BONUS: WOM Glossary
Here are some key terms and information about Word-of-Mouth and Word-of-Mouth Marketing.
Word-of-mouth marketing encompasses dozens of marketing techniques that are geared toward encouraging and helping people to talk to each other about products and services.
Common types of word-of-mouth marketing are listed below. This is not a complete list – we’re publishing it as a means to begin a dialog toward standardization, and we welcome your comments. (Not everyone agrees that each of these should be part of word-of-mouth marketing, and many marketers use different terms to describe them.)
Creating blogs and participating in the blogosphere, in the spirit of open, transparent communications; sharing information of value that the blog community may talk about.
Using high-profile entertainment or news to get people to talk about your brand.
Supporting social causes to earn respect and support from people who feel strongly about the cause.
Forming or supporting niche communities that are likely to share interests about the brand (such as user groups, fan clubs, and discussion forums); providing tools, content, and information to support those communities.
Interesting or fun advertising, emails, catch phrases, entertainment, or promotions designed to start word-of-mouth activity.
Cultivating evangelists, advocates, or volunteers who are encouraged to take a leadership role in actively spreading the word on your behalf.
Organizing and motivating volunteers to engage in personal or local outreach.
Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others.
Placing the right product into the right hands at the right time, providing information or samples to influential individuals.
Creating tools that enable satisfied customers to refer their friends.
Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email.
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Word-of-Mouth Marketing & Referral Building