Word of Mouth Marketing & Not for Profits

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

Word of Mouth Marketing & Not for Profits

by guested2415 on May 23, 2009

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Word of Mouth Marketing & Not for Profits — Presentation Transcript