul><li>WOMM is never about deception </li></ul><ul><li>No stealth marketing, shilling, or anything hiding the marketer's involvement </li></ul><ul><li>Word of Mouth Marketing Association (WOMMA) Code of Ethics </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    4. 4. Ads vs. WOMM <ul><li>76% don’t believe ads (Yankelovich, 2005) </li></ul><ul><li>92% cite WOM as best source for product ideas (GfK NOP/Roper) </li></ul><ul><li>76% of all Americans talk about at least one brand a day, and average 10 (TalkTrack, Keller Fay Group, 2006) </li></ul><ul><li>112 marketing-relevant conversations/week/person (TalkTrack, Keller Fay Group, 2006) </li></ul><ul><li>Positive WOM 6x more likely than negative WOM (Keller Fay Group, 2006) </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    5. 5. Why It Works <ul><li>35,000 marketing messages a week </li></ul><ul><li>Average consumer acts on just 3 to 5, but act on 1 in 3 WOM suggestions </li></ul><ul><li>Influencers spread the word to an average of 11 to 17 people </li></ul><ul><li>No. 1 type of media driving purchases </li></ul><ul><li>(DM News, March 24, 2006) </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    6. 6. How WOMM Happens <ul><li>Most often face to face (70%) </li></ul><ul><li>Telephone (19%) </li></ul><ul><li>Email (4%) </li></ul><ul><li>Instant messages and text messages (3%) </li></ul><ul><li>Online chat rooms and blogs (1%) </li></ul><ul><li>Youth conversations 3x as likely to happen digitally </li></ul><ul><li>(Keller Fay Group, 2008) </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    7. 7. WOMM Process <ul><li>V idea n Unlimited LINC process </li></ul><ul><ul><ul><li>Listen </li></ul></ul></ul><ul><ul><ul><li>Illuminate </li></ul></ul></ul><ul><ul><ul><li>Nurture </li></ul></ul></ul><ul><ul><ul><li>Create </li></ul></ul></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    8. 8. Getting Started <ul><li>Six tenets ( Creating Customer Evangelists , by Ben McConnell & Jackie Huba) </li></ul><ul><ul><ul><li>Customer Plus Delta </li></ul></ul></ul><ul><ul><ul><li>Napsterize Your Knowledge </li></ul></ul></ul><ul><ul><ul><li>Build the Buzz </li></ul></ul></ul><ul><ul><ul><li>Create Community </li></ul></ul></ul><ul><ul><ul><li>Create Bite-Size Chunks </li></ul></ul></ul><ul><ul><ul><li>Create a Cause </li></ul></ul></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    9. 9. 1. Customer Plus-Delta Continuously gather customer feedback. <ul><li>What do customers value (practical) or love (emotional) about you? </li></ul><ul><li>What would they change? </li></ul><ul><li>What exact words do they use to recommend you? </li></ul><ul><li>Make it easy for customers to provide feedback </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    10. 10. 2. Napsterize Knowledg e Share knowledge freely. <ul><li>The more you share, the faster the marketplace absorbs it. </li></ul><ul><li>The more info you give, the more valuable it becomes. </li></ul><ul><li>What ideas or knowledge can you share? </li></ul><ul><li>How can you package knowledge to share easily? </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    11. 11. 3. Build The Buzz Expertly build word-of-mouth networks. <ul><li>Mega hubs </li></ul><ul><li>Identify &quot;network hub&quot; leaders or influencers </li></ul><ul><li>Track how customers find you </li></ul><ul><li>Identify your customers’ networks </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    12. 12. 4. Create Community Encourage communities of customers to meet and share. <ul><li>Customers have a vested interest in you </li></ul><ul><li>Your product/service connected them </li></ul><ul><li>Get clients to meet </li></ul><ul><li>Find their common interests </li></ul><ul><li>Use technology </li></ul><ul><li>Create a Tribe </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    13. 13. 4. Create Community Encourage communities of customers to meet and share. <ul><li>A Tribe (as defined by Tribes author Seth Godin) </li></ul><ul><ul><li>• Share common goal/cause/interest </li></ul></ul><ul><ul><li>• Create a space for people to communicate easily </li></ul></ul><ul><ul><li>• Leading, not managing </li></ul></ul><ul><ul><li>• Allow members to create what they will </li></ul></ul><ul><ul><li>• Exclusive to a certain group </li></ul></ul><ul><li>Examples: Oprah, home schooling, Apple users </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    14. 14. 5. Create Bite-Size Chunks Devise specialized, smaller offerings to get customers to bite. <ul><li>Low-risk intro to your product/service </li></ul><ul><li>Small training seminar, reduced feature, limited use </li></ul><ul><li>Which products/services can be divided into smaller components? </li></ul><ul><li>What groups would showcase it? </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    15. 15. 6. Create a Cause Focus on making the world/industry better. <ul><li>Adopt community causes </li></ul><ul><li>Sell a vision/dream </li></ul><ul><li>Is there a societal issue affecting your customers? </li></ul><ul><li>How can your products/services improve or change customers’ lives? </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    16. 16. Stimulate Buzz <ul><li>Disclose information to invitation-only lists </li></ul><ul><li>Create sneak preview for hubs </li></ul><ul><li>Go beyond obvious </li></ul><ul><li>Make your “behind the scenes” visible </li></ul><ul><li>Be a little outrageous </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    17. 17. What’s the Secret? <ul><li>“ Give real people interesting things to talk about, and make it easier for that conversation to take place.” — Andy Sernovitz </li></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    18. 18. Check out the books <ul><ul><ul><li>Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force </li></ul></ul></ul><ul><ul><ul><li>(Ben McConnell, Jackie Huba, Guy Kawasaki, 2002) </li></ul></ul></ul><ul><ul><ul><li>Citizen Marketers: When People Are The Message (Ben McConnell, Jackie Huba, 2006) </li></ul></ul></ul><ul><ul><ul><li>Tribes: We Need You To Lead Us (Seth Godin, 2008) </li></ul></ul></ul><ul><ul><ul><li>Word of Mouth Marketing: How Smart Companies Get People Talking (Andy Sernovitz, Seth Godin, Guy Kawasaki, 2006) </li></ul></ul></ul>Ann N. Videan, APR Evoke the Power of Connections ™ [email_address]
    19. 19. Cut Through the Clutter: Strategic Word-of-Mouth Marketing V idea n Unlimited Marketing Connections Evoke the Power of Connections ™ Ann N. Videan, APR Business-Tribe Architect [email_address] 480.813.2408 www.videanunlimited.com/

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