Word-of-Mouth Marketing Best Practices
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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.

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 Word-of-Mouth Marketing Best Practices Presentation Transcript

    • 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-Mouth vs.Word-of-Mouse Tactics
      • 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-Mouth vs.Word-of-Mouse Tactics
      • Word of Mouse
        • Case study
          • Warner Bros.: The Dark Knight
            • http://blogcritics.org/archives/2007/05/20/115847.php
    • Word-of-Mouth vs.Word-of-Mouse Tactics
      • 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-Mouth vs.Word-of-Mouse Tactics
      • 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)