A presentation to USC CMGT 534 class
Clinton Schaff, Guest Instructor
February 12, 2007
Ooh, ooh, ooh,
People are talkin', talkin' 'bout people,
I hear them whisper, you won't believe it.
                      ...
http://www.gapingvoid.com
http://www.theinfluencers.ca
http://www.theinfluencers.ca
WOM
starts with
being
remarkable




 www.apurplecow.com
Definitions
              Word of mouth
              The act of consumers providing
              information to other co...
You Say Potato, I Say Potahto
                    Buzz marketing
                    Viral marketing
                    C...
Internet Users   WOM




                  http://www.emarketer.com/Article.aspx?i
                  d=1005460&src=article...
Good WOM Marketing is…

                … based on genuinely
                passionate people
                … is not cr...
Bad WOM Marketing includes…
                 … stealth marketing
                 … shilling
                 … infiltrati...
5 Ts of WOM Marketing


Talkers:    Find people who will talk
Topics:     Give people a reason to talk
Tools:      Help th...
WOM Marketing   s the Interwebs




                       http://www.emarketer.com
WOM Marketing                s the Interwebs
            Person-to-
            Person-to-
            person talking
    ...
Spreading content on the Interwebs
Influencer marketing
-Identify and reach out to niche bloggers, groups, networks, etc.
...
Influencers: Research




                        M80
Influencers: 1-to-1 outreach




                               M80
Influencers: Verify placements




                        M80 / Yahoo Be a Better Planet!
Influencers: Metrics
                             Program totals


                                                Estimat...
Influencer model or Network model?




               VS.
Why not both?!
Credibility & Niche + Reach & Breadth



                 +
Evangelists




              M80
Evangelists
Social Media
Viral: Micro-sites
Viral: Micro-sites
Viral: Media Player
Viral: Video
Viral: Widgets




                 Gigya
Viral: Games
Conversational
                 Nobody is as clever as everyone
                          - Howard Rheingold




         ...
The Future of WOM Marketing
  •   Word of mouth becomes integral to making sense of the world
  •   Grassroots opinion lea...
Ready for WOM? How do you “Raitt”?
                                                -Are folks talking about it/you?
      ...
Questions?




Thank you for your participation!
                           - Clint
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Wom Preso 02.12.2008

  1. 1. A presentation to USC CMGT 534 class Clinton Schaff, Guest Instructor February 12, 2007
  2. 2. Ooh, ooh, ooh, People are talkin', talkin' 'bout people, I hear them whisper, you won't believe it. Bonnie Raitt, They think we're lovers kept under cover, WOM Master I just ignore it but they keep sayin' we... Laugh just a little too loud, Stand just a little too close, We stare just a little too long. Maybe they're seein', somethin' we don't darlin'. Let's give 'em somethin' to talk about (Somethin' to talk about) Let's give 'em somethin' to talk about (Somethin' to talk about) Let's give 'em somethin' to talk about How about love?
  3. 3. http://www.gapingvoid.com
  4. 4. http://www.theinfluencers.ca
  5. 5. http://www.theinfluencers.ca
  6. 6. WOM starts with being remarkable www.apurplecow.com
  7. 7. Definitions Word of mouth The act of consumers providing information to other consumers Word of mouth marketing Giving people a reason to talk about your products and services, and making it easier for that conversation to take place
  8. 8. You Say Potato, I Say Potahto Buzz marketing Viral marketing Community marketing Grassroots marketing Evangelist marketing Product seeding Influencer marketing Cause marketing Conversation creation Brand blogging Referral programs
  9. 9. Internet Users WOM http://www.emarketer.com/Article.aspx?i d=1005460&src=article1_newsltr
  10. 10. Good WOM Marketing is… … based on genuinely passionate people … is not created. It is co-created co- …recognizing that a happy customer is the greatest endorsement … giving customers a voice … listening to consumers … engaging the community
  11. 11. Bad WOM Marketing includes… … stealth marketing … shilling … infiltration … comment spam … defacement … spam … falsification … dishonesty & lack of transparency … endangering kids Only fakers do this stuff. Don’t be a jerk.
  12. 12. 5 Ts of WOM Marketing Talkers: Find people who will talk Topics: Give people a reason to talk Tools: Help the message spread Taking Part: Join the conversation Tracking: Measure and listen Andy Sernovitz http://www.wordofmouthbook.com
  13. 13. WOM Marketing s the Interwebs http://www.emarketer.com
  14. 14. WOM Marketing s the Interwebs Person-to- Person-to- person talking Blogging SMS Vlogging Social IM Media Tools E-mail Writing Social Talking Networks by phone Video Widgets
  15. 15. Spreading content on the Interwebs Influencer marketing -Identify and reach out to niche bloggers, groups, networks, etc. -Community engagement, commenting, participation, etc. Evangelist marketing -Brand ambassador teams, Citizen marketers Social media marketing -Wikipedia, Digg, Flickr, Photobucket Digg, Flickr, -Social networks: MySpace, Facebook, Hi5 Facebook, Viral marketing -Branded websites, blogs, advergames, widgets, etc. advergames, -Viral video creation, syndication and engagement Conversational marketing -Listening to community, participating/responding, doing good
  16. 16. Influencers: Research M80
  17. 17. Influencers: 1-to-1 outreach M80
  18. 18. Influencers: Verify placements M80 / Yahoo Be a Better Planet!
  19. 19. Influencers: Metrics Program totals Estimated Placement data Unique Audience Live link M80
  20. 20. Influencer model or Network model? VS.
  21. 21. Why not both?! Credibility & Niche + Reach & Breadth +
  22. 22. Evangelists M80
  23. 23. Evangelists
  24. 24. Social Media
  25. 25. Viral: Micro-sites
  26. 26. Viral: Micro-sites
  27. 27. Viral: Media Player
  28. 28. Viral: Video
  29. 29. Viral: Widgets Gigya
  30. 30. Viral: Games
  31. 31. Conversational Nobody is as clever as everyone - Howard Rheingold Visible Technologies
  32. 32. The Future of WOM Marketing • Word of mouth becomes integral to making sense of the world • Grassroots opinion leaders (The Influencers) become even more influential • Buzz spreads faster, enabled by a web-driven universe • Active customer/citizen participation increases • The remarkable and outrageously different products rise to the top • Honest and open two-way feedback begins to happens between companies and their best customers & prospects • Businesses and causes benefit by collaborating and engaging customers for input into their product innovation • Winning organizations and companies start crafting messages with customers rather than throwing messages at them http://www.theinfluencers.ca
  33. 33. Ready for WOM? How do you “Raitt”? -Are folks talking about it/you? -Do you stand out from the crowd? Ooh, ooh, ooh, -Are you committed to spreading People are talkin', talkin' 'bout people, the word? I hear them whisper, you won't believe it. -Do you have the passion & support They think we're lovers kept under cover, of management and employees to I just ignore it but they keep sayin' we... join the conversation? Laugh just a little too loud, Stand just a little too close, We stare just a little too long. Maybe they're seein', somethin' we don't darlin'. Let's give 'em somethin' to talk about (Somethin' to talk about) Let's give 'em somethin' to talk about (Somethin' to talk about) Let's give 'em somethin' to talk about How about love?
  34. 34. Questions? Thank you for your participation! - Clint

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