Key AudiencesKey Audiences

Word of mouth marketing Word of mouth marketing

for not for profits for not for profits

Is marketing dead? Is marketing dead?

Advertising clutterAdvertising clutter

Media fragmentationMedia fragmentation

Tuned out & time poorTuned out & time poor

CostCost

TrustTrust Is anybody paying attention?Is anybody paying attention?

What is word of mouth (WOM)?What is word of mouth (WOM)?

WOM is different WOM is different

40 000 years40 000 years

Intimate Intimate the desire to share informationthe desire to share information

CredibleCredible people believe people they knowpeople believe people they know

Free Free costs nothingcosts nothing

Speed Speed often starts slowlyoften starts slowly then quick to then quick to then spreads quickly then spreads quickly

WOM needs….WOM needs….

HomophilyHomophily

CredibilityCredibility

ValueValue

OpportunitiesOpportunities

ConsistencyConsistency

ConsistencyConsistency

Do we have the preconditions for

WOM?

TypesTypes

Organic

Amplified

Real world

Digital

WOM ElementsWOM Elements

TalkersTalkers

TopicsTopics

ToolsTools

TimingTiming

Tracking Tracking

Community A Community C

Community B

Who are talkers?Who are talkers?

Key influencersKey influencers

StakeholderStakeholder

AdvocatesAdvocates

ChampionsChampions

SneezersSneezers

AlphasAlphas

Opinion leadersOpinion leaders

ShapersShapers

Early adoptersEarly adopters

HubsHubs

PositionPosition

PersonalityPersonality

ExperienceExperience

SkillsSkills

LongevityLongevity

What talkers do?What talkers do?

Networks Networks

LanguageLanguage

CredibilityCredibility

CommunicationsCommunications

Find talkers

Cause-connectedCause-connected

Self identifySelf identify

Key professions & organisationsKey professions & organisations

Prominent individualsProminent individuals

ObservationObservation

Recruit talkersRecruit talkers

Face to face

Stories

Pass-on tools

Continuous contact

Research Research

Face to faceFace to face

Explain who you are Explain who you are

Tell storiesTell stories

Ask for helpAsk for help

Thank youThank you

Keep contactKeep contact

Where are

Where are

your your

influencers

influencers

? ?

TopicsTopics

You must be worth a conversation

You must be worth a conversation

Types of topics Types of topics

Client successesClient successes

Volunteer storiesVolunteer stories

AchievementsAchievements

ChallengesChallenges

Research & dataResearch & data

PlansPlans

Sources of topics

Own StoriesOwn Stories

•BoardBoard•StaffStaff•VolunteersVolunteers•Past historyPast history

Crowd Source Crowd Source StoriesStories

•ClientsClients•Supporters Supporters •Similar organisations Similar organisations •Comparable efforts Comparable efforts

Crowd sourcing brings

•Authenticity•Variety•Different perspectives

Where are Where are our stories?our stories?

Tools

Business cards

Print material

Events

Copy for newsletters, websites, emails, social media

Video, audio, images

Samples, coupons & discounts

Where are

Where are our tools?

our tools?

TimingsTimings

Opportunity Opportunity Opportunity

Sample 12 month program Sample 12 month program

Find talkers and develop topics Find talkers and develop topics Sep – Dec Sep – Dec

Approach talkers Approach talkers Jan - MarJan - Mar

Keep contact Keep contact Apr – JunApr – Jun

Revise program and re-connect Revise program and re-connect Jul - Sep Jul - Sep

TrackTrackNumber of appointments Number of appointments

Number of talkersNumber of talkers

How they help?How they help?

Frequency of conversationsFrequency of conversations

What is the impactWhat is the impact

How much effort they needHow much effort they need

Anecdotes and feedback Anecdotes and feedback

BenefitsBenefits

Easily produced and distributed Easily produced and distributed

PermanentPermanent

Can reach many peopleCan reach many people

CostCost

DrawbacksDrawbacks

Fans, followers and failsFans, followers and fails

Comments and criticisms Comments and criticisms

Newbie nervesNewbie nerves

Social media and WOM Social media and WOM

how to’s how to’s of social media for WOMof social media for WOM

Establish accountsEstablish accounts

Find existing communitiesFind existing communities

ListenListen

Contribute to conversationsContribute to conversations

Create your own communityCreate your own community

Advocate and shape the conversationAdvocate and shape the conversation

Ask others to share your contentAsk others to share your content

Crowd source content for your accountsCrowd source content for your accounts

Encourage others to interpret your issueEncourage others to interpret your issue

SummarySummary

Provide topicsProvide topics

Offer pass-on toolsOffer pass-on tools

Develop a timetableDevelop a timetable

Track the conversationTrack the conversation

Is your issue credible, valuable and consistent? Is your issue credible, valuable and consistent?

Identify talkersIdentify talkers