What is Word of Mouth Marketing exactly and how do I do it?

1. Word of Mouth Marketing
This presentation WILL change your ENTIRE life
Monday, August 17, 2009

2. Word of Mouth Marketing
What is it?
Why should I care?
How do we do it?
Monday, August 17, 2009

3. Agenda
1 Defining the practice
2 Why does it work?
3 Prove it
4 How we do it
5 How to activate WOM internally
6 Q&A
Monday, August 17, 2009

4. Word of Mouth Marketing
Evangelist Marketing
Referral Programs
Grassroots Marketing
Conversation Creation Influencer Marketing
Product Seeding
Community Marketing
Cause Marketing
Buzz Marketing
Social Media
Brand Blogging
Monday, August 17, 2009

5. What is Word of Mouth?
Giving people a reason to talk about your stuff...
Monday, August 17, 2009

6. What is Word of Mouth?
And making it easy for that conversation to take place.
Monday, August 17, 2009

7. What is Word of Mouth?
People are already talking.
Monday, August 17, 2009

8. What is Word of Mouth?
Who are we listening to?
When asked what communication was used after
purchase, 63% said face-to-face (Harris Interactive Study)
78% say consumer recommendations most credible
form of advertising (Nielsen Research)
Vs. Vs.
Monday, August 17, 2009

9. What is Word of Mouth?
Word of Mouth Marketing is simply joining the conversation
Monday, August 17, 2009

10. What is Word of Mouth?
B to C to C Marketing
Organic vs. Amplified WOM
Organic is WOM that originates as a result
of the product or service on its own
Amplified is WOM generated from a specific
marketing effort
Monday, August 17, 2009

11. Why Word of Mouth?
Shift in power from media to consumer
26% of consumers trust advertising, 68% trust peer driven
WOM (WOMMA)
67% of all decisions are driven by WOM (McKinsey Research)
On product recommendations, 90% trust their spouse,
65%trust friends, 27% trust manufacturers, and 14%
trust advertisers (WOMMA)
57% of people have stopped doing business with
companies that don’t “respect” them. (Mood & Mindset)
Monday, August 17, 2009

12. Why Word of Mouth?
Shift in power from media to consumer
Monday, August 17, 2009

13. Where is WOM happening?
Online and Offline
73% recommend a product face-to-face, 63% via
email, 7%via blogs (WOMMA)
75% of WOM occurs in person versus 17% on phone
and 7% online (WOMMA)
Offline WOM is more credible, more positive, and more
likely to inspire purchase than online.
(Keller Fay Group)
Location is simply the medium
Monday, August 17, 2009

14. Word of Mouth & PR
Both work to
establish relationships
PR establishes third
part credibility
Word of Mouth eliminates
third party, creates
peer-to-peer interaction
Two-way communication
Monday, August 17, 2009

15. Getting Word of Mouth
Be Interesting
Monday, August 17, 2009

16. Getting Word of Mouth
Be Honest, Earn Trust and Respect
Monday, August 17, 2009

17. Getting Word of Mouth
Make People Happy
Monday, August 17, 2009

18. Getting Word of Mouth
Make it Easy to Share
Monday, August 17, 2009

19. Getting Word of Mouth
The Process
ID Talkers
Provide a Topic
Supply the Tools
Join the Conversation
Monday, August 17, 2009

20. Getting Word of Mouth
Find your Talkers
Happy customers
Interested consumers
Outgoing people
Those solicited
for advice
Fans
Monday, August 17, 2009

21. Getting Word of Mouth
Find your Talkers
Happy customers
Interested consumers
Outgoing people
Those solicited
for advice
Fans
Monday, August 17, 2009

22. Getting Word of Mouth
Why Talkers Talk
They want to be experts, feel smart
They like to help
They like to feel important
They want to be part of a group
Monday, August 17, 2009

23. Getting Word of Mouth
Cater to your Talkers
Create a different plan for each set
Monday, August 17, 2009

24. Getting Word of Mouth
Cater to your Talkers
Give them a label
Monday, August 17, 2009

25. Getting Word of Mouth
Cater to your Talkers
Regularly feed them content
Monday, August 17, 2009

26. Getting Word of Mouth
Cater to your Talkers
Recognize and thank them
Monday, August 17, 2009

27. Getting Word of Mouth
Cater to your Talkers
Rally them together
Monday, August 17, 2009

28. Getting Word of Mouth
Provide a Topic
Give talkers something to say, share
Monday, August 17, 2009

29. Getting Word of Mouth
Provide a Topic
Make it simple, easy to repeat
Monday, August 17, 2009

30. Getting Word of Mouth
Provide a Topic
Best topics are organic, discover by listening to your
audience
Monday, August 17, 2009

31. Getting Word of Mouth
Supply the Tools
Help your message travel - Social Media
Monday, August 17, 2009

32. Getting Word of Mouth
Supply the Tools
Ask people to spread the word
Monday, August 17, 2009

33. Getting Word of Mouth
Supply the Tools
Build things to be shared, stolen
Monday, August 17, 2009

34. Getting Word of Mouth
Supply the Tools
Make things exclusive, secret
Monday, August 17, 2009

35. Getting Word of Mouth
Join the Conversation
Fix Problems
Monday, August 17, 2009

36. Getting Word of Mouth
Join the Conversation
Be Honest
Your company affiliation makes you more credible, not less
Rely on subject expertise
Respond to negative as opportunity
Monday, August 17, 2009

37. Getting Word of Mouth
Join the Conversation
Never Sell
Contests, prizes can kill conversation
Monday, August 17, 2009

38. Best Practices
Listen, Listen, Listen!
Let go of your message
Authenticity is key
Remember it’s about people,
not technology
Monday, August 17, 2009

39. Questions?
Ryan La Rosa, Public Relations,
Word of Mouth Marketing Manager
RyanL@parkAndCo.com
602.234.5678
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RyanLaRosa.com
SWOM
Monday, August 17, 2009