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Six Degrees Communications Word Of Mouth And Social Media
1. Generating Word of Mouth with
Social Media
Melissa Pelto MA
Six Degrees Communications
2. Social Media is…
Participatory online media
where news, photos,
videos and podcasts are
made public via social
media websites through
submissions. Normally
accompanied with voting
process to make media
items “popular”
Wikipedia
Friday, January 12, 2008
4. Word of Mouth
Word of mouth is a reference
to the passing of
information from person to
person. Originally the term
referred specifically to oral
communication, but now
includes any type of
human communication,
such as face to face,
telephone, email, and text
messaging.
Wikipedia
January 12, 2010
5. Word of Mouth Core Concepts"
• Everyone talks about products and services
o Not about celebrities- it is about everybody
o Mom Bloggers
• Fundamentally different from other
“alternative” forms of marketing
o Honest, genuine sharing of opinions
o Can be stimulated but not controlled
6. Word of Mouth Core Concepts
• Word of mouth proliferates in unpredictable
ways
o Tickle Tap Apps in the Globe and Mail
• There are limited word of mouth windows
o There has to be something new or noteworthy
• Word of mouth is product story telling
o People tell stories about their experiences and
the marketing messages get woven into the
stories and changed in the process
7. Word of Mouth Core Concepts
• Word of mouth does not have to be good
or bad
o Can provide an opportunity for a company to
gain credibility, create loyalists and bring out
quiet advocates
• Word of mouth is the basis for a new
approach to marketing
• Third party credibility!!
9. Social Media Core Concepts
• Engaging with communities
• Spin vs. relevance
• Value added
• Becoming an information hub
• Genuine conversations- communicating with, not
to
• Dialogue
• Transparency
• Relationships
• Conversation tools and networks
11. Social Media Tools
• Blogs
• Facebook
• Micro Blogging
• Personal Pages
o Twitter
• Fan Pages
o Tweetdeck
• Groups
o Hootsuite
• Events
• Causes
12. Blogs
• A blog is a “web log”
• Type of website usually maintained by an
individual with regular entries of commentary,
descriptions of events, or other material such as
graphics or video
• Entries are commonly displayed in reverse-
chronological order
• Contains tags and categories
• One of the most pervasive forms of social media
• Not every blog is created equal
14. Types of Blogs
• Personal
o ongoing diary or commentary by an individual
• Corporate and Organizational
o Internal- communication
o External- marketing, branding and PR
• By Genre
o Travel Blogs
15. Types of Blogs
• By Device
o Defined by which type of device is used to
compose it
o Moblog- a blog composed from a mobile
device
• By Media Type
o Vlog
o Photoblog
17. Corporate and Organizational
Blogs
Jeremiah Owyang discusses how to get the most out of business
blogging in “Web Strategy: How to Be a Corporate Blog Evangelist:
• Delight your audience
• Harness the power of rapid
• Demonstrate openness
response
• Express goodwill
• Casually release products and
• Provide thoughtful leadership
get feedback
• Mitigate PR damage risks
• Create word of mouth
marketing
• Control the conversation in
your market
• Amplify a strategic message
• Use blog as a competitive
• Develop a product with
positioning tool to create
customers in real time
visibility and
18. Blog Community
• Blogosphere
o The collective community of all blogs is known
as the blogosphere
• Blog Search Engines
o Technorati- most popular blog search engines,
provides current information on both popular
searches and tags used to categorize blog
posting
o Google Blog Search
19. Twitter (Micro Blogging)
• Send and read messages
known as tweets
• Tweets are text-based posts
of up to 140 characters
• Displayed on the author's
profile page
• Delivered to the author’s
followers
• Internet Text Message
• @username
• #hashtag
• RT@username
21. Tools for managing tweets
• Tweet Deck
• www.tweetdeck.com
• Software for
managing accounts
• Can program
searches to monitor
twittisphere
22. Tools for managing twitter
accounts
• Hootsuite
• Professional
twitter client
• Allows you to
manage more
than one
twitter
account
23. Facebook
• Social Networking site where
users can add friends and
send them messages, and
update their personal profiles
to notify friends about
themselves
• Users can join networks
organized by city, workplace,
school, and region
• As of January 2009,
facebook was the most used
social networking site
24. Facebook Pages
• Personal Pages
• Fan Pages
• Groups
• Events
• Causes
40. Objectives of Campaigns
• Increasing revenues
from new sources?
• Engage current
supporters?
• Build awareness?
• Recruit volunteers?
41. Audience
• Who is your audience?
• What kinds of social
media do they
participate in?
• What are they talking
about?
• How can I add value
to the conversation?
42. Measurements
• Google Alerts
• Hash Tags
• Facebook Fans
• Twitter Followers
• Web Traffic
• Blog Comments
• Brand Sentiment