May 25
Day One Theme at WOMMA School of WOM
by Ian Sohn
Category: Word of Mouth Marketing
Day one at the WOMMA School of WOM, and a key theme has already emerged … Advocacy.
It’s on the tips of everyone’s tongues - mentioned in every session yesterday. What I took away …
- Advocacy is a marathon, not a sprint. Takes true commitment.
- Scaling advocacy efforts are crucial to driving sustained WOM.
- Share everything that’s great about your organization (and even, in certain circumstances, what’s not so great) - the honesty and transparency will engender trust.
- You gain vocal advocates by focusing on people’s hearts/minds versus their eyeballs/ears.
- Desire + Direction = Change (per Dan Heath). The path to success is to stir up that emotional desire -> give people clear motivation to advocate on your behalf -> make the behavior visible to make it contagious.
Let’s see what day two brings …
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May 25th, 2010 at 8:28 am
Hi Ian:
I heard a lot about that. We started talking about brand advocacy two years ago as the single most critical social media metric.
If people are recommending your brand to others in online conversations, sales go up. If they stop, sales go down. We have the tools to measure this and understand why.
More here
http://wp.me/p5a4F-51
Tom O’Brien
MotiveQuest LLC
@tomob