What’s Talkable?The Word of Mouth Marketing Assoc. (WOMMA) put on a 3-day conference in Las Vegas.

What’s Talkable?Over 470 marketers gathered totalk about word of mouth &social media marketing.

What’s Talkable?More than 3,600 tweets were published. These represent the most “talkable” tweets.

DAY ONEJohn Bell | WOMMA PresidentOpening Remarks

What’s Talkable?John Bell, WOMMA President, reports that social media marketing spending will reach more than $3 BILLION by 2013@inkfoundrytweeted by:

What’s Talkable?John Bell: Successful social media programs combine MarCom, Customer Service and Product Development. You need to consider all 3.@kristinhersanttweeted by:

What’s Talkable?"WOM spending increased 10% in 2009 to $1.7b, will grow to $3.04b by 2013”@CatchUpLadytweeted by:

What’s Talkable?Twitter cited as de facto social customer service platform – from experience, its expensive channel, wonder how to bring down cost@chrissandovaltweeted by:

What’s Talkable?over 90% of all consumer purchases are due to a positive recommendation from someone they trust @jamesda1tweeted by:

DAY ONEDr. Walter Carl | ChatThreadsThe State of WOM Address

What’s Talkable?90% of consumers say that they made a purchase because the product was recommended by someone they trust.@kristinhersanttweeted by:

What’s Talkable?Social Media vs. WOM | Social Media = Subset of Word of Mouth. 1) Online WOM 2) Digital Venues 3) Set of flexible & scalable Tools@TheBlackFintweeted by:

What’s Talkable?How to reach ROI, what's value? 64k question! What you CAN measure ain't always what you NEED to measure. Yep.@JoryDJtweeted by:

What’s Talkable?Common mistake is to force media metrics into ROI. @timungashicktweeted by:

What’s Talkable?First must establish proof of business performance (test and learn) and then optimization (ROI) @NW_Mktg_Guytweeted by:

What’s Talkable?5 ways WOM adds value: 1. deflectcost, 2. add revenue ,3. accelerate impact, 4. amplify impact, 5. offers learning and insight @rdublifetweeted by:

What’s Talkable?Simply put and sooooo true RT @inkfoundry #womma ROI is a business metric not a social media marketing metric.@lucyhackmantweeted by:

What’s Talkable?"Tie ROI to concrete business outcomes.. First discuss proof of performance.. Not just about metrics." - waltercarl@joannjentweeted by:

What’s Talkable?WOM has longer value, greaterfinancialimpact than marketing. These customers tend to stay longer, ea brings in 3.6 customers.@JoryDJtweeted by:

What’s Talkable?Customers acquired through WOM generate 2X more revenue than customers acquired through traditional marketing channels.@kristinhersanttweeted by:

What’s Talkable?Normal marketing brings 1.77 new customers. WOM marketing brings 3.6 new customers@SpenceBramsontweeted by:

What’s Talkable?WOM generating $5 for every $1 spent - #WOMMA Marketing Management Analytics@kristinhersanttweeted by:

What’s Talkable?Observation #1: Just 'cause you can measure it, doesn't mean you should. Must measure tie to hard business metrics like ROI. @kristinhersanttweeted by:

What’s Talkable?Observation #2: Be accountable, but don't loose sight of long termgoals. ROI is a short-term goal.@kristinhersanttweeted by:

What’s Talkable?Observation #3: Innovate your research and measurement. Most of the patterns you need to findare hidden.@kristinhersanttweeted by:

DAY ONEEmanuel Rosen| Author“The Anatomy of Buzz Revisited”

What’s Talkable?Emanuel Rosen: 30% of people who write negative reviews NEVER OWNED the product! @davekerpentweeted by:

What’s Talkable?Second hand detractors, second hand promoters also talk about your brand.@genochurchtweeted by:

What’s Talkable?The only way to fight negative/2nd hand detractors is to inspire your promoters to talk.@TTaxChristinetweeted by:

What’s Talkable?How often do we forget? it starts with a great story, it can be that simple.@genochurchtweeted by:

What’s Talkable?If 80 percent of your customers say they will recommend your brand... only approx 30 percent actually will.@joshuahammondtweeted by:

