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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

Instagram makes IGTV videos more accessible with automatic closed captions

(SOCIAL MEDIA) This new feature for Instagram opens avenues for viewers who don’t or can’t use audio on IGTV videos, creating more accessibility for all.

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Instagram live being recorded will now feature auto captions.

In an effort to expand accessibility efforts, IGTV videos on Instagram will now include an auto captions option. While its parent company, Facebook, has included auto captions on uploaded videos since 2017, this new-for-Instagram feature is expected to widen audience viewership and increase potential viewing by those who prefer watching sans-audio.

In a statement by Facebook, the company states: “While there is no shortage of information, not everyone can access it. It needs to be available to the hundreds of millions of people in the world who are deaf or hard of hearing. According to the World Health Organization, over 5% of the world’s population – or 466 million people – have disabling hearing loss, and that is projected to increase to over 900 million by 2050.”

Current events have made the need for auto captions even more critical for inclusion. “The rapid spread of the COVID-19 pandemic caused a spike in both the supply and demand of public health information. Several local and state governments, that were accustomed to holding live press conferences but didn’t have the resources, staff or technology to record, stream, and caption their live events, turned to Facebook Live. Several governments also discovered that video captioning was not just a nice-to-have, but imperative, especially in the absence of available sign language interpreters,” states the company.

Currently, Facebook provides auto captions for videos in 16 languages and has announced that Instagram’s IGTV will have access to the same features. The caption accuracy is determined by the video’s audio quality, although AI technology is constantly improving in both precision and speed.

Additionally, branded content ads are likely to see an increase in consumer interaction. Recently published data by Facebook shows ads visually designed for watching with the sound off have 48% more relevance to viewers and a 42% higher purchase intent. As auto captions normalize across social media, users can expect ad content to utilize this feature to the fullest.

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New tool organizes your Reddit feed (and makes it actually usable)

(Social Media) Reddit’s UI hasn’t always been super intuitive. ‘Deck for Reddit’ organizes your feed into themed columns, making it way more user-friendly.

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Deck for Reddit on display on laptop on desk.

Love it or hate it, the mass collection of forums on Reddit have some form of content for everyone. The simple UX design places content straight down the middle of the screen and the infinite scrolling feature allows you to view a limitless amount of content from cute puppy images to cringe-worthy videos. However, its simplicity isn’t very practical, and is something that I think should be voted down.

Yes, Reddit has come a long way from its previous text-heavy form, but there is still a lot to improve on. Charles Yang, a frustrated Reddit user, has created a web app that could change all that: Deck for Reddit, a desktop optimized, alternative way to browse your favorite forums.

“I built it to show as much content as possible at a glance, while respecting your screen real-estate,” writes Yang.

Currently, the web app is in open beta. With a very similar experience to Tweetdeck, this Reddit tool seems to hold some promise.

On the far left side of the website, there is a list of icons with all the subreddits you’ve subscribed to. Clicking on an icon will take you directly to that subreddit column. This is very convenient for users with a bunch of subscriptions. Additionally, by making several subreddits visible on the screen all at once, Yang succeeds in his goal of taking advantage of the vast empty white space that Reddit failed to use.

From this display, you can click on a post, and it instantly expands to show all the comments. Hit the back button, and the post collapses. Now, you are back to seeing all the posts related to that subreddit. And at the top of each subreddit, you can easily sort the content by what’s new, popular, and trendy. Engagement has never felt easier.

Along with everything else, this extension also adds another great feature in setting customizations. The theme can be switched from light to dark mode. Fonts, text size, and even the shape of the subreddit icons can all be adjusted. Preferences can be changed to hide viewed submissions and reduce animation motion. And if you’re slacking off at work or want to chill, you can set it to hide NSFW content.

Overall, Deck for Reddit makes the user experience smooth sailing, and it truly makes Reddit the “front page of the internet.”

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Instagram now lets you create and share fundraisers

(SOCIAL MEDIA) If you’ve been wanting to start a fundraiser for something you care about, Instagram’s new feature lets you do just that. Go check it out!

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Instagram Fundraiser

Instagram announced last week that it has launched a test for a Personal Fundraiser tool on its platform. The feature will allow users to start their own fundraiser if it complies with guidelines or choose an existing cause to support. The launch began in some US, UK, and Ireland markets and is available on Android and iOS.

In its announcement, the company confirmed that since January, more than $100 million has been raised for COVID-19 across Facebook and Instagram (also owned by Facebook), citing that donations on Instagram have doubled in the US in the past 30 days. The announcement said, “from people raising money to buy medical equipment for Black Lives Matter protesters, rebuilding Black-owned small businesses affected by COVID-19 and funding educational resources related to racial justice, people are eager to mobilize around causes they care about.”

Personal Fundraisers are short-term and meant to serve time-sensitive causes, with the initial duration lasting 30 days with the option to extend for an additional 30 days. Users must be 18 to create a fundraiser and have a designated bank account in which funds can be deposited. Donations will be processed through Facebook Pay, which also powers Instagram’s new shopping features. The platform covers fees for non-profits, but not for Personal Fundraisers. Donors can choose to keep their information hidden from the public, but organizers will be able to see user names and donation amounts.

To start a Personal Fundraiser, users with access to the feature can tap “Edit Profile”, “Add Fundraiser”, followed by “Raise Money”. They can then choose a photo, select the fundraiser category, and write out a story to encourage donations. When approved, users will be able to raise funds.

Instagram says it will expand the number of users who have access to this feature in the months ahead, as well as give users access to share fundraisers both in their Feed and within Stories. Fundraising features already offered by the company include Donation Stickers for Stories and a Live Donations feature for live streams.

This feature is similar to the fundraising feature already available on Facebook, Instagram’s parent company.

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