This document provides an overview of word of mouth marketing (WOMM). It defines WOMM as the act of consumers providing honest recommendations to other consumers through personal communication about products, services, and ideas. The document outlines different types of WOMM strategies and how WOMM works by relying on influencers to spread messages both online and offline. It also discusses the importance of the 5 T's in WOMM campaigns: talkers, topics, tools, taking part, and tracking. Additionally, the document provides an example case study of the successful WOMM strategies used in Barack Obama's 2008 presidential campaign.

1. Word Of Mouth Marketing (WOMM)
Presented By:
Pooja Vora
(54)
Sanket Vyas (55)
Tinaaz Wadia (56)

2. Flow Of Content
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What word of mouth?
What is WOMM?
What is it not?
WOMM communication pattern
Traditional marketing VS WOMM
Where WOMM fits?
Organic VS Amplified WOMM
WOMM umbrella term
Key ingredients of WOMM
How does WOMM works?
5 T’s of WOMM
Positive and Negative WOMM
Case study

3. What Is Word Of Mouth?
“Positive or negative communication of products, services and ideas
via personal communication of people who have no commercial
vested interest in making that recommendation”
- Silverman
In Simpler terms:
 Word of mouth is what everybody is taking about.
 Word of Mouth is the act of consumers providing honest
information to other consumers

4. What Is Word Of Mouth Marketing?
Giving people a reason to talk about your stuff, and making
it easier for that conversation to take place.
-Andy Sernovitz
Art and science of building active, mutually beneficial
customer-to-customer and customer-to-marketer
communication.
“
The trick of getting your customers to talk
about you. One of the most inexpensive and
effective ways of marketing.
C2C communication happening online/offline by
phone conversations, gossips, blogs, social
media tools, emails, etc.
”

5. So.. What Is Not?
 Stealth Marketing
 Shilling
 Infiltration
 Comment Spam
 Falsification

6. Word Of Mouth Communication Pattern

7. Traditional Marketing VS WOMM
Word Of Mouth Marketing
Traditional Marketing

8. U.S WOMM Statistics
Few more facts..
•Two thirds of the U.S Economy driven by WOM
•Law of FEW: 10% influence purchasing behavior of other
90%
•85% prefer buying on WOM recommendation

9. Where Does WOMM Fit?
When a product, service or concept is (or perceived as):
―Expensive or a significant investment
―Complicated or complex
―New or innovative
―Mature with new ideas
Or when a product, service or concept requires repositioning

10. Organic VS Amplified WOMM
“Word of mouth is not created, it is co-created. People will only spread your
virus if there is something in it for them.”
-Hugh MacLeod
Organic WOM occurs naturally as a
result of the product/service on its own
Amplified WOM is generated by
marketers from a special marketing
effort.
Practices that enhance Organic WOM:
Practices amplifying WOM activity:
Focusing on customer satisfaction.
Improving product/service quality.
Responding well to concerns and
criticisms.
Earning customer loyalty.
Developing tools that enable people to
share their opinions.
Identifying & reaching out to influential
individuals/communities
Researching & tracking online
conversations
Motivating the talkers to promote

11. The WOMM Umbrella Term
8 main types of WOMM:
 Buzz marketing
 Cause Marketing
 Conversation
Marketing
 Community Marketing
 Evangelist Marketing
 Grassroot Marketing
 Influencer Marketing
 Viral Marketing

12. Key Ingredients in WOMM
CREDIBILITY
SKEPTICISM
TRUST!
Effective
WOMM

13. How Does WOMM Work?
WOMM is based on the principle that uses influencers to spread a
message- online and offline. Activating online word-of-mouth is
not free any more than activating word-of-mouth in the offline
media. Key to WOMM is how many important influencers the
company reaches not how many people/customers.

14. 5 T’s Of WOMM
WOMM campaign is built on top of the
FIVE T’s
because marketing guys like to make things formal!

15. 5 T’s of WOMM
• Talkers: Who will tell their friends
about you?
• Topics: What will they talk about?
• Tools: How can you help the message
travel?
• Taking Part: When and how should you
join the conversation?
• Tracking: What are people saying about
you?
Topics
Be remarkable or be invisible.
Tools
Make is easy to talk.

16. Positive & Negative WOM
Positive word of mouth: 1 happy customer
might tell max 5 others
Negative word of mouth: 1 unsatisfied
customer may tell 10 others

17. Impact Of WOMM

18. Case Study: Obama Campaign
• Repeatable messages
• Multiple occasions
• 332 electoral votes