What’s Talkable?Creating buzz starts with visual buzz (E. Rosen)@hyperdriveitweeted by:

What’s Talkable?What is visual buzz? It's when we observe what our friends are doing. Then we talk. Then we act. (Emanuel Rosen)@NW_Mktg_Guytweeted by:

What’s Talkable?Word of mouth buzz isn't always spoken... sometimes it's visual@joshuahammondtweeted by:

What’s Talkable?Create visual buzz, trigger conversation, encourage participation.@FlightpathNYtweeted by:

What’s Talkable?Totally digging the idea of visual buzz like the @livestrong bracelets.@vemmatweeted by:

What’s Talkable?Visual buzz... We imitate people we admire. We "disimitate" those that we don't identify favorably with.@NW_Mktg_Guytweeted by:

What’s Talkable?When we create, we share. Things we are proud of, we share. Enable creativity and pride to generate buzz. It is what is shared!@NW_Mktg_Guytweeted by:

What’s Talkable?What creates buzz? It's about stories. Not slogans.@kristinhersanttweeted by:

What’s Talkable?it's about stories, not slogans. > slogans help stories stick when you only have .05 seconds. @KCloughtweeted by:

What’s Talkable?The biggest enemy of generating buzz is... routine@TheBlackFintweeted by:

What’s Talkable?The more someone thinks about your brand, the more they will talk about it. Inspire by engaging them to participate.@kristinhersanttweeted by:

What’s Talkable?No subject is too boring, or too sensitive, or too lofty, if it's discussed with a sense of humor.@benmcconnelltweeted by:

What’s Talkable?When setting out to solve a problem, don't start by brainstorming, start by listening.@chrissandovaltweeted by:

What’s Talkable?Identify the top 3 things people are saying already@hyperdriveitweeted by:

What’s Talkable?Start by listening. Good advice for WOM and so much more.@smikatweeted by:

DAY ONEBREAKOUT SESSIONS

DAY ONEBREAKOUT SESSIONS

DAY ONEBREAKOUT SESSIONS

What’s Talkable?Who knew Sears has a strong online community? 360k members. Insights used for store and retail betterment.@danracetweeted by:

What’s Talkable?In the 1940s, Betty Crocker brand would get 3,000 letters per day.@spikejonestweeted by:

What’s Talkable?Social Media is not free. You pay for time, energy and effort.@davekerpentweeted by:

What’s Talkable?RT @davekerpen: Social Media is not free. You pay for time, energy and effort. --- Unless you have a GenY free intern @fayveetweeted by:

What’s Talkable?It is always interesting hearing about smaller niche social networks that exist outside the world of Twitter and FB@peterahalltweeted by:

What’s Talkable?Intuit: it's not about doing taxes. It's about taking the pain out of taxes.@spikejonestweeted by:

What’s Talkable?Continues to be a recurring theme. Let your consumer tell their story about their use with your product. It builds much more buzz@SpenceBramsontweeted by:

What’s Talkable?Hanes S.M. success. 1) Set benchmarks in traditional and on-line media first 2) Review brand convos in both mediums 3) Set goals@NW_Mktg_Guytweeted by:

What’s Talkable?"Why hire an agency for social media?" 1: Creativity. 2: Execution. Must do one great;best in class=always both.@SpringCreekGrptweeted by:

What’s Talkable?Up to 90% of word of mouth is offline, yet online gets all attention because it is trackable.Also because it is visible to others@rdublifetweeted by:

DAY TWORob BonDurant| Morning KeynoteMarketing VP - Patagonia

What’s Talkable?Rob Bondurant, Patagonia: We don't sell. We tell stories. Storytelling creates a tribe, more valuable than customers@davekerpentweeted by:

What’s Talkable?Patagonia is selling a story, symbol and a badge. The brand is human. The people are passionate.@tsilestweeted by:

What’s Talkable?Patagonia cycle from customerto tribesman; from transaction to relationship -not about influencers its about passion@inkfoundrytweeted by:

What’s Talkable?"Influencers can be made. Passion cannot" - @robbondurant of Patagonia@jaybaertweeted by:

What’s Talkable?Rob from Patagonia "clear is the new clever" and the Footprint Chronicles is a great example@jbell99tweeted by:

