Tuesday April 21, 2015
What is Word of Mouth Marketing (WOMM)?
"WOMM is about harnessing the power of people to build brand awareness. "
Earlier this week LinkedIn launched, Elevate, to a select number of companies. Elevate is a new tool for businesses aimed at making companies more social by getting greater engagement from their employees. The idea is simple, when employees engage on company content it amplifies the reach and potential impact it can have on the target market.
Many companies are plagued with low levels of social engagement from employees. Elevate enables employees to easily share company content across their personal LinkedIn and Twitter accounts.
As companies leverage content marketing to tell their brand story via blogs, white papers, videos, websites, and social media, distribution becomes a key function to the success of these campaigns. A company can have an impeccable brand story. Yet, if the distribution of the message falls short of reaching the right audience, the time, money, and effort put into creating the brand message is 100% squandered.
A recent study from the Word of Mouth Marketing Association revealed the following powerful statistics regarding how consumers are influenced by WOMM:
- 92% of consumers trust recommendations from friends and family over all other forms of marketing
- 81% of U.S. consumers are influenced by friend's social media posts.
- 78% consider buying based on positive recommendations from people within their social networks.
Research shows that consumers trust referrals from friends and family more than any other form of marketing. A company's biggest brand advocates are their employees. Every company should be using tools like Elevate so that their employees help deliver their brand message to highly relevant and receptive audiences, right?
Not everyone agrees. Some believe that apps like Elevate take it too far by violating an employee's right to privacy on their personal social media pages. They contend that their personal social media accounts are private and should not overlap with work.
LinkedIn is expected to begin rolling out Elevate to the public in July. For more information and to apply for early access click here.
What are your thoughts on the Elevate app, the effectiveness of WOMM, and the ethics behind companies encouraging employees to share company content on their personal social sites? Please do engage in discussion below.
About the Author: John White is a proud dad, the LinkedIn group owner of Publishers & Bloggers, Director of Marketing Content at Social Business Strategies and CareerToolboxUS