Word of Mouth Marketing

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The numbers do not lie. Word of Mouth Marketing is the most powerful, effective form of marketing. The trigger to get it going is the customer experience and the acceleration fuel is passion and social triggers.

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Word of Mouth Marketing

  1. 1. Tuesday 22 March 2011
  2. 2. The Numbers Don’t Lie 2004 8 Million customers 45 million comments 45% referral number 1 Million New Customers Word of Mouth Worth $210 millionTuesday 22 March 2011
  3. 3. The Numbers Don’t Lie 70 % of Word of Mouth is Direct, 30% is Second Hand Average American Discusses 700 Brand / Week or 10 / Day 78 % of Customers See Word of Mouth As Most Credible Info Source 74% of Word of Mouth Happens Face to FaceTuesday 22 March 2011
  4. 4. Marketing Reality What Your Customer Says Is Far More Important Than What You SayTuesday 22 March 2011
  5. 5. Which would you choose?Tuesday 22 March 2011
  6. 6. What Stimulates The Conversations Around Your BrandTuesday 22 March 2011
  7. 7. Two Things Indifference Contempt Amazement (Pain) (Pleasure)Tuesday 22 March 2011
  8. 8. The Trigger?Tuesday 22 March 2011
  9. 9. THE EXPERIENCETuesday 22 March 2011
  10. 10. YOU ... CREATE THE EXPERIENCETuesday 22 March 2011
  11. 11. Tuesday 22 March 2011
  12. 12. Stimulating positive conversations .....Tuesday 22 March 2011
  13. 13. Passion Conversation Acceleration: The Trigger: Social Design The Communication ExperienceTuesday 22 March 2011
  14. 14. Whose Passionate? Whose Saying What?Tuesday 22 March 2011
  15. 15. Design and Controlling The Experience Travel to Getting to Evaluating In Flight Landing / Leaving Booking Airport / Gate / Boarding Travel Plan Exp Transfer Airport Check in Waiting Loyalty / Staff Treatment / Competence Bonus Prgm Courtesy / Efficiency Handling of unforeseen problems Schedule Frequency Hot line for Transport to Lounge / Seat Seat Arrival Baggage Frequent airport business Assignment Comfort assistance claim time Flyers Facilities Price Special On board Airborne Lounge / Transport Electronic parking Gateway storage experience business from airport Availability ticketing Facilities area facilities Price comfort / In flight Complaint Corporate On-Line amenities entertain- resolution Product Priority agreements ment Directions to luggage check in line Upgrades handling In flight Branding Commun- Airport ication Location of Travel agents security wait Gate location connecting time gate Toilets availability / cleanliness Airport Airport security layout interactionTuesday 22 March 2011
  16. 16. Design and Controlling The Experience And Tracks Customer Loyalty in Each Touch Point Receive / Upgrade / Awareness Buy Use Get Help Bill / Fin Re-Pcshe Marketing Sales Product Dev Manufacturing Communications Finance LogisticsTuesday 22 March 2011
  17. 17. Accelerate The ConversationTuesday 22 March 2011
  18. 18. Social Trigger Stimulating Conversation, Stimulating Feeling, Moving The Elephant. Lust Trust Mystique Hero Nurture Rebel Alarm Versatility Prestige PowerTuesday 22 March 2011
  19. 19. Social Channel, ConversationsTuesday 22 March 2011
  20. 20. Tuesday 22 March 2011

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