Marketing Resources: Word of Mouth

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Results for Word of Mouth

Marketers: Don't Just Buy Media—Earn It! by Ben Straley
Want to get started with an effective earned-media marketing program? Here are three tips for launching, measuring, and monetizing a low-cost earned-media program that will drive a surge in online word-of-mouth traffic about your brand.
More articles on Advertising, Customer Engagement, Interactive Marketing, Measurement, Social Media, Videos, Web Content, Websites, Word of Mouth, YouTube
Green Marketing Claims: Whom Do You Trust? by Jacquelyn A. Ottman
Deservedly or not, industry these days is accused incessantly of greenwashing. It's not surprising, for several reasons, that industry isn't trusted to make truthful green marketing claims and provide information that is credible, straightforward, and useful. So how do we restore trust ...
More articles on Community, Customer Relationships, Green Marketing, Marketing Challenges, Word of Mouth
How to Bridge the Marketing-Staffing Gap by Eva Wu
If the company you work for is like many companies in today's economic climate, it isn't hiring too many people and its marketing budget has been cut. Employees are being asked to do more with less. Now more than ever, however, ...
More articles on Hiring Outside Resources, Management, Marketing Smarter, Networking, Recession, Social Media, Word of Mouth
Why You Are Unpopular Online: Six Ways to Doom Your Community-Building Efforts by Mack Collier
Companies are increasingly looking to create vibrant and healthy online communities for their businesses. But many companies are seeing their efforts fail or produce flat results. Here are six reasons why many online communities never materialize, and what you can ...
More articles on Blog Comments, Community, Customer Engagement, Customer Relationships, Facebook, Social Media, Social Networking, Twitter, Value Propositions, Word of Mouth
Affiliate Marketing: How to Boost Sales and Minimize Risk by Kimberly Smith
Affiliate marketing is in a growth stage, strengthened of late by an explosion in the number of bloggers and other site publishers who are recognizing its rewards. But an affiliate program can be catastrophic if they are not well-managed.
More articles on Blogging, Collaboration, Feedback, Marketing Strategy, New Media, Product Marketing, Promotions, Recession, Word of Mouth
13 Essential Social-Media 'Listening Tools' by Clay McDaniel
You're a marketer who's hip to the idea of social media: You have a blog, you know Facebook inside and out, and you can Tweet with the best of them. But the big question is, Are you listening as well ...
More articles on Brand Loyalty, Facebook, Feedback, New Media, Social Media, Twitter, Word of Mouth
Online Reputation Management: A View From the Top by Leslie Gaines-Ross
The first few months of 2009 have already been tumultuous for reputations. So what can be done? Below, some of the findings of that online-reputation study as they relate to seven realities of managing online reputation in today's world—and some solutions ...
More articles on New Media, Online Marketing, SEO, Social Media, Social Networking, Twitter, Websites, Word of Mouth
Secrets of Viral Video: Three Keys to Launching a Campaign That Resonates by Kimberly Smith
Video viewing is way up, but so are video postings. These days, it takes more than a dancing baby to attract eyeballs and gather viral momentum. Here's a straightforward guide for netting your audience's attention, with advice from organizations that ...
More articles on Advertising, Creativity, Facebook, Marketing Strategy, MySpace, Social Media, Targeting, Videos, Word of Mouth, YouTube
Should You Launch a Brand Community? by Nancy Strauss
On company Web sites everywhere, community sections are popping up—both a cause and an effect of a climate in which more and more marketing directors and brand managers are being asked by their companies, "Why don't we do something 2.0?" Although ...
More articles on Collaboration, Customer Engagement, E-Commerce, Search Engines, Web Content, Websites, Word of Mouth
Whether and How to Build a Branded Customer Community by Kimberly Smith
First, there were blogs. Next came mass-market social-networking sites. Now some companies are bringing it all under one roof and hosting their own interactive online customer communities. Should yours be doing the same? Well, to quote an oft-quoted answer, "it depends."
