Why do people themselves talk about the product they like, about a successful purchase, about a good shampoo, discounts, perfumes? Because they really like products that have a good reputation. And special advertising is not needed when word of mouth is working. In marketing, the term sounds more professional.
Andy Sernowitz devoted his book to the study of the issue of the OGG - "one citizen said" - his book. It is dedicated to word of mouth marketing and talks about how enterprising companies make public opinion work in their interests. The most interesting and useful business ideas for advertising at no cost will be discussed in this article.
A few words about the author of the book
Currently, Andy Sernowitz is the head of the consulting company GasPedal. His business specializes in researching how communities, communities and individuals can influence the promotion of products, services and sales.
Word of mouthmarketing, exploring its possibilities brought together leaders of leading business brands.
In addition, Sernowitz lectures on word of mouth marketing at the Wharton School of Business, Northwestern University, founding the Interactive Marketing Association and Association for the Study of it.
New is forgotten old
On the transfer of information by word of mouth, as a method of tactical marketing, experts have known since the end of the twentieth century.
Today, as Sernowitz argues in his book, word of mouth marketing has improved. With this branding approach, it's quick and easy to get users or consumers to talk about any item they sell.
In his book Word of Mouth Marketing. How smart companies make themselves talk Andy Sernowitz argues that it is not necessary to be recognized as a marketing guru, you just need to learn how to use the tools of communication between people.
These methods, tactics and rules for using public opinion or, more simply, rumors, are described in the word of mouth marketing manual.
Tell me about your purchase
That's the way people are - they like to talk about products, cars and computers, new or old TV shows, hair products - in a word, about things of daily use.
As a rule, the mentioned randomly purchased product, product or service can be criticized or someone will send their critical opinion to the Internet, and therealready millions of people will read the criticism.
It also happens the other way around: people vying to praise your product, your services, claim that it is good to deal with you.
They can discuss it with neighbors or write it on the Internet, where the message will again be read by thousands of your potential buyers.
Word of mouth marketing can therefore have a positive or negative effect on any product or service. And it's a proven fact.
Unlimited testing of your ideas, initiatives is real if word of mouth is launched in marketing.
Most importantly, get people talking and talking about you and your products.
Two types, two tasks
According to Andy Sernowitz, word of mouth marketing in the modern world makes extensive use of the tools that provide the latest developments in society.
However, the concept is that this way of conquering the market poses two main tasks:
- Give people a reason to talk about you.
- Do your best to keep the conversation going smoothly and in the right direction for you.
Control and lack of spontaneity - a clearly planned course for communication with the consumer.
This is what the author writes in his book "Word of mouth marketing. How smart companies make themselves known":
It often comes down to emotion rather than the products themselves and their features. People talk about you because they want to look smart, help others, or feel important
The author divides existing modern marketing into two main types: organic and enhanced.
Organic is associated with the desire of the consumer to praise the chosen company, manufacturer, for example, teenagers wear T-shirts, glasses, bags with their favorite brands of music companies, fashion designers, fashion brands. Usually this look is associated with the positive qualities of your company.
Intensified word of mouth marketing involves a set of measures, launching special actions designed to get different people to talk about you or your company.
Firm on trust
Any firm, commercial organization or aspiring businessman should remember that trust does not appear out of thin air. The product or service offered to the consumer must really be good, unusual, meet consumer aspirations. Only in this case it is possible to launch targeted word of mouth marketing.
The process consists of several important elements, these are:
- People who tell friends and acquaintances about you are public speakers, as Andy Sernowitz calls them in the book Word of Mouth.
- An important tool - what to talk about, the choice of topic.
- Determine how information about you or your product will be distributed.
- How will you directly participate in the topic - enter into a conversation, maintain correspondence, further disseminate information.
- The process of tracking all information, responding to comments, thank you for the praise.
There is onethe subtlety of how to run word of mouth marketing, the book says:
Such marketing can't always evolve and expand indefinitely.
You can spoil its development yourself - for example, if you start offering people money or prizes for saying nice things about you. Mixing money with love is usually a bad idea”
Trust and more trust, people really need to tell the truth about what they like and don't like.
Trust cannot be faked or bought. Leave comments on the forums correctly, always making them only on your own behalf, clearly indicating who you are or what company you represent. Prove only what you really believe.
This is a kind of rule, a code of honor and integrity of word of mouth.
Code of Integrity or Rules of Public Opinion
At its core, this is a spontaneous media. As soon as the buyer is at the helm, this requires the implementation of certain rules.
Word of mouth marketing and the basics of forming a sphere of influence are expressed by the following concepts.
- The main, first significant trend is the mass participation of people in communication via the Internet. Netizens share their experiences and thoughts on various occasions because consumers no longer rely on the opinions of professional commentators. Most forum participants listen to virtual acquaintances who write reviews, to bloggers who constantly tell,what they like and what they don't.
- The second concept is the rapid flow of information to the masses. What is written in the forum instantly becomes the property of many, and the rumor spreads at the speed of light, it is impossible to control it.
- It's also worth remembering that the anatomy of word of mouth marketing is built, first of all, on deeds, and not on empty words. After all, it is you who become the object of impressions and emotions of people interacting with your offers. The success of the company will not depend on advertising promises, but on what you can do for people.
