WOMMA/Summit - Day 2: Keynote: Ideas Into Action: Hands-On Word of Mouth Workshop
Andy Sernovitz, author of Word of Mouth Marketing: How Smart Companies Get People Talking lead the hands-on, participatory lunch-time activity.
* Sernovitz started out with the slide "I Love You" to reflect that he loved word of mouth marketing and the people who are passionate about it and are trying to be advocates that carry it forward.
* Tongue-in-cheek, Sernovitz said that word of mouth marketers are better looking, smarter, charming that the average marketers, which the audience certainly enjoyed hearing.
* You don't talk about a product because an advertisement is good, you talk about it because it makes you happy.
* Sernovitz argues that the fundamental question should always be, "Would anybody tell a friend?"
* Boring + WOM = Fantastic!
* His favorite WOM campaigns for really boring products are:
- Blender www.willitbend.com
- Heintz ketchup (search YouTube for examples, such as the under-appreciated uses for ketchup or www.heinzketchupideas.com)
- Fiskars scissors
- Duck Tape
* The 7 WOM Emotions
- Happiness, glee
- Love, arousal, passion
- Surprise, wow, astonishment
- Fun (e.g., e-mail jokes or Facebook apps)
- Belonging
- Pride, ego, "I want to be special"
- Anger, frustration, disappointment (the ticking time bomb of negative WOM)
* The audience shouted out examples of what it considered best examples of the 7 WOM emotions