playbook-word-of-mouth-strategy

What problem does it solve?

Builds a structured Word-of-Mouth (WOM) marketing programme for a client — covering advocate identification, Gladwell influencer taxonomy, superfan cultivation, referral loop design, cause-related WOM campaigns, and tracking methodology. It is distinct from paid influencer playbooks and user-generated content playbooks, and it is invoked when a client wants to activate organic advocates — superfans, community leaders, and trusted referrers — to generate authentic, unpaid word-of-mouth at scale. Particularly effective in Uganda and East Africa, where community trust is the primary purchase driver and WOM through church networks, local business associations, boda-boda groups, and market trader networks delivers disproportionate commercial results.

Core Features & Use Cases

• Advocate identification and classification using the Gladwell taxonomy (Connectors, Mavens, Salespeople).
• Superfan identification, cultivation, and inner-circle governance for long-term advocacy.
• Referral loop design with friction-reduced sharing mechanics and measurable incentives.
• Cause-related WOM campaigns aligned with community values and transparent impact reporting.
• Comprehensive tracking framework including dark social proxies, NPS, and referral metrics. -EA-context guidance for Uganda/East Africa with channel-specific activation playbooks.

Quick Start

Run the WOM playbook workflow for a client by filling inputs and generating a complete advocacy programme.