WhatSo What

In the WeedsNow What

Word of Mouth MarketingLincoln Garrick, Solstice Advertising

Welcome

• Word of Mouth–The act of consumers providing

information to other consumers

WHAT

•Word of Mouth Marketing–Giving people a reason to talk about

your products and services, and making it easier for that conversation to take place.

WHAT

WOMM Philosophy 101

Word of mouth marketing isn’t about creating word of mouth

It's learning how to make it work within a marketing objective

WHAT

WOMM Philosophy 101

Word of mouth can't befaked or invented

WHAT

2006 = ill-will

2009 = FTC violation $11,000 per occasion, case-by-case

WHAT

Word of mouth can be encouraged and facilitated

* make people happier* listen to consumers* make it easier to tell friends* make certain influential individuals know about you

WHAT

WOMM Philosophy 101

WOMM Philosophy 101

Word of mouth marketing empowers people to share their experiences

harnessing the voice of the customer for the good of the brand

WHAT

WOMM Philosophy 201

All word of mouth marketing techniques are based on the concepts of customer satisfaction, two-way dialog, and transparent communications

WHAT

WOMM Philosophy 201

* Educating people* Identifying people most likely to share* Providing tools that make it easier to share* Studying how, where, and when opinions are shared* Listening and responding to everyone

WHAT

• Wom is the primary factor behind 20 to 50 percent of ALL purchasing decisions (Mc Kinsey, April 2010)

• We know its important = We all do it

SO WHAT

Target (Influencers / Evangelists)Channel (Viral / Non Viral)

IN THE WEEDS

Buzz MarketingViral MarketingCommunity MarketingGrassroots MarketingEvangelist MarketingProduct Seeding

IN THE WEEDS

Influencer MarketingCause MarketingConversation CreationBrand BloggingReferral Programs

• Recognizing that a happy customer is the greatest endorsement - Work to create customer enthusiasm with less emphasis on pushing marketing messages

WOMM in action

NOW WHAT

NOW WHAT

• Give your customers a voice: Provide something worth talking about and provide tools that make it easier for them to share their opinions

WOMM in action

• Engage the community: Find the right people and connect them to each other

• Help form new communities• Participate in and support existing communities and

conversations

WOMM in action

NOW WHAT

PARTING SHOT

www.youtube.com/watch?v=OdB7GDZY3Pk