Key Audiences Word of mouth marketing “ The idea of word of mouth is very Zen. You put the idea out there, let go, and if people like you and trust you, they'll spread the word” Variety Magazine 21 July 2005
word of mouth marketing Any form of communication is just a corruption of face to face communication which has been and remains the fundamental way people share information.
What do you think of traditional marketing ? Traditional Marketing Advertising clutter Media fragmentation Consumers tuned out Less effective More expensive Less trusted So, is there anybody out there listening? watching? reading?
What is word of mouth? Sharing information with those you trust
What are the advantages of word of mouth for our organisation?
Why word of mouth is different? 40 000 years Intimate … our natural desire to share information and feelings Credible … people believe other people Free … costs nothing Speed … can be remarkably quick
Pre-conditions for word of mouth You must be credible You must provide a worthwhile benefit, product or service Your “touch points” must have value You give people opportunities to talk the issue your group
Key Influencers Key influencers Advocates Champions Sneezers Alphas Opinion leaders Shapers Early adopters Hubs Personality Experience Skills Longevity Rank, title, position
What key influencers do? They provide: language credibility communications
CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS WHO ARE NETWORK HUBS Recruiting influencers Face to face Stories Pass-on tools Continuous contact Face to face works best Explain who you are … why you are worth listening to Tell stories Ask for specific help Thank you’s and rewards Keep continuous contact
Presentations earn word of mouth <ul><ul><li>Face to face with supporters, key influencers and others </li></ul></ul><ul><ul><li>Travel different networks </li></ul></ul><ul><ul><li>Positions you as an expert </li></ul></ul><ul><ul><li>Multiplies conversations from one to many </li></ul></ul>
Essentials of a good talk Prepare … prepare… prepare Make compelling content with facts, figures and stories Keep it short A speech is never a commercial Follow-up with handouts, cards, ezines
E-mail Video sharing Blogs Facebook SMS Twitter Digital earns word of mouth
Advantages of on-line word of mouth Quickly produced and distributed Permanent Can reach many people Disadvantages Commitment People can comment Scary for some Digital word of mouth marketing
Tracking word of mouth How many key influencers do you have ? What are key influencers doing for you? How are people finding out about you? What referrals are you getting? How many people visit your digital domain? Staff/Volunteer/Board feedback
Summary Identify, recruit and maintain relationships with key influencers Provide simple messages and pass on tools to encourage conversations Use opportunities and channels to keep the conversation going Track your conversations to see what works Have a good issue Identify who you need to reach