what word of mouth marketing
TRANSCRIPT
Word Of Mouth Marketing (WOMM)
Presented By:
Pooja Vora (54)Sanket Vyas (55)Tinaaz Wadia
(56)
Flow Of Content What word of mouth? What is WOMM? What is it not? WOMM communication pattern Traditional marketing VS WOMM Where WOMM fits? Organic VS Amplified WOMM WOMM umbrella term Key ingredients of WOMM How does WOMM works? 5 T’s of WOMM Positive and Negative WOMM Case study
What Is Word Of Mouth?“Positive or negative communication of products, services and
ideas via personal communication of people who have no commercial vested interest in making that recommendation”
- SilvermanIn Simpler terms: Word of mouth is what everybody is taking about. Word of Mouth is the act of consumers providing honest
information to other consumers
”“
Giving people a reason to talk about your stuff, and making it easier for that conversation to take place.
- Andy Sernovitz
Art and science of building active, mutually beneficial customer-to-customer and customer-to-marketer communication.
What Is Word Of Mouth Marketing?
The trick of getting your customers to talk about you. One of the most inexpensive and effective ways of marketing.
C2C communication happening online/offline by phone conversations, gossips, blogs, social media tools, emails, etc.
So.. What Is Not?
Stealth Marketing Shilling
Infiltration
Comment Spam
Falsification
Word Of Mouth Communication Pattern
Traditional Marketing VS WOMM
Word Of Mouth Marketing Traditional Marketing
U.S WOMM Statistics
Few more facts..•Two thirds of the U.S Economy driven by WOM•Law of FEW: 10% influence purchasing behavior of other 90%•85% prefer buying on WOM recommendation
Where Does WOMM Fit?When a product, service or concept is (or perceived as):
―Expensive or a significant investment―Complicated or complex―New or innovative―Mature with new ideas
Or when a product, service or concept requires repositioning
Organic VS Amplified WOMM
Organic WOM occurs naturally as a result of the product/service on its own
Amplified WOM is generated by marketers from a special marketing effort.
Practices that enhance Organic WOM:
Focusing on customer satisfaction.Improving product/service quality.Responding well to concerns and criticisms.Earning customer loyalty.
Practices amplifying WOM activity:
Developing tools that enable people to share their opinions.Identifying & reaching out to influential individuals/communitiesResearching & tracking online conversationsMotivating the talkers to promote
“Word of mouth is not created, it is co-created. People will only spread your virus if there is something in it for them.”
-Hugh MacLeod
The WOMM Umbrella Term
8 main types of WOMM:
Buzz marketing Cause Marketing Conversation
Marketing Community
Marketing Evangelist
Marketing Grassroot Marketing Influencer
Marketing Viral Marketing
CREDIBILITY
SKEPTICISM
TRUST!
Effective WOMM
Key Ingredients in WOMM
How Does WOMM Work?WOMM is based on the principle that uses influencers to
spread a message- online and offline. Activating online word-of-mouth is not free any more than activating word-of-mouth in the offline media. Key to WOMM is how many important influencers the company reaches not how many people/customers.
5 T’s Of WOMMWOMM campaign is built on top of the
FIVE T’sbecause marketing guys like to make things formal!
5 T’s of WOMM• Talkers: Who will tell their friends
about you?
• Topics: What will they talk about?
• Tools: How can you help the message travel?
TopicsBe remarkable or be invisible.
ToolsMake is easy to talk.
• Taking Part: When and how should you join the conversation?
• Tracking: What are people saying about you?
Positive word of mouth: 1 happy customer might tell max 5 others
Negative word of mouth: 1 unsatisfied customer may tell 10 others
Positive & Negative WOM
Impact Of WOMM
Case Study: Obama Campaign
• Repeatable messages
• Multiple occasions
• 332 electoral votes