WHAT IS WOM?

As the head of the WOM (Word of Mouth) department I get this question a lot—from colleagues, clients and friends. What exactly do my team and I do all day online? 

Well, first of all everyday is different—it is hard to miss the fact that the internet continues to be the final frontier, the wild west and a black hole all at the same time. We have bought our tickets for the roller coaster ride and every day get ready to take the plunge.

Technology and such aside (that will get its own entry), one thing that doesn’t change is the fact that as communications marketers—despite the evolution of tools—it is always our job to create authentic messages about products and services that resonate and create “action” by our target audience.

How we do this at BBC (Brand Building Communications) is by spending time finding and listening to our audience in places where they are already having conversations—online. This is everything from Facebook and Twitter to message boards and forums.  We then introduce ourselves as brand ambassadors and join the conversation! Sounds simple, but we have really made it a science. It is a combination of marketing know-how, trend analysis and good ol’ people skills. We talk to people about our clients the way we would talk to our friends in the “real world.”

And how is it working for our clients? Really well thank you very much! The visitors that we are driving to our client web sites based on our outreach are spending double the time on the sites, clicking through farther and “bouncing” at a much lower rate. We address the old “quality versus quantity” issue in all of our reporting, but when it comes to building brand relationships online, we are going for quality!

Source: www.searchenginepeople.com