Updates from November, 2010

• Hire a Chief Love Officer
  
  

  Pat McCarthy 11:20 am on November 29, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Brands and WOM (503), Customer Care (57), Listening (31), WOM Evangelism (112)

  Word of mouth marketing is held together by emotion, the glue that binds loyal customers with great companies. How many employees at your company have the singular task of making your customers love you more?

  NetApp had a great product but stronger competitors who also had great products. So instead of huge marketing pushes or cutting their prices down, they assigned two Chief Love Officers to their biggest accounts, Yahoo! and Cisco. By having a hyper-focus on these two accounts, NetApp developed tools that would help other companies.

  Key Takeaway: Building love between you and your customer can help build great products that bring great new customers.

  Read more about Chief Love Officers at Brains on Fire and at Fast Company

  

  

   

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• Optimizing Internal WOM
  
  

  Pat McCarthy 11:19 am on November 29, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Brands and WOM (503), Community Management (134)

  People get mad at work. It happens to everyone and is usually followed by a bit of venting and perhaps a beer. But if employees are perpetually mad, you have a problem. Their venting could warp into negative WOM before you know it.

  In the cited article, a mechanic who works on Mini Coopers advised the post author to not by a Mini Cooper. Whoa! The mechanic was upset about what he saw as shoddy construction that he was forever repairing. A person on the frontline of your company, customer service in this example, needs to believe in your product. Converting the mechanic could be as simple as encouraging product comments from service centers. This would lead to better products and employees who are proud of their contributions to the brand.

  Key Takeaway: Every employee should be excited about your brand. Find out how to make them proud or suffer the consequences of negative internal WOM.

  Read more about negative internal WOM at 1000heads

  
  

  

  

   

• An Offer You Can’t Refuse (to email to your friends)
  
  

  Pat McCarthy 11:18 am on November 29, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (256), Email Marketing (7)

  The cited article points to some advice Andy Sernovitz, WOMMA’s co-founder, gave at WOMMA’s first meeting: Put a “send to a friend” button at the bottom of every page on your website. Now 5 years on, sending people links through email has morphed into social dissemination. So how do you make a promotional email forwardable? Make the deal talkable.

  Subject: Free Longhorn Vajazzle Only Through Saturday!

  The above is a real subject line from a real waxing studio in a real building. Virginia Miracle, the lucky recipient, forwarded it on to 14 people and had the chance to inquire about the email’s success. Only one lucky person cashed in on the deal, but a lot of long-time clients called to book appointments.

  Key Takeaway: A wild product could do wonders for your less-than-wild products.

  Read more at Virginia Miracle’s blog

  
  

  

  

   

• Day 3 Summit Recap
  
  

  Pat McCarthy 10:17 am on November 22, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Summit 2010 (36)

  Summit is over, but the lessons live on. Below are some key takeaways from Friday’s sessions:

  Keynote - Tweets, Posts and Status Updates: Influential Bloggers Sound-Off on the Social Media Scene
  Moderator: Jeremiah Owyang, Partner of Customer Strategy, Altimeter Group
  Panelists: Rick Murray, President, Edelman – Chicago Office
  David J. Chamberlin, SVP & Director of Issues & Crisis Management, N.A. MSL New York
  Stephanie Agresta, Managing Director, Social Media, Weber Shandwick
  Erica Swallow, Assistant Editor, Mashable

  

  

  
  

  
  

  

  

   

• The WOMMY Awards
  
  

  Pat McCarthy 10:10 am on November 22, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Summit 2010 (36), WOMMYs (46)

  

  

  

   

• Word Schedule for This Week
  
  

  Pat McCarthy 9:46 am on November 22, 2010 | 0 Comments Permalink | Post Your Comment!
  

  The WOMMA Word will only be published today this week due to the Thanksgiving holiday. We hope you have a great Thanksgiving break!

