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Updates from November, 2011

  • Case Study: Vail Resorts Goes Mobile

    Pat McCarthy 11:12 am on November 30, 2011 | 0 Comments Permalink | Post Your Comment!
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    Vail Resorts attracts thousands of skiers and snowboarders every year. And they love to talk about the fresh powder. Vail Resorts saw an opportunity to help their downhill devotees to share the Vail experience.

    Part of the experience of Vail Resorts is conquering different routes down the mountains. It’s a naturally mobile experience. So they created devices at the ski lifts that communicated with ski passes through radio frequency technology. From there, your whole trip is tracked by hill, height, and days skied.

    Results:

    1. Since Dec. 2010, nearly 100,000 guests activated their account.

    2. 38,000 used the Android or iPhone app.

    3. 35 million social impressions.

    This case study won the 2011 WOMMY in the Mobile category. WOMMA will be accepting submissions for 2012’s WOMMYs beginning next summer.

    Read more about EpicMix in Adweek

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  • Dr. Wu’s Gamification Resource Library

    Pat McCarthy 11:06 am on November 30, 2011 | 0 Comments Permalink | Post Your Comment!
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    If you don’t know about Dr. Michael Wu, you should. He’s the Principal Scientist of Analytics at Lithium. Of the many topics he examines in great depth, Gamification has been a key focus of his this year, with 15 total posts.

    Gamification is one of those deceiving trends that seems simple but has so many subtleties and nuances. His articles examine:

    1. Definitions

    2. Theoretical Foundation

    3. Practical Tips

    4. Strategy

    5. Business Strategies

    Bookmark this post. It will be very helpful when your client or CMO wants to get in on the Gamification game.

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  • How to Brief your Digital Agency

    Pat McCarthy 11:05 am on November 30, 2011 | 0 Comments Permalink | Post Your Comment!
    Tags: , Creative Briefs,

    Oliver Perez Kennedy from AgencyEnigma recorded some great videos at WOMMA Summit 2011 of speakers and attendees on subjects like content, measurement, attitude, and those pesky silos. This one caught my eye:

    Key Takeaway: Focus on objectives, not platforms.

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  • WOMMA Members in the Spotlight

    Pat McCarthy 11:00 am on November 30, 2011 | 0 Comments Permalink | Post Your Comment!
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    We’re proud to welcome out newest member:

    Barkley

    ———-

    Blue Calypso and Collective Bias Announce Word-of-Mouth Marketing Partnership

    Blue Calypso, Inc. announced that it has launched a strategic partnership with Collective Bias, a leading shopper media company, to drive revenue opportunities for its Social Fabric(R) community of bloggers and increase content syndication channels for its clients. Blue Calypso’s Calyp(R) is a patented mobile social marketing and advertising platform which helps businesses amplify advocacy by empowering consumers to endorse the brands they love by sharing advertising campaigns of interest throughout their social communities. Endorsers receive rewards in cash as well as brand loyalty perks and experiences for sharing their endorsements.

    ———-

    Dachis Group is hosting a cocktail reception to engage participants in a discussion about Social Business performance measurement and the Social Business Index. The Index, which launched to the public in September, provides ongoing real-time ranking, analysis, and benchmarking of Social Business adoption and performance of the most connected and engaged companies based on Dachis Group’s Social Business Intelligence as a Service (SBIaaS) data services platform. There will be a short presentation on the Social Business Index followed by a discussion on performance measurement.

    What: Dachis Group Social Business Index Inside Scoop

    When:  Thursday, December 8 at 6:00pm - 8:00pm

    Where: The James Hotel | 55 East Ontario, Chicago, IL

    If you are interested in attending, please register here. We encourage you to complete your registration as soon as possible as attendance to the Social Business Index Inside Scoop is by invitation only and spots are limited. This invitation is intended for the recipient only and is not transferable or to be forwarded.

    Please contact Amanda Johnson at amanda.johnson@dachisgroup.com with any questions.

