Social Word-of-Mouth Marketing Lessons Learned: How 7 Brands Got it Right and Wrong
Social Word-of-Mouth Marketing Lessons Learned
How 7 Brands Got it Right and Wrong
tactics in WOM marketing
Many clients want to apply traditional
marketing practices to social programs.
Consumers are evolving – less likely to
trust traditional advertising.
92% of consumers trust WOM over all
other forms of advertising.
We‟ve collected 7 examples from
Varying assumptions or beliefs regarding
product and how to promote using WOM.
Our programs verified or debunked these
Assumptions were corrected.
Lesson 1: Consumers are
always talking about products
Content developed to test assumptions of
Social activity tracking revealed year-long
This illustrates the value of „always on‟
Brand valued professional bloggers due to
Power middle influencers achieved results
as a trusted source to audiences.
Influencers enjoy sharing exclusive,
interesting content in relationship with
Lesson 2: Don‟t be blinded by high
reach. Trust is more valuable.
Lesson 3: The right program theme
jump-starts influencer enthusiasm
The personal connection we feel to
products can drive engagement.
Promoting these valuable personal
endorsements produces even better
Best themes allow for creative freedom.
Influencers who aren‟t socially savvy aren‟t
Low value coupons don‟t motivate
Value exchange drives influencer
Lesson 4: Overestimate customer
influence & incentive
Brand assumed interactivity is a great way
to increase buzz.
30 influencers > 188K endorsements >
Valuable content builds „always on‟
Lesson 5: Creative concepts drive
Incentives vary depending on influencer
Choose incentives from the influencer
Lesson 6: Find the incentive
Develop a relevant concept that excites
Getting it right from the beginning allows
the brand to capitalize on consumer
Influencer content is more valuable than
Lesson 7: Consumer research
can prompt endorsements
The way that brands market to
consumers is changing.
Scalable social endorsements and
measurable ROI that brands desire.
Build direct, always-on relationships with
thousands of influential advocates.
Consumer opinions are more available and
more impactful than ever.
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on Social Word-of-Mouth Marketing
Lessons Learned: How 7 Brands Got it
Right and Wrong.
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