THAT’S RIGHT, THE WORD OF MOUTH
So what exactly is word of mouth?
Word of Mouth (WOM) is defined as the key characteristic that between digital marketing and social media marketing. It is sharing or introducing something of interest to an targeted person. This action of sharing or introducing of a product or services are more persuasive than advertising as it is heard or seen from a trusted source that has no selling intention.
According to Buffer, in 2018, the number organic reach is very likely to be smaller than six percent. That means for every 100 fans of a page, an organic post will reach, on average, only five or fewer people (Alfred Lua, 2018)
So how can brands save money on social media marketing and still advertise their products and services effectively ?
The pareto (80/20) principle states that 80% of the outcome effect come from 20% of the causes. With the right people such as connectors, market mavens, salesperson and bloggers sharing your brand product and services, company can save a substantial marketing funds.
The STEPPS Framework
Social Currency
Many people share things to make others envy of their lifestyle or purchasing power in search of social approval. This product or service gives the audience an association with the person that shared and gives them ‘bragging rights’ and ‘social currency’.
Before you share a post, do you go through thoroughly if this reflects a positive or negative side of you ?
Triggers
triggers are occasion stimuli that remind the consumers about the brand product or services. The creates a top of mind awareness to the consumers and are able to connects the situation to the brand.
What is one brand that triggers you when you are in a certain situation ?
Emotions
Using physiological arousal such as excitement, amusement, anger or anxiety can also motivate sharing of content. Potential consumers exposed to this content can feel the emotional connection and encourage them to act on stimulus.
Are you a emotional animal or a content researcher ?
Public
Human beings tend to be in search for conformity. Without proper knowledge and information, many people tend to follow others in avoidance of mistake. It is a form of reassurance when you see others consuming the products.
Practical Value
According to PsychologyToday, gossip is natural, human, and indispensable (Mark Matousek 2011). Human beings enjoy sharing useful information to strengthen their relationship and social bonds. The content that are targeted to a specific group of people are more likely to be shared in comparison to the broad interest.
Stories
Stories are effective as it is an personal experience of the product and had legitimate contact with it directly. People tend to create emotional bonds or attachment to a product before purchasing the it.
Conclusion
In conclusion, organisations can fully utilize the STEPPS framework elements in their digital marketing strategies and leveraging max brand exposure using the right channels and techniques. Which elements do you think is the most effective and easiest to apply to a brand ?
Andrew's Digital Marketing Blog 
Hi Andrew, this is a great post and very insightful. Which of the STEPPS framework do you think is the most effective to start a viral campaign?
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Hi Lucas,
Thank you for your time in reading my post and hope you enjoy it! In my opinion, i felt that Practical Value is the most important step in STEPPS Framework. I believe that Word of Mouth is really powerful and information shared within a group usually spreads rather quickly and can greatly influence people’s point of view. As such, many tends to follow then information shared through trusted people around them. Hope to hear from you soon, thank you!
Best Regards,
Andrew T.
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Yeah totally agree! Younger generation tends to use what products influencers or celebs are using when they promotes it on platforms like social media. Monkey see monkey do！
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Hi Deon,
Thank you so much for your time to read my post and hope you enjoy it!
Best Regards,
Andrew T.
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Hi Andrew,
Great explanation on the word of mouth and STEPPS Framework! I really enjoying reading your post and are very informative. I felt that Emotions of the STEPPS framework is the most important steps in pushing the digital marketing, what are you views? Do share more with me!
Best Regards,
Jessica W.
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Hi Jessica,
Thank you for your time in reading my post and hope you enjoy it! In my opinion, i felt that Practical Value is the most important step in STEPPS Framework. I believe that Word of Mouth is really powerful and information shared within a group usually spreads rather quickly and can greatly influence people’s point of view. As such, many tends to follow then information shared through trusted people around them. Hope to hear from you soon, thank you!
Best Regards,
Andrew T.
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HI Andrew,
Great post! Do you think the entire STEPPS framework need to be implemented systematically in order to achieve word of mouth?
Please share your thoughts with us
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Hi Melvin,
Thank you for reading my post and hope you enjoy it! In my opinion, it will be best to achieved every aspects of the STEPPS framework to gain the positive word of mouth effect. However, it is not necessary to implemented every steps systematically to gain word of mouth as it is hard to control what to be shared amount the consumers. Hope this helps you, thank you!
Kind Regards,
Andrew T.
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Hi Andrew,
Comprehensive blog post regarding the STEPPS framework! Can you provide any examples of a brand or company that benefitted from the STEPPS framework?
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Hi Guan,
A great example of organisation influencing consumers would be myself! I’m a big Android product fans and I’ve been supporting them for a long time. I realized i usually bought their products due to two factors; Influences by friends and family, and brand loyalty. Although I do enjoy their products, sometimes i still have technical issues with them and I would turn to my close ones for solution.
Kind Regards,
Andrew T.
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