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December 12, 2012
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Word of Mouth and social media marketing news

  Everybody's Talking About ... 
  • Google rides highest on the wave of social video shares
    Google takes the No. 1 spot in Unruly Media's released list of the 10 most-shared video brands in 2012, due to the success of with its "Project Glass: Day One" viral video. The video takes viewers for a ride behind a hypothetical pair of Google glasses. Following Google on the list were Nike, TNT, DC Shoes and Red Bull, respectively. Unruly also reports that the number of ad message "shares" has increased 67% this year to 28 million, compared with 16.8 million in 2011. MediaPost Communications/VidBlog (12/10)
  WOMM at Work 
  • "The Hobbit" battles negative online chatter about its "high frame" tech
    About 60% of the social media conversations about the "high frame" version of "The Hobbit" are negative, according to research company Fizziology. The film, set to open Friday, is the first major motion picture to have a version that moves at 48 frames per second rather than the standard 24 -- a difference some reviewers said sharpened the images but others said made the film appear unrealistic. But the "high frame" version will play in only about 450 of more than 4,000 U.S. and Canadian theaters showing the film, and it likely won't affect the movie's projected $100 million in opening sales. Los Angeles Times (tiered subscription model) (12/10)
  • Customers like social for pre-sales outreach, study says
    Online shoppers say they prefer to use social media during the "awareness" stage of the purchasing process, when they're learning about products or seeking out promotions, according to a Capgemini study. Live chats, e-mail and mobile applications are among the tools seen as more useful for making purchases, tracking shipments and for after-sales care, the study found. eMarketer (12/7)
  Building Blocks of Buzz 
  • Planning a Groupon deal? Be prepared to please
    Many businesses that offer a Groupon deal find themselves with a pile of bad reviews rather than a crowd of excited new customers afterwards, Andy Sernovitz writes. To avoid that, make sure every Groupon-wielding customer has a great first experience and don't offer discounts you'll regret. "My theory is that most small businesses aren't prepared to provide a word-of-mouth-worthy experience for a flood of new customers (and they often blame Groupon unfairly)," he writes. Andy Sernovitz blog (12/10)
  • Building up your social media muscles requires a plan
    Finding sustained success with social media means choosing a social media marketing plan and sticking to it, Brent Pohlman writes. Think of building this discipline in fitness terms, by creating a diet of "lean content" that doesn't get heavy coverage elsewhere and then measuring your results. "Just like someone who works out and checks their weight, people should also monitor their efficiency. Google Analytics is an awesome tool for monitoring results," Pohlman explains. B2C Marketing Insider (12/11)
  • WOMM best practices: The art of rewarding one's advocates
    Some recent marketing reports have suggested that word-of-mouth marketing influences between 20% and 50% of all sales. But while the effectiveness of WOMM is becoming increasingly clear, many companies are struggling to figure out "how or even whether to reward consumers for word-of-mouth sales and leads," Dan Cohen writes. Among Cohen's recommendations: Invite online shoppers to act as "micro-affiliates" and reward them with discounts for boosting brand traffic. Give proper credit to any third parties who help you lift sales. And above all, be transparent about your marketing tactics. Fourth Source (U.K.) (12/10)
  Words from WOMMA 
  • Brand Advocacy Marketing: Inquiring Minds Want to Know
    Marketers are getting smarter when it comes to brand advocates. They realize that advocates can be a powerful word of mouth and amplification channel. They understand that advocates need to be engaged in meaningful ways to have the most impact. And they (hopefully) recognize that just because a person "likes" a brand's Facebook Page, they won't necessarily go so far as to defend the brand. Continue reading at WOMMA.
  • WOMMA Twitter Chat Tomorrow: #WOMMAChat
    As 2012 comes to a close, some terrific campaigns have caught our imaginations and inspired marketers to think out of the box and take their companies to new heights. Conversely, there were some tactics that made many of us step back and just yell out "what were they thinking?" What better way to wrap up the year and look ahead with a final 2012 WOMMA Twitter chat with long-time WOMMA member Spredfast. Read more here.
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Thinking is like loving and dying. Each of us must do it for himself."
--Josiah Royce,
American philosopher



 
 
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