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DAY ONE<br />John Bell | WOMMA President<br />Opening Remarks<br />
What’s Talkable?<br />John Bell, WOMMA President, reports that social media marketing spending will reach more than $3 BIL...
What’s Talkable?<br />John Bell: Successful social media programs combine MarCom, Customer Service and Product Development...
What’s Talkable?<br />Twitter cited as de facto social customer service platform – from experience, its expensive channel,...
What’s Talkable?<br />over 90% of all consumer purchases are due to a positive recommendation from <br />someone they trus...
DAY ONE<br />Dr. Walter Carl | ChatThreads<br />The State of WOM Address<br />
What’s Talkable?<br />Social Media vs. WOM | Social Media = Subset of Word of Mouth. 1) Online WOM 2) Digital Venues 3) Se...
What’s Talkable?<br />How to reach ROI, what&apos;s value? 64k question! What you CAN <br />measure ain&apos;t always what...
What’s Talkable?<br />Common mistake is to force media metrics into ROI. <br />@timungashick<br />tweeted by:<br />
What’s Talkable?<br />First must establish proof of business performance (test and learn) and then optimization (ROI) <br ...
What’s Talkable?<br />Simply put and sooooo true RT @inkfoundry #womma ROI is a business metric not a social media marketi...
What’s Talkable?<br />&quot;Tie ROI to concrete business outcomes.. First discuss proof of performance.. Not just about me...
What’s Talkable?<br />Normal marketing brings 1.77 new customers. WOM marketing brings 3.6 new customers<br />@SpenceBrams...
What’s Talkable?<br />Observation #1: Just &apos;cause you can measure it, doesn&apos;t mean you <br />should. Must measur...
DAY ONE<br />Emanuel Rosen| Author<br />“The Anatomy of Buzz Revisited”<br />
What’s Talkable?<br />Emanuel Rosen: 30% of people who write negative reviews NEVER OWNED the product! <br />@davekerpen<b...
What’s Talkable?<br />Second hand detractors, second hand promoters also talk about your brand.<br />@genochurch<br />twee...
What’s Talkable?<br />The only way to fight negative/2nd hand detractors is to inspire your promoters to talk.<br />@TTaxCh...
What’s Talkable?<br />How often do we forget? it starts with a great story, it can be that simple.<br />@genochurch<br />t...
What’s Talkable?<br />If 80 percent of your customers say they will recommend <br />your brand... only approx 30 percent a...
What’s Talkable?<br />Creating buzz starts with visual buzz (E. Rosen)<br />@hyperdrivei<br />tweeted by:<br />
What’s Talkable?<br />What is visual buzz? It&apos;s when we observe what our friends are doing. Then we talk. Then we act...
What’s Talkable?<br />Word of mouth buzz isn&apos;t always spoken... sometimes it&apos;s visual<br />@joshuahammond<br />t...
What’s Talkable?<br />Create visual buzz, trigger conversation, encourage participation.<br />@FlightpathNY<br />tweeted b...
What’s Talkable?<br />Totally digging the idea of visual buzz like the @livestrong bracelets.<br />@vemma<br />tweeted by:...
What’s Talkable?<br />Visual buzz... We imitate people we admire. We &quot;disimitate&quot; those that we don&apos;t ident...
What’s Talkable?<br />When we create, we share. Things we are proud of, we share. Enable creativity and pride to generate ...
What’s Talkable?<br />What creates buzz? It&apos;s about stories. Not slogans.<br />@kristinhersant<br />tweeted by:<br />
What’s Talkable?<br />it&apos;s about stories, not slogans. &gt; slogans help stories stick when you only have .05 seconds...
What’s Talkable?<br />The biggest enemy of generating buzz is... routine<br />@TheBlackFin<br />tweeted by:<br />
What’s Talkable?<br />The more someone thinks about your brand, the more they will <br />talk about it. Inspire by engagin...
What’s Talkable?<br />No subject is too boring, or too sensitive, or too lofty, if it&apos;s discussed with a sense of hum...
What’s Talkable?<br />When setting out to solve a problem, don&apos;t start by brainstorming, start by listening.<br />@ch...
What’s Talkable?<br />Identify the top 3 things people are saying already<br />@hyperdrivei<br />tweeted by:<br />
What’s Talkable?<br />RT @davekerpen: Social Media is not free. You pay for time, energy and effort. --- Unless you have a...
What’s Talkable?<br />Continues to be a recurring theme. Let your consumer tell their story about their use with your prod...
What’s Talkable?<br />&quot;Why hire an agency for social media?&quot; 1: Creativity. 2: Execution. Must do one great; <br...
What’s Talkable?<br />Up to 90% of word of mouth is offline, yet online gets all attention because it is trackable.<br />Al...
