Word of Mouth Marketing SmartBrief

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January 4, 2013

Word of Mouth and social media marketing news

Everybody's Talking About ...

Fiat gets viral buzz with "Motherhood" video
Fiat has attracted almost 2 million views with "The Motherhood" -- a YouTube clip featuring a pasty mom rapping about her parenting experience. The clip, which promotes the Fiat 500L, won over some viewers with its pointed humor, but many others complained that the small car wouldn't be a good fit for many parents. The Globe and Mail (Toronto) (tiered subscription model)/The Hot Button blog (1/2)

WOMM at Work

Social media buzz propels novel's unlikely success
U.K. novelist Jojo Moyes has found runaway success with her most recent book despite its tough premise -- a quadriplegic who loses his will to live -- because friends have recommended it to each other on social media. "It has been word-of-mouth as never before," Moyes said -- a phenomenon she hopes to repeat with the U.S. release of the book and the start of a U.S. book tour this month. Connecticut Post (Fairfield County-Bridgeport) (1/3)

Wine drinkers respond to WOMM, study finds
Word-of-mouth marketing generates high recall with wine drinkers because of the way they research and engage with wine between shopping trips, according to a study from Nielsen Category Fundamentals. The research found that 70% of consumers made the decision about which wine to purchase at the shelf, making pre-store engagement an important marketing tool along with in-store wine samples. MediaPost Communications/Marketing Daily (1/2)

Startup to swap equity for social buzz
Frostbox, a U.K. startup that offers Dropbox-style services for social media users, is seeking to build buzz by offering equity to people who generate enough publicity for the company on social channels. People with Klout scores of 60 and higher are invited to claim a slice of the company, with the precise amount determined by how much social media buzz they generate. Mashable (1/1)

Building Blocks of Buzz

Sharable content adds fuel to your buzz bonfire
Marketers looking to get bloggers to talk about their products are more likely to generate interest if they provide content such as pictures or bios that help create value for a blogger, writes Andy Sernovitz. Rather than just telling people about your ventures, it's better to give potential fans stuff that they can share, as that encourages word-of-mouth marketing. "If you want people to share your stuff, give them stuff to share," he writes. Andy Sernovitz blog (12/30)

Mistrust can undermine reviews effectiveness
The prevalence of fake product reviews on Amazon and resulting consumer wariness has diminished the power of reviews to affect what people purchase, writes Scott Sterling. Companies such as Amazon and Yelp will need to find new ways to weed out fakes in order for customer reviews to become useful marketing tools. "Unless we actually trust these reviews -- and learn to look past single-digit price tags -- the glut of duds that still clutter up online store shelves isn't going anywhere," he notes. Digital Trends (1/2)

Words from WOMMA

WOMMfest in Chicago: Buddy Guy's Legends
WOMMfest is hitting the road and stopping at one of the most talked about locations in all Chicago: Buddy Guy's Legends. On February 19, marketers from across the country will gather to celebrate the tactics and ideas that get people talking. In Chicago, marketers will meet and greet at Buddy Guy's Legends, who was recently honored at the Kennedy Center Honors Gala in Washington D.C. Watch the video here.

Influencers and advocates: Grow and defend
An advocate is the customer who will defend your brand privately and publicly. They'll defend it without being asked, without compensation and, most importantly, they'll defend your brand when you aren't in the room. While small in number, these are the people that must be identified, encouraged, and thanked. Continue reading at All Things WOMM.

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SmartQuote

Beware the fury of a patient man."

--John Dryden,
British poet, critic and playwright

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