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How to REALLY unlock word-of-mouth


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Since the beginning of the social web, marketers have been trying to figure out what it is that creates buzz online? Is it that funny viral YouTube video? Witty real-time twitter banter? A big enough budget on that Facebook video? Kylie Jenner’s instagram?

Well, I’m going to tell you today that it is NONE of those things, but it’s also NOT rocket science.

The biggest factor that will determine how quickly something travels through a network is…

I guess you’ll just have to click through the presentation to find out.

This talk was given at Social Media Camp in Victoria, BC on May 7, 2016.

Published in: Marketing
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How to REALLY unlock word-of-mouth

  1. the no bull secret to unlocking word-of-mouth Tara @missrogue Hunt
  2. “people who share interests, intent, beliefs, resources, preferences, needs, and risks in common, affecting the identity of the participants and their degree of cohesiveness.” community Tara @missrogue Hunt
  3. 7% 86% of consumers whose purchase decisions were somewhat influenced by word of mouth from people they know. Deloitte Study, April 2014 Contagious: why things catch on - Jonah Berger of word of mouth happens online…yes…only 7%. Tara @missrogue Hunt
  4. Word of mouth spreads throughout communities/networks of people. Communities are word of mouth amplifiers. Tara @missrogue Hunt
  5. but the secret sauce is… Tara @missrogue Hunt
  6. DENSITY! less dense more dense “Density is the measurement of how concentrated relationships and conversations are within a community.” Tara @missrogue Hunt
  7. RULE: The higher the density of relationships in a community, the more things will spread between the members - online and off. Tara @missrogue Hunt
  8. what creates density? Tara @missrogue Hunt
  9. location Tara @missrogue Hunt
  10. uncertainty
  11. marginalization Tara @missrogue Hunt
  12. competitionTara @missrogue Hunt
  13. shared passions Tara @missrogue Hunt
  14. shared experiences Tara @missrogue Hunt
  15. unique identities Tara @missrogue Hunt
  16. history/culture It’s a Portuguese Feast! Where is the food? It’s not literal. It’s what we’ve always called it. Tara @missrogue Hunt
  17. time to kill Tara @missrogue Hunt
  18. signals of density Tara @missrogue Hunt
  19. discussion group activity
  20. connections between group members
  21. interactions between group members
  22. offline interactions
  23. still haven’t found the right community? Tara @missrogue Hunt
  24. 1. How dense is this community? 2. Are the members of this community in need of what you are offering? Can/will they pay for it? 3. Do you have a connection to or experience with this community? Ask the following questions: Tara @missrogue Hunt
  25. every big company started with a small, dense community. Tara @missrogue Hunt
  26. so…how does one go about ‘entering’ a community? Tara @missrogue Hunt
  27. STEP 1: Show up…a lot. Tara @missrogue Hunt
  28. STEP 2: Build trust and relationships. Tara @missrogue Hunt
  29. STEP 3: Deliver amazing experiences. Tara @missrogue Hunt
  30. STEP 4: Repeat. Tara @missrogue Hunt
  31. and…what if your ideal community lacks density? Tara @missrogue Hunt
  32. “if you see a parade, get in front of it!” Tim O’Reilly Tara @missrogue Hunt
  33. Bring people together create resources and platforms to gel the conversations Tara @missrogue Hunt
  34. Tara @missrogue Hunt
  35. Tara @missrogue Hunt
  36. Encourage bonding bring people physically together to deepen the relationships Tara @missrogue Hunt
  37. Promote ownership make the community members the leaders Tara @missrogue Hunt
  38. community… it never went away… Tara @missrogue Hunt
  39. …it’s just been buried beneath the bullsh%t that has flooded the networks with with noise… Tara @missrogue Hunt
  40. …noise that does the opposite of building community. It’s worse than annoying. It’s killing the networks where people find their tribe, which is bad news for business, too. Tara @missrogue Hunt
  41. Look for your community of interest. Find and/or create density. Build relationships. Add value. I promise this will work. No bs. Tara @missrogue Hunt
  42. About Tara "Before Timeline and tweets, before a blog was called a blog, before anyone even knew what a web browser was, Tara Hunt was there. Often labeled a pioneer of online and social marketing, the Canadian has been an observer of the realm's development and a force in influencing it." - Entrepreneur Magazine, 2013 Truly Social Inc. 647 992 2951 @missrogue
  43. Giveaways! You got questions? I’ve got cards! amazing local artist: Timothy Hoey, O Canada Art Studio http:// ocanadaart