Top 10 Takeaways From WOMMA Summit 2015

This week a brilliant group of marketers from brands, agencies and vendor platforms descended on Miami for this year’s WOMMA Summit. Below are the top 10 lessons we walked away with, but only because there wasn’t room for the uncountable lessons actually learned.

  1. WOM is too important for us to keep ignoring it. A $6 trillion dollar impact that organizations don’t support with dedicated staff and agencies and vendors make up measurement.
  1. On the street WOM can drive huge social response. Three key steps: make people stop, make them want to take pictures, make it easy to share them.
  1. Content is about to explode for brands as more take the publisher role seriously – re-staffing teams. And there’s no ad-blocking for content. CMOs are thinking about content in all areas of the business including reducing selling costs.
  1. You look AWESOME in a museum. And good storytelling helps spread word of mouth. Great storytelling helps grow business.
  1. Leveraging influencers is important but it must be AUTHENTIC – in their voice, no scripts. Brands have to partner with influencers, not HIRE them. It’s not a media buy where you are pushing your message, but a collaboration to spread positive word of mouth for the brand. There’s a clear difference.
  1. Strong legal compliance matters, because lying about material connection is deceptive to consumers and the FTC is not screwing around. Mentioning your connection to a brand in your bio or in the YouTube description is NOT enough. Be upfront, be clear, be transparent and authenticity will win.
  1. Word of mouth and social media influence varies by category and buyer journey position. High heart and high effort categories are the most influenced (like vacations) – which means it’s hard for toilet bowl cleaners. And the beginning and the end of the journey is where social and wom has the most influence. Funnels be damned.
  1. Communities matter more than reach. Finding the right voices to amplify your message can be more effective [and cost effective] than depending on high reach of a star. That allows brands to join the conversation, rather than interrupt it.
  1. Things that don’t work for word of mouth marketing (and social): the post and pray method (often need paid or at least a strategy), hijacking irrelevant hashtags, paid reviews and recommendations (also against the law).
  1. We live in streams, often visual streams. Listening, though important, is not enough. You have to watch. Watch what users are doing on platforms, watch the content they are creating and sharing. It is more than just text.


Top 10 Lessons From WOMMA 2015 from Social@Ogilvy
As a proud governing member of WOMMA, Ogilvy would love to thank all of the tremendous speakers, the engaging keynotes, the hall of fame inductees, the sponsors and the WOMMA staff and board of directors for continuing to lead the industry beyond likes and snaps. Learn more about WOMMA here!

Social@Ogilvy Chicago Hosts WOMMA Wine Wednesday

The Social@Ogilvy Chicago office had the honor of partnering with the Word of Mouth Marketing Association (WOMMA) to co-host a Wine Wednesday event during Social Media Week Chicago at Filini Bar and Restaurant. The evening brought together leading professionals from Northwestern Mutual, CDW, Zipcar, Walgreens and the Kellogg School of Management to name a few. Scroll through pictures from the event below!

WOMMA Wine Wednesday events are hosted by WOMMA members to connect members with other social media and word of mouth marketing professionals across the country. Learn more about WOMMA here:

A Clear Vision for Innovative #B2B Social

My presentation for WOMM-U begins with Johannes Gutenberg, who invented the printing press in 1432. The printing press led to empowerment: the democratization of knowledge. Suddenly, you could read what the kings were reading, obtain the knowledge that was reserved for the upper classes, and educate yourself from a variety of sources to obtain your own conclusions.  In addition to obtaining priceless knowledge previously reserved, philosophers were able to publish their views, and scientists could publish their journals.

Empowerment is the exact impact the social web is having on the world of B2B. Business leaders can now share their content in front of a major business audience, but in turn, empower themselves by reading the insights, best practices, and lessons learned from other business professionals available on the social web.  Much like Gutenberg’s democratization of knowledge, B2B social presents a revolution in the exchange of professional wisdom.

