Provide content and topics that people are happy to share

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1. Talkers: Find people with hot discussions and high influence to talk about

In the case of the Ice Bucket Challenge, having many celebrities participate is a great success for Talkers. Different marketing content will have corresponding KOLs that are most suitable for promotion. For example, for word-of-mouth marketing of beauty brands, it is best to find Youtubers who run beauty channels and small influencers who share the unboxing of beauty products to endorse and recommend the brand.

In the case of the Ice Bucket Challenge, the Ice Bucket Challenge itself is a special experience that can bring sensory stimulation. It makes the event interesting while also arousing the same feelings as those switzerland whatsapp phone number suffering from ALS, so it can become a classic case of viral marketing. Brands can use data insights, social media popularity monitoring, etc. to understand which topics their targeted audiences like to discuss. In addition, many brands will also provide incentives for consumers to share, such as launching activities such as "share with friends and receive coupons" to attract consumers to voluntarily become brand spokespersons.

3. Tools: Use tools to spread good word of mouth

In the case of the Ice Bucket Challenge, Facebook is a very good marketing platform. At that time, the number of Facebook users increased rapidly, and the number of active users was also very large. Moreover, Facebook made it easy to tag friends and expose news on friends’ dynamic walls, so it was a very conducive channel for word-of-mouth marketing.

Some marketing channels are relatively private. For example, LINE is a more closed platform than Facebook, which is not conducive to the rapid dissemination and sharing of information. An analysis by Martech company Crescendo Labs mentioned that LINE’s privacy feature is a double-edged sword. Although brands using LINE for word-of-mouth marketing will be limited by its inconvenient sharing features, however, the private channel will also allow friends to Sharing and recommendations feel more trustworthy, are more conducive to breaking through the wariness of new customers, and reduce the chance of being blocked or ignored by the audience.