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A presentation to USC CMGT 534 class
Clinton Schaff, Guest Instructor
February 12, 2007
Ooh, ooh, ooh,
People are talkin', talkin' 'bout people,
I hear them whisper, you won't believe it.
                                              Bonnie Raitt,
They think we're lovers kept under cover,     WOM Master
I just ignore it but they keep sayin' we...
Laugh just a little too loud,
Stand just a little too close,
We stare just a little too long.
Maybe they're seein',
somethin' we don't darlin'.

Let's give 'em somethin' to talk about
(Somethin' to talk about)
Let's give 'em somethin' to talk about
(Somethin' to talk about)
Let's give 'em somethin' to talk about
How about love?
http://www.gapingvoid.com
http://www.theinfluencers.ca
http://www.theinfluencers.ca
WOM
starts with
being
remarkable




 www.apurplecow.com
Definitions
              Word of mouth
              The act of consumers providing
              information to other consumers


              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
You Say Potato, I Say Potahto
                    Buzz marketing
                    Viral marketing
                    Community marketing
                    Grassroots marketing
                    Evangelist marketing
                    Product seeding
                    Influencer marketing
                    Cause marketing
                    Conversation creation
                    Brand blogging
                    Referral programs
Internet Users   WOM




                  http://www.emarketer.com/Article.aspx?i
                  d=1005460&src=article1_newsltr
Good WOM Marketing is…

                … based on genuinely
                passionate people
                … is not created. It is co-created
                                        co-
                …recognizing that a happy
                customer is the greatest
                endorsement
                … giving customers a voice
                … listening to consumers
                … engaging the community
Bad WOM Marketing includes…
                 … stealth marketing
                 … shilling
                 … infiltration
                 … comment spam
                 … defacement
                 … spam
                 … falsification
                 … dishonesty & lack of transparency
                 … endangering kids


                 Only fakers do this stuff.
                 Don’t be a jerk.
5 Ts of WOM Marketing


Talkers:    Find people who will talk
Topics:     Give people a reason to talk
Tools:      Help the message spread
Taking Part:   Join the conversation
Tracking:      Measure and listen

                                              Andy Sernovitz
                            http://www.wordofmouthbook.com
WOM Marketing   s the Interwebs




                       http://www.emarketer.com
WOM Marketing                s the Interwebs
            Person-to-
            Person-to-
            person talking
                                     Blogging


   SMS
                                     Vlogging
                  Social                         IM
                  Media Tools

   E-mail
                                Writing

                                                Social
                Talking                         Networks
                by phone     Video
     Widgets
Spreading content on the Interwebs
Influencer marketing
-Identify and reach out to niche bloggers, groups, networks, etc.
-Community engagement, commenting, participation, etc.
Evangelist marketing
-Brand ambassador teams, Citizen marketers
Social media marketing
-Wikipedia, Digg, Flickr, Photobucket
            Digg, Flickr,
-Social networks: MySpace, Facebook, Hi5
                           Facebook,
Viral marketing
-Branded websites, blogs, advergames, widgets, etc.
                          advergames,
-Viral video creation, syndication and engagement
Conversational marketing
-Listening to community, participating/responding, doing good
Influencers: Research




                        M80
Influencers: 1-to-1 outreach




                               M80
Influencers: Verify placements




                        M80 / Yahoo Be a Better Planet!
Influencers: Metrics
                             Program totals


                                                Estimated
            Placement data                    Unique Audience




Live link




                                                          M80
Influencer model or Network model?




               VS.
Why not both?!
Credibility & Niche + Reach & Breadth



                 +
Evangelists




              M80
Evangelists
Social Media
Viral: Micro-sites
Viral: Micro-sites
Viral: Media Player
Viral: Video
Viral: Widgets




                 Gigya
Viral: Games
Conversational
                 Nobody is as clever as everyone
                          - Howard Rheingold




                                        Visible Technologies
The Future of WOM Marketing
  •   Word of mouth becomes integral to making sense of the world
  •   Grassroots opinion leaders (The Influencers) become even more influential
  •   Buzz spreads faster, enabled by a web-driven universe
  •   Active customer/citizen participation increases
  •   The remarkable and outrageously different products rise to the top
  •   Honest and open two-way feedback begins to happens between
      companies and their best customers & prospects
                                           • Businesses and causes benefit by
                                              collaborating and engaging
                                              customers for input into their
                                              product innovation
                                           • Winning organizations and
                                              companies start crafting messages
                                              with customers rather than throwing
                                              messages at them


                                                     http://www.theinfluencers.ca
Ready for WOM? How do you “Raitt”?
                                                -Are folks talking about it/you?
                                                -Do you stand out from the crowd?
  Ooh, ooh, ooh,                                -Are you committed to spreading
  People are talkin', talkin' 'bout people,     the word?
  I hear them whisper, you won't believe it.    -Do you have the passion & support
  They think we're lovers kept under cover,     of management and employees to
  I just ignore it but they keep sayin' we...   join the conversation?
  Laugh just a little too loud,
  Stand just a little too close,
  We stare just a little too long.
  Maybe they're seein',
  somethin' we don't darlin'.

