This "Art & Science of Word of Mouth Marketing" presentation illustrates cultural and media trends using case studies of sustainable upstarts that pose new challenges to the direct marketing industry and to the US Postal Service.

1. The Art & Science of Word of Mouth Marketing 02.12.2008

3. Amplified vs. Organic WOM AMPLIFIED A marketing campaign designed to encourage or accelerate WOM in existing or new communities. ORGANIC A natural occurrence when people become advocates because they’re happy and have a natural desire to share their enthusiasm.

6. Think LESS about enhancing your BRAND image… … MORE about what’s of VALUE to WOM participants Psychology

7. Word of Mouth is Different Online

8. Online WOM is a Game Changer

9. Reputation in Ruins

11. The Network Affect Source : MotiveQuest, LLC Mavens – 20% of online influencers. Post very frequently and get their social worth from knowing and sharing Networked Opinion Formers – the other 80% of the online people looking for information Offline word of mouth. Get many of their options from their online friends because of the network effect

14. WOM Must Be Transparent and Ethical Types of Unethical Word of Mouth Marketing Stealth Marketing: Deceiving people about marketing being involved with a communication. Shilling: Payola for product promotion without disclosing you work for a company. Impersonating a customer. Infiltration: Using fake identities in an online discussion to promote a product. Defacement: Vandalizing or damaging property to promote a product. Falsification: Knowingly disseminating false or misleading information. Spam… of any kind Source : WOMMA

15. WOM Marketing Types of Word of Mouth Marketing viral marketing buzz marketing community marketing grassroots marketing evangelist marketing product seeding influencer marketing cause marketing conversation creation brand blogging referral programs Source : WOMMA Give People a REASON to TALK … … make it EASY to tell others

16. WOM Strategies

17. Encourage Communications

18. Encourage Communications

19. Give People Something to Talk About

20. Give People Something to Talk About THINK BIG

21. Connect People & Build Community

22. Work with Influential Communities

23. Evangelist & Advocacy Programs

24. Engage in Active Listening

25. Engage in Active Listening Source: TalkTrack ™, Keller-Fay 2006

26. Give People Something to Talk About

27. Monitor and Measure Associations with “Plastic” Anya Hindmarch phenomenon Pyrex Glassware as Tupperware alternative Discussion around using canvas or reusing plastic grocery bags. Plastic Recycling habits

28. Give People Something to Talk About

29. Give People Something to Talk About

30. Make Sharing Easy

31. Co-Creation & Information-Sharing

32. ACTIONS for Change Agents

34. #2: Listen to and Nurture Passionates

35. #3: Be Remarkable Be Interesting -- or Be Invisible! -- Andy Sernovitz Source : Purple Cow, Seth Godin Be Interesting -- or Be Invisible! -- Andy Sernovitz

36. Source : Email Experience Council #4: E-Mail: Ultimate Gen X WOM Tool?

38. Social Media Reflects & Influences The Truth of Your Brand Adv Promo Direct PR Social Media & Online Visibility Credibility Insights Engagement Measurement

39. YOU Can Lead in New Directions!

40. Direct Marketing Resource Favs: www. SmallPlanetPartners .com February 11, 2008 blog post Workshops, Seminars & Strategy [email_address] 816.914.1490 Thank You