BOF Womma Womtools

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Presentation during the WOMMA Summit 3 Las Vegas

Published in: Business, Health & Medicine

BOF Womma Womtools

  1. 1. WOM Tools: Ten Tools to Spread the Word Geno Church, Word of Mouth Inspiration Oficer, Brains on Fire Adi Sideman, President CEO, Oddcast 1
  2. 2. Think beyond tactics and think more holistic. What do you want your WOM tools to do? 2
  3. 3. Where do they fall in the cycle that takes your customer from participating with your brand to evangelism. And let’s think about the term customer, lets call them potential advocates or fans. 3
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  5. 5. Participation Whether in person or on the web– is about the experience. Once they’ve made the decision to interact, is that interaction remarkable? Is it engaging enough to turn a casual user into a fan? 5
  6. 6. Question? What do you do that is engaging or remarkable? 6
  7. 7. Tool #1 Customize conversation tools where your advocates have natural conversations — at a store, in a chatroom, at church, or a Friday night football game. 7
  8. 8. Rage Against the Haze South Carolina’s teen anti-tobacco use movement. Friday Night Rage Event Local high school football games every friday night across the state. Rage teens have conversations with other state teens about smoking. 8
  9. 9. Traditional no smoking symbol 9
  10. 10. This is a youth created conversation tool 10
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  12. 12. Adoption to Evangelist Adoption is personal but passive. Turning adoptive passive behavior into fan evangelism requires understanding the fans’ needs. 12
  13. 13. This transition is far from guaranteed. It’s the di erence between a contented relationship and shouting “I love you!” from the rooftops. Nurture and reinforce their involvement, and work with them to provide tools that they use to amplify their adoption. 13
  14. 14. Tool #2 O ine and Online open source tools. 14
  15. 15. Fiskars Brands Makes tools for crafters. Fiskateers Crafting Ambassadors Online and o ine community of crafters 15
  16. 16. Fiskateer Welcome Kit 16
  17. 17. Online Community Tools 17
  18. 18. O ine Community Tools 18
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  20. 20. Community Ownership To continue to feed the evangelist ames, they need to know that they are not alone, so providing opportunities for evangelists to gather and interact is an important catalyst. 20
  21. 21. Great brand communities are co-owned by the fans. The key here is allow your fans the ability to participate in the message. The more they are encouraged to lead and to develop their own messages, the more they will believe that the community and the experience belongs to them. 21
  22. 22. Tool #3 Bring your advocates together in person. 22
  23. 23. Bring 52 Fiskateers together 23
  24. 24. Training and Fun 24
  25. 25. Random Acts of Crafting 25
  26. 26. True Ownership requires sacri ce. Loyalty, the willingness of someone – a customer, an employee, a friend – to make an investment or personal sacri ce. Taking shared responsibility for continued success of the organization. Whether it’s taking the time to put up iers or write a letter, spending the money to create their own swag, or any number of activities, it’s the real investment of something they believe in. 26
  27. 27. Geno Church genoc@brainsonfire.com 27
  28. 28. Geno Church genoc@brainsonfire.com 27

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