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    ModifiedTweetsFromWommaupdate ModifiedTweetsFromWommaupdate Presentation Transcript

    • DAY ONE
      John Bell | WOMMA President
      Opening Remarks
    • What’s Talkable?
      John Bell, WOMMA President, reports that social media marketing spending will reach more than $3 BILLION by 2013
      @inkfoundry
      tweeted by:
    • What’s Talkable?
      John Bell: Successful social media programs combine MarCom, Customer Service and Product Development. You need to consider all 3.
      @kristinhersant
      tweeted by:
    • What’s Talkable?
      Twitter cited as de facto social customer service platform – from experience, its expensive channel, wonder how to bring down cost
      @chrissandoval
      tweeted by:
    • What’s Talkable?
      over 90% of all consumer purchases are due to a positive recommendation from
      someone they trust
      @jamesda1
      tweeted by:
    • DAY ONE
      Dr. Walter Carl | ChatThreads
      The State of WOM Address
    • 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
      @TheBlackFin
      tweeted 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.
      @JoryDJ
      tweeted by:
    • What’s Talkable?
      Common mistake is to force media metrics into ROI.
      @timungashick
      tweeted by:
    • What’s Talkable?
      First must establish proof of business performance (test and learn) and then optimization (ROI)
      @NW_Mktg_Guy
      tweeted by:
    • What’s Talkable?
      Simply put and sooooo true RT @inkfoundry #womma ROI is a business metric not a social media marketing metric.
      @lucyhackman
      tweeted by:
    • What’s Talkable?
      "Tie ROI to concrete business outcomes.. First discuss proof of performance.. Not just about metrics." - waltercarl
      @joannjen
      tweeted by:
    • What’s Talkable?
      Normal marketing brings 1.77 new customers. WOM marketing brings 3.6 new customers
      @SpenceBramson
      tweeted 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.
      @kristinhersant
      tweeted by:
    • DAY ONE
      Emanuel Rosen| Author
      “The Anatomy of Buzz Revisited”
    • What’s Talkable?
      Emanuel Rosen: 30% of people who write negative reviews NEVER OWNED the product!
      @davekerpen
      tweeted by:
    • What’s Talkable?
      Second hand detractors, second hand promoters also talk about your brand.
      @genochurch
      tweeted by:
    • What’s Talkable?
      The only way to fight negative/2nd hand detractors is to inspire your promoters to talk.
      @TTaxChristine
      tweeted by:
    • What’s Talkable?
      How often do we forget? it starts with a great story, it can be that simple.
      @genochurch
      tweeted by:
    • What’s Talkable?
      If 80 percent of your customers say they will recommend
      your brand... only approx 30 percent actually will.
      @joshuahammond
      tweeted by:
    • What’s Talkable?
      Creating buzz starts with visual buzz (E. Rosen)
      @hyperdrivei
      tweeted 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_Guy
      tweeted by:
    • What’s Talkable?
      Word of mouth buzz isn't always spoken... sometimes it's visual
      @joshuahammond
      tweeted by:
    • What’s Talkable?
      Create visual buzz, trigger conversation, encourage participation.
      @FlightpathNY
      tweeted by:
    • What’s Talkable?
      Totally digging the idea of visual buzz like the @livestrong bracelets.
      @vemma
      tweeted by:
    • What’s Talkable?
      Visual buzz... We imitate people we admire. We "disimitate" those that we don't identify favorably with.
      @NW_Mktg_Guy
      tweeted 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_Guy
      tweeted by:
    • What’s Talkable?
      What creates buzz? It's about stories. Not slogans.
      @kristinhersant
      tweeted by:
    • What’s Talkable?
      it's about stories, not slogans. > slogans help stories stick when you only have .05 seconds.
      @KClough
      tweeted by:
    • What’s Talkable?
      The biggest enemy of generating buzz is... routine
      @TheBlackFin
      tweeted by:
    • What’s Talkable?
      The more someone thinks about your brand, the more they will
      talk about it. Inspire by engaging them to participate.
