4. WOM is different
40 000 years
Intimate the desire to share information
Credible people believe people they know
Free costs nothing
Speed often starts slowly then quick to
then spreads quickly
11. Who are talkers?
Key influencers
Stakeholder
Advocates
Position
Champions
Personality
Sneezers
Experience
Alphas
Skills
Opinion leaders
Longevity
Shapers
Early adopters
Hubs
14. Recruit talkers
Research
Face to face
Stories
Pass-on tools
Face to face
Continuous contact
Explain who you are
Tell stories
Ask for help
Thank you
Keep contact
24. Sample 12 month program
Find talkers and develop topics Sep – Dec
Approach talkers Jan - Mar
Keep contact Apr – Jun
Revise program and re-connect Jul - Sep
25. Track
Number of appointments
Number of talkers
How they help?
Frequency of conversations
What is the impact
How much effort they need
Anecdotes and feedback
26. Social media and WOM
Benefits
Easily produced and distributed
Permanent
Can reach many people
Cost
Drawbacks
Fans, followers and fails
Comments and criticisms
Newbie nerves
27.
28. how to’s of social media for WOM
Establish accounts
Find existing communities
Listen
Contribute to conversations
Create your own community
Advocate and shape the conversation
Ask others to share your content
Crowd source content for your accounts
Encourage others to interpret your issue
29. Summary
Is your issue credible, valuable and consistent?
Identify talkers
Provide topics
Offer pass-on tools
Develop a timetable
Track the conversation