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• 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

  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

  

  

   

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• Case Study: Ben & Jerry’s Fair Tweets
  
  

  Pat McCarthy 10:21 am on August 10, 2011 | 1 Comments Permalink | Post Your Comment!
  Tags: Case Study (16), Creative WOM Ideas (256), Twiiter, WOM and Social Networks (702)

  Ben & Jerry’s prides itself on making great ice cream with the best ingredients. They recently upped the ante by converting all their ingredients to Fair Trade Certified. This move complemented their corporate values well, but only 30% of the public was even aware of fair trade.

  The Solution

  As active tweeters with a vibrant community, Ben & Jerry’s knew that many tweeters weren’t using all of their allotted 140 characters. They developed their Fair Tweets campaign around this fact. Participants who wrote a short tweet such as “Loving the new dog park” would automatically have a message plus link from Ben & Jerry’s. The full tweet would read something like:

  Loving the new dog park. You know what’s fair? Putting leftover Twitter characters to good use.” #FairTrade. http://fair.es/051 #FairTweets

  Ben & Jerry’s bought no advertising to promote the campaign. Their Chunksplunker email club, owned digital spaces and external partners were all that was needed. They also worked with likeminded companies like Honest Tea, Green Mountain Coffee and Seventh Generation to help spread the word to their own networks.

  The Results

  1. 43,600 site visits from over 100 countries

  2. 518,000 Twitter characters contributed

  3. Over 1,000 blog mentions

  Read more about the campaign at PROMO Magazine

  ———

  WOMMA salutes those who use WOM and social media for good. If you’re in that group, submit your case study to this year’s WOMMYs for the Cause Marketing Award. More info here

  Ben & Jerry’s is a WOMMA member.

  

  

   

• It’s Get Savvy Monday
  
  

  Pat McCarthy 9:34 am on July 18, 2011 | 2 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (256), Influencers (60), Research (521), Twiiter

  Sometimes, your day can go a little easier if you have one single goal in mind. And so I’m declaring today to be Get Savvy Monday. Spread the word…

  There are many ways to get savvy. Two that always help me are listening/interacting with really smart people and examining the latest research. I found two great resources that do just that.

  These are smart people (via Eloqua)

  Christian Oestlien – As a manager on the Google+ project, Christian tweets from the frontlines of social media development.

  John Ellett – CEO of digital marketing agency nFusion, John finds great content on the digital world.

  Vicky Brock – A board director for Web Analytics Association, Vicky provides keen insight into web analysis.

  These are smart research studies (via Ad Age)

  “It only takes 20 people to bring an online community to a significant level of activity and connectivity.” (Ning via TheNextWeb)

  “Mobile is one of the fastest-growing platforms in the world. With 40% of U.S. mobile subscribers regularly browsing the internet on their phone and a projected 12.5% of all e-commerce transactions going mobile by the end of the year, it’s a channel that you need to be aware of. According to Google, mobile web traffic will surpass PC traffic by 2013.” (60 Second Marketer)

  “An average of 40 percent of the traffic to the top 25 news sites comes from outside referrals, the study found, with Google Search and, to a lesser extent, Google News the single biggest traffic driver.” (via AFP)

  More research here.

  And if you want to continue learning, WOMMA has an online certificate course starting July 26 that focuses on satisfying the social customer. Learn more here.

  

  

   

• Research: The Best Time to Tweet
  
  

  Pat McCarthy 11:20 am on June 29, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Community Management (134), Microblogging (76), Research (521), Twiiter, WOM and Social Networks (702), WOM How-to (591)

  I’ve been a big fan of Dan Zarrella for some time now. He does a lot of great work for HubSpot as their social scientist. KISSmetrics used Dan’s data to create a nice infographic.

  Peak hours for attracting click-throughs are 6am, 11am, 5pm and 7pm (read: before breakfast, before lunch, before dinner and after dinner):

  

  Facebook wasn’t left out of the data. Sharing peaks at around noon.

