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Word of Mouth Marketing: How Smart Companies Get People Talking
Who Is Talking About You? Master the art of word of mouth marketing with this fun, practical, hands-on guide. With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world’s most respected and profitable companies get their best customers for free through the power of word of mouth. Learn the five essential steps that make word of mouth work and everything you need to get started using them. Understand the real purpose of blogs, communities, viral email, evangelists, and buzz—when to use them and how simple it is to make them work. Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner—and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion—and why some multi-million-dollar advertising campaigns fail to get noticed. Open your eyes to a new way of doing business—that honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.
216 pages, Hardcover
First published January 1, 94
103 people are currently reading
2799 people want to read
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May 7, 2020
در دنیا یک چیز بدتر از این است که درباره یِ شما حرف بزنند و آن چیزی نیست جُز اینکه درباره یِ شما حرفی نزنند
اسکار وایلد - کتاب تصویر دوریان گری ، از مقدمه ناشر
اول
در زمانه ای که تبلیغات جُزِ لاینفکی از اقتصادِ بازار است، در مقامِ کاسبِ بازار، باید موضوع مُحاوره روزمره یِ خریداران باشید تا کالائی که فروخته ویا خدماتی که ارائه می دهید، رویِ دَست تان نماند که هیچ، بلکه سَرِ دست بِبرند. این کتاب، راهنمایی ست برای استفاده از روشِ تبلیغات دهان به دهان، برای بهتر فروختن و بیشتر سود کردنِ اجناس و خدمات تان
امروزه روز، مشتری معتقدست که قضاوتِ افرادی شبیه خودش در قسمتِ نظرات فروشگاه های اینترنتی مانند "آمازون" در آن وَرِ آب و "دیجی کالا" یِ وطنیِ خودمان، بسیار قابل اعتناتر از تبلیغات و آگهی های تلویزیونی و اینترنتی آنچنانی ست
دوم
نمی دانم اشکال از متنِ اصلیِ کتاب است یا اینکه مترجم نتوانسته روانی ترجمه و گیرایی متن را حفظ کند، به گونه ای که از خواندن کتاب نه تنها لذت نبردم بلکه بسیار سخت خوان بود و "پَس زَنه" داشت. این هم از تبلیغاتِ دهان به دهان در موردِ ترجمه یِ خودِ کتاب
اسکار وایلد - کتاب تصویر دوریان گری ، از مقدمه ناشر
اول
در زمانه ای که تبلیغات جُزِ لاینفکی از اقتصادِ بازار است، در مقامِ کاسبِ بازار، باید موضوع مُحاوره روزمره یِ خریداران باشید تا کالائی که فروخته ویا خدماتی که ارائه می دهید، رویِ دَست تان نماند که هیچ، بلکه سَرِ دست بِبرند. این کتاب، راهنمایی ست برای استفاده از روشِ تبلیغات دهان به دهان، برای بهتر فروختن و بیشتر سود کردنِ اجناس و خدمات تان
امروزه روز، مشتری معتقدست که قضاوتِ افرادی شبیه خودش در قسمتِ نظرات فروشگاه های اینترنتی مانند "آمازون" در آن وَرِ آب و "دیجی کالا" یِ وطنیِ خودمان، بسیار قابل اعتناتر از تبلیغات و آگهی های تلویزیونی و اینترنتی آنچنانی ست
دوم
نمی دانم اشکال از متنِ اصلیِ کتاب است یا اینکه مترجم نتوانسته روانی ترجمه و گیرایی متن را حفظ کند، به گونه ای که از خواندن کتاب نه تنها لذت نبردم بلکه بسیار سخت خوان بود و "پَس زَنه" داشت. این هم از تبلیغاتِ دهان به دهان در موردِ ترجمه یِ خودِ کتاب
May 2, 2012
Думаю, многие наслышаны про word of mouth – когда информация передается «из уст в уста», то есть напрямую между людьми, а не от единого новостного центра. Возникновение и быстрый рост word of mouth marketing в последние годы неудивителен: с одной стороны люди привыкли и уже активно не реагируют на традиционные рекламу, маркетинговые материалы и сообщения, с другой – Интернет позволяет общаться людям максимально быстро и просто.
Одним из самых известных печатных издания на эту тему является Word of mouth marketing от Andy Sernovitz, первая версия которого вышла несколько лет назад. В этом году «Манн-Иванов-Фербер» решил перевести и выпустить книгу на русском языке. Так появился «Сарафанный маркетинг», который мне посчастливилось ознакомиться и прочитать за время недавнего отпуска. Теглайн – “как умные компании заставляют о себе говорить”. Собственно про методы достижения этого и написана книга.
Книга является прекрасным вводным пособием для тех, кто пока не знает или не использует возможности сарафанного маркетинга (мне кстати такой перевод не очень нравится, но он уже устоялся в русском языке). Автор рассматривает назначение и методы, расписывает пошаговые инструкции того, с чего начать, как вести диалог с текущими и потенциальными пользователями, как создавать вокруг своей компании сообщество, как обеспечивать его рост и позитивное влияние на цели бизнеса.
Интересно, что книга ссылается в том числе на примеры из ИТ-бизнеса, в котором мы работаем. Например, там описывается программа MVP, которая позволяет независимым экспертам быть частью экосистемы Microsoft в абсолютно уникальном виде. Послесловие к книге написал Гай Кавасаки – первый в истории технологический евангелист, долгие годы работавший в Apple.
Мой любимый пример сарафанного маркетинга, который работает на моем примере – это сеть отелей Monaco, на каждом этаже которого стоит ваза с золотой рыбкой. Я был только в одном таком отеле и с тех пор постоянно всем друзьям рассказываю про эти рыбки. Оказывается они есть в каждом отеле сети и позволяют таким простым и недорогим методом увеличить доходы компании и счастье клиентов.
Собственно про счастье клиентов и рост доходов и написана книга. Лично мне многое показалось очевидным и известным – как использовать социальные сети, почему нужно общаться с блоггерами, как важно дать людям почувствовать себя частью особой группы, как сделать экслюзивное предложение поклонникам продукта и так далее.
В то же время книга является прекрасным руководством для тех специалистов и компаний, которые пока не очень хорошо себя чувствуют в новом мире прозрачности, открытости и постоянного диалога с внешним миром. Я бы лично подарил ее многим «конторам», которые регулярно отнимают силы и нервы.
Надеюсь, в следующих изданиях автор перейдет от основ к более расширенным практикам, основываясь на позитивном опыте ведущих международных корпораций и маленьких местных компаний с использованием последних социальных и технологических сервисов.
Прочитать отрывки из книги можно на официальной сайте “МИФа” - http://mann-ivanov-ferber.ru/books/mi...
Одним из самых известных печатных издания на эту тему является Word of mouth marketing от Andy Sernovitz, первая версия которого вышла несколько лет назад. В этом году «Манн-Иванов-Фербер» решил перевести и выпустить книгу на русском языке. Так появился «Сарафанный маркетинг», который мне посчастливилось ознакомиться и прочитать за время недавнего отпуска. Теглайн – “как умные компании заставляют о себе говорить”. Собственно про методы достижения этого и написана книга.
Книга является прекрасным вводным пособием для тех, кто пока не знает или не использует возможности сарафанного маркетинга (мне кстати такой перевод не очень нравится, но он уже устоялся в русском языке). Автор рассматривает назначение и методы, расписывает пошаговые инструкции того, с чего начать, как вести диалог с текущими и потенциальными пользователями, как создавать вокруг своей компании сообщество, как обеспечивать его рост и позитивное влияние на цели бизнеса.
Интересно, что книга ссылается в том числе на примеры из ИТ-бизнеса, в котором мы работаем. Например, там описывается программа MVP, которая позволяет независимым экспертам быть частью экосистемы Microsoft в абсолютно уникальном виде. Послесловие к книге написал Гай Кавасаки – первый в истории технологический евангелист, долгие годы работавший в Apple.
Мой любимый пример сарафанного маркетинга, который работает на моем примере – это сеть отелей Monaco, на каждом этаже которого стоит ваза с золотой рыбкой. Я был только в одном таком отеле и с тех пор постоянно всем друзьям рассказываю про эти рыбки. Оказывается они есть в каждом отеле сети и позволяют таким простым и недорогим методом увеличить доходы компании и счастье клиентов.
Собственно про счастье клиентов и рост доходов и написана книга. Лично мне многое показалось очевидным и известным – как использовать социальные сети, почему нужно общаться с блоггерами, как важно дать людям почувствовать себя частью особой группы, как сделать экслюзивное предложение поклонникам продукта и так далее.
В то же время книга является прекрасным руководством для тех специалистов и компаний, которые пока не очень хорошо себя чувствуют в новом мире прозрачности, открытости и постоянного диалога с внешним миром. Я бы лично подарил ее многим «конторам», которые регулярно отнимают силы и нервы.
Надеюсь, в следующих изданиях автор перейдет от основ к более расширенным практикам, основываясь на позитивном опыте ведущих международных корпораций и маленьких местных компаний с использованием последних социальных и технологических сервисов.
Прочитать отрывки из книги можно на официальной сайте “МИФа” - http://mann-ivanov-ferber.ru/books/mi...
March 23, 2024
HIGHLIGHTS:
1. GIVE A REASON:
- Give people a reason to talk about you.
- Find a super simple message and help people share it.
- Help people look smarter.
- Give them newsletters, inside information, technical detail. More is better. They will love you for it.
- Give them things that make them feel important: special status, private shopping hours, or advance-news.
2. ENTHUSIASTS:
- The passion generated by being in a group of enthusiasts translates very easily into word-of-mouth.
- We are emotionally rewarded when we share the excitement with a group that has a common interest.
- 5 Ts: talkers, topics, tools, taking part, and tracking.
3. GOOD TOPICS:
- Good topics are portable, clear ideas that one person can repeat successfully.
- When people trust each other to talk honestly about what they like and don’t like.
- Disclosure about your relationship with the company.
4. DROWNS ADVERTISING:
- Word of mouth drowns out advertising in journalism. Mass media: lots of little consumer written comments, and edited, get far more exposure than any traditional media mention.
- We trust the opinions of people like ourselves more than anyone else.
