According to the Word of Mouth Marketing Association (WOMMA), word of mouth “is the most honest form of marketing building upon people’s natural desire to share their experiences with family, friends and colleagues.”
How can brands encourage a positive referral among its customers? ENERGIZING
The way I look at it is think of a battery when the battery life is full, the battery gives off more energy, when it’s dying the power is weak. That’s exactly what can occur through energized customers of a product, the amount they believe in a product the more energized other people become.
Why does word of mouth work?
1. It’s believable
2. It’s self-reinforcing
3. It’s self-spreading
However you have to be cautious that sometimes energizing can be used against your product. In the video below a customer demonstrates his frustration with an airline and spreads the word of his terrible service through a YouTube video.
12 million people have viewed this video so the word of mouth marketing of United of having an energized customer went against the company.
This chart shows that business travelers like the one in the video are more likely to be critics.
So how can you use word of mouth marketing in a positive way, through telling your friends about a product you love. For example this commercial of a shampoo helps to encourage its customers to be energized and spread the word about the product and their own experience.
Creating online communities that talk positively about your product will encourage the energized customers to spread the word. In this chart from groundswell it shows that the most effective consumer trust sources of information come from an opinion of a friend or acquaintance.
There are three basic techniques to connect with your brand enthusiasts
1. Tap into customers’ enthusiasm with ratings and reviews.
2. Create a community’s to energize your customers.
3. Participate in and energize online communities of your brand enthusiasts.
In order to effectively energize your customers in groundswell you must remember to LISTEN TO YOUR CUSTOMERS.