1.
Growing Your Business with
Social Media:
How You can use Social Media as a Tool for Effective
Word of Mouth Marketing
July 15th 2010
Presented by:
Richard Sharp and Amberlie Denny

2.
5 Things you want to know about this
presentation:
1. The presentation will be 45 minutes including Q & A
2. You can send your questions to us via your
GoToWebinar controls at any time during the
presentation
3. We will answer timely, topic-specific questions during
the presentation and save the rest for the Q & A
period
4. We answer all the questions we don’t have time for
during the presentation in a blog post later in the day
5. We will send out a link to the recording and a .pdf of
the presentation slides after the presentation

3.
What is
Word of Mouth
Marketing

4.
Word of Mouth
Marketing (WOMM)
involves the passing
of information
about a product or
service from
person
to person
From K!T on Flickr

5.
From Intersection Consulting on Flickr

6.
WOMM pioneer, George Silverman found in a study that two
users having a good experience with a product could
sway an entire group of skeptics.

7.
Emanuel Rosen (The Anatomy
of Buzz Revisited, Doubleday
2009) found that: learning
from user experiences
can actually reduce risk
and uncertainty
associated with adopting a new
product or service

8.
WOMM is personal, that means reviews communicated this way
are timely and tailored to a specific audience

9.
Where did WOMM Start?
• During the last century mass
media grew in popularity
• TV and advertisements got
attention and trust!
• BUT… overtime due
to the
sheer quantity of ads,
they and their popular mediums
(i.e. TV) lost credibility

10.
• Nielsen’s 2009 Global Trust in Advertising Survey found that:
– Peer recommendations are the most trusted
form of advertisements
– Social media is expanding consumer’s positive and
negative influences regarding brands
– Only 62% of people trust TV ads but 90% of people
trust consumer recommendations

11.
How has the
Internet
Changed
WOMM

12.
The internet has allowed conversations to spread around the
globe and be heard by millions in minutes

13.
“
Technology is shifting
power away from the
editors, publishers, the
establishment, the
media elite. Now it’s the
people who are taking
control.”
Rupert Murdoch,
Owner of News Corp

14.
Why do People have Conversations?
1. They love you.
2. They hate you.
3. They were asked their advice.
4. Their community (online or
offline) is talking about you.
Image by Kris Hoet on Flickr

15.
How can
Social Media
Help with
WOMM

16.
Social Media is low cost and has a low barrier to entry so it is
available to a large number of people

17.
Social media allows a large group of people
to communicate their opinions about your
product (good or bad)

18.
Social Media facilitates
WOMM on a much
larger scale

19.
Brands can now have direct conversations with
a large portion of their target audience and
drive meaningful relationships

20.
How do you
choose
which social
media to use

21.
You need to choose which social media tools
you use based on your target
audience.
Don’t jump in just because the tool is popular!
Image by cszar on Flickr

22.
Blogging – “A blog is a personal diary. A daily pulpit. A collaborative
space. A political soapbox. A breaking news outlet. A collection of
links. Your own private thoughts. Memos to the world.”
www.blogger.com

23.
142 million
The number of blogs on
the internet as of July 12th
2010
Blogpulse.com
Image by Antigone78 on Flickr

24.
Twitter – A social networking
and microblogging service
that allows you to send
short messages (140
characters in length),
otherwise known as
“tweets” to your followers.
Image by Travelin’ Librarian on Flickr

25.
50 million
The number of tweets sent a day. That’s a 1,400 %
increase in 2009.
Thenextweb.com
10 + Billion
The number of tweets sent since 2006.
mashable.com
Image by TPorter2006 on Flickr

26.
Facebook – a social networking website that allows users to add
people as friends, send them messages, and update profiles to
notify members about themselves.
Image by smlions12 on Flickr

27.
500 Million
Facebook users worldwide.
techherald
5 Billion
Pieces of content (web links, news
stories, blog posts, notes, photos etc.)
shared each week.
Digital Buzz Blog
Image by www.larrabetzutik.org on Flickr

28.
LinkedIn – A professional
social network that allows
you to connect with contacts,
exchange knowledge, and
network with a broad system
of industry professionals.
Image by Nan Palmero on Flickr

29.
Digg.com – A social bookmarking site that allows users to discover
and share content from anywhere on the web.
Image by Pulguita on Flickr

30.
YouTube - A video-sharing website where users can share, upload
and view videos on many different subjects and topics.
Image by jonsson on Flickr

31.
2 Billion
The number of videos
viewed daily on
YouTube.
Mashable.com

32.
Flickr - An image hosting and video hosting website
that allows members of its online community to
upload and share their content.
Image by Darwin Bell on Flickr

33.
3,600,000,000
The number of photos
archived on Flickr.com
as of June 2009.
Espresso (www.brandinfiltration.com)
Image by Capt Kodak on Flickr

34.
Creating a
Strategy for
social media
and WOMM

35.
Find people who
will talk about your
product or service:
• Bloggers
• Fans
• Customers
• Influencers

36.
Determine your social
media voice

37.
Now give those people a
reason to talk about you,
like great content

38.
Allocate the appropriate
resources

39.
Make sure you’re in the right
place and then join the
conversation

40.
Create a
schedule , and
stick to it!

41.
Incorporate your social media with the rest of
your marketing initiatives
Image by Mishelle Lane on Flickr

42.
So you know
what to do…
But how do
you know if it’s
working?

43.
You need to measure
key metrics to drive Influence –
Brand affinity,
quality of web
Volume of
derivative
improvement. presence
content created
Buzz - Amount
of discussion Intimacy -
What should you be about your Brand
company Sentiment
measuring?
Involvement –
Interactions
with your
syndicated
content
Forrester Research, Marketing’s New K ey Metric: Engagement , 2007

44.
Free Social Media Monitoring Tools:
• Boardtracker.com - www.boardtracker.com
• Co.mments - http://co.mments.com
• Google Alerts - www.google.com/alerts
• CoTweet - http://cotweet.com
• Hootsuite – http://hootsuite.com
• Social Mention - www.socialmention.com
Image by S.Diddy on Flickr

45.
6 Things you should take away from this
presentation:
1. Social media is a tool for WOMM
2. WOMM is the most effective form of marketing
3. The Internet and social media help facilitate WOMM on a
larger scale
4. People will talk about you because they love you and because
they hate you.
5. It is important to know where you audience is
interacting with social media before you get started
6. You need to measure customer engagement
metrics to understand the ROI of social media.

46.
Follow our blog at http://www.marqui.com/blog
Follow us on Twitter @Marqui_CMS
Richard Sharp, VP Marketing
richard.sharp@marqui.com
604.484.8543
Amberlie Denny, Marketing Coordinator
amberlie.denny@marqui.com
604.630.3712