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October 31, 2012
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Word of Mouth and social media marketing news

  Everybody's Talking About ... 
  • How "Gangnam Style" became a colossal viral hit
    The viral spread of "Gangnam Style," the colossal global hit from South Korean rapper Psy, was the result of a painstakingly planned digital word-of-mouth-marketing campaign. A report from 10 Yetis shows that Psy's label, YG Entertainment, built up a multiplatform online video-distribution network and a sizable stable of socially savvy artists well in advance of its "Gangnam Style" publicity push. "It is really clear that the campaign was well thought out, well executed and we ... doff our cap to Psy and the YG Entertainment team," says 10 Yetis chief Andy Barr. The Drum (Glasgow, Scotland) (10/30)
  WOMM at Work 
  • Nintendo hopes staggered launches will lead to sustained buzz
    Nintendo has plenty of new Wii U video games in the pipeline but will be staggering their launch dates to give customers a steady stream of things to talk about, says Nintendo boss Satoru Iwata. The company wants to replicate the success of Wii Sports, which created massive buzz when it launched, Iwata explains. "We are hoping to promote word-of-mouth communication among consumers," he says. Gameranx (10/29)
  • How PlayGearz turned a news release into a conversation-starter
    To launch a video game, PlayGearz issued a spoof news release blaming the game's characters for accidentally demolishing an occupied apartment building in an outlandish manner. The stunt shows the value of applying word-of-mouth-marketing techniques to more conventional marketing and communications campaigns, this article notes. Andy Sernovitz blog (10/29)
  • Brands' biggest Sandy-related social media bungles
    A number of brands unwisely decided to turn Hurricane Sandy into a marketing opportunity, Connor Simpson and Rebecca Greenfield write. For example, American Apparel advertised a sale for the areas affected by the storm and Urban Outfitters sent out a tweet that read, "This storm blows (but free shipping doesn't)!" The Atlantic Wire (10/30)
  Building Blocks of Buzz 
  • WOMM isn't free, but it's worth paying for
    Word-of-mouth-marketing campaigns aren't free, but they're quite cost effective, this video. It does cost real money to hire top-notch social media staffers and other WOMM professionals, but the real investment brands must make is of time and energy. That's the only way to come up with creative, buzz-worthy WOMM campaigns. Brand Autopsy (10/30)
  • Why brand advocates matter more than "influencers"
    Dedicated brand advocates, not generic "influencers," are the key to building buzz, wrote Edelman executive Michael Brito in a recent Facebook chat. That's because advocates are brand loyalists who will spread the word without requiring further incentives, Brito explains. "Usually influencers are advocates of a certain vertical ... but rarely are they going to talk about just ONE brand. The advocates will," he writes. BlogWorld (10/30)
  Words from WOMMA 
  • WOMMA Summit is right around the corner
    We are coming down to the final stretch and we want to make sure you don't miss the WOMMA's All-Star marketing conference. Come learn with Pawn Stars, Jackie Huba, John Moore, John Bell or hear tremendous case studies from Extole, Ogilvy, Keller Fay, IBM and so much more. Register today.
  • The Edge of Glory: Sharing Jackie Huba's Findings on Lady Gaga's Social Success
    When it comes to passionate fans, you would be hard-pressed to find a bigger and more recognizable brand than Lady Gaga. With over 49 million Facebook fans and 20 million Twitter followers, Lady Gaga doesn't just tweet to tweet and post to post. Gaga has accumulated one of the most loyal fan bases, aka her "little monsters," thanks to her genuine personality and willingness to push the social buttons many of us are afraid to take. Continue reading at All Things WOMM.
Learn more about WOMMA ->About WOMMA | WOMMA Summit 2012 | All Things WOMM Blog

Where there is no imagination there is no horror."
--Sir Arthur Conan Doyle,
Scottish physician and writer

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