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Organic vs. Amplified Word of Mouth
The following terms attempt to explain the differences between word of mouth that results from day-to-day interaction with customers and the kind that occurs as a result of a specific campaign to create or encourage it.
By no means are these terms commonly accepted. Some marketers feel that word of mouth is always there, and that a campaign can amplify it, but that word of mouth is the same regardless of its origin. Other marketers don't use campaigns specifically to promote word of mouth, and feel that there is an important distinction.
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Organic WOM occurs naturally when people become advocates because they are happy with a product and have a natural desire to share their support and enthusiasm. Practices that enhance organic word of mouth activity include:
* Focusing on customer satisfaction
* Improving product quality and usability
* Responding to concerns and criticism
* Opening a dialog and listening to people
* Earning customer loyalty
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Amplified WOM occurs when marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities. Practices that amplify word of mouth activity include:
* Creating communities
* Developing tools that enable people to share their opinions
* Motivating advocates and evangelists to actively promote a product
* Giving advocates information that they can share
* Using advertising or publicity designed to create buzz or start a conversation
* Identifying and reaching out to influential individuals and communities
* Researching and tracking online conversations
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Before you leave, make sure you see these.
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This 25-page eBook examines the valuable word of mouth marketing trends presented through case studies and Keynotes at WOMMA Summit 2011.
Download eBook
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Best Practicebook: WOs GuideM in the Customer Contact Center
Read the Guidebook
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Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library
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WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF
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Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF
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Learn from the brands and agencies that successfully developed and measured WOMM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOMM knowledge.
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Building A Loyal Community for the Travel Channel
more..
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ABC Studios Advisory Panel: It’s Emmy Time!
more..
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