5. INVEST IN CUSTOMER SERVICE:
- Take some of the advertising budgets and put it in to customer service, because customer experiences will drive more word-of-mouth sales than enough then another ad.
- You must participate if you want any chance of influencing the conversation.
6. THANK THE ENTHUSIASTS:
- Thank the people who praise your company.
- Apologize & fix the complaints. Make it right.
- Satisfied Customers: the most powerful asset you have. Protect them. Treat them with respect. Listen to them.
- Talkers who get a cool experience tell everyone about it.
7. FEEL SPECIAL:
- Your brand becomes fundamentally talk-worthy as you reach inside your company and change how you think about business and your relationship with your customers.
- We all like to feel special. It’s a strong motivator for a word of mouth conversations. - When you call someone an ambassador, you’re making them feel special.
8. SAY YES TO VOLUNTEERS:
- Nonprofits: say “yes” to volunteers.
- Say thank you. Send thank you cards.
- Recognition is more powerful when it is public. Public recognition page.
- Volunteers need to be asked to volunteer. Most people won’t step up on their own.
9. ACTIONS:
- Email: Think of your email signature as an idea-insertion vehicle.
- Email: Change the message once a month and you have a powerful tool to get portable topics moving.
- Email: When you put a topic in an email, you are making it shareable.
- Format needs to be “forward-able”. Be funny: make the last thing funny, weird, or odd. **Create an entire package of electronic cut-and-paste pass along. Ready to forward emails. The top of the message had an introduction and explanation.
- Tools: ask people to spread the word. Put everything in an email.
**Put a tell-a-friend link on every page of your website.
- Promote: Ask for testimonials. “Would you mind giving me a short recommendation?” *Build a request for a review of the transaction. Word document that can easily be pasted into blogs and newsletters.
10. CRITICISMS & COMPLAINTS:
- Learning to respond and participate instead of trying to plant and initiate.
- Look for people who have a problem or a complaint. Apologize. Find a way to fix it, or at least offer to. Complaining in public means they want your attention. Anyone can make a mistake. How you deal with it determines what the word-of-mouth will be.
- You get the most word-of-mouth from critics who become fans. Solving people's problems is the single best way to create loyal fans that will talk about you.
- Show that you are working hard to make things better. It’s more important to be responsive than right.
- Where people complain is often more important than what they say. If people can’t complain about your site, they are more likely to complain elsewhere. You need a place to relieve the pressure.
- A defense from your fans is always more credible than one from your employees.
- Action: respond calmly and offer to help. Be human. The rate for the record. Follow up. Sound like a nice person who cares.
- Disclosure: "I work for ____, and this is my personal opinion.”
1. GIVE A REASON:
- Give people a reason to talk about you.
- Find a super simple message and help people share it.
- Help people look smarter.
- Give them newsletters, inside information, technical detail. More is better. They will love you for it.
- Give them things that make them feel important: special status, private shopping hours, or advance-news.
2. ENTHUSIASTS:
- The passion generated by being in a group of enthusiasts translates very easily into word-of-mouth.
- We are emotionally rewarded when we share the excitement with a group that has a common interest.
- 5 Ts: talkers, topics, tools, taking part, and tracking.
3. GOOD TOPICS:
- Good topics are portable, clear ideas that one person can repeat successfully.
- When people trust each other to talk honestly about what they like and don’t like.
- Disclosure about your relationship with the company.
4. DROWNS ADVERTISING:
- Word of mouth drowns out advertising in journalism. Mass media: lots of little consumer written comments, and edited, get far more exposure than any traditional media mention.
- We trust the opinions of people like ourselves more than anyone else.
5. INVEST IN CUSTOMER SERVICE:
- Take some of the advertising budgets and put it in to customer service, because customer experiences will drive more word-of-mouth sales than enough then another ad.
- You must participate if you want any chance of influencing the conversation.
6. THANK THE ENTHUSIASTS:
- Thank the people who praise your company.
- Apologize & fix the complaints. Make it right.
- Satisfied Customers: the most powerful asset you have. Protect them. Treat them with respect. Listen to them.
- Talkers who get a cool experience tell everyone about it.
7. FEEL SPECIAL:
- Your brand becomes fundamentally talk-worthy as you reach inside your company and change how you think about business and your relationship with your customers.
- We all like to feel special. It’s a strong motivator for a word of mouth conversations. - When you call someone an ambassador, you’re making them feel special.
8. SAY YES TO VOLUNTEERS:
- Nonprofits: say “yes” to volunteers.
- Say thank you. Send thank you cards.
- Recognition is more powerful when it is public. Public recognition page.
- Volunteers need to be asked to volunteer. Most people won’t step up on their own.
9. ACTIONS:
- Email: Think of your email signature as an idea-insertion vehicle.
- Email: Change the message once a month and you have a powerful tool to get portable topics moving.
- Email: When you put a topic in an email, you are making it shareable.
- Format needs to be “forward-able”. Be funny: make the last thing funny, weird, or odd. **Create an entire package of electronic cut-and-paste pass along. Ready to forward emails. The top of the message had an introduction and explanation.
- Tools: ask people to spread the word. Put everything in an email.
**Put a tell-a-friend link on every page of your website.
- Promote: Ask for testimonials. “Would you mind giving me a short recommendation?” *Build a request for a review of the transaction. Word document that can easily be pasted into blogs and newsletters.
10. CRITICISMS & COMPLAINTS:
- Learning to respond and participate instead of trying to plant and initiate.
- Look for people who have a problem or a complaint. Apologize. Find a way to fix it, or at least offer to. Complaining in public means they want your attention. Anyone can make a mistake. How you deal with it determines what the word-of-mouth will be.
- You get the most word-of-mouth from critics who become fans. Solving people's problems is the single best way to create loyal fans that will talk about you.
- Show that you are working hard to make things better. It’s more important to be responsive than right.
- Where people complain is often more important than what they say. If people can’t complain about your site, they are more likely to complain elsewhere. You need a place to relieve the pressure.
- A defense from your fans is always more credible than one from your employees.
- Action: respond calmly and offer to help. Be human. The rate for the record. Follow up. Sound like a nice person who cares.
- Disclosure: "I work for ____, and this is my personal opinion.”
April 3, 2009
Foundational. Rachel's comment about how it was just a list of good business practices is key. The fact that a marketing book is saying this is a major shift in the field of thought. No gimmicks, just good business.
One thing I didn't like was that on page 109 he recommends that you use interrupt marketing emails to try and garner attention and have things go 'viral'. This is wrong. You're wasting people's time and attention. Seth Godin's idea of a "permission asset" is much more powerful. Critical.
Quotes:
"Earn the respect and recommendation of your customers, and they will do the rest. Treat people well; they will do your marketing for you, for free. Be interesting, or be invisible."
"Word of mouth marketing only works if you have good products and services. It only works if people like you and trust you...If your product or service sucks, no PR campaign, clever TV ad, or announcement on your website will make consumers believe that it doesn't. Not anymore."
"Giving people a reason to talk about your stuff and making it easier for that conversation to take place."
"Provide amazing products. Provide excellent service. Go the extra mile. Make the experience remarkable."
"Make it easy. You need to do two things: Find a super-simple message, and help people share it...Anything longer than a sentence is too much. It'll get forgotten or mangled."
"If you are being sneaky or deceptive, you will get busted. Consumers today are incredibly savvy and independent, with the information and resources to catch you in a lie and tell everyone about it."
"The Word of Mouth Marketing Manifesto:
1. Happy customers are your best advertising. Make people happy.
2. Marketing is easy. Earn the respect and recommendation of your customers. They will do your marketing for you, for free.
3. Ethics and good service come first.
4. UR and UE: You are the user experience (not what your ads say you are).
5. Negative word of mouth is an opportunity. Listen and learn.
6. People are already talking. Your only option is to join the conversation.
7. Be interesting, or be invisible."
8. If it's not worth talking about, it's not worth doing."
9. Make the story of your company a good one.
10. It is more fun to work at a company that people want to talk about.
11. Use the power of word of mouth to make business treat people better.
12. Honest marketing makes more money."
"When she walks out the door, what have I given her to talk about. How will he remember to tell his friends? Could I have made it easier for her to talk to more people about me? Was anything about his experience remarkable."
"Say thank you...I'm not talking about gifts, compensation, or cash rewards. I'm talking about recognition and gratitude."
"People rarely criticize a product they helped build." (Cog-dis, is this a good thing?)
"Most marketing departments aren't organized to accept input from customers or to engage in conversations with them. That's usually customer service's job...Marketing and customer service have to learn to work together if word of mouth is going to work for you...Big Idea: Word of mouth is as much about customer service as it is about marketing."
"Never sell...Follow the rules...Say who you are."
"For every person whom a happy customer talks to...an unhappy customer tells five people. A formerly unhappy customer who is made happy tells ten people."
"Big Idea: Fixing problems is the most powerful marketing you can do."
One thing I didn't like was that on page 109 he recommends that you use interrupt marketing emails to try and garner attention and have things go 'viral'. This is wrong. You're wasting people's time and attention. Seth Godin's idea of a "permission asset" is much more powerful. Critical.
Quotes:
"Earn the respect and recommendation of your customers, and they will do the rest. Treat people well; they will do your marketing for you, for free. Be interesting, or be invisible."
"Word of mouth marketing only works if you have good products and services. It only works if people like you and trust you...If your product or service sucks, no PR campaign, clever TV ad, or announcement on your website will make consumers believe that it doesn't. Not anymore."
"Giving people a reason to talk about your stuff and making it easier for that conversation to take place."
"Provide amazing products. Provide excellent service. Go the extra mile. Make the experience remarkable."
"Make it easy. You need to do two things: Find a super-simple message, and help people share it...Anything longer than a sentence is too much. It'll get forgotten or mangled."
"If you are being sneaky or deceptive, you will get busted. Consumers today are incredibly savvy and independent, with the information and resources to catch you in a lie and tell everyone about it."
"The Word of Mouth Marketing Manifesto:
1. Happy customers are your best advertising. Make people happy.
2. Marketing is easy. Earn the respect and recommendation of your customers. They will do your marketing for you, for free.
