1. 100+
(WORD OF MOUTH)
bullet
points
FROM THE WOMMA SUMMIT ‘12
CREATING TALKABLE BRANDS
NEXT & BEST PRACTICES
WYNN LAS VEGAS NOV 12-14

2. Karma and six degrees 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 of marketing 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 of social 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, going social is
really about internal culture change.”
Todd Watson
ORGANIZING FOR SOCIAL BUSINESS
IBM

8. Bigger staff isn't solution 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
feel like 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 the people who believe what you believe.”

17. CMO's "Shiny Object Syndrome":
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 could teach a class on community management.”
MONSTER BUSINESS: LOYALTY LESSONS Jackie Huba
FROM LADY GAGA Author

21. 3 pillars of social 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 conversation is infinitely revealing of brand value

28. Fundamentals still matter and
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 brand is 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 afraid to 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 educate their 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 and social 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 to calm 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 platforms that "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 forming our own personal message shield.
Protecting ourselves from messaging using personal connections.

41. PAY WITH A TWEET
TO DOWNLOAD SLIDE

42. THANK YOU WOMMA FOR
A GREAT CONFERENCE
SLIDES BY @JESSEDEE