The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth - Brossura

Silverman, George

Brossura

ISBN 10: 0814416683 ISBN 13: 9780814416686

Casa editrice: AMACOM, 2011

Riassunto

The first edition of The Secrets of Word-of-Mouth Marketing provided readers with step-by-step guidance for constructing a word-of-mouth marketing campaign that would penetrate successive audience tiers and build sales exponentially. Extensively revised to reflect the profound changes in the marketplace, from new attitudes and communication methods, to new ways of relating to increasingly wary Web 2.0 customers, the second edition of this groundbreaking book shows readers how they can move beyond traditional approaches to inspire the kind of word of mouth that catches fire and generates revenue.

Featuring enlightening case studies and examples, as well as an updated version of the author’s innovative Decision Matrix for identifying potential buyers and deter mining and crafting the right kind of message, The Secrets of Word-of-Mouth Marketing simplifies the process of choosing the delivery method, harnessing the power of influencers, and measuring results. From how to navigate the latest digital media to what Malcolm Gladwell got wrong, this is still the last word on word of mouth.

Su questo libro

L'autore:

GEORGE SILVERMAN, an acknowledged expert in word-of-mouth marketing, has been designing successful campaigns since 1971. He is founder and CEO of Market Navigation, Inc., a consulting firm specializing in simplifying customers’ decision steps through word of mouth.

Contenuti:

C O N T E N T S

Acknowledgments ix

Prologue: The Calf-Path xiii

Introduction 1

Why Th is Book—and Word-of-Mouth Marketing Today—Is Diff erent •

Secrets • “Let’s Go Up a Level of Abstraction” • Stupid Questions •

Customer = Prospect unless Customer ≠ Prospect • “Buy” = “Buy into”

= “Adopt” = “Believe,” Also, “Sell” = “Convince” = “Persuade” • Product

= Service = Idea = Methodology • Word-of-Mouth Marketing Is NOT

Word-of-Mouth Advertising

CHAPTER 1 The Systematic Approach to Word of Mouth 7

Th e Digital-Information-Knowledge-Transportation-Communications-

Internet-Marketing-Word-of-Mouth Revolutions • Th e Dot-Com Super

Bowl • Th e New Media • Th e New Challenges of Marketing • Th is

Book Has a New Purpose—Our Goals Have Changed • A Trip into a

New Way of Th inking

CHAPTER 2 Dominating Your Market by Easifying the Customer

Decision Cycle 27

Th e Function of Word of Mouth • What Is Marketing? • Decision Speed

• Your Decision Easifi cation System • How to Do It • Cut Decision

Time in Half

CHAPTER 3 How to Use Word of Mouth to Easify the Decision Process 51

Property 1. Word of Mouth’s Megapower • Property 2. Th e Speed of

Word of Mouth • Property 3. Independent Credibility • Property 4.

Th e Hidden Advantage of Word of Mouth: Experience Delivery • Property

5. Word of Mouth Is More Relevant and Complete • Property 6.

Word of Mouth Feeds on Itself • Property 7. Word of Mouth Itself

Becomes One of the Product’s Attributes

CHAPTER 4 The Decision Process 79

Th e Decision Process—Overview • Th e Adopter Types: How Word of

Mouth Works for Diff erent Types of Decision Makers • Decision

Styles—Putting Together the Adopter Types With the Decision Stages •

Th e Decision Matrix

CHAPTER 5 Six Ms to Live By 105

Th e Six Ms • Give Th em Something to Talk About • So, the Form Is

Stories. What’s the Content?

CHAPTER 6 The 2nd M: The Mavens 123

Delivering the Message • Th e Controversy: Infl uencers Versus Peers •

Sources of Word of Mouth • Expert-to-Expert Word of Mouth •

Expert-to-Peer and Peer-to-Peer Word of Mouth • Th e Catch-22 of

Marketing • Delivery of Word of Mouth • Th e Care and Feeding of

Champions

CHAPTER 7 The 3rd M: Motivation 141

Beware of a Trap: Intrinsic Versus Extrinsic Word of Mouth • Th e

Secret Exception • Another Trap

CHAPTER 8 The 4th M: Means or Media 145

Additional Ideas • Search Engine Optimization • Getting Involved

CHAPTER 9 The 5th M: Measurement 155

Th e Problem • Th e Diff erence Between Measurement and Research •

How to Research Word of Mouth • Other Research Designs

CHAPTER 10 The 6th M: Multiplication 161

What Is Trust? • Further Secrets of Trust

CHAPTER 11 (Almost) Everything I Learned About Marketing,

I Learned in My Father’s Drugstore. Let Me Share It With You. 165

Key Secrets from My Father’s Example • More Secrets from My Father’s

Example

CHAPTER 12 Constructing the Ultimate Word-of-Mouth Campaign 173

Th e First Word-of-Mouth Programs • How I First Harnessed Word of

Mouth • Success Stories of Word-of-Mouth Sessions • Making Word

of Mouth More Valuable • Situations Th at Benefi t from Word-of-Mouth

Programs, Events, and Sites • Products With Which You Should Avoid

Word-of-Mouth Events

CHAPTER 13 Six Steps to Harnessing Word of Mouth 189

Constructing Your Word-of-Mouth Campaign • An Example of the

Six-Step Process • Th e Process in Detail • Product Seeding • Very

Expensive Products • Internal Word of Mouth • Word-of-Mouth

Campaigns With High-Ticket, Professional Products

CHAPTER 14 Which Methods Work Best for What?

A Word-of-Mouth Checklist 207

Sources and Delivery Mechanisms • Word-of-Mouth Checklist

viii Contents

CHAPTER 15 Word-of-Mouth Marketing for Specifi c Audiences

and Circumstances 213

How to Develop a WOMworthy Diff erentiation in a Practice or Profession

• Secrets of Word-of-Mouth Marketing for Specifi c, Special, or Narrower

Circumstances • Additional Tips, Techniques, and Suggestions

CHAPTER 16 Tips, Techniques, and Suggestions That Will Make

It Easier 231

Who Can Help You Construct Word-of-Mouth Campaigns? • Wordof-

Mouth Fraud and Other Shady Practices

Epilogue: Let’s Talk 235

Bibliography 237

Recommended Reading 239

Appendix 243

Index 251

Su questa edizione

• Editore: AMACOM
• Data di pubblicazione: 2011
• ISBN 10: 0814416683
• ISBN 13: 9780814416686
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 258