Updates from August, 2011

• Research: Millennials Trump Their Elders in Social Media Brand Love
  
  

  Pat McCarthy 10:08 am on August 31, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Research (521)

  A small plurality (52.8%) of Millennials (16 – 34 years old) like checking out brands on social media sites. However, 30.5% of their peers find branded social media sites annoying.

  

  Compared to the 35-74 set, Millennials have much stronger opinions about brands on social media. Take note if you’re community is Millennial focused.

  The same study also uncovered a very wide variety in how often Millennials want brands to post on Facebook. 7+ times per week drew 11.3% approval while 2-3 times per month had support from 11.6% of Millennials.

  Key Takeaway: Millennials are more accepting of brands on social media than older demographics. However, they have a wide variety of expectations, so deep understanding of your specific community is essential to success.

  Read more about the research at eMarketer

  We’ve also covered other Millennial research in the WOMMA Research Digest.

  

  

   

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• Wanted: WOMMA’s New President
  
  

  Pat McCarthy 10:04 am on August 31, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Working in WOMM (90)

  We are looking for a new President. Here is the trimmed-down, ultra-brief job description:

  This person will be the face and voice of WOMMA:  A charismatic spokesperson and outfacing representative for WOMMA with significant marketing and business development experience. Long- and short-range planning and implementation of marketing and communications programs that will spur and sustain the growth of the organization. Act as public-facing representative to increase press opportunities, relations with governmental and industry stakeholders and organizations that can be directly affect the reputation and credibility of WOMMA.

  To get the full job description, email WOMMAExec [at] WOMMA [dot] org.

  

  

   

• The Rise of the Social Customer Complaint
  
  

  Pat McCarthy 10:03 am on August 31, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Customer Care (57), WOM and Social Networks (702), WOM Trends (738)

  Helplines are the bane of many peoples’ existence. Recently a  friend of mine had the chance to clean her entire apartment while on hold to cancel her internet service. Another person at VIPdesk had to wait longer for another “very expensive” product, weeks in fact.

  In the cited blog post, the story is recounted with the poise of someone happy to point out a problem without revealing the perpetrator. The company transferred her dozens of times like a customer service hot potato. Dead ends abounded.

  Frustrated, she went to social media and almost immediately got a response from the social team. Her problem was solved soon afterward.

  This foray highlights a few problems:

  1. Many traditional customer service systems are outdated and ineffective

  2. The public nature of social media is often necessary to force customer service

  3. People will begin to use what works. A huge shift from 1-800 numbers to social complaints could overload nascent social teams.

  Read more about the experience at VIPdesk

  Read WOMMA’s WOM in the Customer Contact Center Guidebook

  

  

   

• Negative Reviews: The Silent WOM Killer
  
  

  Pat McCarthy 10:02 am on August 31, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Brand Advocates (8), Online Reviews (6), Research (521), WOM and Small Business (35)

  83% of online consumers say online reviews influence their purchase decisions.

  – Opinion Research

  Businesses don’t grow without new customers. And these days, consumers check Yelp, Amazon, TripAdvisor or any number of other sites that support public online reviews. The negative reviews are the silent killer of your company’s WOM. Customer simply  see a bad review and never show up.

  Combatting this is imperative, especially for online retailers and brick & mortars. Energize your advocates. Ask them to review your company. The results can be huge and measureable. Norton doubled its star ratings on Amazon, increasing sales by $26 million.

  Read more, with case study examples, at ZuberRants

  

  

   

• Members in the Spotlight
  
  

  Pat McCarthy 9:59 am on August 31, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Member News (143)

  WOMMA is proud to welcome our newest members:

  FKKS

  Large Media

  Tektronix

  Sony

  ———-

  Brains on Fire’s project, Wonderopolis was recently named one of TIME Magazine’s “50 Best Websites of 2011.” Wonderopolis has become a hub for engaged online and offline action, with more than 10,000 kids, parents, students and teachers visiting each month.

  ———-

  Vitrue today rolled out the first phase of a massive product upgrade for its leading global social marketing platform, the Vitrue Social Relationship Management (SRM) platform 3.0. This enhanced Vitrue SRM platform represents the most expansive and innovative upgrade to-date and will give brand marketers unprecedented social marketing capabilities that easily streamline processes to achieve scale through localization and enhanced analytics and metrics – all managed on one dashboard interface.

  Read More

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  Another day, another technology company files for an IPO. After Jive and Angie’s List, customer reviews company Bazaarvoice has filed its S-1 with the SEC today. The company aims to raise as much as $86.25 million in its offering.