  Let's give 'em somethin' to talk about
  (Somethin' to talk about)
  Let's give 'em somethin' to talk about
  (Somethin' to talk about)
  Let's give 'em somethin' to talk about
  How about love?
Questions?




Thank you for your participation!
                           - Clint

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Wom Preso 02.12.2008

  • 1. A presentation to USC CMGT 534 class Clinton Schaff, Guest Instructor February 12, 2007
  • 2. Ooh, ooh, ooh, People are talkin', talkin' 'bout people, I hear them whisper, you won't believe it. Bonnie Raitt, They think we're lovers kept under cover, WOM Master I just ignore it but they keep sayin' we... Laugh just a little too loud, Stand just a little too close, We stare just a little too long. Maybe they're seein', somethin' we don't darlin'. Let's give 'em somethin' to talk about (Somethin' to talk about) Let's give 'em somethin' to talk about (Somethin' to talk about) Let's give 'em somethin' to talk about How about love?
  • 7. Definitions Word of mouth The act of consumers providing information to other consumers 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
  • 8. You Say Potato, I Say Potahto Buzz marketing Viral marketing Community marketing Grassroots marketing Evangelist marketing Product seeding Influencer marketing Cause marketing Conversation creation Brand blogging Referral programs
  • 9. Internet Users WOM http://www.emarketer.com/Article.aspx?i d=1005460&src=article1_newsltr
  • 10. Good WOM Marketing is… … based on genuinely passionate people … is not created. It is co-created co- …recognizing that a happy customer is the greatest endorsement … giving customers a voice … listening to consumers … engaging the community
  • 11. Bad WOM Marketing includes… … stealth marketing … shilling … infiltration … comment spam … defacement … spam … falsification … dishonesty & lack of transparency … endangering kids Only fakers do this stuff. Don’t be a jerk.
  • 12. 5 Ts of WOM Marketing Talkers: Find people who will talk Topics: Give people a reason to talk Tools: Help the message spread Taking Part: Join the conversation Tracking: Measure and listen Andy Sernovitz http://www.wordofmouthbook.com
  • 13. WOM Marketing s the Interwebs http://www.emarketer.com
  • 14. WOM Marketing s the Interwebs Person-to- Person-to- person talking Blogging SMS Vlogging Social IM Media Tools E-mail Writing Social Talking Networks by phone Video Widgets
  • 15. Spreading content on the Interwebs Influencer marketing -Identify and reach out to niche bloggers, groups, networks, etc. -Community engagement, commenting, participation, etc. Evangelist marketing -Brand ambassador teams, Citizen marketers Social media marketing -Wikipedia, Digg, Flickr, Photobucket Digg, Flickr, -Social networks: MySpace, Facebook, Hi5 Facebook, Viral marketing -Branded websites, blogs, advergames, widgets, etc. advergames, -Viral video creation, syndication and engagement Conversational marketing -Listening to community, participating/responding, doing good
  • 18. Influencers: Verify placements M80 / Yahoo Be a Better Planet!
  • 19. Influencers: Metrics Program totals Estimated Placement data Unique Audience Live link M80
  • 20. Influencer model or Network model? VS.
  • 21. Why not both?! Credibility & Niche + Reach & Breadth +
  • 31. Conversational Nobody is as clever as everyone - Howard Rheingold Visible Technologies
  • 32. The Future of WOM Marketing • Word of mouth becomes integral to making sense of the world • Grassroots opinion leaders (The Influencers) become even more influential • Buzz spreads faster, enabled by a web-driven universe • Active customer/citizen participation increases • The remarkable and outrageously different products rise to the top • Honest and open two-way feedback begins to happens between companies and their best customers & prospects • Businesses and causes benefit by collaborating and engaging customers for input into their product innovation • Winning organizations and companies start crafting messages with customers rather than throwing messages at them http://www.theinfluencers.ca
  • 33. Ready for WOM? How do you “Raitt”? -Are folks talking about it/you? -Do you stand out from the crowd? Ooh, ooh, ooh, -Are you committed to spreading People are talkin', talkin' 'bout people, the word? I hear them whisper, you won't believe it. -Do you have the passion & support They think we're lovers kept under cover, of management and employees to I just ignore it but they keep sayin' we... join the conversation? Laugh just a little too loud, Stand just a little too close, We stare just a little too long. Maybe they're seein', somethin' we don't darlin'. Let's give 'em somethin' to talk about (Somethin' to talk about) Let's give 'em somethin' to talk about (Somethin' to talk about) Let's give 'em somethin' to talk about How about love?
  • 34. Questions? Thank you for your participation! - Clint