Talkable Tweets from WOMMA's 2010 "School of WOM"

A Collection of the
Most Talkable Tweets

What’s Talkable?
The Word of Mouth Marketing
Association (WOMMA) held a
3-day conference in Chicago from May 24-26, 2010.

What’s Talkable?
Nearly 300 marketers gathered to
talk about word of mouth and
social media marketing.

What’s Talkable?
More than 2,400 tweets were published. These represent the
most “talkable” tweets.

DAY ONE
Jeffrey Hayzlett
Opening Keynote

What’s Talkable?
CMO of Kodak: "My job is to create tension wherever I go," following a great video of how Kodak has changed over the years.
@sbwhite1
tweeted by:

What’s Talkable?
Kodak did $15B in consumer film 5 years ago, will do $200M last year. Reinventing w/WOM
@jchernov
tweeted by:

What’s Talkable?
80% revenue are from 13 products that did not exist 3 yrs ago. 70% of biz is now b-to-b at kodak
@rrcarter
tweeted by:

What’s Talkable?
60% of Kodak's employees are new in past 4yrs
@rrcarter
tweeted by:

What’s Talkable?
Ppl say "what's the ROI of social media"? I hope they are my competitors cause I'm gonna kick their ass.@jeffreyhayzlett
@mvolpe
tweeted by:

What’s Talkable?
Kodak CMO: "A brand is nothing but a promise delivered." A great new way of looking at it
@sbwhite1
tweeted by:

What’s Talkable?
Why Kodak's brand was fixable, "We had the only product that you would run back into a burning building to save."
@daveyarmon
tweeted by:

What’s Talkable?
Get people talking about your product. Use OPM (Other People's Money). Kodak mktg budget is less than their US ad budget 7 yrs ago.
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
Kodak tiene un "Chief Listening Officer", que "escucha" todaslasconversaciones de la marca en lasredessociales
@jguerrero
tweeted by:

What’s Talkable?
Our Chief Listening Officer is like air traffic controller, sending concerns to ppl who need to respond to them
@rrcarter
tweeted by:

What’s Talkable?
Kodak negative buzz on social media went from 46% to 6% after engaging, and hiring Chief Listening Officer.
@CatchUpLady
tweeted by:

What’s Talkable?
Kodak's 4E's of social media:
engage, educate, excite, evangelize
@Elyse_D
tweeted by:

What’s Talkable?
"It's not about eyeballs and ears, but hearts and minds." -Jeffrey Hayzlett
@JennaL15
tweeted by:

What’s Talkable?
The core of Social Media is not "eyeballs and ears" but rather "hearts and minds.” Go for quality, not quantity.
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
If asked about what the ROI on social is, respond by asking what the “Return on Ignoring" is.
@jchernov
tweeted by:

What’s Talkable?
Ppl don't take pictures, they capture memories- and they want to share them.
@rrcarter
tweeted by:

What’s Talkable?
Telling & sharing stories is the most effective medium available. Tell your stories and help your customers tell your stories.
@rrcarter
tweeted by:

What’s Talkable?
Kodak will put a Share button on all their cameras and email addresses for all digital picframes
@jbell99
tweeted by:

What’s Talkable?
If moments are not shared, they lose their power. That is why FB and Twitter are so powerful. Hayzlett of Kodak.
@JoelWarady
tweeted by:

What’s Talkable?
"We've ruined email. DO NOT ruin word-of-mouth!" – Jeffrey Hayzlett
@pblackshaw
tweeted by:

Building a Community of Customer Evangelists
ConiRechner
Jackie Huba
VP, Discovery Education
Ant’s Eye View

What’s Talkable?
"Customer evangelists are ur customers that luvuso much that they tell every1 abtu” Jackie Huba
@Debbas
tweeted by:

What’s Talkable?
“Before you twitter and do FB and other social media ask why r we doing it” - Jackie Huba
@Debbas
tweeted by:

