Some Public Relations purists seem to be giving a derisive sniff to all of the interest paid to Word-of-Mouth and word-of-mouse marketing. They contend, and deservingly so , that new innovations have always had vocal early adopters, and publics have long sought out communities of interest to help them create important decisions.
The complaints tools meant to around the fact that other related but sometimes competitive disciplines – advertising, direct marketing, Web marketing, research and also management consulting – are “stealing” the Word-of-Mouth Marketing concept and calling it their own.
Get over this. The time you spend complaining is time you should be spending polishing your Word-of-Mouth Marketing skill set.
Earlier this year, we arranged a meeting with six of our colleagues in the Worldcom Public Relations Group to compare notes on each agency’s Word-of-Mouth Marketing programs. In reviewing every firm’s Word-of-Mouth marketing formal plus informal programs, we found a typical thread that runs through all of our effective Word-of-Mouth Marketing attempts.
Below are a few of the most prevalent themes:
You Can’t Do It Without Research
Quite possibly the biggest difference between today’s Word-of-Mouth Advertising Social Media programs and the ones conducted in the past is the ability to ground the program in research that improves the likelihood of its success.
Bain Consulting Group has pioneered a “Net Promoter Score” that will assigns a score to a company’s recommendability based on a single question: “How likely would you be to recommend this company’s product or service to somebody else? ”
Kaizo has created a research technique that identifies the reasons why an individual would make that recommendation.
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This same research methodology could be used to discover why employees refer employers, or precisely why investment analysts recommend securities.
Getting yourself into the hearts and minds of the organization’s biggest fans and most severe detractors is critical to creating your cadre of Word-of-Mouth marketing advocates. With out research, you’ll be guessing, and you’ll likely be wrong -more importantly you will be missing an essential metric to prove if your efforts are paying off.