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Building Effective WOM - One Size Doesn't Fit All

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Presentation to Search Engine Strategies Conference, Toronto, ON - June 2007, by Tamera Kremer, Wildfire Strategic Marketing

Presentation to Search Engine Strategies Conference, Toronto, ON - June 2007, by Tamera Kremer, Wildfire Strategic Marketing

Published in: Business, Technology

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  • 1. Building effective Word of Mouth: “One Size Doesn’t Fit All” Search Engine Strategies, Toronto 2007 Presented by: Tamera Kremer [email_address]
  • 2. Fundamental elements of a WOM program
    • Tell a story that matters
    • Understand the medium
    • Reach out to key influencers
    • Feedback loop
    • Authenticity
    • = Give people something to talk about
  • 3. Getting the word out
    • Define your goals
    • Do research on the space and understand your initial niche
    • Choose the vehicle & tactics that are right for you – video; article; application; podcast; tagging
    • Make your content portable
    • Ensure you’re findable
    • Join the conversation
  • 4. Who are you trying to influence?
    • The world isn’t watching… not yet
    • Mass isn’t sexy
    • If it isn’t personal, chances are no one cares
    • One size doesn’t fit all
  • 5. What NOT to do
    • Be contrived or forced
    • Target anonymously
    • Rest on your laurels
    • Don’t anticipate traffic increases
    • Stop participating and listening
  • 6. Your website as facilitator
    • Multiple subscription points – RSS and Email
    • Contextually rich content
    • Tagging/ Categorization
    • Social bookmarks (embedded or capable site structure)
    • Send to a friend
    • Metrics
  • 7. So you got Dugg, Crunched, or Slashdotted… now what?
    • Pay attention to your traffic
    • Monitor & respond
    • Provide a reason for the audience to return
    • Stay away from a hard sell, no matter how tempting
    • Experiment some more
  • 8. So you didn’t get Dugg, Crunched, or Slashdotted… now what?
    • Don’t panic
    • Keep engaging
    • Build on the initial effort
    • Experiment
    • Keep the long-term and big picture in focus
  • 9. Lessons learned and opportunities taken… from big to small …From “Lazy Monday” to “On the Lot” and Product awareness in a narrow market
  • 10.
    • User posts video of SNL digital short “Lazy Sunday/ Chronic(les) of Narnia” to YouTube – generates over 5mm views before NBC demands removal
      • Community is outraged
    • Aspiring directors record their “answer” to Lazy Sunday & post to YouTube and Revver = Lazy Monday
    • Over 800k views; multiple pass-alongs; numerous parodies (e.g. Lazy Muncie; Wicked Wednesday)
    • Sam Friedlander & Adam Stein (creators) earn a spot on the reality TV show “On the Lot” this year due to their notoriety and talent
    • Half a year later NBC posts another digital short on YouTube and as of today has generated over 22,000,000 views
    • NarniaRapBattle.com redirects
    • to TheLot.com
  • 11. Reaching out to a niche… the right one!
    • Mid-sized B2B promotional materials manufacturer releases eco-friendly product
    • Has small customer base with needs based relationships
      • Referrals are not driving business
    • Researches audience of influencers in Ontario within highly targeted niche group
    • Reaches out through email with personalized and targeted messaging and relevant information with a driver to optimized web content and product sampling requests
    • Provides opportunity to engage in conversation through direct outreach from senior executives
    • Results – 10% conversion rate on product sample and requests for meetings
    • Multiple contacts from prospects who were not within the initial group – referrals (existing customer and prospect) increased 6%
  • 12. Thank You! [email_address] www.wildfirestrategy.com
  • 13. Appendix A: Social Media Channels (sample)
    • www.Digg.com
    • www.Myspace.com
    • www.LinkedIn.com
    • www.facebook.com
    • www.newsvine.com
    • www.delicious.com
    • www.magnolia.com
    • www.twitter.com
    • www.feedburner.com
    • www.upcoming.org
    • www.talkdigger.com
    • www.slashdot.com
    • www.techmeme.com
    • www.techcrunch.com
    • www.technorati.com
    • www.youtube.com
    • www.flickr.com
    • www.chickadvisor.com
    • www.reddit.com
    • www.craigslist.org
    • www.furl.net
  • 14. Case Study & Photo Credits
    • Lazy Monday
      • http://www.youtube.com/profile?user=friedlsc
    • Via Flickr:
      • http://www.flickr.com/photos/7224171@N02/537029101/
      • http://www.flickr.com/photos/7224171@N02/537029631/
      • http://www.flickr.com/photos/zippy/22748510/
      • http://www.flickr.com/photos/pg-photography/456400136/
      • http://www.flickr.com/photos/jakob/146936654/