DAY TWO<br />Rob BonDurant| Morning Keynote<br />Marketing VP - Patagonia<br />
What’s Talkable?<br />Rob Bondurant, Patagonia: We don&apos;t sell. We tell stories. Storytelling creates a tribe, more va...
What’s Talkable?<br />Patagonia is selling a story, symbol and a badge. The brand is human. The people are passionate.<br ...
What’s Talkable?<br />Patagonia cycle from customer <br />to tribesman; from transaction <br />to relationship -not about ...
What’s Talkable?<br />&quot;Influencers can be made. Passion cannot&quot; - @robbondurant of Patagonia<br />@jaybaer<br />t...
What’s Talkable?<br />Rob from Patagonia &quot;clear is the new clever&quot; and the Footprint <br />Chronicles is a great...
What’s Talkable?<br />clear is the new clever - great way to describe the transparent brand<br />@jlysne<br />tweeted by:<...
What’s Talkable?<br />Patagonia: Rather hire a climber & teach them to market than hire a marketer & teach them the intric...
What’s Talkable?<br />Patagonia lets customers learn their story in an interesting interactive way with a strong brand tie...
What’s Talkable?<br />Customers just plain want to reach out and connect with brands – facilitating story-telling truly dr...
What’s Talkable?<br />&quot;there is no right and wrong, there are only stories. The limitation never is the budget, imagi...
What’s Talkable?<br />&quot;Trust your brand. Tell your story. Believe in yourself. Have fun.&quot; Words of Wisdom from R...
What’s Talkable?<br />Some traditional marketing truths still hold in social media, if you make a great and interesting pr...
What’s Talkable?<br />social is not a substitute for crappy products & services. fix those first, then go social.<br />@chri...
What’s Talkable?<br />Watching video of Sugarland hiding tickets at a Walmart in Wisconsin. They then uploaded it to YouTu...
What’s Talkable?<br />Elements of good story telling -- make it interesting, relevant<br />and authentic. Works for @sugar...
What’s Talkable?<br />Kristianre:authenticity: Our fans can smell pr ppl from miles away. You ppl? You reek to them!<br />...
What’s Talkable?<br />Super impressed with @Sugarland at #womma. &quot;We were connecting with fans, we had no idea we wer...
What’s Talkable?<br />My take. Heed the SIX DRIVERS OF BRAND CREDIBILITY: trust, authenticity, transparency, affirmation, ...
What’s Talkable?<br />Social media is for solutions, not selling.<br />@joshuahammond<br />tweeted by:<br />
What’s Talkable?<br />Comcast&apos;s Frank Eliason says service related issues are always among top online conversation dr...
What’s Talkable?<br />67% of brand Twitter accounts are doing customer service, nearly 50% serving offhours and wkends.<br...
What’s Talkable?<br />WOW @comcastcares: &quot;Our ceo has twitter search on desktop - <br />he sees what customers say ri...
What’s Talkable?<br />www.WOMMA.org<br />
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  1. 1.
  2. 2. DAY ONE<br />John Bell | WOMMA President<br />Opening Remarks<br />
  3. 3. What’s Talkable?<br />John Bell, WOMMA President, reports that social media marketing spending will reach more than $3 BILLION by 2013<br />@inkfoundry<br />tweeted by:<br />
  4. 4. What’s Talkable?<br />John Bell: Successful social media programs combine MarCom, Customer Service and Product Development. You need to consider all 3.<br />@kristinhersant<br />tweeted by:<br />
  5. 5. What’s Talkable?<br />Twitter cited as de facto social customer service platform – from experience, its expensive channel, wonder how to bring down cost<br />@chrissandoval<br />tweeted by:<br />
  6. 6. What’s Talkable?<br />over 90% of all consumer purchases are due to a positive recommendation from <br />someone they trust <br />@jamesda1<br />tweeted by:<br />
  7. 7. DAY ONE<br />Dr. Walter Carl | ChatThreads<br />The State of WOM Address<br />
  8. 8. What’s Talkable?<br />Social Media vs. WOM | Social Media = Subset of Word of Mouth. 1) Online WOM 2) Digital Venues 3) Set of flexible & scalable Tools<br />@TheBlackFin<br />tweeted by:<br />
  9. 9. What’s Talkable?<br />How to reach ROI, what&apos;s value? 64k question! What you CAN <br />measure ain&apos;t always what you NEED to measure. Yep.<br />@JoryDJ<br />tweeted by:<br />
  10. 10. What’s Talkable?<br />Common mistake is to force media metrics into ROI. <br />@timungashick<br />tweeted by:<br />
  11. 11. What’s Talkable?<br />First must establish proof of business performance (test and learn) and then optimization (ROI) <br />@NW_Mktg_Guy<br />tweeted by:<br />