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  • The Simplest Definition of Word of Mouth Marketing

    Pat McCarthy 9:10 am on November 28, 2011 | 3 Comments Permalink | Post Your Comment!
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    WOMM - Any business action that earns a customer recommendation.

    Examples of business actions that can spark customer recommendations include:

    • Delivering better products and services
    • Providing a great customer experience
    • Following through on excellent customer service
    • Using advertising to create awareness and appreciation
    • Rewarding customer loyalty
    • Mobilizing brand advocates
    • Engaging with customers through social media
    • Plus, so much more…

    WOMMA believes the most effective word of mouth marketing follows five vital principles, outlined here in our brand spanking new video:

    Join us in making word of mouth marketing credible, respectful, social, measurable, and repeatable. If your company isn’t already a member, consider joining. Contact Jason Dent, our Member Development Director, at JasonDent@WOMMA.org or 312-853-4400.

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  • Ladies and Gentlemen, Your 2011 WOMMY Winners

    Pat McCarthy 9:23 am on November 21, 2011 | 1 Comments Permalink | Post Your Comment!
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    Last Thursday at WOMMA Summit 2011, we announced the 16 WOMMY winning case studies. Below are the smart marketers who made their brands talkable.

    (Click to expand)

    wommy_winners_2011

    Want to win a WOMMY? Submit your word of mouth marketing case study to the 2012 WOMMY Awards. WOMMA will start accepting submissions after this spring’s School of WOM conference.

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  • Happy Thanksgiving!

    Pat McCarthy 9:00 am on November 21, 2011 | 0 Comments Permalink | Post Your Comment!

    WOMMA wishes it’s readers a Happy Thanksgiving!

    We will take a break from publishing the WOMMA Word after today. It will return to the regular schedule on Monday November 28.

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  • Building Trust Through Action

    Pat McCarthy 9:58 am on November 18, 2011 | 0 Comments Permalink | Post Your Comment!
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    Trust is critical for a brand’s success. It’s the long game, the marathon, not the sprint. And brand trust, at least in the US, is in free fall.

    edelman-trust-barometer

    Yesterday, Simon Mainwaring presented a Keynote at WOMMA Summit 2011 that examined how consumer trust has shifted in the US market. Citing Edelman’s 2010 GoodPurpose Study, he showed that 86% of global consumers believe a businesses’ needs should be weighted equal to society’s needs. That may be a hard sell in a board room, but the numbers don’t lie.

    Brands can capture consumer trust by joining or forming causes that complement their brand and resonate with consumers. Nike, for example, is a global sports brand. Instead of simply buying a sponsorship for the Tour de France, they partnered with Livestrong and did something truly amazing. They crowdsourced short messages about why people were fighting cancer. These were literally painted onto the course roads and broadcast around the world during the race. Each submission was also created into an individualized graphic for the submitter, enabling a huge amount of sharing.

    Nike’s effort was creative, effective, and ultimately inexpensive. Millions of impressions latter, the campaign both promoted cancer research and benefited Nike.

    Brands that care can win. Cause marketing isn’t just goodwill. Done correctly, it makes business sense.

    Check out the slides from Simon’s presentation on his Slideshare page.

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  • WOMMY Award Winners Announced!

    Pat McCarthy 9:54 am on November 18, 2011 | 1 Comments Permalink | Post Your Comment!
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    Yesterday, the WOMMY Awards ceremony honored the year’s best in word of mouth marketing. The WOMMYs celebrate the people, agencies, and brands behind the most innovative and effective word of mouth marketing campaigns implemented within the past year.

    The categories and winners for the 2011 WOMMY Awards include:

    Grand Prix Winner - During the WOMMY Awards Luncheon, attendees cast ballots to determine the Grand Prix winner of the WOMMYs.

    • Marina Maher Communications | U by Kotex: The Story of How Social Media Blew Up a Category, Abolished Euphemisms and Gave Women a Voice

    Introduction Award - Best word of mouth marketing communication program to introduce a new product or service.