More articles on Community, Customer-Centric, Facebook, Market Research, Marketing Tips, Social Media, Social Networking, Twitter, Word of Mouth
Five Ways to Supercharge Your Mobile Marketing by Iain McCready
At this year's Consumer Electronics Show (CES), the Consumer Electronics Association announced it expects mobile phone unit sales in 2009 to grow some 31 percent in North America, with global unit sales reaching approximately 1.2 billion. The announcement validates the mobile ...
More articles on Brand Positioning, Customer Engagement, Customer Relationships, Marketing Tips, Mobile Marketing, SMS, Word of Mouth
How to Measure Engagement on Twitter—and Savor the Tweet Smell of Success by Jim Sterne
If you are on Twitter to represent your company, your boss will probably soon ask you to prove the value that your tweets have to your business, if he or she hasn't already asked. So how do you know whether your ...
More articles on Branding, Customer Engagement, Keywords, Measurement, Social Media, Twitter, Word of Mouth
Win Through a Social Contract: Use Teamwork to Create Value, Develop New Strategy, Iterate Quickly, and Implement by Nilofer Merchant
People succeed together because they share a unified sense of purpose and a common vision for what they need to do. This unified sense of purpose comes from core beliefs. Core beliefs help a team to create together because they share ...
More articles on Collaboration, Creativity, Marketing Strategy, Word of Mouth
The Top 4 Ways Smart Marketers Use Digital Branding Applications to Operate More Efficiently by Allen Adamson
As part of the research I did in preparation for my recent book, BrandDigital, I interviewed some of the best and brightest people in the fields of marketing and digital technology, and they provided incredible insight on how digital tools ...
More articles on Customer Engagement, Customer Satisfaction, Digital Marketing, Social Media, Word of Mouth
The Dark Side of Twitter: What Businesses Need to Know by Michael Stelzner
As companies tighten their ad spending, inexpensive social media is clearly the next marketing frontier. As with any new craze, there are enormous opportunities. And with them come giant pitfalls that must be avoided.
More articles on Social Media, Time Management, Twitter, Word of Mouth
Leverage the Voice of the Consumer by Evan Gerber
There are a number of ways to measure the success of a Word-of-Mouth marketing campaign on the Web. Start by looking in the right place: where the target audience congregates online.
More articles on Blogging, Branding, ROI, Voice of the Customer, Word of Mouth
Microconnecting With Your Customers via Microblogging: Q&A With Connie Reece by Mack Collier
There's a new kid on the social media block that's starting to garner a lot of attention from companies. Microblogging sites, such as Twitter, are increasingly becoming a companion to an existing blog—or a standalone strategy for businesses that are using ...
More articles on Marketing Inspiration, Social Media, Twitter, Word of Mouth
Clearing the Air About Word-of-Mouth by Deborah Eastman
Michael Antman's recent article, "Six Reasons Word-of-Mouth Doesn't Work," struck a chord. He raises reasonable points about the limitations of WOM; after all, it can't completely replace other forms of marketing communications. However, we can't ignore the impact of WOM. What's ...
More articles on Customer Engagement, Customer Experience, Word of Mouth
Six Reasons Word-of-Mouth Doesn't Work by Michael Antman
Is there any form of marketing communications more compelling than word-of-mouth, the enthusiastic and genuine recommendation of a person you like and trust? It's no wonder that virtually every business-to-business marketer prizes this organic, spontaneous, and—perhaps best of all—practically cost-free ...
More articles on B2B Marketing, Marketing Challenges, Word of Mouth
How Boar's Head Is Defending Its Brand Against the Old Flimflam: Six Steps to Empowering Your Customers by Glenn Gabe
This is a tale of flimflam and a unique way that Boar's Head is battling it. Given the power of word-of-mouth, it's hard to overlook the potential of how Boar's Head is empowering its customer base. (And see how you ...
More articles on Customer Engagement, Customer Relationships, Word of Mouth

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Yes, It's Viral, but I'm not Afraid
This time of year, the word "viral" strikes fear in the best of us. Images of flu viruses ready to attack spring to mind. (Shudder.) But that word holds a scary ...
More articles on B2B Marketing, Measurement, Sales, Videos, Word of Mouth
Is This Stamp-Worthy?
