1. Hello Oklahoma City! 10/2/14@equintanillaWord-Of-Mouth, a Must-HaveMarketing Strategy: Connecting theCool Kids, Millennials, and More!

2. @equintanillaWhy am I here? 3. @equintanillaWhy am I here? 4. @equintanillaWhy are you here? 5. ..if the circus is coming to town and you paint a signsaying Circus Coming to the Fairground Saturday, thatsadvertising. If you put the sign on the back of anelephant and walk it into town, thats promotion. If theelephant walks through the mayors flower bed, thatspublicity. And if you get the mayor to laugh about it,thats public relations. If the towns citizens go to thecircus, and buy tickets, thats sales.@equintanillaIf you actually intended for all this to happen ..thats marketing! 6. Common Marketing Goals1. Implement foundational marketing improvements, includingbranding, messaging, website, content, and search to increaseawareness and support future growth.2. Build AWARENESS of ACME Products and Professional Services,@equintanillaand EDUCATE our Customers and Stakeholders.3. Strengthen relationship with select partners to improve credibility,expand ACME sales force, and increase leads.4. Present ACME as an industry thought leader - a proven, credibleprovider of TNT Products and Professional Services. 7. Fundamental Marketing Activities@equintanillaWeb Site & SearchContent/Core MaterialsPRSocial MediaEmail MarketingEventsAdvertisingAwarenessLead GenerationSales FunnelLeadNurturing: MoreEmail MarketingMarketingAutomationSales 8. To compete for consumers time and divided attention, brandsmust also find ways to better resonate with their audiences.Building a successful multichannel marketing campaign requiresthe right mix of channels that offer brands the ability to reach and@equintanillaengage consumers! 9. Marketing problems are People ProblemsSluggish Sales not enough people buyingLow retention not enough repeat customersPoor Products not enough interested peoplePoor customer service too many unhappy@equintanillapeopleAs Identified By: John Moore 10. Definition of Word of Mouth Marketing:Give people a reason to talk about your stuff - Makeit easier for that conversation to take place4 Rules:@equintanillaBe interestingMake it easyMake people happyEarn Trust and Respect 11. @equintanilla 12. @equintanillaWOM FAQs The typical American will mentionapproximately 80 brands in a week 71 percent of people that a conversationwill have more influence than advertisingin purchasing decisionsEvery customer matters and every personis talking!! 13. @equintanilla 14. Funnel Social Word of Mouth@equintanilla Dave Evans 15. We are working to own our customers brain!!!@equintanilla 16. @equintanillaWhen we hear a good story, our minds oftenvisualize the setting, sounds, smells, perhapseven taste when relating to a story.My secret sauce to marketing is taking a bit of heart,remembering all of my mothers bits of wisdom whilestirring, a sprinkle of sass, definitely some carefulmeasurements, and keep your fingers crossed to see howthe final paella (not cake) came out for . Christmas dinner. 17. A carefully crafted message is all in your point of view andperspective of your audience on what is compelling to them@equintanillaand then to persuade them to take an action.Here is the definition of persuasion:Process aimed at changing a person's (or a group's)attitude or behavior toward some event, idea,object, or other person(s), by using written orspoken words to convey information, feelings, orreasoning, or a combination of them.Read more: http://www.businessdictionary.com/definition/persuasion.html#ixzz3EfgohP5u 18. QUICK TIP 1: When marketing, be sure tobe persuasive in your messaging and inspireyour audience to take an action.@equintanilla 19. Most consumers wants: why or what does it do for me.