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March 1, 2013
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Word of Mouth and social media marketing news

  Everybody's Talking About ... 
  • Inventors lend Oreo a hand to help stir up YouTube buzz
    Oreo is launching a viral video campaign based around four inventors it asked to create high-tech cookie-and-creme separating machines as part of the company's effort to boost engagement on its YouTube channel. The first installation features a physicist from Portland, Ore., who devises a multistage robotic device that removes the creme with a hatchet. United Press International/Blog (2/27) Email this Story
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  WOMM at Work 
  • Social media tool helps brands spot, reward influencers
    U.K.-based social media analytics firm PeerIndex has released a platform aimed at allowing businesses identify social media influencers and reach out to them with discounts and products. The program analyzes engagement on social networks to recognize consumers who are influential in their social circles on different topics. The brands blinkbox, Lounge Lover and Chess London have signed up to use the service. The Drum (Glasgow, Scotland) (2/27) Email this Story
  • Aggregation service simplifies online review management
    Texas startup Grapevine is offering an e-mail service that aggregates online customer reviews and notifies companies whenever a new review is posted on sites such as Yelp, TripAdvisor or Google, making it easy to respond. "Instead of having to keep 10 different websites bookmarked on your browser and check them every day, we now do that for you automatically," said co-founder Erik Larson. Silicon Hills (Wimberly, Texas) (2/28) Email this Story
  • Why call-to-action ads are attracting consumer goods marketers
    The consumer goods industry is moving to embrace call-to-action ads. One popular call to action is online coupons that become more valuable when shared, a format embraced by Huggies and other companies hoping to move entirely toward digital couponing in the near future. "The key principle is: If people are taking action, they're retaining information better than if it's passive," says Chris Pape, executive creative director at Genuine Interactive. Advertising Age (tiered subscription model) (2/25)
  Building Blocks of Buzz 
  • How to use pricing schemes to spur conversations
    Innovative product pricing can be an important tool for getting customers talking about a business, writes Andy Sernovitz. He notes the examples of Gym-Pact, which requires members to pay higher fees if they exercise less, and the New York Beer Co., which promotes its less popular beers by adjusting prices according to demand and making sought-after brews more expensive. Andy Sernovitz blog (2/28) Email this Story
  • Marketers "like" Facebook metrics as they search for influencers
    Blogs and Facebook are more likely to influence customers than any other kind of Web presence, apart from retail or branded sites, according to U.S. Internet users surveyed by Technorati Media. Facebook "likes," Twitter followers and Facebook friends were the top-three metrics preferred by marketers, while Peer index, Technorati authority and Kred scores were the least likely, the study found. "As brands get better at identifying influencers and as social budgets rise, the amount devoted to influencer marketing will likely grow alongside," according to eMarketer. eMarketer (2/27)
  Words from WOMMA 
  • How to Write A Content Plan: Part 2
    In part two of my content plan series, I dive into your target audience and live events. Catch a recap of part one here. Your sales team will undoubtedly have target markets, though it will depend hugely on the type of business you're working in. However, getting an idea of the type of buyer will help you plan your marketing calendar, whether that is producing niche articles on the financial services or more generic stuff based on buyer-type rather than industry. This is the most targeted form of content marketing, but in time will help build your library of diverse and relevant content. Read more at WOMMA.
Learn more about WOMMA ->About WOMMA | WOMMAPEDIA | All Things WOMM Blog

Mediocrity knows nothing higher than itself, but talent instantly recognizes genius."
--Sir Arthur Conan Doyle,
Scottish-born writer

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