What’s Talkable?
@JackieHuba for successful WOM make it about something BIGGER (don't just try to sell them stuff)
@tomob
tweeted by:

What’s Talkable?
like Kodak's 4 E's but I really like Jackie Huba's quote: Participation is the 5th P of marketing.
@BRMURPHY
tweeted by:

Generating Brand Advocacy for Boston Market
Dave Blater
Gretchen Paules
BzzAgent
Marketing VP, Boston Market

What’s Talkable?
Love to hear brands forced to be innovative. Boston Market closes 2k stores, uses buzz agent to bring awareness and excitement back
@cindylaning
tweeted by:

What’s Talkable?
@BostonMarket known for wintry comfort food. Average customer 48 years old. Owned by private equity after $MCD disposa
@daveyarmon
tweeted by:

What’s Talkable?
Boston Market does 70% of business between Thanksgiving and New Year.
@jchernov
tweeted by:

What’s Talkable?
Gretchen Paules of Boston Market, Dave Balter of BzzAgent: intent to recommend falls without frequent contact
@JeffSTL
tweeted by:

What’s Talkable?
Advocacy declines over time but sustained interaction from brand prevents drop-off. @davebalter
@jchernov
tweeted by:

Using Inbound Marketing to Generate Qualified Leads
Mike Volpe
IlyaMirman
Hubspot
VP Marketing, Cilk Arts

What’s Talkable?
Nice overview from @ilyamirman and @mvolpe on easy inbound marketing techniques.
@chimoose
tweeted by:

What’s Talkable?
Stop thinking like a marketer and advertiser and start thinking like a publisher andsocializer
@JoelWarady
tweeted by:

What’s Talkable?
Companies that blog have 2X the number of inbound links versus companies that don't blog. - Hubspot.
@JoelWarady
tweeted by:

What’s Talkable?
This guy @ilyamirman is singing my song!!: "People don't care about ur product, they care about solving their problems"
@rrcarter
tweeted by:

What’s Talkable?
Attract attention. Be remarkable. Don't even talk about urself. Best SoMe book ever written was b4 SoMe: Godin's Purple Cow
@rrcarter
tweeted by:

Sparking Word of Mouth through Customer Relations
Pete Blackshaw
John Stieger
Nielsen
Procter & Gamble

What’s Talkable?
Consumers derive gratification from sharing pain or gain with others -Pete Blackshaw
@lmccloud567
tweeted by:

What’s Talkable?
Consumer Relations is a big WOM driver
@kaseyklip
tweeted by:

What’s Talkable?
Who are the "lead birds" of your company's WOM? What makes them influential? Listening to John Stieger discuss
@modowd
tweeted by:

What’s Talkable?
From P&G session: "Loyalty isn't enough" aim for user contribution.
@piratewife
tweeted by:

What’s Talkable?
intrstg P&G concept: convert customers who complain to brand advocates. studies show they're the same people
@cindylanning
tweeted by:

What’s Talkable?
Empower your call center agents to become ambassadors. They are one of the biggest faces of your brand to your consumer
@SpenceBramson
tweeted by:

What’s Talkable?
"Employees are an advertising channel." - P&G
@piratewife
tweeted by:

Using Passionate Employees to Help Launch New Business Opportunities
Geno Church
Jamie Plesser
Eric Dodds
Brains on Fire
Best Buy
Brains on Fire

What’s Talkable?
Brains on Fire differentiate between campaigns and movements. Campaigns have a start and an end. Movements continue.
@Joel Warady
tweeted by:

What’s Talkable?
Why are campaigns so filled with the language of war? Prefer the inspiration of movements - @genochurch
@chimoose
tweeted by:

What’s Talkable?
#bestbuy has tapped into the passion of their employees to drive business. It kills me that more companies don't think like this
@chimoose
tweeted by:

What’s Talkable?
Building community is a lot of hard work. Slow down. It takes time. Requires deep relationships. There's not turnkey solution.
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
Lessons learned BBY - you can't just say you're social. You have to do it.
@tomob
tweeted by:

