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• The Komen Crisis by the Numbers
  
  

  Pat McCarthy 11:33 am on February 10, 2012 | 1 Comments Permalink | Post Your Comment!
  Tags: Research (500), Social Media Crisis (4)

  It would have been pretty difficult to not see the Susan G. Komen for the Cure’s PR crisis this week. After their decision to discontinue funding to Planned Parenthood ignited a flood of negative attention.

  Banyan Branch analyzed the social data and found some astronomical numbers. Before the crisis, they averaged 52.4 Likes and 17.5 comments per Facebook post and 1.7 Likes on users’ comments. After the during the crisis, comments increased 31,471% to 5,515.4 per post. Post Likes decreased 99%. Likes on user comments increased 288%.

  

  Key Takeaway: Quick action diffused this crisis. But clearly, a controversy can inspire astronomical volume on social media. Crisis response plans are necessary and they need to include social media strategy.

  Read more about the crisis data at Banyan Branch

  Banyan Branch is a WOMMA member.

  

  

   

  • tom 12:27 pm on February 10, 2012 Permalink
    

    doing the right thing at times has a cost, shouldnt have bowed down and backtrcked

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• The Engagement Challenge
  
  

  Pat McCarthy 11:30 am on February 10, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Community Management (124), Engagement (4), Research (500), WOM Trends (719)

  A recent McKinsey Quarterly study examined nearly 800 marketing executives and found that engagement is still their largest hurdle. One third of respondents labeled it as their most important challenges.

  

  Engagement 101

  Creating an engaging environment is not a one-size-fits all affair. Each community is different. Knowing the tools that will work best isn’t always easy. Ask yourself these questions:

  • Where are my target customers currently engaging?
  • Why are they engaging there? Good content? Great support?
  • Can we recreate that atmosphere? If not, can we participate where there already are?

  The answers to these questions will lead you to better engagement. Keep coming back to them to engagement high and sustainable.

  Read more about the report at MarketingProfs

  

  

   

• Data Privacy Day is upon us!
  
  

  Pat McCarthy 11:26 am on February 10, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Privacy (6), WOM and Social Networks (684), WOM Ethics (135)

  Data privacy isn’t a subject that will sell out a room in most places, but the sheer amount of data online makes security a major issue. January 28 marked Data Privacy Day was celebrated in the U.S., Canada, and 27 European countries.

  Edelman Digital published a Microsoft infographic that really sums up why Data Privacy not only effects companies, but also employees, friends and neighbors.

  

  Key Takeaway: Data privacy will only grow in importance as companies skirt the line between Big Brother and Big Mother – the brother’s more helpful and much less intrusive counterpart.

  Read more about Data Privacy at Edelman Digital

  Edelman is a WOMMA governing member.

  

  

   

• A Return to Real Life: The Future of WOM
  
  

  Pat McCarthy 11:39 am on February 8, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Content Marketing (38), Offline WOM (52), WOM Trends (719)

  

  By Amy Taylor, Lead Copywriter, Brains on Fire

  Reports indicate millions of Americans are logging offline for good. They’re putting down their smartphones, silencing their ringers and stepping away from their Twitter streams - in order to rejoin their real lives.

  For years, brands have been putting their eggs in various online baskets. Some were early adopters, others waited for the water to warm up a bit before they hopped in. Many jumped on the bandwagon in search of a quick fix and a magical marketing bullet.

  But there is no quick fix. There is no magic bullet. Why? Because consumers live in the real world where real life is complicated. And real life happens offline.

  Unlike the latest shiny new media tool, widget or app of the day, true word of mouth marketing is founded on real relationships between brand and consumer. It celebrates transparency, trust and community – things that can’t be bought, rushed or manufactured.

  Continue reading…

  

  

   

• 5 Super Bowl Ads that Missed the Mobile CTA
  
  

  Pat McCarthy 11:37 am on February 8, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Mobile Marketing (57)

  Harris Interactive found that 60% of Super Bowl views would watch the game with their mobile device in hand. What was once the best TV advertising platform has quickly also become a mobile powerhouse. But a lot of ads missed the opportunity to tie mobile experiences to their TV executions.

  Jeff Hansen of MarketingProfs found 5 ads that could have been more mobile.

  1. Go Daddy – Danica Patrick was back in an ad that appealed to the more, ahem, primal interests. At the end, there was a QR code that led to an even more NSFTV site. But even the fastest QR coder out there would have difficulty scanning the QR code in the few seconds they had. A simple SMS call to action would have been much more user friendly.

  

  2.  Best Buy – Ironically, Best Buy ran an ad that focused on their mobile expertise. After featuring a series of mobile innovators, they finished on this line:

  “Any phone, any carrier, and all of their plans with lots of unbiased advice.”

  Perhaps they were more concerned with branding, but a short call to action could have captured thousands of leads. Those people would provide a base for future mobile phone promotions.

  

  Key Takeaway: In any given place, on any given occasion, people are more connected via mobile. Think about where and how you can add mobile calls to action in your promotions.

  Read about the other ads at MarketingProfs

  

  

   

• 30 Ways to Engage Your Social Media Influencers
  
  

  Pat McCarthy 11:33 am on February 8, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Influencers (57), WOM How-to (575)

  Today, Radian6 wrote a very helpful list for any community manager out there. Engaging influencers can be a delicate affair. You don’t want to just shoot the “Please blog about this” emails. Nor do you want to spend all your time and effort maintaining the relationship. A happy balance must exist to build an effective relationship.

