1. So…… What is it? Word of Mouth is the communication about products and services between people who are perceived to be independent of the company providing the product or service.

4. So…… What is it NOT?

5. So…… What is it NOT? Stealth Marketing: Any practice designed to deceive people about the involvement of marketers in a communication. Shilling: Paying people to talk about (or promote) a product without disclosing that they are working for the company; impersonating a customer. Infiltration: Using fake identities in an online discussion to promote a product; taking over a web site, conversation, or live event against the wishes or rules set by the proprietor. Comment Spam: Using automated software ('bots') to post unrelated or inappropriate comments to blogs or other online communities. Defacement: Vandalizing or damaging property to promote a product. Spam: Sending bulk or unsolicited email or other messages without clear, voluntary permission. Falsification: Knowingly disseminating false or misleading information.

11. Where Word of Mouth Fits… The Customer’s Seven Buying Steps Awareness Familiarity Intrigue Investigation Consideration Decision Loyalty Time Know l edge Source: Results Marketing, Inc.

12. Where Word of Mouth Fits… The Customer’s Seven Buying Steps Awareness Familiarity Intrigue Investigation Consideration Decision Loyalty Time Know l edge Source: Results Marketing, Inc. Traditional Communication Tactics Company Sales Force

13. Where Word of Mouth Fits… The Customer’s Seven Buying Steps Awareness Familiarity Intrigue Investigation Consideration Decision Loyalty Time Know l edge Source: Results Marketing, Inc. Word of Mouth Tactics Traditional Communication Tactics Word-of-Mouth marketing accelerates the buying process by leveraging independent credibility and advocate experience! Company Sales Force