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Special thanks to:
Dave Evans, HearThis.com, for producing our amazing podcast, Conference Calls Unlimited for the podcast hosting call-in service, and the fanstic WOMMA members who have volunteered their time and energy to make this all happen.
Editors:
Dana Vanden Heuvel, Jennifer Nastu, and the WOMMA staff.
Home > March 2006
March 2006 Archive
March 29 Teleconference: Countering Negative Buzz with Pete Blackshaw and Jim Nail
WORD OF MOUTH WEDNESDAYS
Every Wednesday at noon EST
This Wednesday, March 29:
"Countering Negative Buzz"
Pete Blackshaw, CMO, Nielsen BuzzMetrics
Jim Nail, Chief Strategy & Marketing Officer, Cymfony
* Learn how to monitor negative buzz
* Understand what you can do about it.
Sign up here -- Next call is Wednesday!
http://www.womma.org/telecon.htm
You won't find this kind of up-close expertise anywhere else!
* March 29: Countering Negative Buzz
* April 5: How to Create a Viral Word of Mouth Campaign
* April 19: Word of Mouth Ethics
Sign up here -- Next call is Wednesday!
http://www.womma.org/telecon.htm
Posted on 03/24/06 | 0 Comments | Link
How-To: Democratizing Marketing
5 Tips from MotiveQuest's Kerry Stranman
The relationship between companies and consumers is changing. "It used to be an 'us' vs. 'them' mentality, where 'we' (the marketing industry) controlled the message and 'they' received it passively," explains Kerry Stranman, Partner and Chief Strategist for MotiveQuest. Based on what she calls the "democratization of the marketplace", Kerry offers these tips to get people talking.
Tip #1. Wow 'em with your product
It's an old truism: Without product excitement, there's nothing to evangelize. Kerry points to what Motorola has done with the Razr phone. They used influencers to speed talk of the product, then sustained the buzz by launching new versions like PINK and SLVR.
Tip #2. Meet an unmet need
"Listen" online and via other avenues to be certain that your new product is need-centric rather than product-centric. For example, Kerry says, she has been observing growth in the online mention of banking & credit card fees. So when Citibank launched the Citi Simplicity Card -- a credit card with no fees -- they were putting themselves in the shoes of the consumer and listening, then using what they had learned to create a new product.
Tip #3. Become a resource for information
Mavens thrive on being subject matter experts. For example, British Petroleum has an online "carbon calculator" that measures how household and lifestyle choices affect your CO2 emissions. Also, news sources and subject matter experts often quote British Petroleum's world energy statistics. Making this data public feeds the desire of the influencers to be "in the know".
Tip #4. Create community
Companies can engage consumers by bringing people of like interests together through events or promotions, and then extend it online via community boards or blogs. You can empower them to be involved by letting them vote on which treatment will be the cover of the next issue of a magazine like "Cooking Light" does for example -- and by doing so, you not only engage them but you generate valuable market research for yourself.
Tip #5. Invite them to help create marketing
Break down the wall and make the marketing co-creative, Kerry urges. For example, as New Balance was repositioning itself against Nike, it looked to its heritage in amateur athletics in its "For Love or Money" campaign. They created a space online & asked consumers to post pictures of themselves and tell their "everyday athlete" story. The stories that were generated ("I run because I almost lost my mother-in-law to cancer and it was the one thing I could control...") allow the consumers to feel a sense of participation in the brand, and gave the brand a level of authenticity that straight-forward advertising can't do alone.
More about Kerry:
Posted on 03/24/06 | 0 Comments | Link
How-To: Preparing for WOM
5 Tips from Echopinion!'s Bill Mosher
The first question most companies ask about word of mouth is if it works for them. "It is my belief that WOM works for every company," says Bill Mosher, Founder and Director of Echopinion! "But the more all-encompassing question a company should ask is, 'Are we prepared to develop a WOM strategy?'" Here are Bill's five tips on preparing for WOM.
Tip #1. Do we have buy-in?
Does top management see the value that word of mouth plays in a company's success? If so, congratulations. Top-down belief is very important.
If not, start small and build buy-in from the bottom up. Use statistics and other resources to make your case. It is critical that upper management sees WOM's benefit on the entire operation of the company.
Tip #2. Happy employees, happy customers
It's easier to get others to talk about how great your company's service is if your own employees feel good about their work. Studies show happy employees generate great products/services and customer service. Consider creating an internal work satisfaction survey to determine what your own employees think about your internal operations, customer touch-points and product/service. Take action to correct prior to staring your WOM initiative.
Tip #3. Do we have more than a "me too" product?
Take a hard look at the product you offer. Is it unique, and will consumers be impressed enough to tell others their positive thoughts? If all you have is a "me too" product then expect "me too" results!
