Zappos prioritizes customer satisfaction to encourage positive word-of-mouth marketing, seeing themselves as a customer service company rather than solely a shoe retailer. Wendy's leveraged social media by engaging in timely pop culture references and memes on Twitter, and further sparked word-of-mouth when responding to a tweet promising free chicken nuggets for a high number of retweets, even though the goal wasn't reached. The document outlines strategies for businesses to encourage word-of-mouth marketing through customer satisfaction, social media engagement, and giving people something interesting to share.

1. WORD
OF MOUTH
MARKETING

2. ZAPPOS MAKES US
HAPPY
Word-Of-Mouth Strategy: Keeping customers satisfied
• Keeping your customers satisfied encourages them to share your brand with friends, a strategy Zappos
knows well.
• Rather than focusing primarily on paid advertising, Zappos makes customer satisfaction a priority
• They’re “a customer service company that just happens to sell shoes.”

3. LOVE & WOM

4. WHY DO PEOPLE TALK?

5. YOU
The Advertiser

6. ME
The
Consumer

7. WENDY’S
NATIONAL ROAST
DAY
Word-Of-Mouth Strategy: Leveraging social
media; creating virality
• Thanks to its roasts, on-point memes and
timely pop culture references, Wendy’s now-
iconic Twitter account got everyone talking
about the fast-food brand.
• Their response to Carter Wilkerson’s “free
chicken nuggets” tweet ignited a hyper-viral
word-of-mouth campaign.
• Wendy’s told Wilkerson that 18 million
retweets of his tweet would earn him free
chicken nuggets for a year. Wilkerson didn’t
reach that goal, but at the time, his tweet set
a record for the most retweets of all time!

8. US — THE TRIBE

10. HOW?
• Just Ask
• Make it Easy
• Give them Something to
Share
• Take part in the
Conversation