MRK7020.1.

0
MRK7020.1.0 -- Marketing
Marketing Communication
Communication

WOM
E-WOM
Gürkan
Gürkan SAĞLAM
SAĞLAM -- 564520008
564520008
Merve
Merve GEDİKLİ
GEDİKLİ -- 564520012
564520012
Reyhan
Reyhan TUNCER
TUNCER -- 564520021
564520021
WoM
WORD
WORD OF
OF MOUTH
MOUTH
 Subtitles of WoM
● What is Word-of-Mouth Marketing?

● History of WoM

● How to build word-of-mouth marketing?

● What Drives Word of Mouth

● Why is WOM marketing important?

● Advantages & Disadvantages of Word-of-Mouth Marketing

● Concepts/models of WoM

● Strategies of WoM

● How Businesses Optimise WoM?

 What is Word-of-Mouth Marketing?

Word of mouth in marketing the unpaid spread of information from one

person to another through conversation, specifically advising on a particular
business or product.

WoM marketing also called WOM advertising, is the process of actively

influencing and encouraging organic word of mouth discussion about a
brand, organization, resource, or event.
 History of WoM

In the early 1970s, George Silverman who is a psychologist

created what he called ”teleconferenced peer influence groups”.

With the increasing use of the Internet as a research and

communications platform, word of mouth has become an even more
powerful and useful resource for consumers and marketers.
 The Theory of the Word of Mouth

WOM refers to the oral communication between two people, the listener and the
speaker.
The speaker: The motivation can be about self-involvement, like been experienced with
a specific thing and they want to talk about it.
The listener: The motivation must be that they are interested in what they are hearing
from another person.
 What Drives Word of Mouth

There are six key factors that drive what people talk about and share:

● Social Currency 

● Triggers

● Emotion 

● Public

● Practical Value

● Stories
 Why is WOM marketing important?

Experienced marketers will tell you that word of mouth is one of the most
effective and therefore most valuable forms of marketing for a business.

Whereas word of mouth used to be limited by the number of places you went and
people you physically interacted with, times have changed.
 ?

WOM marketing is one of the most powerful forms of advertising as X% of consumers

trust their friends, over traditional media.

Y% of people trust online reviews as much as personal recommendations.

Z% of consumers are influenced by social media posts from their friends.

Word of Mouth matters, especially with trustable friends…
 Advantages of Word-of-Mouth Marketing

Advantages Disadvantages

● It spreads slowly.
● It makes people understand.
● Limited consumers
● It builds trust.
base.
● It is not expensive.
● Negative reviews effect.
● It builds your brand.
 Concepts/models of WoM

When further research went into developing the concept word-of-mouth

marketing, many models behind the word of mouth strategy also developed. These

models include:

● The organic inter consumer influence model,

● The linear marketer influence model,

● The network coproduction model.

 Strategies of WoM
● Create triggers for word of mouth
Triggers are little cues that remind your audience about your brand, even without any actual
advertising.

● Appeal to your audience

Word of mouth works best when it puts its audience first.

● Provide value to customers

The brands worth talking about are ones that provide value.

● Tap into emotion

Emotional attachments are one of the biggest drivers of word-of-mouth marketing.
 Examples of WOM

https://www.youtube.com/watch?v=0wnJpTpbJPE&t=10s

Share a Coke
The campaign, which puts consumers’ first names on Coca-Cola cans
and bottles, has since rolled out in more than 70 countries
worldwide.
https://www.youtube.com/watch?v=4JmKVXgAFNA
Examples of WOM

https://www.youtube.com/watch?v=
S1zXGWK_knQ

https://www.youtube.com/watch?v=U5_D0rdqeAs ‘Back to the Start’ was screened in close

to 6,000 movie theatres around the
country where it received thunderous
applause from movie-goers. The ad
narrated a compelling story about a dicey
issue in a moving, thought-provoking
manner. It got people thinking and talking
about a subject they cared about but
couldn’t easily discuss before.
https://www.youtube.com/
watch?v=DY-GgzZKxUQ&t=
25s
Examples of WOM
Trial Kits
 Examples of WOM

