speaker: thomas metzler
DESCRIPTION
"Get people talking!"Getting word of mouthTRANSCRIPT
Word of Mouth Marketing Thomas Metzler
Psychologist, Economist Founder & CEO Kjero
Sernovitz (2009)
„Give people a reason to talk about you. And please, I beg you, stop for a minute
before you buy more advertising. Think about how much money you are about to
spend. Think about how fast you, and everyone else in the world, flip past
hundrets of ads without even noticing them. Don’t run another ad unless it is truly
worth talking about.“
0% 20% 40% 60% 80% 100%
* Nielsen (2009)
Three Word of Mouth Marketing rules:
#1: Be worth talking about!
#2: Exceed the expectations!
#3: Strengthen the relationship!
#1: Be worth talking about!
#1: Be worth talking about!
#2: Exceed the expectations!
#3: Strengthen the relationship!
#3: Strengthen the relationship!
„80 % of the differentiation to the competitor
is through our service values“
- Greg Merrick, Ritz Carlton
#3: Strengthen the relationship!
Ritz-Carlton Gold Standards
Motto:
„We are Ladies and Gentlemen serving Ladies and Gentlemen“
Service Values:
„I build strong relationships and create Ritz-Carlton guests for life.“
„I am empowered to create unique, memorable and personal experiences for our guests.“
Three Word of Mouth Marketing techniques
#1: Create product experiences!
#2: Get in contact with talkers!
#3: Make it easy to share!
#1: Create product experiences!
Tryvertising
#1: Create product experiences!
Kodak vs. Darbo
Influencer vs. crowd
7 bloggers
Kodak cameras
Interested readers
500 exclusive tester
Darbo Teasyrup
Austrian households
#2: Get in contact with talkers!
#3: Make it easy to share!
The Five T‘s Sernovitz (2009)
The Five T‘s
1: Talkers (Find your Talkers, e.g. Customers)
2: Topics (Be worth talking about, e.g. new feature)
3: Tools (Help to spread the message, e.g. coupons)
4: Taking Part (Join the conversation, e.g. join discussions)
5: Tracking (Measure and understand, e.g. search blogs)
Thomas Metzler
Founder & CEO Kjero
Mobile: +43 699 170 98 999
EMail: [email protected]
facebook.com/MetzlerThomas
twitter.com/MetzlerThomas
www.kjero.com
Thanks for your attention!
Contact Details
Picture credits:
http://commons.wikimedia.org/wiki/File:Mercedes_SLR_McLaren_Silber.jpg