"The idea of word of mouth is very Zen. You put the idea out there, let it go and if people like and trust you they will spread the word." Variety Magazine 21 July 2005.
This is the first in a series of posts on word of mouth marketing (WOM) following interest generated at Canberra's first word of mouth marketing workshop.
Today WOM is more important than ever because we are increasingly weary with advertising and cynical about how the media report events. Word of mouth stands out because it is about genuine conversations between real people. That makes it the cheapest and most effective promotion an organisation can have.
The span of word of mouth is spreading. Traditionally it involved face to face encounters. You talking to me. Now new digital technologies have put WOM on steroids making our on-line conversations just as important as our off-line efforts.
Whatever the arena effective word of mouth marketing needs six key elements to work:
This is the first in a series of posts on word of mouth marketing (WOM) following interest generated at Canberra's first word of mouth marketing workshop.
Today WOM is more important than ever because we are increasingly weary with advertising and cynical about how the media report events. Word of mouth stands out because it is about genuine conversations between real people. That makes it the cheapest and most effective promotion an organisation can have.
The span of word of mouth is spreading. Traditionally it involved face to face encounters. You talking to me. Now new digital technologies have put WOM on steroids making our on-line conversations just as important as our off-line efforts.
Whatever the arena effective word of mouth marketing needs six key elements to work:
- Make sure your organisation and its issue, cause, product or service have integrity and offer value. People will only spread positive word of mouth when they believe in something. So provide something worthwhile to talk about and remember word of mouth will always punish poor performance and those who lack integrity.
- Be clear about who you want reach because WOM is all about people and their networks. Know who and where they are.
- Identify, recruit and maintain relationships with people who can help you connect with your audiences. Often called 'key influencers', these individuals lend you their language, contacts and credibility when they carry your information into their networks.
- Provide key influencers with simple messages, stories and pass-on tools so it is easy for them to spread the word about you. Constantly refresh your conversation with these people.
- Use as many channels as possible to keep the conversation going. Create continual 'buzz' through face to face meetings, speaking to groups, inviting people to events and going on-line to either create your conversations or join in with others. Perhaps it is better to start with a few communications channels you are confident will work and then expand your repertoire as you see results.
- Track the results of your conversations by encouraging feedback and using on-line and other tracking tools.
2 comments:
This posting is very much in the language of marketing. How can we pass this information on to people who do not understand marketing speak?
Is there a glossary of terms to help in the translation into the language of community organisations?
Hi Bob
Sorry about the 'marketese'. It's no good if people don't understand what you are saying...they will never pass it on. I'll be trying harder in future posts.
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