Though it’s been making and selling purely electric cars since 2008, Tesla still spends
On a trip to Argentina, founder Blake Mycoskie saw the difficulties children
without shoes faced and decided to start TOMS as the vehicle for a shoe- next to nothing on marketing and advertising. Instead, the company relies mostly on
giving movement. For every pair of TOMS purchased, the brand gives a pair word of mouth from existing owners and excitement from bloggers, YouTube
to children who cannot afford shoes. This charitable angle - and founding influencers, and journalists to sell cars. To this end, the Tesla referral program has been
story - made it easy for word to spread about TOMS. an effective tool in bringing new customers to the brand.
 Examples of WOM
Wings Team
The Red Bull Wings
Team is a fun-loving,
entrepreneurial,
charming and dynamic
group at the heart of
Red Bull's marketing
strategy, operating all
year long.

Student Marketeers
Student Marketeers are in direct contact with various consumers and customers, inviting
product trial, helping establish Red Bull consumption in diverse occasions, supporting
our sales teams, working with renowned athletes and of course ensuring an
unforgettable brand experience for consumers at Red Bull events.
Negative WOM Examples
 eWoM
ELECTRONIC
ELECTRONIC WORD
WORD OF
OF MOUTH
MOUTH
 What is Electronic Word-of-mouth (eWOM) ?

Electronic word-of-mouth communication

(eWOM) is any positive or negative statement
made by potential, actual or former customers
about a product or company which is made
available to multiples of people and/or
institutions and is spread over the internet.
(Hennig-Thurau et. al, 2007).
Characteristics of eWOM

● Enhanced volume
● Platform dispersion
● Persistence and observability
● Anonymity and deception
● Salience of valence
● Community engagement
Main Elements of eWOM
Why is eWOM Marketing important?
● People like to share
● People seek advice online
● People trust other people
 Three Stages Of eWOM

eWOM consists of three key stages:

● Creation
● Exposure
● Evaluation
eWOM Platforms

● Social media websites Facebook, Instagram, Twitter

● Shopping websites Amamn.com
● Consumer review websites Epinions.com
● Discussion forums Ukbusinessforwns.co.uk
● Blogs Blogger.com, Pinterest
eWOM Strategies

1.Promote user-generated content

2. Share customer ratings and/or reviews
3. Employ a referral marketing
4. Collaborate with influencers
Differences
Differencesbetween
betweenWOM
WOMand
andeWOM
eWOM
Examples of eWOM

In 2017, Carter Wikerson tweeted Wendy’s asking

how many retweets he’d need to get free nuggets.
Wendy’s tweeted back saying an astronomical 18
million and while he didn’t get 18 million tweets, his
tweet still became the most retweeted tweet of all
time.
Examples of eWOM
 Examples of eWOM

#shareacoke

Coca-cola’s campaign asked for consumers

to participate by sharing a personalized
soda bottle with friends on social media.
Examples of eWOM
Examples of eWOM
 Resources
https://www.oberlo.com/blog/word-of-mouth-marketing

https://www.commercegurus.com/word-mouth-marketing/#

https://www.bigcommerce.com/blog/word-of-mouth-marketing/#ideas-for-building-your-word-of-mouth-marketing-strategy

https://medium.com/@ReferralCandy/how-chipotle-work-their-magic-through-word-of-mouth-marketing-95fc77c0463b

https://www.business2community.com/marketing/how-11-major-brands-have-successfully-used-word-of-mouth

https://www.yotpo.com/resources/word-of-mouth-marketing/

https://fikrimuhim.com/uyelik/kayit?code=39e8567c5b5d3acf836eb4ad97317c1b

https://electrek.co/2015/12/30/a-tesla-model-s-owner-referred-188-new-sales-in-just-2-months-a-look-at-teslas-referral-program/

https://www.coca-colacompany.com/au/faqs/what-was-the-share-a-coke-campaign

https://www.veeqo.com/blog/ugc-examples

https://debitoor.com/dictionary/word-of-mouth

https://www.investopedia.com/terms/w/word-of-mouth-marketing.asp

https://referralrock.com/blog/word-of-mouth-marketing/

https://en.wikipedia.org/wiki/Word-of-mouth_marketing#Concepts/models
Thanks! Do you have any questions?

gsaglam15@ku.edu.tr
mervegedikli94@gmail.com
reyhantopsakal@gmail.com
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