In this issue, Kira Wampler, Intuit’s Word of Mouth and Social Marketing Leader, Small Business Division, offers her three tips on creating WOM by connecting customers:
1> Focus on what your customers care about
2> Find ways to get everyone involved
3> Forget the marketing speech
4> Listen to Kira’s live Supergenius preview
You can see Kira — as well as 30 other brilliant word of mouth marketers — live at GasPedal’s Word of Mouth Supergenius on December 16 in Chicago. This “How to be Great at Word of Mouth Marketing” Conference features 12 how-to classes, 12 real-world case studies, and 6 brilliant authors.
1> Focus on what your customers care about
It’s not about going after the latest social media fad; it’s about building a program around a subject important to both you and your customers. For Intuit, they’ve built communities around the challenges small businesses face. Once you’ve found the common issues that connect your customers, you can start to look at the tools and tactics you’ll need to bring these folks together.
2> Find ways to get everyone involved
Look for opportunities to get multiple teams and departments working toward common goals. One of the biggest lessons Kira says they’ve learned at Intuit is that integrated campaigns everyone can get behind are far more successful than standalone initiatives. When you make it easy for employees throughout the company to get involved, they take a huge sense of ownership in it — especially when it’s about how to help customers be more successful.
3> Forget the marketing speech
Focus on letting the voice of the customer come through. Kira recommends creating an environment where the topic of conversation is about the things your customers care about, their concerns, and their ideas. If you do it right, your customers will be talking about themselves — and, ultimately, your campaign.
4> Listen to Kira’s live Supergenius preview
Hear Kira expand on her three big ideas on creating WOM by connecting customers, as well as reveal her word of mouth superpower here:
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{ 1 comment… read it below or add one }
Completely agree – occasionally you might get lucky with an epidemic viral, but word of mouth promotion via social media is much more likely if you focus on genuine customer interests. Great article, thanks!