Google harnesses allure of exclusivity to drive demand for Glass | Raytheon uses real-time event coverage to get fans talking | App looks to aid e-book sharing
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March 8, 2013
Word of Mouth Marketing SmartBrief
Word of Mouth and social media marketing news

Everybody's Talking About ...
Google harnesses allure of exclusivity to drive demand for Glass
Google attracted more than 1.3 million Twitter mentions for its augmented reality glasses in a year by creating an exclusive online community for those who will be first to test out the product, writes Todd Wilms. Google's strategy of limiting entrance to those willing to talk on Twitter about why they want to try Glass and pay $1,500 for the privilege has bolstered demand for the glasses far more than a traditional media campaign could have, he writes. Forbes (3/5)
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WOMM at Work
Raytheon uses real-time event coverage to get fans talking
Creating content around the top-secret Farnborough International Airshow in real time required months of planning, says Raytheon's Chris Hawley. The company wrote up and won approval for much of its social content in advance, then wove in fresh quotes and other details on the day of the show. The content helped the brand build word-of-mouth marketing with influential civilians who can act as advocates for the brand. SmartBrief/SmartBlog on Social Media (3/6)
App looks to aid e-book sharing
Startup Evanidus debuted a beta version of its Boosh application Thursday. Boosh is an e-reader program allowing users to "lend" e-books to friends by sharing a title that is automatically deleted when the friend finishes reading. The aim of the app is help users discover new titles online through social networks. "It's like letting your friends try your favorite wine rather than just telling them where they can buy it," said CEO Steve Kennedy. (U.K.) (3/7)
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Hyatt tries social listening to improve its appeal to women
Hyatt is talking, listening and responding to women through a new campaign involving Branch, Facebook and Twitter. Through Hyatt's "Listening Loop," the hotel chain receives complaints and suggestions from female guests, who account for 37% of Hyatt's customer base and make 82% of all travel decisions. "A lot of traditional brands view social as connecting with consumers and those brands are pushing a message out to them. But we've devised our whole social strategy around the idea that rather than just push out [messages], we're opening the lines of communication," said Dan Moriarty, director of digital strategy for Hyatt. Adweek (3/6)
Building Blocks of Buzz
Memorable discounts can help fuel buzz
Offering unusual or special discounts is a good way to get customers talking about a business, this article notes. A Swedish bus company offers a 1% discount for every minute the bus is late and a bicycle retailer that offers a $100 discount to customers who provide a copy of their police report after a bike theft. Andy Sernovitz blog (3/7)
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Engagement the secret sauce behind Justin Bieber's Twitter success
Justin Bieber has become Twitter's most-followed user in part by engaging with followers through retweets and personal responses rather than tweeting only promotional messages about himself, writes Kim Lachance Shandrow. Noting that just over half of Bieber's tweets are retweets, she adds that his behavior in turn encourages followers to retweet him more often and spread his messages, she writes. Entrepreneur online (3/4)
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Words from WOMMA
WOMM-U registration is now open
Summer classes are now open for registration. We are taking all our WOMM enthusiasts back to school as we gather our next class of WOMM-U graduates this May in Chicago at the Radisson Blue Aqua Hotel. Today's most forward thinking companies and brands understand the integral benefits of an effective word of mouth marketing program. WOMM-U can help provide you with that understanding along with unique insights guaranteed to propel you to the top of the class. Read more at WOMM-U.
Word of Mouth Marketing makes search better
The challenge with improving the relevancy of Internet search is that most of our friends are not content creators. Sure, we might comment from time to time on a friend’s review of a movie they saw recently or answer a question from a colleague about which smartphone to consider, but that's a far stretch from what is required to deliver a consistently high quality "social search" experience at scale. Read at All Things WOMM.
Hope never abandons you, you abandon it."
-- George Weinberg,
American psychologist, writer and activist
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