Lois Kelly has written a new book called Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. In her book she focus more on the fact that companies need to focus more on making meaning with their customers than in generating buzz.
Word of Mouth is an organic way of spreading and invite to conversation, done with no financial effort. Word of Mouth Markting is not anymore a free tool but rather a new aproach which usually involves a large quantity of funds. Lois Kelly is the founder of Foghound, a strategic communications consulting firm specializing in branding, whose clients have included Sun Microsystems, FedEx, and others. Based on her previous experience I found interesting to read some of the real world cases, for example IBM vs CA approach to Workd of Mouth Marketing.
All the the relations between you and your customer must be seen as a conversation, not only blasting a message at them. This is the best message you as a service provider should learn from this book. I proud myself to follow Lois advice regarding the development of our applications, we use the ideas expressed in forum posts and per email (we receive around 100 emails per day only with suggestions and new directories suggestions).
But there is always place for improvement and some of the techniques described will be used in our next campaignes. The book is to be found on Amazon and is a catch for cutting-edge marketing innovation readers.
Listen to the podcast: How is conversational marketing different – and better – than word-of-mouth marketing?