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Word of Mouth Marketing

How Smart Companies Get People Talking

By Andy Sernovitz

(11)

| Hardcover | 9781427798619

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Book Description

Make People TalkWith straightforward advice and humor, marketing expert Andy
Sernovitz will show you how the world’s most respected and profitable companies
...

5 Reviews

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  • 1 person finds this helpful

    An Easy Read with Some Useful Tips

    This is an extremely easy read written in conversational style. The tone of the author reminds me of Seth Godin. If you love Seth's books, you will definitely love this book too.

    The gist of this book centres around 5Ts - Talker, Topic, Tools, Ta ...(continue)

    This is an extremely easy read written in conversational style. The tone of the author reminds me of Seth Godin. If you love Seth's books, you will definitely love this book too.

    The gist of this book centres around 5Ts - Talker, Topic, Tools, Taking Part, Tracking:

    Talker - Find out who is talking about you and who you want talking about you.

    Topic - Create something worth talking about - it could be product feature, sales promotion, connection with a charity cause or an exceptional shopping experience.

    Tool - Make it VERY EASY for talker to talk about you and help spread the word. You can do this by reminding people to share to friends, including "Share to a friend" buttons in website, using email signature, giving out samples etc.

    Taking Part - You have to take part in the conversation. If the word of mouth put you in a negative light - reverse it by listening, improving and telling people about the effort you put into that.

    Tracking - Monitor word of mouth online and offline so that you know who is talking and what they are talking about you.

    I think this is a good book - it has good examples and some useful tips (e.g. incorporating network effect to your product promotion so that people benefit from sharing). At the same time, I took 2 stars off because:

    (1) One of pillars of the book is that you need to be a company worth talking about, which essentially means creating remarkable products and services (Purple Cow). This is always easier said than done and the book does not provide much guidance as to how this can be done.

    (2) The book gets quite repetitive along the way. The author just uses different words to express the same ideas over and over again.

    All in all, still a must-read for people interested in WOM marketing!

    Is this helpful?

    kerinlo.blogspot.com said on Sep 26, 2010 | Add your feedback

  • 1 person finds this helpful

    Section 1[return]Branding, Communications and Marketing

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    Jonaschau said on Jul 18, 2009 | Add your feedback

  • 1 person finds this helpful

    簡單的 Concept、不錯的整理。

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    Simon said on Jul 7, 2009 | Add your feedback

  • 1 person finds this helpful

    全書圍繞如何為公司製造「口碑」。
    「讓顧客幫你賣」的理念是正確方向(透過所謂的5T:即談論者、話題、工具、參與、追蹤),但書中的建議未見新意,只像把一些行銷觀念套入理論中。
    「重要觀念:成功不是來自你宣傳什麼,而是來自你提供什麼。」
    「口碑行銷根本上是要好好待人。」

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    木白臣 said on Jul 1, 2009 | Add your feedback

  • 1 person finds this helpful

    讓顧客幫你賣!

    這本書比起另一本講口碑行銷的書,三張嘴傳遍全世界,而言,多了更多實踐的步驟以及可即刻利用的創意點子。而且也針對如何在網路上經營口碑的注意事項與心態有較多的著墨,相當不錯的一本書。

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    D.Chiu said on Jun 14, 2009 | Add your feedback

Book Details

  • Rating:
    (11)
    • 4 stars
    • 3 stars
  • English Books
  • Hardcover 224 Pages
  • ISBN-10: 1427798613
  • ISBN-13: 9781427798619
  • Publisher: Kaplan
  • Publish date: 2009-02-03
  • Dimensions: 123 mm x 980 mm x 1,476 mm
  • In other languages: other languages 繁體書
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