 |
|
|
|
 |
February 5, 2007 |
|
By: Louise Rijk - Bio - Blog |
 |
|
|
|
|
|
|
|
Interactive Marketing:
Word of Mouth Marketing (WOMM)
Word of Mouth Marketing (WOMM) is a new form of marketing where consumers are in control and marketers participate to influence and accelerate the marketing message. WOMM is derived from Word of Mouth (WOM), the oldest form of advertising, in which people are providing information and making honest recommendations to other people about a brand, product or service. WOM is primarily performed by “influencers”, people who are already successfully using a company’s products and services and are naturally inspired to talk positively about it. Word of Mouth Marketing (WOMM) happens when marketers launch campaigns to influence and accelerate organic WOM.
Characteristics of WOMM
Unlike traditional offline and online marketing WOMM is not about how many people you are reaching directly, but more about how many people pass your message on to other people. WOMM is, therefore, based on intense user engagement and primarily relies on finding and empowering “influencers”, opinion leaders who have extensive knowledge in a specific area, to spread the word. For WOMM to be successful it requires more than an average “brand” or “product” experience. It demands an excellent product or service “influencers” can use, be excited, and talk about.
Although 80 percent of WOMM is still happening offline, online WOMM is growing steadily. Online WOMM has evolved from spoken communication and includes online consumer activities using Internet technologies such blogs, online forums, videos and podcasts to create Consumer-Generate Media (CGM). Unlike offline conversation, online WOMM conversions do not dissipate after the conversion. They are often archived online as CGM and indexed in search engines for access by consumers or others looking for information. Whether online or offline, a successful WOMM campaign involves true and passionate “influencers” who are willing to spread the message.
WOMM has specific characteristics that sets it apart from Social Media Marketing (SMM) and other forms of online and offline marketing. It is important for marketers to understand those differences so that they use the appropriate channel to reach their goals.
| Word of Mouth Marketing (WOMM) |
Social Media Marketing (SMM) |
| Relies primarily on “influencers” to spread the word. |
Spreads by itself through the social web and relies on passing messages along from person-to-person. |
| Requires excellent product on service “influencers” can use, be excited, and talk about. |
Message needs to be cool, outrageous, entertaining or provide exceptional value to attract attention and be passed along. |
| Generates brand-awareness and sustained web site traffic. |
Not always relevant to the brand. |
| Engages customers long term through the product life cycle. |
Usually generates a short traffic spike. |
| Online and offline (20% online). |
Online only. |
Why Is WOMM Happening?
WOMM has become an important marketing channel. Marketers and business owners need to adapt their marketing plans and tactics to consider the fact that consumers have become more skeptical about traditional advertising and are increasingly looking to their family members, friends, colleagues and peers for information and opinions about the products and services they intend to buy. In addition, new Internet tools, such as blogs, online forums, user review sites, RSS feeds and podcasts, are allowing consumers to communicate better with each other online and share opinions and experiences about products and services before they buy.
How To Get Started With WOMM
A WOMM campaign cannot be simply turned on and turned off. A successful program needs lead time and integration with marketing, sales, customer service and other functions within a business, so you need to plan way ahead. Here are the basic steps for implementing a WOMM campaign.
- Define the target audience
Defining the target audience is one of the most important steps in planning a WOMM campaign. The target audience for a WOMM campaign is consumers; friends and peers the “influencers” are passing the message onto.
- Brainstorm about a great idea
Another important step in the planning phase of a WOMM campaign is finding a good idea or offer that resonates with the “influencers” and consumers and can be passed along easily.
- Plan and create a message that travels
A WOMM campaign message that travels is based on exceptional content; a good idea and actions the people want to share. Make sure your message has simplicity and clarity so that it is easily understood and passed along. E.g. let “influencers” know that you want them to share it with their friends and give them the tools to spread the message easier. E.g. give them a coupon with the ability to send it to multiple friends.
- Identify and select the “influencers”
Identify the “influencers” who can help you spreading the word. Start with listening online, using CGM monitoring and “listening services”, to find out who is talking about you and what they are saying about your products and services. The most passionate “influencers” are often part of the customer base and they can often be located with the help of the marketing, sales and customer service departments.
- Motivate and empower the “influencers”
It is usually not enough to rely on a positive experience with a great product or service to court the “influencers”. They often demand real value for their participation in a WOMM program. It is therefore, important to give “influencers” special treatment through exclusive access and special privileges that make them feel special, such as special access phone line, advanced information or demos of new products.
A WOMM campaign is most effective when a product or service is new, unique, high-performing, fun and is placed in the hands of “influencers”. Give them a good product or service, excellent customer support and success stories so that they have something exciting to talk about.
- Keep your “influencers” motivated
Motivating the “influencers” is only one challenge, keeping them engaged over a longer period of time is another. Respond quickly to opinions, questions, comments and feedback from your “influencers”. They expect that companies listen to them. There is nothing more discouraging for a loyal customer to be ignored.
- How to keep the “influencers” engaged
Monitor the buzz online and look for ways to engage. Find out which blogs your “influencers” are reading and posting on, the forums they participate in and the web sites they are visiting because that may be where the next concentration of “influencers” is located. Since about 80 percent of WOM takes place offline it is also important to have your “influencers” report back on a regular basis or meet with them in focus groups to find out what kind of conversations they have with consumers.
- Measure and track success
Define how you will measure and track success. Depending on the WOMM tools you are using you can measure clicks, visitors, pass-alongs, reach and “buzz”. Reach and buzz can be measured through blog monitoring (BlogPulse.com, Technorati.com), Google Alerts, industry-targeted online discussion forums, RSS monitoring (PubSub, Technorati) and other methods. Another, more automated way is to use professional online “listening services” from the various CGM analytics vendors such as Cymfony, Nielson Buzz Metrics, Umbria, BuzzLogic, Intelliseek and Communispace.
In the next issue of this newsletter we cover Social Media Marketing.
|
|
|
| |
|
|
|
Copyright © 1996-2007. Advanced Media Productions, Inc.
Advanced Media Productions, Inc.
251 West Central St., Suite 28, Natick, Massachusetts 01760, USA
Tel: 508-647-5151 Fax: 508-647-5150
E-mail: info@advmediaproductions.com
|
|
|
|
|
|
|