3. Ethics and good service come first.
4. UR and UE: You are the user experience (not what your ads say you are).
5. Negative word of mouth is an opportunity. Listen and learn.
6. People are already talking. Your only option is to join the conversation.
7. Be interesting, or be invisible."
8. If it's not worth talking about, it's not worth doing."
9. Make the story of your company a good one.
10. It is more fun to work at a company that people want to talk about.
11. Use the power of word of mouth to make business treat people better.
12. Honest marketing makes more money."
"When she walks out the door, what have I given her to talk about. How will he remember to tell his friends? Could I have made it easier for her to talk to more people about me? Was anything about his experience remarkable."
"Say thank you...I'm not talking about gifts, compensation, or cash rewards. I'm talking about recognition and gratitude."
"People rarely criticize a product they helped build." (Cog-dis, is this a good thing?)
"Most marketing departments aren't organized to accept input from customers or to engage in conversations with them. That's usually customer service's job...Marketing and customer service have to learn to work together if word of mouth is going to work for you...Big Idea: Word of mouth is as much about customer service as it is about marketing."
"Never sell...Follow the rules...Say who you are."
"For every person whom a happy customer talks to...an unhappy customer tells five people. A formerly unhappy customer who is made happy tells ten people."
"Big Idea: Fixing problems is the most powerful marketing you can do."
This entire review has been hidden because of spoilers.
March 4, 2015
You don't hear anything new about word of mouth concept because in today's world we all live with the same concept. Everything he says can be related so easily is because we do and expect the same. Lovely examples of Microsoft, eBay, zappos and few others who do extraordinary things to have a great word of mouth. This is a lovely book to listen to and also for someone who wants to promote their business or product through word of mouth marketing. Would really help.
July 23, 2015
Lấy clip quảng cáo “chiếc bảng cảm xúc” của Coca-cola để review cuốn MARKETING TRUYỀN MIỆNG này.
https://www.youtube.com/watch?v=FZCf6...
Sau khi xem xong clip này, tui thấy hay quá truyền miệng lại cho 2 đứa bạn ngay lập tức và bảo nó coi ngay. Giờ ngồi dựa vào những gì mình đã làm với hành động truyền miệng đó, và dựa vào các nguyên lý truyền miệng đọc từ sách, review cho dễ hiểu.
I. Tại sao tui lại truyền miệng cái clip của coca-cola nhỉ? Nó đâu có trả tiền cho tui.
Thứ nhất, vì sự công nhận xã hội.
Tui lan truyền cho bạn tui xem, bạn tui thấy hay quá, nên ắt nó nghĩ: sao tui lại có nhiều clip hay thế nhỉ..tui được khen.
Thứ hai,
Thứ hai, cảm thấy thoải mái
Tự dưng mình thấy thoải mái, sướng khi nói một cách tự nhiên
Thứ ba: cảm giác thuộc về nhóm.
Tui khá thích marketing, mà một quảng cáo hay như vậy thì dân marketer làm, nên cảm giác như mình thuộc về “nhóm marketers lớn”.
(Thực ra trước khi đọc sách thì mình ko nghĩ tới cái “cảm giác thuộc về nhóm” này, cố gán ghép cho khớp với “lý thuyết” trong sách.
Vậy đó chính là 3 động cơ mà tui truyền miệng coca-cola :D :D
II. 5 chữ T trong truyền miệng.
TALKER: có thể hiểu là “người nói giúp thương hiệu”.
Tui xem clip này không phải tự tìm ra, mà từ facebook của CEO Giaohangnhanh.vn. Nên anh CEO ấy được hiểu là “người nói giúp” coca-cola. Thường những người nói giúp họ có MẠNG LƯỚI BẠN BÈ rất rộng và CÓ TIẾNG NÓI nên những gì họ share khiến nhiều người đọc.
5 câu hỏi để tìm một TALKER:
Họ là ai, (các ông bố bà mẹ có việc làm)
Tính cách nọ, (bận rộn vì làm công nhân viên chức, gửi con ở trung tâm trẻ)
Họ liên kết với ai, (đồng nghiệp toàn người cùng tuổi, có con cái nhỏ)
Họ có “followers” ko (có, đồng nghiệp)
Chủ đề để họ truyền miệng là gì, (vấn đề chăm sóc trẻ em, cân bằng công việc/cuộc sống)
Làm thế nào liên lạc với họ? (gặ họ khi họ đưa con tới nhà trẻ, gửi mail họ)
Những talker thường là những người hay khen, comment, viết về các dịch vụ khá nhiều, họ ko nhất thiết phải nổi tiếng. Cho nên, theo dõi và chăm sóc những người này khá có lợi cho thương hiệu, dịch vụ, sản phẩm.
TOPIC: sẽ nói về điều gì
Rõ ràng chủ đề của clip này là cocacola làm một clip viral quá hay mà tự dưng phải thốt lên rằng SUY NGHĨ CỦA TỤI NÓ KHÁC THIỆT… vãi.. rõ ràng chủ đề để mình đi lan truyền cho bạn bè clip này chính là tư duy quá khác của tụi làm quảng cáo cocacola.
TOOLS: làm thế nào để giúp giọt nước thông điệp lan tỏa RỘNG và NHANH
Clip đã có trên youtube, lan truyền chỉ bằng 1 nút share trên post mình.
Mở điện thoại smartphone lên bật cho bạn bè coi ngay và luôn. Quảng cáo Hay thúc đẩu mình tới mức đó.
(lúc trước có 1 con bạn chơi Escape Game về, dịch vụ làm ăn như cục sít nên về viết một cái post trổ hết cảm xúc vào. Bạn đó cũng thuộc dạng có network rộng, nên sau khi post lên, bà con vào hưởng ứng share like khí thế, mình cũng vào comment “xém chút nữa đi là phí tiền rồi”. Sau vụ truyền miệng đó mình nghĩ Escape Game đó chắc mất cả ngàn ngàn khách hàng. Truyền miệng nó ko những NHANH mà còn MẠNH nữa chứ…vãi)
TAKING PART: tham gia, nên tham gia vào cuộc nói “truyền miệng” như thế nào
TRACKING: theo dõi, mọi người đang nói gì về cocacola
Cocacola cho người theo dõi các comment trên face của Talker, trên youtube. Bay nhảy vào cảm ơn nếu thấy lời khen tích cực. Còn chê bai thì xử lý thật khéo lịch sự.
III. Lưu ý...be careful:
TREO THƯỞNG là giết chết truyền miệng. (Ê mày, tao cho mày 5k mỗi khi giới thiệu bạn bè, đơn giản vì bạn bè nếu phát hiện ra chuyện đó cảm giác mình bị lừa)
THÔNG ĐIỆP MARKETING KHÔNG PHẢI LÀ THÔNG ĐIỆP TRUYỀN MIỆNG. Dịch vụ gói quà thông điệp marketing là TRAO HẠNH PHÚC, song nó làm một hộp quà với một cái nơ THIỆT TO THIỆT NỔI BẬT khiến cho khách hàng truyền miệng cái nơ đó.
KHÁCH HÀNG LUÔN ĐÚNG. Họ chê hay khen, họ đều đúng. Nên nằm lòng ba điều: bảo vệ, tôn trọng, lắng nghe.
https://www.youtube.com/watch?v=FZCf6...
Sau khi xem xong clip này, tui thấy hay quá truyền miệng lại cho 2 đứa bạn ngay lập tức và bảo nó coi ngay. Giờ ngồi dựa vào những gì mình đã làm với hành động truyền miệng đó, và dựa vào các nguyên lý truyền miệng đọc từ sách, review cho dễ hiểu.
I. Tại sao tui lại truyền miệng cái clip của coca-cola nhỉ? Nó đâu có trả tiền cho tui.
Thứ nhất, vì sự công nhận xã hội.
Tui lan truyền cho bạn tui xem, bạn tui thấy hay quá, nên ắt nó nghĩ: sao tui lại có nhiều clip hay thế nhỉ..tui được khen.
Thứ hai,
Thứ hai, cảm thấy thoải mái
Tự dưng mình thấy thoải mái, sướng khi nói một cách tự nhiên
Thứ ba: cảm giác thuộc về nhóm.
Tui khá thích marketing, mà một quảng cáo hay như vậy thì dân marketer làm, nên cảm giác như mình thuộc về “nhóm marketers lớn”.
(Thực ra trước khi đọc sách thì mình ko nghĩ tới cái “cảm giác thuộc về nhóm” này, cố gán ghép cho khớp với “lý thuyết” trong sách.
Vậy đó chính là 3 động cơ mà tui truyền miệng coca-cola :D :D
II. 5 chữ T trong truyền miệng.
TALKER: có thể hiểu là “người nói giúp thương hiệu”.
Tui xem clip này không phải tự tìm ra, mà từ facebook của CEO Giaohangnhanh.vn. Nên anh CEO ấy được hiểu là “người nói giúp” coca-cola. Thường những người nói giúp họ có MẠNG LƯỚI BẠN BÈ rất rộng và CÓ TIẾNG NÓI nên những gì họ share khiến nhiều người đọc.
5 câu hỏi để tìm một TALKER:
Họ là ai, (các ông bố bà mẹ có việc làm)
Tính cách nọ, (bận rộn vì làm công nhân viên chức, gửi con ở trung tâm trẻ)
Họ liên kết với ai, (đồng nghiệp toàn người cùng tuổi, có con cái nhỏ)
Họ có “followers” ko (có, đồng nghiệp)
Chủ đề để họ truyền miệng là gì, (vấn đề chăm sóc trẻ em, cân bằng công việc/cuộc sống)
Làm thế nào liên lạc với họ? (gặ họ khi họ đưa con tới nhà trẻ, gửi mail họ)
Những talker thường là những người hay khen, comment, viết về các dịch vụ khá nhiều, họ ko nhất thiết phải nổi tiếng. Cho nên, theo dõi và chăm sóc những người này khá có lợi cho thương hiệu, dịch vụ, sản phẩm.
TOPIC: sẽ nói về điều gì
Rõ ràng chủ đề của clip này là cocacola làm một clip viral quá hay mà tự dưng phải thốt lên rằng SUY NGHĨ CỦA TỤI NÓ KHÁC THIỆT… vãi.. rõ ràng chủ đề để mình đi lan truyền cho bạn bè clip này chính là tư duy quá khác của tụi làm quảng cáo cocacola.
