Word-of-Mouth Strategy Playbook

Produce a complete Word-of-Mouth marketing programme. Apply Uganda/East Africa context throughout. Default to Uganda unless the client specifies otherwise. Use British English throughout. All objectives must be SMART (Specific, Measurable, Achievable, Relevant, Time-bound).

This skill addresses organic advocacy only. For paid creator partnerships, use 08-influencer-marketing-strategy. For UGC collection systems, use playbook-ugc-strategy. For community trust sequencing, use framework-community-trust.

Use when

• 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. Distinct from 08-influencer-marketing-strategy (paid creator partnerships) and playbook-ugc-strategy (content collection). Invoke 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.
• Use this skill when it is the closest match to the requested deliverable or workflow.

Do not use when

• Do not use this skill for graphic design, video production, software development, or legal advice beyond the repository's stated scope.
• Do not use it when another skill in this repository is clearly more specific to the requested deliverable.