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Word of Mouth Marketing
           This presentation WILL change your ENTIRE life




Monday, August 17, 2009
Word of Mouth Marketing
                  What is it?
                  Why should I care?
                  How do we do ...
Agenda
                  1 Defining the practice
                  2 Why does it work?
                  3 Prove it
      ...
Word of Mouth Marketing
                                                            Evangelist Marketing
                 ...
What is Word of Mouth?
               Giving people a reason to talk about your stuff...




Monday, August 17, 2009
What is Word of Mouth?
                And making it easy for that conversation to take place.




Monday, August 17, 2009
What is Word of Mouth?
               People are already talking.




Monday, August 17, 2009
What is Word of Mouth?
                Who are we listening to?
                  When asked what communication was used a...
What is Word of Mouth?
            Word of Mouth Marketing is simply joining the conversation




Monday, August 17, 2009
What is Word of Mouth?
               B to C to C Marketing

                 Organic vs. Amplified WOM

                 ...
Why Word of Mouth?
                Shift in power from media to consumer
                 26% of consumers trust advertisi...
Why Word of Mouth?
               Shift in power from media to consumer




Monday, August 17, 2009
Where is WOM happening?
               Online and Offline

                  73% recommend a product face-to-face, 63% via...
Word of Mouth & PR
                  Both work to
                  establish relationships

                  PR establis...
Getting Word of Mouth
               Be Interesting




Monday, August 17, 2009
Getting Word of Mouth
               Be Honest, Earn Trust and Respect




Monday, August 17, 2009
Getting Word of Mouth
               Make People Happy




Monday, August 17, 2009
Getting Word of Mouth
               Make it Easy to Share




Monday, August 17, 2009
Getting Word of Mouth
                The Process

                  ID Talkers

                  Provide a Topic

      ...
Getting Word of Mouth
               Find your Talkers

                  Happy customers

                  Interested co...
Getting Word of Mouth
               Find your Talkers

                  Happy customers

                  Interested co...
Getting Word of Mouth
               Why Talkers Talk

                  They want to be experts, feel smart

            ...
Getting Word of Mouth
               Cater to your Talkers
                   Create a different plan for each set




Mon...
Getting Word of Mouth
               Cater to your Talkers
                Give them a label




Monday, August 17, 2009
Getting Word of Mouth
               Cater to your Talkers
                      Regularly feed them content




Monday, A...
Getting Word of Mouth
                 Cater to your Talkers
                      Recognize and thank them




Monday, Au...
Getting Word of Mouth
                 Cater to your Talkers
                     Rally them together




Monday, August 1...
Getting Word of Mouth
                   Provide a Topic
                  Give talkers something to say, share




Monday...
Getting Word of Mouth
               Provide a Topic
                  Make it simple, easy to repeat




Monday, August 1...
Getting Word of Mouth
                 Provide a Topic
                  Best topics are organic, discover by listening to...
Getting Word of Mouth
               Supply the Tools
                  Help your message travel - Social Media




Monday...
Getting Word of Mouth
               Supply the Tools
                  Ask people to spread the word




Monday, August 1...
Getting Word of Mouth
               Supply the Tools
                  Build things to be shared, stolen




Monday, Augu...
Getting Word of Mouth
                Supply the Tools
                  Make things exclusive, secret




Monday, August ...
Getting Word of Mouth
               Join the Conversation
                      Fix Problems




Monday, August 17, 2009
Getting Word of Mouth
                          Join the Conversation
                            Be Honest
              ...
Getting Word of Mouth
               Join the Conversation
                   Never Sell
                   Contests, priz...
Best Practices
                  Listen, Listen, Listen!

                  Let go of your message
                  Authe...
Questions?
               Ryan La Rosa, Public Relations,
               Word of Mouth Marketing Manager
               Ry...
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Word of Mouth Marketing from scratch

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What is Word of Mouth Marketing exactly and how do I do it?

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Transcript of "Word of Mouth Marketing from scratch"

