This document provides an overview of word-of-mouth marketing (WOMM). It defines WOMM as positive or negative communication between consumers about products, services, and ideas. WOMM is seen as an effective and inexpensive form of marketing. The document outlines different types of WOMM strategies and campaigns, how WOMM works by using influencers to spread messages, and key factors like talkers, topics, tools, tracking, and taking part that contribute to successful WOMM. It also notes that negative WOMM may have a greater impact than positive WOMM and provides an example case study of the Obama presidential campaign's effective use of WOMM.

1. Word Of Mouth Marketing (WOMM)
Presented By:
Tinaaz Wadia 56
Sanket Vyas 55
Pooja Vora 54

2. Flow Of Content
 What word of mouth?
 What is WOMM?
 What is it not?
 WOMM communication pattern
 Traditional marketing VS WOMM
 Where WOMM fits?
 Organic VS Amplified WOMM
 WOMM umbrella term
 Key ingredients of WOMM
 Strategies of amplified WOMM
 5 T’s of WOMM
 Positive and Negative WOMM
 Case study

3. What Is Word Of Mouth?
“Positive or negative communication of products, services and ideas
via personal communication of people who have no commercial
vested interest in making that recommendation”
- Silverman
In Simpler terms:
 Word of mouth is what everybody is taking about.
 Word of Mouth is the act of consumers providing honest
information to other consumers

4. ”
“
Giving people a reason to talk about your stuff, and making
it easier for that conversation to take place.
-Andy Sernovitz
Art and science of building active, mutually beneficial
customer-to-customer and customer-to-marketer
communication.
What Is Word Of Mouth Marketing?
The trick of getting your customers to talk
about you. One of the most inexpensive and
effective ways of marketing.
C2C communication happening online/offline by
phone conversations, gossips, blogs, social
media tools, emails, etc.

5. So.. What Is Not?
 Stealth Marketing
 Shilling
 Infiltration
 Comment Spam
 Falsification

6. Word Of Mouth Communication Pattern

7. Traditional Marketing VS WOMM
Word Of Mouth Marketing Traditional Marketing

8. U.S WOMM Statistics
Few more facts..
•Two thirds of the U.S Economy driven by WOM
•Law of FEW: 10% influence purchasing behavior of other
90%
•85% prefer buying on WOM recommendation

9. Where Does WOMM Fit?
When a product, service or concept is (or perceived as):
―Expensive or a significant investment
―Complicated or complex
―New or innovative
―Mature with new ideas
Or when a product, service or concept requires repositioning

10. Organic VS Amplified WOMM
Organic WOM occurs naturally as a
result of the product/service on its own
Amplified WOM is generated by
marketers from a special marketing
effort.
Practices that enhance Organic WOM:
Focusing on customer satisfaction.
Improving product/service quality.
Responding well to concerns and
criticisms.
Earning customer loyalty.
Practices amplifying WOM activity:
Developing tools that enable people to
share their opinions.
Identifying & reaching out to influential
individuals/communities
Researching & tracking online
conversations
Motivating the talkers to promote
“Word of mouth is not created, it is co-created. People will only spread your
virus if there is something in it for them.”
-Hugh MacLeod

11. The WOMM Umbrella Term
8 main types of WOMM:
 Buzz marketing
 Cause Marketing
 Conversation
Marketing
 Community Marketing
 Evangelist Marketing
 Grassroot Marketing
 Influencer Marketing
 Viral Marketing

12. CREDIBILITY
SKEPTICISM
TRUST!
Effective
WOMM
Key Ingredients in WOMM

13. How Does WOMM Work?
WOMM is based on the principle that uses influencers to spread a
message- online and offline. Activating online word-of-mouth is
not free any more than activating word-of-mouth in the offline
media. Key to WOMM is how many important influencers the
company reaches not how many people/customers.

14. Getting Word Of Mouth
The Process:
 Identify the talkers
 Provide a topic
 Supply the tools
 Join the conversation

15. 5 T’s Of WOMM
WOMM campaign is built on top of the
FIVE T’s
because marketing guys like to make things formal!

16. 5 T’s of WOMM
• Talkers: Who will tell their friends
about you?
• Topics: What will they talk about?
• Tools: How can you help the message
travel?
Topics
Be remarkable or be invisible.
Tools
Make is easy to talk.
• Taking Part: When and how should you
join the conversation?
• Tracking: What are people saying about
you?

17. Positive word of mouth: 1 happy customer
might tell max 5 others
Negative word of mouth: 1 unsatisfied
customer may tell 10 others
Positive & Negative WOM

18. Impact Of WOMM

19. Case Study: Obama Campaign
• Repeatable messages
• Multiple occasions
• 332 electoral votes