Word of Mouth Marketing : How Smart Companies Get People Talking

by Andy Sernovitz; Guy Kawasaki

• ISBN13: 9781419593338
• ISBN10: 1419593331
• Format: Hardcover
• Copyright: 2006-11-01
• Publisher: Kaplan Publishing

Summary

With straightforward advice and humour, marketing expert Andy Sernovitz will show you how the world's most respected and profitable companies get their best customers for free through the power of word of mouth. Learn the five essential steps that make word of mouth work and everything you need to get started using them. Understand the real purpose of blogs, communities, viral email, evangelists, and buzz-when to use them and how simple it is to make them work. Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner-and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion-and why some multi-million-dollar advertising campaigns fail to get noticed. Open your eyes to a new way of doing business-that honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.

Author Biography

Andy Sernovitz is the founder and CEO of Word of Mouth Marketing Association, the official trade association for the word of mouth marketing industry.  Prior to WOMMA, Andy was the Founder and President of the Association for Interactive Marketing, which became the largest organization of Internet companies.  As the de facto Washington representative for the Internet industry, Andy was involved in the formative policy debates surrounding privacy, spam, and other key Internet issues.  In 1999 he sold AIM to the Direct Marketing Association, where he led efforts to help traditional marketers effectively use new technologies.  Andy is also CEO of GasPedal, a strategy consulting firm that helps brands make their Internet marketing more effective and helps CEOs improve the impact of ecommerce in their companies.  Clients include TiVo, Sprint, AIG, Polo, Lands’ End, ClearChannel, and Kimberly-Clark. 
 
Andy holds degrees in Marketing from the Wharton School of Business and in Political Science from the University of Pennsylvania.  Andy has taught Internet Entrepreneurship at the Wharton School of Business.  He lives in Chicago with his wife and son.

Table of Contents

A Note to the Reader	xi
Thank You	xv
Foreword	xvii
Seth Godin
Preface	xix
Introduction	xxiii
Part 1 The Essential Concepts
What Is Word of Mouth Marketing?	3	(36)
Deep Stuff: Six Big Ideas	39	(20)
The Word of Mouth Marketing Manifesto	59	(6)
Part 2 How to Do It---The Five Ts in Action
Talkers: Who Will Tell Their Friends About You?	65	(30)
Topics: What Will They Talk About?	95	(22)
Tools: How Can You Help the Message Travel?	117	(34)
Taking Part: How Can You Join the Conversation?	151	(16)
Tracking: What Are People Saying About You?	167	(16)
And in the End . . .
Sixteen Sure-Thing, Must-Do, Awfully Easy Word of Mouth Marketing Techniques	181	(1)
Choose to Be Good	182	(1)
Afterword: Yet Another Top 10 by Guy Kawasaki	183