    • Gold: Marina Maher Communications | U by Kotex: The Story of How Social Media Blew Up a Category, Abolished Euphemisms and Gave Women a Voice
    • Silver: CP+B | Small Business Saturday
    • Bronze: Microsoft | Windows Phone 7 - Sustain Launch Momentum & Drive Purchase Consideration

    Momentum Award - Best word of mouth marketing program to juice an existing product or service.

    • Gold: Advocacy WOM Ltd.| How Word of Mouth Marketing Grew Dettol Sales 86% in Three Months
    • Silver: Agencia Frog | The Pink Army
    • Bronze: Ogilvy & Mather Worldwide | Huggies Babies On-the-Go

    Social Media Award - Best use of social media as a communication medium.

    • Silver: Weber Shandwick | Sharing the Army Strong Story
    • Bronze: 22squared | Buffalo Wild Wings: Flavor Fanatics Campaign 2011 Leveraging Flavor Fanatics to Build Momentum

    Cause Marketing Award - Best use of integrated digital marketing focused on the use of digital media as a tactic to advance a cause marketing initiative.

    • Gold: Brains on Fire | Wonderopolis: Inspiring a New Literacy and Learning Experience
    • Silver: WCG | Find the AAAnswers: Saving Lives from Abdominal Aortic Aneurysms (AAA)
    • Bronze: Razorfish | Maxwell House Helps America Be Good to the Last Drop

    Customer Relationship Management Award - Best customer relationship program.

    • Bronze: Fanscape | Humanizing GameStop by Embracing Their Customers with Digital Arms
    • Bronze: Kimberly-Clark | Using the Human Touch to Generate Brand Loyalty

    Measurement Award - Best strategic thinking to measure the impact/success of word of mouth marketing.

    • Gold: MotiveQuest + Euro RSCG | How Sprint Learned That Customer Love Could Cure Their Ills
    • Bronze: Advocacy WOM Ltd. | How We Proved 15X ROI of WOM vs. TV

    Mobile Award - Best use of mobile to generate word of mouth.

    • Gold: Vail Resorts | Combining Facebook, Nike+ and Gowalla With EpicMix

    The 2011 WOMMY Award winners were selected based upon the following criteria: a clearly identified business problem; a well-articulated insight into the problem; a creative solution; and results that relate back to the business problem.

    The case studies from the top award winners will be published in the 2011 “WOM Works” research book, available for sale through WOMMA. The Gold WOMMY winners will be featured in the Nov. 28 issue of Adweek, which will include a special section focused on word of mouth marketing.

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  • The NFL Players Association Changes the Conversation

    Pat McCarthy 9:50 am on November 18, 2011 | 0 Comments Permalink | Post Your Comment!
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    Marketers know that words matter. What was initially known as a “Players Strike” became a “Players Lockout” and it was not by mistake or luck.

    George Atallah and Dominique Foxworth closed yesterday’s sessions with their Keynote on how NFL players changed the conversation around the lockout by mobilizing in social media.

    Football is big business. Billions of dollars are on the line with many vested parties. The owners, like any business people, want to maximize their profits. The media want the same. To do so, the media had to be favorable to the NFL lest they fall out of their good grace. That left the players in a weakened position. How were they to tell their side of the story without the traditional media’ cooperation?

    Many of the players had already set up social media accounts. Some were to connect with fans and some, as Dominique said, were just to find parties. The NFL Players Association found their medium. First, they strove to keep players accurately informed about the negotiations. Then they encouraged players to share their side of the story with the overlying theme “Let us play.”

    The narrative began to shift. Eventually, the fans caught on. Then the media couldn’t ignore it. In the end, the owners couldn’t either. The players’ story and community became their greatest bargaining chip, which led to a more fair deal.

    The strength of a community is unlimited given the right tools. Social media has unlocked the potential of the NFL players along with countless other disenfranchised communities. This isn’t limited to superstar athletes. The validity of a movement can now be judged by the power of its message instead of the size of its budget.

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