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September 17, 2012
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Word of Mouth and social media marketing news

  Everybody's Talking About ... 
  • Ethical marketing isn't rocket science
    Looking to formulate an ethical code for digital marketing? You could read philosophers such as Sartre, Socrates, Kant and Jeremy Bentham -- or you could simply use your common sense, writes Adam Lehman. Make a serious attempt to abide by industry self-regulatory standards, and treat your clients -- and their personal data -- with genuine respect, and you won't go wrong, Lehman promises. "With this approach, we can advance the marketing goals of our clients, while at the same time making our business a little less risky," he writes. Advertising Age (tiered subscription model) (9/14)
The Spredfast Social Engagement Index Report
Have you ever wondered how your corporate social programs stack up next to other companies? Spredfast has released a full view of the state of corporate social programs in the industry's first Social Engagement Index Report that defines the current state of engagement across social brands. Download the report and find out how you compare to your peers.
  WOMM at Work 
  • Film producers woo Houston's conservative moviegoers
    To promote "2016: Obama’s America," a right-wing political documentary, movie producers decided to focus their efforts on reaching out to Houston's moviegoers. Launching in Texas let marketers target a receptive, solidly conservative demographic, building buzz that soon spread to other states, explains distributor Randy Slaughter. "You hunt where the ducks are. You don't go hunting in a place that doesn't have ducks," he explains. The New York Times (tiered subscription model) (9/15)
  • Grand Rapids viral-video team tries for statewide success
    After the success of their "American Pie" lip-sync video promoting Grand Rapids, Jeff Barrett and Rob Bliss of Status Creative are trying to repeat the trick with a new singalong video aiming to promote the entire state of Michigan. The goal, they say, is simply to get people talking about Michigan in a positive way. "Every time we do one of these projects, we're testing our model and testing it on a bigger and broader scale," Barrett says. MiBiz (Michigan) (9/16)
  • How financial advisers can harness word of mouth
    Word-of-mouth referrals are a great way for financial advisers to win new business -- but to win personal recommendations, you'll first have to win your clients' trust, writes Veronica Dagher. Try initiating a frank discussion about the value your client gets from your services, without being defensive, but while making sure to quickly address any problems your clients are having. "A client certainly isn't going to refer you if they're holding some grudge," Dagher writes. The Wall Street Journal/Financial Adviser blog (9/14)
  Building Blocks of Buzz 
  • 5 ways to wreck your brand's WOM
    Viral marketing stunts don't always go according to plan, writes Tom Clark. Among the most memorable disasters: Sony's cringeworthy rap-and-graffiti PSP campaign; a Chevy Tahoe video-editing application that gave rise to a host of user-generated ads dismissing the auto as an oversized gas guzzler; and a Toyota campaign that hounded people with fake social media stalkers, prompting one distressed target to sue the company for $10 million. "Prospective marketers remember -- when a campaign becomes a felony, you are not doing a good job," Clark notes. Lakestar Media (U.K.) (9/14)
  • Host events to generate buzz for your brand
    Running trades shows, conferences and other events is a great way to build buzz for your company, writes Dave Lavinsky. Getting face-to-face with your customers lets you build a real connection with them, and creates a low-pressure environment in which to solicit testimonials. "Because the energy level is so high and positive at most events, you can get great written, audio and/or video testimonials from attendees," Lavinsky writes. Forbes (9/12)
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Until you value yourself, you won't value your time. Until you value your time, you won't do anything with it."
--M. Scott Peck,
American psychiatrist and author

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