Uploaded byJesse Desjardins - @jessedee
100+ Bullet Points from the #WOMMASummit by @jessedee
The document provides key insights from the WOMMA Summit on creating talkable brands and leveraging word-of-mouth and social media. Some of the main points discussed include how Rick Harrison of Pawn Stars created a pawn superstar through word-of-mouth and savvy negotiation, how Team Visa strived for gold in social media during the 2012 Olympics, and lessons on building loyalty from Lady Gaga's approach to fans. The summit also covered topics like social business, engaging customers through social media, and building human brands that move social strategies to the core.
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100+ Bullet Points from the #WOMMASummit by @jessedee
- 1. 100+ (WORD OF MOUTH) bullet points FROMTHE WOMMA SUMMIT ‘12 CREATING TALKABLE BRANDS NEXT & BEST PRACTICES WYNN LAS VEGAS NOV 12-14
- 2. Karma and sixdegrees of Great ratings are partly due separation are the keys to to the show's name. WOM growth with customers. Headlines are important. Television is like hotdogs, when We have a generation who'll you know how it's made you don't be running country that have like it anymore. never been spanked and got trophies when they lost. In the television business no one wants you unless someone else wants you. I hire the best and pay 2x as much as other Key to negotiation: pawn shops. walk away when the deal's not right. LICENSE TO PAWN: HOW WORD OF Rick Harrison MOUTH AND SAVVY NEGOTIATION Pawn Stars CREATED A PAWN SUPERSTAR
- 3. “In the end,it’s all just stuff… people don’t fall in love with the thing, they fall in love with the story behind it”
- 4. The role ofmarketing for VISA 409 MILLION earned is to drive brand equity and impressions for VISA at Olympics, active preference for VISA. #1 sponsor in favorable mentions with smaller budget than Prior to the ’12 Olympics, competition. VISA had a repository of athlete-agnostic social content Team had 4 hrs after Olympic ready to go, especially for events to create media and non US wins. distribution strategies. Not all buzz is equal VISA wanted to own neutral/positive mentions. McDonalds had most mentions but many negative Michele Cardinal HOW TEAM VISA STRIVED VISA FOR GOLD IN SOCIAL MEDIA Matt Britton MRY
- 5. “The job ofsocial is to make everything work harder.”
- 6. “You can't buy"true" brand advocacy.” David Oehler Wheaties WHEATIES EVERYDAY CHAMPIONS Kristin Carroll Active Network
- 7. “For many B2B companies, goingsocial is really about internal culture change.” Todd Watson ORGANIZING FOR SOCIAL BUSINESS IBM
- 8. Bigger staff isn'tsolution to capitalizing on engagement. You have to mobilize employees, partners, advocates. Honest conversation creates advocates & advocates drive outcomes. 96% of internal and external social business efforts are not connected. LINK THE NEXT PHASE OF SOCIAL MEDIA: Dion Hinchcliffe ENGAGEMENT AT SCALE Dachis Group
- 13. Make your customers feellike rock stars ... even if you're the rock star. Give fans a name (e.g. "little monsters") Gaga investing in her fans for the audience she wants 25 years from now MONSTER BUSINESS: LOYALTY LESSONS Jackie Huba FROM LADY GAGA Author
- 14. “Focus on thepeople who believe what you believe.”
- 17. CMO's "Shiny ObjectSyndrome": focused on NEW customers, but don't leverage existing customers (advocates) enough.
- 18. Lead with Values- Companies that lead with values outperform the market by 382%, according to Millward Brown Optimor
- 20. “Lady Gaga couldteach a class on community management.” MONSTER BUSINESS: LOYALTY LESSONS Jackie Huba FROM LADY GAGA Author
- 21. 3 pillars ofsocial success: listening, Have a clear and thoughtful engaging and inspiring/ choice of WHO to delight. transforming. "Spurned media" ... Social & digital are about to that would be revolutionize workflow within negative earned media. companies. Digital is much more than The conversation is becoming the marketing.... it's an operating currency for the core marketing principle. program. Twitter doesn't care Much innovation in where the recall started social is happening outside of the US. It's lonely to be a leader in social media... but it's amazing. STORIES FROM TRANSFORMING DIGITAL Pete Blackshaw THE NESTLÉ WAY Nestlé
- 26. The online conversationis infinitely revealing of brand value
- 28. Fundamentals still matterand message quality still REALLY matters. Nobody gets a free ride on message quality. “Trust your inner consumer.” STORIES FROM TRANSFORMING DIGITAL Pete Blackshaw THE NESTLÉ WAY Nestlé
- 29. Humanizing a brandis great, but Noise, fragmentation and lack feeling the passion of personalization were the that Patagonia has for what they issues that Patagonia solved make is even better. with social integration and curation. Focus on the why. Patagonia empowers their 3/4 of Patagonia's mission ambassadors to provide statement is focused on authentic, first-person content sustainability, environment. It for the brand. defines the brand. Dmitri Siegel BUILDING A HUMAN BRAND BY MOVING Patagonia SOCIAL TO THE CORE Sam Decker Mass Relevance
- 30. Don't be afraidto have a personality. People want to interact with real people. Think as a social business, not just as a channel. In 24 hours the @alecbaldwin incident LINK created 82 million impression . Have a plan that's always Customer service ready to go - train your is now public - very public. team beyond social. Sorry, no bonus miles or upgrades. Jonathan Pierce MAKING THE SOCIAL CUSTOMER COUNT American Airlines
- 31. Give, give, get- true principle to leverage - authenticity and sincerity is key Spend time thinking about the marketing of your life and the people in it - do you need head, heart or wallet? Travel with your headphones off (on the power of serendipity in the sky) Porter Gale Porter Gale Consulting YOUR NETWORK IS YOUR NET WORTH Stephanie Agresta Weber Shandwick
- 32. Nissan aims to educatetheir dealers about the value & best practices of social to benefit their own local biz. Its not just about ROI, it's about COI = Cost of Ignoring your advocates Don't sell on your FB page. Grow responsibly. 3 phases for Nissan social: engage w/content, social CRM/issue resolution, and research/customer learnings. FUELING ADVOCACY: NISSAN'S MOST Erich Marx INNOVATIVE YEAR EVER Nissan North America
- 33. Data explosion andsocial media = top trends that CMO's feel unprepared for. Social media has created a strong culture of horizontal collaboration for IBM. LINK FROM STRETCHED TO STRENGTHENED - Carolyn Heller Baird INSIGHTS FROM IBM’S CMO STUDY IBM Global Business Services
- 36. Know when tocalm the hell down. Host internal training re: your social campaigns so that depts will help, not hinder w/ restrictions. It's about timing, relevancy, reach. Ruthie Wittenberg SOCIAL AND INFLUENCER MARKETING NBCUniversal EXCITES NBC OLYMPICS FANS Sarah Hofstetter 360i
- 37. Choose the platformsthat "matter" Understand the business to your business. Ask yourself - problems before you work on should my brand really be on this fixing them. platform? How can a CEO build a SM needs to be a part of how relationship w/customers, when companies do business today - they form a personal message yes, this is about change shield to protect vs irrelevancy? management . Today's newest employees grew up social and expect that at work. MOVING FROM SOCIAL MEDIA TO John Bell SOCIAL BUSINESS Social@Ogilvy
- 38. We're all formingour own personal message shield. Protecting ourselves from messaging using personal connections.
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- 42. THANK YOU WOMMAFOR A GREAT CONFERENCE SLIDES BY @JESSEDEE