Amplifying Your Fans: A Five-Step Plan for Successful Word-Of-Mouth Marketing Using Social Technologies

By: Josh Bernoff and Ted Schadler

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Synopsis: Does your product or service have fans? Now that your customers are communicating with others-perhaps thousands of them at once-on their mobile devices, you need to find customers who love you, and then let them spread the word. In other words, you need to build your fan base and let it go to work for you. In this chapter, authors Josh Bernoff-coauthor of "Groundswell"-and Ted Schadler introduce a five-step method for amplifying positive word of mouth: 1) Gather and analyze customer perspectives; 2) Respond to your customers; 3) Enable your customers to talk about you; 4) Amplify your customers' voices; and 5) Make changes based on what you've learned. Through real-life examples from Microsoft, the NHL, and Genzyme, you'll understand why word of mouth is one of the hottest trends in marketing. This chapter was originally published as Chapter 6 of Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business