"Stamps (remember those?) make direct mail work," says Seth Godin in a post at his blog. "Because it costs money to send a piece of junk mail, you'll think two ...
More articles on Email Lists, Email Marketing, Word of Mouth
FTC Requires Bloggers to Come Clean
New FTC guidelines will affect marketers who use blogs, Facebook, Twitter, and the like for word-of-mouth and viral campaigns, starting Dec. 1.
More articles on Blogging, Facebook, Social Media, Twitter, Word of Mouth
It's a Secret (Wink, Wink)
According to The Wrap, ABC has chosen an unorthodox way to promote a new comedy on its fall schedule—by keeping it hush-hush. "The network is offering the sneak peak of ...
More articles on Community, Facebook, Marketing Inspiration, Social Networking, Twitter, Word of Mouth
I Don't Care What You Think, I Call a Do-Over
It's going to happen sooner or later—a misprint will offer your product or service for a ridiculously low price that's too good to be true. Not long ago, writes Jackie ...
More articles on Customer Relationships, Small Business, Twitter, Word of Mouth
Oh, No, Not Her Again!
"Eighty-seven-year-old Gladys has a reputation among her fellow retirement community members," write Marilyn Shuttle and Lori Jo Vest in the first chapter of Who's Your Gladys? "She's known as a ...
More articles on Customer Behavior, Customer Service, Small Business, Word of Mouth
Moms, Media, and Marketing
Women with children at home are more likely to use Facebook, MySpace, and Twitter than average adults, according to a newly released survey. They're big on word-of-mouth, and some 15.3% ...
More articles on Advertising, Facebook, MySpace, Promotions, Twitter, Women, Word of Mouth
I Get Sentimental
"The rise of blogs and social networks has fueled a bull market in personal opinion: reviews, ratings, recommendations and other forms of online expression," writes Alex Wright in a recent ...
More articles on Customer Satisfaction, Marketing Analytics, Social Networking, Word of Mouth
Oh, No You Don't!
When David Meerman Scott signed up for email alerts about launches and events at the Kennedy Space Center, he didn't expect getaway offers from Delaware North Companies Parks & Resorts, ...
More articles on Blogging, Email Marketing, Marketing Tips, Word of Mouth
WoM Marketing Still Growing, but More Slowly
Spending on word-of-mouth (WoM) marketing slowed in 2008, nevertheless increasing 14.2%, to $1.54 billion. It is on pace to increase another 10.2% in 2009, placing WoM among the fastest-growing advertising ...
More articles on Advertising, Customer Behavior, Market Research, Recession, Word of Mouth
You Broke It, You Fix It
"While Dave Carroll was flying from Nova Scotia to Nebraska he had his Taylor guitar ruined," says the Huffington Post. "After a protracted attempt to get United to pay for ...
More articles on Customer Service, Marketing Inspiration, Word of Mouth, YouTube
This Business Ain't for the Birds
OK, we admit it: For a platform as popular as it's become, Twitter's surprisingly hard to understand to the untrained eye. What are all those messages? IMs? Forum discussions? Public ...
More articles on Interactive Marketing, Social Media, Twitter, Word of Mouth
The New Downside of 24/7
Who's that bleary-eyed chap in the corner? Why, he's the CMO who stayed up all weekend conducting WOM (word-of-mouth) damage-control—after one bad Saturday-morning customer tweet. Welcome to the new downside ...
More articles on Blogging, Customer Behavior, Twitter, Word of Mouth, YouTube
Stop! I'm Blushing!
Most independent automotive repair shops yearn for a steady supply of positive reviews at sites like Yelp.com. But Yuki Import Service of Los Angeles has placed a few prominent signs ...
More articles on Customer Satisfaction, Marketing Inspiration, Referrals, Word of Mouth
Stellar Viral Videos, Pt. II
Last week, we showed you some cool makeup vids as an example of how viral videos can rack in the mega-bucks. This time, we offer a sample of how a ...
More articles on Collaboration, Interactive Marketing, Social Media, Videos, Word of Mouth
Stellar Viral Videos, Pt. I
News flash: mascara is recession-proof! At present, the most popular and recession-resilient videos on YouTube come from the "makeup tutorial" subgenre. Now, don't let those $5 words fool you: this ...
