Word of Mouth Marketing
Spike Jones from Brains on Fire spoke at the April 24, 2009 San Diego Ad Club morning seminar. On a whole, Spike was a great speaker. I really like how he integrated the entire word of mouth (WOM) spectrum through online and traditional mediums. Interesting facts:
- 92% of word of mouth happens offline
- Reframe the conversation. It’s not about the product, it’s what you do with the product.
- Movements are about getting people involved with events that they want to get involved with. Campains have a start and end date. Movements get people engaged.
- Movements are a volumn dial. Sometimes they run high or low, but they are always running.
- Campaigns have the mentality of "us vs them" whereas movements have the attitude of "we’re all in this together"
7 Lessons learned from WOM movements:
- Passion conversation vs product conversation.
- Movements have inspirational leadership.
- Empower with knowledge. Give advocates background on the company, teach them how to use the technology, etc.
- Shared ownership.
- Make advoates feel like rock stars.
- Live online and offline.
- Move the needle.