This document discusses word of mouth marketing and how businesses can leverage it. It notes that traditional advertising is less effective as consumers are overwhelmed by ads and more likely to trust recommendations from other people. The document then discusses what makes word of mouth recommendations effective, including authenticity, familiarity, and credibility of the source. It provides examples of word of mouth marketing strategies businesses can use and case studies of how the platform Kobe has helped businesses generate word of mouth recommendations at scale through micro-influencers. Kobe aims to match businesses with relevant social media users to create trusted word of mouth outreach in a targeted and outcome-driven way.

1. WORD OF MOUTH
MARKETING FOR
BUSINESSES
by Kobe Global Technologies

2. Word of Mouth
The act of consumers
providing information to
other consumers.
Word of Mouth Marketing
Giving people a reason to
talk about your products
and services, and making it
easier for that conversation
to take place.

3. 3
TO APPRECIATE WOMM: FIRST
YOU HAVE TO UNDERSTAND
WHAT’S
BROKENWITH
TRADITIONAL MARKETING.

4. 100% INCREASE IN
AD SPENDING
JUST TO ADD 1% - 2%
IN SALES

5. The average person sees over 3,000 advertising messages every day…

6. But how much are these messages
Seen?
Trusted?

7. 7
ONLY 14% TRUST ADS

8. 8
69 % INTERESTED IN AD
BLOCKING TECHNOLOGIES

9. 9
TRADITIONAL MARKETING & ADVERTISING
ADVERTISING CLUTTER
MEDIA FRAGMENTATION
CONSUMERS TUNED OUT
LESS EFFECTIVE
MORE EXPENSIVE
LESS TRUSTED

10. But realistically - who do you trust more?
Brands OR People

11. 11
92% PREFER WOM
RECOMMENDATION

12. The power has shifted to the consumer…
…people trust people - not marketers or adverts

13. The Anatomy of a Recommendation…
WHO said WHAT

14. WHO SAYS IT?
1 2 3 4
SALES TEAM PRODUCT SPECIALISTS MARKETING C-LEVEL
Trained artist. Experts. Advertisements. Authority.

15. CREATIVITY
WHAT NEEDS TO BE SAID?
LANGUAGE
Good English? Out of the box?
2 3
PASSION
Or a good
understanding of your
product?
1

16. It all comes down to
trust…

17. GOOD CONTENT IS
ABOUT TRUST
Hearing something from someone
you know is 6X more effective than
from someone unfamiliar. It is
+35% likelier to convert a cold
contact to an interested buyer; and
they naturally see more value, and
are less likely to haggle on price.
Source: Nielsen Global Survey of Consumer Confidence & Spending
Intentions , Q1 2016

18. HOW DO WE BUILD
TRUST
88%
AUTHENTICITY
96%
WHO SAYS IT
FAMILIARITY
WHAT’S BEING SAID

19. WHO SAYS IT?
WHAT NEEDS TO BE SAID?
You Your happy/loyal customers
Product Benefits
People your Potential
Customers Know
Whatever your Potential Customers
Chooses to Believe

20. So what can we do as marketers to enhance word
of mouth conversations?
• Give people something that’s worth talking about
• Provide tools that make it easier for people to share their opinions
• Empower your customers and employees so they become your advocates
• Be transparent (and nice)

21. But what makes people
talk?

22. Some Types of Word of Mouth Marketing
Buzz Marketing
Using high-profile entertainment or news to get people to talk about your brand

23. Viral Marketing
Creating entertaining or informative messages that are designed to be passed
along in an exponential fashion, often electronically or by email.

24. Community Marketing
Forming or supporting niche communities that are likely to share interests about
the brand - providing tools, content, and information to support those
communities.

25. Influencer Marketing
Identifying key communities and opinion leaders who are likely to talk about
products and have the ability to influence the opinions of others.

26. Conversation Creation
Interesting or fun advertising, emails, catch phrases, entertainment, or promotions
designed to start word of mouth activity.

27. Brand Blogging
Creating blogs and participating in the blogosphere, in the spirit of open, transparent
communications; sharing information of value that the blog community may talk
about.

