Guerilla Marketing
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was the fact that 50% of the respondents cited Word of Mouth Marketing as the one channel they couldn’t do without compared to the 12% vote social media received. Of the three articles I referenced earlier, only one, the MediaPost.com piece even made a reference to the connection between Social Media Marketing and Word of Mouth Marketing: “... Notwithstanding the obvious potential for overlap between social media and WOM...”
POTENTIAL OVERLAP? No, there is no potential overlap—there is a very real and distinct overlap! I’m reading these articles and wondering aloud: “Doesn’t anyone get this?” There was one commenter on the WSJ piece who got it for sure: “...What these business owners... are missing is the fact that Social Media is set to become going back into their homes and going on THE way to spread word of mouth. Facebook is their computers or back into their garages and becoming the sewing circle of the future, and if whipping out their smartphones and telling all you can get a group of people buzzing to each their friends-their ONLINE friends-all about the other online about your business, you can bring new laundry detergent and great restaurant. in more customers.” Their PCs, smartphones and tablets are now I will disagree with this POV only in the fact extensions of their mouths, in a matter that Social Media is not set to become the way to of speaking. spread word of mouth ... it already is! They are now using their keyboards in addition C’mon people, business owners, marketers, to their mouths to spread the word. advertisers, etc... where do you think people are Why does that seem so obvious to me yet “talking” these days? seems lost on so many others? I will surely not trot out the latest Facebook, Twitter, Linkedin stats nor remind you of the accelerated growth of Google Plus. By now, you About the Author know and have seen all the statistics. Steve Olenski is Creative Director of Digital Services for The Star Sure, are neighbors talking to neighbors as Group. He describes himself as they mow their lawns about the new laundry “just a guy who likes to write, create, conceptualize, generate detergent one just used or the great restaurant ideas, use social media and drink way too much coffee.” This column the other one went to the night before? Of was republished with permission course, that part will never change. from the Star Group and originally appeared on the Star Group blog, But what HAS changed is now those same stargroup1.com/blog. Follow Me on neighbors, after mowing their lawns, are 32
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