word of mouth marketing | Resonate Solutions

Are some products too boring for buzz?

by Tim Tyler

8th July 2010

We initially got involved in conversational marketing through our work with an Australian Rules Football team. No lack of passion and emotional involvement with the product there! Customers almost pushed us out of the way to participate and contribute to the buzz of the online community.

Our next conversational customer gave us pause however. Groceries. Who would want to discuss grocery shopping in an online community of interest? We were concerned that the category itself lacked the interest levels required to build and sustain a community.

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tags: Buzz, viral, WOM, word of mouth marketing,

'I follow 20,000 people on twitter. Could 20,000 people be wrong?'*

by Tim Tyler

19th June 2010

A popular way of constructing social media / Word of Mouth marketing campaigns is to first seek out and recruit consumers with large social networks. The implicit assumption seems to be that someone with 500 Facebook friends will spread your marketing message more effectively than someone with 100.

This has always caused me a smidgen of discomfort because it is so easy to create links in online social networks like Facebook. But having a link does not mean it commands mutual attention or that it will assist in the contagion of your marketing messages.

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tags: influentials, Online Communities, Social Media, word of mouth marketing,

In a connected world marketers need ... nectar

by Tim Tyler

7th September 2009

We occasionally (and happily) hear exponents of social media remind us that marketing cannot actually make up for poor products and services - (for any length of time of course), customers eventually and inevitably wake up to shonkey products. In the past, the lag between marketing claim and customers voting in mass with their wallet was often long enough for snake oil salesmen to make a good living - as long as they kept moving, negative communication was inefficient and they kept finding new customers.

They don't make markets like that anymore.

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tags: advocacy, Customer Engagement, Social Media, Social Media, WOM, word of mouth marketing,

Want viral? You need susceptible customers first. Then influentials.

by Tim Tyler

4th August 2009

I sometimes wonder why you would want to work anywhere else in marketing other than social media. It's new, it's exciting, it is online so you have lots of quick data and it's growing in rigour. And as the effectiveness of other channels declines, social media is attracting the attention of sharp research brains. Good stuff!

Some people collect blanks...

by Tim Tyler

19th July 2009

When we first started managing online communities for our clients we were often confronted with the question; "But how many customers will want to come online and have a conversation about _____ (insert your category here)?" mmmmm.... 'There must be some, you have customers right?"

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tags: advocacy, Brand Communities, Customer Engagement, influentials, Online Communities, Online Communities, Social Media, Social Media, WOM, word of mouth marketing,

Tremor, cognitive science and word-of-mouth

by Tim Tyler

22nd June 2009

NOT the P&G Tremor

You have to take your hat off to the marketers at P&G - I have just finished looking over a presentation by their Janelle Zurek called "Leveraging Cognitive Science to Create Word-of-Mouth (2009) published by MSI in a conference summary.

Influencing the Influentials

by Tim Tyler

11th April 2009

Mr Natural: the original Key Opinion Leader (KOL)

The debate about the effectiveness of marketing through opinion leaders is an important one for us.

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tags: influentials, mavens, Online Communities, opinion leaders, Social Media, WOM, word of mouth marketing,

Online Customer Communities...Be Careful What You Wish For

by Jeff Carruthers

19th March 2008

Setting Objectives for Customer Communities

Embarking on customer engagement online seems overwhelming at first – there are just so many possible ways of proceeding.

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tags: Customer Engagement, Customer Engagement, Customer Experience Management, customer insight, Customer Segmentation, Online Communities, Social Media, WOM, word of mouth marketing,

The Fifth "P": People

by Tim Tyler

11th February 2008

The addition of new places to market online - blogs, forums, social networking sites - has re-focused us on the fact that people talk to each other about the products/services we are marketing.

These conversations are not just another communication channel, the interaction shapes the message and you are not in control. This qualifies as the 5th "P" in our mash-up of Kotler's Marketing Mix.

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