Recently I had someone question that I was leading my company’s marketing strategy down a social media path that was forgetting about good ol’ fashioned “word of mouth” as a communication/marketing tool.
Without even thinking for a second I responded that it’s no longer “word of mouth” it’s “word of mouse”. I wish I could claim that I was that clever to come up with this term, but I heard about it when I read David Meerman Scott’s ebook “The New Rules of Viral Marketing: how word-of-mouse spreads your ideas for free”.
I love the case study he used of the success that Cindy Gordon had at Universal Orlando Resort when she launched “the Wizarding World of Harry Potter”. Instead of spending millions of dollars on an advertising campaign she identified seven “influential” everyday people to tell. Through their “word of mouse” those people told tens of thousands of people. Funny enough when you do a google search on the topic 80 percent of the top results are blogs. And guess what, all those blogs have other people who link to them and so on.
There is extreme power in that mouse. These days it’s not you creating your company’s brand (or even your own personal brand), other people are doing it for you whether you like it or not. That is the power of “word of mouse” marketing.
David Armano‘s Influence Ripples does a wonderful job illustrating the power that “word of mouse” marketing can have. All ripples matter, whether they are big or small, because at some level they are still building your brand.
So how do you find these “influencers” or evangelists? Easy. Start by listening. There are several great ways to monitor what is being said about you or your company. Google blogsearch allows you to search blogs and Twitter search provides great results on what is being talked about on Twitter.
One of the most brilliant marketers out there Mack Collier recently posted about this exact thing on his blog using Tropicana as an example. As he says it takes some time to really drill this down but isn’t it worth the effort!
What do you think, has “word of mouse” marketing taken us away from “word of mouth”? Or has it exponentially changed the power?