TOOLS: làm thế nào để giúp giọt nước thông điệp lan tỏa RỘNG và NHANH
Clip đã có trên youtube, lan truyền chỉ bằng 1 nút share trên post mình.
Mở điện thoại smartphone lên bật cho bạn bè coi ngay và luôn. Quảng cáo Hay thúc đẩu mình tới mức đó.
(lúc trước có 1 con bạn chơi Escape Game về, dịch vụ làm ăn như cục sít nên về viết một cái post trổ hết cảm xúc vào. Bạn đó cũng thuộc dạng có network rộng, nên sau khi post lên, bà con vào hưởng ứng share like khí thế, mình cũng vào comment “xém chút nữa đi là phí tiền rồi”. Sau vụ truyền miệng đó mình nghĩ Escape Game đó chắc mất cả ngàn ngàn khách hàng. Truyền miệng nó ko những NHANH mà còn MẠNH nữa chứ…vãi)
TAKING PART: tham gia, nên tham gia vào cuộc nói “truyền miệng” như thế nào
TRACKING: theo dõi, mọi người đang nói gì về cocacola
Cocacola cho người theo dõi các comment trên face của Talker, trên youtube. Bay nhảy vào cảm ơn nếu thấy lời khen tích cực. Còn chê bai thì xử lý thật khéo lịch sự.
III. Lưu ý...be careful:
TREO THƯỞNG là giết chết truyền miệng. (Ê mày, tao cho mày 5k mỗi khi giới thiệu bạn bè, đơn giản vì bạn bè nếu phát hiện ra chuyện đó cảm giác mình bị lừa)
THÔNG ĐIỆP MARKETING KHÔNG PHẢI LÀ THÔNG ĐIỆP TRUYỀN MIỆNG. Dịch vụ gói quà thông điệp marketing là TRAO HẠNH PHÚC, song nó làm một hộp quà với một cái nơ THIỆT TO THIỆT NỔI BẬT khiến cho khách hàng truyền miệng cái nơ đó.
KHÁCH HÀNG LUÔN ĐÚNG. Họ chê hay khen, họ đều đúng. Nên nằm lòng ba điều: bảo vệ, tôn trọng, lắng nghe.
May 12, 2019
It’ll Do
A book full of good ideas, none of which is new, and stuffed into short pieces that seem like a bunch of blog posts stitched together to make a book. The statements appear mainly to be the author’s opinion. But it had a few good moments (mostly the case study anecdotes).
A book full of good ideas, none of which is new, and stuffed into short pieces that seem like a bunch of blog posts stitched together to make a book. The statements appear mainly to be the author’s opinion. But it had a few good moments (mostly the case study anecdotes).
June 24, 2022
I really liked the 5T framework which stands for
1. Talkers
2. Topics
3. Tools
4. Taking part
5. Tracking
1. Talkers
2. Topics
3. Tools
4. Taking part
5. Tracking
May 27, 2009
Similar in style and tone to Seth Godin (who provided the preface), the author shares key information in an easy-to-retain delivery. While some points seem perhaps obvious at first, this is the first book I've come across where all these idea "lines" are pulled together; you could certainly benefit from using this approach to bolster your business. Best of all, there are approaches detailed here that can be immediately applied and aren't restricted by budget or size.
August 30, 2008
GREAT book for anyone who has a product or service to market, including non-profit organizations. While the book is geared towards businesses, I found myself thinking of ways to use the principles to promote the local PTA and other non-profit organizations I volunteer with. This was one I would love to have every person on my board read.
March 17, 2008
One of the more concise, useful, and enjoyable books about marketing in the virally networked age. I recommend this book to anyone involved in sales, promotions, advertising, and marketing of any kind. Valuable lessons, lists, and reminders for beginning and advanced word-of-mouth marketers alike.
March 11, 2009
This is a great primer on embracing word of mouth as a marketing tool for organizations of any kind. Andy does a wonderful job of putting his recommendaitons into simple, easy to explain concepts with straightforward application. A quick read that is full of valuable ideas and information.
January 8, 2012
A great book about word of mouth marketing. Very easy to read. I like the on-line marketing point, such as using blogs and other social network services; it's a good call at the time the book was published.
August 16, 2018
Хорошая книга. Большое количество дельных советов. Must read для тех, кто хочет тратить минимум денег на маркетинг. Рекомендую к прочтению! Начинать читать, исключительно, с запросом! (как и любую книгу, в принципе:) )
April 3, 2011
This book will allow you to look at the obvious and through creativity and a little imagination grow it into something remarkable! Best of all, most of it is free advertising!!!
May 30, 2014
Great concepts - for me a few extra pages that drove the concept home. Word of Mouth Marketing Word of Mouth Marketing Word of Mouth Marketing Word of Mouth Marketing
January 14, 2024
I also tell everyone who asks that they'd be crazy to work with anyone else.
They give snacks while you're waiting for a table.
Refer a friend and both get a discount.
"Influencers" or "Evangelists"
What have your friends sent you? Jokes, videos, and coupons.
An easy-to-forward email and a tell-a-friend button on the order page of your website.
When people are talking about you, answer them. Reply to email messages, accept comments on your blog, participate in the discussion board, answer the phone. Thank bloggers who write about you. If you come across complaints, find out why the conversation is negative and fix it.
What is Sony had created an exclusive "Sony VIP Tester" program? Let people who are true camera junkies sign up. Sent them loaner versions of new cameras. Given them a membership card, a hat, and a camera bag. Made them feel very, very important.
the people who hear about bad experience are less likely than the people who actually had the bad experience to ever set foot in the store.
You'll have a horde of satisfied shoppers walking around showing you off everywhere they go. People will see the bags, and conversatios will start. (Bloomingdale's invented this trick with their "Big Brown Bag".)
Give away free food while people are waiting for a table. Lou Mitchell's in Chicago gives you fresh doughnut holes and Milke Duds.
Ask yourself these questions when you're looking at the customer:
When she walks out the door, what have I given her to talk about?
How will he remember to tell his friends?
Could I have made it easier for her to talk to more people about me?
Was anything about his experience remarkable?
When Wynn Las Vegas opened its massive, lavish hotel/casino, it turned to the most important talkers in town: cabbies. The hotel recognised that these are the guys who talk to tourists about where to eat, where to gamble, and where to shop. Before the hotel officially opened, it gave this high-powered group of talkers free rooms and the run of the place. Which hotel do you think the cabbies are talking about now?
A woman named Harriet Klausner likes to write book reviews. She has a background in library science and has worked ar several bookstores. She's posted more than 11,000 reviews on Amazon. Just for fun. Harriet is a talker.
There is a special class of talkers who do it for a living: reporters, columnists, critics, full-time bloggers, business networkers, and a whole variety of experts.
Oprah Winfrey is probably the most powerful professional talker in the world right now. Whether it's a casual mention or one of her formal endorsements) like her book club or annual "Favourite Things" episodes), her word or mouth usually equals instant stardom.
Build a Talker Profile:
Who are the talkers?
What are their basic characteristics?
What are they talking about?
Whom are they talking to?
How do you contact them?
Many talkers won't want to be on a subscription list, but they will check in with your blog on a regular basis.
Here is what talkers want to see:
Detailed data. You'll be surprised at how much of what you think of as mundane is of great interest to your fans. Talkers are hungry for detail. Share technical data and product manuals. Get geeky.
Progress reports. Talk about new products in development, future menu items, or next season's plans. Let them know what you're working on.
Company news. Remember, talkers want family members. Fill them in on the personalities and happenings in your office, the new hires, promotions, and anniversaries. Put a human face to your operation.
Motivate talkers
Always say yes to a volunteer.
Make them feel important.
Make it fun.
Throw good parties.
I'm not talking about gifts, compensation, or cash rewards. I send more than 100 thank-you notes each month, and they work.
A great way to thank a bunch of people at once is through special, exclusive benefits. Give them a permanent discount. Send them samples of new products or give them dibs on closeouts. Let them see the factory.
Recognition is more powerful when it's public. Mention your top talkers on your website. Put your favourite talker's photos on the wall and their names on a plaque. Give thanks on your newsletters.
On your message board, give talkers a flashy icon. Give them special status. Make them feel important. There's a reason why many companies give the best parking space to the salesperson of the month - everyone can see it. eBay gives logos, icons, and enhancements to show everyone that the active contributors are special.
You can have a fan club for anything. Even WD-40. They get a weekly newsletter, a membership car, screen savers, and video games they can download. The members even elected an honorary board of directors.
Have a family reunion. It turns isolated talkers into a word of mouth army. Harley-Davidson has more than one million members. It's mission is simple: to ride and have more fun. Harley owners take pride in their bikes and look for any excuse to talk about them. Harley gives them that excuse in the form of dozens of statewide and national rallies every year. Software companies hold developer conferences where programmers get together to talk about technical advances in the software. Microsoft hosts more than 150 live events in a typical month.
Zappos provides a no-questions-asked, 365-day return policy. I doubt anyone returns their shoes that late, but it is a fantastic reason to talk.
RedEnvelope's mission is to make gift giving, no matter what the occasion or circumstance, simple and fun. Every item comes gift wrapped in the most gorgeous, elegant, impressive red box with a giant bow. People who receive gifts from them can't help but talk about the wrapping.
Try to fill in the blanks with your stuff:
"You should try ___, it's ____.”
"Can you believe ___ did ___?"
"There's nothing better than ___ for ___."
We give you free ice cream while you wait.
Did you know that kids are making prom dresses and tuxedos out of duct tape? This is a great word of mouth topic that was totally unexpected. Duck Tape brand duct tape spotted the fad and encouraged it. They now have an annual "Stuck at Prom" contest to award college scholarships to the most creative couples. More than 250 couples entered the contest in 2005, representing thousands of hours of work and an immense amount of word of mouth. Check out the winners at stuckatprom.com.
Who doesn't like fresh-baked cookies?
Create a special offer, put it in an email, and ask your employees to share it with their friends. Employees will be happy to be talkers, and they get the status of being able to hook up their friends with a deal. Word of mouth will take care of the rest.
