Blog

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Ripple Fire

Heinken

Amica

I often compare social media to a bar or a restaurant. It's a social space, a space of conversation, a space of leisure, a place to relax and to have fun. If you come at me with a strong sales pitch while I'm having a drink, I will likely find you rude and try to get as far away as I can from you. You need to earn my trust first, you need to entertain me, you need to "soft sell," buy me a drink perhaps, and then I might (and note "might") be interested in hearing what you might have to sell. Of course, if you've done all the above, yeah sure I'll take your coupons, if we already have a trusting relationship.

With any social media strategy, it’s always an exciting challenge to identify a unique way to connect with your audience and inspire engagement. For many companies, the goal of social media is quite simple: to turn conversations into customers and to turn customers into loyal brand advocates who will, in turn, spread your company’s message.

Whether it’s delivering ad buys that are contextually relevant to specific fans, or the issues with content targeting for specific fans via news feed posts, all brands struggle with scale. Good thing for WOMMA fans, we got Chris Tuff, SVP, director of earned and emerging media at 22squared, and Julie Tullis, marketing communications manager at Southeast Toyota Distributors, speaking at WOMM-U May 20-22, where they will share their 10 sure-fire techniques for harnessing the power of data to stay ahead of the ever-changing Facebook curve.

Search Engine Optimization is a key element on LinkedIn; if I can’t find you, I can’t hire you. Your profile on LinkedIn should be a snapshot of your background—that’s why it’s called your LinkedIn profile, not LinkedIn novella. And it’s those keywords that’ll make you pop up in my search when I’m looking for someone with specific social skills. If you’re a master at community management or social crisis reputation manager and you don’t highlight that in your profile, you aren’t showing up in my results (or anyone else’s for that matter). Those keywords, that you want to be known for, should be organically scattered throughout your profile.

WOMM-U is less than two months away and it is time to start meeting your instructors. We start our WOMM-U speaker series with Marcy Massura, head of digital engagement at Weber Shandwick, who will be presenting her session on how a distinct brand voice leads to growth, engagement, and advocacy. Through examples and case studies of brands like M&Ms, Snickers (Mars), Lunchables (Kraft), Clear (Unilever) and others, Marcy will explore how those voices were created and what forces shaped them as their communities grew. Let’s take a closer look.

All of us working on the Sentiment Subcommittee of WOMMA’s Research and Measurement Council have been working on a research plan for the remainder of the year.  We’d like to share with you some of what we think will be the highlights. Our approach for sentiment is to produce smaller pieces of content. The social listening and monitoring space is so fast-moving that being agile is key. What’s interesting to WOMMA’s readership right now might not be such a hot topic in six months’ time and we need to be able to keep up with that and switch priorities accordingly.

Unruly has collaborated with Dr. Karen Nelson Field and the Ehrenberg-Bass Institute to discover the psychological responses that most inspire viewers to share. We determined over 25 emotional, cognitive, primal triggers, and sharing motivators that matter most to the advertising/entertainment industries. In a nutshell, the key to creating content viewers want to share is to hit at least one trigger with intensity (such as “hilarity” vs. “amusement”) and to make sure the video elicits at least one social motivation.

The Passover Seder uses food to reinforce story elements. When we talk about the ten plagues, we put one drop of red wine for each plague on our plate. If the story is important to a community, devising rituals that go along with it help a story become completely integrated into the community’s personality. Marrying a physical action that supports your story will help with that integration. Think of the associations, occasion, feel, and taste connected to placing a slice of lime in a bottle of Corona beer.

On May 20^th in Chicago, all marketing professionals looking to master their WOMM skills and advance their career will gather at the Radisson Blu Aqua Hotel Chicago to learn from some of the biggest and brightest brands and agencies like IBM, Discover, American Express, MLB, Rotary International, Walgreens, Discover, Social@Ogilvy, Weber Shandwick, 360i, and many more.