- The fourth rule is saving and cutting costs. An increase in the number of customers, an overall strengthening of brand authority, an increase in sales without new investments - all these are pluses of public opinion in marketing.
Make people happier is the basis of ethics
- The ethics of focusing on the needs of people is the most important thing in marketing.
- The best advertisement is a satisfied and happy customer.
- For word of mouth marketing to be successful, you need to earn the respect and referrals of your customers. It's free and effective marketing.
- Attention to the customer and excellent service is always a reason for good reviews.
- Word of mouth marketing is not what you talk about, but what you produce, do, provide.
- Don't be afraid of negative feedback - it's a chance to listen, study and, by drawing conclusions, correct.
- If the conversation is about you - immediately join the discussion, lead it to the rightchannel.
- When discussing with people, try to be an interesting conversationalist, or remain invisible.
- Don't say too much, especially if it's not being asked or there's something not up for discussion.
- A company should have a good legend or story, both about itself and its products.
- People are always interested in working for a company that is said to have a lot of good things, it increases the value of work.
- Seek the power of word of mouth to improve relationships between people, producers and consumers.
- If you follow ethics and conduct honest marketing, then success is guaranteed, this type of marketing can bring more money than usual.
What does the abbreviation OTIUO mean
This abbreviation used in Andy's book means: Speakers, Topics, Tools, Engagement, Tracking.
When creating an implementation plan, you need to create your own, unique action plan and elements of OTIO. After all, there are no ready-made forms for word of mouth marketing. You will have to work and learn through trial and error in search of an idea or concept that will work and finally talk about you.
But first of all, you need to ensure that your information, the message reaches the right recipients. This can be done with speakers.
Speakers are people too
Ordinary people can become the main channel for disseminating information. After all, not only customers, but also fans of the brand can become speakers. ATin any case, these should be people who are consulted for advice with similar needs, levels and lifestyles.
So speakers can be: buyers, people from Internet forums, logo lovers, who can easily create a group and actively discuss all issues of interest. In addition, in word of mouth marketing, company employees who take pride in their work can serve as speakers, confidence and positivity are always conveyed to potential customers.
There is a special class of speakers - reporters, bloggers, columnists. Fans who dream of becoming a customer can also become active speakers. Loyal employees. As long as your company is good, team members will be proud of their work, and this feeling will be easily transferred to potential clients.
It's best to pick one group of speakers you want to work with right away so it's easier to coordinate the cause and effect of word of mouth marketing.
Choice of topic or informational occasion
In order for people to start talking about you, you need a reason. And the best reason is a topic for conversation, because if you don’t give a reason, then no one will talk.
For word of mouth marketing, as a rule, they do not use an official appeal, but a quite possible simple message that carries a charge of interest and serves as a topic for discussion. The best themes ever:
- simple;
- organic and fit perfectly into the discussion;
- easy to distribute.
The theme should always be updated, trying to improve, so that it remains meaningful and effective. ForTo do this, you need to come up with new slogans that are easy to remember and easy to repeat and spread.
Tips for Spreading Rumors
When speakers are found and topics are chosen, it's time for word of mouth to spread.
Here are some tips from Andy Sernowitz's book:
- Supply the speaker with the necessary booklets, free testers, coupons, this will expand the speaker's networking opportunities.
- Offering two for the price of one will give you an extra bonus in word of mouth marketing.
- Try to make your web page or site go viral, making it easy for users to share links. For example, on YouTube, the user has ready-made codes and links that can be shared by sending to social networks.
- Try to achieve a network effect by creating groups of favorite subscribers, friend lists, group discounts.
- Pay attention to blogs, online communities, forums, this will increase the number of your participants in a conversation or discussion, post fresh information there, share ideas.
- Be honest, taking a personal part in conversations and contacts, create a sense of status and privilege of goods and services.
- No other word of mouth marketing tool has the potential to reach an audience like social media. Be actively involved in the process and remember to carefully follow the code of integrity. It spices up the conversation.
- If there are positive reviews - get permission from the authors to quote and post on social networks.
Don't sell by talking to people, this is what the book says:
“Don't forget that sharing does not mean selling. It would be wrong to post a trade call on a forum or in a comment on a blog. This is no different than spam and brings shame to your company”
Tracking - what people say about you
Andy Sernowitz warns that it can happen that you or your service or product get a negative review. In this case, use a defensive strategy:
- It's much better if the negative review appears on your site than on others.
- Ask your fans or fans to respond for you.
- Keep in mind not to miss a moment of feedback as online conversations move quickly.
- Try to keep the conversation calm, offer help.
- Don't get involved in squabbles and arguments, show humanity.
- Write for future potential readers and buyers, form a positive opinion.
- Control the impact of your answers, the result of the conversation.
- Do something very good, fantastic for your critics.
If you keep track of word of mouth in a timely manner, the company solves several problems at once, in particular, it can find new speakers, test the topic and its adequacy in the discussion, enter into a conversation and maintain communication.
To launch word of mouth marketing, any online tools, established feedback, templates like "tell a friend", methods of distribution andfixing hot topics.
After all, online tools such as popular blogs, review sites, viral posts can be the most effective and fastest way to get people talking about you.
