Word of Mouth Stats And Stages [McKinsey]
via web.hbr.org
Seth's Blog: The circles (no more strangers)
"The problem is that strangers are difficult to convert. And the other problem is that they're expensive to reach. And the hardest problem is that we're running out of strangers."
How Houlihan Restaurants Uses Its Social Network
Houlifans are recruited from a database of 600,000-plus customers who either visited the corporate Web site or signed up in-store for email coupons. Each must fill out a questionnaire that tests both their "brand love" and how socially active they are beyond the keyboard. HQ averages between 200 and 400 fans per restaurant, most of whom bring in friends once a week. "You can't buy that," Gulvik says.
via fastcompany.com
6 Things I Learned At Word-of-Mouth #SuperGenius
1. It’s never been more important to have brand consistency by bridging offline and digital. If your online persona is built on trust, you better bring that same trust to the conference room.
2. Big marketing is still big marketing. The thing that’s different is companies are chipping away person by person instead of campaign by campaign.
3. Not enough resources are being committed to developing a holistic approach to marketing and word-of-mouth. When you get just a fragment of someone’s work week, the result is a fragmented strategy. Go figure.
4. Practitioners are getting better at building the business case for their initiatives, and ROI isn’t always the anchor. Texas Instruments knew that peer-to-peer collaboration would help its business. Could they tie specific numbers to that interaction before they built their community? Of course not.
5. There will be huge dollars spent in 2010 on understanding influence. We’ll only scratch the surface.
6. I should have put my Twitter handle on my business card.
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[Note: For a recap of the Texas Instruments case study presentation at the Word of Mouth SuperGenius conference, click here.]
Here's A Sampling From GasPedal's Upcoming "Word of Mouth Supergenius" Event
via damniwish.com
Here's a few of Saul's tips.
- Sometimes less is more. People will talk about you more when you don’t talk so much about yourself. The more you keep your mouth shut, the better you’re doing.
- Communicate rather than sell. Always try to connect with the consumer on more than just a business level. As Saul says, business actually begins when you stop selling.
- Ask people to spread your message. Sometimes even the biggest fans don’t know how to talk about you or how important their word of mouth is to you.
Give away a product experience to get people talking [Andy Sernovitz]
via damniwish.com
"You will never have a better marketing moment than a real customer telling their friends. You'll never beat the novelty value and excitement of a first-time user."
George Dearing
Founder @ Dearing Group LLC.
George can be reached via email at george@dearinggroup.com or on Twitter, and Facebook Subscribe to this site via RSS here.
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