What’s Talkable?clear is the new clever - great way to describe the transparent brand@jlysnetweeted by:

What’s Talkable?Patagonia: Rather hire a climber & teach them to market than hire a marketer & teach them the intricacies of climbing.@blabbermouthaztweeted by:

What’s Talkable?Patagonia lets customers learn their story in an interesting interactive way with a strong brand tie via 'the tin shed' @mommy2mollytweeted by:

What’s Talkable?Tin Shed is Patagonia's social media press room, receives over 300K UMVs, features multimedia, etc - shared w/ bloggers b4 launch@KParrish926tweeted by:

What’s Talkable?Customers just plain want to reach out and connect with brands – facilitating story-telling truly draws people close@MomCentraltweeted by:

What’s Talkable?"there is no right and wrong, there are only stories. The limitation never is the budget, imagination is the only limit" (Patagonia)@KatjaPresnaltweeted by:

What’s Talkable?Imagination, not budget, is the only true limit for Patagonia.@akeatstweeted by:

What’s Talkable?Rob from Patagonia: catalogs are co-created with their customers who sent 100K photos last yearfor inclusion @jbell99tweeted by:

What’s Talkable?Every week, Patagonia VP shares 1-star and 5-star product reviews w/ the designer. Great idea to close the feedback loop.@tompoetweeted by:

What’s Talkable?Patagonia VP says they make things chimp simple for customers.@TrixieWrighttweeted by:

What’s Talkable?Only 42% of Patagonia Web visitors come through home page. (true of most sites - EVERY page could be the "home" page)@jaybaertweeted by:

What’s Talkable?Patagonia: their chat now exceeds phone vol. Moving phone reps to chat. Handle 3/4 conversations at a time.@JohnMacD1tweeted by:

What’s Talkable?"We would rather earn our credibility than get it through paid promotion." RobBonDurantVP Marketing Patagonia@gmslatweeted by:

What’s Talkable?Patagonia: has totally ditched print catalog. New digital catalog is 69 pages - it takes 29 pages before you get to product@davidweigelttweeted by:

What’s Talkable?Wow. Patagonia's benchmark for PR-driven product placement in magazines is 65 monthly mentions.@jaybaertweeted by:

What’s Talkable?Patagonia is internal agency only. ownership, accountability, consistency are the byproducts and benefits.@chrissandovaltweeted by:

What’s Talkable?"Trust your brand. Tell your story. Believe in yourself. Have fun." Words of Wisdom from Rob BonDurant, Patagonia@joannjentweeted by:

What’s Talkable?Great take-way from Patagonia presentation: Trust Your Brand, Tell Your Story, Have Fun. That creates great conversations.@JoelWaradytweeted by:

DAY TWOPanel Discussion“Answers from Academics”

DAY TWOPanel Discussion“Answers from Academics”

What’s Talkable?A stellar panel of academics to answer WOM'stoughest questions@DavidYarustweeted by:

What’s Talkable?The more connected people feel, the more happy and successful they become. – LerzanAksoy, Prof of Mktg, Fordham@JennaWoodultweeted by:

What’s Talkable?Walter Carl, PH.D; 15% of our conversations in any given day include areference to a brand. product, service. Wow@bernierjohntweeted by:

What’s Talkable?Unless ur doing something specific 2 activ8 convos online - most go w/ offlinewomas a natural form of comm.@KParrish926tweeted by:

What’s Talkable?Jonah Berger (Wharton): we love to talk about things (including brands) that paint us in a positive light@davidweigelttweeted by:

What’s Talkable?Barak Libai: we make more decisions by mere looking as opposed to how many times people talk (passive vs active transmission)@davidweigelttweeted by:

What’s Talkable?Jonah Berger: by making your brand more observable, you're increasing the likelihood of people talking about it.@kristinhersanttweeted by:

What’s Talkable?How do we measure "observability" -- now that's a great question?@pblackshawtweeted by:

What’s Talkable?@pblackshaw Isn’t Facebook prominently showing what you’re a fan of a perfect example of “visual word of mouth”(observability)?@jaybaertweeted by:

What’s Talkable?"All influencers are NOT created equally." re: LerzanAksoy - This is where the value of influencer research and eval. is key@KParrish926tweeted by:

