Word of Mouth Marketing SmartBrief

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February 1, 2013

Word of Mouth and social media marketing news

Everybody's Talking About ...

What word-of-mouth marketers can learn from latest viral sensation
A video called "Pep Talk" starring 9-year-old Robby Novak offering inspiring life lessons has garnered 5.5 million YouTube views since its release Jan. 24. The success of Novak's video should teach marketers who want to get fans talking not to settle for pumping out boring content, writes Molly Delaney. Instead, marketers should focus on developing a simple message that resonates well via social channels. BostInno (Boston) (1/31)

WOMM at Work

Lincoln Super Bowl ad recreates Twitter users' best road trips
Lincoln Motor Co. tapped Twitter to help craft its Super Bowl ad. The automaker had asked Jimmy Fallon's Twitter fans to share "whacked-out" road-trip stories, the best of which were incorporated into the brand's ad script. MediaPost Communications/Marketing Daily (1/31)

WOMM expands Carnival's market in Australia
Carnival Australia says word-of-mouth-marketing is helping the chain thrive following a recent expansion. The company has worked hard to tailor its service to the needs of Australian cruisers, a strategy that has been particularly effective at attracting first-time cruise ship passengers, said managing director Jennifer Vandekreeke. She noted that this group represented 60% of the ship's sold-out bookings for the spring months. TravelWeekly.com.au (Australia) (2/1)

How a fashion e-tailer struck gold on Tumblr
E-commerce fashion site aSociete.com is using Tumblr to generate new signups by posting trendy and fashionable images to build viral buzz. A single Tumblr post can bring in more than 5,000 new visitors to the site, says aSociete founder Vanessa Gabriel. "Tumblr is an untapped marketing gold mine," she adds. ClickZ (1/29)

Building Blocks of Buzz

Want a better social strategy? Try hiring a poet
General Mills didn't hire self-anointed social media gurus when it wanted to unify its brands' social presences; instead it hired poets, a psychologist and a nonprofit worker, Andy Sernovitz writes. The aim was to build a community, not simply a marketing task force, social media engagement manager Aaron Miller says. SmartBrief/SmartBlog on Social Media (1/31)

Simple tips for cultivating talkative fans
Small businesses looking to build word-of-mouth-marketing online can start by searching for positive or negative reviews on Twitter and responding to both to show engagement, writes Shannon Willoby. Business owners can also ask satisfied customers to post good reviews on sites such as Yelp or offer referral incentives to customers who bring in friends. Personalized thank-you notes also encourage customers to spread the word on social media, she adds. B2C Marketing Insider (1/30)

Words from WOMMA

Video: National Word of Mouth Marketing Day in Chicago with Paul Rand
We recently sat down with WOMMfest Chicago emcee Paul Rand, CEO and president of Zocalo Group, to discuss the first-ever coast-to-coast word of mouth marketing conference on Feb. 19. Remember, if you register today using the discount code "FEST," you receive $25 off your ticket price. Watch the video and register here.

3 simple steps to a better social content strategy
There's something thrilling about pushing that "Post" button and sending a piece of content out to the world, isn’t it? For marketers, it used to be a lot more thrilling, as publishing content was immediately followed by a waiting game of "how will this go over?" See more at All Things WOMM.

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