Fans propel Veronica Mars Kickstarter to fundraising success | Netflix expands Facebook alliance to increase WOMM | Pepsi Max scores viral hit with Jeff Gordon prank video
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March 15, 2013
Word of Mouth Marketing SmartBrief
Word of Mouth and social media marketing news
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Fans propel Veronica Mars Kickstarter to fundraising success
Fans of the defunct television show "Veronica Mars" pledged more than $2 million in about 11 hours to help fund a Kickstarter campaign aimed at producing a feature-length movie based on the show. Show creator Rob Thomas said Warner Bros. would consent to making the film if Thomas was able to demonstrate sufficient fan interest. The Huffington Post (3/14), CBC.ca (Canada) (3/14)
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WOMM at Work
Netflix expands Facebook alliance to increase WOMM
A Netflix agreement with Facebook means that users of the social network will be able to see what Netflix fare their friends are watching and post comments. Netflix CEO Reed Hastings said the move is aimed at boosting word-of-mouth marketing for the subscription service. "You tell your friends about what you watch and they'll watch much more of what we offer," Hastings said. Bloomberg (3/13)
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Pepsi Max scores viral hit with Jeff Gordon prank video
The Jeff Gordon Test Drive video from Pepsi Max, which featured the famous NASCAR driver pulling a prank on a car salesman, racked up more than 5 million views in two days, the latest in a series of successful viral videos from the brand. In the video, a disguised Gordon takes the unsuspecting salesman for a wild test drive around the dealership parking lot. ForexTV.com (3/14)
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Building Blocks of Buzz
Hispanic market ripe for WOMM campaigns
The highly social nature of Hispanic culture makes it an ideal market for businesses to invest in word-of-mouth marketing, writes Chelsea Hickey. With research showing that Hispanics use social media to express opinions about brand experiences more often than non-Hispanic counterparts, they are more likely to become valuable brand advocates who can help boost sales, she writes. iMedia Connection (3/13)
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Effective WOMM starts with influencer outreach
Making a list of influencers around a brand and reaching out to them is an important part of building a word-of-mouth-marketing campaign, writes Paul Jankowski. It can also help to become one of those influencers through a blog or speaking engagements, in addition to building a highly engaged online community and maintaining honesty to build customer trust, he writes. Forbes (3/13)
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How to get started building social engagement around your brand
For businesses that haven't yet built a social media presence, posts on safe topics such as community engagement or education present a low-risk way to start out, said the AARP's Tammy Gordon, discussing social advocacy at a South by Southwest Interactive Festival event. The panelists also noted the importance of facilitating content sharing to get the word out and advised brands to define their business goals before deciding which social media metrics to use to analyze results. MediaPost Communications (3/14)
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Words from WOMMA
Let’s meet the WOMM-U bean
WOMM-U reflects the splendor that is the word of mouth and social media marketing landscape. It is a massive two-day program, giving WOMM and social media the weight and importance it deserves. It is elegant, balanced faculty coming from all reaches of the industry and without any agenda of selling their products or pushing their services. And finally, it is interactive, and lets attendees become part of the learning process or they can sit back and observe the serious knowledge and insights being dished out by the esteemed WOMM-U faculty. Read more at WOMMA.
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FTC issues guidance on disclosures for digital advertising and social media platforms
On March 12, the Federal Trade Commission released its guidance for mobile and other online advertisers that explains how to make disclosures clear and conspicuous to avoid deception. The FTC updated its 2000 guidance and now takes into account the expanding use of smartphones with small screens and the rise of social media marketing. The guidance also contains mock ads that illustrate the updated principles. Read more at All Things WOMM.
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