Five things you need to know about: Word of mouth planning

1. Having a talkable idea is just a starting point

Just seeding a topic that will travel on its own is not enough. The seeding must be done in the right affinity group. As the idea is shaped by people ‘catalysts’ should be applied to fuel the fire and mould the topic to stay close to the campaign motive. Further on ‘amplifiers’ must be applied to open new facets via new channels or formats to expand its catchment areas and drive it to the next level in line with the objectives.

2. Narrative is as important as ever

An intended story with an opening, build-up, climax and closure, depending upon the case, is important. This intended narrative should fit campaign objectives and corresond with target needs in order to help maximise your efforts. Of course once the campaign breaks, the story is for people to tell, however brands and its advocates can provide vital cues and influences to steer its course.

3. Choose from the full bouquet of content types

Depending on the objectives, choose what content formats are best suited at various stages of the campaign, whether it be peer-to-peer, expert-to-consumers or influencer-to-consumer. Where a viral video is best suited to do the job, having a radio testimonial or a facebook app won’t do and vice-versa. Also resist the temptation to simply adapt your TVC to a viral video or referral pitch. That’s lazy and it doesn’t work.

4. Stay open architecture

Minimise barriers to engagement. Video participation may be relatively difficult to achieve as opposed to photos and chat. Try not to restrict the flow and try to stay screen and language neutral. There is a lot of free energy and creativity among people and they will surprise you with the twists they provide.

Wherever relevant and useful, there is no harm co-opting other partners to help provide more body to the campaign.

5. Yes, measuring is possible and important

If real brand or business numbers are expected as an outcome, measurement will be crucial. Actual campaign effectiveness in terms of the quality and quantity of the online conversations along with a post-analysis of what worked and what didn’t work in terms of the campaign flow can be very useful.