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• Case Study: BMW Draws a Crowd
  
  

  Pat McCarthy 11:40 am on January 27, 2012 | 0 Comments Permalink | Post Your Comment!
  Tags: Case Study (13), Creative WOM Ideas (244), International

  Auto marketing so often relies on slick ads with empty, slightly wetted roads being cut through with a spotless ride. While visually stimulating, there is often a deficit between seeing and doing. Auto manufacturers need to get people in their showrooms and behind their wheels. That’s why this campaign stood out.

  BMW launched the 1 series in South Africa. To do so, they set up a huge 100 square meter screen that projected a racing game. Passersby could log into the game with their iPad, which then became their steering wheel.

  Watch the video and let us know what you think. Our reference, Digital Buzz Blog, gave BMW points for ingenuity, but thought the gameplay was a bit too clunky to live up to BMW’s image.

  

  Read more at Digital Buzz Blog

  

  

   

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• (Successfully) Integrating Social Media
  
  

  Pat McCarthy 8:53 am on December 19, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: EU (22), International, Research (498), Social Integration (2), Working in WOMM (89)

  There’s no shortage of people pontificating about integrating social media into business practices. Steven Van Belleghem of InSites Consulting recently surveyed 400 senior marketing managers from the US and UK. The distribution of social integration played out in a bell curve:

  

  The data revealed three necessities for effective integration:

  1. Tangible Investments in education and technology

  2. Strategic integration of social media in planning, organizational structure and goal setting

  3. Social media strategy fully in line with culture and values of the organization

  The report went on to further examine B2B adoption, models for integration success, and ways to measure.

  Watch the slidedeck on Steven’s Slideshare page

  

  

   

• China’s Social Copycats
  
  

  Pat McCarthy 9:37 am on December 5, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Facebook (15), International, Research (498), Twitter (6), WOM and Social Networks (683)

  Many websites are blocked in China, among them are Facebook, Twitter, Vimeo and YouTube. This hasn’t stopped them from social networking.

  For instance:

  • Renren & Kiaxin001 are like Facebook
  • Sina Weibo is like Twitter
  • YouKu is like YouTube
  • Jiepang is like Foursquare and GoWalla

  In a country with about one sixth of the world’s population, these sites are becoming huge players in the global social media field. There’s good reason. China is second to Japan in average number of hours spent online.

  

  And all these folks online tend to trust and buy from brands that are engaging on social media.

  

  Key Takeaway: China has a very interesting digital landscape. It’s development will affect global brands. Those who strive to understand China’s unique online market will have a great advantage.

  See the full infographic, made by the Gerson Lehrman Group, at 1000heads

  

  

   

• Video Case Study: Influential Moms in China Share Dettol
  
  

  Pat McCarthy 11:44 am on December 2, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Case Study (13), Creative WOM Ideas (244), International, Offline WOM (52), WOMMYs (46)

  Dettol, an antiseptic sold worldwide, wanted to up their share of the growing Chinese market where they were third among competitors. Unfortunately, media inflation is also growing in China, often making ad buys too expensive for positive ROI.

  Through interviews with moms, they found that Dettol was mainly used to clean floors despite being useful on all surfaces. They developed a more convenient spray and sent 40,000 sample bottles to 4,000 influential moms with passion for household care. They were so popular, Dettol produced 50,000 more sample bottles.

  

  The Results:

  1. In four weeks, 50,000 moms had used the product.

  2. Online voting found that 98% of users wanted to bottle to be mass produced.

  3. Sales grew 86%.

  4. ROI was 15 times greater than TV advertising.

  Advocacy WOM won the 2011 Gold WOMMY for Momentum for this case study. If you’re doing great word of mouth marketing to bolster momentum, remember to submit your case study to the 2012 WOMMYs after WOMMA’s School of WOM conference this spring.

  

  

   

• Case Study: Group Blogging Lessons from a Small Business
  
  

  Pat McCarthy 10:55 am on September 14, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Blog Marketing (201), Case Study (13), Influencers (57), International, WOM How-to (575)

  Ici et here is a blog for a small organic food and goods shop in Montreal, FAIT ICI. They found 52 local Montrealer foodies to write posts about stories that interplay food and life in Montreal. Their goals were simple: Get great content for owned media, generate earned media attention, and build relationships with local influencers.

