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Word of-mouth-marketing-womm

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Word-of-mouth marketing (WOMM), also called word of mouth advertising, is an unpaid form of promotion—oral or written in which satisfied customers tell other people how much they like a business, product, service, or event.

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Word of-mouth-marketing-womm

  1. 1. WORD OF MOUTH MARKETINGCREATING BUZZ Online Marketing Web World 1
  2. 2. 1. 2. …the …the ..i got to ..i got to JESUS JESUS have an have an PHONE PHONE iPhone iPhone rocks! rocks!WOMM POWER Online Marketing Web World 2
  3. 3. HOW TO USE WORD-OF-MOUTHMARKETING (WOMM) TECHNIQUESAND SOCIAL MEDIA TO DRIVEGROWTH BY CREATING A POSITIVEBUZZ AROUND YOUR PRODUCT ORSERVICE. Online Marketing Web World 3
  4. 4. TO APPRECIATE WOMM: FIRST YOUHAVE TO UNDERSTAND WHAT’SBROKEN WITH TRADITIONALMARKETING. Online Marketing Web World 4
  5. 5. IS YOUR CAMPAIGN HAVING ANEGATIVE IMPACT ON YOURBRAND? Online Marketing Web World 5
  6. 6. ONLY 18% OF TV ADSGENERATE POSITIVE ROI Online Marketing Web World 6
  7. 7. 84% OF B2B CAMPAIGNSRESULTED IN LOWER SALES Online Marketing Web World 7
  8. 8. 100% INCREASE IN AD SPENDING JUST TO ADD 1% - 2% IN SALES Online Marketing Web World 8
  9. 9. ONLY 14% TRUST ADS Online Marketing Web World 9
  10. 10. 69 % INTERESTED IN ADBLOCKING TECHNOLOGIES Online Marketing Web World 10
  11. 11. TRADITIONAL MARKETING & ADVERTISING •ADVERTISING CLUTTER •MEDIA FRAGMENTATION •CONSUMERS TUNED OUT •LESS EFFECTIVE •MORE EXPENSIVE •LESS TRUSTED •LOWER ROI Online Marketing Web World 11
  12. 12. TWO THIRDS OF U.S. ECONOMONY DRIVEN BY WOMM Online Marketing Web World 12
  13. 13. POSITIVE CORRELATION TO BUSINESS GROWTH Online Marketing Web World 13
  14. 14. BRAND ADVOCACY DRIVES BUSINESS GROWTH Online Marketing Web World 14
  15. 15. BRAND ADVOCACY EVEN MOREIMPORTANT THAN BRAND IMAGE OR BRAND SATISFACTION Online Marketing Web World 15 Harvard study
  16. 16. LAW OF FEW 10% INFLUENCE PURCHASING BEHAVIOR OF OTHER 90% Online Marketing Web World 16
  17. 17. 91% LIKELY TO BUY ON RECOMMENDATION Online Marketing Web World 17
  18. 18. 92% PREFER WOMRECOMMENDATION Online Marketing Web World 18
  19. 19. BRAND ADVOCATES•AVERAGE•CUSTOMERS•CLIENTS•CONSUMERS Online Marketing Web World 19
  20. 20. WOMM CHARACTERISTICS•HOMOPHILY•HAWTHORNE EFFECT•CONVERSATION: DIALOGUE•EXPRESSION•INVISIBLE NETWORKS•LINKS•SIX DEGREES OF SEPARATION•DIGITAL MEDIA•MUCH HIGHER LEVEL OF TRUST•HUMILITY Online Marketing Web World 20
  21. 21. WOMM = C2C CONVERSATION Consumer-to-consumer conversation Online Marketing Web World 21
  22. 22. NOT …TRADITIONAL MARKETING & ADVERTISING Online Marketing Web World 22
  23. 23. BUZZ = INFECTIOUS CHATTER WHAT’S HOT WHAT’S ATTRACTIVE Online Marketing Web World 23
  24. 24. VEHICLE FOR CONTAGION •PERSON-TO-PERSON TALKING •TALKING BY PHONE •SOCIAL MEDIA TOOLS •SMS •E-MAIL •IM •BLOGGING •VBLOG •WRITING Online Marketing Web World 24
  25. 25. WHO ARENETWORKHUBS CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS Online Marketing Web World 25
  26. 26. LINKS OR NODES SPREAD BUZZ NODENETWORK NETWORK A B TRUSTED CHANNEL Online Marketing Web World 26
