WOMM-U may be over but the buzz is still viral as companies across the globe share their unique experiences.
Brains on Fire President Robin Phillips and her team joined us in Chicago as they hosted two WOMM-U sessions, one of which featured the highly anticipated “10 Rules for your Community to Survive a Zombie Attack” presentation. Despite blood and guts on the screen, the room had a “think to yourself moment” after one attendee said, “you need to be lovable to be loved.” Is your brand lovable?
WOMMA’s first ever Twitter Chat was a success thanks to Spredfast’s Jordan Slabaugh and Courtney Doman, but during WOMM-U, they co-hosted a packed session, “Social Media Across the Enterprise” with Aramark’s Tom Carusona and Whole Food’s Natanya Anderson. However, the Spredfast team hit the stage for our comedy hour session with Second City. Hear what Courtney thought about her “Will-Ferrell-in-Old-School-esque blackout” moment.
Paul Adams’s, Steve Knox’s and Kristina Halvorson’s keynote presentations generated a lot of buzz in the Twitter and blogosphere. Likeable Media’s Jenna Lebel outlined her “4 Truths About Customer Advocacy,” and highlighted Knox’s main point that 100% of advocacy happens when we disrupt schemas. As is the norm, airplanes don’t land on water; however, people are still talking about Captain Sullenberger’s successful landing on the Hudson because it disrupted our schema. Great example Steve.
Mr. Youth’s David Yarus, who generates word of mouth by just stepping into a room, provided us yet again with one of the best WOMM-U videos. Check it out.
The Three Big Takeaways:
1. Social Media has opened a huge new world of communication, but it hasn’t replaced the value of true face-to-face conversations (as is outlined in Ed Keller’s and Brad Fay’s new book set to hit the shelves May 22).
2. Content has been a beast that grows and grows. The Content Strategist tames that beast.
3. Word of mouth marketers have a sweet tooth. Attendees are still coming down from a sugar high after consuming over 300 pounds of candy!
Want to recapture the moments of WOMM-U? The WOMMA Facebook page is up to date with all session, tailgate, happy hour and Chicago photos.
Rod Brooks 12:16 am on May 15, 2012 Permalink
The definitions of these and other key terns seen to be evolving. Here’s what I use. Influencers are those who recommend a specific brand, product, service, etc to another person, and/or offer a suggestion for improvement. An advocate is someone who will defend a brand, product or service, etc when you aren’t in the room. In other words, Influencers offer suggestions for improvement or use and advocates defend what is. A successful brand needs both.
Michael Brito 8:18 am on May 15, 2012 Permalink
thank you Pat!! much appreciated!
Ted Wright 8:31 am on May 15, 2012 Permalink
Pat - in twelve years of working with influencers I’ve never seen a true influencer “peddle” their influence. I’ve seen them share, discuss, point out and educate but never “peddle”. Influence is about sharing which you can not peddle. Salesmanship (a noble but different calling) is about peddling.
As for Mr. Brito’s post he seems to be creating definitions so he can argue against them as well as for them. Quite simply, influencers share and sales people sell.
Rod, you make an interesting distinction between advocates and influencers based on the force at which they communicate. That is an interesting point and one that I will ponder. Thanks to you for sharing.
Pat McCarthy 8:26 am on May 16, 2012 Permalink
Rod, Ted and Michael - Thanks for the comments!
Ted - I particularly like the line “Influence is about sharing which you can not peddle.”
I agree that true influencers don’t peddle. My point was that some marketers expect influencers to be open to peddling influence. It’s an unreasonable expectation which, to your point, doesn’t jibe with how influence is gained - sharing, discussion, educating, etc.