What You Missed at the 2010 #Womma Summit

By Jenna Lebel

We’re thrilled to share with you the news of our 3rd WOMMY award from the Word of Mouth Marketing Association! We won the Innovation Award for our work with  OurJewishCommunity.org, making us the only agency ever to win 3 consecutive WOMMY awards. We are truly humbled by the honor and could not have done it without all of your support! Here’s the full news.

We received the award at the WOMMA Summit which was filled with great sessions from hundreds of brands covering a variety of topics including best practices for engagement strategies, measurement, brand ambassador programs and ROI. While there were lots of key takeaways from the Summit, we wanted to share a few highlights with you.

The common and overarching theme throughout the WOMMA Summit (though not an official theme) was: build it and they will come NO LONGER works in social media. As more and more brands become savvy in social media, it is more important than ever to develop innovative social media strategies that cut through the clutter.

Specific takeaways for engaging fans:

  • When engaging with fans, focus on the art of ‘un-copywriting.’ Basically, post like a friend, not like a company.
  • Keep posts SHORT! One sentence works the majority of the time. Employ the ‘less is more’ principal. Overall, the fewer words you use, the more interactions you see.

Specific takeaways for measurement:

  • Quantify your approach wherever possible. It’s great to have x amount of fans or x amount of interactions, but what does that mean? Create benchmarks. Quantify the results to show what those fans and interactions are doing for the brand.
  • Reporting and analyzing the data collected from social interactions is JUST as important as the social interactions themselves. Report and analyze everything—from  how long a user spends on a given application to how far the brand message is spreading (sort of like an open graph map of it) to best time of day to post.
  • Social ROI is still somewhat of an undefined calculation. Coca-Cola had the best approach to identifying social ROI. Their calculation was: program results + brand results + business results + WOM / cost = ROI. I still don’t think ROI has been demystified, but it looks like lots of companies are trying to crack the code in figuring it out.

Specific takeaways for listening and monitoring the conversation about your brand:

  • A lot of brands listen and monitor, but it’s important not to just HEAR what consumers are saying, but to USE the information you’re hearing. Maybe it’s product feedback. Maybe it’s a suggestion for an upcoming promo, event or store opening. Maybe it’s a trend in customer service complaints. Maybe it’s a common theme or shared passion among fans to help in targeting ads or developing programs. Regardless of what they’re saying, the truth is they ARE talking and they’re your customers. Are you/we truly listening? And what are you/we doing with the information?

Specific takeaways for leveraging influencers, brand advocates and ambassadors:

  • It’s not a new concept, letting people who love your brand spread the word about your brand seems a lot more genuine and authentic than the brand doing it themselves. This year’s Summit had a key emphasis on influencers—identifying, leveraging and being authentic about it
  • For example: before Jamba Juice began looking for influencers they did some research and discovered that a lot of Jamba Juice customers like to run road races. They then focused their influencer program around this by having people sign up to be ambassadors. The ambassadors simply had to run their normal races (at least 5) wearing Jamba Juice t-shirts and hats. At the end of the races they had $5 Jamba Juice gift cards to give away. They received no incentive (minus the fact that they were able to keep the Jamba Juice t-shirts and hats). The received a spike in brand awareness as a result and are now more aligned with the running category. It was a much more cost effective solution than sponsoring runners or sponsoring races and they saw the same results.

Specific takeaways for developing strong social media strategies:

  • Throughout the WOMMA summit we heard from great brands (Cisco, Intel, IBM, Coke, Best Buy, Ben & Jerry’s, etc.) and they all developed strong, cohesive ideas with enhanced integration of social strategies throughout their entire company (cross-functionally).
  • In looking at fan growth, lots of companies leveraged every touch point possible. Buffalo Wild Wings has a 3.4 million fans on their Facebook page and they employed their concept of “POEM” to drive fan growth (paid, owned and earned media).

Do you agree with the takeaways above? Share your thoughts with us!

To learn more about WOMMA and upcoming events, click here.

[...] Likeable has worked with over 200 clients and currently operates out of three cities. They are a 3 time winner of the Word of Mouth Marketing Association’s WOMMY award. [...]
Sarah Zeldman December 14, 2010
Mazel Tov!

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