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This SlideShare has been adapted from Dan Martell’s 
“Breaking Down the Methodology Behind Word of 
Mouth Marketing” on Word of Mouth Marketing 
Association and Paul Jankowski’s “4 Tactics to 
Build Your Word of Mouth” on Forbes.com.
You’ve spent 12 months building the most wicked 
product in the world. Now what? 
Now, you need customers, revenue, and growth.
So here’s the sequence most 
entrepreneurs follow: 
Step 1: You launch a blog
Step 2: You launch your Facebook page
Step 3: You start promoting 
your writing to your fan 
community of 50 
Then you wait. You’ve built it; 
why aren’t they coming?
“Any product can be remarkable. Any 
product can be emotional. Like any 
good marketing plan, it follows a 
standard framework. Amazing 
marketers take the same basic 
skeletons and flesh them out.”2 
Marketing Professor 
Jonah Berger 
Don’t fret.
Just think about why you share: 
Most likely, it’s made 
you laugh out loud,
saved you time
solved your most pressing problems.
It’s caught you by surprise and has 
struck an emotional chord.
Effective marketers are creative, but also 
systematic. Here are the 4 most important 
steps, according to Paul Jankowski, Chief 
Strategist at New Heartland Group:
1. Make a Target List of Influencers 
Make sure you are speaking to leaders and influencers in your 
space. These can be journalists, public figures, bloggers, or 
even trendsetting fans.
DO: 
It is a good idea to make 
a target list of 
influencers that appeal to 
your key demographic 
and make sure that they 
know about what you do.
DON’T: 
Badger them with calls and 
emails—but rather take the 
time to learn about them 
and why they are 
influential, then open up a 
dialogue by engaging with 
their content in ways that 
are relevant to your brand.
Example: P&G’s 
Thank You Mum 
If you held back some tears 
while watching that video, the 
ad has worked. It not only 
touches us, but also gives us a 
heartwarming reminder to be 
grateful to our mothers. 
P&G is well known for 
producing household products, 
of which mothers are likely 
their biggest consumers.
Results of P&G’s Thank You Mum
2. Build a Community 
Build a Close Knit Social Media Community—The easiest 
way to directly communicate with your audience is to 
engage with them via social platforms 3.
Example: Will it Blend? 
Will it Blend is a viral marketing 
campaign consisting of 
infomercials. With a good blend 
(pun intended) of humour, 
quirkiness and bright smiles all 
around, Will it Blend became an 
instant hit with people. They also 
involved customers by asking 
for things to blend and in the 
process, creating a community.
“Will it Blend?” Campaign Results 6
3. Be a Thought Leader 
Not only do you want to target 
the influencers in your space. 
You want to be one! 
DO: Figure out what makes you 
and your business unique, and 
tell people about it. Figure out 
the medium that best supports 
your ideas and develop a 
strategy to grow your 
presence there.
Example: Camp Gyno 
Hello Flo managed to market 
female sanitary products 
without coming across as 
patronising (remember the 
cringe-worthy “Have a happy 
period”?). 
Instead, they tapped into a 
sense of shared humor and 
sisterhood among all women, 
making this campaign 
refreshingly honest about 
that time of the month.
“Camp Gyno” Campaign Results 7
4. Be consistent 
The success of Word 
of Mouth marketing 
depends on 
customer’s trust of 
the brand. You have 
to earn enough merit 
to become a worthy 
topic of conversation.
DO: 
Maintain integrity 
across online 
platforms (your 
website, social media, 
and mobile). 
DON’T: 
Underestimate your 
audiences. They can 
smell fluff from a 
million miles away 
(especially from a 
computer screen).
Example: 
Dollar Shave Club 
Dollar Shave Club succeeded 
by leveraging the skepticism 
surrounding the high price of 
razors8. Men were told that 
they needed three blades for 
a comfortable shave. Then it 
was four, then five, and six. 
As Dollar Shave Club points 
out, Your handsome 
grandfather had one blade”. 
It seems that their simple 
model of providing good 
blades at a low price every 
month is doing well.
“Our Blades are F***ing Great” 
Campaign Results 9
Word-of-Mouth 
can’t be bought; it 
has to be earned. 
Visit www.ReferralCandy.com 
to find out more about how to 
grow your Word-of-Mouth!
Sources: 
1. http://www.mckinsey.com/insights/marketing_sales/a_new_way_to_measure_word-of-mouth_marketing 
2. http://www.womma.org/posts/2013/07/breaking-down-the-methodology-behind-word-of-mouth-marketing 
3. http://www.forbes.com/sites/pauljankowski/2013/03/13/4-tactics-to-build-your-word-of-mouth/ 
4. http://blog.referralcandy.com/2014/06/19/6-ads-went-viral-according-jonah-berger/ 
5. http://prsany.org/downloads/BigAppleAwards2013/p_g_builds_consumer_loyalty_during_london_ 
2012_olympics__marina_maher_communications.pdf 
6. http://adage.com/article/the-viral-video-chart/digital-marketing-top-10-viral-ads-time/145673/ 
7. http://www.entrepreneur.com/article/233207 
8. http://www.fastcompany.com/1835082/3-marketing-takeaways-dollar-shave-club%E2%80%99s-fing-great-ad 
9. http://searchenginewatch.com/article/2193070/How-Dollar-Shave-Club-Got-Their-Sales-Pitch-in- 
Front-of-5-Million-People

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4 Tactics to Build Word Of Mouth

  • 2. This SlideShare has been adapted from Dan Martell’s “Breaking Down the Methodology Behind Word of Mouth Marketing” on Word of Mouth Marketing Association and Paul Jankowski’s “4 Tactics to Build Your Word of Mouth” on Forbes.com.