What’s Talkable?Good point made that influencersare not created equally. So measure lifetime value of referrals @eyetraffictweeted by:

What’s Talkable?J. Berger: you’re only influential ifyou change behaviors.@chrissandovaltweeted by:

What’s Talkable?Interesting statement. Influencers aren't influencers simply because they have friends. They must also be able to change behavior.@JoelWaradytweeted by:

What’s Talkable?When identifying influencers, U can target using self-reported data, but must look at actions@kristinhersanttweeted by:

What’s Talkable?Jonah Berger: thinking only about influencers ignores how to frame and create contagious content to make products more talkable@jbollertweeted by:

What’s Talkable?Jonah Berger: Tipping Point has got us all focused on the influencer. We need to focus more on "contagious content"@davidweigelttweeted by:

What’s Talkable?Love this... Craft Contagious Content@ShaniSammonstweeted by:

What’s Talkable?I'd much rather create a fan than target an influential.@benmcconnelltweeted by:

What’s Talkable?My big takeaway so far: trad ads work best in short trm. WoM works better in long term and adds 2x the value.@TTaxChristinetweeted by:

What’s Talkable?Make your product more interesting/talkable - then you won't have to "slave away" trying to get ppl to do it for you@kellyelynchtweeted by:

What’s Talkable?Some traditional marketing truths still hold in social media, if you make a great and interesting product, people will talk about it@Katadhintweeted by:

DAY TWOBREAKOUT SESSIONS

DAY TWOBREAKOUT SESSIONS

DAY TWOBREAKOUT SESSIONS

What’s Talkable?Twitter product placement?There is a bird flying around the WOMMA breakout room@tompoetweeted by:

What’s Talkable?social is not a substitute for crappy products & services. fix those first, then go social.@chrissandovaltweeted by:

What’s Talkable?More than 38% of consumer say leaving their house without their cell phone is worse than leaving without their wallet@jbollertweeted by:

What’s Talkable?1/4 of Facebook's 65 million visits is from mobile devices.@blabbermouthaztweeted by:

What’s Talkable?Most common text message sent: "Where are you?" (Is 2nd most common txtmsg"what are you wearing?")@benmcconnelltweeted by:

What’s Talkable?"blogger outreach is dead" - @catchuplady (I largely agree. Bloggers care more about building influence than free stuff)@jaybaertweeted by:

DAY TWOKristian Bush | Sugarland“How Sugarland Sparks WOM from its Fans”

What’s Talkable?Listening to Kristian Bush from Sugarland as to how they utilize marketing in a changing industry. Great stuff!@JoelWaradytweeted by:

What’s Talkable?I'm impressed with how much thought Sugarland has put into understanding the fan experience.@JennFowlertweeted by:

What’s Talkable?Probably goes without saying but make your fans (customers) feel special. Make each of their interactions with you unique@joshuahammondtweeted by:

What’s Talkable?Create smthng unique & memorable for your brand avids to collect, brag about. Give it to them, they will blow u away with passion.@tomvaughntweeted by:

What’s Talkable?Listening to KristianBush from @sugarlandmusic and realizing some of the best marketing ideas don't come from marketers@rdublifetweeted by:

What’s Talkable?"Give fans things that really excite the crap out of them" Ex: ticket scavenger hunts w help of SM - sugarland.@KimInCincitweeted by:

What’s Talkable?Sugarland hiding tickets to soldout concerts. Announcing tips on where they can be found. Brilliant in it's simplicity.@LMcCadneytweeted by:

What’s Talkable?Watching video of Sugarland hiding tickets at a Walmart in Wisconsin. They then uploaded it to YouTube & tweeted out about it@JennFowlertweeted by:

What’s Talkable?Elements of good story telling -- make it interesting, relevantand authentic. Works for @sugarlandmusic.@KCloughtweeted by:

What’s Talkable?Kristianre:authenticity: Our fans can smell pr ppl from miles away. You ppl? You reek to them!@JennFowlertweeted by:

What’s Talkable?We're selling the discovery of us, not us (Kristian Bush)@lmccloud567tweeted by:

What’s Talkable?Super impressed with @Sugarland at #womma. "We were connecting with fans, we had no idea we were doing word of mouth marketing."@tomvaughntweeted by:

