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
Key Audiences 21 July 2005

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?
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
your group
the issue

The touch points of a product

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

Key Influencers
Key influencers
Advocates Personality
Champions Experience
Sneezers Skills
Alphas Longevity
Opinion leaders Rank, title, position
Shapers
Early adopters
Hubs

Locating key influencers
Self identify
Key professions/organisations
Prominent individuals
Observation

What can key influencers do?
Pass your information through their networks using their …
language
credibility
communications

Recruiting key influencers
Face to face works best
Face to face
Stories
Explain who you are … why you are worth listening to
Pass-on tools
Continuous contact
Tell stories
Ask for specific help
Provide pass-on tools
Thank you’s and rewards
Keep continuous contact

The power of stories
Keep information…
Personal
Simple
Illustrate with stories

Pass on tools
business cards
forward-able email
brochures
leaflets
details of events
ready to go text for newsletters, websites
video, audio, images
samples, coupons, discounts
stories

Opportunities
Opportunity Opportunity Opportunity

events as opportunities

Types of event
launches
award ceremonies
trade shows
site and open days
conferences, seminars, meetings and workshops
commemorative occasions
festivals, fairs, carnivals, shows, balls, cake stalls
sporting events
cultural performances, concerts, exhibitions
media events
on-line events

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
E-mail
Video sharing
Blogs
Social media sites
SMS
Twitter

Digital word of mouth marketing
Advantages of on-line communications
Can be quickly produced and distributed
Permanent
Can reach many people
Disadvantages
On-line commitment
People can comment
Scary for some

Tracking word of mouth
Track ….
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?
Staff/Volunteer/Board feedback

Summary
Ensure your issue is sound
Identify who you need to reach
Identify, recruit and maintain relationships with key
influencers
Provide simple messages and pass on tools to
encourage conversations
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