What’s Talkable?
Lessons learned BBY - don't try this without C-level support. Continue to listen - and tweak
@tomob
tweeted by:

What’s Talkable?
Loved learning about the MI11 movement at Best Buy. Took employees passionate about instruments and launched a value add program.
@unterekless
tweeted by:

What’s Talkable?
Good insight and learnings from BestBuy and BoF - scaling national was too ambiitous - community takes time
@jbell99
tweeted by:

DAY ONE
Dan Heath
Closing Keynote

What’s Talkable?
Pumped to hear Dan Heath, author of Made to Stick and Switch, up next at #womma
@CatchUpLady
tweeted by:

What’s Talkable?
"Change is hard" & "people hate change" or not... as per Dan Heath
@KaysTweeting
tweeted by:

What’s Talkable?
Dan Heath explaining the rational vs emotional side of our brains as it relates to change...it's a constant battle
@jzrosenberg
tweeted by:

What’s Talkable?
Change is hardest when your emotional & rational sides disagree
@atmmc
tweeted by:

What’s Talkable?
Dan Heath says to change, Direct the Rider, Motivate the Elephant, and Define the Path
@johnporcaro
tweeted by:

What’s Talkable?
"What is working right now and let's do more of that” - different than problem solving - Dan Heath
@jbell99
tweeted by:

What’s Talkable?
problem=TBU (true but useless) vs bright spots=what's working. This is how problems are solved
@ebayratliff
tweeted by:

What’s Talkable?
Dan Heath doesn't ask what is the problem, and how do we fix it? Instead, ask what's right, and how can you do more of it.
@johnporcaro
tweeted by:

What’s Talkable?
"Obsess about success!" #brilliant advice from Dan Heath
@JennaL115
tweeted by:

What’s Talkable?
In times of change, "What's working & how do we clone it?" beats, "What's wrong & how can we fix it?"
@jchernov
tweeted by:

What’s Talkable?
Replicate what's working vs obsessing on failures. Obsess over success instead of celebrating. Its energy better spent. -Dan Heath
@ebayratliff
tweeted by:

What’s Talkable?
Marketers should think about tapping both the Emotional and Rational to drive change.
@mvolpe
tweeted by:

What’s Talkable?
People can be moved to rally around that which is their own. Play to sense of ownership, belonging and pride. Dan Heath
@rrcarter
tweeted by:

What’s Talkable?
"Behavior is contagious, but for it to be contagious, it needs to be visible.” – Dan Heath
@jchernov
tweeted by:

What’s Talkable?
Dan Heath says sometimes you can change behavior by changing the environment. Amazon One Click. Road Stripes. Urinal targets.
@johnporcaro
tweeted by:

What’s Talkable?
To stimulate change, adjust the environment not the people. Clear the path. (Etch a fly into a urinal. It's a good example).
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
Desire to change comes from emotion, not information — Dan Heath
@chira7710
tweeted by:

What’s Talkable?
great talk by Dan Heath: how to change yourself, your company, your world. smart, simple, and actionable advice.
@meteorsolutions
tweeted by:

DAY TWO
Jeanne Bliss
Opening Keynote

What’s Talkable?
Day 2 at #womma, Jeanne Bliss is on deck: Becoming A Company Customers Love and Cant Live Without.
@BUNN
tweeted by:

What’s Talkable?
how ur company reacts to adversity is the real litmus test of its humanity. Not abt apology; abt repairing emotional trust.
@iron_cho
tweeted by:

What’s Talkable?
beloved companies are proven more proseprous. lower recruiting cost, engaged workforce, margins that exceed competition
@rrcarter
tweeted by:

What’s Talkable?
Beloved brands say sorry - not for the apology's sake, but to repair the emotional bond broken when something goes wrong
@VirginiaMiracle
tweeted by:

