How-To: Synthesizing Oral Communication
5 Tips from BIGresearch's Joe Pilotta
"Word of mouth marketing is the type of marketing that most people already knew was important, but they never had a very systematic way of looking at what it means and how it works," says Joe Pilotta, VP of Research for BIGresearch.
In order to make WOM practices work together, you must have a way of synthesizing efforts. Here are Joe's five tips to make it happen:
Tip #1. Don't put WOM in isolation
Word of mouth campaigns can't be isolated from other marketing campaigns. That only puts them into a silo -- exactly what marketers should shy away from.
Tip #2. Learn where WOM works best
Word of mouth can be done in a variety of ways, but not every form of communication works as well as others. The best WOM occurs when it is similar to the way people truly speak. Face-to-face communication is obviously important, and cell phones with IM can be used successfully. Even text messaging, because of its use of a sort of encrypted language, can also be a successful WOM medium.
Tip #3. Consider the category of product
Marketing should be tailored to the type of media style for the category in which you are involved. Not all categories work well for WOM. For example, word of mouth is very useful in the electronics category, but not as useful in the area of purchasing groceries.
Tip #4. Be aware of where WOM is coming from
Companies too often look at WOM as originating from consumers' mouths. But very seldom do people "fall out of the sky" with great opinions. Generally, those opinions are taken from some form of media, whether it's from print or broadcast media or from the company itself.
Consequently, look not only at what your influencers are saying, but at what other media they are consuming that is helping shape their word of mouth.
Tip #5. Analyze and look for the real meaning
What is actually said in WOM is not always what is meant. Ask yourself: "Is it jest? Is it tongue-in-cheek? Is it serious?" Often, the people analyzing word of mouth look strictly at the transcript of what is said. Instead, look at the meaning behind the words, as well as the words themselves.
More about Joe:
Read 2005 Measuring Word of Mouth presentation (PDF download)
Comments
But i believe WOM is the most unreliable source of communication and that's a general tendency. Neither the customers nor the media can make it effective in anyways to persuade people to buy their products.
Posted by Shaun Krislock on 07/28/06
As the CEO of one of Australia's fastest growing privately held businesses I am often asked what causes WOM
So for me Tip# 6 is give them something worth saying.
Posted by Naomi Simson on 08/ 1/06
Thanx for the tips!!I m expecting a better future in marketing with your wonderful ideas.They are quite difficult to follow but undertaking risk is the first and foremost fact of marketing since profit is the reward for risk bearing.
Posted by Gina Kay on 08/ 1/06
Shaun, though its the most unreliable source but its the one and only one source which can bulid a company's goodwill in a moment and ruin in a moment too. Its the most effective way of marketing and advertising the products.
Posted by Jeremy on 08/ 4/06
As an independant salesman I agree with all 5 tips, but for me #4 is the most important. Cheers
Posted by W hodgson on 09/29/06