Chapter 6 – Non-media Connectors & Word-of-Mouth April Kemp Southeastern Louisiana University

Non-media Connectors Non-media connector=person who monitors, analyzes and shares information about a product or industry. An NMC may be paid for his/her efforts, but he/she is not employed by a media organization. Buzz/Grassroots/Community/Cause Marketing Used to facilitate word-of-mouth through live and electronic means. Marketers use the connectors because of the devotion these people have to a product and the size of their social circles. These NMCs influence others through conversations, blogs, live events and social media. Sphere of Influence=a term typically applied to nations, marketers use this term to refer to the audience that a connector reaches.

Word-of-Mouth as a Marketing Tool The People who act as Intermediaries (NMCs) appear not to have a stake in the success or failure of the products they promote. As a result, their message evokes the highest measure of credibility with consumers. Nielsen Study-78% of consumers rely on the opinion of others to help them make buying decisions

Creating & Sustaining Viral Word-of-Mouth Viral Marketing=a marketing phenomenon that facilitates and encourages people to pass along a marketing message https://www.youtube.com/watch?v=DWai4qCxr9s Capture the imagination by being fun or intriguing The message must be based on an easy-to-use or highly visible product Target well Associate with credible sources Combine delivery technologies

The Right Connectors in Place Reference groups: formal organizations such as professional associations, labor unions, and civic groups, or informal social or professional groups that individuals use as the anchor point for evaluating their own beliefs and attitudes. Experts and opinion leaders: industry professionals, self-proclaimed authorities, and others whose position and notoriety make their views valuable to consumers. Citizen Marketers: hyperengaged consumers classifiable as Filters, Fanatics, Facilitators or Firecrackers

Citizen Marketers Filter=a consumer who collects and shares traditional media stories, blogger’s rants & raves, podcasts, or fan creations about a specific company or brand and then packages this information into a constant stream of links, story summaries, and observations Fanatic=a consumer who acts like a product evangelist by continuously monitoring and analyzing a brand, product, organization or person and prescribing subsequent courses of action Facilitator=a creator or facilitator of a community (usually online) designed either to be a de facto support group for customers of certain products or simply to bring fans of a given product together Firecracker=a consumer who creates a song, animation, video or novelty that generates a lot of short-term interest in a product. This interest dies out quickly as the consumer goes on with her other work.

Blogs They can be non-media connectors if they are independent of any news medium, or they can be an extension of the media itself. Journalists vs. Bloggers=journalists are usually trained in the craft and have work experience in either print or broadcast media, whereas bloggers are more likely to be subject specialists with any training in journalism Blogs offer a vehicle for a two-way conversation with stakeholders in maintaining a level of corporate transparency and may assist in humanizing the company. “Companies don’t blog, people do.”-Jeannette Gibson, Cisco

Online vs. Offline Offline word-of-mouth=information about products spread from consumer to consumer via face-to-face telephone or other non-electronic methods “In addition to online WOM efforts, marketers need to engage in product trials, in-store events, and provide opportunities for customers to congregate and share their impressions.”-Ed Keller and Jon Berry

The Fun Theory Using Buzz Marketing for your Project. Think outside of the box to get people interested in Sustainability and green initiatives. Watch these finalist videos on the Fun Theory to motivate you: www.thefuntheory.com

Governor John Bel Edwards and TOPS http://gov.louisiana.gov/news/higher-education-faqs