George Dearing dot com

Word of Mouth Stats And Stages [McKinsey]

Filed under  //   marketing   peer+influence   word of mouth  

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."

Filed under  //   cause+marketing   marketing   word of mouth  

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.

Filed under  //   restaurants   social+networking   WOM   word of mouth  

Follow-Up Is So Underrated

(download)

Filed under  //   gaspedal   SuperGenius   word of mouth  

Sounds Like Best Buy Needs To Respond // "Optimization Is A Big Stupid Annoying Waste Of Money" According To The Consumerist

 

Filed under  //   best+buy   The+Consumerist   word of mouth  

6 Things I Learned At Word-of-Mouth #SuperGenius

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.]

Filed under  //   marketing   social+media   strategy   SuperGenius   telligent   texas+instruments   word-of-mouth  

Here's A Sampling From GasPedal's Upcoming "Word of Mouth Supergenius" Event

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]

"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."

Filed under  //   andy+sernovitz   marketing   video   word of mouth   word of mouth marketing