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Implementing Word of Mouth Marketing:
Online Strategies to Identify Influencers, Craft Stories, and Draw Customers
BY Idil M. Cakim
Learn to capitalize on online word of mouth, leverage its power, and measure results of your initiatives
Savvy, strategic, and right on time, Implementing Word of Mouth Marketing is the essential guide for any company or organization needing to understand the dynamics of online word of mouth. This powerful book will coach you to identify your own set of online influencers, craft the stories that will resonate with your consumers, and spread messages through cybercitizens who are social media experts.
Guides you to identify and engage your online influencers to manage your reputation, promote your brands, and sell your products
Reveals how word of mouth disperses online
Explores strategies for your organization to engage its online advocates, tap into networks, and to mobilize the masses
Explains how to design online word of mouth campaigns
Includes measurement tools to gauge the impact word of mouth campaigns
Filled with case studies, research, and check lists, this invaluable guide will definitively show you how to leverage the power of online advocates to pass along stories, deliver recommendations, and draw people to purchasing points.
Idil M. Cakim is Vice President of Inter-active Media at GolinHarris, a global public relations firm. She served on the board of the Word of Mouth Marketing Association, whose members include Dell, Microsoft, Hilton, Amway Global, 1-800-Flowers, and the AARP. She regularly publishes articles in business magazines and trade publications on social media and word- of-mouth strategies and has been quoted as an expert in online communications in the New York Times, the Financial Times, Harvard Business Review, CNet News, the Chicago Tribune, and other media.
TABLE OF CONTENTS:
Part I: Understanding Online Word of Mouth.
Chapter 1. The Need for Word of Mouth Information.
Trust in Media.
The Rise of Social Media.
Online Word of Mouth.
Chapter 2. The Web Advantage.
The Power Line.
The Dell Turnaround.
Thoughts on AOL.
Transportation Security Administration.
TSA Hears the Laughing Squid.
The Frozen Pea Fund.
Helping Earthquake Victims.
Part II: Finding Networking Agents.
Chapter 3. How to Find Networking Agents.
Assessing Online Influence.
Chapter 4. Tapping Into the Power of Networking Agents.
Screening for Networking Agents.
Building Conversation Forums.
Joining Conversation Forums.
Chapter 5. Earning Networking Agents' Trust.
Accepting Reviews and Suggestions.
Providing Conversation Materials.
Addressing Problems Head On.
Part III: Communicating with Networking Agents.
Chapter 6. Crafting Messages for Networking Agents.
Telling a Newsworthy Story.
We Can Blend Chuck Norris and Your Shoes.
One in Six of Us Do Not Have Water.
Creating an Engaging Process.
Downloading and Touching Applications.
Running ĘC For the Love of It.
Creating an Image Online.
Monkeying around at Work.
Share Your Knowledge.
Let Networking Agents Take the Stage.
Appeal with a Cause.
Chapter 7. Reading the Message Environment.
Tapping into the Public Sentiment.
Revealing the Unknown.
Challenging Status Quo.
Following the Audience.
Making It Easy to Pass Along and Share.
Chapter 8. Keeping in Touch with Networking Agents.
Need for Relationship Platforms.
Sampling through Word of Mouth Panels.
Product Development through Online Communities.
Fueling Word of Mouth on Popular Social Networks.
Creating Multiple Touch Points.
Networking on the Go.
Guidelines for Long-Term Engagement.
Ask for Permission and Create a Contact List.
Communicate with Your Networking Agents on a Regular Basis.
Encourage Peer-to-Peer Activity.
Celebrate Wins and Success Stories that Emerge from the Community.
Bring Utility and Deliver Value.
Commit to a Long-term Plan.
Chapter 9. Delivering on Promises to Networking Agents.
Turning Negative Buzz into Positive Buzz.
Norton Brand Advocates.
Online Reviews Propel Sales.
Probe, Fix, and Communicate.
Part IV: Creating Online Word of Mouth Campaigns.
Chapter 10. Helping Networking Agents Spread your Messages.
Building Online Communities.
Who to Recruit?
How Many Members to Recruit?
How to Engage?
What Does Engagement Yield?
Customer Loyalty and Incremental Revenue.
New Products, Services, and Partnerships.
Conversation and Connectivity.
How to Maintain Online Communities.
What Should the Incentive Be?
How to Quantify Success.
Chapter 11. Building a Social Media Campaign.
Set up Shop and Create a Base in Social Media.
Understand What Matters to People and Acknowledge Current Events.
Update Your Content Regularly.
Stick to Your Topic of Expertise.
Inform Networks and Lead Them to Action.
Chapter 12. Measuring Reach and Impact of Online Word of Mouth.
Designing a Measurement Plan.
Before the Campaign.
During the Campaign.
After the Campaign.
Desktop Keyword Searches.
Online Monitoring Analyses.
Web Activity Reports.
Epilogue: The Future.
Appendix: An Assessment Worksheet.
Stating Your Mission.
Conducting Your Research.
Preparing Your Message.
Delivering Your Message.
Managing Online Relations.