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Word of Mouth Marketing

in Hospital

Dr Dini Handayani, MARS


Kompartemen Humas & Marketing PERSI
Seminar Nasional XIV ( Lokakarya Humas )
Jakarta Convention Center
Jumat, 21 Oktober 2016
What is Word of Mouth
Marketing?
Word of Mouth

The act of consumers providing information to


other consumers.

Word of Mouth Marketing

Giving people a reason to talk about your products


and services, and making it easier for that
conversation to take place.

It is the art and science of building active, mutually


beneficial consumer-to-consumer and consumer-
to-marketer communications.

http://womma.org/wom101/

http://www.slideshare.net/1000heads/whatis
-wom
What Is Word Of Mouth?
Positive or negative communication of products, services and
ideas via personal communication of people who have no
commercial vested interest in making that recommendation
- Silverman
In Simpler terms:
Word of mouth is what everybody is taking about.
Word of Mouth is the act of consumers providing honest
information to other consumers
What Is Word Of Mouth Marketing?
Giving people a reason to talk about your stuff, and making it
easier for that conversation to take place.
-Andy Sernovitz

Art and science of building active, mutually beneficial


customer-to-customer and
customer-to-marketer communication.

The trick of getting your customers to talk about


you. One of the most inexpensive and effective

ways of marketing.

C2C communication happening online/offline by


phone conversations, gossips, blogs, social media
tools, emails, etc.

But where are these conversations taking place?

9% Online

Online
Offline

91% Offline

Source: Keller Fay Group 2011 TalkTrack Britain study


A few things we seem to have forgotten
A great customer experience will go the furthest

Your brand is how your customer experiences it

A happy customer is your greatest advocate

Recommendations are the most powerful form of marketing


The WOMM Umbrella Term
8 Main Types of
WOMM:
Buzz marketing
Cause Marketing
Conversation
Marketing
Community
Marketing
Evangelist Marketing
Grassroot Marketing
Influencer Marketing
Viral Marketing
Facts About Word of
Mouth Marketing
Facts about WOM and
Customer ..
Recommendations
matter!

How are you most likely to


share your opinions to your
friends and acquaintances?

Its time for brands to join


the conversation!

2010 Alterian Study

www.alterian.com/brands-at-risk
The Peer Influence Pyramid

http://blogs.forrester.com/interactive_marketing/2010/02/my-first-forrester-report-tapping-the-entire-
online-peer-influence-pyramid.html
Mass Connectors and Mass Mavens
Mass Influencers come in two flavours:

Mass Connectors, who create a great number of impressions about brands and
services in social networks, like Twitter and Facebook, and

Mass Mavens, who create and share content about products and services in other
social channels such as YouTube, blogs, forums, or ratings and review sites.

http://blogs.forrester.com/augie_ray/10-04-20-peer_influence_analysis_what_it_how_marketers_use_it
But what makes people
talk?
Why do people talk?
YOU

Experienced great products, experiences and service

Consumer experiences are the starting point of many brand conversations

THEM

Sharing knowledge and expertise empowers people

The feeling of having insider information is a great catalyst to conversation

US

Being part of a collective or group

Driven by passion for a company, product or activity


The four rules of word
of mouth marketing
From Word of Mouth Marketing: How Smart Companies Get People Talking by Andy
Sernovitz | www.wordofmouthbook.com | www.wordofmouth.org

Rule #1: Be Interesting


Rule #2: Make It Easy
Rule #3: Make People Happy
Rule #4: Earn Trust and Respect
How Does WOMM
Work?
How Does WOMM Work?
WOMM is based on the principle that uses influencers to spread a
message online and offline. Activating online word-of-mouth is not
free any more than activating word-of-mouth in the offline media. Key
to WOMM is how many important influencers the company reaches
not how many people/customers.
Developing a WOM marketing plan
Focus on the 5 Ts says Andy Sernovitz (http://wordofmouthbook.com)

Talkers

Topics

Tools

Taking Part

Tracking
1. Talkers

Find people who will talk about you

2. Topics

Give people a reason to talk

3. Tools

Help the message spread faster and farther

4. Taking Part

Join the conversation

5. Tracking

Measure and understand what people are saying


How does social media
fit in with WOMM?
WOM - VIRAL MARKETING
Courtesy of youtube https://youtu.be/Vk37U5d46Ww
WOM MARKETING 2.0
Courtesy of Mayo Clinic
WOM Social Media
Marketing
Courtesy of Mayo Clinic & Hughes Center for
Aesthetic Surgery
WOM Testimonial &
Influencer Marketing
Courtesy of Mayo Clinic, PM Design & MedStar St Marys Hospital
WOM - COMMUNITY MARKETING
Courtesy of C101 & Mayo Clinic
It all comes down to trust
and creating trust .......