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In another experiment, Harvard discovered that experts care about looking good in word-of-mouth. “Technical experts want to look good talking about digital cameras,” Godes said. “Rather than actually helping, they shine a light back on themselves as being experts.”
With that in mind, Godes offered three ways for catalogers to get word-of-mouth campaigns started:
1. Observe interactions online between your customers or those who are like your customers. Observe which elements of expertise among them matter.
2. Facilitate the flow of word-of-mouth information. Ask what kind of information you want transmitted and how you can appeal to the notion of expertise. Ask how you can make people feel it’s in their best interests to transmit this information.
3. Engage in that discussion. Be a creator of conversations through a blogging relationship. Establish a community you want to moderate.
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