  12. 12. What’s Talkable?<br />Simply put and sooooo true RT @inkfoundry #womma ROI is a business metric not a social media marketing metric.<br />@lucyhackman<br />tweeted by:<br />
  13. 13. What’s Talkable?<br />&quot;Tie ROI to concrete business outcomes.. First discuss proof of performance.. Not just about metrics.&quot; - waltercarl<br />@joannjen<br />tweeted by:<br />
  14. 14. What’s Talkable?<br />Normal marketing brings 1.77 new customers. WOM marketing brings 3.6 new customers<br />@SpenceBramson<br />tweeted by:<br />
  15. 15. What’s Talkable?<br />Observation #1: Just &apos;cause you can measure it, doesn&apos;t mean you <br />should. Must measure tie to hard business metrics like ROI. <br />@kristinhersant<br />tweeted by:<br />
  16. 16. DAY ONE<br />Emanuel Rosen| Author<br />“The Anatomy of Buzz Revisited”<br />
  17. 17. What’s Talkable?<br />Emanuel Rosen: 30% of people who write negative reviews NEVER OWNED the product! <br />@davekerpen<br />tweeted by:<br />
  18. 18. What’s Talkable?<br />Second hand detractors, second hand promoters also talk about your brand.<br />@genochurch<br />tweeted by:<br />
  19. 19. What’s Talkable?<br />The only way to fight negative/2nd hand detractors is to inspire your promoters to talk.<br />@TTaxChristine<br />tweeted by:<br />
  20. 20. What’s Talkable?<br />How often do we forget? it starts with a great story, it can be that simple.<br />@genochurch<br />tweeted by:<br />
  21. 21. What’s Talkable?<br />If 80 percent of your customers say they will recommend <br />your brand... only approx 30 percent actually will.<br />@joshuahammond<br />tweeted by:<br />
  22. 22. What’s Talkable?<br />Creating buzz starts with visual buzz (E. Rosen)<br />@hyperdrivei<br />tweeted by:<br />
  23. 23. What’s Talkable?<br />What is visual buzz? It&apos;s when we observe what our friends are doing. Then we talk. Then we act. (Emanuel Rosen)<br />@NW_Mktg_Guy<br />tweeted by:<br />
  24. 24. What’s Talkable?<br />Word of mouth buzz isn&apos;t always spoken... sometimes it&apos;s visual<br />@joshuahammond<br />tweeted by:<br />
  25. 25. What’s Talkable?<br />Create visual buzz, trigger conversation, encourage participation.<br />@FlightpathNY<br />tweeted by:<br />
  26. 26. What’s Talkable?<br />Totally digging the idea of visual buzz like the @livestrong bracelets.<br />@vemma<br />tweeted by:<br />
  27. 27. What’s Talkable?<br />Visual buzz... We imitate people we admire. We &quot;disimitate&quot; those that we don&apos;t identify favorably with.<br />@NW_Mktg_Guy<br />tweeted by:<br />
  28. 28. What’s Talkable?<br />When we create, we share. Things we are proud of, we share. Enable creativity and pride to generate buzz. It is what is shared!<br />@NW_Mktg_Guy<br />tweeted by:<br />
  29. 29. What’s Talkable?<br />What creates buzz? It&apos;s about stories. Not slogans.<br />@kristinhersant<br />tweeted by:<br />
  30. 30. What’s Talkable?<br />it&apos;s about stories, not slogans. &gt; slogans help stories stick when you only have .05 seconds. <br />@KClough<br />tweeted by:<br />
  31. 31. What’s Talkable?<br />The biggest enemy of generating buzz is... routine<br />@TheBlackFin<br />tweeted by:<br />
  32. 32. What’s Talkable?<br />The more someone thinks about your brand, the more they will <br />talk about it. Inspire by engaging them to participate.<br />@kristinhersant<br />tweeted by:<br />
  33. 33. What’s Talkable?<br />No subject is too boring, or too sensitive, or too lofty, if it&apos;s discussed with a sense of humor.<br />@benmcconnell<br />tweeted by:<br />
  34. 34. What’s Talkable?<br />When setting out to solve a problem, don&apos;t start by brainstorming, start by listening.<br />@chrissandoval<br />tweeted by:<br />
  35. 35. What’s Talkable?<br />Identify the top 3 things people are saying already<br />@hyperdrivei<br />tweeted by:<br />
  36. 36. What’s Talkable?<br />RT @davekerpen: Social Media is not free. You pay for time, energy and effort. --- Unless you have a GenY free intern <br />@fayvee<br />tweeted by:<br />
  37. 37. What’s Talkable?<br />Continues to be a recurring theme. Let your consumer tell their story about their use with your product. It builds much more buzz<br />@SpenceBramson<br />tweeted by:<br />
  38. 38. What’s Talkable?<br />&quot;Why hire an agency for social media?&quot; 1: Creativity. 2: Execution. Must do one great; <br />best in class=always both.<br />@SpringCreekGrp<br />tweeted by:<br />
