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Selling to employees first: A word of mouth lesson from Pepsi

If your employees aren’t on board with your word of mouth story, you’re missing out on an army of loyal fans and great talkers. When Pepsi recently overhauled their image and their message, they focused on selling the concept to their employees first. They hosted internal webcasts sharing their marketing strategy, gave away T-shirts, and…

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Social Media Business Council Member Meeting 6

8/12 | Member Meeting & Unconference A morning discussion on a big issue; member-led unconferences; conversation with a special guest; private dinner following Agenda: August 12 – Member Meeting & Unconference, 8 AM – 5 PM, Dinner 7 – 9 PM Location: Millennium Hotel Minneapolis, 1313 Nicollet Ave. Full details: http://socialmedia.org/smbc6 Member meeting | August…

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BlogWell: How big brands use social media

Dell, Cisco, Wells Fargo, Intuit, Kaiser Permanente, Pepsi, and SAP share case studies on social media.

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From the archives: Ringo, the WOM-based music recommendations engine

Back in 1994, MIT’s Media Lab created Ringo—an algorithm-based system designed to automate the process of “word-of-mouth” music recommendations. Here’s the overview of the project: Recent years have seen the explosive growth of the sheer volume of information. The number of books, movies, news, advertisements, and in particular on-line information, is staggering. The volume of…

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Accommodate your talkers

A few months ago, Springwise shared the story of Elvine, a Swedish clothing brand offering a free place to stay for visiting “creators.” The room, called “Creators Inn,” is located in Gothenburg, Sweden and is complete with free wifi, a guest book, and a balcony with impressive views of the city. Foreign visitors are given priority, but…

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Word of mouth research: WOM is the most influential factor in BtoB purchase decisions

Word of mouth is the most influential factor in BtoB purchase decisions, according to a 2006 Keller Fay. The study focused on US and UK executives and found that word of mouth has more than twice the influence of advertising, direct mail, or press coverage. Other findings include: 86% of executives say they recommend a brand…

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Issue #119: What to Look For in a Great Talker

When identifying your best talkers, look for these characteristics: 1> Talkers you can talk to 2> Talkers with large networks 3> Talkers with authority 1> Talkers you can talk to A talker isn’t much good unless you can reach out to them to support them in spreading your message. Look for talkers who are publicly…

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Word of mouth from a group art project

To gear up for the Vancouver 2010 Winter Games, Molson Canada is creating an outdoor “mega-mural” using thousands of pictures submitted by their fans. Once the mural is complete, Molson promises to create a special message for Team Canada as they prep for the Games. While Molson is using a fairly sophisticated system to allow…

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Featured Downloads

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

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3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

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The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

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10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

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The New Topics Worksheet

All word of mouth starts with a topic of conversation — a simple, portable, repeatable idea that gets people talking.

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The Word of Mouth Action Plan

Create a complete word of mouth marketing plan using this worksheet’s eight simple steps.

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