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SMB Seattle - Offline WOM by Saul Colt
The document is a presentation about creating offline word of mouth (WOM) to drive online chatter, with or without a budget. The presentation provides tips like looking for obvious connections, playing on emotions, forcing people to ask questions, adding conflict, making people feel special, being interesting yourself, including customers, keeping eyes open for opportunities, and executing extraordinary experiences everyday. The overall message is that interesting offline experiences and including customers can create positive conversations that become digital word of mouth for brands.
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SMB Seattle - Offline WOM by Saul Colt
- 1. Clever presentation title Creatingamazing Offline Word of Mouth to drive online chatter! Saul Colt – Head of Magic November 25th, 2011– Social Media Breakfast - Seattle, Wa
- 2. A fancy professionalspeaker once told me to remove the first two slides of all my presentations because they were usually unnecessary. 2
- 3. …but that isgoing to make the third slide harder to understand…but here goes. 3
- 4. ….and I LOVEwomen! 4 4
- 5.
- 6. So why amI here today? 6 6
- 7. To explain afew of the ways to create offline WOM with or without a budget…. 7 7
- 8. Lessons from DickShawn. 8 8
- 9. And that ishow you too can get on a Digital Board in Times Square! 9 9
- 10. A simple searchfor the definition of Word of Mouth in Wikipedia will tell you that…. 10 10
- 11. “Word of Mouth” was the second album by Jaco Pastorius, released in 1981 while the bassist was a member of of the band Weather Report 11 11
- 12. …and while thatis true I prefer to explain it as doing something so fascinatingly interesting that people have no other choice but to tell their friends about a cool experience they had. 12 12
- 13. [This is agood place for an apology] 13 13
- 14. If real worldWOM is about creating experiences. 14
- 15. …then those experiencesbetter be creative! Quick Points on Creativity: • Creativity does not come from a committee. • Creativity comes from thinking uniquely and being fearless. 15
- 16. Ways to createexperiences if you are not on antidepressants! • Look for obvious connections (Do research) • Play on Emotions. • Force people to ask questions. • Add Conflict. • Make people feel special. • Be Interesting Yourself. 16 16
- 17. Look for connections/Doresearch! • Wikipedia • The Googles • LinkedIn • Blogs • Twitter Search 17 17
- 18.
- 19. Play on Emotions! • Surprise and Delights! • Make it as personal as possible. 19 19
- 20. Force people toask Questions!?! • What are you up to? • Why are you doing this? • You aren’t trying to sell me water dispensers are you? 20 20
- 21. Add Conflict! • Kidnapping for fun and profit 21 21
- 22. Make People FeelSpecial! • Spend time with your community. Especially if they are female. • Go beyond expectations. • Make 22 Girlfriends! 22
- 23. Be Interesting Yourself! 23 23
- 24. Be Interesting Yourself! 24 24
- 25. Live the lifeof your customers. Fight for what they care about and be an advocate for their voice.. 25
- 26. …and if thatain’t your thing you could always just do interesting things. 26
- 27. Do interesting things. (With Barter) 27
- 28. Do interesting things. (With Dead Inventory) 28
- 29. Do interesting things. 29 (With Emotions)
- 30. Do interesting things. 30 (With Customers)
- 31. Everything you dowith or without a budget should be about, and include your customers. 31
- 32. Including your customersis the same as fighting for them. 32
- 33. By promoting yourcustomers you are forming a real connection and with that connection you will empower your customers to talk about your company and indirectly you have a highly passionate sales force! 33
- 34. The more connectedyou are with your customers the better you will know what they want, like… 34
- 35. …the more youwill try to not disappoint them. (with a WOM initiative that is a huge miss) 35
- 36. These types ofactivities will help build your brand and start lots of conversations, and when it is all said and done those are the only things a competitor can’t steal! 36
- 37. Do Interesting Things 37 (by keeping your eyes open)
- 38. Opportunities are literally everywhere! 38 38
- 39. ..so anyone remember that Times Square Slide? 39
- 40. And this ishow you too can get on a Digital Board in Times Square! 40 40
- 41. So…in closing. 41 41
- 42. 1- Take astand on something your customer base (and you) believe to create positive attention with a purpose. 42 42
- 43. 2- Barter (beg)like you are a virgin on prom night 43
- 44. 3- Dead Inventoryis called Dead for a reason. 44 44
- 45. 3-Everything you do should be about, and include your customers. 45
- 46. 4- Keep youreyes open for opportunities to use other people’s “stuff” to start conversations. 46 46
- 47. Lastly… (for real this time) maybe. 47 47
- 48. Three other thingsto remember… Live The 4 E’s • Execute • Extraordinary • Experiences • Everyday -Mike McDerment, CEO of FreshBooks 48 48
- 49. Three other thingsto remember… ”The absolute best things about WOM campaigns are that if they fail it usually means no one knows about them.” -Andy Sernovitz, CEO of Gaspedal 49 49
- 50. Three other thingsto remember… If you want to give something away for free…give something away for free. Never make your customers work because they aint gonna. -Bill Veeck, Baseball Hustler 50 50
- 51. …and what exactlyam I calling this new way to spread to messages to people with or without a budget? 51 51
- 52. The Aristocrats! 52 52
- 53. ….and now finally,if you remember nothing else from this talk I hope it is that…. 53 53
- 54. Girls find meirresistible! 54 54
- 55. Any Questions? Did any of this make sense?
- 56. Contact me! @saulcolt saulcolt saulcolt [email protected] Cell - 416-219-3259 56 56