How social media turned "Dungeon Rampage" into a hit | Fan submissions core to outdoor brand's Facebook marketing | Startup connects brands with reviewers
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March 6, 2013
Word of Mouth Marketing SmartBrief
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How social media turned "Dungeon Rampage" into a hit
Rebel Entertainment used social media to turn "Dungeon Rampage," an online video game, into a hit, marketing chief Chad Ludwig says. Facebook users were able to play the game via Facebook Connect, and the company created several online focal points for its community. "It's important to engage them before you launch the product, as you launch the product, and as you continue to enhance it," Ludwig says. ClickZ (3/4)
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WOMM at Work
Fan submissions core to outdoor brand's Facebook marketing
Performance-apparel retailer SmartWool built a loyal and engaged Facebook following by holding campaigns encouraging fans to share stories. The company posts photos of fans celebrating accomplishments such as finishing a first marathon and holds lighthearted campaigns such as "Strip to Your SmartWool," which asked users to submit images of themselves wearing nothing but the company's products. As a result, the company has a referral rate of 96%, said SmartWool's Molly Cuffe. (3/5)
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Startup connects brands with reviewers
New York-based startup Social Media Link lets consumers try out new products by signing up to receive samples from brands such as Kikkoman soy sauce and BIC pens, on the condition they share their experience about the product online. Samples come in "mission" kits that ask a tester to complete a task such as draw a picture using a BIC pen and upload a photo of the drawing to Facebook. GigaOm (3/5)
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Building Blocks of Buzz
Creative teams need relevant info, clear direction to thrive
Getting the best possible work from a creative team comes from the enthusiasm that a brand brings to the project, clarity in what is being assigned and upfront discussions of budget, writes Rina Mallick. Giving the team detailed audience demographics, facts about the product in relation to its competition and a goal for what consumers should do after engaging are also tools to improve creative output. In The Square blog (3/4)
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Blogger influence often overlooked in social marketing strategies
Many brands devote relatively little of their marketing budgets to reaching influencers online, even though a recent survey shows blogs hold heavier sway over purchase decisions than social media engagement, this article notes. Consumers often view bloggers as authority figures, and bloggers can communicate with audiences about brands in a more targeted way than social media can. The Financial (Georgia/Ukraine) (3/4)
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Buffer helps streamline SMBs' social media efforts
Small-business operators should consider using the Buffer application to streamline their social media efforts, writes Melissa Fach. Buffer serves as a scheduling and posting dashboard for multiple accounts across multiple social networks, dramatically reducing the time needed to maintain a broad social media presence. "This is one tool that is so easy to use that it is actually faster than sharing by hand," Fach writes. Small Business Trends (3/4)
Words from WOMMA
UNREAL Candy's community managers engage fans to drive product innovation
UNREAL Candy. It's candy, but probably not as you know it. When Michael got into an argument with his son about Halloween candy, neither of them knew it was going to be the start of a journey to unjunk candy. Using word of mouth and a smart social media presence, UNREAL Candy has grown at an explosive rate as word gets around that there is finally a candy that doesn't contain corn syrup, GMOs, artificial flavors, and other gruesome ingredients. A quick look over UNREAL's Facebook page shows that they have a very unique content strategy that doesn't just talk about the brand, but celebrates all things Unreal and that really helps drive home their message. Read more at All Things WOMM.
Why authentic advocacy is a game-changer in China
Word of mouth recommendations of friends and family have been consistently rated as the number one driver of purchase across countries. According to Nielsen's 2011 Global Trust in Advertising study, 92% of people trust WOM recommendations from friends and family, while the same figure for TV is almost half at 47% and online video sits at 36%. Keeping reading at WOMMA.
Every time you spend money, you're casting a vote for the kind of world you want."
-- Anna Lappé,
American writer, speaker and activist
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