John Moore: How to Create Buzzworthy Topics — live from Word of Mouth Supergenius

9:35 — Bergen Anderson introduces John Moore, WOM Enthusiast for the Word of Mouth Marketing Association.

9:36 — John Moore begins talking about generating buzz, despite disliking the actual term buzz.

9:38 — 14,600 days is the average life expectancy of a Fortune 500 business. 40 years total.

9:39 — 3,100 days is the average life expectancy of a small business.

9:39 — Your business can be sustainable by having lasting conversations. Buzz doesn’t create evangelists. Evangelists create buzz. Starbucks is a brand that basically built itself on word of mouth in the 90’s. They spent their marketing dollars to make a more enjoyable coffee experience.

9:40 — The fruit of an evangelical customer is a new customer.

9:40 — Wom-ology: The arts and science of marketing without marketing, based on the fake study done by John Moore.

9:41 — Wom-ology has 3 parts:

1. Experience – Whole foods took the organic shopping experience from a chore to an adventure. They created evangelists that create buzz.

2. Explanation – Best Buy has taken a company culture of explaining things to customers in store, to Twitter with their Twelp force.

3. Entertaining – Remarkable things get remarked about.

9:44 — Advertising is not dead. 22% of advertising is responsible for starting conversation. Dos equis is a great example of entertaining with their, “Most Interesting Man in the World.”

9:45 — To be talkable, be original. Don’t pay attention to the consultant guy. How can you have a blue print for being  unique? You can’t. Be obvious. The more obvious you are, the more original you appear. Keith Johnstone from his book, “Impro” credited with that idea.

9:49 — Company’s personality is its best form of advertising

9:50 — We must learn from improv comedy. C-R-O-W

9:52 — Character – Communities naturally gather around companies with character. Improve one’s quality of life. Fix something that is wrong. Southwest Airlines fixed something that was wrong by not charging for bags and by having great customer service. Build upon something that is right. Dogfish head brewery makes beer that have flavor, earns opinions. Some people love the taste, some people hate it.

9:53 — Relationship – Treating customers like friends by listening, learning, and connecting. Virgin America gives free wifi on flights. They listen to their customers and deliver a service that allows for conversation during, before, and after flights.

9:55 — Objective – Have an objective. Toms shoes has a 1 for 1 business model. “Every person who wears our shoes becomes a marketer of our shoes.” -Blake Mycoskie, Toms Shoes

9:56 — Where – locate where your customers are today so you know where to be tomorrow.

9:57 — If you stay connected, stories will emerge and WOM will happen.

Q&A

Q: Can you name a couple of business to business that live up to the standards you laid out.

A: John: Media Temple has 90,000 worldwide completely based on Word of Mouth marketing. Rackspace has built a community around the idea of fanatical customer support.

Q: Do you have any ideas for people who are already giving things away, that aren’t trying to sell a product? How can they grow their audience?

A: John: Find unexpected places to showcase what you give away. As an example, a piano player used to play in the concourse of the Atlanta airport. Have a call to action immediately following for people who may be interested in whatever skill or service you are offering.

Q: Is it too off putting to take word of mouth to the extreme? Can you go too far.

A: John: Yes. You have to open up the veil a little bit too give the users a peak behind the scenes, so they know you are genuine. No PR speak. Is the company culturally fit? If they are, let people in a little bit more and share with them.

email

Tags: , , , , , , ,

Trackbacks/Pingbacks

  1. Live coverage recap from yesterday's Word of Mouth Supergenius - December 17, 2009

    […] How to Create Buzzworthy Topics — with WOMMA’s John Moore […]

  2. A recap of the amazing ideas shared at Word of Mouth Supergenius - December 28, 2009

    […] How to Create Buzzworthy Topics — with WOMMA’s John Moore […]

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

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.

Read More

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.

Read More

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.

Read More

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.

Read More
Get our free weekly newsletter

Join 35,000 brilliant word of mouth marketers by signing up for our free weekly email newsletter filled with actionable word of mouth ideas.

You’ll be blown away by just how good you can be at this.

Never display this again