More articles on Creativity, Interactive Marketing, Social Media, Videos, Word of Mouth, YouTube
When Bad Buzz Happens to Good Companies
It seems almost inevitable these days: You run a search on your company's name or product and a negative review, remark or blog post appears in the top listings. What do ...
More articles on Customer Satisfaction, Feedback, Press Releases, Search Engine Marketing, Social Networking, Word of Mouth
Stay and Play, OK?
OK. Quick fable: Prior to a trip to Nebraska, Dave Carroll checked his $3500 Taylor guitar with United Airlines. (If you've been online at all recently, you know where this ...
More articles on Customer Engagement, Customer Satisfaction, Interactive Marketing, Word of Mouth, YouTube
Buzzkill
"Yes marketers," says Christina Kerley (aka CK), "you absolutely want people talking up (or, buzzing over) your brands. And you really want them saying great things. But you want the ...
More articles on Customer Acquisition, Small Business, Word of Mouth
Where SEO Yin Meets SM Yang
"Is your website search- and social-media-friendly?" inquires a recent post at the Online Marketing Blog. According to Lee Odden, search is the most efficient and effective way for consumers to ...
More articles on RSS, Search Engine Marketing, SEO, Social Media, Web Content, Website Design, Word of Mouth

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Word of Mouth case studies, deconstructing real life examples and illustrating lessons learned

How Domino's Managed a Viral Video Nightmareby Domino's Pizza
CASE STUDY: What do you do when potentially devastating information about your company goes hyper-viral online, reaching millions of people essentially overnight?
More case studies on Case Studies, Collaboration, Management, Social Media, Videos, Word of Mouth, YouTube
How Low-Cost Conversation Starters Built Community, Generated Leadsby Open Kernel Labs
CASE STUDY: How do you build a thousand-strong online community when your entire global audience is just 20,000 people? Easy! (Not really, but it's possible.)
More case studies on Brand Awareness, Case Studies, Community, Creativity, Humor, Lead Generation, Marketing Budgets, Social Media, Videos, Word of Mouth, YouTube
Generating Serious B2B Buzz With Dead Bugs... and Videoby Grasshopper.com
CASE STUDY: Entrepreneurs, by definition, don't play it too safe. So for a company that serves startups and small businesses, what better way to launch a rebranding campaign and generate buzz than doing something novel and risky—but being wicked smart about it. Which is where the bugs come in.
More case studies on B2B Marketing, Blogging, Branding, Case Studies, Direct Marketing, Twitter, Videos, Word of Mouth, YouTube
Tips From Microsoft on Cultivating Customer Satisfaction & Loyalty on a Global Scaleby Microsoft Corporation
CASE STUDY: With millions of customers in more than 90 countries, Microsoft has its hands full keeping customers satisfied and loyal. But it has found a way to do so—by using Web-monitoring tools, social-media analytics, and the energy of influencers. Read on for valuable insights.
More case studies on Case Studies, Customer Experience, Customer Satisfaction, International Marketing, Social Media, Twitter, Web Analytics, Word of Mouth
Harnessing Web 3.0 to Pump Up Brand Preference and Loyaltyby ASUS (North America) and Intel
CASE STUDY: In this new age of conversation between corporation and consumer, chip-maker Intel and PC-maker ASUS have embraced "crowdsourcing." Allowing consumers to design the ideal PC, they are gaining valuable consumer insight and in the process building not just a PC but customer loyalty.
More case studies on Brand Awareness, Brand Loyalty, Case Studies, Customer Advisory Programs, Customer Engagement, Customer Relationships, Online Marketing, Social Media, Word of Mouth
How Good Karma Mixed With Moxy and Social Media Created Close to $1 Million in Revenueby Help A Reporter Out
CASE STUDY: How does helping out a friend, or a friend of a friend, become a million-dollar business... with not a penny spent on advertising? When those little favors are in huge demand—and word-of-mouth and social media spread the good news like wildfire.