  

  

   

• Day 2 Summit Recaps
  
  

  Pat McCarthy 10:01 am on November 19, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Brands and WOM (503), Community Management (134), Creative WOM Ideas (256), Offline WOM (60), Summit 2010 (36), WOM Evangelism (112), WOM How-to (591)

  KEYNOTE | The Kitchen Sisters | The Art of Storytelling

  

  
  

  Buffalo Wild Wings | Becoming a Top Brand on Facebook

  
  

  
  

  Vail Resorts | Utilizing Location-Based Marketing as a Social Strategy

  
  

  Ben & Jerry’s | Creating Excitement and Conversation by Sampling through Social Media

  
  

  TOMS Shoes Style Your Sole Party

  
  

  See all the great photos from the TOMS Shoes Party at WOMMASocial.net

  

  

   

• Summit Announcements
  
  

  Pat McCarthy 9:04 am on November 19, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Summit 2010 (36)

  WOMMA Member company Bunn-O-Matic (http://www.bunn.com) is currently holding a contest for the cover design of their 2011 Commercial Product Catalog. The contest, open to the public, asks participants to submit designs that demonstrate BUNN’s Brand Promise “A Partner You Can Count On” artistically, literally or possibly a combination of each. All entries will be showcased on Facebook, Twitter, Flickr and other websites. The contest ends Nov. 30, 2010. For more information, visithttp://www.bunn.com/cover_contest.html.

  WOMMA Member company Gigya (http://www.gigya.com), a platform for scaling social business, announced the release of a new brief entitled “Owning & Controlling Social Data - What Websites Need to Know,” which provides businesses with best practices for accessing social data, applying it to their own user experience, and for using social identity to establish and maintain relationships with users and customers. To download the brief, please visit http://info.gigya.com/Whitepaper-Social-Data.html.

  Gigya also announced this week the availability of Gigya 5, the next generation of its social optimization platform. The platform enables online businesses to connect their sites and applications to all the major identity and social providers. Gigya 5 also includes iRank, a new tool making it possible for companies to identify and engage with their most influential site users, fully-featured mobile SDKs, and community products including a customizable website activity feed. For more information about Gigya 5, visit http://www.gigya.com.

  

  

   

• Day 1 Summit Recap
  
  

  Pat McCarthy 9:34 am on November 18, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Brands and WOM (503), Community Management (134), Crowdsourcing (8), Microblogging (76), Summit 2010 (36), WOM and Social Networks (702), WOM Evangelism (112)

  We had a great first day at WOMMA Summit 2010. There were so many great takeaways coming through the Summit Buzzroom that we decided to show the conference through the Twitter lens…

  KEYNOTE | Josh Bernoff, SVP, Idea Development, Forrester Research

  
  

  

  
  

  Keynote - Facebook | Identity-Driven Web Paul Ollinger, RVP, Facebook

  

  

  Jamba Juice | Blending Online with Offline Word of Mouth

  

  

  
  

  Hewlett-Packard | Reaching the Savvy College Crowd through the Power of WOM

  
  

  

  
  

  TMZ | Using Consumer Generated Media as a Brand’s Advertising Vehicle

  
  

  

  

   

• Housekeeping Notes - Session Changes & Reminders
  
  

  Pat McCarthy 9:17 am on November 18, 2010 | 0 Comments Permalink | Post Your Comment!
  Tags: Summit 2010 (36)

  Session changes:

  1. I Can’t Believe It’s Not Butter session has been moved to 2:30pm – 3:15pm in Silver.
  2. Driving Business Success through Powerful Storytelling has been cancelled.
  3. Helping NYC “Get Some’ has been added to 3:45pm - 4:30pm and is in Bronze 1.

  Reminders

  1. Get your copy of Empowered by Josh Bernoff at the Visible Technologies exhibitor table. The ticket for the book is in your conference envelope.
  2. Write on our wall! Our graphic artist has been recording the conference by drawing the key takeaways from the general sessions and we want you to contribute. Write on the posters she has created what you think a talkable brand is. Best entry so far “A brand that’s not afraid to BURP out loud!” - Geno Church, Brains on Fire