What’s Talkable?
"Customers grow the business. Not marketing budgets" - Jeanne Bliss
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
beloved companies believe that employees can and do right thing
@iron_cho
tweeted by:

What’s Talkable?
Beloved companies think about their customers as an ASSET not a cost center. Jeanne Bliss
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
5 decisions beloved companies make: believe, clarity of purpose, be real, be there, say your sorry
@mbamrsmom
tweeted by:

What’s Talkable?
Do you dare to bare what your customers share?
@davekerpen
tweeted by:

What’s Talkable?
Can your org behave in ways that are helpful, human and humble? Then you have a chance in SM
@tomob
tweeted by:

What’s Talkable?
Your employees can be your company's greatest sign of prosperity - are you hiring partners or filling positions?
@auntiekaykay
tweeted by:

What’s Talkable?
Jeanne Bliss is echoing what I am hearing a lot (or just paying attention to) - businesses with meaningful principles/purpose do well
@jbell99
tweeted by:

What’s Talkable?
First and Parting experiences with a brand matter most to a customer. What are your customer experience bookends?
@VirginiaMiracle
tweeted by:

What’s Talkable?
Be deliberate in your customer service and you will foster positive WOM and in-turn profitability
@auntiekaykay
tweeted by:

What’s Talkable?
To be great at customer care you must be FEARLESS about pushing away from legacy practices of your company.
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
beloved comps to look to clarity of purpose, working toward shared value of client 1st always: Lush, Ikea, Zappos
@rrcarter
tweeted by:

What’s Talkable?
Beloved companies allow their employees bring the best version of themselves to work
@mbamrsmom
tweeted by:

What’s Talkable?
do you walk in your clients' shoes? Do you talk to clients who have left you? simply ask them what they need
@rrcarter
tweeted by:

What’s Talkable?
USAA has new hires eat meals that solidiers eat in the field to create empathy 4 clients. 98% retention of clients
@rrcarter
tweeted by:

What’s Talkable?
I love that USAA makes new staff eat MREs to build understanding of their customers
@jbell99
tweeted by:

What’s Talkable?
brands that do it right think person not product
@Schrat
tweeted by:

What’s Talkable?
A beloved company knows how to say they are sorry. Requires swift response, across the silos, with humility, and offers a solution.
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
"Customer love is a reward for irrational business behavior”—Jeanne Bliss
@nadees
tweeted by:

Putting Coke Zero on the Map: Case study on location-based social marketing
Roberto Mastrocola
Sarah Hofstetter
Media & Interactive Mgr, Coca-Cola
360i

What’s Talkable?
Just settling in to hear @cokezero talk about location-based mobile social marketing
@rrcarter
tweeted by:

What’s Talkable?
mobile + social + local = a sum greater than its parts
@iron_cho
tweeted by:

What’s Talkable?
60 million Americans now own smart phones. The power is in mobile and social together.
@Periscope_
tweeted by:

What’s Talkable?
Access creates advocacy. Be available and talk back
@windycitysocial
tweeted by:

What’s Talkable?
access: provide behind the scenes info to customers: one form of currency
@iron_cho
tweeted by:

What’s Talkable?
step 1: listen to peeps to inform your brand's wom objective.
@iron_cho
tweeted by:

What’s Talkable?
step 2: identify the program and platform. @cokezero foursquare.integrates w Twitter and is fastest growing.
@rrcarter
tweeted by:

What’s Talkable?
@cokezero used @foursquare to let consumers know what restaurants served Coke Zero - so simple yet so brilliant
@auntiekaykay
tweeted by:

What’s Talkable?
step 3: create plan of attack. Empower fans, incite fans and grow brand on local level.
@iron_cho
tweeted by:

What’s Talkable?
conversations were already happening; coke zero just activated campaigns to plug into conversations.
@iron_cho
tweeted by:

What’s Talkable?
Coke zero plugs into conversations by checking in and leaving tips on foursquare.
@eBob
tweeted by:

