Future of Trade 2024 - Decoupled and Reconfigured - Snapshot Report
SMB Seattle - Offline WOM by Saul Colt
1. Clever presentation title
Creating amazing Offline Word of
Mouth to drive online chatter!
Saul Colt – Head of Magic
November 25th, 2011– Social Media Breakfast - Seattle, Wa
2. A fancy professional speaker once
told me to remove the first two
slides of all my presentations
because they were usually
unnecessary.
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3. …but that is going to make the third
slide harder to understand…but
here goes.
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9. And that is how you too can get on a
Digital Board in Times Square!
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10. A simple search for the definition of
Word of Mouth in Wikipedia will tell you
that….
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11. “Word of Mouth”
was the second album by Jaco Pastorius,
released in 1981 while the bassist was a
member of of the band Weather Report
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12. …and while that is true I prefer to
explain it as doing something so
fascinatingly interesting that people
have no other choice but to tell their
friends about a cool experience they
had.
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15. …then those experiences better
be creative!
Quick Points on Creativity:
• Creativity does not come from a
committee.
• Creativity comes from thinking
uniquely and being fearless.
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16. Ways to create experiences if you are
not on antidepressants!
• Look for obvious connections (Do research)
• Play on Emotions.
• Force people to ask questions.
• Add Conflict.
• Make people feel special.
• Be Interesting Yourself.
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17. Look for connections/Do research!
• Wikipedia
• The Googles
• LinkedIn
• Blogs
• Twitter Search
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33. By promoting your customers you are
forming a real connection and with
that connection you will empower
your customers to talk about your
company and indirectly
you have a highly passionate
sales force!
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34. The more connected you are
with your customers the better
you will know what they want,
like…
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35. …the more you will try to not
disappoint them.
(with a WOM initiative that is a huge miss)
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36. These types of activities will
help build your brand and
start lots of conversations,
and when it is all said and
done those are the only things
a competitor can’t steal!
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48. Three other things to remember…
Live The 4 E’s
• Execute
• Extraordinary
• Experiences
• Everyday
-Mike McDerment, CEO of FreshBooks
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49. Three other things to remember…
”The absolute best
things about WOM
campaigns are that
if they fail it usually
means no one
knows about them.”
-Andy Sernovitz, CEO of Gaspedal
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50. Three other things to remember…
If you want to give
something away for
free…give something
away for free. Never
make your customers
work because they
aint gonna.
-Bill Veeck, Baseball Hustler
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51. …and what exactly am I calling
this new way to spread to
messages to people with or
without a budget?
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