Presentation during the WOMMA Summit 3 Las Vegas

1. WOM Tools:
Ten Tools to Spread the Word
Geno Church, Word of Mouth Inspiration Oficer, Brains on Fire
Adi Sideman, President CEO, Oddcast
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2. Think beyond tactics and think more holistic.
What do you want your WOM tools to do?
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3. Where do they fall in the cycle that takes
your customer from participating
with your brand to evangelism.
And let’s think about the term customer,
lets call them potential advocates or fans.
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5. Participation
Whether in person or on the web–
is about the experience.
Once they’ve made the decision to interact,
is that interaction remarkable?
Is it engaging enough to turn a
casual user into a fan?
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6. Question?
What do you do that is engaging or remarkable?
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7. Tool #1
Customize conversation tools where your
advocates have natural conversations —
at a store, in a chatroom, at church,
or a Friday night football game.
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8. Rage Against the Haze
South Carolina’s teen
anti-tobacco use movement.
Friday Night Rage Event
Local high school football games
every friday night across the state.
Rage teens have conversations with
other state teens about smoking.
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9. Traditional no smoking symbol
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10. This is a youth created conversation tool
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12. Adoption to Evangelist
Adoption is personal but passive.
Turning adoptive passive behavior into fan evangelism
requires understanding the fans’ needs.
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13. This transition is far from guaranteed.
It’s the di erence between a contented relationship
and shouting “I love you!” from the rooftops.
Nurture and reinforce their involvement,
and work with them to provide tools that
they use to amplify their adoption.
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14. Tool #2
O ine and Online open source tools.
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15. Fiskars Brands
Makes tools for crafters.
Fiskateers Crafting Ambassadors
Online and o ine community of crafters
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16. Fiskateer Welcome Kit
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17. Online Community Tools
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18. O ine Community Tools
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20. Community Ownership
To continue to feed the evangelist ames,
they need to know that they are not alone,
so providing opportunities for evangelists to gather
and interact is an important catalyst.
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21. Great brand communities are co-owned by the fans.
The key here is allow your fans the ability to
participate in the message.
The more they are encouraged to lead and to develop
their own messages, the more they will believe that the
community and the experience belongs to them.
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22. Tool #3
Bring your advocates together in person.
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23. Bring 52 Fiskateers together
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24. Training and Fun
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25. Random Acts of Crafting
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26. True Ownership requires sacri ce.
Loyalty, the willingness of someone
– a customer, an employee, a friend
– to make an investment or personal sacri ce.
Taking shared responsibility for
continued success of the organization.
Whether it’s taking the time to put up iers
or write a letter, spending the money to create their own swag,
or any number of activities, it’s the real investment
of something they believe in.
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27. Geno Church
genoc@brainsonfire.com
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28. Geno Church
genoc@brainsonfire.com
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