Some very good words on word of mouth marketing
Yesterday, I attended an event by the New Jersey Communications Advertising and Marketing Association (NJCAMA). Met some good people and heard some great things. The guest speaker for the evening was Geno Church from Brains on Fire. Geno gave a great presentation on word of mouth marketing (WOMM) and movement building where he took us through a few case studies with Best Buy and Fiskar (yes, the orange handle scissor people).
Here are a few notable quotables that stuck with me and my notes.
Everything is crap… Unless you have a strategy behind it
Social media is not WOMM
People trust people
Tactics bog us down
“No! If you build it we won’t come”
90% of WOMM occurs offline
Why should people be motivated to participate and share? Why people tell stories
- support a cause
- enable an experience
- communicate the ethos of a brand
Geno captured everything quite eloquently when he says that we should create movements not campaigns. Then he went on to explain lessons learned about movements
- Movements are built on passion
- Movements begin with the first conversation
- Movements have inspirational leadership
- Movements have a barrier for entry (invite only)
- Movements empower people with knowledge
- Movements encourage ownership
- Movements have powerful identities
- Movements live born on and off line
- Movements make advocates feel like rockstars
- Movements get results