Word-of-Mouth Marketing Best Practices

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

Word-of-Mouth vs.Word-of-Mouse Tactics
  Word of mouth
Types
Face-to-face (networking, volunteering)
Telephone (working database, warm contacts)
Case study
Versatile Writing Solutions connection with AMA

Word of Mouse
Types
Email (messages, e-zines, e-cards)
www.constantcontact.com, www.verticalresponse.com
www.bluemountain.com, www.jacquielawson.com
Instant messaging (IM)
Text messaging (TM)
Web sites

Word of Mouse
Case study
Warner Bros.: The Dark Knight
http://blogcritics.org/archives/2007/05/20/115847.php

Word of mouse
Social networks
Blogs (http://technorati.com/blogs/)
MySpace (www.myspace.com)
Imbee (www.imbee.com/)
MyPraize (www.mypraize.com/)
Yahoo groups ( http://groups.yahoo.com/ )
YouTube (www.youtube.com/)

Word of mouse
Case study
Mute Math alternative rock band
http://en.wikipedia.org/wiki/Mute_Math

Creating and Maintaining Customer Evangelists
Who’s already talking about your product/service?
Find ways to let potential customers try your product/service
McConnell/Huba’s “Bite-Size Chunks”
How do they like to get information?
Feed them valuable information, systematically
Ask them to share
Be a friend

Creating and Maintaining Customer Evangelists
Everything starts with having an exceptional product/service
Case study
FullCircle Advantage, assisted living center

Identifying Influencers in Your Markets
Ask customers:
Who do you respect in your industry?
Where you get industry information?
What associations do you belong to?
Study media outlets
Who’s quoted in publications, writing articles in trade publications, or on TV in your industry?
Who are the right media contacts? (www.gebbiepress.com)

Identifying Influencers in Your Markets
Search Web for key industry people
Who’s quoted in online articles?
Who’s blogging in your industry?
Who can give you the best feedback on your product/service?
Case Study
Build-A-Bear Workshop

WOMM Books
Citizen Marketers: When People Are the Message by Ben McConnell and Jackie Huba (2007)
Word of Mouth Marketing: How Smart Companies Get People Talking by Andy Sernovitz, Seth Godin, and Guy Kawaski (2006)
Creating Customer Evangelists: How Loyal Customers become a Volunteer Sales Force by Ben McConnell, Jackie Huba, and Guy Kawasaki (2002)
The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell (2002)
Unleashing the IdeaVirus by Seth Godin and Malcolm Gladwell (2001)

Word-of-Mouth Marketing Best Practices

by vIDEAn Unlimited, LLC on Apr 16, 2010

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Word-of-Mouth Marketing Best Practices — Presentation Transcript