  

  Key Takeaway: These data hold their weight, but be sure to continue experimenting with timing. View these as a guide. Every community is different.

  See the full infographic and read more at Ragan and MediaBistro

  

  

   

• Case Studies: Promoted Tweets – Who’s #Winning
  
  

  Pat McCarthy 10:15 am on June 8, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (256), Microblogging (76), Twiiter, WOM How-to (591)

  

  Twitter answered the age old question of how they’re going to make money with Promoted Tweets. Launched a little over a year ago, many brands have tried their hand at Promoted Tweets. Ant’s Eye View wrote a great POV with many examples of what works with promoted tweets.

  From their post:

  · See some of the best promoted tweet campaigns and why they worked: #Winning on Twitter: The Top 10 Promoted Tweets

  · The Next Web highlights 5 Successful Twitter marketing campaigns you should know about

  · If you’re interested in a more detailed look at Promoted Tweets from a campaign perspective, check out this case study from Mongoose metrics on their experience with them.

  · For those more interested in harnessing the power of organically trending topics – this Coca-Cola and Pillsbury case study will shed some light on that powerful opportunity.

  Read the full post at Ant’s Eye View

  

  

   

• Case Study: Watch Your Tone Sir!
  
  

  Pat McCarthy 9:22 am on May 20, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Microblogging (76), Research (521), Twiiter

  Personality matters on Twitter. A recent case study from Nology Media and PEMCO Insurance, both WOMMA members, shows how a bit of tone tweaking can increase engagement. Once PEMCO added personality, some amazing things happened with their community’s tone.

  Upbeat language increased 116% (Defined as positive language, exclamatory phrases and assents)

  

  Community connectivity increased 72% (Defined as socially engaged and inclusive language and frequent @mentions and questions)

  

  During this time, interactions with @PEMCO grew by 56%.

  Lesson Learned: Be positive and conversational. People don’t want the corporate tone in their Twitter stream.

  Read the full case study at Nology Media.

  

  

   

• School of WOM Day 3 Recap
  
  

  Pat McCarthy 7:04 am on May 12, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Brands and WOM (503), Community Management (134), FTC Guidelines (73), Listening (31), Location-Based Marketing (15), Microblogging (76), Twiiter, WOM and Social Networks (702), WOM Ethics (138)

  We bid farewell to School of WOM 2011 yesterday. The third day had many great takeaways particularly in community management and WOM ethics. Here’s the rundown:

  Workshop – Community Management Principles: Consumer Engagement through Building Communities Online

  Presented by Suzanne Marlatt, Community Manager and Jennie Averbook, Digital Strategist, both from Edelman

  Community management is critical to any brand that wants to engage the public through digital embassies such as Facebook, Twitter, blogs and the like. But this new form of brand to consumer relations isn’t straightforward and requires diligent planning. Before delving into community management, Suzanne and Jennie recommended a digital property audit. Examine where you already are and where your audience is. Listen, listen, listen, then execute. You don’t want to put a lot of effort into a platform that isn’t conducive to your audience.

  Once you know where to be, you need to figure out who to be. Developing a brand voice that is consistent with your company and customer culture drives the authenticity of your presence.

  “Review twice. Publish once.” – Suzanne Marlatt

  Day to day community management is comprised of a lot of content production, community interaction, customer service and constant listening. Procedures and best practices change often, so a fair amount of studying is also required. Several resources were suggested…

  Blogs: All Facebook, All Twitter, About Foursquare, OneForty.com

  Social user search: Regator, Twibes, WeFollow, Listorious

  Search/Analytics: 48ers, BackType, Snapbird, SocialMention

  ———-

  Session – McDonald’s Secret Sauce of Social Customer Service

  Presented by Salena Scardina, Director of Social Media, and Kim Musgrave, Manager of Social Media, both of McDonald’s

  McDonald’s has a robust Twitter presence that is used to show the brand’s personality through relevant content and to solve customer problems. The team of three internal tweeters manages customer complaints by keeping close attention to what is said about McDonald’s and their products.

