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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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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 WOM campaigns. Stand on the shoulders of these giants, use their lessons learned, and grow your WOM knowledge.
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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.. |
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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.. |
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