Word of Mouth Marketing Primerwww.mydisruption.com @MyDisruption
Be interesting or be invisible.– Andy Sernovitz, author
Yes, it’s a simple concept…in theory. Youprovide a great service or product, yourcustomers tell their friends, you get morebusiness.But how you arrive at that desired end resultis anything but simple. Word of mouth doesn’tjust happen. It requires strategy, cohesionand consistency across all communicationpoints, creativity and the drive to not justexceed expectations, but destroy them everysingle day.This resource is intended to help you get yourword of mouth marketing (WOMM) programoff the ground. It promises to provideeverything you need to understand in order tohave a successful journey.
“The idea that word of mouth can’t“Create something cool, and people be harnessed is probably the mostwill distribute your brand for you. And dangerous and costly marketingcontent will become the new forum for oversight.”advertising.” - George Silverman, author The- Sanaz Ahari, Microsoft Secrets of Word of Mouth Marketing“If it’s not worth talking about, it’s “More contact means more sharingnot worth doing.” of information, gossiping,- Andy Sernovitz, author Word of exchanging, engaging – in short,Mouth Marketing: How Smart more word of mouth.”Companies Get People Talking - Gary Vaynerchuk, author The Thank You Economy
88% 90x of consumers said per week the WOM is the #1 average consumer influencer mentions brands to impacting their friends & family opinions of a company 12x 94% = the amount of consumers trust consumer reviews WOM; only 14% are trusted over a trust brand’s own advertisements product descriptionsSources: Think Insights (Google), Keller Fay, WOMMA, eMarketer, Forrester Research Inc.
WOMM is NOT…. Pushing messages out to the general public in hopes that a few might land Casually telling your customers to bring their friends in as an aside Going “viral” on YouTube Social media (on its own) Don’t be that guy. Nobody wants to be on the receiving end of a megaphone.
The World According To Andy…(you know, Andy Sernovitz, the godfather of WOMM)Definition of WOMM:1. Giving people a reason to talk about you2. Making it easier for the conversation to take placeThe Four Rules of WOMM:1. Be Interesting2. Make People Happy3. Earn Trust & Respect4. Make It EasyThe Three Reasons People Talk About You:1. They like you and your stuff2. Them. Talking makes them feel good3. Us. They feel connected to the group / community
“People spread awesome…”“…they don’t spread meh.” That’s Scott Stratten of UnMarketing fame….I highly recommend you spend some time learning from him
Every single interaction your brand has with a customer should be awesome. Not just satisfactory, but…“WOW!”. If not, then you simply are not worth talking about!
THESE GUYS GOT TALKABLE RIGHT (click each image for more info)
90+% SPECIAL SAUCE of WOM conversations occur offlineYes, social media is awesome and connects consumersand brands with unheard of ease, but truly valuableengagement often happens in the flesh! The Internet is both 60% of consumers are the leading spark of “highly likely” to make WOM conversations a purchase based on and the #1 resource an offline WOM utilized to take action interaction after conversation Sources: Think Insights (Google), Keller Fay Group
90+% SPECIAL SAUCE of WOM conversations occur offlineThe best approach is to utilize both online and offline opportunities to maximize your communication strategies… …like these guys (click each image for more info)
CONSIDER THIS…. The next level of fusing online and offline experiences is to determine where each tactic will activate most effectively along the communication timeline Before Offline Experience: Utilize online systems to tease the upcoming event During Offline Experience: Make it easy for participants to share their experience with friends After Offline Experience: Recognize participants will go online to research and verify your brand (i.e. reviews, your website, your social media channels)Source: Think Insights (Google)
More people doing it right…(click each image for more info)Source: Think Insights (Google)
Schema SPECIAL SAUCE Disruption: The most powerful tool in WOMMA mental schema is a structured cluster of pre-conceived ideas that helps our brains to conserveenergy for crisis situations. You don’t have to focusstrongly every morning to remember to drive on theright side of the road – a mental schema already existsfrom previous experience so we don’t have to wasteprecious brain power on these types of activities andthoughts.
Schema SPECIAL SAUCE Disruption: The most powerful tool in WOMM“If something contradicts our schema, it may be encoded or interpreted as anexception or as unique.” (Wikipedia)When a schema is disrupted, the brain jumps out of its natural steady state andinto full attention.And because the brain is designed not to think (i.e. conserve energy for crisissituations), it yearns to get back to its steady state.To get back to that steady state, the brain has to recognize and address thedisruption. Recognition = talking = WOM spark!
Schema SPECIAL SAUCE Disruption: The most powerful tool in WOMMThe disruption doesn’t have to be a huge explosion. Schemas areeasily disrupted once you determine the expectations. A smallmove, such as your local dry cleaner sending a hand-written thankyou note on a random Tuesday, can have significant impact. Check out these other examples (click each image for more info)
Parting Shots…. Sexy is not a prerequisite Contrary to popular belief, your product does not need to be “sexy” for customers to rave about you Professor Jonah Berger of the Wharton School found “…no evidence that more interesting products get talked about more frequently.” Good is better than bad Positive WOM is shared more than negative WOM 66% of brand references in WOM conversations are “mostly positive”, compared to 8% being “mostly negative”Source: Keller Fay Group