Word of mouth presentation for not for profit organisations 23 may 2009

1. Key Audiences Word of mouth marketing “ The idea of word of mouth is very Zen. You put the idea out there, let go, and if people like you and trust you, they'll spread the word” Variety Magazine 21 July 2005

2. Traditional Marketing Advertising clutter Media fragmentation Consumers tuned out Less effective More expensive Less trusted What do you think of traditional marketing? So, is there anybody out there listening? watching? reading?

3. People passing honest information to others What is word of mouth?

4. What are the advantages of word of mouth marketing?

5. 40 000 years Intimate … our natural desire to share information and feelings Credible … people believe other people Free … costs nothing Speed … can be remarkably quick Why word of mouth is different?

6. Pre-conditions for word of mouth marketing the issue your group You must be credible You must provide a worthwhile benefit, product or service Your touch points must reflect your value You give people opportunities to talk about you

7. The touch points of a product

9. Word of mouth thru networks Network B Network A key influencer or hub

10. Key influencers Advocates Champions Sneezers Alphas Opinion leaders Shapers Early adopters Hubs Key Influencers Personality Experience Skills Longevity Rank, title, position

11. Locating key influencers Self identify Key professions/organisations Prominent individuals Observation

12. What can key influencers do? Pass your information through their networks using their … language credibility communications

13. CONNECTORS ALPHAS OPINION LEADERS SNEEZERS PEERS WHO ARE NETWORK HUBS Face to face Stories Pass-on tools Continuous contact Face to face works best Explain who you are … why you are worth listening to Tell stories Ask for specific help Provide pass-on tools Thank you’s and rewards Keep continuous contact Recruiting key influencers

14. Keep information… Personal Simple Illustrate with stories The power of stories

15. Pass on tools business cards forward-able email brochures leaflets details of events ready to go text for newsletters, websites video, audio, images samples, coupons, discounts stories

16. Opportunities Opportunity Opportunity Opportunity

17. events as opportunities

18. Types of event launches award ceremonies trade shows site and open days conferences, seminars, meetings and workshops commemorative occasions festivals, fairs, carnivals, shows, balls, cake stalls sporting events cultural performances, concerts, exhibitions media events on-line events

20. Essentials of a good talk Prepare … prepare… prepare Make compelling content with facts, figures and stories Keep it short A speech is never a commercial Follow-up with handouts, cards, ezines

21. E-mail Video sharing Blogs Social media sites SMS Twitter Digital word of mouth marketing

22. Advantages of on-line communications Can be quickly produced and distributed Permanent Can reach many people Disadvantages On-line commitment People can comment Scary for some Digital word of mouth marketing

23. Track …. How many key influencers do you have ? What are key influencers doing for you? How are people finding out about you? What referrals are you getting? How many people visit your video, blog, Facebook etc? Staff/Volunteer/Board feedback Tracking word of mouth

24. Summary Identify, recruit and maintain relationships with key influencers Provide simple messages and pass on tools to encourage conversations Use many channels to keep the conversation going Track your conversations and see what works Ensure your issue is sound Identify who you need to reach

25. Three things I will do to start word of mouth marketing