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
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?