''Hispanics cultivate the most extensive personal and professional networks both online and offline among those studied, attesting to the potential effectiveness of grass-roots and viral campaigns,'' reported Theresa Rice, director, U.S. Hispanic for Burson-Marsteller, a global public relations and communications firm.
So I went to Burson-Marsteller's website (burson-marsteller.com) and clicked on its recent study of ''Hispanic-fluentials.'' Its ongoing research examines the habits of influential online consumers. This study focused upon U.S.-based Hispanic consumers.
This finding stood out: ``Hispanic-fluentials are extremely well-networked, as they communicate in person, on the phone or online with many more family members, friends and co-workers each day (58 individuals) than the general e-fluential population (45 individuals). Among female Hispanic-fluentials, this number jumps to 68 individuals.''
Sounds right for South Florida, where even our best-kept secrets travel at warp speed!
Last Thursday and Friday, the Word of Mouth Marketing Association held its two-day WOMM-U Conference at the downtown Inter-Continental Hotel. The agenda was comprehensive, providing real-world knowledge needed to develop and execute word-of-mouth marketing programs.
Can your business find marketing leverage with these new word-of-mouth marketing techniques? Are they affordable? The WOMMA website (womma.org) is a good place to start your search. Click on Library and scroll down to WOM 101 for an excellent overview.
Scroll back up to Research. Check out the latest research findings. Now click on Case Studies. You'll find an amazing variety of techniques that get people talking.
This case study captured my attention: Create Pass-Along Tools or Objects. That's where I found BzzAgent.com and ``Frogpond.''
Digging a little deeper, I discovered Dave Balter founded BzzAgent.com. It's now a successful word-of-mouth media provider. I talked with Joe Chernov, BzzAgent's VP-Communications in Boston.
Joe explained BzzAgent campaigns are based upon volunteer agents who agree to share their honest opinions about products or services. It's a four-step process: Agents receive, learn about and try the product or service, spread their buzz and then fill in a buzz report. Agents earn points and prizes.
Agents are asked to share their sincere opinions with people they know -- both the positive and negative. They identify themselves as a BzzAgent and explain they've been given the chance to experience the product. They're cautioned not to force, sell or hype anything.
Today BzzAgent is connected to some 50 million volunteers in the United States and United Kingdom, about 60 percent women. Its client list includes Fortune 500 companies as well as regional firms seeking growth.
''Is word-of-mouth marketing smart or sneaky?'' Bonnie Staring, writing for homemakers.com, answers her own question with an excellent four-part, real-life story. Go to homemakers.com, enter Bonnie's question in Search and judge for yourself.
There's an old saying in the advertising community: ``We know that 20 percent of our advertising is effective, but we don't know which 20 percent!''
I stopped when I saw this claim: ''AdSymetrix.com system makes it possible to identify what is working and what's not. Our tools track and monitor responses created by any advertisement placed anywhere.'' So I checked it out.
Simply put, communications are tagged with tracking tools. Tags are used to measure how many people respond to each type of communication. Reports show what worked and what didn't. With tracking reports for specific ads, adjustments can be made to maximize return.
That's a measurement small businesses have needed for years! Take a look.
To ask Jack Hardy a marketing question, go to www.miamiherald.com/small_business/
