Planning and Integrating a World of Mouth Marketing Campaign

This video is a re-run of a presentation on Word of Mouth Marketing by Louise Rijk, Vice-President of Marketing and Sales Advanced Media Productions.

WOMM can be organic, when consumers start talking about a product or service naturally, or amplified by marketers driving campaigns in order to create buzz and accelerate the discussion. Either way, consumers must be given a reason to talk about something in order for word to spread; in order for the “buzz” to become viral, it needs to be worth buzzing about.

WOMM works by getting “influencers” - highly regarded, in-the-know consumers - to talk about the product, both online and off. The Internet allows influencers to reach a wider audience much more quickly through email, instant message, social networks, chat rooms, social news sites and any other form of social media on the web.

Social Media Marketing (SMM)

Social Media Marketing operates on many of the same principles as Word of Mouth Marketing, but does not rely on human influencers as much as online communication channels. SMM is strictly an online tactic and generally more outrageous and less brand specific than WOMM.

A WOMM or SMM campaign generates more buzz when supported by traditional media buys and a larger marketing or advertising campaign. Successful integration requires extensive planning, carefully timed execution and comprehensive tracking and measuring.

View more information about this presentation on Louise Rijk's

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