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Word-of-Mouth
  Marketing
                 By:-
    ARUN CHAUDHARY
           SEC- 1801
Overview

• What is word-of-marketing and why you
  should care
• Making the most of social networks
• Electronic word-of-mouth marketing
.



What does the word
    “marketing”
   mean to you?
Marketing - Textbook Definition:


The activities of listening to customer needs,
assessing the competitive landscape and
then designing and creating products and
services accompanied by messages that
shape audience perceptions, leading to
opportunities for revenue.
Translation

• Find out what they want

• Give it to them at a reasonable cost

• Tell them about it
Four P’s of the Marketing Mix


 • Product
 • Place
 • Price
 • Promotion
Old School vs. New-Marketing
              OLD                      NEW
                        Everyone’s responsibility
Marketing department

Library controls        Users have power

Library’s content       Users’ content

Focus groups, surveys   User feedback
Advertising             Evangelizing

One way broadcast       Two-way, iterative conversation
What is Word-of-Mouth Marketing?


      Activities that generate personal
   recommendations and referrals for your
           services, or “products”
Why Should I Care ?


• Traditional marketing is becoming less
  effective
  – information overload
  – skeptical public
  – “narrowcasting”
Technology Pumps It Up!

• Potential for the exponential
• Message is recorded (somewhere!), no
  longer ephemeral
• Vital for “hard-to-reach” groups
It All Begins With One-to-One

One-to-one is:
• Trusted
• Timely
• Tailored
I Thought Viral Was a Bad Thing …?


• Word-of-mouth – person to person
• Viral – word-of-mouth enhanced by online
  interactions
• Buzz – Everyone is talking about it – message
  is no longer moving linearly
Word-of-mouth Is Not Appropriate When:



  • Product is complicated

  • Forced, fake, or bought

  • Product is a dog
Creating a Buzz


• Let’s give them something to talk about!
• The Wow! factor
“Six Buttons of Buzz”

• Taboo
• Outrageous
• Unusual
• Hilarious
• Remarkable
• Secrets
The People Who Make it Happen


“Influentials”
  –Mavens
  –Ambassadors
  –Salespeople
  –Connectors
Spreading the Word

• Listening not telling


• Use the feedback loop- even if it hurts
Audience expectations

• Customized

• Content driven

• Creative

• Connected
The Long Tail
Distributing more of niche
  market items
Introducing Yourself to a New Network


• Your “elevator speech”
  – clear, concise, compelling
  – no mumbo jumbo
  – end with invitation for interaction
Words to Avoid
Electronic Word-of-Mouth


  • Email newsletters
  • Link building
  • Blogs
Email Newsletters
•   Publish for pennies
•   Opt in
•   Privacy policy
•   Measuring email
    marketing
     – good: Opened
     – better: click-through
     – best: forwarded
Blog: Why?

• Build relationships
• Listen, get feedback
• Preview new services
• Build communities
• Solve problems
• Collaborate to create new and better
  services
Qualities of a Blogger

• Time and commitment to blog
• Well-informed
• Opinionated
• Truthful
• Good writer
• Authentic voice
THANK YOU

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Word Of Mouth Marketing

  • 1. Word-of-Mouth Marketing By:- ARUN CHAUDHARY SEC- 1801
  • 2. Overview • What is word-of-marketing and why you should care • Making the most of social networks • Electronic word-of-mouth marketing
  • 3. . What does the word “marketing” mean to you?
  • 4. Marketing - Textbook Definition: The activities of listening to customer needs, assessing the competitive landscape and then designing and creating products and services accompanied by messages that shape audience perceptions, leading to opportunities for revenue.
  • 5. Translation • Find out what they want • Give it to them at a reasonable cost • Tell them about it
  • 6. Four P’s of the Marketing Mix • Product • Place • Price • Promotion
  • 7. Old School vs. New-Marketing OLD NEW Everyone’s responsibility Marketing department Library controls Users have power Library’s content Users’ content Focus groups, surveys User feedback Advertising Evangelizing One way broadcast Two-way, iterative conversation
  • 8. What is Word-of-Mouth Marketing? Activities that generate personal recommendations and referrals for your services, or “products”
  • 9. Why Should I Care ? • Traditional marketing is becoming less effective – information overload – skeptical public – “narrowcasting”
  • 10. Technology Pumps It Up! • Potential for the exponential • Message is recorded (somewhere!), no longer ephemeral • Vital for “hard-to-reach” groups
  • 11. It All Begins With One-to-One One-to-one is: • Trusted • Timely • Tailored
  • 12. I Thought Viral Was a Bad Thing …? • Word-of-mouth – person to person • Viral – word-of-mouth enhanced by online interactions • Buzz – Everyone is talking about it – message is no longer moving linearly
  • 13. Word-of-mouth Is Not Appropriate When: • Product is complicated • Forced, fake, or bought • Product is a dog
  • 14. Creating a Buzz • Let’s give them something to talk about! • The Wow! factor
  • 15. “Six Buttons of Buzz” • Taboo • Outrageous • Unusual • Hilarious • Remarkable • Secrets
  • 16. The People Who Make it Happen “Influentials” –Mavens –Ambassadors –Salespeople –Connectors
  • 17. Spreading the Word • Listening not telling • Use the feedback loop- even if it hurts
  • 18. Audience expectations • Customized • Content driven • Creative • Connected
  • 19. The Long Tail Distributing more of niche market items
  • 20. Introducing Yourself to a New Network • Your “elevator speech” – clear, concise, compelling – no mumbo jumbo – end with invitation for interaction
  • 22. Electronic Word-of-Mouth • Email newsletters • Link building • Blogs
  • 23. Email Newsletters • Publish for pennies • Opt in • Privacy policy • Measuring email marketing – good: Opened – better: click-through – best: forwarded
  • 24. Blog: Why? • Build relationships • Listen, get feedback • Preview new services • Build communities • Solve problems • Collaborate to create new and better services
  • 25. Qualities of a Blogger • Time and commitment to blog • Well-informed • Opinionated • Truthful • Good writer • Authentic voice