@equintanillaFor example, an engineer will market a drill bit as:Masonry Multi Construction multi-purpose drill bit, 50 x 85mm, d 5 mmA marketer would describe the same drill bit as follows:Bosch Dare Devil Long Life Bit Set Replacement Drill Bit,50x85 mm, d 5mm 20. @equintanillaHere is an example of persuasive writing from a Bosch Drill Bitfeatured on Amazon:This Bosch 1-inch by 16-inch flute by 21-inch SDS-Max rotary hammer drill bit offersimproved performance with its carbide-tipped head with 4 cutting edges. The bit is designedto help reduce vibration when drilling. The bit shaft wears at a slower rate and betterwithstands repeated use.QUICK TIP 2: When creating content, be sure tobe writing in terms of your customers why orwhats in it for them in your messaging andsubtlety include benefits that influence yourcustomer on why your product/program/serviceis more valuable than other similar options. 21. Your company is the stories people tell@equintanillaabout it ~Brains On Fire 22. How do you keep your customers attention in anoisy world? The quote: Make em laugh is justas true today as it was over 50 years ago when@equintanillaGene Kelly wore his dancing shoes. 23. Leverage influential relationships because it may be a bettermarketing strategy to equip your biggest fans with the tools andscripts to share your story. Are you making it easy for your ravingcustomers to talk about you?QUICK TIP 3: Branding is not just something your create inisolation.. It is the impression that others have about youbased on your messaging as well as what others say aboutyou. Your brand is the sum of many conversations andinteractions and leverage your influential relationships to@equintanillabring out the best.As marketers we are the brand keepers, we have to think like a chessmaster and be thinking 2 -5 steps ahead to keep putting our best footforward and empower our fans to have the right message to share yourbest brand stories in a relatable way. 24. 5 Ts of Word of Mouth MarketingType The Questions Action Steps@equintanillaTalkers Who will tell their friendsabout you?Find the people who will talkabout youTopics What will they talk about? Give people a reason to talkTools How can you help themessage travel?Help the message spreadfaster and fartherTaking Part How should you join theconversation Join the conversationTracking What are people sayingabout you?Measure and understand whatpeople are sayingSource: Andy Serenovitz 25. Top 10 Tips to Improve Word of Mouth10) Happy Customers are your best advertising ..@equintanillaMake people Happy9) Marketing is easy .. Earn the respect andrecommendation of your customers .. they will doyour marketing for you for free.8) The customer experience is your brand .. that iswhat is talked about. Join the conversationSource: Andy Serenovitz 26. Top 10 Tips to Improve Word of Mouth7) Listen to Negative Word of Mouth and learn ..@equintanillaimprove and be authenticDealing with Negativity:Build credibility before you need itBring replies to your own websiteLet your fans answer the problemsNever get caught by surpriseSource: Andy Serenovitz 27. Top 10 Tips to Improve Word of Mouth@equintanilla6) Be Interesting or Invisible5) If it is not worth talking about, it is not worth doing..4) Honest marketing makes more moneySource: Andy Serenovitz 28. Top 10 Tips to Improve Word of Mouth3) Use the power of Word of Mouth to make business@equintanillatreat people better2) More fun to work at a company that people wantto talk about1) Make the story of your company a good one!Source: Andy Serenovitz 29. Top 10 Tips to Improve Word of Mouth@equintanillaDoes your brand deliver a memorable experience?Before buying?During the transactions?After the transaction?Does your organization breathe the brand through all pointsof the buyers journey and channels? 