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Building Effective WOM - One Size Doesn't Fit All

Building Effective WOM - One Size Doesn't Fit All



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

    • Building effective Word of Mouth: “One Size Doesn’t Fit All” Search Engine Strategies, Toronto 2007 Presented by: Tamera Kremer [email_address]
    • 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
    • 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
    • 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
    • What NOT to do
      • Be contrived or forced
      • Target anonymously
      • Rest on your laurels
      • Don’t anticipate traffic increases
      • Stop participating and listening
    • 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
    • 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
    • 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
    • Lessons learned and opportunities taken… from big to small …From “Lazy Monday” to “On the Lot” and Product awareness in a narrow market
      • 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
    • 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%
    • Thank You! [email_address] www.wildfirestrategy.com
    • 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
    • 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/