  39. 39. What’s Talkable?<br />Up to 90% of word of mouth is offline, yet online gets all attention because it is trackable.<br />Also because it is visible to others<br />@rdublife<br />tweeted by:<br />
  40. 40. DAY TWO<br />Rob BonDurant| Morning Keynote<br />Marketing VP - Patagonia<br />
  41. 41. What’s Talkable?<br />Rob Bondurant, Patagonia: We don&apos;t sell. We tell stories. Storytelling creates a tribe, more valuable than customers<br />@davekerpen<br />tweeted by:<br />
  42. 42. What’s Talkable?<br />Patagonia is selling a story, symbol and a badge. The brand is human. The people are passionate.<br />@tsiles<br />tweeted by:<br />
  43. 43. What’s Talkable?<br />Patagonia cycle from customer <br />to tribesman; from transaction <br />to relationship -not about influencers its about passion<br />@inkfoundry<br />tweeted by:<br />
  44. 44. What’s Talkable?<br />&quot;Influencers can be made. Passion cannot&quot; - @robbondurant of Patagonia<br />@jaybaer<br />tweeted by:<br />
  45. 45. What’s Talkable?<br />Rob from Patagonia &quot;clear is the new clever&quot; and the Footprint <br />Chronicles is a great example<br />@jbell99<br />tweeted by:<br />
  46. 46. What’s Talkable?<br />clear is the new clever - great way to describe the transparent brand<br />@jlysne<br />tweeted by:<br />
  47. 47. What’s Talkable?<br />Patagonia: Rather hire a climber & teach them to market than hire a marketer & teach them the intricacies of climbing.<br />@blabbermouthaz<br />tweeted by:<br />
  48. 48. What’s Talkable?<br />Patagonia lets customers learn their story in an interesting interactive way with a strong brand tie via &apos;the tin shed&apos; <br />@mommy2molly<br />tweeted by:<br />
  49. 49. What’s Talkable?<br />Customers just plain want to reach out and connect with brands – facilitating story-telling truly draws people close<br />@MomCentral<br />tweeted by:<br />
  50. 50. What’s Talkable?<br />&quot;there is no right and wrong, there are only stories. The limitation never is the budget, imagination is the only limit&quot; (Patagonia)<br />@KatjaPresnal<br />tweeted by:<br />
  51. 51. What’s Talkable?<br />&quot;Trust your brand. Tell your story. Believe in yourself. Have fun.&quot; Words of Wisdom from Rob BonDurant, Patagonia<br />@joannjen<br />tweeted by:<br />
  52. 52. What’s Talkable?<br />Some traditional marketing truths still hold in social media, if you make a great and interesting product, people will talk about it<br />@Katadhin<br />tweeted by:<br />
  53. 53. What’s Talkable?<br />social is not a substitute for crappy products & services. fix those first, then go social.<br />@chrissandoval<br />tweeted by:<br />
  54. 54. What’s Talkable?<br />Watching video of Sugarland hiding tickets at a Walmart in Wisconsin. They then uploaded it to YouTube & tweeted out about it<br />@JennFowler<br />tweeted by:<br />
  55. 55. What’s Talkable?<br />Elements of good story telling -- make it interesting, relevant<br />and authentic. Works for @sugarlandmusic.<br />@KClough<br />tweeted by:<br />
  56. 56. What’s Talkable?<br />Kristianre:authenticity: Our fans can smell pr ppl from miles away. You ppl? You reek to them!<br />@JennFowler<br />tweeted by:<br />
  57. 57. What’s Talkable?<br />Super impressed with @Sugarland at #womma. &quot;We were connecting with fans, we had no idea we were doing word of mouth marketing.&quot;<br />@tomvaughn<br />tweeted by:<br />
  58. 58. What’s Talkable?<br />My take. Heed the SIX DRIVERS OF BRAND CREDIBILITY: trust, authenticity, transparency, affirmation, listening, responsiveness<br />@pblackshaw<br />tweeted by:<br />
  59. 59. What’s Talkable?<br />Social media is for solutions, not selling.<br />@joshuahammond<br />tweeted by:<br />
  60. 60. What’s Talkable?<br />Comcast&apos;s Frank Eliason says service related issues are always among top online conversation drivers for the brand<br />@mikespataro<br />tweeted by:<br />
  61. 61. What’s Talkable?<br />67% of brand Twitter accounts are doing customer service, nearly 50% serving offhours and wkends.<br />@CatchUpLady<br />tweeted by:<br />
  62. 62. What’s Talkable?<br />WOW @comcastcares: &quot;Our ceo has twitter search on desktop - <br />he sees what customers say right away in their own words.&quot;<br />@tomvaughn<br />tweeted by:<br />
  63. 63. What’s Talkable?<br />www.WOMMA.org<br />
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