28. Referral Programs
Creating tools that enable satisfied customers to refer their friends.

29. How does social media
fit in with WOMM?

30. Back to the beginning…
“The increasing impact of Social Media and how it
facilitates conversations between businesses and
customers highlights the importance of Word of
Mouth Marketing”

31. Back to the beginning…
Social Media connects people and allows them to share their thoughts,
opinions and media content

32. How can I create a
WOMM plan?

33. Social Media Strategy Process
1. Initial Listening and Research
2. Define Aims and Objectives
3. Identify Available Resources
4. Create Social Media and Content Strategy
5. Decide On Social Media Mix
6. Ongoing Monitoring

34. And remember…

35. 35
FOCUSING JUST ON OPINION LEADERS
(1%)
OVERSELLING
TO AVOID

36. Don’t forget these…
• A great customer experience will go the furthest
• Recommendations are the most powerful form of marketing

37. by Kobe Global Technologies

38. What is Kobe?
Kobe is a self-serve word of
mouth marketplace which pairs
social media users to businesses -
giving businesses access to
scalable word of mouth
marketing while rewarding social
media users.

39. A Case Study:
Yu Kee Duck Rice
Before Kobe:
An empty Instagram account…traditional
kopitiam stall, common food labeled as
not so ‘hipster’ or Instagram-worthy
enough
After Kobe:
Strategy: Across 3 social media platforms
Instagram, Facebook, Tumblr
With 30 micro-influencers with specific
criteria of
1) Foodie, specifically Singaporean
food or hawker food
2) Grew up with yukee as a household
name
OUTCOME for Yu Kee:
247,590 trusted outreach (the traditional word-of-mouth way – not ad impressions)
+ 11,968 likes + comments in just 2 months!

40. A Case Study:
Appsters
After Kobe:
Strategy: Across 3 social media platforms
Instagram, Facebook, Tumblr
With 10 micro-influencers with specific
criteria of Live-stream junkies
Before Kobe:
An empty Instagram account…new
startup with minimal traction or
downloads. Ads suffer from low
conversation rates as few trusted an
unknown brand
OUTCOME FOR APPSTERS:
93,063 trusted outreach (the traditional word-of-mouth way – not ad
impressions)
+ 7,437 likes + comments in just 1 month!

41. Why Kobe?
Stop hoping that people would just share on social media if they like you.
Kobe ensures they do it!
With our deep social profiling technologies, we let you go after specific target
micro-influencers also common known as day-to-day people, not just any
popular character!
They have more social trust, plus are cheaper to engage!
Enjoy a chance to vet the posts before they go live.

42. SOCIAL MEDIA ADS MICRO INFLUENCERS CELEBRITIES/ BLOGGERS
ENGAGEMENT <0.1%  ~ 10%  <2% 
SOCIAL TRUST Least (1%)  Most (92%)  Moderate to Low (18%) 
OUTREACH 240 M  240 M  15 M 
#1 WHY IS KOBE DIFFERENT?
MICRO-INFLUENCERS (SOCIAL MEDIA USERS))
Higher social trust than ‘celebrities’, cost lesser and are hugely underutilized asset

43. #2 WHY IS KOBE DIFFERENT?
RELEVANT & PRECISE MATCHING
Social Media users are matched to Businesses by
demographics & psychographics using Visual
Recognition technology and Deep Social Profiling

44. #3 WHY IS KOBE
DIFFERENT?
OUTCOME-DRIVEN
PERFORMANCE
Social Media Users are priced Democratically
with Predictive Impact on
Trusted Outreach and Trusted Engagement

45. “I never thought it (social
media) could be effective until
I felt the difference in my
business! I knew my food was
good, and I just had to give a
push for people to share it.”
Danny, 55
Business Owner of CCK190
OUTCOME-DRIVEN PERFORMANCE
Results in highly ROI driven results

46. “Do you know that having someone share
about you is 6x more influential than you
advertising yourself?
Word of mouth is key. And now you can
scale it the way you want it!”
Pre-order now to hedge your price. Fulfil later whenever you want to!
Email knockknock@getkobe.com and quote “KOBEPREORDER” to redeem