A Clear Vision For Innovative B2B Social – #wommu from Social@Ogilvy

5 Secrets of a Celebrity #Twitter Chat During TV Shows

Brands continue to look for new, interesting ways to reach consumers.  Television remains a great medium for brands, but time-shifting and multi-screening make in-show TV integrations an increasingly attractive way to reach consumers.  Brands want their agencies to extend the reach of in-show integrations.

Celebrity Twitter chats are a perfect solution, but since they are neither cheap nor easy, make sure you’re prepared before your the first tweet goes out.

1. Relevancy, Reach and Humor

Relevancy is important—partner with a celebrity who has a logical connection to the show.

Comedians, for example, can seamlessly develop tweets that are relevant to the show, the product, other celebrities, and the general twittersphere.  Strong content leads to powerful engagement, and that generates valuable impressions.  Search for a celebrity with an impressive social footprint and at least 1MM Twitter followers.

2. Develop Your Strategy

The celebrity and the brand should have an exact understanding of what is expected of each party.  Break the tweets down into the following three groups:

a)     Live Tweets – Have the celebrity comment on the show in real-time. These comments are designed to enhance the fans’ viewing experience.  Focus comments on the show’s content and express the celebrity’s opinion in his or her own voice.  Send these tweets as the drama unfolds and not during the commercials.  The brand should retweet the most entertaining messages, to alert their followers of the exclusive content.

b)    Questions – Answer fan questions during commercials.  That way, the flow of the show is not interrupted.  Plus, this gives the celebrity time to select the most entertaining questions and develop creative responses.  This approach makes fans feel appreciated and part of the action.  The brand should encourage the celebrity to also ask questions to other relevant celebrities, furthering the reach of the campaign.

c)     Advertiser Plugs – To avoid distracting consumers from the TV show, mix these messages before the start of the show, during TV commercials, and after the show ends.  The timing of these messages is important—brands should avoid distracting viewers.  The goal should be to enhance the experience by providing fans access to exclusive show content or special brand offers.

3.     Simple, Relevant Hashtags

Integrate an advertiser into a TV show’s hashtag in an organic and natural way.

On NBC’s All-Star Celebrity Apprentice, viewers of the show would expect to use #Apprentice as the official show hashtag.  However, adjusting the hashtag to include the brand being featured in each episode feels natural to the viewers and helps to further integrate the advertiser into the second screen experience.

4.     Full DisclosureLet fans of the celebrity and the brand know exactly what is going on.

To avoid any confusion, the celebrity should adhere to the latest WOMMA Social Media Disclosure Guide.  The purpose of this disclosure is to make it clear that celebrity is being paid as a sponsor.  Before any live tweeting starts, one of the following statements should be sent out by the celebrity to their followers:

– I received [product name] from [company name] to review.
– I was paid by [company name] to review [product name].
– I received [product name] from [company name].

Additionally, any tweets associated with the partnership should have the #spon or #paid or  #samphashtag.

5.     Real-Time Approval

Make sure a senior client is in the room.

Social media moves fast, and it is imperative that a senior member of the client brand team is there to review and approve content instantly.

In addition, prepare PR responses in advance, explaining why the brand decided to work with  the celebrity and TV show.  These short messages should always thank the participant for the comment and focus the attention on the excitement of the show, rather than a particular moment or remark from the celebrity or even a character on the show.

5 Secrets of a Celebrity #Twitter Chat from Social@Ogilvy

Social Commerce Summit Report: E-Commerce Brands Grapple with Social via Trial and Error

This post originally appeared on WOMMA’s All Things WOMM blog

Believe it or not, e-commerce, or the act of simply buying goods and services online, is becoming old-hat. It’s a no-brainer that online users are spending more time on social networking sites every year and are frequently using these platforms as sounding boards for purchase decisions. Social sites have created a playground for brands to not just communicate with target consumers, but also facilitate an easier purchase process (have you bought anyone a Starbucks gift card on Facebook yet?) while incentivizing sharing through social deals.

