It's been a long time since we've heard from Tremor, Proctor & Gamble's word of mouth marketing unit but based on what Steve Knox had to say last week it might have been worth the wait.
A summary of his points:
- Malcolm Gladwell's 'Mavens' are flaky, focus on the 'Connectors'
- Successful WOM programs must have both advocacy & amplification
- Don't get duped into measuring viral marketing exclusively on reach, factor in conversion to sale as well
- Focus on the right message and understand that the message that travels is the one that is created by the consumer, not the brand
His point about finding the right message is one that all WOM agencies can learn from. Over the last few years the industry has been consumed with addressing:
- WHO should participate?
- HOW do I engage and motivate
- HOW do I measure results
It's time to add a new question to the formation of a successful WOM program:
- WHAT are the messages people will spread?
