The Dos and Don’ts of Word-of-Mouth Marketing
Big Fuel, a full-service social media and branded content agency, and Zuberance, a social marketing company focused on brand advocates, recently co-hosted an interactive panel discussion in New York City titled How to Turn Word of Mouth and Social Media Into Sales. The panel featured top marketers from JetBlue, Microsoft, Big Fuel and Zuberance, and was moderated by Advertising Age. Here's a recap of the dos and don'ts of word-of-mouth marketing and brand advocacy that were covered at the event:
1. Listen to your customers. Give them a chance to invest in your company with their wisdom, thought and feedback. During JetBlue’s spring leadership conference, the company tweeted to its 1.6 million followers, “What would you say to JetBlue’s leadership in 140 characters?” The replies were posted on the screen in front of every officer and director of the company.
2. Systematically identify your advocates. Use the “ultimate question” to identify brand advocates: On a scale of one to 10, how likely are you to recommend our brand or service to a friend or colleague? Those who answer nine or 10 are considered advocates. Microsoft's SMB leverages multiple channels to identify advocates, including Facebook, Twitter and its SMB Advantage newsletter.
3. Be relevant to your audience. Consider the "6 a.m. test.” What’s important to consumers when they wake up? Be relevant to your audience on their agenda and tap into their interests. A great example of this is a recent campaign from Kotex called “What Fits You?” In its effort to reach a younger audience, Kotex interviewed thousands of female college students at 15 different campuses, asking them to discuss what they’re passionate about. The hyper-localized video content was shared not only within the social networks of the individual colleges, but was also used for targeted commercials and on-site displays. Kotex was able to sell a year’s worth of product in about two months as a result of the campaign.