As an avid online shopper, I was over-the-moon excited to attend Business Insider’s Social Commerce Summit last month, where I heard a variety of voices from companies like One Kings Lane, Rue La La, Foursquare, Zappos, TripAdvisor, PayPal, and others discuss their take on where social commerce is going. While it was apparent that no one has truly figured out this new way of selling, it was exciting to see how quickly social commerce is predicted to expand over the next few years.

Two major trends emerged during the conference:

1. Intrusiveness: It’s the Biggest Obstacle Blocking Brands Looking to Become More Social

There’s a fine line between connecting with a target consumer on social networking sites and intruding in his or her ongoing discussion with family and friends. After all, when you’re scrolling through pictures of what your friends did last night (and who can forget the baby photos?), do you really want to be bombarded by Company XYZ trying to sell you a new pair of shoes? The logical answer is that companies need to smarten up with their approach and start balancing a need for sales with a need for long-term relationship marketing.

One King’s Lane has transformed from a flash sales destination to a visually appealing online universe that uses storytelling to connect with customers. Instead of looking at a screen full of tables and chairs, consumers are pulled into design stories like “Alfresco Dining” or “The Glamorous Bath.” Through these stories, consumers buy into a feeling rather than a singular product, and it’s a feeling that feels less intrusive when it appears in Facebook news feeds.

2. Social Commerce and Mobile are Inextricably Linked and will Continue to Meld Together Rapidly

This shouldn’t come as a surprise; more than half of all Facebook users regularly access the site from their phone and society has, in general, become more comfortable with making purchases from smartphones and tablets. Mobile purchasing places opportunity firmly in the hands of online retailers, who are seeing higher sales as customers “showroom,” the practice of testing a product in a store and then scanning mobile sites for a better price before purchasing.

While many retailers are seeing success with apps, this success is limited to loyal and repeat customers only. If social retailers expect to expand their base, investing in a solid mobile web experience is crucial to acquiring new customers and potential brand advocates in the future. Limiting barriers to purchase from mobile devices will ultimately lend itself to success for social retailers in the long-run.

It’s up to brands and agencies to crack the code. How can we connect consumers socially with their favorite products in a mutual beneficial way? For now, it looks like trial and error is the only option.

Community Manager Appreciation Day Data Recap #CMAD

In 2010 Jeremiah Owyang, Partner, Altimeter Group, started Community Manager Appreciation Day (#CMAD). As a Community Manager 3.0, this day is very much appreciated, but I’m certainly not the only one who felt this way.  Community Management is a growing profession and skill set. This growth is evident from LinkedIn, as they report a 46% year-on-year growth.  With that being said, it didn’t take long for #CMAD to go trending on Twitter, which makes Community Managers and marketers wonder – what does the data look like?

Jeremiah tweeted midday:

Our Community Manager (me) responded:

So, what does this mean for the Community Manager 3.0?

A few days earlier, Social@Ogilvy did a Tweet Chat with WOMMA about community management and influencers, and in just one hour, #WOMMAChat went trending in the United States. It accumulated more than 5.5 million impressions over 1,400 tweets.

For those looking to game the Twitter Trends algorithm, it seems a quick burst of organic tweets is the goal. For our #WOMMAChat, we went Trending in the United States at about 45 minutes into the chat with approximately 900 tweets containing the hash tag #WOMMAChat.

Here are three quick tips to add to Mashable’s 10 qualities of a Community Manager, before we dive into some more of the data behind #CMAD.

Tip #1: Although they say multitasking “is largely an illusion” and it can’t be done. The Community Manager 3.0 has to multitask; there is no choice. These managers have to create, observe, analyze, adapt, respond, and then create again. Some of these tasks happen simultaneously, while having to wear many hats.

Tip #2: Get to know analytics tools. This goes a bit beyond Google Analytics, which is great for monitoring websites. Tools like Radian6 or Sysomos provide a larger scope of the conversation on the Web.

Tip #3: It’s a Community Manager’s job to have a deep awareness of content strategy and the psychology of their audience.

Some data behind #CMAD

#CMAD on 1/28/13 received an estimated 72.9 million impressions from 15,450 Twitter mentions.

