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Word of Mouth Marketing for Not For Profits
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Word of Mouth Marketing for Not For Profits


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  • 1. Word of mouth marketing for not for profitsKey Audiences
  • 2. Is marketing dead?Advertising clutterMedia fragmentationTuned out & time poorCostTrust Is anybody paying attention?
  • 3. What is word of mouth (WOM)?
  • 4. WOM is different40 000 yearsIntimate the desire to share informationCredible people believe people they knowFree costs nothingSpeed often starts slowly then quick to then spreads quickly
  • 5. WOM needs….HomophilyCredibilityValueOpportunitiesConsistency
  • 6. Consistency
  • 7. Do we have thepreconditions for WOM?
  • 8. TypesOrganicAmplifiedReal worldDigital
  • 9. WOM ElementsTalkersTopicsToolsTimingTracking
  • 10. Community BCommunity A Community C
  • 11. Who are talkers? Key influencers Stakeholder Advocates Position Champions Personality Sneezers Experience Alphas Skills Opinion leaders Longevity Shapers Early adopters Hubs
  • 12. What talkers do?NetworksLanguageCredibilityCommunications
  • 13. Find talkersCause-connectedSelf identifyKey professions & organisationsProminent individualsObservation
  • 14. Recruit talkers ResearchFace to faceStoriesPass-on tools Face to faceContinuous contact Explain who you are Tell stories Ask for help Thank you Keep contact
  • 15. are er e r h uW yo cers? en fl u in
  • 16. Topics
  • 17. n sa t io ver a con th e w or st b muYo u
  • 18. Types of topicsClient successesVolunteer storiesAchievementsChallengesResearch & dataPlans
  • 19. Sources of topics Own Stories •Board •Staff •Volunteers Crowd sourcing brings •Past history •Authenticity •Variety •Different perspectivesCrowd Source Stories•Clients•Supporters•Similar organisations•Comparable efforts
  • 20. Where areour stories?
  • 21. ToolsBusiness cardsPrint materialEventsCopy for newsletters, websites,emails, social mediaVideo, audio, imagesSamples, coupons & discounts
  • 22. Whou ere ar r to e ol s ?
  • 23. Timings Opportunity Opportunity Opportunity
  • 24. Sample 12 month programFind talkers and develop topics Sep – DecApproach talkers Jan - MarKeep contact Apr – JunRevise program and re-connect Jul - Sep
  • 25. TrackNumber of appointmentsNumber of talkersHow they help?Frequency of conversationsWhat is the impactHow much effort they needAnecdotes and feedback
  • 26. Social media and WOM Benefits Easily produced and distributed Permanent Can reach many people Cost Drawbacks Fans, followers and fails Comments and criticisms Newbie nerves
  • 27. how to’s of social media for WOMEstablish accountsFind existing communitiesListenContribute to conversationsCreate your own communityAdvocate and shape the conversationAsk others to share your contentCrowd source content for your accountsEncourage others to interpret your issue
  • 28. Summary Is your issue credible, valuable and consistent? Identify talkers Provide topics Offer pass-on tools Develop a timetable Track the conversation