Word of Mouth Marketing & PR Best Practices for You and Your Team Ann N. Videan, APR  V idea n Unlimited Marketing Connect...
Word-of-Mouth vs.Word-of-Mouse Tactics <ul><li>
 Word of mouth </li></ul><ul><ul><li>Types </li></ul></ul><ul><ul><ul><li>...
Word-of-Mouth vs.Word-of-Mouse Tactics <ul><li>Word of Mouse </li></ul><ul><ul><li>Types </li></ul></ul><ul><ul><ul><li>Em...
Word-of-Mouth vs.Word-of-Mouse Tactics <ul><li>Word of Mouse </li></ul><ul><ul><li>Case study   </li></ul></ul><ul><ul><ul...
Word-of-Mouth vs.Word-of-Mouse Tactics <ul><li>Word of mouse </li></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul>...
Word-of-Mouth vs.Word-of-Mouse Tactics <ul><li>Word of mouse </li></ul><ul><ul><li>Case study </li></ul></ul><ul><ul><ul><...
Creating and Maintaining  Customer Evangelists <ul><li>Who’s already talking about your product/service? </li></ul><ul><li...
Creating and Maintaining  Customer Evangelists <ul><li>Everything starts with having an exceptional product/service </li><...
Identifying Influencers in Your Markets <ul><li>Ask customers: </li></ul><ul><ul><li>Who do you respect in your industry? ...
Identifying Influencers in Your Markets <ul><li>Search Web for key industry people </li></ul><ul><ul><li>Who’s quoted in o...
WOMM Books <ul><ul><ul><li>Citizen Marketers: When People Are the Message   by Ben McConnell and Jackie Huba (2007) </li><...
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Word-of-Mouth Marketing Best Practices

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A 2007 segment from a PR News Webinar, covering best practices for managing word-of-mouth marketing.

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Word-of-Mouth Marketing Best Practices

  1. 1. Word of Mouth Marketing & PR Best Practices for You and Your Team Ann N. Videan, APR V idea n Unlimited Marketing Connections [email_address] www.videanunlimited.com Evoke the Power of Connections ™ June 2007
  2. 2. Word-of-Mouth vs.Word-of-Mouse Tactics <ul><li>
 Word of mouth </li></ul><ul><ul><li>Types </li></ul></ul><ul><ul><ul><li>Face-to-face (networking, volunteering) </li></ul></ul></ul><ul><ul><ul><li>Telephone (working database, warm contacts) </li></ul></ul></ul><ul><ul><li>Case study </li></ul></ul><ul><ul><ul><li>Versatile Writing Solutions connection with AMA </li></ul></ul></ul>
  3. 3. Word-of-Mouth vs.Word-of-Mouse Tactics <ul><li>Word of Mouse </li></ul><ul><ul><li>Types </li></ul></ul><ul><ul><ul><li>Email (messages, e-zines, e-cards) </li></ul></ul></ul><ul><ul><ul><ul><li>www.constantcontact.com, www.verticalresponse.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.bluemountain.com, www.jacquielawson.com </li></ul></ul></ul></ul><ul><ul><ul><li>Instant messaging (IM) </li></ul></ul></ul><ul><ul><ul><li>Text messaging (TM) </li></ul></ul></ul><ul><ul><ul><li>Web sites </li></ul></ul></ul>
  4. 4. Word-of-Mouth vs.Word-of-Mouse Tactics <ul><li>Word of Mouse </li></ul><ul><ul><li>Case study </li></ul></ul><ul><ul><ul><li>Warner Bros.: The Dark Knight </li></ul></ul></ul><ul><ul><ul><ul><li>http://blogcritics.org/archives/2007/05/20/115847.php </li></ul></ul></ul></ul>
  5. 5. Word-of-Mouth vs.Word-of-Mouse Tactics <ul><li>Word of mouse </li></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><ul><li>Blogs (http://technorati.com/blogs/) </li></ul></ul></ul><ul><ul><ul><li>MySpace (www.myspace.com) </li></ul></ul></ul><ul><ul><ul><li>Imbee (www.imbee.com/) </li></ul></ul></ul><ul><ul><ul><li>MyPraize (www.mypraize.com/) </li></ul></ul></ul><ul><ul><ul><li>Yahoo groups ( http://groups.yahoo.com/ ) </li></ul></ul></ul><ul><ul><ul><li>YouTube (www.youtube.com/) </li></ul></ul></ul>
  6. 6. Word-of-Mouth vs.Word-of-Mouse Tactics <ul><li>Word of mouse </li></ul><ul><ul><li>Case study </li></ul></ul><ul><ul><ul><li>Mute Math alternative rock band </li></ul></ul></ul><ul><ul><ul><ul><li>http://en.wikipedia.org/wiki/Mute_Math </li></ul></ul></ul></ul>
  7. 7. Creating and Maintaining Customer Evangelists <ul><li>Who’s already talking about your product/service? </li></ul><ul><li>Find ways to let potential customers try your product/service </li></ul><ul><ul><li>McConnell/Huba’s “Bite-Size Chunks” </li></ul></ul><ul><li>How do they like to get information? </li></ul><ul><li>Feed them valuable information, systematically </li></ul><ul><li>Ask them to share </li></ul><ul><li>Be a friend </li></ul>
  8. 8. Creating and Maintaining Customer Evangelists <ul><li>Everything starts with having an exceptional product/service </li></ul><ul><li>Case study </li></ul><ul><ul><li>FullCircle Advantage, assisted living center </li></ul></ul>
  9. 9. Identifying Influencers in Your Markets <ul><li>Ask customers: </li></ul><ul><ul><li>Who do you respect in your industry? </li></ul></ul><ul><ul><li>Where you get industry information? </li></ul></ul><ul><ul><li>What associations do you belong to? </li></ul></ul><ul><li>Study media outlets </li></ul><ul><ul><li>Who’s quoted in publications, writing articles in trade publications, or on TV in your industry? </li></ul></ul><ul><ul><li>Who are the right media contacts? (www.gebbiepress.com) </li></ul></ul>
  10. 10. Identifying Influencers in Your Markets <ul><li>Search Web for key industry people </li></ul><ul><ul><li>Who’s quoted in online articles? </li></ul></ul><ul><ul><li>Who’s blogging in your industry? </li></ul></ul><ul><ul><li>Who can give you the best feedback on your product/service? </li></ul></ul><ul><li>Case Study </li></ul><ul><ul><li>Build-A-Bear Workshop </li></ul></ul>
  11. 11. WOMM Books <ul><ul><ul><li>Citizen Marketers: When People Are the Message by Ben McConnell and Jackie Huba (2007) </li></ul></ul></ul><ul><ul><ul><li>Word of Mouth Marketing: How Smart Companies Get People Talking by Andy Sernovitz, Seth Godin, and Guy Kawaski (2006) </li></ul></ul></ul><ul><ul><ul><li>Creating Customer Evangelists: How Loyal Customers become a Volunteer Sales Force by Ben McConnell, Jackie Huba, and Guy Kawasaki (2002) </li></ul></ul></ul><ul><ul><ul><li>The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell (2002) </li></ul></ul></ul><ul><ul><ul><li>Unleashing the IdeaVirus by Seth Godin and Malcolm Gladwell (2001) </li></ul></ul></ul>
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