  Taking it Offline

  Like any major brand, McDonald’s receives a solid amount of customer complaints via Twitter. I really loved how they handled these situations. From what I could tell, there were three steps:

  1. Reply quickly and sincerely.

  2. Make the conversation personal.

  3. Send a handwritten snail mail apology/coupon.

  This method often turns a complainer into an advocate. There are ancillary benefits as well. Several of their interactions have led to positive blog posts by prominent bloggers, extending the reach of a single interaction to thousands.

  ———-

  Keynote – Consumer Privacy – What you Need to Know from the FTC

  Presented by C. Steven Baker, Director of the Midwest Regional Office, FTC

  WOMMA was built on ethics. School of WOM was ended by a great update from the FTC. The one overriding theme was encapsulated by a great quote from Richard Sears:

  “Honest is the best policy. I know because I’ve tried both.”

  Before the infamous Sears Catalog, Richard Sears was a bit of a snake oil salesman, albeit a fairly unsuccessful one. When he went straight, it was the birth of an empire.

  Mr. Baker hinted at a few new laws that may hit the books in the coming years:

  1. A Federal Data Breach Law

  2. Do Not Track Legislation

  3. An FTC Proposed Framework for Privacy

  To stay up to date on everything FTC, read Tony DiResta’s blog, DiResta-the-Law.

  

  

   

• Twitter: 5 Years of Change
  
  

  Pat McCarthy 9:22 am on March 21, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Microblogging (76), Twiiter, WOM Trends (738)

  What started as a quick status update network is now a primary social network with hundreds of millions of users. Let’s have a look at what this network has changed.

  1. Customer Engagement – It’s now much easier and way more public. Help desks have been aided by Twitter immensely. Great examples include Best Buy’s Twelpforce & Comcast Cares.

  2. Forced Listening – Companies now need to have a few eyes on Twitter in case buzz turns bad, like copying someone else’s design.

  3. Marketing Paradigms – Twitter helped bring marketing and customer service closer because the need for dialogue with customers.

  4. Word of Mouth – Though the reasons people talk about brands hasn’t changed, Twitter has made billions of these conversations public. Now conversation volume and sentiment are valued KPIs.

  Read more about what Twitter has changed at Simply Business.

  

  

   

• Corporate Social Strategist List Expands
  
  

  Pat McCarthy 9:18 am on March 21, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Creative WOM Ideas (256), Twiiter, Working in WOMM (90)

  Jeremiah Owyang is doing our industry a great service by tracking Social Strategist professionals of companies with over 1000 employees. He just expanded the list to 280. And Marshall Kirkpatrick recently did a fine job compiling the twitter accounts of 141 of these strategists and analyzing their activity.

  If you’re looking for some solid minds to keep up with, I couldn’t think of a better list.

  Here’s what to do: Set us a feed column in Hootsuite, Tweetdeck or whatever you use. Add all these folks and pay attention.

  Read Jeremiah’s full post and Marshall’s full post.

  

  

   

• The Third Type of Thought
  
  

  Pat McCarthy 10:25 am on March 16, 2011 | 0 Comments Permalink | Post Your Comment!
  Tags: Microblogging (76), Twiiter, WOM and Social Networks (702), WOM Trends (738), Working in WOMM (90)

  “Social media has led to a third type of thought: one that you share with a virtual social network instead of those who you may be interacting with in person.” –Rohit Bhargava

  Many have cautioned that social media could change from a tool that enables social interaction to one that dominates it. This is something we have to pay attention to as marketers and, quite frankly, as people. The cited article had a great image [below] of the whirlwind of social that never seems to take a break.

  

  Read more about Rohit’s observations at Influential Marketing Blog