What’s Talkable?
step 4: provide value. Engage and inspire them to become brand advocates
@iron_cho
tweeted by:

What’s Talkable?
@360i says WOM is not a 1 night stand, u have to continue the convow/consumer
@johnnapurcell
tweeted by:

Navigating Regulated Industries: Part One
Learn What Your Next Step Should Be
Tom Wetzel
Karen Yotis
Bruce Foundree
Wetzel & Associates
LexisNexis
Boundas, Skarzynski,
Walsh & Black, LLC

What’s Talkable?
School of WOM hosting a panel discussion on Navigating Regulated Industries. Very relevant and different perspective being offered..
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
Tom Wetzel: Navigating a regulated ind requires awareness of potential cautions. Be productive, cost-efficient, and risk-averse
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
In regulated industries it is critical that you establish a corporate SM philosophy and training for staff and 3rd party agents.
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
In regulated industries: Plan don't experiment. Engage your legal counsel. Revise guidelines. Train, Monitor, Measure.
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
Don't just monitor what's being said about your brand, create a conversation with your customers to create value
@atmmc
tweeted by:

The Difference Between Listening & Hearing
Sam Ford
Peppercorn

What’s Talkable?
Everything that people talk about is self-motivated. Sam Ford.
@lmccloud567
tweeted by:

What’s Talkable?
The internet is the best real-time focus group ever. Leverage it. Listen.
@davekerpen
tweeted by:

What’s Talkable?
When integrating social media, you have to play offense and defense
@JohnFitzBoston
tweeted by:

What’s Talkable?
Consumers share content w/others if it speaks to their identity/cultural cache. Have to invoke personal identity to spark virality
@chirra7710
tweeted by:

How WOM Enables Smaller Brands to Beat Bigger Brands
Joel Warady
Joel Warady Group

What’s Talkable?
Excited to hear how WOM can help smaller brands! @joelwarady
@atmmc
tweeted by:

What’s Talkable?
"WOM requires a reinvention of the entire organization." Is that all?
@SRooks
tweeted by:

What’s Talkable?
Joel Warady "don't forget, u still need to drive sales...bank won't let u deposit brand awareness"
@johnnapurcell
tweeted by:

What’s Talkable?
"When doing SM make your ears as big as possible." Joel Warady
@Debbas
tweeted by:

An Ear for Complaints.
A Bullhorn for Compliments.
Clayton Closson
Quicken Loans

What’s Talkable?
Quicken Loans responds to complaints: Got buy in from senior mgmt, legal, pr, got started w/ online/offline resolution
@davekerpen
tweeted by:

What’s Talkable?
@quickenloans sends every client an email asking for a review-positive reviews are asked 2 create @FlipVideoBrand video testimonials
@auntiekaykay
tweeted by:

Building Pre-Launch via an UnderArm-y
of Dove Visibly Smooth Supporters
Morgan Paige
Emily Bader
Assoc. Brand Mgr., Unilever
Zocola Group

What’s Talkable?
Only in marketing can we take something mundane (shaving your armpits) & make it talkable (maintaining underarm beauty). Kudos Dove
@lmccloud567
tweeted by:

What’s Talkable?
Just heard "exfoliate your underarm" and "imagine a pedicure for your underarm." and I say "no, please, no." (I ain't the target)
@jbell99
tweeted by:

What’s Talkable?
creating activities to drive conversation: people were hesitant to talk about their underarms. opportunity to shape story.
@iron_cho
tweeted by:

What’s Talkable?
reached out to beauty bloggers and extensive Emailed folks and sent samples before it hit market.
@iron_cho
tweeted by:

What’s Talkable?
How can you help influencers be influencers?
@Periscope_
tweeted by:

What’s Talkable?
creating talkable experiences for dove. Provide tools to help influencers be influential.
@iron_cho
tweeted by:

What’s Talkable?
created branded fb page for dove. The goal was not to acquire fans but rather to create environment for influencers to share.
@iron_cho
tweeted by:

