Firsttaste - Kraft

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Womma, 13th november 2008, Kraft,The Recessionistas: Selling WOM Ideas in 2009: Linda Saindon

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Firsttaste - Kraft

  1. 1. A community of opinion leaders who love to try and talk about Kraft brands
  2. 4. WOM Keys to Success <ul><li>Consider co-creation </li></ul><ul><ul><li>Enroll consumers and organizational stakeholders when creating your program. These groups will tell you what they’re most interested in and what’s important from a marketing and measurement perspective. </li></ul></ul><ul><li>Accountability counts </li></ul><ul><ul><li>Measurement is key--it will help demonstrate the impact and value of your program. Start developing your own set of benchmarks. Execute, measure, report, repeat! </li></ul></ul><ul><li>Keep it simple </li></ul><ul><ul><li>Test and learn on a small scale with a focused program to find out what works for you. Be nimble and fine tune as you go. </li></ul></ul><ul><li>Make it customized </li></ul><ul><ul><li>Develop your WOM program with a specific consumer segment and marketing objective in mind. Be disciplined versus executing WOM for WOM sake. Some questions to ask are: </li></ul></ul><ul><ul><ul><li>Who is my targeted consumer group and why? </li></ul></ul></ul><ul><ul><ul><li>How is my consumer willing to engage with my product or service? </li></ul></ul></ul><ul><ul><ul><li>What is the basis for conversation? </li></ul></ul></ul><ul><li>Educate the organization </li></ul><ul><ul><li>It’s important to educate your organization about results as well as how your program fits into the broader context of WOM marketing and Web 2.0 landscape. </li></ul></ul>

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