New David Bowie album cover sparks viral sensation | Samsung fuels Galaxy S IV chatter with viral marketing campaign | Study: Subway wins at "social currency"
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March 13, 2013
Word of Mouth Marketing SmartBrief
Word of Mouth and social media marketing news

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New David Bowie album cover sparks viral sensation
A guerrilla advertising campaign for David Bowie's first album in a decade, "The Next Day," has spawned an Internet meme around the white square featured on the album's cover design. Fans have tweeted pictures of the white block's appearances around the world, such as painted on the streets of London and pasted over posters in San Francisco and Berlin. Fans also have posted so many pictures of themselves with white squares obscuring their faces or other scenes that Sony Music made a Facebook application to automatically place a white block over a fan's profile picture. Evening Standard (London) (3/12)
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Samsung fuels Galaxy S IV chatter with viral marketing campaign
Samsung deployed a team of dancers to New York City's Times Square on Tuesday to perform in suits with the number four printed on the back as part of a viral marketing stunt to promote this week's launch of its Galaxy S IV smartphone. Samsung posted a picture of the event to its Twitter account a day after it stirred buzz by tweeting an image of the smartphone's silhouette, inspiring fans to speculate about what features the device will offer. ValueWalk (3/12)
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Study: Subway wins at "social currency"
Subway ranked highest on a list of brands that use social media marketing most effectively, according to consulting firm Vivaldi Partners. The study sought to measure "social currency" by the level at which customers share information about a brand, and found that Subway scored big on engagement with its 21 million Facebook followers. Google ranked second, owing to its own Google+ network, while Target came in third for its many Facebook applications tailored to customer groups such as newlyweds and tech aficionados. Forbes (3/12)
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Crystal Light mobile campaign seeks maximum social engagement
Consumer engagement through social networks is at the heart of the new mobile campaign by Kraft's Crystal Light. A tap on the ad on Us Magazine's mobile site takes users straight to the brand's Facebook page, where they can "like" Crystal Light and view other consumers' thoughts. Mobile Marketer (3/12)
Building Blocks of Buzz
Improve customer service with better engagement
Positive customer experiences are such a crucial word-of-mouth marketing tool that most businesses should be doing more to improve their relationships to customers, writes Brian Honigman. He advises companies to respond in a timely and genuine manner when customers post complaints on social media, to take time to listen to feedback through surveys or Web forums, and to build trust by keeping customers in the loop on changes. Take responsibility for mistakes and always thank customers, he adds. The Huffington Post/Brian Honigman blog (3/12)
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Great viral videos start with a unique perspective
The recent viral success of a video from the Dollar Shave Club extolling the virtues of an uncomplicated razor shows that companies with passionate and unconventional messages are the ones most likely to get people talking, writes Groupon co-founder Brad Keywell. He also notes the unique efforts of companies such as Blendtec, which boosted its blender sales by creating a "Will it blend?" video campaign featuring its blenders taking on items such as light bulbs and credit cards. The Wall Street Journal/The Accelerator blog (3/12)
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Words from WOMMA
WOMMA's very own Community Manager Jessica Murray is in Austin for the SXSW where she is learning, talking, and mingling with all our WOMMA members and beyond. We have caught her journey so far and looks like all the hype was worth the buzz. Check it out in our latest WOMMA Storify.
Top 5 WOMM trends for 2013
There is nothing more top of mind for marketers today than the power of word of mouth marketing. From global brands to mom and pop shops, these companies are enlisting their advocates to do the marketing for them. After all, consumers do trust their friends more than advertising. But, what else do these companies need to know about WOMM to make their 2013 strategies as successful as possible? Find out Thursday. Read more at All Things WOMM.
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Humor is an affirmation of dignity, a declaration of man's superiority to all that befalls him."
-- Romain Gary,
French diplomat, novelist, film director and aviator
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