word of mouth - truman state university
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This presentation was given to students at Truman State University in March 2008. Examples from the sustainability movement were used to illustrate word of mouth marketing strategies.TRANSCRIPT
SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490
Word of Mouth Defined
Source: WOMMA
WORD OF MOUTH (WOM)The sharing of an opinion about a product or service between two or more people.
When a marketer says something, it’s advertising or PR. When a consumer says it, it’s word of mouth.
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Amplified vs. Organic WOM
AMPLIFIEDA marketing campaign designed to encourage or accelerate WOM in existing or new communities.
ORGANIC A natural occurrence when people become advocates because they’re happy and have a natural desire to share their enthusiasm.
SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490
on businesspurchase decisions
#1 influence
Source: KellerFay Group
SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490
of B2B Advertising,Direct mail or
Press coverage
More than
TWICE the influence
Source: KellerFay Group
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Accountability,Cultural & Operational
Transformation
How likely are you to recommend Company
or Product X to a friend or colleague?
SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490
A Mindset, A Movement
…and Marketing
Channel
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Word of Mouth Has Always Mattered
92% cite WOM as a BEST trust Word-of-Mouth for
purchase ideas and information
56% trust editorial content 55% trust advertising
76% TRUST others opinions56% own past experience
15% advertising
SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490
Word of Mouth is Different Online
SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490
Online WOM is a Game Changer
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Reputation in Ruins
Source: TNS Media Intelligence/Cymfony
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Disproportionate Digital Influence
Source: The Influentials, Jon Berry & Ed Keller
Authors Jackie Huba & Ben McConnell
10%Americans influence the other 90%
1% RuleFor every 1 person who posts on a digital forum, at least 99 others view that content but don’t leave a trail.
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The Network Affect
Source: MotiveQuest, LLC
Mavens – 20% of online influencers. Post very frequently and get their
social worth from knowing and sharing
Networked Opinion Formers – the other 80% of the online people looking for information
Offline word of mouth. Get many of their options from their online friends because of the
network effect
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Mediascape: Not What It Used to Be
WOM Matters More than Ever
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New Channels of Insight & Engagement
• Video-sharing site• Average site visit: 48 minutes • 100 million video streams per day • 100,000+ videos uploaded / day• Fastest-growing web site in Internet history• 61% of visitors: 35+
• Social networking site with 222 million members• More page views per day than Google and eBay combined • Drives more traffic to retailers than MSN Search• Over 50 % of users are 35 or older• 1 in 3 are 45+
• Blogs: online personal journals - 112 million (12-17-07)
• 2 new blogs each second• Perpetual focus group
• 64 million users• Average site visit: 20 minutes • 6th most visited site in the world• 50+ of users return daily
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WOM Must Be Transparent and Ethical
Types of Unethical Word of Mouth Marketing
Stealth Marketing: Deceiving people about marketing being involved with a
communication.
Shilling: Payola for product promotion without disclosing you work for a
company. Impersonating a customer.
Infiltration: Using fake identities in an online discussion to promote a product.
Defacement: Vandalizing or damaging property to promote a product.
Falsification: Knowingly disseminating false or misleading information.
Spam…of any kind
Source: WOMMA
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Think LESS about enhancing your
BRAND image…
…MORE about what’s of
VALUE to WOM participants
Psychology
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WOM Marketing
Types of Word of Mouth Marketing
viral marketing
buzz marketing
community marketing
grassroots marketing
evangelist marketing
product seeding
influencer marketing
cause marketing
conversation creation
brand blogging
referral programs
Source: WOMMA
Give People a REASON to TALK…
…make it EASY to tell others
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Turn Prospects into FRIENDS…
…Customers into EVANGELISTS
Friends into CUSTOMERS…
The Ultimate Goal
Source: Seth Godin
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Be Interesting -- or Be Invisible! -- Andy Sernovitz
Be Remarkable
Source: Purple Cow, Seth GodinBe Interesting -- or Be Invisible! -- Andy Sernovitz
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Give People Something to Talk About
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Give People Something to Talk About
THINK
BIG
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Connect People & Build Community
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Work with Influential Communities
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Evangelist & Advocacy Programs
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Engage in Active Listening
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Engage in Active Listening
Source: TalkTrack™, Keller-Fay 2006
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Give People Something to Talk About
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Monitor and Measure
Associations with “Plastic”
Anya Hindmarch phenomenon
Pyrex Glassware as Tupperware alternative
Discussion around using canvas or reusing plastic grocery bags.
Plastic Recycling habits
Source: Nielsen BuzzMetrics
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Give People Something to Talk About
SOCIALLY CONSCIENTIOUS MARKETING | SMALLPLANETPARTNERS.COM | 816.914.1490
Give People Something to Talk About
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Co-Creation & Information-Sharing
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Social Media:“Agencies
don’t get it”-ADWEEK,Feb. 28, 2008
TNS Media Intelligence/Cymfony Study
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Do it.Share it.
Think in ecosystems.
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Think Substance & *New* Channels. Source: Email Experience Council
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Grassroots
can trump institutions
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Triple Bottom Line - Time Mag
The defining challenge of the 21st century will be to face the reality that humanity shares a common fate on a crowded planet.
Feb. 28, 2008
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Willow LundgrenWorkshops, Seminars & Strategy [email protected]
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Thank You