Recently I attended and spoke at WOMMA Summit 2010 (Word of Mouth Marketing Association). Tops down and without the doubt one of the BEST social media events I’ve been to (and I have been to lots of them). Next year if you are deciding which events to prioritize, I highly recommend this one to be on the top of your list (note: this was the first time I’ve attended the event and I have no affiliation with WOMMA).
Below are some snackable words of wisdom from the speakers at WOMMA I wanted to share with you… Feel free to tweet any of them.
Stats/Data:
- Only 6% of all tweets are retweeted and 92% of those that r retweeted occur in the 1st hour – @eloqua
- User reviews are 10x more influential than general soc med buzz – @nmincite
- 6.2% of online adults are responsible for 80% of the influence impressions on social media. @joshbernoff
- 35% of U.S. adults have smartphones. 50% will use them in 2011.
- Within social networks, consumer create 256 bill impressions on one another by talking about products/services each year (Forrester)
- 80% of WOM happens offline (Kelly Fay Group)
- consumers spnd over 5 hours using social media each day
Kitchen Sisters on Storytelling:
- Storytelling: funny is good but heart is even better
- Summon the elders, they are the best storytellers
- Rule of 3 of storytelling: secret, unexpected, below the radar
- Use visuals and drawings to tell stories, they are powerful
- Use silence in your storytelling, it brings people to you
- People love something secret
- The audience wants to go on a mission and get involved
- Stories beget stories!
- Memories, music, sounds, places – key parts of storytelling
- “The universe is made of stories, not of atoms”
Jeremiah Owyang:
- Brands teach their customers that the only way to get their attention is to scream at the brand and their friends online
- SM strategists, don’t become a helpdesk, you’ll just be continuously cleaning up after business units
- Successful SM strategist r successful b/c they are willing to take calculated risks and can work w/multiple stakeholders
- Proving real social media ROI is difficult; what we r measuring right now is engagement data, not ROI
- Social media is not well understood, so it’s not very well funded in the enterprise
- SM Technology Landscape is crazy: 145 monitoring technologies, 125 community technologies, 30 engagement tools
- Internal and external demands are rapidly compounding
- In a few years social will be a part of the fabric… in marketing, PR, everywhere
Geno Church of Brains on Fire on Creating Movements, not Campaigns:
- Don’t create a party, go where the party is at!
- Digital doodads will never ever replace the power of a handshake!
- A movement is not a spasm of passion, we need a collective shout (something louder and more sustainable)
- It shouldn’t be just a community, it should be a BFF (best friends forever) community
- Become fans of your fans!
- Have a courage to give up ownership!
- Influence can be made, but passion can’t!!!
- Don’t just talk to your customers, walk with them, hang out with them
Facebook’s Paul Ollinger:
- Other sites are about the “what”, Facebook is about the “who”
- People spend 5hrs25min on Facebook compared to 2 hrs on Yahoo
- Web is about people. Marketing is about people.
- If Likers is the only thing u r after, you are using Facebook wrong.
- Talking louder is not the way to amplify your message
User Generated Content (TMZ and Zoopa):
- 7 of 10 Super Bowl Game Ads Contained UGC
- Crowdsourcing is nothing new. The Parthenon was crowdsourced (architecture competition!)
- Cash is the best award for the crowdsourced program
- We r moving from a downloading to an uploading culture. People want 2 get involved, be in control.
- Users know your brand, sometimes better than “experts”
- Be focused on what you need to achieve when you crowdsource (1 or 2 things tops)
- Agencies didn’t get it, so we crowdsourced our creative to our audience – TMZ
- TMZ mantra: “get the story right. Make the delivery fun.”
General:
- Authenticity and transparency are scary, but they pay off!!!
- Social media stunts are good for earned media but community engagement is better for changing perception @DaveKerpen
- As number of trials went up, the WOM went up as well – Coke case study
- “Social media Is like teen sex. Everyone wants to do it, but no one knows how”
- 80/20 rule of engagement: 80 – people; 20 – brand
- Less words in your Facebook posts means more interactions with the post
- POEM: paid, owned, earned media
- exposure didn’t mean your message resonated
- “You are completely defenseless if you do not have a social presence.” @jbernoff
- “Customer service is marketing” – @jbernoff