One of the most critical dimension of Marketing 2.0 lies in Word of Mouth Marketing (WOMM). As defined in wikipedia:
“it is a term used in the marketing and advertising industry to describe activities that companies undertake to generate personal recommendations as well as referrals for brand names, products and services.”
WOMM in my opinion was first identified by Regis McKenna when describing the market infrastructure in his aging book The Regis Touch. WOMM now has its association Word of Mouth Marketing Association and his guru Word Of Mouth Marketing: How Smart Companies Get People Talking – Andy Sernovitz. As Andy puts it, here is his WOMM Manifesto:
“1. Happy customers are your best advertising. Make people happy.
2. Marketing is easy: Earn the respect and recommendation of your
customers. They will do your marketing for you, for free.
3. Ethics and good service come first.
4. UR the UE: You are the user experience (not what your ads say you are).
5. Negative word of mouth is an opportunity. Listen and learn.
6. People are already talking. Your only option is to join the conversation.
7. Be interesting or be invisible.
8. If it’s not worth talking about, it’s not worth doing.
9. Make the story of your company a good one.
10. It is more fun to work at a company that people want to talk about.
11. Use the power of word of mouth to make business treat people better.
12. Honest marketing makes more money.” — Andy Sernovitz
Let’s make sure you’ve got a WOMM plan embedded in your coming PR activities. It is cheap, mostly effective, but terribly difficult to ramp up. Who are the individuals you’re targeting? How do you approach them without sounding too much biased? How do you recognize them? With what stories and messages do you nurture them? All these questions need to be addressed prior initiating your WOMM as WOMM is Marketing 2.0 lethal weapon.
– Image courtesy of The influencers at http://www.theinfluencers.ca