More case studies on Blogging, Case Studies, Facebook, Public Speaking, Social Media, Social Networking, Twitter, Word of Mouth
How a New-Product Launch via Facebook Resulted in Immediate Sales, Ongoing Consumer Relationshipsby 3M Canada Company
CASE STUDY: At a fraction of the cost of traditional media, 3M Canada not only generated immediate sales and new excitement around its Scotch Tape brand but also gathered invaluable intelligence about its target market and forged long-term relationships with consumers.
More case studies on Case Studies, Creativity, Facebook, Interactive Marketing, Product Management, Product Marketing, Promotions, Women, Word of Mouth
How a Company's Word-of-Mouth Strategies and Customer Focus Helped Grow Its User Base 150%by FreshBooks
CASE STUDY: Small businesses need all the TLC they can get. Billing and invoicing online-solution provider FreshBooks knows that better than most. Its customer-centric focus is so fresh and refreshing, word-of-mouth has spread far and wide—and helped grow its user base 150%.
More case studies on Case Studies, Customer Experience, Customer Relationships, Newsletters, Services Marketing, Social Media, Twitter, Word of Mouth
Four Steps to Spurring B2B New-Product Awareness and Sales via Twitterby COOP Ale Works
CASE STUDY: Twitter isn't the first tool that comes to mind in the B2B marketing toolbox. But COOP Ale Works deftly used it to generate buzz among potential consumers of its specialty brews—creating a level of demand that retail establishments, such as bars, couldn't ignore.
More case studies on B2B Marketing, Case Studies, Customer Engagement, Sales, SMS, Twitter, Word of Mouth
How a Facebook Game Attracted 10 Times the Traffic, New Fans, Real Salesby Adobe Systems, Inc.
CASE STUDY: Here's how a single Facebook game application attracted more than 11,500 plays, 10 times the usual traffic, 5,500 new fans, and more....
More case studies on Brand Awareness, Case Studies, Customer Engagement, Facebook, Product Marketing, Word of Mouth
How Intuit Used Viral Marketing and an Interactive Web Site to Generate Small-Business Leads, Engage Customersby Intuit, Inc.
CASE STUDY: Inspired by the viral success of Office Max's "Elf Yourself," QuickBooks-maker Intuit set out to creatively engage small businesses with its "Jingle Generator." The effort exceeded targeted metrics, earning viral a spot in the marketing mix.
More case studies on Case Studies, Customer Engagement, Interactive Marketing, Lead Generation, Small Business, Word of Mouth
How a Viral Campaign Gave OfficeMax Brand Recognition, Drove Shoppersby OfficeMax, Inc.
CASE STUDY: Office supply chain OfficeMax also sells digital cameras and other products popular as holiday gifts—but its customers didn't think of it as a holiday-shopping destination. What's more, it was often confused with its chief rival. A wildly popularly web-based viral marketing campaign helped OfficeMax distinguish itself and encourage shoppers.
More case studies on Brand Awareness, Case Studies, Interactive Marketing, Sales, Word of Mouth
How Travel Channel Effectively Engaged More than 2 Million Facebook Usersby Travel Channel
CASE STUDY: Imagine a world in which you persuade your customers to kidnap their friends so that you can then convince them it's in their best interest to visit your Web site. Virtually, it's already happening. And turning out quite well for the Travel Channel.
More case studies on Case Studies, Customer Engagement, Facebook, Social Networking, Word of Mouth
How a Nonprofit Used New Banner-Ad Technology and Market Insight to Create an Effective Viral Campaignby The Blue Cross
CASE STUDY: Founded in 1897, the Blue Cross is one of the UK's oldest animal welfare charities. It built an online community of pet owners - then launched a viral campaign, including rich media, that had people flocking to the social network.
More case studies on Case Studies, Customer Engagement, Non Profits, Social Media, Social Networking, Targeting, Websites, Word of Mouth
How an Unbranded Game and Mystery Prize Giveaway on Facebook Garnered Exposure for Sharp Electronicsby Sharp Electronics Corporation
CASE STUDY: Sharp Electronics may have led the LCD revolution, but consumers don't view it as an agent of change. As part of a multichannel campaign to change consumers' minds, Sharp turned to an innovative effort on Facebook.