What’s Talkable?Really impressed with the depth of insight Kristian Bush from @sugarlandmusic is dropping on the #WOMMA lunch. Brilliant. @greghuntoontweeted by:

DAY THREEChuck Harwood | FTC“The Role of the FTC in Social Media Marketing”

What’s Talkable?Listening to FTC keynote at WOMMA conference re: disclosure/social media guidelines. Trust me, everyone here is listening@pblackshawtweeted by:

What’s Talkable?New endorsement guidelines really an effort to bring FTC up to date with new marketing/ad methods... welcome to the party!@tpontweeted by:

What’s Talkable?FTC: guides states: if a brand can't make a statement itself, then it can't have someone else make that statement on their behalf@davidweigelttweeted by:

What’s Talkable?FTC: Should agencies have to state "results not typical" when sharing case studies with potential clients? Just kidding.@inkfoundrytweeted by:

What’s Talkable?Consumer generated media: Consumers have the right to know when they are being "pitched or sold"@NW_Mktg_Guytweeted by:

What’s Talkable?"These things are not new" (re social media FTC guidelines). We're applying same standards as offline@pblackshawtweeted by:

What’s Talkable?Chuck Harwood says pre-12/1 content can still be subject to new FTC guides. @akeatstweeted by:

What’s Talkable?Harwood: New FTC guidelines "are not really binding law." Meant to educate and inform. Hmm.@BryanPersontweeted by:

What’s Talkable?FTC must monitor over all media. Won't be focused on any one discipline. Limited resources will take broad view@NW_Mktg_Guytweeted by:

What’s Talkable?FTC - enforcement should not be on whether the customer understands the agreement butif they were harmed by it.@timungashicktweeted by:

What’s Talkable?"Risk management" and "compliance" must become part of the vocabulary and culture@jamietedfordtweeted by:

What’s Talkable?Develop a "culture of compliance" in your organization for social media@jamietedfordtweeted by:

What’s Talkable?There is no "cookbook" approach to FTC compliance... but, probably best to create a consistent framework for your business.@tpontweeted by:

DAY THREEPanel Discussion | FTC Guides“The Role of the FTC in Social Media Marketing”

What’s Talkable?Anthony DiResta re new FTC guidelines: Social media is now a regulated industry and we have to deal with it.@jbollertweeted by:

What’s Talkable?Must develop a social media policy in your company. Multi faceted. Conduct periodic audits to be sure policy is being followed.@NW_Mktg_Guytweeted by:

What’s Talkable?QUOTABLE: "Must be a cultural synergy between the marketing/creative team & the legal/compliance team." -- WOMMA lawyer Tony Diresta@pblackshawtweeted by:

What’s Talkable?Brands will have a greater need for monitoring services and staff/agency to comply with FTC guidelines.@inkfoundrytweeted by:

What’s Talkable?My take. Heed the SIX DRIVERS OF BRAND CREDIBILITY: trust, authenticity, transparency, affirmation, listening, responsiveness@pblackshawtweeted by:

What’s Talkable?Evolving programs must be understood as relate to FTC Guides: Giveaways, sponsored convos, moderators/advisors, branded showcases@NW_Mktg_Guytweeted by:

What’s Talkable?@blogher believes new FTC guidelines will help weed out "bad apples", no huge impact on majority@tpontweeted by:

What’s Talkable?The FTC isn't limiting our free speech, but rather helping us to weed out the platform abusers via @JoryDJ@jbollertweeted by:

What’s Talkable?FTC's Harwood: "We're not regulating social media; we're regulating advertising, in whatever form it occurs."@LiveWorldtweeted by:

What’s Talkable?FTC's Harwood: "We're not regulating social media; we're regulating advertising, in whatever form it occurs."@LiveWorldtweeted by:

What’s Talkable?Forrester recommendation with re: to word of mouth marketing: earn it, disclose, don't talk and walk away from the conversation@davidweigelttweeted by:

What’s Talkable?You don't want your brand associated with deception or scams - in its best interest to disclose and conduct good business@jboller: tweeted by:

What’s Talkable?Great best practice summary from Tony DiResta re #FTC guidelines "good disclosure represents good business".@KParrish926tweeted by:

