This presentation was given to students at Truman State University in March 2008. Examples from the sustainability movement were used to illustrate word of mouth marketing strategies.

1. The Art & Science of Word of Mouth Marketing 03.26.2008

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.

4. WHY?

5. on business purchase decisions #1 influence Source: KellerFay Group

6. of B2B Advertising, Direct mail or Press coverage More than TWICE the influence Source: KellerFay Group

7. #1 CONSUMER TRUST

11. Word of Mouth is Different Online

12. Online WOM is a Game Changer

13. Reputation in Ruins Source : TNS Media Intelligence/Cymfony

15. 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

18. 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

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

20. 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

21. The Ultimate Goal Turn Prospects into FRIENDS … … Customers into EVANGELISTS Friends into CUSTOMERS … Source : Seth Godin

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

23. WOM Strategies

24. Encourage Communications

25. Encourage Communications

26. Give People Something to Talk About

27. Give People Something to Talk About THINK BIG

28. Connect People & Build Community

29. Work with Influential Communities

30. Evangelist & Advocacy Programs

31. Engage in Active Listening

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

33. Give People Something to Talk About

34. 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 Source : Nielsen BuzzMetrics

35. Give People Something to Talk About

36. Give People Something to Talk About

37. Co-Creation & Information-Sharing

38. WIIFM?

40. Do it. Share it. Think in ecosystems.

41. Think Substance & *New* Channels. Source : Email Experience Council

42. Grassroots can trump institutions

43. Triple Bottom Line - Time Mag The defining challenge of the 21st century will be to face the reality that humanity shares a common fate on a crowded planet. Feb. 28, 2008

44. YOU Can Be A Pioneer!

45. Willow Lundgren Workshops, Seminars & Strategy [email_address] 816.914.1490 Thank You