More case studies on Advertising, Brand Awareness, Case Studies, Facebook, Interactive Marketing, Sponsorship, Word of Mouth
How a Controversial Book Became a Bestseller via an Aggressive Web Campaignby Vanguard Press
CASE STUDY: When the current POTUS is the villain of your book, it doesn't matter that you're a best-selling author... because the mainstream media will find it too hot to touch. So what do you do? You go to the Web.
More case studies on Blogging Strategy, Brand Awareness, Case Studies, Targeting, Websites, Word of Mouth
How a Telecommunications Company Enlisted the Quirkiness of an Offbeat Celebrity to Build Brand Awarenessby GotVMail Communications, LLC
CASE STUDY: GotVMail set out to raise brand awareness, promoting itself in a way that would both amuse its audience and set the company apart. What resulted was a viral video campaign starring Gary Busey.
More case studies on Blogging, Brand Awareness, Case Studies, Social Media, Social Networking, Videos, Word of Mouth, YouTube
How a Telecommunications Company Used Video to Streamline Its Sales Processby Digium
CASE STUDY: Digium created a Web-based video that covered all the essential points of in-person presentations, but in a format more easily accessible to all of its sales outlets. The results: a more efficient sales process and an effective press tool.
More case studies on Advertising, Case Studies, Product Marketing, Sales and Advertising, Videos, Websites, Word of Mouth, YouTube
How an Email Marketing Solution Startup Signed up 300 Customers in 7 Daysby Mad Mimi
This past spring, Mad Mimi's marketing challenge was to create a big splash in the crowded pool of email marketing providers. With no ad budget, the company reached out virally to certain segments of the tech community, including bloggers. The result: a grassroots-driven awareness, positive buzz, and some 300 new customers within a week.
More case studies on Blogging, Case Studies, Customer Acquisition, Email Campaigns, Email Marketing, Word of Mouth
How a Video Podcast Series Garnered a Top Industry Award and 68,500 views in 12 Monthsby Tellabs
Last spring, telecom player Tellabs launched its "Get Schooled" video-podcast series as both a way to communicate with customers as well as showcase the depth and breadth of its offerings. Get Schooled did that and more... generating tens of thousands of views, landing a coveted interview, and garnering an industry award.
More case studies on Case Studies, Podcasting, Product Marketing, Websites, Word of Mouth

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The Obama Playbook: How Digital Marketing and Social Media Won the Election
Want to create a veritable army of customer-advocates to champion your brand? The Obama Playbook: How Digital Marketing and Social Media Won the Election shows you how the Obama campaign masterfully used new media to build awareness, engage prospects, and start a movement. It takes you step-by-step through the new media strategies of the campaign and provides actionable guidance on how you can modify each to benefit your business. Both entertaining and useful, it's an invaluable resource for the savvy marketer who wants to take full advantage of the amazing powers of new media.
More tools on Digital Marketing, Email Marketing, Obama, Search Engine Marketing, Social Media, Social Networking, Videos, Websites, Word of Mouth
Buzz Marketing Summit - MP3
Format: MP3 Buzz Marketing? Viral Marketing? Word-of-Mouth Marketing? Customer Evangelism? Guess what? They really aren't all synonyms! Who knew? And each one can have a different purpose and place in your marketing strategy. We gathered together seven industry experts on Buzz Marketing and got them talking. Not only will you hear pretty clear definitions of Buzz Marketing and all its sisters and cousins, you'll also get good current examples of each (and one from 1936!), you'll also get practical and actionable advice on what you can do right now. So get buzzing.
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Buzz Marketing Summit -Transcript
Format: Downloadable transcript Buzz Marketing? Viral Marketing? Word-of-Mouth Marketing? Customer Evangelism? Guess what? They really aren't all synonyms! Who knew? And each one can have a different purpose and place in your marketing strategy. We gathered together seven industry experts on Buzz Marketing and got them talking. Not only will you hear pretty clear definitions of Buzz Marketing and all its sisters and cousins, you'll also get good current examples of each (and one from 1936!), you'll also get practical and actionable advice on what you can do right now. So purchase your Premium membership today and get buzzing.
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