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September 10, 2012
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Word of Mouth and social media marketing news

  Everybody's Talking About ... 
  • How Apple keeps its favorite bloggers in the loop
    Apple's culture of secrecy is paradoxically a powerful driver of digital word-of-mouth, experts say. The company has developed an unrivaled blogging ecosystem of about 100 independent sites dedicated to covering its products, in part by doling out access and high-level briefings to a few favored followers. "It helps that Apple is very secretive, so people want to know what's coming," says MacRumors founder Arnold Kim. Bloomberg Businessweek (9/6)
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  WOMM at Work 
  • For Nike, inaccurate buzz is good news
    Reporters and bloggers eagerly reported that Nike's new LeBron X+ sneakers would cost more than $300 a pair -- only for the company to issue a statement noting that the shoes' actual price was at least $135 less than had been reported. The degree of buzz generated by the initial reports led some to speculate that Nike marketers had deliberately seeded the false reports, perhaps by planting the story with "sneakerhead" bloggers. Either way, the publicity means the sports company "won't do any advertising for this shoe. They don't need to," one industry expert said. NBC News/The Bottom Line blog (9/6)
  • Will WOM help "Pitch Perfect" make some noise?
    Universal Pictures will launch "Pitch Perfect," an a cappella singing comedy, using an early-release format normally reserved for "prestige" independent movies. The studio found itself unable to market a no-name musical through conventional means and is hoping word-of-mouth will provide the necessary lift. "We're trying to engineer it so a core audience can get excited and help us tell the world about it before the wide break," says Universal marketing co-President Michael Moses. Los Angeles Times (tiered subscription model) (9/7)
A Buyer's Guide to Web CMS
A Web CMS (Content Management System) makes it easier for you to create, manage and maintain your website content, and choosing a Web CMS is a big decision for your company. It's critical to look for and understand the essential features that will address your business needs now and in the future. This guide will help you make a more informed Web CMS selection.

  Building Blocks of Buzz 
  • How "growth hackers" aim to turn virality into a science
    Companies are increasingly turning to "growth hackers" to spur their expansion, writes Aaron Ginn. At its core, Ginn writes, growth hacking is about bringing an engineering perspective to viral marketing, making virality more predictable and manageable through the use of data and design principles. "A product goes viral through baking in growth mechanics -– it is hardly ever random," Ginn writes. TechCrunch (9/7)
  • Why brands shouldn't leave WOM to new customers
    To get word-of-mouth working, companies need to do more than just get new customers sharing their experiences, writes Michael Halligan. It's also important to get existing customers out of their rut and give them something to be excited about, perhaps by offering free upgrades or other incentives. "You need to give existing customers something new to talk about," Halligan writes. (Australia) (9/7)
  • Want growth? Stop sweating the small stuff
    Too many bosses of small, young companies waste their time fretting over details such as e-mail open rates, writes Seth Godin. They would do better to focus on more important factors such as their customers' experience, Godin argues. "I'd have you obsess about things that are a lot more difficult to measure. Things like ... how many people recommended you to a friend today," he writes. Seth Godin's Blog (9/9)
  Words from WOMMA 
  • All Things WOMM: Pharma Word of Mouth Industry Gets a Boost
    Our loyal readers know more than anyone that genuine word of mouth can have a mammoth effect on any business -- and the pharmaceutical industry is starting to follow suit. HealthTalker, a 5-year WOMMA member agency that supports the pharmaceutical industry, will announce early next week a substantial investment that will accelerate the continued adoption of word of mouth practices within the pharmaceutical world. Continue reading at the All Things WOMM blog.
  • 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.
Learn more about WOMMA ->About WOMMA | WOMMA Summit 2012 | WOMMY Awards | All Things WOMM Blog

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--Annie Dillard,
American author

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