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December 10, 2012
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Word of Mouth and social media marketing news

  Everybody's Talking About ... 
  • Disney's WOMM on wings
    Disney debuted "New Fantasyland" -- a storybook-themed addition to its Disney World theme park -- to much fanfare, wowing guests with a flying mechanical dragon that breathed fireworks as it soared over them. Disney spread the buzz about its patented beast -- which is really a super-light aircraft kept aloft by a hidden parawing and pilot -- through a summer viral video initiative urging fans to "spot the dragon." Gizmag (12/7)
  WOMM at Work 
  • Bears top list of most engaging NFL teams in social media
    The Chicago Bears are the leading NFL team -- when it comes to getting their fans talking via social media, according to data collected by Unmetric on each NFL team's comments, shares, likes and impressions, even if the Dallas Cowboys remain more popular. The Bears had an average social media engagement score of 320 between Sept. 5 and Oct. 5, and Bears Facebook fans also made 1,249 posts -- the highest number for any team -- over that period. The other most engaging teams on social media were the Ravens, Packers, Cowboys and Texans, Unmetric found. (12/4)
  • Chefs' creative license makes Fla. restaurant a WOMM hit
    Chef Mike Moir spent a decade in the kitchen of a Jupiter, Fla., restaurant before deciding to launch his own in 2002. Little Moir's Food Shack immediately started attracting long lines of customers -- and Moir attributes its success to the word-of-mouth marketing generated by the creative freedom his chefs have. "Half the time, I don't even know what's on the menu," Moir said, because the chefs create the menu each morning based on what food is fresh and what ideas they have. (Fort Pierce, Fla.) (12/6)
  Building Blocks of Buzz 
  • Quantify, quantify: It's possible with WOMM, study claims
    Word-of-mouth marketing is tricky to quantify, in spite of clear evidence that it works -- but a recent white paper from MarketShare and the Keller Fay Group claims to have trustworthy new numbers for WOMM, Keller Fay Group CEO Ed Keller writes. Examining brands in four product fields, the study found that a 10% increase in word-of-mouth directly increased sales between 0.2% and 1.5%. "The importance of this analysis is that it helps to move word of mouth from a nice to have activity ... to one that is understood to be a central driver of marketing effectiveness and sales," Keller adds. Jack Myers Report (12/6)
  • Want buzz without backlash? Tread carefully with social media
    Social media is an easy way to generate buzz about your brand -- but beware of buzz that turns ugly, Danny Brown writes. Sharing an uplifting story about how your company helped a customer, as Build-a-Bear did after creating a free bear for a girl with severe health problems, is bound to get positive responses. But sharing a joke that not everyone might agree with, such as Ultimate Fighting Championship's Fox NFL skit about a homeless fighter, could cost your brand more than it's worth, Brown explains. B2C Marketing Insider (12/4)
  • How to use quality content to strengthen your brand
    Creating quality content and finding the right outlets to distribute it are crucial for business-to-business brands wanting to make a strong impression on audiences, Schubert Communications President Richard Carango writes. Carango recommends a three-pronged method: "Build interest, build confidence, and build relationships." For each of those objectives, he recommends several specific tools -- such as search-engine-marketing for generating brand interest and blogs for helping develop relationships with buyers. DMNews (12/7)
  Words from WOMMA 
  • WOMMA Twitter Chat this Thursday: #WOMMAChat
    As 2012 comes to a close, some terrific campaigns have caught our imaginations and inspired marketers to think out of the box and take their companies to new heights. Conversely, there were some tactics that made many of us step back and just yell out “what were they thinking?” What better way to wrap up the year and look ahead with a final 2012 WOMMA Twitter chat with long-time WOMMA member Spredfast. Read more here.
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Alas for those that never sing, But die with all their music in them."
--Oliver Wendell Holmes Sr.,
American physician, writer and poet

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