Do something silly. Potbelly Sandwiches was covered with scaffolding. Potbelly took advantage of the opportunity and placed a chea banner saying, "Here Is a Potbelly Restaurant Disguised as a Construction Site." How many people walked past that sign, told a coworker, and ordered some lunch?
Put the words "Tell a friend," "Pass it on," all over your website.
Put these words in every email, too.
Train your sales staff to end each sale with a thank you and friendly, " Don't forget to tell your friends."
Put a request on the receipt.
Put a sign on the door.
Send a reminder email after each online order.
Before my organisation's annual conference, we sent a message to every one of our members, asking them to email their clients and associates about the conference. We also asked them to post a reminder to their blogs and newsletters. Each recipient was given a unique "secret" discount code, which made them look good when they passed it along. (Company XYZ's secret code was "weloveXYZ.")
Be funny Tell the readers NOT to forward the message. My most-forwarded messages all start with the phrase "PRIVATE: DO NOT FORWARD."
When Seth Godin published a compilation of essays called The Big Moo, he primed the pump before its official publication date by offering prerelease copies for "2 each. But the catch was, you had to buy a case of 50. He made the offer to people he knew would talk up the book and pass it along to other interested talkers. The proceeds from this prepublication sale went to charity, and Godin put 10,000 copies of the book in the hands of 200 of his best talkers.
The classic "two for one" offer works best with things that need a second person present, like a movie ticket.
Costco offers a free membership for a friend when a current member renews. Costco makes up the cost of the renewal of the friend the next year (and then she brings a friend, too.)
The Week magazine sent me a subscription card that offered a free subscription for a friend if we signed up at the same time.
I'm boggled by executives who make public speeches but don't take the time to bring any sort of handout.
Go ahead and ask your new customer to give you a referral. Someone who just made a decision to do business with you will want to reinforce that decision by getting their friends involved.
You need to get samples of your product into talkers' hands to kick off the conversation.
TPost-it Notes is a wonderful word of mouth story. At first, the product was going nowhere, because nobody had seen these things or knew what to do with them (or even asked for them). So the secretary of the CEO of 3M started using them on documents sent o executives around the country, and sent samples to the secretaries of other Fortune 500 CEOs. Needless to say, they used them, they shared them, and the rest is history.
YouTube is the home for everyone's videos.
Making it exclusive. When Gmail launched, the only way to get an account was if a friend invited you.
Stores can offer a product or add-on that isn't apparent to regular shoppers. Maybe special gift wrapping, a unique flavour, or a delivery service. Video games have "Easter eggs," which are only revealed if you know the secret code. Conversation about where where to find these surprises fills message boards and keeps people talking about the product.
Everyone want s to be a movie reviewer and get invited to exciting premieres. Why? Because we special when we tell our friends.
You should send out tester versions of new producs to your fans, too.)
Google has dozens of new products in development at experiments.withgoogle.com
More than 300,000 people are testing the next version of Windows. People rarely criticise a product that they helped build.
Ask for testimonials. Most customers are glad to give them. But they won't think to do it wihout a little prompting.
Ask for prmission to use the testimonial in your marketing material.
Your staff should be searching the web every morning for mentions of each of your major products.
Reply and respond at every possible chance you have.
Thank people who say nice things about you.
Fix problems and make people happy.
"Hi, I'm Andy from XYZ Company. I was reading your blog/message/website and was dismayed to hear that you couldn't get your Floobulator fixed. Try this: ___________. Or email me, and I'll hook you up with the right people to take care of it.”
This is a great way to get junior staff involved and give them an opportunity to become stars.
Do what Intuit does - create guideposts and guardrails. Give guidance and training for all interested employees who want to participate in the greater outside conversation. Set up strict guardrails that block forbidden behaviors.
For every person whom a happy customer talks to . . .
An unhappy customer tells five people.
A formerly unhappy customer who is made happy tells 10 people.
Convert critics whenever you can. Newer posts show up first in the search results.
You can even create a system to specifically reward and recognise people for giving feedback. Amazon does it by labeling its most active participants as "Top 100" reviewers.
They give snacks while you're waiting for a table.
Refer a friend and both get a discount.
"Influencers" or "Evangelists"
What have your friends sent you? Jokes, videos, and coupons.
An easy-to-forward email and a tell-a-friend button on the order page of your website.
When people are talking about you, answer them. Reply to email messages, accept comments on your blog, participate in the discussion board, answer the phone. Thank bloggers who write about you. If you come across complaints, find out why the conversation is negative and fix it.
What is Sony had created an exclusive "Sony VIP Tester" program? Let people who are true camera junkies sign up. Sent them loaner versions of new cameras. Given them a membership card, a hat, and a camera bag. Made them feel very, very important.
the people who hear about bad experience are less likely than the people who actually had the bad experience to ever set foot in the store.
You'll have a horde of satisfied shoppers walking around showing you off everywhere they go. People will see the bags, and conversatios will start. (Bloomingdale's invented this trick with their "Big Brown Bag".)
Give away free food while people are waiting for a table. Lou Mitchell's in Chicago gives you fresh doughnut holes and Milke Duds.
Ask yourself these questions when you're looking at the customer:
When she walks out the door, what have I given her to talk about?
How will he remember to tell his friends?
Could I have made it easier for her to talk to more people about me?
Was anything about his experience remarkable?
When Wynn Las Vegas opened its massive, lavish hotel/casino, it turned to the most important talkers in town: cabbies. The hotel recognised that these are the guys who talk to tourists about where to eat, where to gamble, and where to shop. Before the hotel officially opened, it gave this high-powered group of talkers free rooms and the run of the place. Which hotel do you think the cabbies are talking about now?
A woman named Harriet Klausner likes to write book reviews. She has a background in library science and has worked ar several bookstores. She's posted more than 11,000 reviews on Amazon. Just for fun. Harriet is a talker.
There is a special class of talkers who do it for a living: reporters, columnists, critics, full-time bloggers, business networkers, and a whole variety of experts.
Oprah Winfrey is probably the most powerful professional talker in the world right now. Whether it's a casual mention or one of her formal endorsements) like her book club or annual "Favourite Things" episodes), her word or mouth usually equals instant stardom.
Build a Talker Profile:
Who are the talkers?
What are their basic characteristics?
What are they talking about?
Whom are they talking to?
How do you contact them?
Many talkers won't want to be on a subscription list, but they will check in with your blog on a regular basis.
Here is what talkers want to see:
Detailed data. You'll be surprised at how much of what you think of as mundane is of great interest to your fans. Talkers are hungry for detail. Share technical data and product manuals. Get geeky.
Progress reports. Talk about new products in development, future menu items, or next season's plans. Let them know what you're working on.
Company news. Remember, talkers want family members. Fill them in on the personalities and happenings in your office, the new hires, promotions, and anniversaries. Put a human face to your operation.
Motivate talkers
Always say yes to a volunteer.
Make them feel important.
Make it fun.
Throw good parties.
I'm not talking about gifts, compensation, or cash rewards. I send more than 100 thank-you notes each month, and they work.
A great way to thank a bunch of people at once is through special, exclusive benefits. Give them a permanent discount. Send them samples of new products or give them dibs on closeouts. Let them see the factory.
Recognition is more powerful when it's public. Mention your top talkers on your website. Put your favourite talker's photos on the wall and their names on a plaque. Give thanks on your newsletters.
On your message board, give talkers a flashy icon. Give them special status. Make them feel important. There's a reason why many companies give the best parking space to the salesperson of the month - everyone can see it. eBay gives logos, icons, and enhancements to show everyone that the active contributors are special.
You can have a fan club for anything. Even WD-40. They get a weekly newsletter, a membership car, screen savers, and video games they can download. The members even elected an honorary board of directors.
Have a family reunion. It turns isolated talkers into a word of mouth army. Harley-Davidson has more than one million members. It's mission is simple: to ride and have more fun. Harley owners take pride in their bikes and look for any excuse to talk about them. Harley gives them that excuse in the form of dozens of statewide and national rallies every year. Software companies hold developer conferences where programmers get together to talk about technical advances in the software. Microsoft hosts more than 150 live events in a typical month.
Zappos provides a no-questions-asked, 365-day return policy. I doubt anyone returns their shoes that late, but it is a fantastic reason to talk.
RedEnvelope's mission is to make gift giving, no matter what the occasion or circumstance, simple and fun. Every item comes gift wrapped in the most gorgeous, elegant, impressive red box with a giant bow. People who receive gifts from them can't help but talk about the wrapping.
Try to fill in the blanks with your stuff:
"You should try ___, it's ____.”
"Can you believe ___ did ___?"
"There's nothing better than ___ for ___."
We give you free ice cream while you wait.
Did you know that kids are making prom dresses and tuxedos out of duct tape? This is a great word of mouth topic that was totally unexpected. Duck Tape brand duct tape spotted the fad and encouraged it. They now have an annual "Stuck at Prom" contest to award college scholarships to the most creative couples. More than 250 couples entered the contest in 2005, representing thousands of hours of work and an immense amount of word of mouth. Check out the winners at stuckatprom.com.
Who doesn't like fresh-baked cookies?
Create a special offer, put it in an email, and ask your employees to share it with their friends. Employees will be happy to be talkers, and they get the status of being able to hook up their friends with a deal. Word of mouth will take care of the rest.
Do something silly. Potbelly Sandwiches was covered with scaffolding. Potbelly took advantage of the opportunity and placed a chea banner saying, "Here Is a Potbelly Restaurant Disguised as a Construction Site." How many people walked past that sign, told a coworker, and ordered some lunch?
Put the words "Tell a friend," "Pass it on," all over your website.
Put these words in every email, too.
Train your sales staff to end each sale with a thank you and friendly, " Don't forget to tell your friends."
Put a request on the receipt.
Put a sign on the door.
Send a reminder email after each online order.
Before my organisation's annual conference, we sent a message to every one of our members, asking them to email their clients and associates about the conference. We also asked them to post a reminder to their blogs and newsletters. Each recipient was given a unique "secret" discount code, which made them look good when they passed it along. (Company XYZ's secret code was "weloveXYZ.")
Be funny Tell the readers NOT to forward the message. My most-forwarded messages all start with the phrase "PRIVATE: DO NOT FORWARD."
