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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”
Key Audiences 21 July 2005
What do you think of traditional marketing?
Consumers tuned out
So, is there anybody out there
listening? watching? reading?
What is word of mouth?
People passing honest information to others
What are the advantages of
word of mouth marketing?
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 marketing
You must be credible
You must provide a worthwhile benefit, product or service
Your touch points must reflect your value
You give people opportunities to talk about you
Types of word of mouth marketing
Organic word of mouth
Amplified word of mouth – accelerating the process by
• Passing information through selected networks
• Speaking to groups
• Using digital communications
Word of mouth thru networks
Network A Network B
key influencer or hub
Opinion leaders Rank, title, position
What can key influencers do?
Pass your information through their networks using their …
Recruiting key influencers
Face to face works best
Face to face
Explain who you are … why you are worth listening to
Ask for specific help
Provide pass-on tools
Thank you’s and rewards
Keep continuous contact
The power of stories
Illustrate with stories
Pass on tools
details of events
ready to go text for newsletters, websites
video, audio, images
samples, coupons, discounts
Types of event
site and open days
conferences, seminars, meetings and workshops
festivals, fairs, carnivals, shows, balls, cake stalls
cultural performances, concerts, exhibitions
Speaking as word of mouth marketing
Face to face with supporters, key influencers and others
Travel different networks
Positions you as an expert
Multiplies your conversations from one to many
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
Digital word of mouth marketing
Social media sites
Digital word of mouth marketing
Advantages of on-line communications
Can be quickly produced and distributed
Can reach many people
People can comment
Scary for some
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 video, blog, Facebook etc?
Ensure your issue is sound
Identify who you need to reach
Identify, recruit and maintain relationships with key
Provide simple messages and pass on tools to
Use many channels to keep the conversation going
Track your conversations and see what works
Three things I will do to start word of mouth marketing