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The Building Blocks for Word of Mouth

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Real estate agents are big believers in the power of referral business. Last week, I was in Austin for SWOMfest, a conference for the Society for Word of Mouth, created by Ben McConnell and Jackie Huba of the Church of the Customer blog. I left SWOMfest with a new perspective on what it takes to ignite word of mouth for my clients.

The Core of WOM

Defining your purpose is at the core of breeding word of mouth:

  • People vote for candidates that share the same values, they want to buy from companies that do as well.
  • Companies who establish a purpose outperform other companies by 5 to 1.
  • A purpose is not a cliche, empty “mission statement”.  It is a defined reason for a business to exist other than profits.
  • A purpose can also be defined as a definitive statement of the difference you want to make in the world.
  • But… your purpose must be relevant to your audience.
  • Advertising is not a differentiator.  A purpose is.
  • Purpose fosters meaningful innovation… Do not innovate just for the sake of innovation.
  • Look at every opportunity and ask: “Does it help fulfill the purpose?”

Essential to WOM

A story is essential in delivering your message through word of mouth.

  • Stories are packets that you give to customers that help word of mouth spread.
  • You must provide your customers with a story and make it easy to tell yours to others.
  • The story must interest, amuse, instruct, and inspire.
  • A story is an account of events…with vivid, specific details.
  • A story must have a “neat” element that makes it worth telling.
  • 4 Elements of a story: Character, Setting, Problem, Resolution.
  • The “theme” of your story aligns with the defined “purpose” of your business.

Using Social Media

Using social media to spur word of mouth is more about process than technology.

  • Select customers to become “customer evangelists”
  • Make them the face of your business, reward them, champion them.
  • Listen to the online conversation.
  • Join the online conversation and tell your story.
  • Start small, don’t wait, fly under the radar if you must.
  • Effective marketing through social media and WOM is 10% technology and 90% process and execution.

I was fortunate enough to meet Jay Ehret of The Marketing Spot, and he was interviewing at the conference during the breaks.  He came out with this great video featuring some of my favorite marketing thinkers:

John Moore of Brand Autopsy suggests you ask yourself: Does this tactic earn an opinion?

Connie Reece of Every Dot Connects advises that you plan for follow through.

Spike Jones of Brains on Fire illustrates how you should re-frame the conversation.

Bryan Person of Live World says you should find and nurture evangelists.

Writer for national real estate opinion column AgentGenius.com, focusing on the improvement of the real estate industry by educating peers about technology, real estate legislation, ethics, practices and brokerage with the end result being that consumers have a better experience.

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5 Comments

5 Comments

  1. Connie Reece

    November 3, 2008 at 9:55 pm

    Hey, Carson. It was great meeting you at SWOMfest. Nice to see the real estate industry getting involved in social media.

  2. Jay Ehret

    November 3, 2008 at 11:01 pm

    Carson,
    Thanks for passing along the video. Had a great time in Austin. You have some great insights and I enjoyed our conversation.

  3. Carson Coots

    November 3, 2008 at 11:48 pm

    Connie and Jay – Thanks it was great meeting you both as well. Hope to see y’all again around Austin (or Waco, Jay)

  4. Arra Yerganian

    November 4, 2008 at 2:37 pm

    Wow, I just found out about this conference from a friend….I wish I had known earlier. Nonetheless, I’ve enjoyed reading the comments and blogs.

    Need some guidance. Can anyone assist me in better defining a distribution strategy to reach tween kids? Want to engage them in a new, engaging, age appropriate on-line virtual world my company’s creating? Need ‘out of the box’ suggestions. Thanks.

  5. Paula Henry

    November 5, 2008 at 8:36 am

    Carson – some good take aways here – especially the business card idea. I have always tried to make my business card worth keeping, but never thought about whether it earned an opinion.

    A thought provoking question to answer – How do we make peoples lives better?

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Social Media

Facebook’s Hobbi app was a complete flop

(SOCIAL MEDIA) Facebook seemingly has enough money to throw away projects and apps they know will fail. Hobbi is their most recent flop.

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Facebook failed Hobbi

Due to its abysmal underperformance on the App Store, Facebook is killing their new app, Hobbi, just months after its rollout in February.

Hobbi was the brainchild of Facebook’s New Product Experimentation Team, whose stated purpose is to rapidly ideate, build, and launch experimental new apps – then pull them if they aren’t successful.

Hobbi was designed to help users document their progress on their various personal projects and, well, hobbies. Complaints centered primarily on its threadbare feature offerings. Notably, Hobbi does not allow its users to browse the works of other creators through the app- it only packages media like photos and videos for sharing elsewhere.

A post on the Tech@Facebook blog states that they “expect many failures” from the NPE Team, suggesting that Hobbi was not necessarily intended to last. But you have to wonder… what is supposed to be the point of a tool like this?

Stories are a popular feature on most major social media websites, including Facebook itself. And Instagram (which is owned by Facebook) already allows its users to curate and group posts about whatever they want, including personal projects, hobbies and interests, through their story highlights.

So Facebook created a product that was already made redundant by their existing properties. What is experimental about that, exactly?

Hobbi originally drew comparisons to Pinterest. Both are like digital scrapbooks; Pinterest is a platform for content that inspires creativity, and Hobbi creates progress reports for creative undertakings.

One could also compare Hobbi to the underperforming video streaming platform, Quibi, which recently became infamous for its ostentatious ad campaign, aggressively flaunted celebrity cameos, and ultimately, its overwhelming failure.

Jeffery Katzenberg, Quibi cofounder of Disney and Dreamworks fame, blamed the coronavirus pandemic for Quibi’s flop – a questionable claim, considering just how much free time many have had to binge Netflix’s Tiger King during the lockdown.

