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

Mar 26, 2015

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Page 1: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

WhatSo What

In the WeedsNow What

Word of Mouth MarketingLincoln Garrick, Solstice Advertising

Welcome

Page 2: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

• Word of Mouth–The act of consumers providing

information to other consumers

WHAT

Page 3: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

•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

Page 4: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

WOMM Philosophy 101

Word of mouth marketing isn’t about creating word of mouth

It's learning how to make it work within a marketing objective

WHAT

Page 5: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

WOMM Philosophy 101

Word of mouth can't befaked or invented

WHAT

Page 6: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

2006 = ill-will

2009 = FTC violation $11,000 per occasion, case-by-case

WHAT

Page 7: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

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

Page 8: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

WOMM Philosophy 101

Word of mouth marketing empowers people to share their experiences

harnessing the voice of the customer for the good of the brand

WHAT

Page 9: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

WOMM Philosophy 201

All word of mouth marketing techniques are based on the concepts of customer satisfaction, two-way dialog, and transparent communications

WHAT

Page 10: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

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

Page 11: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

• 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

Page 12: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

Target (Influencers / Evangelists)Channel (Viral / Non Viral)

IN THE WEEDS

Page 13: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

Buzz MarketingViral MarketingCommunity MarketingGrassroots MarketingEvangelist MarketingProduct Seeding

IN THE WEEDS

Influencer MarketingCause MarketingConversation CreationBrand BloggingReferral Programs

Page 14: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

• 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

Page 15: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

NOW WHAT

• 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

Page 16: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

• 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

Page 17: What So What In the Weeds Now What Word of Mouth Marketing Lincoln Garrick, Solstice Advertising Welcome.

PARTING SHOT

www.youtube.com/watch?v=OdB7GDZY3Pk