Tip #4. Analyze, but don't expect quick results
WOM, when done correctly, is an ongoing process. You won't see improved sales in the first quarter. Be prepared to analyze the results of your WOM initiatives but remember that the WOM program shouldn't end there.
Tip#5. Share insights with every department
Too often, when a marketing department hears feedback such as, "I love your product. But whenever I try to reach you I can't get anyone on the phone," they focus on the part about the product and forget to inform customer service about the rest. Remember to treat WOM not just as a marketing initiative, but as an all-encompassing communications strategy.
More about Bill:
Posted on 03/24/06 | 0 Comments | Link
March 22 Teleconference: CEO Blogger Richard Edelman and GM's FastLane Team
WORD OF MOUTH WEDNESDAYS
Every Wednesday at noon EST
This Wednesday, March 22:
CEO Blogger Richard Edelman and GM's FastLane Blog Team
* Learn how to do corporate blogging the right way.
* Understand how they did it, why they did it,
and the challenges they face.
Sign up here -- Next call is Wednesday!
http://www.womma.org/telecon.htm
You won't find this kind of up-close expertise anywhere else!
* March 22: GM and Edelman: CEO Blogs
* March 29: Countering Negative Buzz
* April 5: How to Create a Viral Word of Mouth Campaign
* April 19: Word of Mouth Ethics
Sign up here -- Next call is Wednesday!
http://www.womma.org/telecon.htm
Posted on 03/20/06 | 0 Comments | Link
How-To: Defining the Influencers
5 Tips from GfK NOP's Jon Berry
"If your ultimate goal is to get people talking about you, then all marketing can be considered WOM," says Jon Berry of GfK NOP and co-author of The Influentials. Jon recently conducted a survey to discover how word of mouth works, what defines an influential person, and how WOM interacts with traditional media. Here are some tips based on what he found:
Tip #1. Influence begins with listening
When asked what makes someone influential, most respondents answered that listening is the most important characteristic -- more important even than personal experience, which came in third (being helpful was the second most popular). Build the practice of active listening into all of your touchpoints with consumers.
Tip #2. Your USPs are your lifelines
By far the leading factor in creating buzz was clear information about a brand's unique selling propositions (USPs). Humor helps, too, but sticking with benefits of the product is most important. Being "outrageous" was cited by only a third of respondents as the leading factor. Your marketing, then, should support your product story.
Tip #3. Watch out for Mom and Dad
Family, even more than professionals, is the most credible source of information. So while it's still a valid tactic for pharmaceutical companies to reach out to doctors, for example, the message should be reinforced with family and friends.
Tip #4. People love to help
The recent study showed that, indeed, most Americans do like to pass along information for companies that they like. It's important, then, that within your consumer database, you identify folks who are predisposed to you and are actively engaged in word of mouth.
Tip #5. Going deeper goes further
You can refine your word of mouth marketing by the characteristics of your consumer: look at segmenting your marketing by gender, category, age, etc. By refining who you talk to and what message you relay, you can produce big results.
Just how does word of mouth happen? Interestingly, the survey found that most recommendations come up in a conversation naturally. "It's that ability to interact with you and to hear what is most important to you and then to make the recommendation based on that, that comes out on top," Jon concluded.
More about Jon:
Read Jon's shared WOMBAT presentation (PDF download)
Posted on 03/20/06 | 0 Comments | Link
How-To: Selling a WOM Campaign Internally
5 Tips from Rowland Communications Worldwide's Ann Moravick
"The selling process can seem insurmountable within organizations new to WOM," says Ann Moravick, CEO and President of Rowland Communications Worldwide. "Months can pass before an organization is ready to move forward."
Here are Ann's five tips to speed the education process:
Tip #1. How do they feel about WOM?
Knowing your target's beliefs about word of mouth (WOM) will help you effectively overcome hurdles. To find WOM friends and foes, ask these questions:
* Have you done a WOM campaign before?
* What were the results?
* What are current perceptions of WOM?
* Who is an advocate?
* Who is not?
* Who owns it as a discipline?
Tip #2. Show me the money
Most organizations new to word of mouth take monies from existing disciplines: generally online, direct or PR. As a result, these discipline managers are sometimes reluctant to fund WOM.
Instead, encourage multiple divisions to share the burden of cost as a "test." This gives everyone ownership and reduces their budgetary contribution. Or find a passionate advocate in the company within one discipline and encourage him to add WOM to an existing effort.
Tip #3. Learn what's worked
Use publicly available case studies of successful WOM campaigns in selling internally. Make sure your campaign recommendations are clearly defined and results-oriented. The fearful manager considering a campaign will be relieved when you've shown her that you've considered every detail.
Tip #4. Measure for measure
Most marketers want to know they'll generate impact beyond just talk. Involve the diverse measurement approaches available today in the development of your campaign. Make sure you can answer: How many people are you going to engage? How many WOMunits will they convey and to whom? What will the ultimate measure of success be? How will you monitor day-to-day efforts?
