Updates from June, 2010

• Community Management: Activity or Achievement?
  
  

  Pat McCarthy 9:06 am on June 30, 2010 | 1 Comments Permalink | Post Your Comment!
  Tags: Community Management (134), Measurement (32)

  The role of the community manager has developed into a much broader function than the days of forum monitoring. And like any expanding role with larger staffs and budgets, ROI calculation becomes more important. Don’t fret. This seems a lot harder than it should.

  Now that community management touches many departments, it has many points of return.  This means the community manager should be helping and getting thanks everywhere from the sales department to the product development team. Find ways to track this work with each department. That’s your ROI measurement.

  Key Takeaway: Community management is growing. Focus on how to measure the work.

  Read more at Enterprise Irregulars

  

  

   

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• DEWmocracy Crowdsources Event/Tour
  
  

  Pat McCarthy 9:01 am on June 30, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (256), Influencers (60)

  One of the things I really love about word of mouth marketing is how it can create such great opportunities for true fans to influence their favorite brands. DEWmocracy 2 has done just that…perhaps to the furthest extent yet.

  Three teams representing three competing flavors are touring 69 cities. The teams reached out to the Mountain Dew community to get their suggestions on which cities and venues the teams should hit. Motive, the lead creative agency for the tour, estimated about 60% of tour decisions were decided by the community.

  The Results: 2 million votes and nearly 800,000 new Facebook fans.

  Read about all the amazing events they did at MediaPost (Hint: Dew Wedding)

  

  

   

• Objective and Diagnostic ROI
  
  

  Pat McCarthy 8:59 am on June 30, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (256), Measurement (32), Metrics (3)

  “ROI is an objective metric, a bottom line truth. Things like number of Twitter followers, pageviews, blog comments, etc. are diagnostic metrics. Imagine you were on a road trip. Diagnostic metrics tell you how the trip is going. Objective metrics tell you if you’re there yet.” Christopher S. Penn, VP of Strategy and Innovation for Blue Sky Factory

  This quote really cuts through the fat of the ROI argument. The end goal, or objective metric, is always a profitable sale. Diagnostic metrics help guide you to the sale. The tricky part is finding the right diagnostic metrics that lead to the objective metrics. This may be something simple like the number of Twitter followers. However, you’d do best digging deep and finding which followers and what type of interaction leads to sales.

  Read more at MarketingProfs Daily Fix

  

  

   

• (Sl)activism 2.0
  
  

  Pat McCarthy 9:33 am on June 29, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (256)

  

  Like many other forms of behavior, activism has taken a new facade for Gen Y. Instead of sit-ins and protests, use of social networks and mobile phones has become the preferred method of getting involved. Some call it Slacktivism, but there is evidence that using new techniques can help spread messages and motivate participation.

  Consider the Red Cross text-donation drive after the Haiti earthquake that raised over $30 million. Using the right tools can lead to the right results. The cited article offers ten tips to drive a web 2.0 movement:

  1. Be the source of information that prompts them to act.

  2. Make it social and shareable.

  3. Ignite their creativity.

  4. Consider going open-source.

  Read the rest of the tips at AdAge

  Image Credit: gcommerce

  ——————————–

  WOMMA is currently participating in a campaign to match non-profits with WOM agencies. We have attracted some amazing non-profits, but we need more agencies. To find out what you can do to help, please visit: http://womma.org/matchup4good/

  

  

   

• Study: Mobile Users not Savvy
  
  

  Pat McCarthy 9:27 am on June 29, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Mobile Marketing (66), Research (521)

  According to the 2010 Digital Influence Index, compiled by WOMMA member company Fleishman-Hillard and Harris Interactive, mobile phone users are not keeping up with the rapidly growing technology of the devices. These results display the importance of concentrating on ease of use for apps, which are becoming more powerful daily.

  Another study by Compete found that there is also a general misunderstanding of 4G technology. Currently, only the Sprint HTC EVO offers 4G, yet 59% of US smartphone owners believe 4G is available on a variety of phones.

  Key Takeaway: Smartphones are great, but they are outpacing the user. Apps need more clarity as they become more powerful or their potential will not be reached.

  Read more about the studies at MarketingVOX

  

  

   

• Advocacy + Amplification = Adoption
  
  

  Pat McCarthy 9:26 am on June 29, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (256), WOM How-to (591)

  Many wonder how the iPad is so talkable despite not having any WOM campaign driving it. The WOM is baked into the product. It needs no campaign. This is derived from the combination of two common devices: laptops and iPhones.

  For all intents and purposes, the iPad looks like a big iPhone and acts like a small laptop. By blending these two recognizable items, we can’t help but comment on it. Eventually, this commenting leads to a critical mass of acceptance and interest. This is how a product drives conversations.

  Key Takeaway: New products with recognizable features naturally start conversations.

  Read more at cnet news

  

  

   

• Seven Soccer WOM Lessons
  
  

  Pat McCarthy 11:59 am on June 28, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (256)

  I ran across this article on MarketingProfs Daily Fix that aptly draws some great business lessons from the World Cup.

  1. Business is always moving - No time-outs makes action necessary.

  2. Make the ball run with you - Weaving toward the goal requires teamwork and vision.

  3. Always be prepared for the counter-attack - Your competitor is always planning their next attack.

  Read the remaining four at MarketingProfs Daily Fix

  

  

   

• Klout Reviewed by John Bell
  
  

  Pat McCarthy 8:59 am on June 28, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Influencers (60), Microblogging (76), Twiiter (40)

  

  Last week, I summarized a story about Virgin America using Klout, an influencer rating tool, to find the right influencers to offer free flights to. This morning, I saw an interesting analysis of Klout via John Bell.

  “I like Klout. At the end of the day they are using some of the most relevant data points to gauge influence from behavioral data. And like any model, including our own, the most useful scale - Klout Score - only makes sense if you use it all of the time to judge relative influence.”

  Read the full analysis at The Digital Influence Mapping Project

  

  

   

• Get Socially Diligent
  
  

  Pat McCarthy 8:55 am on June 28, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Research (521), WOM and Social Networks (702), WOM How-to (591)

  One third of Americans have used social media as a platform to rant or rave about a company brand or product according to a recent Harris Interactive poll. This further highlights the new adage “The conversation is happening with or without you.” But how do you make that leap into the conversation while still maintaining your brand integrity?

  1. Be Consistent - Find your voice and assign someone to monitor. Stagnant pages are not very social.

  2. Communicate in your Voice - Not your lawyer’s voice.

  3. Bring Lessons Back - Social is a two-way street. You can learn a lot about what you need to improve from your community.

  Read more at Ballywho Interactive

  

  

   

• Call to Action: Non-Profits Need WOM Agencies
  
  

  Pat McCarthy 8:48 am on June 28, 2010 | 0 Comments Permalink | Post Your Comment!
  

  Talk about Tweetsgiving and industry folk know what it means. Working with non-profits helps build the credibility of an agency. WOMMA has lined up several great non-profits who need your help for our Matchup4Good program.

  Read all about the program from Ann Moravick, the program’s creator, at Promo Magazine.

  Sign up for the program here.