As we move further into Community Manager 3.0, we’ll see that the Community Manager is actually a business leader.  As John Bell, Global Managing Director, Social@Ogilvy, put it,

“We talk about the next generation of Community Managers (CM 3.0) having responsibility for Facebook ad spend. That is just one responsibility that is coming. But just that one elevates the role significantly, as the premium offerings in Facebook and Twitter are increasingly becoming a hybrid of art and science (see my thoughts on the CM pay scale). At the end of the day, these ad platforms are about delivering valuable content to more people. The CM 3.0, responsible for story content in social channels, will want to control that.”

Best Practices for Influencer Engagement

This post first appeared on WOMMA’s All Things WOMM blog

These are a few tips to help you build, manage, and nurture successful relationships. Working with influencers is like working with any other client or colleague; communication is key, set expectations clearly, and maintain flexibility.

1. Be Friendly

A large portion of the success of the influencer relationship relies mainly on the working relationship you develop with them throughout their experience.

2. Use the Phone

It’s important to stress this point. Phone is best to ensure clear communications and set expectations. Emails can be used for follow-ups, details, and quick notes.

3. Keep It Simple

Messaging and influencer programs can get clunky. If you’re confused or think it’s a stretch, so will your influencer. If the influencer is confused, then you cannot ensure the goals of the program to be carried out successfully. Thus, it is better to create a solid messaging concept from the beginning.

4. Understand What is a Good Value Exchange

There is an obligation to abide by WOMMA ethics. This can constrain financial payment or consultation. Remember, it is your responsibility to create an opportunity for influencers to get a real experience with the brand. Providing real engagement and offering an exchange of real value to the influencer will show respect of the influencer’s time and position.

5. Nurture the Relationship

Relationships evolve. Influencer participants can become spokespeople and brand ambassadors. When you have an established relationship, you can also work with the influencer on future programs and tap influencers if you need an immediate resource.

A Key Takeaway

Don’t forget that influencers are representing the brand. The individual relationship with the Influencer is so important, because ultimately, the influencer will associate their interactions with company employees and representatives as a reflection of the larger brand.

9 Tips For Building An Internal Social Media Team

Tip #1: Youth does not equal an understanding of brand management. The days of “just have the intern do it” when it comes to community management are long behind us. The community manager role is now part customer service, part brand custodian, part paid and owned media specialist, part storyteller. This takes experience. Choose a community manager who can live your brand and marry it to your business objectives as well as the overall marketing mix.

Tip #2: Measurement and analytics are no longer optional. You need to be able to report the results of your programs and an understanding of your fans/customers behaviors and how they are engaging with your company and brand to the C Suite. By including a social analyst on your team to do this, you can also prove the value of your own work and ultimately grow your social team. Make sure you invest in this role – and find talent with a true understanding of what analytics means to social (hint – this is a tough spot to recruit for, do it well).

Tip #3: Content is key on today’s visual web. Your social team needs to have an understanding of content and the different types of it – the “lightweight” content created by the Community Manager, higher-investment content (“heavyweight”) created by agencies and brand marketers and the service-oriented interactions managed by customer service. These types of content all have very different purposes and outcomes, and so your team must be able to manage internal and external partners in creating each type.

Tip #4: Use a Center of Excellence approach. The Social Media Center of Excellence (CoE) is a centralized program that provides resources, training, and strategy to a variety of business units that are deploying social media in order to reduce costs, increase efficiency, and provide standardization. This brings you the way in which you can scale social media internally. This is also the place for you to bring together bright minds from both company and agency alike, to focus on ongoing learning and best practices. The CoE can also be used effectively when looking at social across multiple regions, by again bringing in staff from overseas to train them on process and then sending them back to their region to share best practices there.

Tip #5: Ensure you have the right listening infrastructure in place. Social listening, more often than ever before, should be a shared function between different groups within the organization.

