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Beck ag intro to womm 10 21 08

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  • 1. So…… What is it? Word of Mouth is the communication about products and services between people who are perceived to be independent of the company providing the product or service.
  • 2.  
  • 3. What is Word of Mouth Marketing
    • The voice of the customer
    • A natural, genuine, honest process
    • People seeking advice from each other
    • Consumers talking about products, services, or brands they have experienced.
  • 4. So…… What is it NOT?
  • 5. So…… What is it NOT? Stealth Marketing: Any practice designed to deceive people about the involvement of marketers in a communication. Shilling: Paying people to talk about (or promote) a product without disclosing that they are working for the company; impersonating a customer. Infiltration: Using fake identities in an online discussion to promote a product; taking over a web site, conversation, or live event against the wishes or rules set by the proprietor. Comment Spam: Using automated software ('bots') to post unrelated or inappropriate comments to blogs or other online communities. Defacement: Vandalizing or damaging property to promote a product. Spam: Sending bulk or unsolicited email or other messages without clear, voluntary permission. Falsification: Knowingly disseminating false or misleading information.
  • 6. Organic Word of Mouth
    • Organic WOM occurs naturally when people become advocates because they are happy with a product and have a natural desire to share their support and enthusiasm. Practices that enhance organic word of mouth activity include:
      • Focusing on customer satisfaction
      • Improving product quality and usability
      • Responding to concerns and criticism
      • Opening a dialog and listening to people
      • Earning customer loyalty
  • 7. Harnessed Word of Mouth
    • Harnessed WOM occurs when marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities. Practices that amplify word of mouth activity include:
      • Creating communities
      • Developing tools that enable people to share their opinions
      • Motivating advocates and evangelists to actively promote
      • Giving advocates information that they can share
      • Identifying and reaching out to influential individuals and communities
      • Researching and tracking online conversations
  • 8. What is Word-of-Mouth Marketing?
    • Word-of-Mouth Marketing techniques are based on the concepts of…
      • Harnessing Customer satisfaction-
      • Expert Advocacy and Peer Influence
      • Dialogue
      • Transparent communication
      • Independent credibility
      • Indirect experience delivery
  • 9. Nine Levels of Word of Mouth
    • Minus 4- People are talking about your product/service and actively complaining.
    • Minus 3- Customers and ex-customers go out of their way to convince others not to use your product.
    • Minus 2- When Asked Customers energetically share negative experiences.
    • Minus 1- Customers don’t actively complain, but when asked have a difficult time finding anything positive to say.
  • 10. Nine Levels of Word of Mouth
    • Zero- Neutral Experience. They aren’t asked and they don’t volunteer.
    • Plus 1- When asked customers have good things to say about your products.
    • Plus 2- When Asked Customers rave! They go on and on about features and benefits of your products.
    • Plus 3- Customers go out of their way to convince others to use your product.
    • Plus 4- Your product is positively being talked about continually. People are actively asking each other to share experiences.
  • 11. Where Word of Mouth Fits… The Customer’s Seven Buying Steps Awareness Familiarity Intrigue Investigation Consideration Decision Loyalty Time Know l edge Source: Results Marketing, Inc.
  • 12. Where Word of Mouth Fits… The Customer’s Seven Buying Steps Awareness Familiarity Intrigue Investigation Consideration Decision Loyalty Time Know l edge Source: Results Marketing, Inc. Traditional Communication Tactics Company Sales Force
  • 13. Where Word of Mouth Fits… The Customer’s Seven Buying Steps Awareness Familiarity Intrigue Investigation Consideration Decision Loyalty Time Know l edge Source: Results Marketing, Inc. Word of Mouth Tactics Traditional Communication Tactics Word-of-Mouth marketing accelerates the buying process by leveraging independent credibility and advocate experience! Company Sales Force
  • 14. What is Word-of-Mouth Marketing?
    • Awareness- Familiarity- Intrigue
    • Word of Mouth: Advocacy Building
    • Information Sharing
    • Expectations Setting
    • Investigation-Consideration and Decisions
    • Word of Mouth: Expert Advocacy Experience Sharing
    • Peer Influence Tactics
    • Third Party Consultations
    • Loyalty
    • Word of Mouth: Third Party Market Instruction and
    • Education
  • 15. What is Word-of-Mouth Marketing?
    • The basic elements of Word-of-Mouth Marketing are…
      • Identifying people (advocates) most likely to share their opinions
      • Providing tools that make it easier to share information
      • Studying how , where, and when opinions are being shared
      • Listening and responding to supporters, detractors, and neutrals
      • Accelerating behavior change.
    • Word of Mouth Marketing can be implemented with clear standards and trackable metrics for a measurable ROI.
  • 16. Where Does Word-of-Mouth Fit?
    • When a product, service or concept is:
    • (or perceived as…)
      • Expensive or a Significant Investment …
      • Complicated or Complex …
      • New or Innovative …
      • Mature with new uses…
    • Or when a product, service or concept
    • requires Repositioning
  • 17. D eciding to Use Word-of-Mouth Marketing
    • Where is your product in the life cycle?
      • Launch: may have a low advocacy base
      • Growth: stable advocacy base, but desire an aggressive sales increase
      • Maintenance: “cash cow” product with good market position, but may be fending off new, aggressive competitors
    • Are there critical issues to address?
      • New Use/Application/Practice
      • Reposition in the market
      • Damage Control/Hot Issues
      • New competitors
      • Maintain business/build loyalty to brand or company
  • 18. Keys to Word-of-Mouth…
    • Successful Word-of-Mouth Strategies include:
      • Experience Sharing…
      • 3 rd Party Credibility …
        • Peer Influence
        • Expert Influence
      • Two Way Dialogue …
      • Education …
      • Advocacy Building …
    • Word-of-Mouth Strategies are designed to…
    • change behavior of a market place!