What’s Talkable?
Dove: every project has its own base of influencers. Takes lots of research to ID
@eBob
tweeted by:

What’s Talkable?
Excellent presentation by Dove brand and Zocalo's Emily Bader. SegmentWOM: reach the right Influencer with the right opportunity
@patrickthoburn
tweeted by:

Andrew Mason
CEO, Groupon
Keynote Presentation

What’s Talkable?
Listening to Groupon founder, Andrew Mason, at #WOMMA School of WOM. A successful "kid" with a great idea, passion, & simple approach
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
Andrew Mason from @grouponis giving his keynote in shorts. Classic.
@mvolpe
tweeted by:

What’s Talkable?
Groupon started 19 months ago. Now in 18 countries, 140 cities and has 7 MM subscribers.
@Periscope_
tweeted by:

What’s Talkable?
@groupon uses game mechanics and progressive disclosure to introduce folks to "collective buying"
@jpunishill
tweeted by:

What’s Talkable?
Groupon has 50 content people on staff making their offers great content experiences.
@PeteSpande
tweeted by:

What’s Talkable?
Humor and personality will take you far in creating a talkable brand... Andrew Mason, CEO of Groupon.
@strickman
tweeted by:

What’s Talkable?
Groupon's Unsubscribe process is #brilliant
@LikeableMedia
tweeted by:

What’s Talkable?
Groupon realizes you "fucking hate" co's if you actually unsubscribe - and let's you punish them when you do so
http://bit.ly/8jqM0F
@CatchUpLady
tweeted by:

What’s Talkable?
Too funny: when ppl unsubscribe they get a chance to "punish" the guy who subscribed them. Many pplresubscribe!
@rrcarter
tweeted by:

What’s Talkable?
"So many companies are bad at #customerservice that you only have to be kinda good at it." -CEO of @groupon
@JennaL15
tweeted by:

What’s Talkable?
Groupon CEO: "sometimes I think we should intentionally screw up, just so that we can apologize. Saying sorry goes SUCH a long way."
@strickman
tweeted by:

What’s Talkable?
"We take lessons from Zappos for customer service" CEO Groupon #womma . Who are u learning from ?
@Debbas
tweeted by:

What’s Talkable?
Think about how to solve consumers problems instead of juts thinking about how to beat the competition
@auntiekaykay
tweeted by:

What’s Talkable?
"Once you see that the value of customer exceeds the cost of acquisition, take the lid off & go nuts" -- Groupons CEO re: growth
@pblackshaw
tweeted by:

What’s Talkable?
Andrew Mason CEO @Groupon: We don't do marketing research. We just ask what our employees would want as customers
@davekerpen
tweeted by:

What’s Talkable?
Pretty simple! "we just treat our customers the way we want to be treated" Andrew Mason CEO
@rrcarter
tweeted by:

What’s Talkable?
Andrew Mason from @groupon just rocked it at #WOMMA. But not with the rockstar attitude. Refreshing.
@Ian_Sohn
tweeted by:

Mastering the Art of Enterprise-wide Social Media Integration
Diane Terrell
VP. Corp. Comm., FedEx

What’s Talkable?
Good point made by Diane Terrell of @FedExBlog & Visible Technologies' @bcahill that you never reach the finish line in social media
@daveyarmon
tweeted by:

What’s Talkable?
FedEx uses their internal and external early adoptors to propel them forward as social media opportunities are exploited.
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
FedEx created listening pilot w/ @visible_tech using 3 loaned CSR's who went through intense S.M. trainging. Great measrued results.
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
The @fedexblog social media policy took 9 months to create. (Before you criticize, note they have a staff of 300K.)
@jchernov
tweeted by:

What’s Talkable?
By utilizing customer service reps for social media response @Fedexblog saw 24% negative experiences turned positive.
@piratewife
tweeted by:

