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Word Of Mouth Marketing

Word Of Mouth Marketing






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    Word Of Mouth Marketing Word Of Mouth Marketing Presentation Transcript

    • Word-of-Mouth Marketing By:- ARUN CHAUDHARY SEC- 1801
    • Overview • What is word-of-marketing and why you should care • Making the most of social networks • Electronic word-of-mouth marketing
    • . What does the word “marketing” mean to you?
    • Marketing - Textbook Definition: The activities of listening to customer needs, assessing the competitive landscape and then designing and creating products and services accompanied by messages that shape audience perceptions, leading to opportunities for revenue.
    • Translation • Find out what they want • Give it to them at a reasonable cost • Tell them about it
    • Four P’s of the Marketing Mix • Product • Place • Price • Promotion
    • Old School vs. New-Marketing OLD NEW Everyone’s responsibility Marketing department Library controls Users have power Library’s content Users’ content Focus groups, surveys User feedback Advertising Evangelizing One way broadcast Two-way, iterative conversation
    • What is Word-of-Mouth Marketing? Activities that generate personal recommendations and referrals for your services, or “products”
    • Why Should I Care ? • Traditional marketing is becoming less effective – information overload – skeptical public – “narrowcasting”
    • Technology Pumps It Up! • Potential for the exponential • Message is recorded (somewhere!), no longer ephemeral • Vital for “hard-to-reach” groups
    • It All Begins With One-to-One One-to-one is: • Trusted • Timely • Tailored
    • I Thought Viral Was a Bad Thing …? • Word-of-mouth – person to person • Viral – word-of-mouth enhanced by online interactions • Buzz – Everyone is talking about it – message is no longer moving linearly
    • Word-of-mouth Is Not Appropriate When: • Product is complicated • Forced, fake, or bought • Product is a dog
    • Creating a Buzz • Let’s give them something to talk about! • The Wow! factor
    • “Six Buttons of Buzz” • Taboo • Outrageous • Unusual • Hilarious • Remarkable • Secrets
    • The People Who Make it Happen “Influentials” –Mavens –Ambassadors –Salespeople –Connectors
    • Spreading the Word • Listening not telling • Use the feedback loop- even if it hurts
    • Audience expectations • Customized • Content driven • Creative • Connected
    • The Long Tail Distributing more of niche market items
    • Introducing Yourself to a New Network • Your “elevator speech” – clear, concise, compelling – no mumbo jumbo – end with invitation for interaction
    • Words to Avoid
    • Electronic Word-of-Mouth • Email newsletters • Link building • Blogs
    • Email Newsletters • Publish for pennies • Opt in • Privacy policy • Measuring email marketing – good: Opened – better: click-through – best: forwarded
    • Blog: Why? • Build relationships • Listen, get feedback • Preview new services • Build communities • Solve problems • Collaborate to create new and better services
    • Qualities of a Blogger • Time and commitment to blog • Well-informed • Opinionated • Truthful • Good writer • Authentic voice