WOM Tools:Ten Tools to Spread the Word

Geno Church, Word of Mouth Inspiration Officer, Brains on FireAdi Sideman, President & CEO, Oddcast

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Think beyond tactics and think more holistic.

What do you want your WOM tools to do?

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Where do they fall in the cycle that takesyour customer from participatingwith your brand to evangelism.

And let’s think about the term customer, lets call them potential advocates or fans.

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ParticipationWhether in person or on the web–

is about the experience.Once they’ve made the decision to interact,

is that interaction remarkable?Is it engaging enough to turn a

casual user into a fan?

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Question?What do you do that is engaging or remarkable?

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Tool #1Customize conversation tools where youradvocates have natural conversations —

at a store, in a chatroom, at church,or a Friday night football game.

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Rage Against the HazeSouth Carolina’s teen anti-tobacco use movement.

Friday Night Rage EventLocal high school football gamesevery friday night across the state.

Rage teens have conversations withother state teens about smoking.

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Traditional no smoking symbol

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This is a youth created conversation tool

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Adoption to EvangelistAdoption is personal but passive.

Turning adoptive passive behavior into fan evangelismrequires understanding the fans’ needs.

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This transition is far from guaranteed.It’s the di!erence between a contented relationship

and shouting “I love you!” from the rooftops.

Nurture and reinforce their involvement,and work with them to provide tools that

they use to amplify their adoption.

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Tool #2O"ine and Online open source tools.

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Fiskars BrandsMakes tools for crafters.

Fiskateers Crafting AmbassadorsOnline and o"ine community of crafters

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Fiskateer Welcome Kit

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Online Community Tools17

O"ine Community Tools

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Community Ownership To continue to feed the evangelist #ames,they need to know that they are not alone,

so providing opportunities for evangelists to gatherand interact is an important catalyst.

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Great brand communities are co-owned by the fans. The key here is allow your fans the ability to

participate in the message. The more they are encouraged to lead and to develop

their own messages, the more they will believe that thecommunity and the experience belongs to them.

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Tool #3Bring your advocates together in person.

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Bring 52 Fiskateers together

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Training and Fun

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Random Acts of Crafting

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True Ownership requires sacri$ce.

Loyalty, the willingness of someone– a customer, an employee, a friend

– to make an investment or personal sacri$ce.

Taking shared responsibility forcontinued success of the organization.

Whether it’s taking the time to put up #iersor write a letter, spending the money to create their own swag,

or any number of activities, it’s the real investmentof something they believe in.

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Geno Churchgenoc@brainsonfire.com

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