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The WOMMA site has a nice section defining Word-of-Mouth Marketing. In the next several post, I’ll be taking my material from that site.
Below is Part 5.
Good word of mouth marketing strategies involve finding ways to support satisfied customers and making it easier for them to talk to their friends.
1. Encouraging communications
- Developing tools to make telling a friend easier
- Creating forums and feedback tools
- Working with social networks
2. Giving people something to talk about
- Information that can be shared or forwarded
- Advertising, stunts, and other publicity that encourages conversation
- Working with product development to build WOM elements into products
3. Creating communities and connecting people
- Creating user groups and fan clubs
- Supporting independent groups that form around your product
- Hosting discussions and message boards about your products
- Enabling grassroots organization such as local meetings and other real-world participation
4. Working with influential communities
- Finding people who are likely to respond to your message
- Identifying people who are able to influence your target customers
- Informing these individuals about what you do and encouraging them to spread the word
- Good-faith efforts to support issues and causes that are important to these individuals
5. Creating evangelist or advocate programs
- Providing recognition and tools to active advocates
- Recruiting new advocates, teaching them about the benefits of your products, and encouraging them to talk about them
6. Researching and listening to customer feedback
- Tracking online and offline conversations by supporters, detractors, and neutrals
- Listening and responding to both positive and negative conversations
7. Engaging in transparent conversation
- Encouraging two-way conversations with interested parties
- Creating blogs and other tools to share information
- Participating openly on online blogs and discussions
8. Co-creation and information sharing
- Involving consumers in marketing and creative (feedback on creative campaigns, allowing them to create commercials, etc.)
- Letting customers ‘behind the curtain’ to have first access to information and content
NEXT: Unethical Word-of-Mouth Marketing Strategies
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