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February 22, 2013
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Word of Mouth and social media marketing news

  Everybody's Talking About ... 
  • Samsung scores viral hit with EcoBubble video
    Samsung's viral video ad for the EcoBubble washing machine reached the number five spot in its debut on the Advertising Age viral video advertising campaign ranking. Washing machines may seem like a challenging basis for a viral hit, but the video has already racked up more than 13 million views. The documentary-style "Huge Bear Surprises Crew" shows a brown bear interrupting a snowy wilderness photo shoot for the machine to remove its coat and put it in the EcoBubble for a wash as the astonished crew watches. Advertising Age (tiered subscription model) (2/21)
  WOMM at Work 
  • How a Texas gas station chain inspires its fan base
    Texas gas station franchise Buc-ee's has become one of the most successful in the country by providing restrooms that are exceptionally clean and have abundant stalls, a focus that has drawn a loyal fan base eager to pass on rave reviews. Buc-ee's also makes it easy for fans to show off their loyalty by selling a wide variety of clothes and novelty items bearing its logo. Andy Sernovitz blog (2/21) Email this Story
  Building Blocks of Buzz 
  • Real-time brand management requires more than just a quick reaction
    Oreo's speedy social media response to the Super Bowl blackout -- along with Poland Spring's slightly less nimble reaction to Sen. Marco Rubio's midspeech water break -- show the importance of using social media to manage a brand in real time, writes Jeremy Epstein. That means acting quickly in the moment, but also working beforehand to acquire the necessary tools and giving practitioners the agency to make decisions quickly. "Acting quickly ... is critical, but so is global social infrastructure to ensure consistency of brand voice," Epstein argues. SmartBrief/SmartBlog on Social Media (2/21)
  • Use video submissions to take contests to the next level
    Even businesses daunted by the challenges of holding video-submission contests should pursue them because of the potential to create exposure through applicants who post their submissions to social media, writes Deborah Sweeney. Far more than a contest that requires participants to simply "like" a page on Facebook, a video contest means "your brand can circulate further than you thought it might and may even wind up in the laps of major online bloggers and influencers," she notes. Forbes (2/21) Email this Story
  • Businesses need a watchful eye to fend off fake reviews
    Monitoring for and responding to fake online reviews requires businesses to be engaged on review websites and learn how to spot potential fakes, writes Federico Einhorn. Look for reviews that are short on details, contain unrealistic descriptions or are isolated among generally positive comments, then post responses in a courteous tone to apologize for inconvenience while pointing out the inconsistencies in the review or providing a likely explanation for the circumstances around the complaint, he writes. Also, be sure to report possible fake to the site, but do so in a professional manner. Argophilia Travel News (Germany) (2/21) Email this Story
  Words from WOMMA 
  • WOMMfest 2013 Recap
    By day's end, #WOMMfest had nearly 7 million impressions by more than 840 word-of-mouth marketers. We loved every minute of National Word of Mouth Marketing Day and can't say thank you enough for celebrating the true marketing that gets people talking. See what happened.
  • A-to-Z WOM, Part 2: The Rise of Social & The New Purchase Path
    So, why is social so important for businesses? At risk of stating the obvious, social media is where your customers and future customers are spending their time online. According to Nielsen, consumers continue to spend more time on social networks than on any other category of site. In 2012, social accounted for 20% of total time online via PC, and 30% of total time online via mobile. Find out more at WOMMA.
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Never help a child with a task at which he feels he can succeed."
--Maria Montessori,
Italian physician and educator

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