Tip #5. Don't stop selling
First forays into word of mouth are scary. Extensive and consistent communication during the evolution of a WOM campaign is vital in assuaging fears and in creating true advocates for word of mouth.
Communicate at every juncture along the way, and communicate widely your successes when the campaign is done. After all, you want talk about your campaign and its success to go on its own word of mouth journey.
More about Ann:
Read Ann's WOMMA Summit presentation (PDF download)
Posted on 03/20/06 | 1 Comments | Link
How-To: Building Successful Buzz Campaigns
5 Tips from Ground Force Network's Bob Hutchins
Word of mouth marketing is the pinnacle of what most marketing people are trying to do, and should be the foundation of advertising in general. "Going back thousands of years, word of mouth is the first marketing anyone ever did, and the purpose of all marketing, whether you're talking radio, TV, print, is to drive word of mouth," says Bob Hutchins, General Partner for Ground Force Network.
Here are Bob's five tips on building successful buzz campaigns:
Tip #1. Build upon an existing group of passionate people
You have to start with a solid foundation and/or a great product for word of mouth to catch on. Thus, WOM campaigns are always more successful when you start with a small group of people who are already passionate about the product/project and build upon that. That way, you are focusing on enhancing what they naturally believe -- and their passion naturally rubs off on their sphere of influence when you provide them with the right tools, information, and incentives.
Tip #2. Strive for personal interaction
Make each member feel special and appreciated on a daily basis. When they feel like they are a part of something important and on the "inside," their desire to tell others is much more powerful and genuine.
Tip #3. Create a central landing place
Web sites are perfect for this. Give people a one-stop shop for everything they'll need to know in order to go out and be successful in spreading the word.
Tip #4. Offer tools
Build user-friendly tools that make sharing their passion about a product/project simple and easy. It makes spreading the word so much easier and less intimidating, and these tools also are extremely important for new people to learn about the product/project and spread the word too. The right tools, such as an effective ecard, are key to building your campaign.
Tip #5. Have integrity
Don't try to make the campaign something it's not. If there's a delay in something, be upfront with your team of supporters. They'll appreciate honesty more than a vague answer, and they'll like being in the "loop." When your team of supporters trusts your judgment and how you work, they're even more likely to want to share the news about your current and future campaigns.
More about Bob:
Read Bob's WOMBAT presentation (PDF download)
Posted on 03/16/06 | 0 Comments | Link
How-To: Making "Mom WOM" Happen
5 Tips from Lucid Marketing's Kevin Burke
There are 83 million moms in the U.S. -- 4 million new ones each year. "They're involved in most purchase decisions in the household, across all categories," says Kevin Burke, President of Lucid Marketing.
Here, Kevin shares insights on these key word of mouth influencers.
Tip #1. Moms are your customers
Recent data suggests moms control 80 percent of household spending, and they are typically buying for themselves, their husbands, and their kids. Capture "Mom WOM" and you capture a huge market of valuable consumers for nearly every consumer business.
Tip #2. Moms are busy and discerning
Moms have more choices than in previous generations. They are pressed for time and often juggle a work-life balance. Moms multi-task skillfully because they have to. They're on the lookout for solutions to make life easier, which is one reason why they strongly embrace the internet. If stranded on a desert island and can only have one medium, they chose email over all others.
Tip #3. Moms are not classical influential profile
Moms value relationships to a greater extent than anyone else because they experience the strongest relationship anyone can have -- a mother and child. Moms are good at building relationships and enjoy sharing know-how. You can see relationships growing and word of mouth happening at ball games, bus stops, birthday parties, etc.
Tip #4. Moms are extremely credible with peers
Moms are big influencers in mom-to-mom dialogue. They are more likely to make personal recommendations to other moms, and they rank WOM from other moms as the most trusted means of finding out about new products and services. The thought process is as simple as, "she’s like me and knows what I face!"
Tip #5. Moms have widely differing behaviors
"Typical" mom activities? There are no such thing. Their busy lives lead them to all different places and experiences.
A recent Lucid study found moms who work full-time have the highest number of average daily contacts (46), while moms who are not employed have the fewest, at 18. But results switch with message board and chat room activity: 22 percent of moms not employed went on daily, while only 12 percent of moms who work full-time did. When asked about having their own blog, moms who worked part-time were much more likely to have one.
More about Kevin:
Read Kevin's WOMBAT presentation (PDF download)
Posted on 03/16/06 | 0 Comments | Link
How-To: Reviving a Forgotten Brand via Word of Mouth
5 Steps from Cole & Weber United's Jim Elliott
Jim Elliott, creative director of Cole & Weber United, had the task of reviving interest in a nearly forgotten Northwest icon, Rainier Beer (now owned by the Pabst Brewing Co.).