30. @equintanillaTip: Connect with Objectives E - ENTERTAINING I - INFORMATIONAL E - EDUCATIONAL I - INSPIRATIONAL O OBJECTIVE: Whatwas the point of doingall the work?Source: https://nutlug.wordpress.com/2010/09/24/old-macdonalds-method-for-creating-engaging-content/ 31. @equintanillaInfographic 32. @equintanillaDURING PRESENTATION: WEHIGHLIGHTED THE FOLLOWING FANPAGES FROM THE ATTENDEES 33. American Airlines Credit Union@equintanilla 34. American Airlines Credit Union@equintanilla 35. American Airlines Credit Union@equintanilla 36. American Airlines Credit Union@equintanilla 37. American Airlines Credit Union@equintanilla 38. Kelly Community Federal Credit Union@equintanilla 39. Kelly Community Federal Credit Union@equintanilla 40. Kelly Community Federal Credit Union@equintanilla 41. Kelly Community Federal Credit Union@equintanilla 42. Kelly Community Federal Credit UnionLeverage YourThought Leaders@equintanilla 43. @equintanillaNeches Federal Credit Union 44. @equintanillaNeches Federal Credit UnionBe Relevantto YourCommunity! 45. @equintanillaNeches Federal Credit UnionPartner WithYourCommunity! 46. @equintanillaAllegiance Credit Union 47. @equintanillaAllegiance Credit Union 48. @equintanillaAllegiance Credit Union 49. @equintanillaAllegiance Credit Union 50. @equintanillaDURING PRESENTATION:DUE TO THE TIME ALLOTTED FOR THEWORKSHOP THE FOLLOWING SLIDESWHERE NOT INCLUDED IN THEDISCUSSION WITH THE ATTENDEES 51. @equintanillaRelevant (Timelyand interesting)The audience caresabout and enjoys thiscontentMessages are onbrand and reflect thecore benefits of theorganization in audienceperspective51EngagementCommitmentTime and resources aredevoted to building afoundation content,community, feedbackThe internal team isinvested in the effort, helpsgenerate conversation andfeels the benefits of agrowing communityTalkable: Have aconversationPeople are interactingmore frequently, or moredeeplyConnection: Buildyour communityBuilds connections:People are sharing andmake recommendationsdailyPeople try things frompeer recommendationsSource: Cultural Strategies - www.cultural-strategies.comArmando Rayo, VP, Engagement - arayo@cultural-strategies.com 52. @equintanillaCreating AdvocatesINSPIREInspire people to take actionthat changes the worldEngagePassionStoryCreate PossibilitiesConnectOpen DoorsBe RelevantDiverse & InclusiveInnovateCreate RelationshipsEQUIPEquip people with skills,knowledge & abilitiesEducateSkillsAbilitiesknowledgeInformationHow tosLeadershipTalking PointsMOBILIZEMobilize people & networksto take action.Call to ActionResourcesStep by stepOnline/offline Transition IncentivesCreate AdvocatesSource: Cultural Strategies - www.cultural-strategies.comArmando Rayo, VP, Engagement - arayo@cultural-strategies.com 53. @equintanillaEarned, Owned, & Paid.Social works best when you use theclassic definition of marketing: that itsabout relationships with customersand the actual conversations.Tip: Dont be aNASTYNETWORKER!! 54. @equintanilla 55. @equintanillaTip: What to post ..Add SocialMedia Icons toyour emailcampaigns andall landingpages. 56. Content Tip: Bring Offline to Online@equintanillaDont overlook theobvious!Touch Point:interface of a product,a service or a brandwith customers, non-customers,employees and otherstakeholders before, during andafter a transactionrespectively apurchase. 57. @equintanillaEntertain! 58. @equintanillaSchedule Updates 59. @equintanillaSales and CRM Marketing Automation supports Social Integration Social CRM is supported in Salesforce & Nimble 60. @equintanillaMarket Execution Pyramidhttp://crowds2crowds.com/market-segmentation.html#sthash.0yGhsjWQ.dpbs 61. Future Plans for Integrated Marketing@equintanilla 62. @equintanillaMarketing Takeaways Exposure is critical Control the news Make consumers wantmore Be creative in yourmarketing Find your niche Promote yourself in theright venues Contribute to thediscourse 63. ClosingTips!@equintanillaBe Yourself as a consistent, unique, anddelivering valuable experiences to those whocare the most about you!Be sure to evaluate:1. Visual Identity2. Advertising and Media3. Community and Partnerships4. Sales and Customer Service5. Online Presence 64. @equintanilla 65. @equintanillaThank You!Elizabeth QuintanillaElizabeth@marketinggunslingers.com@equintanilla@mktggunslingers