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Archive for the ‘word of mouth’ Category

Pure friggin’ genius. 😀

Click on the image to play the video.

Hat tip to Dan Hollings.

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Let’s travel back to 2005, when Word-Of-Mouth (WOM) hadn’t yet been hijacked by clueless and myopic marketers looking to make a quick buck off the promise of this strange but powerful thing called authenticity:

From a two-year-old post by John Moore on his Brand Autopsy blog:

“My advice to clients is to spend dollars to make the product more remarkable, not to make the word of mouth tactic more remarkable. Otherwise, all people will be talking about is what your company did and not what your company does.

When working with clients, I stress the importance of TELLING THE STORY and not Making Up a Story.

TELLING THE STORY is about designing marketing communications to deliver on the promise all the while being clever, savvy, authentic, and true to the brand. It’s about treating consumers as being interesting and interested.

While, Making Up a Story is when marketers engage in outrageously gimmicky attention-grabbing antics that over-promise and woefully under-deliver. These marketers treat consumers as being boring, indifferent, and brainlessly gullible.

To me, the Subservient Chicken, Ugoff, Dr. Angus, and The King are diversionary marketing actions designed to get consumers to focus on the kooky creative Burger King did and not on the food Burger King does.”
Next time a marketing firm or ad agency comes to you with a WOM strategy, do yourselves and your customers a huge favor by making sure they aren’t just talking about messaging or creative.

Spend dollars to make the product more remarkable,
not
the word of mouth tactic more remarkable.

Can we officially make this one of the ten commandments of Word of Mouth Marketing?

Pretty please?

Have a great Thursday. 🙂

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From Francois Gossieaux’s brilliant Emergence Marketing blog this week:

Reveries.com conducted a survey on the potential of social networking sites like Facebook, LinkedIn and Myspace as media for marketing activities (pdf download of survey summary results and analysis are here). The main finding seems to be that marketers are in the very early stages of truly understanding the potential of these new networks – with only 18% of the respondents calling the potential of online social networks as a medium for marketing “huge”.

Other interesting tidbits from the survey include the fact that marketers see “word of mouth” as the most promising aspect of social networking sites, and that many pointed out that marketers should participate in the conversations that take place on those sites without interrupting them.

Unfortunately, the reality is that many spammers have already invaded Facebook, Myspace and other similar sites. Go check the walls of the most popular interest groups in Facebook to see for yourself – many are littered with posts that are total sales pitches or with information that is totally irrelevant to the group’s conversation.

Speaking of Word-of-Mouth, EM has an interesting post on the subject as well:

The latest issue of the Harvard Business Review has an article on how to calculate the value of customer referrals (article not online yet).

They conducted two studies – one in telecom and one in financial services. Some interesting findings from those calculations include:

  • People refer way less than they say they do
  • The customer referral value is higher than the customer life-cycle value
  • The people with the highest customer life-cycle value are not the ones with the highest referral value
The importance of these findings are twofold. First you need to segment your customers along the customer life-cycle value axis, but also along the customer referral value axis. That will enable you to target your incentives to groups to either increase their usage or increase their referrals, or both. Second, this research shows that customers will low customer life-cycle value can in fact have a higher value to your company through referral value than those with high customer life-cycle value.

Read more stuff from Francois here.

Good stuff to chew on. Have a great Tuesday, everyone. 🙂

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