When Seth Godin published a compilation of essays called The Big Moo, he primed the pump before its official publication date by offering prerelease copies for "2 each. But the catch was, you had to buy a case of 50. He made the offer to people he knew would talk up the book and pass it along to other interested talkers. The proceeds from this prepublication sale went to charity, and Godin put 10,000 copies of the book in the hands of 200 of his best talkers.
The classic "two for one" offer works best with things that need a second person present, like a movie ticket.
Costco offers a free membership for a friend when a current member renews. Costco makes up the cost of the renewal of the friend the next year (and then she brings a friend, too.)
The Week magazine sent me a subscription card that offered a free subscription for a friend if we signed up at the same time.
I'm boggled by executives who make public speeches but don't take the time to bring any sort of handout.
Go ahead and ask your new customer to give you a referral. Someone who just made a decision to do business with you will want to reinforce that decision by getting their friends involved.
You need to get samples of your product into talkers' hands to kick off the conversation.
TPost-it Notes is a wonderful word of mouth story. At first, the product was going nowhere, because nobody had seen these things or knew what to do with them (or even asked for them). So the secretary of the CEO of 3M started using them on documents sent o executives around the country, and sent samples to the secretaries of other Fortune 500 CEOs. Needless to say, they used them, they shared them, and the rest is history.
YouTube is the home for everyone's videos.
Making it exclusive. When Gmail launched, the only way to get an account was if a friend invited you.
Stores can offer a product or add-on that isn't apparent to regular shoppers. Maybe special gift wrapping, a unique flavour, or a delivery service. Video games have "Easter eggs," which are only revealed if you know the secret code. Conversation about where where to find these surprises fills message boards and keeps people talking about the product.
Everyone want s to be a movie reviewer and get invited to exciting premieres. Why? Because we special when we tell our friends.
You should send out tester versions of new producs to your fans, too.)
Google has dozens of new products in development at experiments.withgoogle.com
More than 300,000 people are testing the next version of Windows. People rarely criticise a product that they helped build.
Ask for testimonials. Most customers are glad to give them. But they won't think to do it wihout a little prompting.
Ask for prmission to use the testimonial in your marketing material.
Your staff should be searching the web every morning for mentions of each of your major products.
Reply and respond at every possible chance you have.
Thank people who say nice things about you.
Fix problems and make people happy.
"Hi, I'm Andy from XYZ Company. I was reading your blog/message/website and was dismayed to hear that you couldn't get your Floobulator fixed. Try this: ___________. Or email me, and I'll hook you up with the right people to take care of it.”
This is a great way to get junior staff involved and give them an opportunity to become stars.
Do what Intuit does - create guideposts and guardrails. Give guidance and training for all interested employees who want to participate in the greater outside conversation. Set up strict guardrails that block forbidden behaviors.
For every person whom a happy customer talks to . . .
An unhappy customer tells five people.
A formerly unhappy customer who is made happy tells 10 people.
Convert critics whenever you can. Newer posts show up first in the search results.
You can even create a system to specifically reward and recognise people for giving feedback. Amazon does it by labeling its most active participants as "Top 100" reviewers.
July 16, 2014
Questions to ask someone to find out why they're not taking control of their health:
Have you ever made a promise or resolution to get in shape but didn't succeed?
If you didn't succeed, was it because you just didn't know where to start?
Do you find it hard to stick to a diet because you're not sure if it's working or not?
On Being Remarkable
Find a super simple message and help people share it
"adjust your clock" message from Saturn Cars was remarkable - Saturn sent their email list a simple reminder about daylight saving time.
Nobody tells their friends about donuts you can buy in a gas station. People lined up and drove 4 miles to get fresh Krispy creme donuts.
Good topics : Portable Repeatable ideas one person can repeat successfully.
"HEY! JetBlue has TV!!!"
You should try ____, its _____.
Can you believe _____ does _____ ?
There's nothing better than _____ for ______!
Honestly ask yourself,"Would anyone tell their friend about this?"
Telephone Test - If you play "telephone" with your topic, does it come back recognizable? Or does it come back as "it's some kind of thing that does something for people who do stuff. "
When you find a WOMM strategy you get excited about, you probably just found one that will work.
(I was really stoked about the prerelease reference card, And the people who used it told me it was a great idea and very very useful. Unknown whether or not it generated new members, but it certainly generated some brand awareness on a local level.
Interacting With Customers
ASK IN PERSON: What do you google for? at the user experience discussion the speaker said this was not a good question because it presumes that they are googling or searching the Internet for a solution to their problem. Do not presume this; ask less leading questions to find out what words they might use when looking for a solution to their problem.
YOU ARE THE USER EXPERIENCE
marketing is what you do, not what you say.
pleasereply@domain.com the opposite of donotreply@domain.com. Why would you ever discourage your customers from contacting you?
YOUR JOB: Find the people who like to talk about you! Thank your talkers LIBERALLY, and publicly. They will be grateful for the opportunity to talk with you, about you and will be very surprised when they're actually thanked for doing so.
Talker Profile - (see image): target engaged customers, not high spenders or long-term ones.
opt-in is the best measurement of engagement - newsletter, forums, etc.
an unhappy customer tells five people. an unhappy customer you "save" tells ten.
How to make your customers feel like the best: Detect, Protect, Respect
Demand disclosure. People want to know who they're dealing with: in general, dealing with a company rep is viewed positively so don't mask that!
----check for new accounts every day and personally email them
Your best talker might be your newest customer - THAT IS WHEN WE ASK FOR THE REFERRAL! They're in the honeymoon period where you can't stop talking about how amazing your Product is collop before they see all the warts.
Give them a "free friend" coupon in the signup email
Edit The order confirmation page to reflect this principle.
Merch and Swag
zazzle.com for tee shirts and other branded merch.
People want to feel connected - give them branded merch, events, etc.
Give out swag to people, but give them 10x more than they'll use (so they can hook up their friends too).
"Trade With Me Online" card-sized tag, accredited trader. Bridge digital and physical.
Let users sign up for a QS profile that connects ALL THEIR accounts - ebay, pucatrade, fb, twitter, cardshark, tcg player (In hindsight, not sure how necessary this is but the more ways in which their social circles are connected to our site, the better. )
Tee Shirts
Stickers
What can we put on a 2.5 x 3.5 card that people will ACTUALLY USE?
A Handout for RTR Prerelease (WOM happens 80% ofline) - put something in their hands!!!
[doing this with the RTR Reference Card --kbr]
Cool Kids Clubs
QS accredited trader program / VIP / Ambassador ??
Create a PLEDGE.
"I still get a holiday card from the senator I volunteered for 20 years ago".
Send things by snail mail to [1 year] subscribers. You will BLOW THEIR MINDS. Are we collecting addresses on sign-up?
[[I just enabled optional address collection, but i'm not sure if it will hurt conversions. If so, is it worth it anyway? --kbr]] Follow-up: conversion rate does not seem to be affected negatively if at all. end users have opted into giving us their addresses. Can we get away with requiring this?
give your 'advance team' sneak previews like crazy.
THROW REALLY GOOD PARTIES.
Always say yes to a volunteer - make sure you have work SET ASIDE for them
Help people look smarter - give them newsletters, technical details, all the goods. Make THEM the expert in your product. Talkers live on a diet of information.
Barbershop Network - using the tradition channels of male discourse to discuss a sensitive, awkward but important issue (prostate cancer and exams)
we could do this with LGS owners - smart trade network. Game store owners know the value of their community, and when someone gets ripped off in a trade, especially new players, their community weakens as a result.
Store owners like to encourage fair trading between people in their store, and giving them the tools to help teach this out to their customers strengthens their community, and thus, the entire game as a whole. It also gives us brand awareness on the ground at the local store, where players may not know we exist but have a need for our product.
The 2nd Degree
Newsletter Names should perk up eyes and get things forwarded "How to be a magic trading super genius".
Who is FORWARDING OUR NEWSLETTERS? Do we know? If not , Does mail chimp tell us? If not should we switch to another package like a Weber? Constant contact? Mad Mimi?
Write newsletters for the guy that our guys forward it to NOT the original opt-in guy.
Assume the recipient IS NOT A SUBSCRIBER BUT WANTS TO BE.
Build a form that lets people invite friends to SOMETHING
Put "TELL A FRIEND" in the SIGNUP EMAIL!!!!! (DONE --kbr)
Rewarding authentic sharing behavior cheapens it and makes it awkward - NO REFERRAL $$$
"If my friend finds out i am getting paid for this he will lose trust in me!"
Find testimonials you didn't ask for, link to them, then get permission to publish. Compile a list or a page or an archive of all the testimonials you can find and then make note of where and when you use them.
Build the request for testimonial into all communication
Sharing Content Easily
MOAR YOUTUBE VIDEOS, Can easily request sealed copies of almost any magic product I want from PR, videotape myself excitedly on boxing the package and getting unreasonably excited about the contents. It's not exactly breaking news or journalism, but it's something that people will share especially if I get it out right on the release date.
Publish industry white papers and encourage sharing.
Everyone in the company should put the week (?) topic (newsletter?) in their email signature! Not sure this is applicable to my company, but others in SLP might find this idea useful.
[[added a link below articles that let users email to friends easily --kbr]]
"tell-a-friend" buttons! If someone wants to talk, HELP THEM do it. One user asked us in the forums if we could provide a easy way to print out articles, for off-line use. The requester may not have known this, but this may also be a great way for people to share our work off-line.
Conversations Elsewhere
google blog search to find a post about QS we didn't know about. track every conversation about your brand online and PARTICIPATE.
MTG salvation forums seem crucial, since they have an entire board dedicated to trading and selling cards.
Some Resources
gaspedal.com, wordofmouthbook.com, damniwish.com, zazzle.com
emerson note - "viral visualizer - googlemaps mashup"
emerson note - "can we put easter eggs on our site??"
Emerson Spartz Says - "The difference between you and everyone else who will read this book is that you'll view the whole thing through the lens of Your business and actually act on the advice for your business."
ACTIONABLES
-WP plugin to let writers make easy calls, in the articles (Min imum Viable Prediction Tracker). This is probably going to be an extension of the software I am currently building, which would require me to build in virtual portfolio functionality. The database already has a field for flagging whether a card is actually owned by the user or is "virtual quote, imply that is in a "fantasy portfolio". This is not the best way to handle the problem, and it should be handled by a separate portfolio system, which Sellette user sell cards in batches rather than needing to make the cards in their collection treatable or not tradable.
