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What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising...

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What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome Slide 2 Word of Mouth The act of consumers providing information to other consumers WHAT Slide 3 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 Slide 4 WOMM Philosophy 101 Word of mouth marketing isnt about creating word of mouth It's learning how to make it work within a marketing objective WHAT Slide 5 WOMM Philosophy 101 Word of mouth can't be faked or invented WHAT Slide 6 2006 = ill-will 2009 = FTC violation $11,000 per occasion, case-by-case WHAT Slide 7 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 Slide 8 Word of mouth marketing empowers people to share their experiences harnessing the voice of the customer for the good of the brand WHAT Slide 9 WOMM Philosophy 201 All word of mouth marketing techniques are based on the concepts of customer satisfaction, two-way dialog, and transparent communications WHAT Slide 10 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 Slide 11 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 Slide 12 Target (Influencers / Evangelists) Channel (Viral / Non Viral) IN THE WEEDS Slide 13 Buzz Marketing Viral Marketing Community Marketing Grassroots Marketing Evangelist Marketing Product Seeding IN THE WEEDS Influencer Marketing Cause Marketing Conversation Creation Brand Blogging Referral Programs Slide 14 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 Slide 15 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 Slide 16 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 Slide 17 PARTING SHOT www.youtube.com/watch?v=OdB7GDZY3Pk

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