Word Of Mouth Marketing (WOMM)

Presented By:

Tinaaz Wadia 56Sanket Vyas 55Pooja Vora 54

Flow Of Content What word of mouth? What is WOMM? What is it not? WOMM communication pattern Traditional marketing VS WOMM Where WOMM fits? Organic VS Amplified WOMM WOMM umbrella term Key ingredients of WOMM Strategies of amplified WOMM 5 T’s of WOMM Positive and Negative WOMM Case study

What Is Word Of Mouth?“Positive or negative communication of products, services and

ideas via personal communication of people who have no commercial vested interest in making that recommendation”

- SilvermanIn Simpler terms: Word of mouth is what everybody is taking about. Word of Mouth is the act of consumers providing honest

information to other consumers

”“

Giving people a reason to talk about your stuff, and making it easier for that conversation to take place.

- Andy Sernovitz

Art and science of building active, mutually beneficial customer-to-customer and customer-to-marketer communication.

What Is Word Of Mouth Marketing?

The trick of getting your customers to talk about you. One of the most inexpensive and effective ways of marketing.

C2C communication happening online/offline by phone conversations, gossips, blogs, social media tools, emails, etc.

So.. What Is Not?

Stealth Marketing Shilling

Infiltration

Comment Spam

Falsification

Word Of Mouth Communication Pattern

Traditional Marketing VS WOMM

Word Of Mouth Marketing Traditional Marketing

U.S WOMM Statistics

Few more facts..•Two thirds of the U.S Economy driven by WOM•Law of FEW: 10% influence purchasing behavior of other 90%•85% prefer buying on WOM recommendation

Where Does WOMM Fit?When a product, service or concept is (or perceived as):

―Expensive or a significant investment―Complicated or complex―New or innovative―Mature with new ideas

Or when a product, service or concept requires repositioning

Organic VS Amplified WOMM

Organic WOM occurs naturally as a result of the product/service on its own

Amplified WOM is generated by marketers from a special marketing effort.

Practices that enhance Organic WOM:

Focusing on customer satisfaction.Improving product/service quality.Responding well to concerns and criticisms.Earning customer loyalty.

Practices amplifying WOM activity:

Developing tools that enable people to share their opinions.Identifying & reaching out to influential individuals/communitiesResearching & tracking online conversationsMotivating the talkers to promote

“Word of mouth is not created, it is co-created. People will only spread your virus if there is something in it for them.”

-Hugh MacLeod

The WOMM Umbrella Term

8 main types of WOMM:

Buzz marketing Cause Marketing Conversation

Marketing Community

Marketing Evangelist

Marketing Grassroot Marketing Influencer

Marketing Viral Marketing

CREDIBILITY

SKEPTICISM

TRUST!

Effective WOMM

Key Ingredients in WOMM

How Does WOMM Work?WOMM is based on the principle that uses influencers to

spread a message- online and offline. Activating online word-of-mouth is not free any more than activating word-of-mouth in the offline media. Key to WOMM is how many important influencers the company reaches not how many people/customers.

Getting Word Of Mouth

The Process:

Identify the talkers

Provide a topic

Supply the tools

Join the conversation

5 T’s Of WOMMWOMM campaign is built on top of the

FIVE T’sbecause marketing guys like to make things formal!

5 T’s of WOMM• Talkers: Who will tell their friends

about you?

• Topics: What will they talk about?

• Tools: How can you help the message travel?

TopicsBe remarkable or be invisible.

ToolsMake is easy to talk.

• Taking Part: When and how should you join the conversation?

• Tracking: What are people saying about you?

Positive word of mouth: 1 happy customer might tell max 5 others

Negative word of mouth: 1 unsatisfied customer may tell 10 others

Positive & Negative WOM

Impact Of WOMM

Case Study: Obama Campaign

• Repeatable messages

• Multiple occasions

• 332 electoral votes