Have you ever made a promise or resolution to get in shape but didn't succeed?
If you didn't succeed, was it because you just didn't know where to start?
Do you find it hard to stick to a diet because you're not sure if it's working or not?
On Being Remarkable
Find a super simple message and help people share it
"adjust your clock" message from Saturn Cars was remarkable - Saturn sent their email list a simple reminder about daylight saving time.
Nobody tells their friends about donuts you can buy in a gas station. People lined up and drove 4 miles to get fresh Krispy creme donuts.
Good topics : Portable Repeatable ideas one person can repeat successfully.
"HEY! JetBlue has TV!!!"
You should try ____, its _____.
Can you believe _____ does _____ ?
There's nothing better than _____ for ______!
Honestly ask yourself,"Would anyone tell their friend about this?"
Telephone Test - If you play "telephone" with your topic, does it come back recognizable? Or does it come back as "it's some kind of thing that does something for people who do stuff. "
When you find a WOMM strategy you get excited about, you probably just found one that will work.
(I was really stoked about the prerelease reference card, And the people who used it told me it was a great idea and very very useful. Unknown whether or not it generated new members, but it certainly generated some brand awareness on a local level.
Interacting With Customers
ASK IN PERSON: What do you google for? at the user experience discussion the speaker said this was not a good question because it presumes that they are googling or searching the Internet for a solution to their problem. Do not presume this; ask less leading questions to find out what words they might use when looking for a solution to their problem.
YOU ARE THE USER EXPERIENCE
marketing is what you do, not what you say.
pleasereply@domain.com the opposite of donotreply@domain.com. Why would you ever discourage your customers from contacting you?
YOUR JOB: Find the people who like to talk about you! Thank your talkers LIBERALLY, and publicly. They will be grateful for the opportunity to talk with you, about you and will be very surprised when they're actually thanked for doing so.
Talker Profile - (see image): target engaged customers, not high spenders or long-term ones.
opt-in is the best measurement of engagement - newsletter, forums, etc.
an unhappy customer tells five people. an unhappy customer you "save" tells ten.
How to make your customers feel like the best: Detect, Protect, Respect
Demand disclosure. People want to know who they're dealing with: in general, dealing with a company rep is viewed positively so don't mask that!
----check for new accounts every day and personally email them
Your best talker might be your newest customer - THAT IS WHEN WE ASK FOR THE REFERRAL! They're in the honeymoon period where you can't stop talking about how amazing your Product is collop before they see all the warts.
Give them a "free friend" coupon in the signup email
Edit The order confirmation page to reflect this principle.
Merch and Swag
zazzle.com for tee shirts and other branded merch.
People want to feel connected - give them branded merch, events, etc.
Give out swag to people, but give them 10x more than they'll use (so they can hook up their friends too).
"Trade With Me Online" card-sized tag, accredited trader. Bridge digital and physical.
Let users sign up for a QS profile that connects ALL THEIR accounts - ebay, pucatrade, fb, twitter, cardshark, tcg player (In hindsight, not sure how necessary this is but the more ways in which their social circles are connected to our site, the better. )
Tee Shirts
Stickers
What can we put on a 2.5 x 3.5 card that people will ACTUALLY USE?
A Handout for RTR Prerelease (WOM happens 80% ofline) - put something in their hands!!!
[doing this with the RTR Reference Card --kbr]
Cool Kids Clubs
QS accredited trader program / VIP / Ambassador ??
Create a PLEDGE.
"I still get a holiday card from the senator I volunteered for 20 years ago".
Send things by snail mail to [1 year] subscribers. You will BLOW THEIR MINDS. Are we collecting addresses on sign-up?
[[I just enabled optional address collection, but i'm not sure if it will hurt conversions. If so, is it worth it anyway? --kbr]] Follow-up: conversion rate does not seem to be affected negatively if at all. end users have opted into giving us their addresses. Can we get away with requiring this?
give your 'advance team' sneak previews like crazy.
THROW REALLY GOOD PARTIES.
Always say yes to a volunteer - make sure you have work SET ASIDE for them
Help people look smarter - give them newsletters, technical details, all the goods. Make THEM the expert in your product. Talkers live on a diet of information.
Barbershop Network - using the tradition channels of male discourse to discuss a sensitive, awkward but important issue (prostate cancer and exams)
we could do this with LGS owners - smart trade network. Game store owners know the value of their community, and when someone gets ripped off in a trade, especially new players, their community weakens as a result.
Store owners like to encourage fair trading between people in their store, and giving them the tools to help teach this out to their customers strengthens their community, and thus, the entire game as a whole. It also gives us brand awareness on the ground at the local store, where players may not know we exist but have a need for our product.
The 2nd Degree
Newsletter Names should perk up eyes and get things forwarded "How to be a magic trading super genius".
Who is FORWARDING OUR NEWSLETTERS? Do we know? If not , Does mail chimp tell us? If not should we switch to another package like a Weber? Constant contact? Mad Mimi?
Write newsletters for the guy that our guys forward it to NOT the original opt-in guy.
Assume the recipient IS NOT A SUBSCRIBER BUT WANTS TO BE.
Build a form that lets people invite friends to SOMETHING
Put "TELL A FRIEND" in the SIGNUP EMAIL!!!!! (DONE --kbr)
Rewarding authentic sharing behavior cheapens it and makes it awkward - NO REFERRAL $$$
"If my friend finds out i am getting paid for this he will lose trust in me!"
Find testimonials you didn't ask for, link to them, then get permission to publish. Compile a list or a page or an archive of all the testimonials you can find and then make note of where and when you use them.
Build the request for testimonial into all communication
Sharing Content Easily
MOAR YOUTUBE VIDEOS, Can easily request sealed copies of almost any magic product I want from PR, videotape myself excitedly on boxing the package and getting unreasonably excited about the contents. It's not exactly breaking news or journalism, but it's something that people will share especially if I get it out right on the release date.
Publish industry white papers and encourage sharing.
Everyone in the company should put the week (?) topic (newsletter?) in their email signature! Not sure this is applicable to my company, but others in SLP might find this idea useful.
[[added a link below articles that let users email to friends easily --kbr]]
"tell-a-friend" buttons! If someone wants to talk, HELP THEM do it. One user asked us in the forums if we could provide a easy way to print out articles, for off-line use. The requester may not have known this, but this may also be a great way for people to share our work off-line.
Conversations Elsewhere
google blog search to find a post about QS we didn't know about. track every conversation about your brand online and PARTICIPATE.
MTG salvation forums seem crucial, since they have an entire board dedicated to trading and selling cards.
Some Resources
gaspedal.com, wordofmouthbook.com, damniwish.com, zazzle.com
emerson note - "viral visualizer - googlemaps mashup"
emerson note - "can we put easter eggs on our site??"
Emerson Spartz Says - "The difference between you and everyone else who will read this book is that you'll view the whole thing through the lens of Your business and actually act on the advice for your business."
ACTIONABLES
-WP plugin to let writers make easy calls, in the articles (Min imum Viable Prediction Tracker). This is probably going to be an extension of the software I am currently building, which would require me to build in virtual portfolio functionality. The database already has a field for flagging whether a card is actually owned by the user or is "virtual quote, imply that is in a "fantasy portfolio". This is not the best way to handle the problem, and it should be handled by a separate portfolio system, which Sellette user sell cards in batches rather than needing to make the cards in their collection treatable or not tradable.
February 24, 2025
"Buzz Marketing" de Andy Sernovitz ha sido una lectura bastante interesante. Me ha gustado cómo resalta la importancia de compartir opiniones tras consumir un producto o servicio, demostrando que incluso las acciones más pequeñas pueden tener un gran impacto. La idea central de que nuestras reseñas, comentarios y recomendaciones son fundamentales en el marketing boca a boca sigue siendo totalmente vigente.
Sin embargo, al ser un libro publicado originalmente en 2011, algunos puntos se sienten desfasados. La insistencia en el blog y el correo electrónico como herramientas principales de difusión no refleja del todo el panorama actual, donde las redes sociales han tomado la delantera. Aun así, el resto de los conceptos y estrategias que plantea siguen siendo sumamente útiles y aplicables, por lo que vale la pena leerlo.
February 10, 2022
Jestem bardzo zadowolona, że przeczytałam tę książkę, Została we mnie .
Pokazuje ona znaczenie poleceń produktów, znaczenie rekomendacji, szybkość z jaką roznosi się wieść o czymś innowacyjnym, odważnym, oraz jak bardzo można oszczędzić masę pieniędzy na marketing, reklamę sprytnym sposobem, używania sprzedających się "chwytów" , pomysłów oraz
odwagi. Polecam dla sprzedawców i biznesów w celu obcięcia kosztów na drogą promocję
Pokazuje ona znaczenie poleceń produktów, znaczenie rekomendacji, szybkość z jaką roznosi się wieść o czymś innowacyjnym, odważnym, oraz jak bardzo można oszczędzić masę pieniędzy na marketing, reklamę sprytnym sposobem, używania sprzedających się "chwytów" , pomysłów oraz
odwagi. Polecam dla sprzedawców i biznesów w celu obcięcia kosztów na drogą promocję
January 25, 2017
I couldn't agree more with what's talked about in this book. Word of mouth marketing is so powerful and effective but so often overlooked! This book is very easy to read, and it lays out very clearly the whole idea of good word of mouth, from why it is important to how to make it work and to measure it. I'd say its a must read for every startup, sales, and marketing professionals.
December 4, 2017
This one contains most of what you may have learnt about word of mouth marketing during your MBA years, but with newer examples. It’s simple & concise, even funny at times! And even if you know it (WoMM) already as a service provider/ entrepreneur, it’s worth reading this one every now and then. We all can use those refreshers. :)
July 12, 2019
(The English review is placed beneath Russian one)
Книги на данную тему чрезвычайно редки, а по-настоящему удачных, и того меньше. Поэтому выбор не велик. Данную книгу отличает как раз попытка заполнить чем-то пустоту, нежели написать действительно качественную книгу. Более того, книга прямой образчик народного маркетинга (аналог «народной психологии»), т.е. написана без какой-либо серьёзной теории, с примерами, которые наполняют книгу на 80-85% и огромным количеством повторов, воды и пр. Я бы даже сказал, что это обычная статья, к которой прицепили примеров на 200 страниц. И честно сказать, ещё не дойдя и до середины книги, я почувствовал некоторую усталость от постоянного перемалывания одного и того же.
