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Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
Building Effective WOM - One Size Doesn't Fit All
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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

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

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