Viral and WOMM Marketing Management


Louise starts: “she’s got a great view of something, not sure what” says Todd.
She’s short she says.
Going over the big picture, how we see the trend of the word of mouth marketing.
Characteristics of WOMM, who do you trust, what is WOM, whats WOMM, and whats the difference.
what is CGM, what’s the difference between online WOMM and viral marketing, how can you make Online WOMM work for you.
and how WOMM plays into the buying cycle.

The control of the message is being passed to the consumer, not the marketer.
ad skipping, ad and pop-up, email filtering, cookie deletion, tivo, this tech is helping the consumer filter out marketing messages
the tools are available to everyone very easily,

we trust our friends, we trust our social network more than marketers, we know marketers are biased.
she’s showing a forrester research graph about how much consumers trust recoumendations vs brand websites.

Word of Mouth is the way message travel around, offline and online.
honest recommendations, this is why people trust other people, there’s no money exchanging hands.
She’s referring to Malcolm Gladwell and the idea of influencers. WOM is driven by influencers.
organic WOM occurs naturally when people become advocates or evangalists (without you paying for it)

what can we do to accelerate WOM?

finding and empowering the influencers who are already successfully using products and services, offline WOM evolved years ago with cavemen. whats the big difference between online and offline?
online does not dissipate, UGM and content.
a blog lasts for ever but offline networking can only reach so many people.
online WOM is growing.

She’s showing a graph about what marketing tools executives are going to use executives are using email marketing the most, but WOM is next, followed by paid search, blogs.

CGM is a dialog created by people using forums and blogs and product review sites. CGM is relevant to your product or service, and how can you get them to talk about your serives (we’ll talk about that).
CGM can be influenced but not controled and does not dissipate. CGM can be monitored and measured.

The differences between WOMM and Viral.
Online WOMM is targetting influencers, good content, product or service.
friend to friend, community to community, blog to blogger.

viral tends to be created by outrageous messages, exceptional content value, very unique.

How do you make this work for you:
give influencers something to talk about, good product or service
target the right people, influecners have deep niche knowledge or are using your service, and they have a large social network.

Start by listening, monitor, react when you have and understanding of that they’re saying. CGM monitoring, listening services. CRM services. Technorati, blog search, etc, look who’s talking in your space. She mentioned buzzlogic and artificial intelligence, natural language processing. Don’t forget your customer service department.
She’s being hurried up
Choose the right channel, do some testing and improving, she’s showing a big graph, lots of lines explaining the buying cycle. and the role of WOMM in that.
WOMM is a form of marketing where consumers are in control, marketer can influence but control, you have to target, empower, and accelerate. and listen listen listen.
Todd says he really likes the point about listening.

Lawrence Coburn
He’s talking about widgets and asking how many people are using them, not many.
They really saw widgetts blow up with youtube and their use of their embedable player. There was a big spike when they announced their embedable player. widgets are a proven method for getting your site to go viral. This is a brand new space, its only been going on for a year. Users often don’t understand what widgets are. Its tough to compete against VC money for destination visitors.
organic back links should be optimized with widgets.
if you have a website you should have a widget strategy, for link dev if nothing else.
aggregators, myspace, typepage, etc.
edgefeeders, youtube, photobucket
platforms, widgetbox, snipperoo, google gadgets.
One click adds for music on myspace is huge.
you can’t put javascript in myspace and size is important, classic accessibility
can you mess with the colors, can you blend it, can you change the size
fully interactive sites embeded in other sites
you need to be able to grab the widget right from the widget, shows you the HTML so you can spread it

thisnext widget, distributed shopping service, shopcast.
the bitty browser, little embedable browser mobile version work nicely for this.
chipin, fundraising across sites, click to get the html code to plug it into your site
his favorite widget is from ilike plugs into itunes, sends and upload all your track info to your profile and it generates a widget, no effort required.
mashable just launched stats.
lots of virgin territory.
analytics is missing in the widget environment, so is monetization.
someone will build an ad network for widgets, google is afraid too.
driven my implicit data, no effort what data streams are you generating already
contextually aware widgets
fully interactive experiences in widgets.

Todd is talking about marketleap’s widget and their use of backlinks and rotating anchor text.

Aaron Wall
you may not want to start with your own site or product, start with other people’s interest. did a study about what mom’s would get paid.
find ideas from social networks, news and bookmarking, do keyword searches on similar ideas.
have a main channel, official company blog or give a popular channel the exclusive, like techcrunch.
create a common link point, book authors, voting. authors should make their own page to leverage the link equity.
build trust and attention before you need it
consider potential blowback ahead of time

be specific, be controversial, write story to spread, not keywords, great headlines at

me me me me me
make it easy to relate to someone and they’ll talk about it
lots of bloggers do link searches, digg homepage stories about digg
community involvement rand’s search engine ranking factors, ask for feedback, call out to specific people.

seeding ideas
ask for feedback
make friends (email and IM)
pitch bloggers
social news sites (build accounts)
annoucement timing
announcement location (demo targetting) indentification
buy sponsored posts (payperpost, blogsvertise, reviewme)
Aaron Wall owns part of reviewme

launching a static site
give pleasures, paris hilton gives links, and people will link back. (chartruese)
call in favors
spread out your ideas
interview partners
announce the launch
add linkbait later

Formatting Link Bait
make it easy to indentify
make it polarizing
make it look comprehensive
cite research and link out

I’m about to run out of battery power

make your stuff easy to link at
don’t over-monetize
authority centric search algorithms
rising tide lifts all boats

bubbling up
social news
meme trackers

Don’t compete with yourself
SEO for Firefox, many links, Google “SEO”
he’s begging for links like guy kawaski was.

Rand Fishkin
He’s disagreeing with the youtube popularity, he says it had more to do with the lazy sunday rap.
7 steps to link bait
Find link bait portals
digg (2000 links on average), slashdot, fark, delicious, reddit, boing boing, techmeme, techcrunch, netscape, lifehacker, stumbleupon, shoutwire.

understand link bait audience driven by specific passions, dominated by a few key users who decide your fate, often compelled by headlines, descriptions and content quality. ten ways why google is better than yahoo.

brainstorm effectivly don’t loose focus on target audience, force yourself to stay on-topic with your site, invite contributions, generate 10-20 ideas. generate a bunch of ideas.

build beautiful bait, the look ad feel is important, blogs, article forma, two goals, get on the portals and attact the links second, creating some room for controvery or discussion can inspire more links unique innovative things, graphics. you need stuff that’s going to get links, that has controvery, that all these bloggers will say this is very interesting, i need to link to that.

create a reputation: a strong profile at social media sites, top100 at dig, once a site has been featured several times its easier to get listed. leverage a top digg user.

submit with style: attentoin grabbgin head lines that focuses on users, diggers are like tabloid buyers. highlight interests of the specifc portals audience, self submission is fine, in fact do it quick.

don’t shoot yourself in the foot: don’t send many diggs from the same IP address, the same users digging the same material every time can be dangerous, if you’re in a small “tech” town, be wary of sending more than 10-20 diggs, keep your servers up (most diggers are in san fran) follow your bait with several guest posts/articles. (static format, watch the DB requests)

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