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September 5, 2012
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Word of Mouth and social media marketing news

  Everybody's Talking About ... 
  • How social is your organization?
    It's time to put the "social" back into "social marketing," writes Tara Hunt. What matters isn't how many Twitter followers and Facebook fans your brand has, but rather how your organization leverages those connections to build real relationships and generate word-of-mouth buzz at scale. "It's not that people don't shop on social networks, it's that people see social networks as a place to connect, create and build their own brands. Your brand's needs aren't why they are there. ... Instead of thinking of all of the ways to reach your customers, think of all of the ways to improve your relationships with customers so they reach one another," Hunt writes. Harvard Business Review online/HBR Blog Network (9/4)
Report: Top 100 E-Retailers’ Email Strategies
Find out how leading e-retailers are using email to welcome new users, recover abandoned shopping carts, and grab customer attention. Learn what companies are doing right, what they can do to improve engagement, and get recommendations on how to make your emails stand out. Download the report
  WOMM at Work 
  • The word-of-mouth army behind Paul Ryan's 6-pack
    Republican vice-presidential nominee Rep. Paul Ryan, R-Wis., is reportedly a devoted fan of the P90X workout regime, but the buzz surrounding his nomination is just a blip on the exercise brand's radar. The brand first found fame with morning infomercials, but now relies on an army of 94,000 fee-paying "coaches" who earn commissions for selling or recommending the company's products, plus countless unpaid customer testimonials on video sites such as YouTube. Bloomberg Businessweek (9/4)
  • Bad buzz proves painful for Excedrin
    Novartis pulled its painkiller brand Excedrin from store shelves this year amid quality-control concerns -- and now faces a mountain to climb as it seeks to regain consumers' confidence, experts say. Observers note that recalls also offer competitors a chance to win over customers who would normally be using the brand that is now unavailable. Tylenol has weathered similar recalls in recent years because parent company Johnson & Johnson has done such a good job of aligning all its over-the-counter painkiller products with the Tylenol brand, so that problems with one product can be alleviated by the strength of the rest of the brand, experts say. Adweek (9/4)
  • Behind the scenes with the "Kony 2012" production crew
    A 30-minute documentary about African warlord Joseph Kony might seem an unlikely viral smash -- but the "Kony 2012" film, produced by nonprofit Invisible Children, drew millions of views within hours of going live. That's thanks to a deliberate, calculating production process that combined discussion of serious issues with Web-friendly production values, including footage of the director's young son. "If you want to get something watched online, you either have to put funny cats in it or little kids," says Jedidiah Jenkins, Invisible Children's director of idea development. Bloomberg Businessweek (8/30)
  • Aged-care franchise rebrands in search of digital buzz
    Australian aged-care company Just Better Care is retooling its brand in a bid to generate more online and real-world buzz. Care services are "built on people first and foremost," says CEO Trish Noakes, so it pays to facilitate online chatter about your brand. "We know online is where people start their search for services and want a presence that harnesses the impact of online word-of-mouth recommendations," Noakes says. (Australia) (9/4)
Driving Full-Funnel Results With Video Ads
Nearly $29 billion is being spent worldwide on digital video advertising this year. Are you getting the most out of your video investment? Download this new ViralGains ebook to learn how to use video ads to engage consumers at every stage of the customer journey—from awareness to purchase.
  Building Blocks of Buzz 
  • Social buzz doesn't necessarily make us smarter, says Gilt Groupe
    Social media is great for word-of-mouth campaigns, but it's still a work in progress as far as business intelligence is concerned, according to the Gilt Groupe. The luxury e-tailer pulled out all the stops for a recent social analytics program but struggled to generate substantive insights into their customers' behavior. Human sentiment can be difficult to reliably classify as positive, negative or neutral, this article notes. (9/4)
  • How to strike marketing gold on Facebook
    Everyone wants to write a smash-hit viral Facebook post, but very few marketers succeed in doing so, writes Samantha Felix. It helps to post videos or images rather than just text, to have a strong point of view, and being funny helps -- but even then, there are no guarantees, Felix writes. "Viral content takes a lot of creativity, good timing, and a bit of luck," she writes. Business Insider (9/2)
Break The Prisoner's Dilemma in Mobile Ad Fraud
Unfortunately, in the mobile marketing ecosystem, fighting fraud is widely talked about, but when it comes to actions rather than words, no one has a real incentive to truly fight back. Read More to find out what needs to be done to make a change.
  Featured Content 

Winning can be defined as the science of being totally prepared."
--George Allen,
American football coach

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