Word of Mouth Marketing SmartBrief

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November 21, 2012

Word of Mouth and social media marketing news

Everybody's Talking About ...

Time To Hire turns customers into spokespeople
To win support for its unconventional on-demand business model, recruiting company Time To Hire asks satisfied customers to tape brief video testimonials. The individual stories and unique details shared by happy clients resonate convincingly with the needs of prospective customers, explains Sean Rosensteel. "Time To Hire knows that their elated customers are their best spokespeople," he adds. Forbes (11/20)

WOMM at Work

Boy band helps brands set Twitter on fire
Brands are finding that boy band One Direction is "as close to a surefire social fire-starter as there is," writes Nat Ives. Target and Pepsi have built buzz on Twitter in recent days with TV commercials featuring the band's songs, with fans tweeting messages about how they "can't stop watching" the spots. Advertising Age (tiered subscription model) (11/20)

Facebook earns big buzz with "Chairs" video
A Facebook post touting the social network's "Chairs are like Facebook" campaign was one of just two branded posts to bag more than a million likes during October, according to Track Social's survey of 10,000 brands' social-networking activities. While Facebook had a natural advantage and a splashy campaign video, many brands earned big buzz with more basic content. "While posts related to big marketing campaigns did well ... sometimes simple posts did better," notes Laura Stampler. Business Insider (11/20)

Building Blocks of Buzz

Is it time to break up with your brand's bloggers?
Blogger outreach is a vital part of brand-building -- but smart marketers also know when to walk away from troublesome or overly demanding bloggers, writes Adria Saracino. "Just like you drop bad friends, you need to know when to drop a relationship with a blogger," she writes. SearchEngineWatch.com (11/20)

Give your fans something to talk about
Word-of-mouth marketing is all about giving your fans a reason to talk about your brand, writes Amanda Jesnoewski. Whether you're running contests, rewarding referrals or simply offering good advice, it's vital to find conversation-starters that resonate with your customers' needs and interests. "There are literally hundreds of reasons, you just need to find the best ones for your business and target audience," she writes. StartupSmart.com.au (Australia) (11/21)

4 tips for handling bad online reviews
Many marketers live in fear of online reviews -- but the important thing is knowing how to respond to bad buzz effectively, writes Chicago Pizza Tours owner Jon Porter. Take a few minutes to calm down, and don't panic -- a few negative write-ups make your positive reviews seem more credible. "Sometimes it takes that bad review to validate your good reviews," Porter writes. WMAQ-TV (Chicago)/Inc. Well blog (11/20)

Words from WOMMA

TastingRoom and Extole talk social advocacy and open graph at the WOMMA Summit
With WOMMA Summit just a week behind us, we wanted to take some time to reflect. Around 400 marketers gathered to talk about what is and isn't working around their word of mouth marketing (WOMM) strategies. Speakers from brands and agencies alike took the stage and encouraged high-level discussions around the social media marketing landscape. Keep reading at All Things WOMM.

Dream it, do it: How entrepreneurs get creative with Pinterest marketing
Pinterest is the hottest social media site around, and women are the movers and shakers of this visual media revolution. Women account for over 80% of the site's users, and with women responsible for around 85% of all consumer purchases, it's no surprise companies have flocked to take advantage of the site. Read more here.

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