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MarketingProfs Daily: Word-of-Mouth

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YouTube's Playbook for Producing Compelling Videos

Word-of-Mouth
YouTube enjoys an astounding 3 billion views per day. It's no surprise that big brands are fighting to harness some of those eyeballs. Today the site has more than 20,000 revenue-generating partners. At MIPCOM this year, YouTube announced its intentions to focus on content creators, offering guidance and even Creator Camps ... more
The Four-Step Plan for Word-of-Mouth Lead Generation

Word-of-Mouth
"Here's the big news," writes Andy Sernovitz in the book Social BOOM! "It's not social MEDIA. It's SOCIAL media. It's about real people and the conversations they have." In other words, a presence at online networks like Facebook, Twitter and LinkedIn isn't enough. To generate word-of-mouth leads, you'll also need ... more
Half of Tweets About Steve Jobs's Death Sent via Apple Devices

Word-of-Mouth
With the news of Steve Jobs's death on October 5, 2011, the Twitter universe exploded with tributes to the visionary co-founder and former chief executive of Apple. More than half of those tweets were generated via Apple devices, according to a study by Visibli. more
What Can Your Referral Program Learn From Roku?

Word-of-Mouth
"Plenty of companies have referral programs," writes Kimberly Smith, "but how many can say theirs converts at about three times the rate of other online marketing campaigns and brings in over 500 new product sales each month?" In a case study at MarketingProfs, Smith explains how Roku—which makes devices that ... more
Social Media Gets Mixed Reviews From Small Business

Word-of-Mouth
Small business owners are still lukewarm about social media: 53% say they use social media for business, but only 12% say social marketing is a must for their business, according to a survey from Hiscox. Social media adoption varies by company size, however. more
Use Social Serendipity to Boost Innovation

Word-of-Mouth
What is serendipity? You could say it is a manifestation of creativity whose inspiration comes from outside. More companies are finding that serendipity is a huge factor in innovation processes, resulting in the birth of "open innovation" programs such as Procter & Gamble's Connect & Develop, and contests where internal ... more
How to Use Social Media Chatter in Your Email Campaigns

Word-of-Mouth
Unless your company finds itself at the epicenter of a major scandal—à la BP—social media chatter can be a valuable sales-generating tool. "[C]onsider every mention of your brand for potential use in your email marketing campaigns," writes Hal Licino in an article at MarketingProfs. "Doing so demonstrates to your subscribers that ... more
What to Listen For in Social Media

Word-of-Mouth
Any good conversationalist will tell you: It's not enough to listen, you must know how to listen. That principle holds true in the sprawled social world as well. In a recent article at AdAge Digital, Kyle Monson notes that the "efficacy of social listening is determined not by the listening ... more
Quick Tips for Transforming Your Enterprise Into a People-Pleaser

Word-of-Mouth
The Temkin Group's Bruce Temkin has a six-step philosophy for pleasing users. "The trick to getting customer experience right," he notes in an article at 1to1 Media, "is simply to apply a bit of common sense." Don't miss the complete article (sign-in required). In the meantime, here are a few ... more
Bad News (About Brands) Travels Fast

Word-of-Mouth
More than one-quarter of US consumers (26%) say they are more likely to tell family, friends, and coworkers about a bad experience with a product or service than a good one, according to LoyaltyOne's COLLOQUY report. more
Keys to Successful Social Media Monitoring in 2011

Word-of-Mouth
We recently offered tips for checking out your business rivals through social media monitoring. But what exactly is the state of the customer-monitoring art in 2011? Lucky for us, monitoring firm Synthesio has produced quite a useful article that explores what the big picture of social media monitoring looks like ... more
Three Tips for Setting Up Google Analytics

Word-of-Mouth
In a recent post at Search Engine Watch, Rob Chant notes that if you're doing any marketing at all, measuring the performance of your website is still critical to your success. And although your Web server likely has a basic tracking tool already installed, he argues that Google Analytics (GA) ... more
Three Tips for Monitoring Your Competitors on Social Media

Word-of-Mouth
Marketers the world over are using social media not only to connect with customers and prospects, but also to see how well their competition is doing. As the wired social world grows in sophistication, so do the means to monitor the conversation. Sure, it's easier than ever to keep an eye on ... more
E-tail Marketing: Is Social Media Worth the Cost?

