Word of Mouth Marketing SmartBrief

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February 4, 2013

Word of Mouth and social media marketing news

Everybody's Talking About ...

Super Bowl blackout turns into viral gold for Oreo
Oreo took advantage of the Super Bowl's third-quarter blackout, sharing an image on Twitter captioned with the words "You can still dunk in the dark" that was retweeted thousands of times. Marketing agency 360i attributed the spur-of-the-moment ad's success to a "mission control" it established with Oreo brand executives during the game that enabled the agency to seek lightning-fast approval. "When all of the stakeholders come together so quickly, you've got magic," said 360i President Sarah Hofstetter. BuzzFeed (2/3)

WOMM at Work

Budweiser tops ad ranking with Clydesdale spot
Anheuser-Busch claimed the top spot in USA Today's Ad Meter rankings of Super Bowl commercials for its "Brotherhood" ad featuring a horse breeder sadly watching a young Clydesdale he has trained leave his ranch and happily reuniting with it years later at a parade. Anheuser-Busch also launched a social media campaign asking consumers to suggest names for the Clydesdale foal featured in the commercial to help generate buzz around the spot. Detroit Free Press (2/4)

BlackBerry says WOMM is key metric for new campaign
BlackBerry is using face-to-face demonstrations and a campaign from singer and new global creative director Alicia Keys to show off the capabilities of the new Blackberry 10 operating system and encourage word-of-mouth marketing. The "Keep Moving" campaign will feature Keys, film director Robert Rodriguez and writer Neil Gaiman using the BlackBerry phone to create content. The company also ran an ad during the Super Bowl to get viewers to check out BlackBerry 10 online. Executives say the company will be watching customer buzz as a key metric of success. eWeek (2/2)

Building Blocks of Buzz

Social media engagement a must for restaurants
Some restaurants forbid taking pictures of their food -- but those eateries are missing out on a valuable opportunity to let customers serve as brand ambassadors, writes Ken Mueller. While social media takes control away from a brand looking to manage every aspect of its marketing, it offers a valuable opportunity for word-of-mouth marketing, so brands can't afford to skip out on a conversation that will happen online regardless of whether they participate. It's much more positive to encourage fans to talk about you to WOMM, Mueller adds. B2C Marketing Insider (2/3) , The New York Times (tiered subscription model) (1/22)

WOMM key to fostering brand recognition
Word-of-mouth-marketing can speed up the branding process, which requires a customer repeatedly hearing about a brand before the brand message takes hold, writes marketing agency founder Michael Halligan. "Combine the trustworthy recommendation of a friend or respected figure with regular exposure through other forms of marketing and your brand could spread like wildfire," he notes. StartupSmart.com.au (Australia) (2/4)

Making word-of-mouth marketing work for you
First-time customers are more likely to tell their friends about your business than longtime customers, writes Andy Sernovitz, a word-of-mouth marketing teacher. With this in mind, go out of your way to impress newcomers. He also advises finding out who is referring customers to you and thanking them. "Saying thank you to your talkers isn't just the right thing to do, it's also a fantastic way to generate more referrals," he writes. Duct Tape Marketing (1/31)

Words from WOMMA

Want to prove your company is human? Get your CEO to tweet
Big company executives are virtually invisible on social networks. Whether it's CEOs, CMOs, or CIOs, only a small number of them are finding time to engage with their peers and their customers on Twitter, Facebook, Google+, and other social networks. Most prefer to leave that to their marketing and PR teams. See what else Ekaterina Walter of Intel had to say at All Things WOMM.

Fish mongering doesn't flounder when it comes to WOMM
There's no doubt about it, fish mongering is a dirty business. If you've been to Pike Place Market in Seattle, home to WOMMfest, you've seen the show over at the Fish Company. They toss salmon about, wrap up crab in seconds, and for years, they gave out free fun loving scares to anyone who got too close to an ugly, big mouth fish. Learn more here.

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