Word of Mouth 101
Adapted from a WOMMA White Paper dated February
8, 2005 and available at the WOMMA website.
Visit the WOMMA website, look up WOM 101, and learn…
What is WOMM
- Giving people a reason to talk about your products and services…
Types of WOMM
- Buzz Marketing, Viral Marketing, Community Marketing, Grassroots
Marketing, Evangelist Marketing, Product Seeding, Influencer Marketing,
Cause Marketing, Conversation Creation, Brand Blogging, Referral
Program.
The Philosophy
of WOMM
- WOMM is recognizing that a happy customer is the greatest endorsement,
giving customers a voice, listening to customers, engaging the
community.
Organic vs.
Amplified WOM
- Occurs naturally when people become advocates
- Occurs when marketers launch campaigns
Positive WOM
Strategies
- Encouraging communications
- Giving people something to talk about
- Creating communities and connecting people
- Working with influential communities
- Creating evangelist or advocate programs
- Researching and listening customer feedback
- The Engaging in transparent conversation
- Co-creation and information sharing
Unethical WOM
Tactics
- Stealth Marketing
- Shilling
- Infiltration
- Comment Spam
- Defacement
- Spam
- Falsification
For the rest of the story visit
http://womma.org/wom101.htm.
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WOMMA is the official trade association for the word of mouth marketing
industry. WOMMA’s mission is to promote and improve word of mouth
marketing by:
- Protecting consumers and the industry with strong ethical guidelines.
- Promoting WOM as an effective marketing tool.
- Setting standards to encourage its use.
WOMMA members are building a prosperous word of mouth (WOM) marketing
profession. Thriving markets are built on best practices, effective standards,
and ethical leadership. Those are the qualities that bring WOMMA members
together – and we hope that you will join us if you share these
values. Keith Bates & Associates, Inc. became an early member of WOMMA.
Join WOMMA today at https://www.womma.org/join.htm.
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What is Word of Mouth Marketing?
Word of mouth is a pre-existing phenomenon that marketers
are only now learning how to harness, amplify, and improve.
Word of mouth marketing isn't about creating word of mouth
— it's learning how to make it work within a marketing
objective.
That said, word of mouth can be encouraged and facilitated.
Companies can work hard to make people happier, they can listen
to consumers, they can make it easier for them to tell their
friends, and they can make certain that influential individuals
know about the good qualities of a product or service.
Word of mouth marketing empowers people to share their experiences.
It's harnessing the voice of the customer for the good of
the brand. And it's acknowledging that the unsatisfied customer
is equally powerful.
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5 things you would have learned if you had attended
the July 13, 2005 Measuring Word of Mouth Conference:
1. How to Measure & Track Word of Mouth
- Learn terms and definitions used to discuss WOM
- Understand the WOMMA Terminology Standards
- Get familiar with critical issues facing researchers
2. How to Prove the ROI of WOM
- Demonstrate how \AOM directly Impacts your brand
- See how WOM changes all of your other marketing
- Build a business case for word of mouth marketing
3. How to Create a WOM Media Plan
- See which WOM strategies work
- Compare the relative Impact of WOM techniques
- Track the effects of online & offline conversations
- Create a media plan that incorporates WOM
4. How to Discover Why Messages Go Viral
- Optimize all communications for maximum effect
- Create memorable. Viral-ready messages
- Learn to track your viral efforts
5. How to Understand Why Consumers Talk
- See why some customers talk (and some don't)
- Learn to measure what motivates your customers
- Find out which strategies don't work
For a summary of this conference visit www.womma.org.
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