Webmaster World PubCon 2007: Word of Mouth Marketing
I’ve spoken at Webmaster World’s marketing convention the past few years. PubCon 2007 was held in November, in Las Vegas, Nevada, and I once again attended had the honor of attending as a speaker. Here’s a summary of my presentation on Word of Mouth Marketing (WOMM), along with the full video.
What is Word of Mouth Marketing?
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.
The Internet’s Role in WOMM
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.
Planning, Integrating and Implementing a WOMM Campaign
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.
Watch my full presentation (24 minutes) for a more in-depth look at the ins and outs of planning and executing a successful WOMM or SMM campaign.
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