The document discusses word-of-mouth marketing (WOMM) and how people trust recommendations from others over traditional advertising. It notes that 76% of Americans discuss at least one brand daily, with influencers talking about brands twice as often. The majority (71%) of word-of-mouth conversations still occur offline, though digital conversations are growing. The document provides tips on identifying influencers and engaging them to help stimulate 40% of brand conversations that refer to a brand's own marketing.