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MicrosoftJuly 13, 2007

Andy Sernovitzandy@sernovitz.comwww.wordofmouthbook.comBlog: www.damniwish.com

Word of Mouth Marketing for Blogs and Bloggers

So .... you want to be a world-famous blogger

It’s not about the chicken

It’s about love, fun, and generosity

And ....getting the basics right

Giving people a reason to talk about YOUR stuff

Making it easier for that conversation to take place

Word of Mouth Marketing is

People linking to youPeople forwarding (fast)

People re-posting (long-term)

What really matters?

Fantastic content worth talking about

This is what matters most!

Great writing!!!!!!

• Your momma taught you: Don’t write about yourself

• Focused on a topic/audience

• Consistent• Something they can’t get

anywhere else – so they link to you

What’s the reason to talk about this blog?

Sharables

• Reportable images & data• Hugh MacLeod • eMarketer

Cut-and-paste content that makes other blogs look good

Sure-thing must-forward posts

• Complaints• Scoops• Stats & Research• Lists• Funny/unusual• Useful how-to• Whatever is already popular

on bigger blogs

Not all content is created equal

Easy To Share

Tools and techniques to accelerate word of mouth

Get the basic tools right

• Trackbacks, comment, & permalink

• Email-a-friend form• Instant WOM links • Paste-ready

How easy is it to share your stuff?

Start the conversation

• Bookmark Sites• Digg, Delicious, etc.• StumbleUpon• Wikipedia

• Non-blog forums & communities

• Email friends• Email newsletter

Post and submit everywhere

Leverage your reach

• Pump your feed into widgets• Re-post to social networks• Squidoo

• Blog syndication networks• Directories (auto-ping)• Guest columns=longevity• Press releases=tons of links

Tap into existing distribution channels

Magnifiers: Tools + Audience

• YouTube, SlideShare, etc.• Viral Tools• YouTube: 15 ways to share

• Huge communities• Join groups

• Tricks: • Tag & title well• Profile/ Username drive people

back to your blog

WOM tools, viral speed, and built-in audience

Emotion & Ego

Make people feel great for sharing

Make bloggers feel important

• Interviews• Cover their coverage• Invite them to be a guest• TONS of “Thank You”• Advance email of a post• Share scoops• Not just the A-list• Technorati doesn’t care• Small blogs are more responsive

Every blogger has a Google alertGenerous attention gets returned

Link-a-liciousness

• In text• Credit for tips• Link posts• Blogrolls• Just for the hell of it

Generous linking earns links in return

Community: Be Part of the Group

Join a group or create one

Power of Participation

• Contribute: Add value and you’ll be remembered

• Read & comment regularly• Cheers vs. Drive-By: Be a

regular and everyone knows your name

• Lots of trackbacks• Famous bloggers • Don’t be a pest• Prove your value

If they read about you, they write about you

People Networks

• Tricks• Great profiles• Join groups inside networks• RSS onto page

• Focus: • Get big in a few networks• Target fresh nodes

• Don’t be a jerk• Learn the local rules• Stay on topic• Post your best stuff – rarely

Leverage pre-existing social communitiesSocial sites, Message boards, and wherever the people are

Partner With Bloggers

• Get (famous) guests to write for you• Happiness, Respect & WOM• 30 posts in 30 days

• Chain letter• 5 Things You Didn't Know About

Me

• Link clouds• SOB Con

Make them feel part of a special groupTrade content to reach complementary audiences

#1 Best Way to Get a Word of Mouth

Recommendation

IdeavirusShare the Love

Just ask nicely

1. Blog this: http://www.damniwish.com/2007/07/how-to-promote-.html

2. Link to each other 3. Mention everyone by name4. Trackback

Homework: Let's get some word of mouth

Be consistent, persistent, and patient

Get the basics rightGet lucky

And in the end

Thank You!

Contact me any time:Andy Sernovitz

andy@sernovitz.comwww.wordofmouthbook.comBlog: www.damniwish.com