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10 Ways to Drive Word of Mouth


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The explosion in Consumer Generated Media over the last couple of years means consumers' reliance on word of mouth in the decision making process has increased significantly, from both people they know and online consumers they don't.

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10 Ways to Drive Word of Mouth

  1. 1. 10 Ways toDrive Word ofMouth.
  2. 2. The explosion in Consumer GeneratedMedia over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly. Jonathan Carson, President of Online, International, The Nielsen Company
  3. 3. 90% of consumers say they PAGEtrust recommendations from 03people they know. Nielsen Survey 70% of consumers trust other consumer opinions posted online.
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  5. 5. What does this mean foryour small business?Your current customers, as well as potential customerswho haven’t met you yet, are talking.They are talking to... their next door neighbor. their PTA friends at dinner. an audience of MILLIONS online via Facebook, Twitter, Yelp, and other online communities.They are talking about... their favorite places to eat. the worst customer service they had. their most memorable experiences. and they could be talking about you! So let’s make sure more and more people are positively talking about your small business.
  6. 6. 10 Ways toDrive Word of Mouth
  7. 7. Word of mouth, in the real world. People act differently in person than they do online. Shocking! PAGE In digital settings, consumers are more aware they are 07 being watched by peers and, therefore, are motivated to post about things that are aspirational or will be well received by others. But in face-to-face interactions, they are more more motivated to talk about what is top of mind. [Source: AdAge & Wharton School of Business Study]# 10 Don’t get hung up on being newsworthy, # 09 Stay on the top of your customers’ just be yourself. minds. Customers are more likely to To stay top of mind share what is at the top of and mentioned in their mind at any given point conversations, you need to of time. So a product that is be where the people are cool, or interesting doesn’t keep talking. Do this by printing conversation going too far. your business name and Common products or services logo on your napkins, are talked about just as often if cups, bags, etc. so when not more, so focus on delivering your customers leave, your the best service and products business can still be on the you have. top of their mind.
  8. 8. # 07PAGE08 # 08 Give customers a test drive, and make it an # 07 Provide conversation starters through experience to remember. wearable or usable promotional items. You can’t say much about something you’ve never tried. Offering t-shirts, reusable People talk more often and bags, sunglasses, koozies, more easily about things that or pens, etc. allow your they have experienced first business name or logo to hand. But, this isn’t just handing be in places that people out a sample of ice cream. are talking face to face. Provide a fun experience, If you are clever, funny display complementary food or catchy text or images or beverages, or show how the can become conversation customer could use your product starters for people. or service in their everyday lives.
  9. 9. Online and mobile word of mouth. Due to the widespread and continually growing use of social media, conversations about food, services, and products are no longer just face-to-face. You now have access to larger amounts of potential new customers through your current customers’ online friend network. Use it to your advantage.# 06 Provide your customers incentives to mention # 05 Encourage the Yelp review community and you via their social give feedback to any non networks. positive experiences. Free dessert by mentioning us Customers will spread the word on Twitter! Log into our wifi about bad experiences more network by checking into our frequently and quickly than good Facebook page! Receive a 15% ones. So you may have to put in off your book purchase with some extra effort here. For instance, a Foursquare check in! These make it easy to give reviews on the are all great ways to encourage spot by setting up a small laptop customers to share you to their online friends. right in your store.
  10. 10. The best of both worlds: Word ofmouth, online and off.
  11. 11. # 04 Help customers get together and learn # 03 Implement a customer rewards program. something new. There is nothing like watching PAGE The more people know about your points get closer and your stuff and have good closer, and then finally earning 011 experiences, the more they something free or a big will talk about it. Teach your discount. Your customers will customers how to style an feel the same and share their outfit, cook a 30 min dinner, excitement to their friends grow a herb garden, or online and off. whatever is relevant to your FiveStars can allow your customers to automatically post to their Facebook small business. Have in-store when they’ve earned their reward. events or post video how-to’s on YouTube and Facebook.
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  13. 13. # 02 Get your best customers to be your cheerleaders. You know those customers that are always mentioning you on Twitter? Or checking into your Facebook page? Engage, recognize, and reward your most frequent visitors (and most talkative online) for being loyal to you. These Facebook fans and Twitter followers immediately become part of your marketing team. # Give your customers not just great, but over the fence out of the ballpark, grand slam customer service. People get good, or even just decent, customer service everyday. It is only the experiences that go beyond what they expected that drive these customers to joyfully it shout it to all their friends and families.
  14. 14. Two examples of above and beyond customer service that payed off in ways no one could have expected.Morton’s Steakhouse Panera BreadPeter Shankman, author and business Brandon Cook, a young man from Newconsultant, was getting ready to board a flight Hampshire, was visiting his grandmother, whoback home and decided to jokingly tweet out was hospitalized with terminal cancer. She washis craving. “Hey, @Mortons – can you meet me complaining about the food in the hospital andat newark airport with a porterhouse when I mentioned how she would love some of Paneraland in two hours? K, thanks. :)” Bread’s clam chowder. However, Panera only offers clam chowder on a specific day of theMorton’s Steakhouse saw his tweet and saw an week, which was not that day.opportunity to make a customer for life. Theymade his steak, found his flight, and drove the Cook called their local Panera and explained25 miles to meet him just in time for his flight the situation to Suzanne Fortier, the managerto land. Shankman was shocked and on staff. “I wasn’t looking for anythingsang their praises online, which special just a bowl of clam chowder. Withouteventually went viral. It caused hesitation she said absolutely she would makehundreds of thousands of her some clam chowder. When I went to picksocial media mentions about up it up they wound up giving me a box ofMorton’s, as well as actual news cookies as well. Its not that big of a deal tostories. most, but to my grandma it meant a lot.”Source: Huffington Post Cook’s mother posted the story on her Facebook page, and since then has received over 800,000 likes and 35,000 comments. One small act of amazing customer service reaped huge rewards. Source: Ad Week
  15. 15. To learn how FiveStars can help increase word of mouth foryour business, go to