At Post Advertising, we talk a lot about creating engaging content that audiences not only seek out but also share with their friends. This type of “talkable marketing” is often referred to as Word of Mouth Marketing (WOM). I recently had the opportunity to speak at the School of WOM to give a behind-the-scenes look at the methods we use to unearth brand stories — the most shareable form of marketing.
When we feel like we are the target of marketing, our arms fold and we close ourselves off to the message. But when we listen to a story, we open up, lean forward, and listen. No one has 30 seconds to be marketed to, but everyone has 30 minutes to hear a great story.
The power of brand storytelling doesn’t end with acceptance of the message or even the seeking out of specific branded content. The power resides in how far a message can spread, for free, via fans. When audiences find content entertaining, useful, or both, they’ll add, syndicate, and share their own content (comments, links, ratings, and new versions). This is the power of WOM — it creates a talkable brand.
Aside from my presentation at the School of WOM, I was able to sit in on a few other sessions and learn a little more about what makes WOM truly effective. Here are a few tips I picked up along the #WOMMA way.
1. Create messaging that will foster user-generated content
While it can be useful in its own right, it’s not enough to give your audience content that’s purely for consumption. Talkable marketing movements have the added element of motivating fans to create their own content. Of course, UGC offers some risk, particularly if it’s done in parody, but you must risk to reap rewards. Warby Parker Eyewear has received well over 1,000 pictures of their fans wearing a pair of their glasses and posted them on their Facebook Page. The walls of sandwich maker Which Wich are adorned by art drawn on their sandwich bags. Often this UGC can have greater impact and reach than any content coming directly from the brand.
2. Give them an opportunity to participate in something big
Audiences love to be a part of the production. Encouraging them to to answer a question on your Facebook wall is one thing. Encouraging them to like your post to be part of the Guiness Book of World Records? That’s another, and that’s exactly what Oreo set out to do. Even though they held the record for only a short time before being upstaged by Lil’ Wayne, they still made a mark and got their fans to engage and spread the word. For good measure, the Oreo team sent a few packages of Oreos to Lil’ Wayne to celebrate.
3. Embrace your superfans
It’s easy to call oneself a fan. I’m a Red Sox fan. I even have the Boston “B” tattooed on my upper back. However, I’m not a superfan. Not if I’m up against this guy. Or this guy. Superfans are the evangelists, spreading the word about their favorite brand, creating endless amounts of free marketing. It may sound controversial, but they shouldn’t be treated like everyone else, simply because they’re not like everyone else. WGN America (client) is rewarding the superfans of How I Met Your Mother with their “Summer of the SuperFan” campaign. They brought four chosen superfans to New York for a roundtable discussion and promo shoot at McGee’s pub (the inspiration for the show’s fictional McLaren’s Pub), and will feature the videos on their Facebook and YouTube pages.
What are some great marketing campaigns you’ve seen that have created talkability? Have you ever participated, contributed content, or been embraced as a superfan? The comments are yours…