3-Minute WOM Lesson: How great companies build WOM into everything they do

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1> Take it to 50,000 feet
2> Earn support from 50,000 people
3> Make it last 50 years

1> Take it to 50,000 feet

You know you’ve successfully taken your word of mouth to 50,000 feet when your executives and senior leaders believe in it. You do it by showing them how word of mouth is more than viral buzz and goofy videos. Earn their buy-in by demonstrating how real word of mouth increases profitability, loyalty, and brings in revenue.

2> Earn support from 50,000 people

You can’t win the hearts of customers if this “word of mouth stuff” is confined to the marketing department. It’s when everyone behind the brand is devoted to earning the respect and recommendation of fans through astonishing service that things really start to take off. Develop this culture by showing employees how their little efforts here and there can really add up, and celebrate big when someone goes above and beyond on behalf of a customer.

3> Make it last 50 years

Scalable, long-term and sustainable strategies are key to making your word of mouth last. The best marketers do it through vibrant fan communities, an avoidance of one-off stunts, and always building their permission assets — allowing them to regularly contact their followers. See your word of mouth grow through the decades by always asking, “What’s next?”

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