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November 14, 2012
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Word of Mouth and social media marketing news

  Everybody's Talking About ... 
  • What will brands and consumers talk about in 2013?
    The Olympics and the U.S. election gave brands a plethora of easy conversation starters this year, Marcus Fischer writes. It may be harder to keep conversations flowing in 2013, so brands will need to work to ensure their social media presences don't stagnate. "In the absence of a shared agenda, brands are going to have to create their own conversations," Fischer writes. Advertising Age (tiered subscription model) (11/12)
  WOMM at Work 
  • Crowdsourcing helps make brands part of the conversation
    Brands are getting better at engaging customers in two-directional conversations -- and some of the smartest are taking those conversations to the next level by crowdsourcing new product ideas and marketing strategies, experts say. That helps ensure a brand's continuing relevancy and makes it part of the "general conversation in their consumers' lives," explains Iris' planning director, Michael Barrett. (U.K) (free content) (11/12)
  • Is "social merchandizing" the next step for marketers?
    Marketers have learned to use social tools to build buzz and strike up conversations with customers -- and now it's time to turn that engagement into sales, writes Kevin Tate. That will come about through "social merchandizing," with marketers using social channels to build buzz for specific products and product lines, with clear pathways to turn online chatter into online and real-world sales. ClickZ (11/13)
  Building Blocks of Buzz 
  • Will marketers learn the right lessons from Obama's victory?
    Barack Obama won the U.S. presidency in 2008 because he created a powerful word-of-mouth-marketing machine to energize his base -- but many marketers were more interested in Obama's specific social media tools than his broader WOMM strategy, writes Richard Robbins. Obama's 2012 win gives brands a second chance to learn the important lesson that old-school buzz matters more than high-tech toys. "The challenge for marketers isn't to get social media followers. ... It is to create passionate brand loyalists," Robbins writes. The Huffington Post (11/13)
  • Brands must take risks to win viral buzz
    Viral content is a powerful marketing tool, but brands need to lay their reputation on the line in order to come up with funny, quirky or otherwise eye-catching content, says Christiaan Van Vuuren. "It's a space that tends to work successfully when people take risks or get a bit naughty or when people do something really funny. You really need to be able to drive that desire for a human being to want to share something," he asserts. (Australia) (11/12)
  • Use social media and video to create compelling testimonials
    Customer and employee testimonials are a great way to build credibility for your brand and its products -- and social video is the most powerful format for disseminating such testimonials, writes Matt Singer. "Social proof sells -- especially when you can look into the eyes of your subject and personally see their credibility," he explains. iMedia Connection (11/12)
  Featured Content 

The best way to find out if you can trust somebody is to trust them."
--Ernest Hemingway,
American author and journalist

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