Archive of tag "marketing"

Support your spontaneous word of mouth

December 19, 2008

When you see people talking about you, run with it.

Check out how Google did it:GmailMvelope

Not too long ago, one of the Gmail engineers broke out her vinyl cutter and made some Gmail m-velope stickers. Pretty soon, they were pasted to our desks, stuck on our laptops, and adorning the walls around the office. Then other people started asking us about them — first it was just other Googlers. But when a guy I was sitting next to on an airplane asked where he could get a Gmail sticker, we realized other people might like them too.

Google did exactly what you should do when this happens – they embraced it.

And now, by sending a self-addressed stamped envelope to their headquarters, you can get you own free Gmail stickers.

The Lesson: Keep your eye out for spontaneous word of mouth and be ready to support it.

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Photo credit: Gmail Blog

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Secrets that create word of mouth

December 18, 2008

McDonald's is giving away free coffee to customers who know when to go and how to ask for it. The trick (at least in Chicago) is to go on Mondays and specifically ask for a free small coffee.

The promotion isn't advertised and instead is being covered by local news sources. And because it's inside information, people are telling their friends, family and co-workers the technique to get free coffee.

The Lesson: A good secret can be a great conversation starter.

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Word of Mouth Geniuses of the Week

August 11, 2008

  1. Josh Klein, guest blogger on Drew’s Marketing Minute
    "Steve Carell on Bad Advertising"
    Josh contributes to Drew McLellan’s blog with an analogy from the movie "Anchorman". Better yet, he makes it work. An excellent look at what it takes to create a message that cuts through. (link)

  2. Patrick Byers, The Responsible Marketing Blog
    "A Word of Mouth Campaign Worth Talking About"
    Patrick not only presents a good example of an unorthodox way of getting people talking about you, but he also simply explains why that can be so valuable. (link)
  3. Michelle Lamar, Emerging Customer
    "Tools of the Trade: Top 10 Tools for Social Media"
    OK, so Michelle mentions our blog in her list — but even if she hadn’t, we’d still include this list of resources. There are enough cool references in here that it’s good for newbies and advanced users alike. (link)
  4. Jackie Huba, Church of the Customer
    "Apologize or not?"
    Jackie analyzes J. Crew’s pre-emptive apology, and proves that companies that show a little humility and respect can earn a lot of trust and loyalty. (link)
  5. Brian Stelter, New York Times Technology
    "Griping Online? Comcast Hears and Talks Back"
    When the New York Times points out how a company with a reputation for poor customer service is turning things around, then they’re reporting about something we can all learn from. Congratulations @comcastcares! (link)

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Word of Mouth Geniuses of the Week

July 28, 2008

  1. Mitch Joel, Six Pixels of Separation
    "The Secrets of Self-Promotion — Courtesy of Wired Magazine"        
    Mitch looks at a Wired Magazine piece as a precursor to the inevitable: why word of mouth will become all the rage (that is, if it’s not already there, judging by the success of the subject in the piece). (link)

  2. Mike Walsh, Leverage Software
    "Top 10 Ways that Social Networking Will Stretch Your Marketing Investment During a Recession"      
    A handy list of why word of mouth will play a role in any successful company’s marketing plan, especially when the economy takes a breather. (link)
  3. Jason Falls, Social Media Explorer 
    "Social Media is the Responsibility of Public Relations"
    Now that social media is more a question of "when?" and not "if?" for many companies, Jason points out where the efforts should be housed. (link)
  4. Sam Decker, Bazaarblog
    "More Than Words"    
    What better way to show how effective word of mouth can be than by making the message fun? The guys at BazaarVoice hit a home run with their "More Than Words" video, which has to be seen to be believed. You’ll find it as the first link under Day 2 of a recap from this summer’s excellent event. (link)   
  5. Dan Schawbel, Personal Branding Blog
    "Applying Personal Social Media Techniques to Corporate EMC"    >      
    Dan gives a marvelous breakdown of a corporate social media initiative — not only a valuable case study for your company, but perhaps for you personally, too. (link)

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