  • 3. You’ve spent 12 months building the most wicked product in the world. Now what? Now, you need customers, revenue, and growth.
  • 4. So here’s the sequence most entrepreneurs follow: Step 1: You launch a blog
  • 5. Step 2: You launch your Facebook page
  • 6. Step 3: You start promoting your writing to your fan community of 50 Then you wait. You’ve built it; why aren’t they coming?
  • 7. “Any product can be remarkable. Any product can be emotional. Like any good marketing plan, it follows a standard framework. Amazing marketers take the same basic skeletons and flesh them out.”2 Marketing Professor Jonah Berger Don’t fret.
  • 8. Just think about why you share: Most likely, it’s made you laugh out loud,
  • 10. solved your most pressing problems.
  • 11. It’s caught you by surprise and has struck an emotional chord.
  • 12. Effective marketers are creative, but also systematic. Here are the 4 most important steps, according to Paul Jankowski, Chief Strategist at New Heartland Group:
  • 13. 1. Make a Target List of Influencers Make sure you are speaking to leaders and influencers in your space. These can be journalists, public figures, bloggers, or even trendsetting fans.
  • 14. DO: It is a good idea to make a target list of influencers that appeal to your key demographic and make sure that they know about what you do.
  • 15. DON’T: Badger them with calls and emails—but rather take the time to learn about them and why they are influential, then open up a dialogue by engaging with their content in ways that are relevant to your brand.
  • 16. Example: P&G’s Thank You Mum If you held back some tears while watching that video, the ad has worked. It not only touches us, but also gives us a heartwarming reminder to be grateful to our mothers. P&G is well known for producing household products, of which mothers are likely their biggest consumers.
  • 17. Results of P&G’s Thank You Mum
  • 18. 2. Build a Community Build a Close Knit Social Media Community—The easiest way to directly communicate with your audience is to engage with them via social platforms 3.
  • 19. Example: Will it Blend? Will it Blend is a viral marketing campaign consisting of infomercials. With a good blend (pun intended) of humour, quirkiness and bright smiles all around, Will it Blend became an instant hit with people. They also involved customers by asking for things to blend and in the process, creating a community.
  • 20. “Will it Blend?” Campaign Results 6
  • 21. 3. Be a Thought Leader Not only do you want to target the influencers in your space. You want to be one! DO: Figure out what makes you and your business unique, and tell people about it. Figure out the medium that best supports your ideas and develop a strategy to grow your presence there.
  • 22. Example: Camp Gyno Hello Flo managed to market female sanitary products without coming across as patronising (remember the cringe-worthy “Have a happy period”?). Instead, they tapped into a sense of shared humor and sisterhood among all women, making this campaign refreshingly honest about that time of the month.
  • 24. 4. Be consistent The success of Word of Mouth marketing depends on customer’s trust of the brand. You have to earn enough merit to become a worthy topic of conversation.
  • 25. DO: Maintain integrity across online platforms (your website, social media, and mobile). DON’T: Underestimate your audiences. They can smell fluff from a million miles away (especially from a computer screen).
  • 26. Example: Dollar Shave Club Dollar Shave Club succeeded by leveraging the skepticism surrounding the high price of razors8. Men were told that they needed three blades for a comfortable shave. Then it was four, then five, and six. As Dollar Shave Club points out, Your handsome grandfather had one blade”. It seems that their simple model of providing good blades at a low price every month is doing well.
  • 27. “Our Blades are F***ing Great” Campaign Results 9
  • 28. Word-of-Mouth can’t be bought; it has to be earned. Visit www.ReferralCandy.com to find out more about how to grow your Word-of-Mouth!
  • 29. Sources: 1. http://www.mckinsey.com/insights/marketing_sales/a_new_way_to_measure_word-of-mouth_marketing 2. http://www.womma.org/posts/2013/07/breaking-down-the-methodology-behind-word-of-mouth-marketing 3. http://www.forbes.com/sites/pauljankowski/2013/03/13/4-tactics-to-build-your-word-of-mouth/ 4. http://blog.referralcandy.com/2014/06/19/6-ads-went-viral-according-jonah-berger/ 5. http://prsany.org/downloads/BigAppleAwards2013/p_g_builds_consumer_loyalty_during_london_ 2012_olympics__marina_maher_communications.pdf 6. http://adage.com/article/the-viral-video-chart/digital-marketing-top-10-viral-ads-time/145673/ 7. http://www.entrepreneur.com/article/233207 8. http://www.fastcompany.com/1835082/3-marketing-takeaways-dollar-shave-club%E2%80%99s-fing-great-ad 9. http://searchenginewatch.com/article/2193070/How-Dollar-Shave-Club-Got-Their-Sales-Pitch-in- Front-of-5-Million-People