Implementing Word of Mouth Marketing: Online Strategies to Identify Influencers, Craft Stories, and Draw Customers

227 Pages·2010·4.32 MB·English

by  Idil M. Cakim

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Implementing
Word of Mouth
Marketing
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Implementing
Word of Mouth
Marketing
Online Strategies to Identify
Influencers, Craft Stories,
and Draw Customers
Idil Miriam Cakim
John Wiley & Sons, Inc.
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Copyright © 2010 by Idil M. Cakim. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:
Cakim, Idil M., 1974–
Implementing word of mouth marketing : online strategies to identify
influencers, craft stories, and draw customers / Idil M. Cakim.
p. cm.
Includes index.
ISBN 978-0-470-44255-5 (hardback)
1. Word-of-mouth advertising. 2. Telemarketing. I. Title.
HF5827.95.C35 2010
658.8'72—dc22 2009029115
Printed in the United States of America
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To my family
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Contents
Preface xiii
Acknowledgments xvii
Part I Understanding Online Word of Mouth 1
Chapter 1 The Need for Word of Mouth Information 3
Trust in Media 4
The Rise of Social Media 5
Online Word of Mouth 6
Chapter 2 The Web Advantage 7
The Power Line 9
The Dell Turnaround 10
Thoughts on AOL 11
Hoboken Online 12
Transportation Security Administration
(TSA) Hears the Laughing Squid 14
The Frozen Pea Fund 15
Helping Earthquake Victims 16
Tsunami Wikis 16
Notes 17
Part II Finding Networking Agents 19
Chapter 3 How to Find Networking Agents 21
Assessing Online Influence 24
Reach 24
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Contents
Relevance 25
Authority 27
Advocacy 29
Comments 30
Offline Roles 30
Notes 32
Chapter 4 Tapping into the Power of Networking
Agents 33
Screening for Networking Agents 34
Building Conversation Forums 39
Joining Conversation Forums 44
Notes 49
Chapter 5 Earning Networking Agents’ Trust 51
Accepting Reviews and Suggestions 52
Being Responsive 55
Providing Conversation Materials 56
Addressing Problems Head On 59
Being Available 62
Notes 63
Part III Communicating with Networking Agents 65
Chapter 6 Crafting Messages for Networking Agents 67
Telling a Newsworthy Story 68
We Can Blend Chuck Norris and Your
Shoes 68
One in Six of Us Do Not Have Water 69
Creating an Engaging Process 71
Downloading and Touching
Applications 72
Running—For the Love of It 74
Creating an Image Online 75
Monkeying around at Work 76
Offering Value 77
Share Your Knowledge 78
Let Networking Agents Take the Stage 79
viii
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