eMarketer is out with a story reporting on a Mintel study on Internet buying. Thirty-four percent of US Internet users who bought a product or service based on a recommendation got that tip from a friend or relative, while one-quarter bought based on advice from a spouse or domestic partner. Lower on the list were bloggers and chat rooms.
The most common reason that Internet users recommended a product or service was price, followed by quality and convenience.
How many “touch points” do you have in your organization where you have an opportunity to make friends and influence a potential or current customer/client/patient? Make a list, then do an audit of how well you are executing those. Use secret customer/client/patients and ask them to report their experiences to you. These are golden opportunities do what’s most important in word of mouth marketing: Create Amazing Relationship Experiences (CARE).
I just joined a health cooperative in Washington State (Group Health). My first visit had seven touch points in one visit. Anyone along the line could have dropped the ball or been less than enthusiastic. But no—every single person gave me a smile, cared, and took the time to give me an Amazing Relationship Experience.
This election saw the power of social media. You saw the use of Facebook, Twitter, YouTube and Flickr as voters expressed themselves in words, photos and video. This was social media—word of mouth marketing—at its best.
According to BussinessWeek online, “Many voters used social media sites simply to celebrate the voting process with friends. Nowhere was that more evident than on social networking site Facebook, which kept a running tally of users who checked a box on the site to declare to their friends that they voted. As of 10:30 p.m. Eastern time, the number reached almost 4.9 million.”
Twitter, had millions of text messages flying as people talked about voting and describing situations at polling locations.
Read the full story here.
It’s pretty simple…according to Deloitte’s 23rd Annual Holiday Survey of retail spending and trends as reported in MediaPost Communications, 73% of consumers said the best value for the money will cause them to shop a particular retailer this season, and 72% said low prices. Stacy Janiak, Deloitte’s U.S. Retail Leader, says “… price-oriented retailers have an edge in this environment.”
How does this relate to Word of Mouth? Easy, it means create viral marketing opportunities: Coupons, discounts, “inside deals” for special customers and your best evangelists. Create coupons that can go viral. Make them worth something and make them look cool. Make them something that people will want to pass on to friends and family.
Great article in Adweek.com about a new study by the Keller Fay Group citing Coca-Cola as the most talked-about brand in the country. Why is this important? Because soda isn’t particularly “buzzworthy.”
Katie Bayne, CMO at Coca-Cola, North America, said: “We’re actively and consistently fueling buzz through innovative efforts like the nearly 11 million-household My Coke Rewards program . . . top-rated Super Bowl and Internet advertising, and an Olympic program that connected the world over a Coke.”