Word of Mouth

Transcript

1. Mouth Word of

2. HEY GUESS WHAT?

3. is not WORD OF MOUTH this crap:

4. adding buttons and junk won’t suddenly make you buzzworthy

5. Word of Mouth is content thoughtfulness solved problems ease of

   use your entire app

6. Word of Mouth means people genuinely excited to share your

   product with their friends

7. Word of Mouth means less work for you, with more

   impact

8. This kind of buzz is contagious. It’ll take off without

   much intervention.

9. “Word of Mouth” kind of a silly phrase

10. Word of Finger internets for (since we type)

11. Word of Mouf Ludacris by

12. Let’s just stick with WORD OF MOUTH

13. @holman

14. None

15. Marketing IS NOT A DIRTY WORD

16. Fine, I’ll say it... It’s good to promote your stuff.

17. There’s some modest people in our industry.

18. Don’t be nervous about sharing something you’re excited about

19. REMEMBER ONE THING JUST

20. Be genuine

21. You can be WRONG MISGUIDED INACCURATE

22. You may catch flak, but most people will still respect

    genuine excitement

23. Be genuine

24. Genuine marketing is the foundation of good marketing

25. Humans don’t hate ads ...they hate most ads

26. Everyone loves to discover things that make their lives easier

    cheaper lazier

27. I see projects and products every day that I’ll never

    use, but I still love hearing about them. We love fresh creativity. We’ll love hearing about yours. Our industry loves a good story.

28. Don’t be afraid to put yourself out there

29. Surprise! AND DELIGHT

30. SURPRISE AND DELIGHT is the best way to get people

    talking

31. This is one of the most fundamental things in all

    theatrical movie composition yet magicians know nothing of it. Ready? “ - Teller of Penn & Teller Surprise me. That's it.

32. This works in technology, too.

33. the extra mile go

34. The Extra Mile is the entire reason why these guys

    are so good. You

35. Get them talking by going way, way beyond on customer

    service putting something novel in your app sweating the details

36. Identify the mundane, then un-mundane-ify it

37. Speak softly AND CARRY A BIG SHIP

38. SPEAK SOFTLY don’t pre-announce features CARRY A BIG SHIP ship

    it. launch some great features.

39. Surprise is almost always the safest bet.

40. Shut up, and then ship something great.

41. surprise & delight keep expectations in check

42. Surprise! It’s just a regular Tuesday morning. Oh, and here’s

    something new that fixes and improves your life. nothing better than saying:

43. This is mostly how GitHub works.

44. It’s a safe, easy way of generating a lot of

    buzz.

45. Speak loudly AND CARRY A BIG SHIP

46. SPEAK LOUDLY pre-announce features CARRY A BIG SHIP ship it.

    launch some great features.

47. 37signals & Basecamp Next

48. B

49. B

50. Anticipation is a powerful thing.

51. Consider 2007. Teaser launches let you build irrational, fervent anticipation

    (this is a good thing)

52. KEYNOTE Jan 9, 2007 LAUNCH June 29 June 26 Reviews

    AT&T Plans June 22 Guided Tour June 21 TV Ad June 20 YouTube June 18 Better Battery Announced Glass Screen Announced June 6 TV Ad June 3 TV Ads Feb 26 First Ad June 11 WWDC: iPhone SDK

53. If you’re going to do this, knock it out of

    the park (otherwise you’re fucked)

54. ARE REAL NICE Superfans

55. Okay, some people like your product. Now focus on turning

    your fans into Superfans.

56. are your most vocal supporters Superfans are your most vocal

    detractors help you out publicly and privately

57. B

58. Superfans They’ve bought in to your vision. listen to your

    If they’re confused or frustrated about something, that’s a big, big problem.

59. Conferences & Drinkups & Hackfests MEATSPACE

60. Everyone kfree stuff

61. If you screw up, fix it. x You might lose

    the initial customer, but others may notice. Remember Airbnb?

62. Superfans aren’t just for companies. You are your own brand.

63. be novel be surprising delightful be word of mouth

64. Thanks.

65. Zach Holman zachholman.com/talks @holman