  From the full list, these stood out to me:

  1. Make Introductions – Helping an influencer meet the right person can be the start of a beautiful friendship. Expand their network and they’ll probably return the favor.

  2. Make Changes Based on their Feedback – An outside perspective can be very valuable. Keep your mind open and use influencers’ feedback. Once you do, show them the results. Believe it or not, lots of influencers enjoy influencing people and companies.

  3. Approach them as People, not Prospects – Many influencers gained their position because of a true passion. What an affront it would be to belittle that passion with a sales pitch. Get to know them first. Spend a little time building a relationship. When it comes to it, a friend will help you a lot more than a prospect.

  Read the 27 other tips at Radian6’s blog

  

  

   

• WOMMA Members in the Spotlight
  
  

  Pat McCarthy 11:31 am on February 8, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Member News (136)

  We’re proud to welcome our newest members:

  The Anca Group

  Kelley Blue Book

  ———-

  Affect, a public relations and social media firm specializing in B2B technology and professional services, has been engaged by Cyrus Innovation, experts in software development for enterprises and startups. Cyrus’ team of highly skilled engineers have been developing custom software and applications for East Coast area companies for nearly 10 years.

  More Here

  ———-

  Upcoming Visible Webinar:

  “What She Said” - A Special Webcast with Jason Falls and Visible

  How Women’s Social Conversations Impact Buying Intent and Purchasing Behavior

  Tuesday, February 21, 2012 | 10:30am PST / 1:30pm EST

  As an attendee you will learn:

  · The top topics women discuss online

  · Key marketing and advertising learnings from these conversations

  · How social integration can tie social buying intent with increased sales

  · How  leading brands are using social data and integration to increase online and offline sales

  bit.ly/wssvisible

  

  

   

• Super Bowl Ad Trends: Integration is here to stay
  
  

  Pat McCarthy 11:19 am on February 6, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Research (500), WOM and Social Networks (684), WOM Trends (719)

  For those of you that enjoy the commercials as much as the game, Altimeter whipped up some analytics on this year’s crop of Super Bowl ads. They found five trends:

  Main Destination: Traditional Websites

  The dot com era is certainly not over. A clear 57% of ads directed viewers to a website or microsite. Perhaps more interestingly, 32% didn’t include any online resources

  

  URLs Stay Corporate

  The ads relied heavily on destination, not conversation. Corporate URLs dominated the field, appearing in 49% of the ads. Twitter, surprisingly, came in last – even losing to hashtags.

  

  Unanswered Questions: While only 7% of the ads included hashtags, I’d be really interested to see the data on the conversations generated. Who used them? What actions did they take later?

  If you see anything that answers these questions, we’d love to know! Please comment the link.

  Read all of Altimeter’s takeaways at Web Strategy

  

  

   

• Which Ad Won the Super Bowl?
  
  

  Pat McCarthy 11:16 am on February 6, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Research (500), Twiiter (37), WOM in Entertainment (40)

  The Giants won the game, but whose $3.5 million was best spent on 30 seconds? Radian6 very quickly created a summary report of the social conversation surrounding the game and ads.

  From their report:

  

  Tweet volume showed us how popular each ad was in the social world. The brand mention volume was:

  1. Doritos: 50,459

  2. H&M: 45,219

  3. Pepsi: 45,529

  4. Chevrolet: 40,739

  5. Chrysler: 34,934

  Compare that to Ad Age’s “Five we Loved” list:

  1. Kia: “A Dream Car. For Real Life.”

  2. Cars.com: “Neck”

  3. Chevy Sonic: “Stunt Anthem”

  4. Acura: “Transactions”

  5. Bud Light: “Rescue Dog

  A bit of a disparity there.

  What were your favorites? Or least favorites? Please comment.

  Read more about Super Bowl social data at Radian6 and Super Bowl ads at Ad Age

  

  

   

• Content Marketing Tips from Hemingway
  
  

  Pat McCarthy 11:13 am on February 6, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Content Marketing (38), Creative WOM Ideas (244), WOM How-to (575)

  There’s something universal about great content. Whether you’re selling a story between two lovers caught up in the Spanish Civil War or creating a lead-capturing eBook, overarching rules of content apply.

  1. Get Good Editors – Writing is a lot less lonely than one may think. Editors help drive the story or topic from rough draft to final copy. Gertrude Stein and Ezra Pound guided Hemingway. Who’s helping you?

  2. Read Read Read – Don’t just research for your chosen topic. Read a wide variety of publications, blogs and articles. The lessons gleaned from reading will help you develop fully original and relevant content.

  3. Get Out of the Office – Hemingway captured people, their motivations and desires by getting to know lots of people from all different walks of life. I’m sure your coworkers are great, but break out into new places. Invite a contact to coffee or attend a networking event with no agenda other than learning about others in your industry.

  Read two more Hemingway tips for content marketing at It’s All About Revenue, Eloqua’s blog.

  Download WOMMA’s eBook to see how we edited the content to help word of mouth marketers of all strips with a wide variety of content.

  Eloqua is a WOMMA member.