Speaker: Thomas Metzler

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"Get people talking!"
Getting word of mouth

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Speaker: Thomas Metzler

  1. 1. Word of Mouth Marketing Thomas Metzler Psychologist, Economist Founder & CEO Kjero
  2. 2. „Give people a reason to talk about you. And please, I beg you, stop for a minutebefore you buy more advertising. Think about how much money you are about tospend. Think about how fast you, and everyone else in the world, flip pasthundrets of ads without even noticing them. Don’t run another ad unless it is trulyworth talking about.“ Sernovitz (2009)
  3. 3. 0% 20% 40% 60% 80% 100% * Nielsen (2009)
  4. 4. Three Word of Mouth Marketing rules:#1: Be worth talking about!#2: Exceed the expectations!#3: Strengthen the relationship!
  5. 5. #1: Be worth talking about!
  6. 6. #1: Be worth talking about!
  7. 7. #2: Exceed the expectations!
  8. 8. #3: Strengthen the relationship!
  9. 9. „80 % of the differentiation to the competitor is through our service values“ - Greg Merrick, Ritz Carlton#3: Strengthen the relationship!
  10. 10. Ritz-Carlton Gold Standards Motto: „We are Ladies and Gentlemen serving Ladies and Gentlemen“ Service Values: „I build strong relationships and create Ritz-Carlton guests for life.“ „I am empowered to create unique, memorable and personal experiences for our guests.“#3: Strengthen the relationship!
  11. 11. Three Word of Mouth Marketing techniques#1: Create product experiences!#2: Get in contact with talkers!#3: Make it easy to share!
  12. 12. Tryvertising#1: Create product experiences!
  13. 13. #1: Create product experiences!
  14. 14. Kodak vs. Darbo Influencer vs. crowd 7 bloggers 500 exclusive tester Kodak cameras Darbo Teasyrup Interested readers Austrian households#2: Get in contact with talkers!
  15. 15. #3: Make it easy to share!
  16. 16. The Five T‘s 1: Talkers (Find your Talkers, e.g. Customers) 2: Topics (Be worth talking about, e.g. new feature) 3: Tools (Help to spread the message, e.g. coupons) 4: Taking Part (Join the conversation, e.g. join discussions) 5: Tracking (Measure and understand, e.g. search blogs)The Five T‘s Sernovitz (2009)
  17. 17. Thanks for your attention! www.kjero.com Thomas Metzler Founder & CEO Kjero Mobile: +43 699 170 98 999 EMail: thomas.metzler@kjero.com facebook.com/MetzlerThomas twitter.com/MetzlerThomasContact Details
  18. 18. Picture credits:http://commons.wikimedia.org/wiki/File:Mercedes_SLR_McLaren_Silber.jpg

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