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What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
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• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
The act of
sharing something with someone else.
WOMMA
• Integrity
• Responsibility
• Courage
Any business
action that earns a recommendation.
WOMMA
• Integrity
• Responsibility
• Courage
WOMMA
A community of
marketers shaping how
businesses effectively
use WOMM.
• Integrity
• Responsibility
• Courage Be the knowledge expert of the past
and thought leader of the future.
Teach
Advocate
Lead
Know
Serve as the community leader by
recognizing and rewarding great WOMM.
Share tips, tools, techniques and tactics in
approachable, practical ways.
Promote high quality standards,
legislation, and ethical WOMM.
source | Nielsen study (August 2010)
PEMCO Insurance:
V.P. & CMO
WOMMA:
Board of Directors
• Integrity
• Responsibility
• Courage
Brand attributes
Helpful
Relevant Curious
Engaging
Passionate Edgy
Twitter: @NW_Mktg_Guy
Event Hashtag:
#MarketMix
source | Nielsen study (August 2010)
Let’s get connected!
• Integrity
• Responsibility
• Courage
What do you see?
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
Touchpoint or Talking Point?
Touchpoint: the point of contact, especially
when products or services come
into contact with a customer
• Integrity
• Responsibility
• Courage
Touchpoint or Talking Point?
Talking Point: interesting item for discussion: a
topic, or aspect of something, that
provokes a lot of discussion
• Integrity
• Responsibility
• Courage
Routine or Remarkable?
Routine: the usual sequence for a set of
activities; something that is
unvarying or boringly repetitive
predictable, and monotonous
• Integrity
• Responsibility
• Courage
Routine or Remarkable?
Remarkable: worthy of notice or commenting
on, unusual or exceptional and
able to attract attention
• Integrity
• Responsibility
• Courage
Routine or Remarkable?
• Integrity
• Responsibility
• Courage
Routine or Remarkable?
• Integrity
• Responsibility
• Courage
Routine or Remarkable?
Tuned Pale Ale
• Integrity
• Responsibility
• Courage
Routine or Remarkable?
• Integrity
• Responsibility
• Courage
Word of mouth is the
most powerful form of
marketing there is!
• Integrity
• Responsibility
• Courage
Most Powerful • Builds brands
• Drives Sales
• Sparks Conversations
93% of US consumers have
at least one brand-related
conversation face-to-face
every day.
source | Keller Fay & Yahoo! study (June 2010)
45% of US consumers have
at least one brand-related
conversation voice-to-voice
every day.
source | Keller Fay & Yahoo! study (June 2010)
22% of US consumers have
at least one brand-related
conversation online
every day.
source | Keller Fay & Yahoo! study (June 2010)
• Integrity
• Responsibility
• Courage
Power of WOMM
increases as
consumers become
more interconnected.
23% of people’s time
spent on the Internet is on
Social Media websites
source | Nielsen study (August 2010)
Four tools
connecting
relevant
content with
relationships
Four tools
connecting
relevant
content with
relationships
• Integrity
• Responsibility
• Courage
The people who
“link, like, and list”
us are among a
brands most valuable
marketing assets.
• Integrity
• Responsibility
• Courage
The people who
“link, like, and list”
us are among a
brands most valuable
marketing assets.
65% are on Twitter
54% are on Facebook
29% use YouTube
33% maintain a blog
2010 – Fortune 100 Companies…
source | Burson-Marsteller & Digital Media Study (February 2010)
source | Burson-Marsteller & Digital Media Study (February 2011)
2011 – Fortune 100 Companies…
77% are on Twitter
61% are on Facebook
57% use YouTube
36% maintain a blog
• Integrity
• Responsibility
• Courage
Product – Service - Experience
• Integrity
• Responsibility
• Courage Awareness to Advocacy
Why Recs Matter
• Integrity
• Responsibility
• Courage When “earned” they drive
preference, purchase & referral.
Why Recs Matter
• Integrity
• Responsibility
• Courage
BIG HAIRY AUDACIOUS GOAL
• Integrity
• Responsibility
• Courage
Referral Based Growth
• Integrity
• Responsibility
• Courage
Five Principals: Word of Mouth Marketing
1. Word of Mouth Marketing . . .
Honest and
authentic. Brands to consumers
and consumers to
consumers.
. . . is Credible
2. Word of Mouth Marketing . . .
Listen,
participate,
respond and
engage in conversations
. . . is Social
3. Word of Mouth Marketing . . .
Transparent
& trustworthy Protects privacy
among all parties.
. . . is Respectful
4. Word of Mouth Marketing . . .
Defined,
monitored, & evaluated
. . . is Measurable
5. Word of Mouth Marketing . . .
Easy to share. Over and over.
. . . is Repeatable
54% of US adults identified
old-fashioned Word of Mouth
as most important influencer
of purchase decisions.
source | “Digital Marketer Report, Experian – 2011
• Integrity
• Responsibility
• Courage
Four decisions
every marketer,
every brand
. . . all of us,
can make.
1. Decide to listen
2. Decide to be affected
3. Decide to respond
4. Decide to be engaged
Listening
is a company’s
greatest
opportunity.
Use the
available
search
functions
• Integrity
• Responsibility
• Courage
source | http://www.flickr.com/photos/boudster/3716337113/
Public Displays of Affection
source | http://www.flickr.com/photos/
Public Displays of Aggravation
22% of US consumers have
at least one brand-related
conversation online every
day. Public Displays of Affection
22% of US consumers have
at least one brand-related
conversation online every
day. Public Displays of Affection
22% of US consumers have
at least one brand-related
conversation online every
day. Public Displays of Aggravation
Customer
reviews and
stories affect
operations.
• Start every meeting with a
customer story!
Create a
place to
welcome
feedback
Create a
place to
welcome
feedback
Respond with timely
appreciation, empathy,
sincerity and authenticity.
“When you hit a wrong
note, it’s the next
note that makes it
good or bad.”
source | Slide used with permission of John Moore, BrandAutopsy
Two great ways to respond
to even the most
challenging assertions.
Thank You
and
We’re Sorry
Feb 22nd - 3:18 to
Feb 23rd - 4:05 p.m.
24 hours
47 minutes
Sorry!
Use humor
that gives,
not takes!
Use humor
that gives,
not takes!
• Integrity
• Responsibility
• Courage
Social engagement mantra
“PEMCO’s success
depends on the
positive opinion of
people like me.
They listen,
participate,
encourage and
enable me to
share with others.”
source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
Don’t let your first day of social be “not so good”
source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
• Integrity
• Responsibility
• Courage
Let’s connect!
Twitter:
@NW_Mktg_Guy
Facebook:
Rod Brooks
Linked In:
Rod Brooks
Blog:
www.rodbrooks.com
