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February 8, 2013
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Word of Mouth and social media marketing news

  Everybody's Talking About ... 
  • Early buzz is the best predictor of box office success
    The amount of early buzz associated with a film is the best predictor of financial success, a study shows. Researchers at Sandia National Laboratories looked at data from Google Trends on how often a film was searched in the month before its release, along with the geographic distribution of the searches, and found early buzz to be the key to a film's marketing efforts. "Getting buzz going is more important than genre, than narrative arc, than the producer and George Clooney. There's a snowball effect," said researcher Richard Colbaugh. Science News (2/7) Email this Story
  WOMM at Work 
  • Popchips marketing built around influencers
    The runaway success of popchips comes from the brand's focus on marketing to influencers across various communities, says CEO Keith Belling. While popchips is frequently known for paid celebrity endorsements, it first worked to gain buzz by placing the chips in the hands of tastemakers in places such as the Mercedes-Benz fashion week, the offices of Facebook or onboard a Virgin Airlines flight, Belling notes. Forbes (2/6) Email this Story
  • Durex hopes to get customers talking about delivery service app
    Durex is looking for a viral marketing hit with a new condom delivery service available through an application called SOS Condom. The service promises discreet, 24-hour delivery in under an hour. It is currently available only in Dubai, but Durex has invited residents in other cities to vote on its website to request the delivery service in their area. (2/8) Email this Story
  Building Blocks of Buzz 
  • To get fans talking, abandon integrated marketing
    Businesses looking to make the most of social marketing efforts should work to develop tailored approaches for each network they use, writes Brand Networks CEO Jamie Tedford. Having a platform-specific approach, rather than embracing integrated marketing, is better for inviting audience interaction, he notes. "Brands can broadcast their messages, but consumers and fans also have the opportunity to respond, remix, retweet and generally change your message," he writes. Business Insider (2/7) Email this Story
  • Analysis: Social media's ROI lies in its WOMM potential
    Word-of-mouth marketers have an easier route to demonstrating their campaigns' return on investment than social media marketers do, a study says. Combined online and offline buzz produces improvements in general marketing performance and leads to increases in real-world sales, the study found, with offline chatter having the biggest effect on sales. Spanish-language content targeted toward Hispanics tends to have especially strong results, another study says. Advertising Age (tiered subscription model) (2/6)
  Words from WOMMA 
  • #WOMMAChat on Feb. 14 -- Amplifying WOMM
    As the word of mouth marketing association, it is widely known what marketing tactic we feel generates the most buzz for your company. When it comes to promoting a brand, many people take the conversation offline, which many brands seem to forget. However, when you combine both online and offline word of mouth, true advocacy is amplified. Join us Feb. 14 as we discuss this issue and more at our #WOMMAChat. Read more at WOMMA.
Learn more about WOMMA ->About WOMMA | WOMMAPEDIA | All Things WOMM Blog

I am never bored anywhere: being bored is an insult to oneself."
--Jules Renard,
French author

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