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	May 5, 2009 Match Word-Of-Mouth Marketing To How European Consumers Share Opinions by Mary Beth Kemp with Christine Spivey Overby, Kim Le Quoc, Jean-Yves Lugo, Olesia Klevchuk	Average: 9  (1 rating)

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Executive Summary

Most European consumers discuss interests and brands with friends and family and in an offline context. Only then do they open the conversation to both a larger group of contacts and online channels. Thus, encouraging word of mouth among the first level of contact — with friends and family — must be at the core of European marketers' social marketing programs. Marketing leaders must coordinate online and offline word-of-mouth (WOM) marketing, with the mix adapted to one of the four sharing profiles: 1) Close-To-Homes; 2) Vocal Authorities; 3) Multichannel Sharers; and 4) Choosy Contributors.

TABLE OF CONTENTS

• What Are People Talking About Anyway?
• Use Sharing Profiles To Guide WOM Strategy

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• Supplemental Material
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