Word Of Mouth & Ambassador Program April 2007
Word of Mouth and Ambassador
May 11, 2015
A presentation that is trying to explain the concept of Word of Mouth marketing in a very accessible way
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Word Of Mouth&
Ambassador Program
April 2007
the “person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. (Edelman Trust Barometer 2006)
In the US, for example, the “person like yourself or your peer” was only trusted by 22% of respondents as recently as 2003, while in this year’s study, 68% of respondents said they trusted a peer. Contrast that to the CEO, who ranks in the bottom half of credible sources in all countries, at 28% trust in the US, near the level of lawyers and legislators.
Table of content
Word of Mouth WOM marketing
Duval Guillaume’s approach Cases
Word of Mouth
What is word of mouth?
Word of mouth: The act of people providing information to other
people.
Key elements: The voice & The ears A natural, genuine, honest process People seeking advice from each other People talking about their lives and experiences (i.e.
products, services, brands)
Word of mouth Marketing
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.
Ambassadors Program: Enable people to talk about your products and
services, and making it easier for that conversation to take place, by offering: The product or service to test in real life The platform to discuss and spread the feedback
People are the medium
Amplifying the message
Word of mouth Marketing
Identify people most likely to share their opinions
Educate people about your products and services
Provide tools that make it easier to share information
Study how, where, and when opinions are being shared
Listen and respond to supporters, detractors, and neutrals
Network technology
The Networked SocietySource: Logic&Emotion
Worldwide Visible Retrievable Amplify
Word of mouth Marketing
Summary:
Word of mouth is a pre-marketing phenomenon WOM can't be faked or invented You can make WOM work within a marketing
objective
Duval Guillaume’s approach
Duval Guillaume’s approach
General objective: To create consumers’
enthusiasm
Give consumers a voice Listen to the consumers Engage the community Increase the involvement
Duval Guillaume’s approach
Creating communities Developing tools for people to share their opinions Motivating advocates and evangelists Giving advocates information that they can share Using advertising designed to create buzz or start a
conversation Identifying and reaching out to influential individuals and
communities Researching and tracking online conversations
Bazooka
Community Marketing: enable users to talk about your brand
Virgin Express : Festival Buddy
Viral Marketing: campaign focused on people spreading the message
Pigs in Pain
Buzz Marketing: get people to talk about your brand
Purina (Nestlé) – Beneful
Build and reinforce an ambassador group – create communities
Miele Steamcooking - start
Build and re-inforce an ambassador group: Member-gets-member program
Miele Steamcooking - follow
Build and re-inforce an ambassador group: Content for the community
Nikonians - Engadget
Build and reinforce an ambassador group: give ‘content’ so people spread your message and create buzz around a brand/product
Passage Fitness
Build and reinforce an ambassador group: Member-gets-member program
Other possibilities
Grassroots Marketing: Organizing and motivating volunteers to engage in personal or local
outreach.
Evangelist Marketing: Cultivating evangelists, advocates, or volunteers who are encouraged to
take a leadership role in actively spreading the word on your behalf
Product Seeding: Placing the right product into the right hands at the right time, providing
information or samples to influential individuals
Influencer Marketing: Identifying key communities and opinion leaders who are likely to talk
about products and have the ability to influence the opinions of others
Measuring the effects
Net Promoter Index – One questionWould you recommend Brand X to a friend or colleague?
Source: Netpromoter.com
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