1. Word of mouth marketing
for not for profits
Key Audiences

2. Is marketing dead?
Advertising clutter
Media fragmentation
Tuned out & time poor
Cost
Trust Is anybody paying attention?

3. What is word of mouth (WOM)?

4. WOM is different
40 000 years
Intimate the desire to share information
Credible people believe people they know
Free costs nothing
Speed often starts slowly then quick to
then spreads quickly

5. WOM needs….
Homophily
Credibility
Value
Opportunities
Consistency

6. Consistency

7. Do we have the
preconditions for WOM?

8. Types
Organic
Amplified
Real world
Digital

9. WOM Elements
Talkers
Topics
Tools
Timing
Tracking

10. Community B
Community A Community C

11. Who are talkers?
Key influencers
Stakeholder
Advocates
Position
Champions
Personality
Sneezers
Experience
Alphas
Skills
Opinion leaders
Longevity
Shapers
Early adopters
Hubs

12. What talkers do?
Networks
Language
Credibility
Communications

13. Find talkers
Cause-connected
Self identify
Key professions & organisations
Prominent individuals
Observation

14. Recruit talkers
Research
Face to face
Stories
Pass-on tools
Face to face
Continuous contact
Explain who you are
Tell stories
Ask for help
Thank you
Keep contact

15. are
er e r
h u
W yo cers?
en
fl u
in

16. Topics

17. n
sa t io
ver
a con
th
e w or
st b
mu
Yo u

18. Types of topics
Client successes
Volunteer stories
Achievements
Challenges
Research & data
Plans

19. Sources of topics
Own Stories
•Board
•Staff
•Volunteers Crowd sourcing brings
•Past history
•Authenticity
•Variety
•Different perspectives
Crowd Source Stories
•Clients
•Supporters
•Similar organisations
•Comparable efforts

20. Where are
our stories?

21. Tools
Business cards
Print material
Events
Copy for newsletters, websites,
emails, social media
Video, audio, images
Samples, coupons & discounts

22. Wh
ou ere ar
r to e
ol s
?

23. Timings
Opportunity Opportunity Opportunity

24. Sample 12 month program
Find talkers and develop topics Sep – Dec
Approach talkers Jan - Mar
Keep contact Apr – Jun
Revise program and re-connect Jul - Sep

25. Track
Number of appointments
Number of talkers
How they help?
Frequency of conversations
What is the impact
How much effort they need
Anecdotes and feedback

26. Social media and WOM
Benefits
Easily produced and distributed
Permanent
Can reach many people
Cost
Drawbacks
Fans, followers and fails
Comments and criticisms
Newbie nerves

28. how to’s of social media for WOM
Establish accounts
Find existing communities
Listen
Contribute to conversations
Create your own community
Advocate and shape the conversation
Ask others to share your content
Crowd source content for your accounts
Encourage others to interpret your issue

29. Summary
Is your issue credible, valuable and consistent?
Identify talkers
Provide topics
Offer pass-on tools
Develop a timetable
Track the conversation