Devoured a new book on an old-topic on my flight to Lansing last week (and thanks to Lee Hladki and his Board and Staff for their hospitality).
The book is "Word of Mouth Marketing" by Andy Sernovitz...and even Andy is somewhat self-depricating within the pages of the book regarding the fact that this isn't really new ground. But, it's incredibly important ground...as the traditional marketing systems disintegrate around us.
Obviously, if I could polish this book off in two hops to Lansing, it's a quick read. But, don't mistake that for "not worth the price." It is. As Andy promises, I can't imagine anyone not being able to utilize at least a few of the ideas tomorrow to increase their WOM.
And, here's the opportunity I gleaned for DMOs: We measure lots of stuff. Mostly the measures developed by DMAI. I'm on record as saying that these are fabulous...but that I think they need to go further.
Andy advocates a completely new way of analyzing ROI by taking all those soft word of mouth measures you probably didn't know what to do with and combine them into one WOM measure. Then, have somebody on staff begin to proactively work the web to see what people are saying about you (because they are). Thank those that talk you up...and interact with those that are trashing you.
Because, if you don't, your image (and that "brand" you're working so hard on) will begin to take on water.
Get the book...consider the opportunities.
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