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Discover how strategic word-of-mouth marketing can help build your business. Statistics on the industry, concepts from thought leaders, including vIDEAn Unlimited, Ben McConnell and Jackie Huba, Seth Godin, and others.
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Cut Through the Clutter: Strategic Word-of-Mouth
MarketingVidean Unlimited Marketing
ConnectionsEvoke the Power of Connections™
Ann N. Videan, APRBusiness-Tribe Architect
www.videanunlimited.com/
March 2009
WOM Foundation In many cases, WOM isn't actually
"marketing" at all. It's fantastic products/services that
get customers talking about you. It's great customer service that earns
customer respect. It’s made easy by technology
Ann N. Videan, APREvoke the Power of Connections™[email protected]
Ethical WOMM WOMM is never about deception No stealth marketing, shilling, or
anything hiding the marketer's involvement
Word of Mouth Marketing Association (WOMMA) Code of Ethics
Ann N. Videan, APREvoke the Power of Connections™[email protected]
Ads vs. WOMM 76% don’t believe ads
(Yankelovich, 2005)
92% cite WOM as best source for product ideas (GfK NOP/Roper)
76% of all Americans talk about at least one brand a day, and average 10 (TalkTrack, Keller Fay Group, 2006)
112 marketing-relevant conversations/week/person (TalkTrack, Keller Fay Group, 2006)
Positive WOM 6x more likely than negative WOM (Keller Fay Group, 2006)
Ann N. Videan, APREvoke the Power of Connections™[email protected]
Why It Works 35,000 marketing messages a week Average consumer acts on just 3 to 5,
but act on 1 in 3 WOM suggestions Influencers spread the word to an
average of 11 to 17 people No. 1 type of media driving purchases
(DM News, March 24, 2006)
Ann N. Videan, APREvoke the Power of Connections™[email protected]
How WOMM Happens
Most often face to face (70%) Telephone (19%) Email (4%) Instant messages and text messages
(3%) Online chat rooms and blogs (1%) Youth conversations 3x as likely to
happen digitally(Keller Fay Group, 2008)Ann N. Videan, APR
Evoke the Power of Connections™[email protected]
WOMM Process Videan Unlimited LINC process
Listen Illuminate
Nurture
Create
Ann N. Videan, APREvoke the Power of Connections™[email protected]
Getting Started Six tenets (Creating Customer Evangelists,
by Ben McConnell & Jackie Huba)1.Customer Plus Delta2.Napsterize Your Knowledge3.Build the Buzz4.Create Community5.Create Bite-Size Chunks6.Create a Cause
Ann N. Videan, APREvoke the Power of Connections™[email protected]
1.Customer Plus-Delta
Continuously gather customer feedback.
What do customers value (practical) or love (emotional) about you?
What would they change?
What exact words do they use to recommend you?
Make it easy for customers to provide feedback
Ann N. Videan, APREvoke the Power of Connections™[email protected]
2.Napsterize Knowledge
Share knowledge freely.
The more you share, the faster the marketplace absorbs it.
The more info you give, the more valuable it becomes.
What ideas or knowledge can you share?
How can you package knowledge to share easily?
Ann N. Videan, APREvoke the Power of Connections™[email protected]
3.Build The Buzz Expertly build word-of-mouth
networks.
Mega hubs Identify "network hub" leaders or
influencers Track how customers find you Identify your customers’ networks
Ann N. Videan, APREvoke the Power of Connections™[email protected]
4.Create Community
Encourage communities of customers to meet and share.
Customers have a vested interest in you
Your product/service connected them Get clients to meet Find their common interests Use technology Create a Tribe
Ann N. Videan, APREvoke the Power of Connections™[email protected]
4.Create Community
Encourage communities of customers to meet and share.
A Tribe (as defined by Tribes author Seth Godin)
• Share common goal/cause/interest• Create a space for people to communicate
easily• Leading, not managing• Allow members to create what they will• Exclusive to a certain group
Examples: Oprah, home schooling, Apple users
Ann N. Videan, APREvoke the Power of Connections™[email protected]
5.Create Bite-Size Chunks
Devise specialized, smaller offerings to get customers to
bite.
Low-risk intro to your product/service Small training seminar, reduced
feature, limited use Which products/services can be
divided into smaller components? What groups would showcase it?
Ann N. Videan, APREvoke the Power of Connections™[email protected]
6.Create a CauseFocus on making the world/industry
better.
Adopt community causes Sell a vision/dream Is there a societal issue affecting your
customers? How can your products/services
improve or change customers’ lives?
Ann N. Videan, APREvoke the Power of Connections™[email protected]
Stimulate Buzz Disclose information to invitation-only
lists Create sneak preview for hubs Go beyond obvious Make your “behind the scenes” visible Be a little outrageous
Ann N. Videan, APREvoke the Power of Connections™[email protected]
What’s the Secret? “Give real people interesting things to
talk about, and make it easier for that conversation to take place.” — Andy Sernovitz
Ann N. Videan, APREvoke the Power of Connections™[email protected]
Check out the books
Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force
(Ben McConnell, Jackie Huba, Guy Kawasaki, 2002)
Citizen Marketers: When People Are The Message (Ben McConnell, Jackie Huba, 2006)
Tribes: We Need You To Lead Us(Seth Godin, 2008)
Word of Mouth Marketing: How Smart Companies Get People Talking(Andy Sernovitz, Seth Godin, Guy Kawasaki, 2006)Ann N. Videan, APR
Evoke the Power of Connections™[email protected]
Cut Through the Clutter: Strategic Word-of-Mouth
Marketing
Videan Unlimited Marketing ConnectionsEvoke the Power of Connections™
Ann N. Videan, APRBusiness-Tribe Architect
www.videanunlimited.com/