  ———-

  Mashable featured Zooppa in an article about crowdsourced marketing.  The post was trending on LinkedIn Today’s “Advertising & Marketing” and “Internet” sections.  Here is the post.

  

  

   

• Free Webinar Tomorrow - WOMMY Winning Unilever Case Study
  
  

  Pat McCarthy 10:40 am on August 29, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Webinar (210)

  

  Hear from WOMMY Award Chair, David Rabjohns of MotiveQuest as he reviews the ins and outs of WOMMY submission as well as Dana Harville of Zocalo Group and their client Unilever, Gold Award WOMMY Winner from 2010 as they tell the story of their road to the WOMMYs. This is a brands only webinar.

  Title: Road To The WOMMYs: A Brand’s Insight into Submitting a WOMMY Award

  Time: 2:00 PM - 3:00 PM CDT

  Register Here

  After registering and confirmation of your brand status is confirmed, you will receive a confirmation email containing information about joining the Webinar.

  

  

   

• Twitter is Still Useful – Just Get Out of your Rut
  
  

  Pat McCarthy 10:33 am on August 29, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Twiiter (40)

  Are you in a Twitter rut? You have your set lists, filters and reasons for entering the cloud, but just like listening to the same radio station all the time, the content can get a bit stale.  Edelman Digital re-evaluated of Twitter’s reputation, and has identified five twitter usages.

  Twitter and Journalism:

  News spreads like wildfire and Twitter makes the flames climb higher with trending news and Twitpics.  Faster news comes at a cost however; although Twitter makes paraphrasing and repetition of news faster, fact errors, grammar mistakes, and unreliable sources spread more frequently.   If using Twitter as a Journalistic medium, the key to follow is fact checking and accuracy.

  Twitter for Job Searching and Recruitment:

  The job search can be dejecting road but Twitter makes networking as easy as 140 words.  Now professionals can connect and engage through the “Following” tool which allows them to link up with others in their field and open doors to vast lines of networking.  Twitter makes 6 degrees of separation five degrees less with a single click of a button, giving employment inquiries and job pitches speed.

  Twitter for Customer Service:

  Twitter is now a quicker and cheaper customer service platform for businesses and the go-to method for getting questions answered and problems solved for consumers.  Twitter for customer service is as easy as tweeting a link to a troubleshooting site, or direct contact information for a customer service representative.  The end result is faster response time and more loyal followers.

  Key Takeaway: Twitter is still a relevant source for marketing and media initiatives so sit tight because it probably will be for a while to come.

  Read the other two of Edelman’s Five Growing Usages for Twitter

  

  

   

• When Search Met Social
  
  

  Pat McCarthy 10:24 am on August 29, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Google+ (14), SEO (3), WOM How-to (591), WOM Trends (738)

  Google has, for a long time, used Twitter data in their search algorithm. Now that they have their own social network, Google+, many are asking themselves how things will change – better yet, how marketers should change their social engagement and promotions.

  iCrossing created a 2:40 minute video that starts the discussion on how Google+ will factor into Google Search.

  

  Key Takeaway: Target, then retarget. With search and social intertwined, continued optimization is not only possible but necessary for improved results.

  Read more at The Content Lab

  iCrossing is a WOMMA member.

  

  

   

• WOMMA Summit 2011 is LIVE
  
  

  Pat McCarthy 9:52 am on August 26, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Brands and WOM (503), Summit 2011 (13), WOM How-to (591), WOMMA Events (100)

  Join WOMMA Nov. 16-18 for this Vegas-style whirlwind of WOM and social media education, unique and experiential networking events, and an information overload of strategies and tactics to create a Talkable Brand.

  If you already know you’re going, register now and lock in your Early Bird price ($300 savings).

  View the Summit site here.

  

  

   

• There is No Retweeting From the Law – Now Available in the WOMMA Member Center
  
  

  Pat McCarthy 9:47 am on August 26, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: FTC Guidelines (73), Member Benefits (71), Webinar (210)

  The full audio and deck from our Aug. 24 webinar is now available in the WOMMA Member Center. It was presented by Linda Goldstein, Chair, Advertising Division, Manatt.

  Key Takeaways

  1. Demystifyng the Facebook rules. Learn the tips and tricks for conducting a compliant Facebook sweepstakes
  2. Social meets mobile. Understanding the legal challenge of a Foursquare promotion
  3. What special rules and considerations apply to social media sweeps

  Download with Audio (Members only)
  View the Deck (Open-to-public)

  ———-

  Want full access? Contact Jason Dent, WOMMA’s Director of Member Development, at JasonDent@WOMMA.org or 312-853-4400 x201.

  Want to present a WOMMA webinar? Submit your webinar idea here.