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

  Everybody's Talking About ... 
  • How a single "superfan" helped the XX go viral
    To promote its new album, indie-rock act the XX gave a single "superfan" -- selected for his frequent posts to the band's social media channels -- exclusive access to a website streaming music from the album. The release went viral as the superfan shared the link on various forums and Facebook pages, and millions of fans were soon listening along. "From a statistical perspective, it's one of the most significant album premieres we've ever done," said Adam Farrell, a marketing executive at the band's music label. The Guardian (London)/Music Blog (9/11)
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  WOMM at Work 
  • Obama's digital engagement numbers trump Romney's
    President Barack Obama is comfortably beating GOP challenger Mitt Romney in the race for social media buzz, writes Maeghan Ouimet. Obama's campaign posts more content than Romney's to Twitter, Facebook and YouTube, and has a far more engaged follower base. Romney is more likely to use images to engage followers and is also more likely to discuss the economy and mention his opponent by name. Inc. online (free registration) (9/8)
  • When it comes to F-commerce, Heinz aims for buzz
    Heinz's Facebook commerce efforts aren't about tallying a significant number of sales -- it's about selling interesting and exclusive products to fans in a way that gives them something to talk about, says Heinz Chief Marketing Officer Giles Jepson. "It's about selling a very small number of products to our biggest fans and using the platform to start generating word-of-mouth," he explains. (U.K) (free content) (9/11)
  • How restaurants cook up digital WOM
    New York's high-end eateries are turning to social media to drum up buzz and lure in diners. Social sites and review pages let smaller establishment compete with larger and better branded restaurants, building a following via digital word-of-mouth. "They've given us a reach which we could never have," says Carolyn Montgomery, co-owner of New York micro-bistro Café Forant. (9/11)
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  Building Blocks of Buzz 
  • For SMBs, broken promises and bad buzz go hand in hand
    Nokia's disastrous Lumia 920 launch, in which the phone-maker overstated the capabilities of its new device, stands as a warning to small firms hoping to use buzz to build their business, writes Kevin Casey. Lies and broken promises can't be retracted, and they generate irreparable negative chatter, Casey warns. Techaisle CEO Anurag Agrawal said, "SMBs, especially very small businesses, reply upon word-of-mouth and referrals to grow their business. They have to be extra careful to make sure that they deliver what they promise." InformationWeek (9/11)
  • How top brands get people talking on Facebook
    Your brand's Facebook fans become exponentially more valuable if you can persuade them to like your messages or post comments on your page, because their interactions are rebroadcast to their friends, writes Jeff Bullas. Smart Facebook marketers post carefully crafted content that is meant to elicit such interactions from their fans. "It may not be immediately obvious but a comment on a wall post is more powerful than getting someone to read it and take an action without interacting," Bullas writes. (9/11)
  • Want to tell stories worth sharing? Start by being trustworthy
    Trust is the most important resource for any brand hoping to leverage word-of-mouth to promote their products and services, writes Tom Fishburne. By telling the truth in ways that customers can relate to, brands gain credibility that helps their story spread. "Exaggeration and insincerity is so commonplace in marketing that there is tremendous power in authentic storytelling," Fishburne writes. Marketoonist (9/9)
  Words from WOMMA 
  • WOMMY Awards final deadline -- Friday
    WOMMA recognizes and rewards the best and most talkable word of mouth marketing case studies every year as part of the WOMMY Award presentation. Did you far surpass your social media expectations, bring on a new program that made people share or grow your business to new heights? The WOMMY Awards are for you. We are looking for much more than impressive sales charts or complicated logic. The thinking and the ideas in the paper should humble us all and leave us envious and inspired. The final deadline to submit is this Friday, Sept. 14.
  • All Things WOMM: Don't Forget the Bells and Whistles
    A weathered bell and tarnished whistle are tied together on a faded and discolored ribbon, and sit on the credenza behind my desk as valuable reminders of what not to forget or take for granted. A client of an agency deserves their best -- including the bells and whistles -- not just when presentations are made to win the initial business, but throughout the relationship as well. Continue reading at All Things WOMM.
Learn more about WOMMA ->About WOMMA | WOMMA Summit 2012 | WOMMY Awards | All Things WOMM Blog

  Featured Content 

Many of life's failures are people who did not realize how close they were to success when they gave up."
--Thomas Edison,
American inventor

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