Главная идея всей книги – о вас или о вашем бренде должны говорить. Говорить как фанаты, так и простые покупатели. К примеру, необходимо обнаружить людей, которых автор обозначает как «распространители информации», т.е. тех, кто будет рассказывать о вас и/или о вашем бренде в связи с каким-либо событием, которое вас касается. Далее, пишет автор, необходимо создать причину, по которой о вас будут говорить. Тут подойдут всё, начиная от вашего поста в социальных сетях до вашего стиля или дизайна вашего продукта или до вашей новой PR акции. В общем, все, что покажется интересным, что имеет шансы получить распространение от одного человека к другому. Вывели продукт с очень странным дизайном – повод поговорить с друзьями на эту тему за чашкой кофе. Компания устроила акцию «самый большой гамбургер» - повод обсудить это с друзьями в социальных медиа. И так далее. Книга будет содержать множество подобных примеров. Будьте интересными, выделяйтесь из толпы конкурентов – ещё одна главная идея книги.
Классическая реклама, пишет автор, не является сарафанным маркетингом или рекламой «из уст в уста». Так же как платные или заказные отзывы или обзоры, не являются также устной рекламой. Как пишет автор, «молодец, ты заработал свои 50$, но мне-то что с этого», по поводу платных акций подобного рода. Они не создадут того эффекта, который производят реальные обзоры, отзывы и мнения настоящих потребителей, которые становятся мотором сарафанного маркетинга.
К сожалению, ближе к концу, автор будет говорить совсем уж об очевидных вещах, как то: посты в блогах, социальных сетях и пр. Поэтому, по сути, ценна только первая часть книги, да и то, её меньшая часть. Хотя, если есть желание или потребность в данной теме, можно прочесть всю книгу целиком, т.к. читается книга, как и вся подобная ей литература, крайне легко. Так же возможно, кого-то заинтересует огромное количество примеров. Правда, я бы посоветовал вместо этой, прочитать книгу на эту же тему «Заразительный. Психология сарафанного радио. Как продукты и идеи становятся популярными» Йона Бергер.
Books on this topic are extremely rare. Therefore, the choice is not great. This book is distinguished by an attempt to fill the void rather than write a really good book. Moreover, the book is a sample of folk marketing (analog of "folk psychology"), i.e. written without any serious theory, with examples that fill the book by 80-85% and a huge number of repetitions, water, etc. I would even say that this is an ordinary article, to which 200 pages of examples have been attached. And frankly, before I got to the middle of the book, I felt tired of repeating the same thing all the time.
The main idea of the whole book is that your customers should talk about you or your brand. This should involve both your fans and ordinary customers. For example, it is necessary to find people whom the author of the book designates as "distributors of information", i.e. those who will talk about you and/or your brand in connection with an event that is somehow related to you. Next, the author writes, it is necessary to create a reason why they will talk about you. From your social media post to your style or design of your product or to your new PR campaign. In general, anything that seems interesting that has a chance to get spread from one person to another. We have brought out a product with a very strange design - an occasion to talk to friends about it over a cup of coffee. The company organized a campaign "the biggest hamburger" - an occasion to discuss it with friends in social media. And so on. The book will contain many such examples. Be interesting; stand out from the crowd of competitors - another main idea of the book.
Classic advertising, the author writes, isn't word of mouth marketing or word of mouth advertising. As the author writes, "Well done, you've earned your $50, but what is the use of such a paid review for me?" They won't create the effect that makes real reviews - reviews and opinions of real consumers, who become the motor of word of mouth marketing.
Unfortunately, towards the end, the author will be talking about obvious things, such as blog posts, social networks, etc. Therefore, only the first part of the book is valuable, the smaller part of it. Although, if you have a desire or a need for this topic, you can read the whole book, because the book is easy to read, as well as all similar literature. It is also possible that someone will be interested in a huge number of examples. However, I would advise to read a book on the same subject "Contagious: Why Things Catch On" by Jonah Berger.
Книги на данную тему чрезвычайно редки, а по-настоящему удачных, и того меньше. Поэтому выбор не велик. Данную книгу отличает как раз попытка заполнить чем-то пустоту, нежели написать действительно качественную книгу. Более того, книга прямой образчик народного маркетинга (аналог «народной психологии»), т.е. написана без какой-либо серьёзной теории, с примерами, которые наполняют книгу на 80-85% и огромным количеством повторов, воды и пр. Я бы даже сказал, что это обычная статья, к которой прицепили примеров на 200 страниц. И честно сказать, ещё не дойдя и до середины книги, я почувствовал некоторую усталость от постоянного перемалывания одного и того же.
Главная идея всей книги – о вас или о вашем бренде должны говорить. Говорить как фанаты, так и простые покупатели. К примеру, необходимо обнаружить людей, которых автор обозначает как «распространители информации», т.е. тех, кто будет рассказывать о вас и/или о вашем бренде в связи с каким-либо событием, которое вас касается. Далее, пишет автор, необходимо создать причину, по которой о вас будут говорить. Тут подойдут всё, начиная от вашего поста в социальных сетях до вашего стиля или дизайна вашего продукта или до вашей новой PR акции. В общем, все, что покажется интересным, что имеет шансы получить распространение от одного человека к другому. Вывели продукт с очень странным дизайном – повод поговорить с друзьями на эту тему за чашкой кофе. Компания устроила акцию «самый большой гамбургер» - повод обсудить это с друзьями в социальных медиа. И так далее. Книга будет содержать множество подобных примеров. Будьте интересными, выделяйтесь из толпы конкурентов – ещё одна главная идея книги.
Классическая реклама, пишет автор, не является сарафанным маркетингом или рекламой «из уст в уста». Так же как платные или заказные отзывы или обзоры, не являются также устной рекламой. Как пишет автор, «молодец, ты заработал свои 50$, но мне-то что с этого», по поводу платных акций подобного рода. Они не создадут того эффекта, который производят реальные обзоры, отзывы и мнения настоящих потребителей, которые становятся мотором сарафанного маркетинга.
К сожалению, ближе к концу, автор будет говорить совсем уж об очевидных вещах, как то: посты в блогах, социальных сетях и пр. Поэтому, по сути, ценна только первая часть книги, да и то, её меньшая часть. Хотя, если есть желание или потребность в данной теме, можно прочесть всю книгу целиком, т.к. читается книга, как и вся подобная ей литература, крайне легко. Так же возможно, кого-то заинтересует огромное количество примеров. Правда, я бы посоветовал вместо этой, прочитать книгу на эту же тему «Заразительный. Психология сарафанного радио. Как продукты и идеи становятся популярными» Йона Бергер.
Books on this topic are extremely rare. Therefore, the choice is not great. This book is distinguished by an attempt to fill the void rather than write a really good book. Moreover, the book is a sample of folk marketing (analog of "folk psychology"), i.e. written without any serious theory, with examples that fill the book by 80-85% and a huge number of repetitions, water, etc. I would even say that this is an ordinary article, to which 200 pages of examples have been attached. And frankly, before I got to the middle of the book, I felt tired of repeating the same thing all the time.
The main idea of the whole book is that your customers should talk about you or your brand. This should involve both your fans and ordinary customers. For example, it is necessary to find people whom the author of the book designates as "distributors of information", i.e. those who will talk about you and/or your brand in connection with an event that is somehow related to you. Next, the author writes, it is necessary to create a reason why they will talk about you. From your social media post to your style or design of your product or to your new PR campaign. In general, anything that seems interesting that has a chance to get spread from one person to another. We have brought out a product with a very strange design - an occasion to talk to friends about it over a cup of coffee. The company organized a campaign "the biggest hamburger" - an occasion to discuss it with friends in social media. And so on. The book will contain many such examples. Be interesting; stand out from the crowd of competitors - another main idea of the book.
Classic advertising, the author writes, isn't word of mouth marketing or word of mouth advertising. As the author writes, "Well done, you've earned your $50, but what is the use of such a paid review for me?" They won't create the effect that makes real reviews - reviews and opinions of real consumers, who become the motor of word of mouth marketing.
Unfortunately, towards the end, the author will be talking about obvious things, such as blog posts, social networks, etc. Therefore, only the first part of the book is valuable, the smaller part of it. Although, if you have a desire or a need for this topic, you can read the whole book, because the book is easy to read, as well as all similar literature. It is also possible that someone will be interested in a huge number of examples. However, I would advise to read a book on the same subject "Contagious: Why Things Catch On" by Jonah Berger.
March 7, 2019
This is great book to learn all the basics of Word of Mouth Marketing. It is full of worksheets, exercises, tools, links. You'll learn what WoMM is, how to create a campaign, implement it, and tracking it. This book and Talk Triggers are must reads for consumer marketing experts.
March 18, 2019
One of those books that I rarely put my highlighter/pen down, and I dog-eared some pages to go back to as I put some of his suggestions into practice. This is one I'll be pulling off the shelves to refer back to the author's advice regularly for quite some time.
November 16, 2017
Great book. It was really a simple read with lots of useful information for businesses. I'd recommend this book to any college student hoping to thrive as an entrepreneur one day.
June 8, 2018
3 з 5
Можливо, колись вона була проривом.
Зараз очевидна.
Але 3 не за це, а за те, що всю суть книги можна викласти на 10 сторінках.
З прикладами на 20.
Багато повторів. Одне і те ж, одне і те ж.
Можливо, колись вона була проривом.
Зараз очевидна.
Але 3 не за це, а за те, що всю суть книги можна викласти на 10 сторінках.
З прикладами на 20.
Багато повторів. Одне і те ж, одне і те ж.
January 16, 2019
lots of useful ideas. practical.
April 23, 2019
Only loses a star for age. All of the principles are fantastic, and there are tons of concrete examples to start doing today!
December 30, 2019
Great no-nonsense read with plenty of practical examples and ideas. I truly appreciate his convicting cynicism towards traditional marketing and proclivity to act differently.
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