Growing Your Business with
How You can use Social Media as a Tool for Effective
Word of Mouth Marketing
July 15th 2010
Richard Sharp and Amberlie Denny
5 Things you want to know about this
1. The presentation will be 45 minutes including Q & A
2. You can send your questions to us via your
GoToWebinar controls at any time during the
3. We will answer timely, topic-specific questions during
the presentation and save the rest for the Q & A
4. We answer all the questions we don’t have time for
during the presentation in a blog post later in the day
5. We will send out a link to the recording and a .pdf of
the presentation slides after the presentation
WOMM pioneer, George Silverman found in a study that two
users having a good experience with a product could
sway an entire group of skeptics.
Emanuel Rosen (The Anatomy
of Buzz Revisited, Doubleday
2009) found that: learning
from user experiences
can actually reduce risk
associated with adopting a new
product or service
WOMM is personal, that means reviews communicated this way
are timely and tailored to a specific audience
Where did WOMM Start?
• During the last century mass
media grew in popularity
• TV and advertisements got
attention and trust!
• BUT… overtime due
sheer quantity of ads,
they and their popular mediums
(i.e. TV) lost credibility
• Nielsen’s 2009 Global Trust in Advertising Survey found that:
– Peer recommendations are the most trusted
form of advertisements
– Social media is expanding consumer’s positive and
negative influences regarding brands
– Only 62% of people trust TV ads but 90% of people
trust consumer recommendations
You need to choose which social media tools
you use based on your target
Don’t jump in just because the tool is popular!
Image by cszar on Flickr
Blogging – “A blog is a personal diary. A daily pulpit. A collaborative
space. A political soapbox. A breaking news outlet. A collection of
links. Your own private thoughts. Memos to the world.”
The number of blogs on
the internet as of July 12th
Image by Antigone78 on Flickr
Twitter – A social networking
and microblogging service
that allows you to send
short messages (140
characters in length),
otherwise known as
“tweets” to your followers.
Image by Travelin’ Librarian on Flickr
The number of tweets sent a day. That’s a 1,400 %
increase in 2009.
10 + Billion
The number of tweets sent since 2006.
Image by TPorter2006 on Flickr
Facebook – a social networking website that allows users to add
people as friends, send them messages, and update profiles to
notify members about themselves.
Image by smlions12 on Flickr
Facebook users worldwide.
Pieces of content (web links, news
stories, blog posts, notes, photos etc.)
shared each week.
Digital Buzz Blog
Image by www.larrabetzutik.org on Flickr
LinkedIn – A professional
social network that allows
you to connect with contacts,
exchange knowledge, and
network with a broad system
of industry professionals.
Image by Nan Palmero on Flickr
Digg.com – A social bookmarking site that allows users to discover
and share content from anywhere on the web.
Image by Pulguita on Flickr
YouTube - A video-sharing website where users can share, upload
and view videos on many different subjects and topics.
Image by jonsson on Flickr
The number of videos
viewed daily on
Flickr - An image hosting and video hosting website
that allows members of its online community to
upload and share their content.
Image by Darwin Bell on Flickr
The number of photos
archived on Flickr.com
as of June 2009.
Image by Capt Kodak on Flickr
Incorporate your social media with the rest of
your marketing initiatives
Image by Mishelle Lane on Flickr
So you know
what to do…
But how do
you know if it’s
You need to measure
key metrics to drive Influence –
quality of web
Buzz - Amount
of discussion Intimacy -
What should you be about your Brand
Forrester Research, Marketing’s New K ey Metric: Engagement , 2007
Free Social Media Monitoring Tools:
• Boardtracker.com - www.boardtracker.com
• Co.mments - http://co.mments.com
• Google Alerts - www.google.com/alerts
• CoTweet - http://cotweet.com
• Hootsuite – http://hootsuite.com
• Social Mention - www.socialmention.com
Image by S.Diddy on Flickr
6 Things you should take away from this
1. Social media is a tool for WOMM
2. WOMM is the most effective form of marketing
3. The Internet and social media help facilitate WOMM on a
4. People will talk about you because they love you and because
they hate you.
5. It is important to know where you audience is
interacting with social media before you get started
6. You need to measure customer engagement
metrics to understand the ROI of social media.
Follow our blog at http://www.marqui.com/blog
Follow us on Twitter @Marqui_CMS
Richard Sharp, VP Marketing
Amberlie Denny, Marketing Coordinator