Word-of-Mouth
Social media still trails traditional marketing channels such as email in driving traffic to retail websites; however, customers who visit top retail sites because of a social media interaction are highly likely to purchase, according to a study by Foresee Results. more
An Easy Way to Manage Multiple Social Media Accounts

Word-of-Mouth
If you've been shoehorned, by choice or necessity, into the role of a social community manager, your fingers must ache. It's not easy navigating a multiplicity of social media accounts for yourself and a client—sometimes multiple clients—at the same time. But thumbs up! The super-helpful iPhone app MySocialMania doesn't just keep you ... more
Using Twitter to Calm Complaints

Word-of-Mouth
With an article proclaiming "the democracy of fine dining," USA Today recently covered a growing trend of restaurants using Twitter to improve diner experiences and expectations. Among companies like Chipotle and Pei Wei (which have full-time social-media staffers) and Chicago-based Graham Elliott (whose Twitter is run by the MasterChef judge himself) ... more
How Tippex Scored a YouTube Hit

Word-of-Mouth
In August, correction-tape brand Tippex launched an attention-grabbing YouTube campaign. Colorfully labeled "NSFW. A hunter shoots a bear!," it shows footage of a reluctant hunter faced with shooting a bear creeping up on his camping gear. At video's end, you're left with one of two buttons to push: should he shoot, ... more
How to Use Twitter to Boost Buzz, Sales and Engagement

Word-of-Mouth
In September, UNIQLO UK launched Lucky Counter, a piece of marketing genius that compelled users to Tweet about the company's products. Each time they did, the products got more appealing. How? Lucky Counter featured a diverse, limited array of UNIQLO products and prices. Click on one, and you'd be invited to Tweet ... more
Most Teen Brand Word-of-Mouth Occurs Offline

Word-of-Mouth
Despite the image of teens being obsessed with digital communications, only 13% of teen word-of-mouth (WOM) about brands takes place online—via texting/instant messaging (7%), social networking (3%), and email (3%)—according to a survey from Keller Fay Group. more
Twitter-Based Customer Service: How Best Buy Gets It Right

Word-of-Mouth
In a minor stroke of genius, Best Buy created @Twelpforce, a Twitter-based means to pose tech questions and get answers in real time. Today, Twelpforce is more than 28,000 followers strong. Reviews are so positive, and its execution so impressive, that the agency responsible (Crispin Porter + Bogusky) received the Titanium ... more
Five New Branding Lessons From Lady Gaga

Word-of-Mouth
It's Lady Gaga lesson-time again. After all, she is a marketer who consistently goes viral. And her results ring loud: Gaga's the first artist to hit 1 billion YouTube views. And she's turned quite a handy-dandy profit: 11.5 million albums sold in two years, including through digital media (where she ... more
Pick-Up in Communications Spending Forecast for 2010-2014

Word-of-Mouth
Driven by gradual economic recovery, advances in digital technology, and secular shifts in business and consumer spending, total communications industry spending is on pace to increase 3.5% in 2010 and post a compound annual growth rate (CAGR) of 5.8% from 2010 to 2014, reaching $1.4 trillion in spending by 2014, ... more
Teen Social Media Influencers Wield Power Online and Offline

Word-of-Mouth
The Web's most influential teens are more likely than other teens to actively participate in social media and digital activities, such as updating their social networking status and sending text messages, but they are also more likely to spend time influencing their peers and socializing offline, according to a survey ... more
Go Shopping: It's a Cool Way to Check Out the Competition

Word-of-Mouth
You spend a lot of time ensuring the best-possible experience for every customer purchasing your product or service. You've trained a friendly, knowledgeable staff, and you use customer feedback—both positive and negative—to shape the sales process and provide ongoing support. But do you know how your customer experience compares with that offered ... more
You Can Calculate the Value of a Customer Tweet

Word-of-Mouth
Ever wonder about the true long-range value of a tweet? Now you don't have to guess. Just plug a link, phrase, hashtag or screen name into TweetReach.com to get a sense of the reach it's achieved via tweets and retweets. The cool part: TweetReach doesn't just reveal how many users ... more