What’s Talkable?
"We aren't in this for social PR, we are in it for social business - for the long haul." - FedEx
@jchernov
tweeted by:

What’s Talkable?
Diane Terrell, VP Corp Comm @fedexblog: there are no owners of social media, just stewards
@sbwhite1
tweeted by:

What’s Talkable?
@FedExBlog: Ignore noise unless u can help. "When you have anopportunity to engage to influence an outcome, you engage."
@daveyarmon
tweeted by:

What’s Talkable?
Fav comment so far at #WOMMA, "I woulda thought we'd be social in 6 months. But this takes time. It is iterative." @fedexblog
@jchernov
tweeted by:

Learning Why Consumers Talk
Steve Knox
CEO, P&G Tremor

What’s Talkable?
Learning about Advocacy Marketing from Tremor CEO Steve Knox at #WOMMA School of WOM. Schema disruption now on the radar.
@twernor01
tweeted by:

What’s Talkable?
"Success isn't getting somebody to buy something - it's getting somebody to advocate for you”—Steve Knox
@auntiekaykay
tweeted by:

What’s Talkable?
Purchase is not the end of the sales funnel... Brand advocacy is. Tremor CEO
@strickman
tweeted by:

What’s Talkable?
Schemas are mental models of how the world works. Want to create a talkable brand? Interrupt people's schemas and they will talk
@auntiekaykay
tweeted by:

What’s Talkable?
tremor ceo - what gets us to talk about a brand? Creating events that disrupt our equilibrium
@gkushner
tweeted by:

What’s Talkable?
"Amplification w/out advocacy is a waste of money." OfficeMax same-store sales fell 9.6% during "go elf yourself"
@daveyarmon
tweeted by:

Using Social Media in
Crisis Communications
Jenna Lebel
Kimberly Boynton
Carrie Kerpen
Likeable Media
Uno Chicago Grill
Likeable Media

What’s Talkable?
Uno tells how they responded using S.M. when word of their chapter 11 filing became the hot topic. KEY: Listen and engage.
@NW_Mktg_Guy
tweeted by:

What’s Talkable?
UNO Chicago Grill summarizes getting involved with customers: "listen, and engage; listen, and engage."
@johnporcaro
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What’s Talkable?
to address crisis, in Twitter, FB, UNO used geo-targeted messages, status updates, and answers to questions about situation
@johnporcaro
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What’s Talkable?
UNO committed to responding to every single FB/Twitter post. Powerful way to engage.
@johnporcaro
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What’s Talkable?
Through responding to absolutely every post, @UNOChicagoGrillID'edopportunities to create remarkable experiences.
@VirginiaMiracle
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What’s Talkable?
Good advice from Kimberly Boynton of @unochicagogrill be as open, honest & transparent as you can be w/in legal confines
@sbwhite1
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What’s Talkable?
If all you can legally say is "I hear you, I understand your concern" - it's still much better than nothing.
@davekerpen
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Integrating Social Media into your Customer Contact Center
Liat Myers
Mary Naylor
NoahEllie Consulting
VIPDesk

What’s Talkable?
Passive vs Real time, exclusive vs public - SM is completely diff from tradcust call center, requiring a radical mindset shift
@DevinSugameli
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What’s Talkable?
74% choose to do Biz with a company based on service & experience comments offered by on-line friends and family.
@NW_Mktg_Guy
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What’s Talkable?
once upon a time ppl predicted: everyone will be on the internet. VIP desk says: one day every call center will be in social media.
@rrcarter
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What’s Talkable?
empower your call agents to be spokespeople for company. this means hiring ppl who are comfortable online.
@rrcarter
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DAY TWO
Rob Morris
President & Co-Founder, Love146
Closing Keynote

What’s Talkable?
"2 children are sold every minute” Watching very moving video promoting Love146's work w victims of sex slavery
@rrcarter
tweeted by:

