The document summarizes insights from a marketing conference led by various speakers including John Bell, Emanuel Rosen, and Rob Bondurant, emphasizing the importance of storytelling, word of mouth (WOM) marketing, and social media's role in customer engagement. Key points highlight the need for brands to inspire their customers to share positive experiences and the effectiveness of authentic storytelling over traditional marketing tactics. Notably, statistics show WOM marketing significantly outperforms regular marketing in customer acquisition.

2. DAY ONEJohn Bell | WOMMA PresidentOpening Remarks

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

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

5. 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:

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

7. DAY ONEDr. Walter Carl | ChatThreadsThe State of WOM Address

8. 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:

9. 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:

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

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

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

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

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

15. 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:

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

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

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

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

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

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

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

23. 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:

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

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

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

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

28. 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:

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

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

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

32. 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:

33. 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:

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

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

36. 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:

37. 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:

38. 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:

39. 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:

40. DAY TWORob BonDurant| Morning KeynoteMarketing VP - Patagonia

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

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

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

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

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

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

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

48. 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:

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

50. 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:

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

52. 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:

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

54. 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:

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

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

57. 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:

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

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

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

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

62. 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:

63. What’s Talkable?www.WOMMA.org