|
 |
| |
An Introduction to WOM Marketing with Definitions:
Word of Mouth: The act of consumers providing information to other consumers.
Word of Mouth Marketing: Giving people a reason to talk about your products and services, and making it easier for that conversation to take place. It is the art and science of building active, mutually beneficial consumer-to-consumer and consumer-to-marketer communications.
|
|
| |
What is WOM Marketing?
Word of mouth is a pre-existing phenomenon that marketers are only now learning how to harness, amplify, and improve. Word of mouth marketing isn't about creating word of mouth -- it's learning how to make it work within a marketing objective.
That said, word of mouth can be encouraged and facilitated. Companies can work hard to make people happier, they can listen to consumers, they can make it easier for them to tell their friends, and they can make certain that influential individuals know about the good qualities of a product or service.
Word of mouth marketing empowers people to share their experiences. It's harnessing the voice of the customer for the good of the brand. And it's acknowledging that the unsatisfied customer is equally powerful.
|
|
| |
Word of mouth can't be faked or invented. Attempting to fake word of mouth is unethical and creates a backlash, damages the brand, and tarnishes the corporate reputation. Legitimate word of mouth marketing acknowledges consumers’ intelligence -- it never attempts to fool them. Ethical marketers reject all tactics related to manipulation, deception, infiltration, or dishonesty.
|
|
| |
All word of mouth marketing techniques are based on the concepts of customer satisfaction, two-way dialog, and transparent communications. The basic elements are:
• Educating people about your products and services
• Identifying people most likely to share their opinions
• Providing tools that make it easier to share information
• Studying how, where, and when opinions are being shared
• Listening and responding to supporters, detractors, and neutrals
|
|
| |
|
|
|
|
|
|
|
| |
|
|
| |
|
|
WOMMA is accepting applications for School of WOM “faculty members” to present business case studies and best practices showcasing proven Word of Mouth & Social Media programs that generate customer-driven conversations.
Learn more and apply today!
|
|
|
|
|
|
|
|
|
| |
|
|
| |
Updates and reactions to the FTC's Guides Concerning the Use of Endorsements and Testimonials in Advertising. Learn More |
|
|
|
|
|
|
|
| |
|
|
| |
Before you leave, make sure you see these. |
|
|
|
|
| |
|
|
Webinar Library
Download podcasts, presentation decks, and watch SlideShares of WOMMA Webinars and Brand Council Webinars.
Visit the Library |
|
|
|
|
|
WOM 101
Learn the art and science of creating effective marketing programs that get customers talking.
Download PDF |
|
|
|
|
|
Ethics Toolkit
The WOMMA Ethics Toolkit defines best practices, baseline rules, and asks 20 questions to help you ethically comply.
Download PDF |
|
|
|
|
|
|
|
|
| |
|
|
| |
Learn from the brands and agencies that successfully developed and measured WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
|
|
|
|
|
| |
31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
|
The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
|
|
|
|