The same could be said about Hobbi. People have been taking on projects like crazy in the time that has Hobbi been on the market. Quarantine cabin fever has us baking, crafting, painting, cleaning, and redecorating like never before. Yet Hobbi went nearly untouched.

Nobody used it because nobody needed it. Surely some cursory research would have demonstrated this?

One conclusion is that the app itself was the research – that Facebook’s NPE team isn’t really creating finished products, but rather testing the waters for potential new ones. (Could this framing be an elegant form of damage control, though? It’s easier to say “I meant to do that!” than it is to admit failure, especially in business.)

Still, creating throwaway apps in a bloated industry feels like cheating, whether it was meant for research purposes or not. There are plenty of indie app developers who create great tools with way less funding. Filling app marketplaces with lemons makes it harder for folks to find those gems.

Either way, hopefully we will see some original ideas coming from Facebook’s NPE Team moving forward, because this was clearly a disappointment.

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Social Media

Can Twitter ever secure data privacy, like even once?

(SOCIAL MEDIA) Twitter releases private information affecting already hurting businesses, should this even be a surprise anymore? They have a history of privacy breaches.

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twitter privacy

Dear Twitter,

I don’t know if you’ve seen the news within the past two years, but Facebook’s been under continuous scrutiny for privacy malpractices that affected millions of its users, so unless your goal is to be the next social network to infringe upon our first amendment right to privacy, I suggest you GET IT TOGETHER!

Over the weekend, users, specifically businesses, realized their billing information was being stored in their browsers cache. This is devastating news for business owners who rely on Twitter to promote their product, or stay in touch with their customers, who over the recent months have already faced monumental challenges. It is hard as a business owner to not feel this is an intentional overreach of privacy.

In an age where we have actual robots to vacuum our floors, and 3D printing, I speak for the people when I say this is unacceptable.

This isn’t the first time Twitter has been caught privacy breaching. A little over a year ago, Twitter announced that they were fixing a bug, many weren’t even aware of, that released phone numbers, location, and other personal data. AND GET THIS, even those who selected the option to keep their information private were affected, so what the hell is the point of asking us our preference in the first place?!!!

What about the time that Twitter accounts could be highjacked by ISIS and used to spread propaganda? All because Twitter didn’t require an email confirmation for account access. Or what about when Twitter stored your passwords in plaintext instead of something easily more secure. Flaws like these show a distinct ability of Twitter to just half ass things; to make it work, but not think about how to keep the users safe.

Like I said in the beginning, get it together Twitter.

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Social Media

Facebook’s Forecast wants ‘qualified’ predictions, but no one’s asking why

(SOCIAL MEDIA) Facebook is asking a bunch of so-called experts to chime in on what the future holds, but can we trust them with the information we’re giving them?

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Forecast app

These days, trolls don’t necessarily lurk beneath bridges in order to ensnare unsuspecting travelers. Instead, they hide out in the comment sections on social media posts, ready to incite wrath and stir up controversy with their incendiary remarks. Because Facebook knows how quickly reasonable discourse can quickly devolve thanks in part to these online trolls, they’ve made a move to establish intelligent discussions through their new “Forecast” app.

The premise of Forecast is fairly straightforward. Facebook has invited an assortment of so-called experts (whether they work in the medical field or academia, or some other field) to cast their vote on predictions about the future. Not only will they share their vote, though, they’ll also pitch in their own two cents about these predictions, sparking what is expected to be insightful and reasonable conversation about the topics.

However, while the premise is exciting (smart people! not basement dwellers! talking about serious stuff!), there’s more than a small amount of risk associated with Forecast. For starters, what exactly is Facebook planning on doing with all of this information that is being volunteered on their app? And secondly, are they going to take precautions to help prevent the spread of misinformation when these results are eventually published?

The fact is, Facebook is notorious for propagating and spreading misinformation. Now, I’m not blaming Facebook itself for this issue. Rather, the sheer volume of its user base inevitably leads to flame wars and dishonesty. You can’t spell “Fake News” with at least a couple of the same letters used in Facebook. Or something like that. The problem arises when people see the results of these polls, recognize that the information is being presented by these hand-picked experts, and then immediately takes them at face value.

It’s not so much that most people are simple minded or unable to think for themselves; rather, they’re primed to believe that the admittedly educated guesses from these experts are somehow better, smarter, than what would be presented to them by the average layperson. The bias is inherent in the selection process of who is and isn’t allowed to vote. By excluding everyday folks like you and me (I certainly wasn’t given an invite!), undue prestige may be attributed to these projections.

At the moment, many of these projections are silly bits of fluff. One question asks, “Will Tiger King on Netflix get a spinoff season?” Another one wonders, “Will Mulan debut on Disney+ at the same time as or instead of a theatrical release?” But other questions? Well, they’re a little more serious than that. And speculating on serious issues (such as COVID-19, or the presidential election) can lead to the spread of serious — and potentially dangerous — misinformation.

Facebook has implemented very strict guidelines about what types of questions are allowed and which ones are forbidden. That, at least, is a step in the right direction. It’s no secret that expectation can actually lead to the predicted outcomes, directly influencing actions and behaviors. While it’s too early to tell if Forecast will ever gain that much power, it undoubtedly puts us in a position of wondering if and when intervention may be necessary.

But I’ll be honest with you: I don’t exactly trust Facebook’s ability to put this cultivated information to good use. Sometimes a troll doesn’t have to be overtly provocative in order to be effective, and it wouldn’t be too much of a stretch to see someone in a position of power exploit the results of these polls to influence the public. It’ll be interesting to see if Forecast is still around in the next few years, but alas, there’s no option for me to submit my vote on that to find out.

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