Customer care, innovations, HR and marketing/comms can all benefit from listening. They can be approached to pitch in on a Command Center type listening set up – a one location listening control room that brands such as Gatorade or Dell have used to great effect. By having a central resource and converting digital and social data into actionable insights that different business units can use, is at the heart of any world-class social media program.

Tip #6: Invest in training. In a fast-moving space, training is mandatory to ensure your team is up to speed on key trends, technologies and platforms in social. It is also vital to ensure they understand the latest techniques and methods. Industry bodies such as WOMMA now offer accreditation courses in areas such as compliance and community management. With transparency and accountability vital for any brand in social, your team must be trained to ensure they are being the true guardians of your brand.

Tip #7: Use your agency partners wisely. Agencies can bring you many things, from learnings and innovations, capacity, external perspective, content production, a wide range of experts that are not available in-house and more.

You should know your agency partners’ strengths and use them for exactly that – each one is different and you may need to draw on several to support your full range of social needs.

You also need to make sure they are properly supported so that they can be successful – achieve this by making sure they have accessible point person and manager internally as a guide to help them through processes and to obtain the information they need.

Tip #8: Think about different global staffing models. Put your social staff in the markets where the appetite is highest for social and it is being used by your customers and clients. This should mirror your existing marketing framework so they can be most effective – one solo social strategist in a market without any other support will not be successful.

This might be a centralized or decentralized model – again following your existing marketing infrastructure. Each company is different and so your social team make up will follow suit.

Tip #9: Look for hand raisers internally. Sometimes budgets will not allow for a large number of new hires in the social team all in one go (see #2).

Yet you may be overlooking gems already sitting on your doorstep in the form of passionate users of social media already working for you in a slightly different role. Look for socially powered staff, particularly in your PR or marcoms group, and see if you can shift them so they have a sole focus on social. These staff have additional value in that they already know the company, so the learning curve is less severe.

9 Tips For Building An Internal Social Media Team from Social@Ogilvy

Mobile + Social = Mocial

This post first appeared on WOMMA’s All Things WOMM blog

Mobile Drives Adoption of Social Media in 2012

If a company wants to connect at a faster pace with its customers in social forums, it should build a mobile engagement and content strategy to reach them at a faster clip.

In a recent study released by Nielsen, consumers now spend around 20% of their total time online using social networks via their personal computers and 30% of their time online visiting social networks on mobile. In addition, time spent on social media in the U.S. across both platforms grew 37% to reach 121 billion minutes in July 2012, up from 88 billion minutes in July 2011.

Mobile devices are aiding in growing these numbers, with consumers’ time spent using social media mobile apps and mobile websites accounting for 63% of the year-over-year growth. Forty-six percent of social media users say they use their smartphones to access social media, and 16% say they use social media on a tablet.

This makes the need for all social campaigns to think “mobile first” in order to capture this growing dynamic.

Here are three key takeaways for adopting Mocial:

  1. When thinking of social programs, think mobile first. More consumers are engaging at a more rapid rate on mobile devices than ever before.
  2. Time spent on social is synonymous with mobile. When people login, they are 30% more likely to be accessing through a smartphone or tablet than a PC
  3. Social TV is no longer a fad. Engaging on social networks while watching TV is a behavior picking up steam with just under 50% of tablet/smartphone owners.

#WOMMASummit 2012 Big Data Conclusions – Why Size Doesn’t Matter With Engagement; Content Does

WOMMA Summit has come and gone, but the insights are ongoing.

Social@Ogilvy and WOMMA have put together an all-inclusive WOMMA Summit Twitter Infographic (and blog post) detailing the action and conversation that surrounded the marketing conference of the year.

Below is the Infographic. We found four key takeaways (listed below). You can read about them in detail on WOMMA’s All Things WOMM blog.

1. Large followings does not always equal a lot of engagement.

2. Don’t be afraid of one-way conversations during live events. (Yes, we just said that.)

3. Leverage your brand assets – Brands that use their existing brand identity to connect with the audience can have a resounding effect.

4. Simple and quick advice for brands – Use hash tags.


Source: via Social@Ogilvy on Pinterest