Louise Rijk: Integrating Word of Mouth Marketing into the Advertising Mix.
Word of Mouth is the act of consumers providing honest information to honest consumers. It’s driven by influencers with large social networks who are inspired to talk positively about a brand, product or service. Organic WOM – Occurs naturally when people become advocates because they are happy with a product or service. Amplified WOM – When marketers launch campaigns to accelerate organic WOM (WOMM).
WOMM happens when people are given a reason to talk about a product(s) or service(s) offline or online. It is based upon driven customer satisfaction, two-way dialog and transparent communications.
Online WOMM: It includes online consumer activities using Internet tools that allow the exchange of ideas about products, services, and brands through the social networks. It does not dissipate after a conversation as in the offline world. It’s share is small but growing.
The Return of Conversation in the Social Order. Today, WOM and Advertising are working together.
Organic WOM is the most effective. People on the receiving side of WOM are more impressed by advice given by those who used the brand. People are more inclined to recommend after exposure to marketing / advertising.
Todd Parsons: New Ways To Measure and Capitalize on WOM.
Blogs are the ultimate WOM. More readers follow links in blogs to discover new content than the do keyword research. Links in blogs rank just as high in trust as a personal recommendation. It’s not a “get in, get out” mentality…71% of readers read more than 1 blog per session.
Research / Measurement: What is being said already? How big is the conversation? Who’s participating? Who’s leading? 2 Strategies to consider: Create, extend or modify existing online WOM. Leverage WOM as new inventory for existing online advertising campaigns.
Online WOM as “New Media”. Leveraging existing WOM as inventory for ads.
Research / Analysis is critical; Understand your specific objective; Measurement is key; Extend WOM Shelf life.
Ben Fisher: Understanding Blog Conversation and Interaction.
Do your research: DECIDE (Determine, Evaluate, Create, Identify, Develop, Effectiveness)
Todd Mintz knows PPC…knows Social Media…knows SEO…knows Blogging…knows Domaining…and knows them all real well. He runs growth marketing for )and is also a Director & Founding Member of SEMpdx: Portland, Oregon’s Search Engine Marketing Association, and he can be found here on Twitter and Facebook.