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of mouth marketing program at
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(c) 2006 Word of Mouth Marketing Association.
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Your WOM Program
Participants & Structure
Warren Ackerman, Principal
Affinitive

Standard WOM Question Set
• WHO should participate?
• HOW do I engage and motivate?
• HOW do I measure the result?
Slide 3

WHO should participate?
OR
Slide 4

Who Should & Will Participate
• Scenario 1 – no existing customer database
• Scenario 2 – customer database of 10,000
• Scenario 3 – customer database of 100,000+
Slide 5

How To Find Them
Before Program Launch
• Who are your longest/most loyal customers?
• Look for the ones who are listening
• WOM research/monitoring
After Program Launch
• Customer service department
• WOM !
Slide 6

The Qualification Process
Questions to ask
• What are your hobbies?
• Do you take continuing education classes?
• How many siblings do you have?
• Do you have children, if so what activities do they participate in?
Questions not to ask
• How many friends do you have?
• Do your friends ask you for advice on new purchases?
• How many friends on your MySpace/AIM Buddy list?
Keep age close to generational splits (Boomers, Gen X, Millennials)
What does an invite look like?
Slide 7

Sample Insider Program Invitation
Dear Brand Enthusiast,
You're invited to join in a whole new Brand experience - the Brand Insiders.
It's an all new, web-based community for Brand fans and enthusiasts.
Brand Insiders are those who purchase our products and they tell friends
and family why they love our us.
Brand Insiders provides participants with access to information and
features that the general public doesn't have. Join us and you'll get
news about Brand products before it hits the press. You'll be invited to
preview ads before they go public and provide us with your input. You'll
be able to access media galleries - including Product photos - that were
formerly available only to select employees. In addition, your
participation on the Brand Insiders will earn you points that can be used
toward exclusive prizes, access to special events, and more!
Slide 8

What Is The Structure?
• Picture that represents structure
Slide 9

101 of WOM Program Structure
• Customer based vs. Network based
• Public vs. Private
• Tangible Incentive vs. Intangible
• Two way vs. Three way
communications
Slide 10

How Do Requirements Change With Size?
• Scenario 1 – 100 participants
• Scenario 2 – 1,000 participants
• Scenario 3 – 10,000 participants
Slide 11

Structure Follows Objectives & Resources
Objective/Resources Structure
Research, loyalty, advocacy Opt for customer based program
No existing customer base, Opt for network based program
limited time, quick hit
Acquisition, Viral Marketing Opt for a public program with incentive
Existing customer base, Opt for a private program with two way
detractors, control sensitive communications
Complicated products Three way communications
Access to employees, VIPs Intangible incentive
Slide 12

2006 Perspective From Dedicated WOM
Agency
• First WOM award category (Mixx, WOMMA)
• First few ‘WOM’ RFPs/WOM as a budget line item
• First formal studies on WOM (eMarketer, Keller
Fay)
• Corporate scandals continue but this is good
news for WOM ☺
Slide 13

The Internal Pitch
I’m going to build a program where OUR CUSTOMERS can:
• help each other when using our products
Boss Message – reduce calls to call center
• learn more about us
Boss Message – get educated on our products
I’m going to build a place where WE can:
• learn from our customers
Boss Message – learn about small problems before they become
big problems and cost $$$ to fix
• reward and encourage those who speak highly of our products
Boss Message – free advertising
Slide 14

For More Information
Two more slides for the internal pitch, with
a catch….
THANK YOU FOR YOUR TIME
Warren Ackerman
warren@beaffinitive.com
Slide 15