Here's a great roundtable on WOM. Listen to Steve Rubel, Rick Murray and Jack Trout on their views of Word-of-mouth marketing.
Here are some great quotes, I heard:
- " Marketing is about identifying people's dreams and helping them achieve it"
- " Coke has to reach out to the evangelists out there and engage with them"
- " Coke has 1227 groups in myspace.com and they have to find a way to connect with this social network"
- " One way marketing is dead"
- " Customers will build content themselves. Brands have to find a way to build relevance around it"
- " Hiring people to build positive WOM for a brand is a wrong"
Thanks Errol Smith( Of Nanocasting Alliance)