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And  s&ll  others  simply  say  it’s  Facebook  –  which  is  actually  not  that  far  off  since  FB  comprises  75%  of  all  &me  spent  on  social  media.    No  maBer  how  you  define  it,  it’s  important  to  not  focus  on  the  tools  or  technology,  but  rather  the  rela&onships  and  experiences  that  are  completely  redefined  by  them.  

 

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Connect  with  one  another  Take  charge  of  their  own  experiences  And  get  what  they  need  from  each  other  

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Blogs  

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Wikis  

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Podcasts  

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Media  Sharing  

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Consumers  who  rate  products  

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Buy  and  sell  from  each  other  

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Write  their  own  news  

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And  find  their  own  deals  

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And  I  would  add:  it’s  fueled  by  mobile  technologies  –  suddenly  everyone  has  the  Internet  with  them  wherever  they  go,  whenever  they  meet  someone,  and  whatever  they  experience.  

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Pinterest  Blogging  

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It  offers  a  revolu&onary  means  for  connec&ng  with  customers,  sales  prospects,  media,  partners,  co-­‐workers  and  recruits;  for  managing  brand  reputa&on  and  influencing  public  percep&ons;  for  compe&ng  with  the  “big  guns”  and  establishing  thought  leadership;  for  augmen&ng  tradi&onal  marke&ng  campaigns;  and  for  search  engine  op&miza&on.  

 The  groundswell  has  changed  the  balance  of  power  –  from  banks,  stores,  media  outlets  to  individuals  

Companies  have  direct  channels  to  tell  their  stories  (GM’s  vice  chairman  of  product  development)  

 

digg.com – site acquired by news.me after a couple years of declining traffic (reddit.com is now considered “the front page of the internet”)encryption code to prevent HD DVD copying had been broken and then posted to digg, story was voted up, pissed off the movie industry, sent a cease and desist letter, digg takes down to prevent a crippling lawsuit, bloggers re-posted the code and these got voted up in digg (whack-a-mole), then digg bowed to the crowd (which was also posted and voted up), case in point: by asking that the story be taken down, the movie industry reps ensured it would never be taken down “Streisand Effect” – photographs of the entire CA coastline, BS asked for ones of her house to be taken down, re-ported like crazy (BS Effect – when attempts to remove Internet content cause it to spread broadly instead). Comcast – technician was filmed fallen asleep on a customer’s couch, posted to YouTube, top result for “comcast” search on Youtube. Notorious for terrible customer service. Then, @comcastcares was started by an employee. Snakes on a Plane – before the release, the fans had taken over (websites, t-shirt designs); movie line for SL Jackson; changed the movie to R YouTube – unique in its approach to copyright infringement (click on the YouTube video for the TED video)

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B  to  C  B  to  B  WOM  –  CtoC  (been  around  LONG  before  social  media)  About  consumers  talking  –  not  marketers  (game  of  telephone)  

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More  visibility  (verbal  offline  and  behind-­‐the-­‐scenes  to  visual  online)  Track  and  measure  

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Organic  –  WOM  occurs  naturally  Amplified  –  WOM  started  by  an  inten&onal  campaign    Organic  is  best,  but  some&mes  WOM  needs  a  push    Excep&onal  customer  service:  Zappos  –  return  policy  Chase  –  talk  to  a  live  person  Nordstrom  –  return  policy  Enterprise  Rent-­‐a-­‐Car  –  slogan    Focus  on  making  customers  happy    

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The  four  rules  of  WOMM    1.  Nobody  talks  about  boring  companies/products/ads    Graeters  –  raspberry  chocolate  chip  Apple  –  colorful  computers    and  white  earbuds  (not  so_ware  or  opera&ng  systems)    

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“They  have  chocolate  cream  cheese”  Taste  of  Belgium  –  “they  have  chicken  and  waffle”  “They  give  you  ______  while  you  wait  –  for  your  car,  for  a  table,  etc.”  “Stupid  name,  but  it  sure  does  work.”  Coors  Light  blue  mountain    Special  announcement  on  website/brochure  –  put  it  in  mo&on  with  email  or  social  media  

 

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Target  –  stylish  stuff,  decent  prices,  clean  stores,  fun  actude    Bri&sh  Airways  If  you  get  that  sinking  feeling  when  a  young  child  sits  near  you  on  a  long  flight,  you're  not  alone.  And  while  every  airline  knows  it,  Bri&sh  Airways  is  one  of  the  few  to  proac&vely  do  something  about  it.  Through  their  "Feed  Families  First"  policy,  they  make  sure  kids  get  their  meals  early.  This  keeps  the  kids  happy  and  content  -­‐-­‐  and  that  means  a  more  peaceful  and  comfortable  cabin  for  everyone.    

 The  lesson:  What  are  the  most  common  complaints  your  customers  have?  What  simple  changes  could  you  try  to  make  things  beBer?    

 

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Southwest  Airlines  –  treats  customers  well,  few  hassles,  great  actude,  treats  employees  well  (people  sent  them  cash  a_er  9/11  –  that’s  how  well  they’re  liked)  

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The  three  reasons  people  talk  about  you    1.  You  “I’ve  got  a  Weber  grille”  to  “Check  this  out.  My  new  grill  has  a  Pork-­‐a-­‐licious  thingamabob”  Dealership  –  haircut  idea    Sharpie  Markers  –  sharpie  squad  White  Castle  on  Vday    The  day-­‐to-­‐day  existence  of  your  products  doesn’t  give  someone  reason  to  talk  about  it  –  be  crea&ve  with  how  you  present  

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