      @kristinhersant
      tweeted by:
    • What’s Talkable?
      No subject is too boring, or too sensitive, or too lofty, if it's discussed with a sense of humor.
      @benmcconnell
      tweeted by:
    • What’s Talkable?
      When setting out to solve a problem, don't start by brainstorming, start by listening.
      @chrissandoval
      tweeted by:
    • What’s Talkable?
      Identify the top 3 things people are saying already
      @hyperdrivei
      tweeted 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
      @fayvee
      tweeted 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
      @SpenceBramson
      tweeted by:
    • What’s Talkable?
      "Why hire an agency for social media?" 1: Creativity. 2: Execution. Must do one great;
      best in class=always both.
      @SpringCreekGrp
      tweeted 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
      @rdublife
      tweeted by:
    • DAY TWO
      Rob BonDurant| Morning Keynote
      Marketing VP - Patagonia
    • What’s Talkable?
      Rob Bondurant, Patagonia: We don't sell. We tell stories. Storytelling creates a tribe, more valuable than customers
      @davekerpen
      tweeted by:
    • What’s Talkable?
      Patagonia is selling a story, symbol and a badge. The brand is human. The people are passionate.
      @tsiles
      tweeted by:
    • What’s Talkable?
      Patagonia cycle from customer
      to tribesman; from transaction
      to relationship -not about influencers its about passion
      @inkfoundry
      tweeted by:
    • What’s Talkable?
      "Influencers can be made. Passion cannot" - @robbondurant of Patagonia
      @jaybaer
      tweeted by:
    • What’s Talkable?
      Rob from Patagonia "clear is the new clever" and the Footprint
      Chronicles is a great example
      @jbell99
      tweeted by:
    • What’s Talkable?
      clear is the new clever - great way to describe the transparent brand
      @jlysne
      tweeted by:
    • What’s Talkable?
      Patagonia: Rather hire a climber & teach them to market than hire a marketer & teach them the intricacies of climbing.
      @blabbermouthaz
      tweeted by:
    • What’s Talkable?
      Patagonia lets customers learn their story in an interesting interactive way with a strong brand tie via 'the tin shed'
      @mommy2molly
      tweeted by:
    • What’s Talkable?
      Customers just plain want to reach out and connect with brands – facilitating story-telling truly draws people close
      @MomCentral
      tweeted 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)
      @KatjaPresnal
      tweeted by:
    • What’s Talkable?
      "Trust your brand. Tell your story. Believe in yourself. Have fun." Words of Wisdom from Rob BonDurant, Patagonia
      @joannjen
      tweeted 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
      @Katadhin
      tweeted by:
    • What’s Talkable?
      social is not a substitute for crappy products & services. fix those first, then go social.
      @chrissandoval
      tweeted 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
      @JennFowler
      tweeted by:
    • What’s Talkable?
      Elements of good story telling -- make it interesting, relevant
      and authentic. Works for @sugarlandmusic.
      @KClough
      tweeted by:
    • What’s Talkable?
      Kristianre:authenticity: Our fans can smell pr ppl from miles away. You ppl? You reek to them!
      @JennFowler
      tweeted 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."
      @tomvaughn
      tweeted by:
    • What’s Talkable?
      My take. Heed the SIX DRIVERS OF BRAND CREDIBILITY: trust, authenticity, transparency, affirmation, listening, responsiveness
      @pblackshaw
      tweeted by:
    • What’s Talkable?
      Social media is for solutions, not selling.
      @joshuahammond
      tweeted by:
    • What’s Talkable?
      Comcast's Frank Eliason says service related issues are always among top online conversation drivers for the brand
      @mikespataro
      tweeted by:
    • What’s Talkable?
      67% of brand Twitter accounts are doing customer service, nearly 50% serving offhours and wkends.
      @CatchUpLady
      tweeted by:
    • What’s Talkable?
      WOW @comcastcares: "Our ceo has twitter search on desktop -
      he sees what customers say right away in their own words."
      @tomvaughn
      tweeted by:
    • What’s Talkable?
      www.WOMMA.org