Managed Word of Mouth-Still Thinking
I just re-read Dave Balter’s Word of Mouth Manual. You might recall that I wrote about it here a few weeks ago. There’s a link to a free download on that last link, and/or a pointer to the physical book on Amazon, in case you want to pick up a copy. I’m still thinking about word of mouth, as Dave lays it out.
Between this book and Andy Sernowitz’s book, I’ve come to realize that I was thinking the whole word of mouth thing was planted people talking about products, street teams, etc. Dave’s book says that’s traditional marketing. Instead, managed word of mouth is just an effort to put products and services in the hands of those who would likely appreciate knowing about them, such that they might choose to evangelize under their own steam. (There’s more to it than that, but that’s the gist).
I think it makes much more sense that giving someone a product they might actually like, and might talk with others about, is a reasonable strategy for driving interest and adoption. If you give Corvida a sneak peak at a software application, and she likes it, she’s going to evangelize it. If you share Guy Kawasaki’s Famous Teriyaki Sauce recipe with someone like Grace Piper, she’ll probably tell folks about it, if she digs it.
I just cant see that it’s wrong. And further, with blogs and podcasts and the like, there’s the ability to spread such word of mouth even further. And the only major important element, just like I mentioned the other day, is transparency. If you’re given something to evaluate, call it out. Don’t make it a big fat issue, but explain that you’ve been given an evaluation copy or the like.
I’m thinking it makes sense, and makes even more sense on the web. What’s your take on this?
Photo credit, suneko
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Comments
Chris:
I’m very conscious of the power of word of mouth. I also don’t think there’s anything wrong w/ asking people to evaulate your products, services or your book and the like in hopes that they will tell others and cause a ripple effect.
But I’m not too keen on deliberate, manipulative word of mouth kind of plcmnt. I think people can smell it a mile away. I don’t know. What do you think?
I was just writing about this this morning on my blog. I believe every company should take WOM into consideration when discussion how it does business. Having something ‘remarkable’ about your product or business can exceed the ROI on any marketing campaign!
There is a difference between asking someone to evaluate a product or flat-out giving someone a product to evaluate.
I question whether the Nikon camera, for instance, that supposedly Nikon loaned you occurred after an initial ask or if you merely received it with a note.
Newspaper travel sections, for instance, typically comprise stories written by staffers or freelancers who either pitch or are assigned the content therein.
Sometimes, writers are approached by travel agencies or hotels or the like with freebies or press junket tours in exchange for criticism in the form of published reviews. This practice, however “word of mouth marketing” it may be, is frowned upon by many newspaper and magazine editors as breaking ethical standards in accurate reporting.
Does this help answer your question?
Have you read Groundwell? They talk about the effect of WOM from people that are raving fans and how they can make or break a brand. To use myself as an example, if you send me a notebook system, a book on Productivity, or the like I will be happy to review it and evangelize it. I always make sure to note that the subject of the review was a promo copy if it is.
@Ari - to answer your question, I was approached by a marketing company working with NikonUSA, but hadn’t asked them for the camera or any such. The only product I’ve begged for (and didn’t receive from the company) was a Nokia N95.
Thanks to everyone for your thoughts.
I’ve just read The Tipping Point… the part about word of mouth. It says that not everybody has the gift to spread messages or news about something. So if we want to ask someone to evaluate our products or services, we might need to see whether they have the ability to spead the words.
Chetz Yusof
http://www.ChetzTV.com
- Win The Battle -
While I do agree that it can be effective, I’ve worked at a magazine or two that did tech and / or outdoor product reviews. We literally got TONS of stuff from random companies that we’d never, ever cover. I have a $40 t-shirt that they somehow expected us to promote in our travel & luxury focused publication. Sending out a pile of product to every person whose contact info you can find is counterproductive; without targeting the right people, those products are going to go into the hands of editors and interns who won’t write about it in the way you want them too. While blogging is indeed different, I imagine the product spam still taking place. Not that I’m complaining–a vineyard can send me all the free wine they want, just don’t expect me to write about it.
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I think if your depending on WOM marketing than your product better be good. It raises the bar. It is a hard way to promote, but so economical that for the best products it works.
If your product or service is mediocre, it won’t work. So I think it’s fabulous!
Vicky H