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On Word of mouth
- versus advertising
- it is more persuasive since the messenger has no monetary incentive and is a trusted person.
- It is directed at the immediate context of the recipient
- Only 7% of word of mouth happens online. Most still happens offline
- Types of word of mouth
- immediate word of mouth
- ongoing word of mouth
- Big forest fires aren’t caused by big sparks. Lots of individual trees have to catch fire and carry the flame
Word of mouth principles
- Social currency
- people want to feel special about themselves. When they get to share something extraordinary, they get the chance to Wow others.
- Categories of currency
- Ideas strongly associated with items frequently found the environment gets triggered more often. Pick common objects in a user’s environment that is not already laced with other meanings.
- The more specific a trigger the higher the likelihood of triggered action.
- Choose trigger right close to the proximity of the intended action
- Emotions that excites will be more likely to drive the recipient towards an action than those that.
- Useful emotions: Awe, excitement, anger, fear
- Not useful emotions: sadness, hopelessness
- Associate the idea with emotions
- Monkey see, monkey do. Figure out how to make users activities more visible to those around them so that they could copy his action. A private action is unlikely to get copied
- Choose stimulus that others can’t help but notice.
- Practical Value
- Useful things tends to get shared more frequently. While there might be less initial word of mouth, there will always be on going word of mouth.
- help transfer huge amounts of contextual information to recipient
- helps suspending judgement – using proof by analogy
- story must be designed such that storyline falls apart when intended idea is removed from it
- For dramatic purposes, interesting and novel points often get exaggerated as story pasts from one person. As such the story gets more and more remarkable as it is past along.
- Prospect theory: the WoW factor of an idea is often taken in association with the denominator its associated with
- Rule of 100
- for items below $100 present discount in percentage
- for items above $100 present discount in absolute dollar figures