DAY THREEPanel Discussion“Customer Service as a Word of Mouth Engine”

What’s Talkable?Great customer service panel: Best Buy, Levi's, Toyota and Comcast – Social media can improve the customer's experience@joshuahammondtweeted by:

What’s Talkable?Q: What really drives the brand convo? Best Buy: Add value to key questions around solving customer problems. Trusted advisor role@NW_Mktg_Guytweeted by:

What’s Talkable?FTC's Harwood: "We're not regulating social media; we're regulating advertising, in whatever form it occurs."@LiveWorldtweeted by:

What’s Talkable?Levi's Tom Asher says his team's goal is to be viewed as a 'trusted advisor' to consumers in social media@mikespatarotweeted by:

What’s Talkable?Levi's convo starter, buttons that say "My job is to make your butt look awesome" - aligned around goal of becoming trusted advisors@jbollertweeted by:

What’s Talkable?Social media is for solutions, not selling.@joshuahammondtweeted by:

What’s Talkable?Comcast's Frank Eliason says service related issues are always among top online conversation drivers for the brand@mikespatarotweeted by:

What’s Talkable?Comcast: Twitter search tells us more than all of our call center data.@tompoetweeted by:

What’s Talkable?67% of brand Twitter accounts are doing customer service, nearly 50% servingoffhoursand wkends.@CatchUpLadytweeted by:

What’s Talkable?2300 Best Buy employees raised hand 4Twelpforce, pre-screened electronic, enthusiasts, approved by HR and excited to help customers@KimInCincitweeted by:

What’s Talkable?John Bernier says the company has an official voice through PR but they also have 2300 singular voices of employees@mikespatarotweeted by:

What’s Talkable?I love that; @twelpforce is about employee hand raisers that love the stuff they sell and want their customers to love that stuff too@genochurchtweeted by:

What’s Talkable?@twelpforce initiative also helps teach employees how ton interact in the space. Building WOM ambassadors!@carriekerpentweeted by:

What’s Talkable?SM is never a substitute for great products and services. Focus on your customers, SM will be next, natural step.@iamseanmcdonaldtweeted by:

What’s Talkable?Best Buy: Being empowered to fail is important. Don't have to get it all right thefirsttime. Start, Listen. Learn. Try. Adjust.@NW_Mktg_Guytweeted by:

What’s Talkable?Comcast's Eliason says lots of brands have jumped on Twitter but many are pushing messages vs. having a dialogue with customers@mikespatarotweeted by:

What’s Talkable?WOW @comcastcares: "Our ceo has twitter search on desktop - he sees what customers say right away in their own words."@tomvaughntweeted by:

What’s Talkable?Why don't we talk more about customer svc at #WOMMA. @pblackshaw says it's a much harder problem to solve. Like a new language for mktg.@NW_Mktg_Guytweeted by:

What’s Talkable?We've made customer service about cust service metrics not the human aspect of building relationships. SM changes that. @comcastcares@jbollertweeted by:

What’s Talkable?Maybe marketing should report to customer service? Interesting idea. @rabjohnstweeted by:

What’s Talkable?"Simplicity and Intimacy will lead to executive advocacy" for Social Media. "No exec has ever hoped for a poorer customer experience"@NW_Mktg_Guytweeted by:

What’s Talkable?Search your brand + wish to see what your customers wish you did@jbell99tweeted by:

What’s Talkable?Empathy is key to SM/WOM success@d2ktweeted by:

What’s Talkable?Marketing is customer service & customrservce is mrktng. Bad customer service --> superbowlad is meaningless.@davekerpentweeted by:

What’s Talkable?If you have crappy customer service, a super bowl spot, not gonna help!@genochurchtweeted by:

What’s Talkable?Marketing advice from @comcastcares: EVERYONE is an influencer.@davekerpentweeted by:

What’s Talkable?"All your customers today can be your influencers”@canoanatweeted by:

What’s Talkable?Last day at #WOMMA Summit , attending sessions and chatting with the viral marketing brains behind the big brands. Great event!@OMSummittweeted by:

What’s Talkable?Bummed you missed the WOMMA Conference? Then, don’t miss the next one in May 2010.

What’s Talkable?www.WOMMA.org