Natural and spontaneous movements created and fueled by consumers.
Archive | August, 2007
ONLINE RESOURCES- GLOSSARY DEFINITIONS
More than just websites providing in-depth information, online resources have grown to include web communities, consumer-based sharing tools, consumer-generated content and functions as a unique social platform connected people from all around the world.
CAN’T TAKE THE HEAT? UMMM, YOU LIVE IN AN OVEN.
So you’re taking marketing advice from your mom eh? Why else would you opt for the “just ignore it” defense when you’re being picked on by consumer bullies?
These days a digital uppercut can really mess you up. You’re right to revere consumers’ power, especially the loud ones. But that doesn’t mean you should run scared [...]
RESULTS- GLOSSARY DEFINITIONS
The collection of analyzed data from a WOM campaign. The data is used to indicate a program’s goals, achieved successes and final return on investment.
LOCALIZED BY INTEREST
The best part of word of mouth marketing is its drill-down capabilities. If you’re a national brand looking to localize, you can communicate with consumers in every American city with ease. Our policy is “no audience is too small to be targeted with WOM tactics.” Closely knit groups are in fact excellent WOM candidates.
So, without [...]
AMBASSADOR PROGRAMS- GLOSSARY DEFINITIONS
Initiatives designed to pinpoint evangelists or product advocates who spread positive word of mouth because they want to. Ambassadors can function as focus groups, product testers and on/offline buzz-generators.
WOM-THE KUMBAYA VERSION
Even if you’re not the warm and fuzzy type, you can certainly appreciate the do-gooder roots of true word of mouth communications. Because the very nature of WOM is people talking to people, the core of this marketing strategy is honest communication with people who are interested in sharing. It’s like one big world of [...]
CONSUMERISM- GLOSSARY DEFINITIONS
The idea that the customer dictates what happens in the marketplace.
OPEN-ENDED COMMUNITY RELATIONS- GLOSSARY DEFINITIONS
Relating to the public means forming two-way communications channels that allow you to speak directly to your consumer and visa versa.
INFLUENCE- GLOSSARY DEFINITIONS
The level of persuasion one has over others. Highly influential individuals are the most attractive to marketers, as they have the greatest ability to increase buzz and convert word of mouth to sales.
THE DIFFERENCE BETWEEN A BLOG AND A FORUM
If you ask a room of marketing executives “do you know the difference between a blog and a forum?” most everyone would nod casually trying not to make eye contact.
So, to spare all of you who nodded, smiled, raised your hand or affirmed your knowledge without complete understanding, MGH has compiled this wiki-breviated reference for [...]
CASE STUDY: OCEAN CITY, MD DEPARTMENT OF TOURISM
Campaign Overview:
In 2007, MGH developed of a formal ambassador program for the vacation town of Ocean City, Maryland. Over 80 enthusiastic Ocean City “regulars” were recruited as part of the campaign, and were charged with completing two primary tasks:
1. engaging in a dialog with potential travelers and providing support information through a Ocean City [...]