  1. 1. Word of Mouth Marketing This presentation WILL change your ENTIRE life Monday, August 17, 2009
  2. 2. Word of Mouth Marketing What is it? Why should I care? How do we do it? Monday, August 17, 2009
  3. 3. Agenda 1 Defining the practice 2 Why does it work? 3 Prove it 4 How we do it 5 How to activate WOM internally 6 Q&A Monday, August 17, 2009
  4. 4. Word of Mouth Marketing Evangelist Marketing Referral Programs Grassroots Marketing Conversation Creation Influencer Marketing Product Seeding Community Marketing Cause Marketing Buzz Marketing Social Media Brand Blogging Monday, August 17, 2009
  5. 5. What is Word of Mouth? Giving people a reason to talk about your stuff... Monday, August 17, 2009
  6. 6. What is Word of Mouth? And making it easy for that conversation to take place. Monday, August 17, 2009
  7. 7. What is Word of Mouth? People are already talking. Monday, August 17, 2009
  8. 8. What is Word of Mouth? Who are we listening to? When asked what communication was used after purchase, 63% said face-to-face (Harris Interactive Study) 78% say consumer recommendations most credible form of advertising (Nielsen Research) Vs. Vs. Monday, August 17, 2009
  9. 9. What is Word of Mouth? Word of Mouth Marketing is simply joining the conversation Monday, August 17, 2009
  10. 10. What is Word of Mouth? B to C to C Marketing Organic vs. Amplified WOM Organic is WOM that originates as a result of the product or service on its own Amplified is WOM generated from a specific marketing effort Monday, August 17, 2009
  11. 11. Why Word of Mouth? Shift in power from media to consumer 26% of consumers trust advertising, 68% trust peer driven WOM (WOMMA) 67% of all decisions are driven by WOM (McKinsey Research) On product recommendations, 90% trust their spouse, 65%trust friends, 27% trust manufacturers, and 14% trust advertisers (WOMMA) 57% of people have stopped doing business with companies that don’t “respect” them. (Mood & Mindset) Monday, August 17, 2009
  12. 12. Why Word of Mouth? Shift in power from media to consumer Monday, August 17, 2009
  13. 13. Where is WOM happening? Online and Offline 73% recommend a product face-to-face, 63% via email, 7%via blogs (WOMMA) 75% of WOM occurs in person versus 17% on phone and 7% online (WOMMA) Offline WOM is more credible, more positive, and more likely to inspire purchase than online. (Keller Fay Group) Location is simply the medium Monday, August 17, 2009
  14. 14. Word of Mouth & PR Both work to establish relationships PR establishes third part credibility Word of Mouth eliminates third party, creates peer-to-peer interaction Two-way communication Monday, August 17, 2009
  15. 15. Getting Word of Mouth Be Interesting Monday, August 17, 2009
  16. 16. Getting Word of Mouth Be Honest, Earn Trust and Respect Monday, August 17, 2009
  17. 17. Getting Word of Mouth Make People Happy Monday, August 17, 2009
  18. 18. Getting Word of Mouth Make it Easy to Share Monday, August 17, 2009
  19. 19. Getting Word of Mouth The Process ID Talkers Provide a Topic Supply the Tools Join the Conversation Monday, August 17, 2009
  20. 20. Getting Word of Mouth Find your Talkers Happy customers Interested consumers Outgoing people Those solicited for advice Fans Monday, August 17, 2009
  21. 21. Getting Word of Mouth Find your Talkers Happy customers Interested consumers Outgoing people Those solicited for advice Fans Monday, August 17, 2009
  22. 22. Getting Word of Mouth Why Talkers Talk They want to be experts, feel smart They like to help They like to feel important They want to be part of a group Monday, August 17, 2009
  23. 23. Getting Word of Mouth Cater to your Talkers Create a different plan for each set Monday, August 17, 2009
  24. 24. Getting Word of Mouth Cater to your Talkers Give them a label Monday, August 17, 2009
  25. 25. Getting Word of Mouth Cater to your Talkers Regularly feed them content Monday, August 17, 2009
  26. 26. Getting Word of Mouth Cater to your Talkers Recognize and thank them Monday, August 17, 2009
  27. 27. Getting Word of Mouth Cater to your Talkers Rally them together Monday, August 17, 2009
  28. 28. Getting Word of Mouth Provide a Topic Give talkers something to say, share Monday, August 17, 2009
  29. 29. Getting Word of Mouth Provide a Topic Make it simple, easy to repeat Monday, August 17, 2009
  30. 30. Getting Word of Mouth Provide a Topic Best topics are organic, discover by listening to your audience Monday, August 17, 2009
  31. 31. Getting Word of Mouth Supply the Tools Help your message travel - Social Media Monday, August 17, 2009
  32. 32. Getting Word of Mouth Supply the Tools Ask people to spread the word Monday, August 17, 2009
  33. 33. Getting Word of Mouth Supply the Tools Build things to be shared, stolen Monday, August 17, 2009
  34. 34. Getting Word of Mouth Supply the Tools Make things exclusive, secret Monday, August 17, 2009
  35. 35. Getting Word of Mouth Join the Conversation Fix Problems Monday, August 17, 2009
  36. 36. Getting Word of Mouth Join the Conversation Be Honest Your company affiliation makes you more credible, not less Rely on subject expertise Respond to negative as opportunity Monday, August 17, 2009
  37. 37. Getting Word of Mouth Join the Conversation Never Sell Contests, prizes can kill conversation Monday, August 17, 2009
  38. 38. Best Practices Listen, Listen, Listen! Let go of your message Authenticity is key Remember it’s about people, not technology Monday, August 17, 2009
  39. 39. Questions? Ryan La Rosa, Public Relations, Word of Mouth Marketing Manager RyanL@parkAndCo.com 602.234.5678 Facebook Twitter LinkedIn RyanLaRosa.com SWOM Monday, August 17, 2009
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