Word-of-mouth marketing (WOMM), also called word of mouth advertising, is an unpaid form of promotion—oral or written in which satisfied customers tell other people how much they like a business, product, service, or event.

1. WORD OF MOUTH MARKETING
CREATING BUZZ
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2. 1. 2.
…the
…the ..i got to
..i got to
JESUS
JESUS have an
have an
PHONE
PHONE iPhone
iPhone
rocks!
rocks!
WOMM POWER
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3. HOW TO USE WORD-OF-MOUTH
MARKETING (WOMM) TECHNIQUES
AND SOCIAL MEDIA TO DRIVE
GROWTH BY CREATING A POSITIVE
BUZZ AROUND YOUR PRODUCT OR
SERVICE.
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4. TO APPRECIATE WOMM: FIRST YOU
HAVE TO UNDERSTAND WHAT’S
BROKEN WITH TRADITIONAL
MARKETING.
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5. IS YOUR CAMPAIGN HAVING A
NEGATIVE IMPACT ON YOUR
BRAND?
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6. ONLY 18% OF TV ADS
GENERATE POSITIVE ROI
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7. 84% OF B2B CAMPAIGNS
RESULTED IN LOWER SALES
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8. 100% INCREASE IN AD SPENDING
JUST TO ADD 1% - 2% IN SALES
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9. ONLY 14% TRUST ADS
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10. 69 % INTERESTED IN AD
BLOCKING TECHNOLOGIES
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11. TRADITIONAL MARKETING & ADVERTISING
•ADVERTISING CLUTTER
•MEDIA FRAGMENTATION
•CONSUMERS TUNED OUT
•LESS EFFECTIVE
•MORE EXPENSIVE
•LESS TRUSTED
•LOWER ROI
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12. TWO THIRDS OF U.S. ECONOMONY
DRIVEN BY WOMM
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13. POSITIVE CORRELATION TO
BUSINESS GROWTH
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14. BRAND ADVOCACY DRIVES
BUSINESS GROWTH
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15. BRAND ADVOCACY EVEN MORE
IMPORTANT THAN BRAND IMAGE
OR BRAND SATISFACTION
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Harvard study

16. LAW OF FEW
10% INFLUENCE PURCHASING
BEHAVIOR OF OTHER 90%
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17. 91% LIKELY TO BUY ON
RECOMMENDATION
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18. 92% PREFER WOM
RECOMMENDATION
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19. BRAND ADVOCATES
•AVERAGE
•CUSTOMERS
•CLIENTS
•CONSUMERS
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20. WOMM CHARACTERISTICS
•HOMOPHILY
•HAWTHORNE EFFECT
•CONVERSATION: DIALOGUE
•EXPRESSION
•INVISIBLE NETWORKS
•LINKS
•SIX DEGREES OF SEPARATION
•DIGITAL MEDIA
•MUCH HIGHER LEVEL OF TRUST
•HUMILITY
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21. WOMM = C2C CONVERSATION
Consumer-to-consumer conversation
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22. NOT …
TRADITIONAL MARKETING
&
ADVERTISING
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23. BUZZ = INFECTIOUS CHATTER
WHAT’S HOT
WHAT’S ATTRACTIVE
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24. VEHICLE FOR CONTAGION
•PERSON-TO-PERSON TALKING
•TALKING BY PHONE
•SOCIAL MEDIA TOOLS
•SMS
•E-MAIL
•IM
•BLOGGING
•VBLOG
•WRITING
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25. WHO ARE
NETWORK
HUBS
CONNECTORS
ALPHAS
OPINION LEADERS
SNEEZERS
PEERS
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26. LINKS OR NODES SPREAD BUZZ
NODE
NETWORK NETWORK
A B
TRUSTED CHANNEL
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27. CORRELATION BETWEEN
NETWORK HUBS AND EARLY
ADOPTERS.
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28. LINKS FUEL DIFFISUION
A NETWORK OF 100 PEOPLE = 4,950 POSSIBLE LINKS
A NETWORK OF 1,000 PEOPLE = 500,000 POSSIBLE
LINKS
Six degrees of separation concept (a/k/a small world phenomenon)
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29. HOMOPHILY
BIRDS OF A FEATHER
FLOCK TOGETHER
The term homophily stems from study of social networks.
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30. CLUSTERS
Interests hobbies beliefs age gender
social class ethnicity religion values
politics geography education
occupation
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31. ALL ABOUT…
INTERACTION IN & AMONG
INVISIBLE NETWORKS
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32. LEAPFROGGING TECHNIQUES Aqua Teen
WOMM umbrella term
• Buzz marketing
– Special hook, event, promotion. Aqua Teen Hunger Force
Boston Bomb Scare
• Viral marketing
– Branded material, websites, blogs, advergames, widgets,
bligets, videos, utilities, collaboration tools etc. that
sneezers spread. ParkRidge47, Vote Different
• Influencer marketing
– Identifying and finding the influencers
• Evangelist marketing
– Turning most loyal customers into citizen marketers
• Street marketing
Buzz Oven
– Interacting at popular offline places like Buzz Oven
• Stealth / Undercover marketing
– Bree, lonelyGirl15 Bree
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33. WIDGET & BLIDGET
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34. SOCIAL MEDIA
Social media describes the online technologies and practices that people use to share opinions, insights,
experiences, perspectives and media itself. Social media can take many different forms, including text,
images, audio, and video. These sites typically use technologies such as blogs, message boards,
podcasts, wikis, and vlogs to allow users to interact. Source: Wikipedia
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35. BUZZ MARKETING WITH BLOGS…
BLOGVERTORIAL
BUSINESS BLOG
FAUX BLOG
70 million blogs in just 4 years. 120K blogs being added each day.
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36. SEEDING…
•STIMULATING DISCUSSION
•PROMO EVENT
•REDUCED PRICING
•FREEWARE
•GAME
•DEMO
•TRIAL
•BETA
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37. ASK YOURSELF…
•How does information flow in my industry?
•Where do people get their information?
•Does information flow in a centralized way?
•How do consumers interact in my industry?
•Do they hangout in networks?
•How big are these networks?
•Is my industry conservative?
•What influences my customers?
•Who influences my customers?
•Is my product risky?
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38. BUZZ MISTAKES…
•FOCUSING JUST ON OPINION LEADERS
(1%)
•NARROWLY PROFILING CONNECTORS
•NO STORY
•OVERSELLING
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39. BUZZ GUIDELINES
•SUPERIOR EXPERIENCE
•CONTAGIOUS PRODUCT
•SUPERIOR QUALITY
•UNDERPROMISE
•OVERDELIVER
•ANTICIPATION
•REACH 10% - 15%
•TRUTH
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40. IDEAL BUZZ CANDIDATES…
REQUIRE NO ADVERTISING
LEAVE A TRACE
NETWORK EXTERNALITY
INCREASE COMPATABILITY
INCREASE TRANSPARENCY
SELF CONTAINED
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41. Online Marketing Web World
Pramod Kumar Srivastava
Web Analyst & Online Marketing Strategy Planner
http://www.onlinemarketingwebworld.com
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