  Did it work? In short, yes, quite well. Their website was robust with content. That content drove comments, blog posts, tweets, news pieces and a 100% increase to owned media. And their bloggers have continued to engage FAIT ICI in the store and outside.

  What did they learn?

  Perhaps the most interesting part of the cited post is what they learned from making a group blog.

  1. It all starts with goals and metrics.

  2. Have an editorial calendar and slot in your authors VERY early in the process.

  3. Having a broad rubric instead of forcing authors to write on specific topics was helpful to us.

  4. Select your authors carefully.

  Read the rest of the lessons learned and successes of the program at Communications Conversations

  

  

   

• Millennials are Now Double, Triple, Quadruple Researching
  
  

  Pat McCarthy 9:28 am on July 18, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: EU (22), International, Millennials (9), Research (498)

  Recent research from Edelman and StrategyOne found that Millennials shop around a lot. They aren’t just going to Yelp, but also their friends online and offline, your website, and beyond.

  

  This data shows that your digital profile needs to be succinct. You may look great in 80% of your profile, but the other 20% can easily be the one reason a consumer needs to switch to your competitor.

  Read more about the study on the WOMMA Research Digest.

  

  

   

• Using the Whole Cow: Social Insights Optimization
  
  

  Pat McCarthy 10:24 am on July 11, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Brands and WOM (499), EU (22), International, Research (498)

  A recent survey of VP- and CMO-level marketing executives in Europe found that less than half (45%) use social insights to improve products. This isn’t surprising considering a clear 30% did not feel confident in their understanding of social media. However, not all is lost. 80% use social insights to improve their marketing and PR.

  The customer can have some pretty good ideas. A lot of early excitement about social media revolved around the idea of an instant, continuous and more honest focus group.

  Key Takeaway: Social customer insights help with every part of running a company, so use the whole cow.

  Read more about the study at Bazaarblog

  

  

   

• New Research: You Like This?
  
  

  Pat McCarthy 10:08 am on June 17, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: EU (22), International, Research (498), WOM and Social Networks (683)

  Written by Jorien Langedijk and Willem Sodderland of Buzzer

  Full post in the WOMMA Research Digest

  We live in an era of ‘Likes’, +1, fans and ambassadors. But the fascination of marketers with recommendations has its drawbacks. Research on the credibility and acceptance of online Word of Mouth shows that recommendations suffer from inflation. What is behind this and how can word of mouth keep its positive impact for brands?

  In a study that questioned 1,068 German consumers who share and search for online word of mouth, researchers found these stats:

  •  Since the rise of the ‘social’ Web, we receive 4 times as many recommendations as we used to. On a weekly average, 8 recommendations are received offline, 26 online.

  •  80% of the respondents receive online recommendations when they’re not looking for them.

  •  36% of the respondents admit to being confused by the volume of recommendations.

  •  Skepticism is growing: 79% believe that people are getting paid to spread recommendations and 78% believe that recommendations can be ‘fake’.

  

  Read the full report in the WOMMA Research Digest

  

  

   

• The English National Opera wants to be your Friend
  
  

  Pat McCarthy 9:40 am on June 15, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (244), EU (22), International, Viral Marketing (186)

  Ever wondered how awkward our online social behavior is? Watch this video:

  

  

  

   

• Is the Wallet Antiquated?
  
  

  Pat McCarthy 10:05 am on June 6, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Augmented Reality (11), EU (22), International, Mobile Marketing (57), Research (498)

  The mobile phone has moved so far beyond simply being a phone. One of the most exciting new features is the mobile payment. The March/April 2011 issue of MIT’s Technology review found that global mobile payments are ever increasing, especially in the developing world.

  

  This is not to mention Google’s partnership with Citibank that will allow near field communication payments at the touch of a device.

  Key Takeaway: Reducing the number of clicks per purchase did wonders for Amazon. Think about what mobile can do for brick and mortars.

  Read more at dotWOM