1. Word-of-Mouth
Marketing
By:-
ARUN CHAUDHARY
SEC- 1801

2. Overview
• What is word-of-marketing and why you
should care
• Making the most of social networks
• Electronic word-of-mouth marketing

3. .
What does the word
“marketing”
mean to you?

4. Marketing - Textbook Definition:
The activities of listening to customer needs,
assessing the competitive landscape and
then designing and creating products and
services accompanied by messages that
shape audience perceptions, leading to
opportunities for revenue.

5. Translation
• Find out what they want
• Give it to them at a reasonable cost
• Tell them about it

6. Four P’s of the Marketing Mix
• Product
• Place
• Price
• Promotion

7. Old School vs. New-Marketing
OLD NEW
Everyone’s responsibility
Marketing department
Library controls Users have power
Library’s content Users’ content
Focus groups, surveys User feedback
Advertising Evangelizing
One way broadcast Two-way, iterative conversation

8. What is Word-of-Mouth Marketing?
Activities that generate personal
recommendations and referrals for your
services, or “products”

9. Why Should I Care ?
• Traditional marketing is becoming less
effective
– information overload
– skeptical public
– “narrowcasting”

10. Technology Pumps It Up!
• Potential for the exponential
• Message is recorded (somewhere!), no
longer ephemeral
• Vital for “hard-to-reach” groups

11. It All Begins With One-to-One
One-to-one is:
• Trusted
• Timely
• Tailored

12. I Thought Viral Was a Bad Thing …?
• Word-of-mouth – person to person
• Viral – word-of-mouth enhanced by online
interactions
• Buzz – Everyone is talking about it – message
is no longer moving linearly

13. Word-of-mouth Is Not Appropriate When:
• Product is complicated
• Forced, fake, or bought
• Product is a dog

14. Creating a Buzz
• Let’s give them something to talk about!
• The Wow! factor

15. “Six Buttons of Buzz”
• Taboo
• Outrageous
• Unusual
• Hilarious
• Remarkable
• Secrets

16. The People Who Make it Happen
“Influentials”
–Mavens
–Ambassadors
–Salespeople
–Connectors

17. Spreading the Word
• Listening not telling
• Use the feedback loop- even if it hurts

18. Audience expectations
• Customized
• Content driven
• Creative
• Connected

19. The Long Tail
Distributing more of niche
market items

20. Introducing Yourself to a New Network
• Your “elevator speech”
– clear, concise, compelling
– no mumbo jumbo
– end with invitation for interaction

21. Words to Avoid

22. Electronic Word-of-Mouth
• Email newsletters
• Link building
• Blogs

23. Email Newsletters
• Publish for pennies
• Opt in
• Privacy policy
• Measuring email
marketing
– good: Opened
– better: click-through
– best: forwarded

24. Blog: Why?
• Build relationships
• Listen, get feedback
• Preview new services
• Build communities
• Solve problems
• Collaborate to create new and better
services

25. Qualities of a Blogger
• Time and commitment to blog
• Well-informed
• Opinionated
• Truthful
• Good writer
• Authentic voice

26. THANK YOU