  27. 27. CORRELATION BETWEENNETWORK HUBS AND EARLYADOPTERS. Online Marketing Web World 27
  28. 28. LINKS FUEL DIFFISUIONA NETWORK OF 100 PEOPLE = 4,950 POSSIBLE LINKSA NETWORK OF 1,000 PEOPLE = 500,000 POSSIBLELINKSSix degrees of separation concept (a/k/a small world phenomenon) Online Marketing Web World 28
  29. 29. HOMOPHILY BIRDS OF A FEATHER FLOCK TOGETHER The term homophily stems from study of social networks. Online Marketing Web World 29
  30. 30. CLUSTERSInterests hobbies beliefs age gendersocial class ethnicity religion valuespolitics geography educationoccupation Online Marketing Web World 30
  31. 31. ALL ABOUT… INTERACTION IN & AMONG INVISIBLE NETWORKS Online Marketing Web World 31
  32. 32. LEAPFROGGING TECHNIQUES Aqua Teen WOMM umbrella term• Buzz marketing – Special hook, event, promotion. Aqua Teen Hunger Force Boston Bomb Scare• Viral marketing – Branded material, websites, blogs, advergames, widgets, bligets, videos, utilities, collaboration tools etc. that sneezers spread. ParkRidge47, Vote Different• Influencer marketing – Identifying and finding the influencers• Evangelist marketing – Turning most loyal customers into citizen marketers• Street marketing Buzz Oven – Interacting at popular offline places like Buzz Oven• Stealth / Undercover marketing – Bree, lonelyGirl15 Bree Online Marketing Web World 32
  33. 33. WIDGET & BLIDGET Online Marketing Web World 33
  34. 34. SOCIAL MEDIASocial media describes the online technologies and practices that people use to share opinions, insights,experiences, perspectives and media itself. Social media can take many different forms, including text,images, audio, and video. These sites typically use technologies such as blogs, message boards,podcasts, wikis, and vlogs to allow users to interact. Source: Wikipedia Online Marketing Web World 34
  35. 35. BUZZ MARKETING WITH BLOGS… BLOGVERTORIAL BUSINESS BLOG FAUX BLOG 70 million blogs in just 4 years. 120K blogs being added each day. Online Marketing Web World 35
  36. 36. SEEDING…•STIMULATING DISCUSSION•PROMO EVENT•REDUCED PRICING•FREEWARE•GAME•DEMO•TRIAL•BETA Online Marketing Web World 36
  37. 37. ASK YOURSELF…•How does information flow in my industry?•Where do people get their information?•Does information flow in a centralized way?•How do consumers interact in my industry?•Do they hangout in networks?•How big are these networks?•Is my industry conservative?•What influences my customers?•Who influences my customers?•Is my product risky? Online Marketing Web World 37
  38. 38. BUZZ MISTAKES…•FOCUSING JUST ON OPINION LEADERS (1%)•NARROWLY PROFILING CONNECTORS•NO STORY•OVERSELLING Online Marketing Web World 38
  39. 39. BUZZ GUIDELINES •SUPERIOR EXPERIENCE •CONTAGIOUS PRODUCT •SUPERIOR QUALITY •UNDERPROMISE •OVERDELIVER •ANTICIPATION •REACH 10% - 15% •TRUTH Online Marketing Web World 39
  40. 40. IDEAL BUZZ CANDIDATES…REQUIRE NO ADVERTISINGLEAVE A TRACENETWORK EXTERNALITYINCREASE COMPATABILITYINCREASE TRANSPARENCYSELF CONTAINED Online Marketing Web World 40
  41. 41. Online Marketing Web World Pramod Kumar Srivastava Web Analyst & Online Marketing Strategy Plannerhttp://www.onlinemarketingwebworld.com Online Marketing Web World 41

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