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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:
    View slide
  • 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:
    View slide
  • 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