"If your campaign has soul, people will respond. Let it take on a life of its own, nurture it but don't control it, and be open to serendipity," Jim adds. Here, he shares a tips on reviving a brand by building a word of mouth campaign.
Tip #1. Find the talkers
Nothing gets people talking about beer like beer, so Jim went to bars. He drank, talked, and listened. Then he found two Rainier Beer fans and asked them to be his evangelists. They were sent to bars to talk, listen, and uncover the "one thing" that remained true among loyal Rainier Beer fans.
Tip #2. Give them something to talk about
Jim had his evangelists circulate a petition to get commercials dating from the 1970's back on the air. It gave people a story to tell, and the evangelists' personal crusade inspired people out of their indifference.
Tip #3. Create the tools to get the movement started
Jim gave his evangelists their own late-night TV show, their own web site devoted to all things Rainier, and their own pickup truck with a giant, neon R strapped to the back. They were sent to bars, parades, sporting events, and festivals. Rainier Beer was released in a limited edition can inspired by 1970's-era design.
Tip #4. Allow people to join the movement
Audience members were invited to call in to the late-night TV show, and die-hard fans were invited to appear on the show. A "Remembership" program was created on the web site. Weekly newsletters were sent to the growing Remembership base, and the two evangelists quickly became many evangelists.
Tip #5. Measure results
Tracking an integrated campaign operating on many levels is a slippery business. Jim looked at how people were interacting with the campaign, and which campaign elements were working the hardest. He tracked web site visits and Remembership sign-ups. He also used a quantitative brand tracker study.
More about Jim:
Read Jim's WOMBAT presentation (PDF download)
Posted on 03/ 8/06 | 0 Comments | Link
How-To: Conducting a Grassroots-Based WOM Campaign
5 Tips from The Prostate Net's Virgil Simons
Virgil Simons, founder of the Prostate Net, wanted to use word of mouth to deliver an important health message in underserved communities. The message urged men to get tested for prostate cancer. But he knew that for any outreach to be successful, he had to start at the grassroots level and find a source that men would consider trustworthy and credible.
Here, Virgil shares tips he learned from that experience in creating a grassroots-based word of mouth campaign.
Tip #1. Know your audience
Early on, Virgil knew he was really speaking to two communities: the medical establishment and the public. First, he needed the medical establishment to understand that what they had done in the past hadn't worked. Second, he had to convince men in the underserved communities to listen to the health message.
Tip #2. Identify your influencers
Knowing that barbers have historically played a role as influential communicators, Virgil worked with the medical community to identify barbers who could pass on the health message. Hospital employees were asked to bring their barbers in for an orientation that explained the importance of prostate cancer screening. The barbers were given brochures, videos, and other tools to help them spread the message. Every barber who went through the orientation received a plaque giving them recognition and status within the community.
Tip #3. Bring in other partners
Virgil then reached out to others in the community who had a vested interest in the community healthy. He brought in local food stores, radio stations, and local banks as partners to help spread the word.
Tip #4. Integrate with other media
Virgil looked for opportunities to involve local radio and television stations in the campaign. He sent out news releases and articles, and soon, the national media picked up the story with continuing articles that talked about the disease.
Tip #5. Replicate
Virgil provided a how-to manual for medical centers around the country that led them, step-by-step, through the process of creating a similar program. His public service announcements that were sent to media included information on programs taking place in cities around the country.
To date, the campaign has resulted in more than 300 barbers volunteering to help. So far, 10,000 of their customers have been screened, and 452 cases of the disease have been detected.
More about Virgil:
Read Virgil's WOMBAT presentation (PDF download)
Posted on 03/ 8/06 | 0 Comments | Link
March 29 Teleconference: Countering Negative Buzz with Pete Blackshaw and Jim Nail
How-To: Democratizing Marketing
How-To: Defining the Influencers
How-To: Selling a WOM Campaign Internally
How-To: Building Successful Buzz Campaigns
W hodgson on How-To: Synthesizing Oral Communication
Michael Rubin on 43 Ideas You can Implement Tomorrow (REVISED: LIST AVAILABLE IN COMMENTS FROM MICHAEL RUBIN)
Natalie Jost on How-To: Launching Blogs to Increase Sales
Deborah Chaddock on How-To: Putting Secret Insights into Practice
Ben Bicais on How-To: Creating a Web Site that Encourages WOM
James Clark on How-To: Joining the Conversation
Simon Adams on 43 Ideas You can Implement Tomorrow (REVISED: LIST AVAILABLE IN COMMENTS FROM MICHAEL RUBIN)
Jeremy on How-To: Synthesizing Oral Communication
john on 43 Ideas You can Implement Tomorrow (REVISED: LIST AVAILABLE IN COMMENTS FROM MICHAEL RUBIN)
Gina Kay on How-To: Synthesizing Oral Communication