What’s Talkable?
Mystery in the name "Love146" causes people to talk
@tomob
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What’s Talkable?
Buzz isn't enough. We need ACTION @LOVE146
@tomob
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What’s Talkable?
Buzz isn't going to change the world. Changing buzz into action will change the world.
@rrcarter
tweeted by:

What’s Talkable?
Never trade long-term influence for short-term popularity @Love146
@johnporcaro
tweeted by:

What’s Talkable?
Slacktivists wear wristbands; activists take action @officiallove146
@jodett
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What’s Talkable?
Strategy, thought & personal engagement help create a movement (@RobLove146)
@davekerpen
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What’s Talkable?
Most amazing class yet bcuz what they do matters. They're not worried abt sales or margins- they're saving lives thx @officiallove146
@piratewife
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DAY THREE
Jim Lecinski
Managing Director of Sales, Google
Keynote Presentation

What’s Talkable?
Jim Lecinski from @google explains how Google uses word of mouth to build its own brand #womma We get to see how Google works!
@sbwhite1
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What’s Talkable?
Here we go! 7 strategies for getting something in the "good/expected" quadrant talked about @JimLecinski from @google
@rrcarter
tweeted by:

What’s Talkable?
1. pose a challenge to the community, eg YouTube symphonyorchestra. 13.5mil views.
@iron_cho
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What’s Talkable?
Google elevated YouTube's image by posing a challenge - a video casting call for the 1st collaborative online symphony
@rrcarter
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What’s Talkable?
2. Hold a contest -- goes hand in hand w #1,eg. google doodles.
@iron_cho
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What’s Talkable?
Doodle 4 Google? very impressive contest that drove amazing content for Google.
@genochurch
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What’s Talkable?
3. Give a gift. Gifts are inherently talkable. Google gave free wiﬁin airports for the holidays.
@iron_cho
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What’s Talkable?
4. Surprise! Last week's interactive pacmangame. There's a "I love googlepacman" group on fb.
@iron_cho
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What’s Talkable?
google "insights for search." Search for "googlepacman" went up 1000% on the pac man week.
@rrcarter
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What’s Talkable?
Google Insights for Search is a free word of mouth analytics tool. http://www.google.com/insights/search/
@davekerpen
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What’s Talkable?
5. Draft on advertising. How to use it as a catalyst for extended conversations?
@iron_cho
tweeted by:

What’s Talkable?
Google asks itself: How can our ads become not the end itself, but the means to drive WOM?
@jchernov
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What’s Talkable?
results from @googleparisianlove during superbowl. Results 110mil views; 463mil impressions beyond game viewers; maps use/mobile up
@iron_cho
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What’s Talkable?
Create your own @google search story: www.youtube.com/searchstories
@JennaL15
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What’s Talkable?
6. Let others tell ur story, eg. "gone google" campaign for google apps users. Map to plot those who have "gone google"
@iron_cho
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What’s Talkable?
Let others spread the word. Give them tools! Give them freebies to help them tell (ie stickers) A maps tool.
@rrcarter
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What’s Talkable?
Google: How can you get OTHERS (ie your customers, fans, partners) to tell your story?
@LikeableMedia
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What’s Talkable?
7.Invitation only! Beta model - exclusivity of "invite only" Creates buzz (& begging! U give invites to others)
@rrcarter
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What’s Talkable?
Qs? what advice do you have for brands that are as sexy as google? @JimLecinski
@rrcarter
tweeted by:

What’s Talkable?
"Test, measure, learn, optimize," Google US Sales MD Jim Lecinski tells #womma attendee who says her ﬁrmisn't as sexy as $GOOG.
@daveyarmon
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What’s Talkable?
Save the Date!
Next WOMMA Conference:
Nov. 17-19 in Las Vegas

What’s Talkable?
www.WOMMA.org

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Talkable Tweets from WOMMA's 2010 "School of WOM"

by Word of Mouth Marketing Association on May 28, 2010

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Talkable Tweets from WOMMA’s 2010 "School of WOM" — Presentation Transcript