3-Minute WOM Lesson: 3 steps to creating sustainable word of mouth

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The best word of mouth is something that grows over time, built on bigger and better tools and topics. Here are three ways to start making that happen:

1> Create a community
2> Create a series
3> Create a conversation

1> Create a community

Create a steady amount of buzz by creating a community for your most enthusiastic fans. Whether a simple Facebook fan page or a fancy group with its own forums and threads, the point is the same: To create a way to keep the word of mouth simmering about you and your stuff. When your talkers can interact with each other, they’ll surprise you at how well they are at keeping the conversation going and creating new topics.

2> Create a series

Stunts are great conversation starters — but without some consideration for how to keep the excitement rolling, you’re missing out on the real word of mouth opportunity. Instead of a single stunt, plan for a series of events and use them to earn the permission to contact fans again. The next time you’re planning a big event, keep asking the question: Once this is over, how do we keep the buzz going?

3> Create a conversation

One of the most important aspects of any word of mouth program is creating a way to consistently reach your talkers. Get their email, connect with them online, and find offline ways to keep them coming to your store. Without a way to regularly reach your talkers, you’re left starting over for every new topic, product, and event you create.

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