The document discusses word-of-mouth marketing tactics for businesses and organizations. It describes different types of in-person and online word-of-mouth tactics like networking, email marketing, social media, blogs, and more. It also provides tips for identifying customer evangelists, influencers in specific industries, and creating exceptional products and services to drive positive word-of-mouth. Several case studies are presented as examples.

1. Word of Mouth Marketing & PR Best Practices for You and Your Team Ann N. Videan, APR V idea n Unlimited Marketing Connections [email_address] www.videanunlimited.com Evoke the Power of Connections ™ June 2007

2. Word-of-Mouth vs.Word-of-Mouse Tactics Word of mouth Types Face-to-face (networking, volunteering) Telephone (working database, warm contacts) Case study Versatile Writing Solutions connection with AMA

3. Word-of-Mouth vs.Word-of-Mouse Tactics Word of Mouse Types Email (messages, e-zines, e-cards) www.constantcontact.com, www.verticalresponse.com www.bluemountain.com, www.jacquielawson.com Instant messaging (IM) Text messaging (TM) Web sites

4. Word-of-Mouth vs.Word-of-Mouse Tactics Word of Mouse Case study Warner Bros.: The Dark Knight http://blogcritics.org/archives/2007/05/20/115847.php

5. Word-of-Mouth vs.Word-of-Mouse Tactics Word of mouse Social networks Blogs (http://technorati.com/blogs/) MySpace (www.myspace.com) Imbee (www.imbee.com/) MyPraize (www.mypraize.com/) Yahoo groups ( http://groups.yahoo.com/ ) YouTube (www.youtube.com/)

6. Word-of-Mouth vs.Word-of-Mouse Tactics Word of mouse Case study Mute Math alternative rock band http://en.wikipedia.org/wiki/Mute_Math

7. Creating and Maintaining Customer Evangelists Who’s already talking about your product/service? Find ways to let potential customers try your product/service McConnell/Huba’s “Bite-Size Chunks” How do they like to get information? Feed them valuable information, systematically Ask them to share Be a friend

8. Creating and Maintaining Customer Evangelists Everything starts with having an exceptional product/service Case study FullCircle Advantage, assisted living center

9. Identifying Influencers in Your Markets Ask customers: Who do you respect in your industry? Where you get industry information? What associations do you belong to? Study media outlets Who’s quoted in publications, writing articles in trade publications, or on TV in your industry? Who are the right media contacts? (www.gebbiepress.com)

10. Identifying Influencers in Your Markets Search Web for key industry people Who’s quoted in online articles? Who’s blogging in your industry? Who can give you the best feedback on your product/service? Case Study Build-A-Bear Workshop

11. WOMM Books Citizen Marketers: When People Are the Message by Ben McConnell and Jackie Huba (2007) Word of Mouth Marketing: How Smart Companies Get People Talking by Andy Sernovitz, Seth Godin, and Guy Kawaski (2006) Creating Customer Evangelists: How Loyal Customers become a Volunteer Sales Force by Ben McConnell, Jackie Huba, and Guy Kawasaki (2002) The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell (2002) Unleashing the IdeaVirus by Seth Godin and Malcolm Gladwell (2001)