Blog

All Things WOMM
WOMMfest 2013: Listening and Loyalty with Fizz

WOMMfest 2013 featured keynote speakers in anchor cities included Grammy award winning country music star, Kristian Bush in Atlanta, acclaimed author C.C. Chapman in Seattle and cartoonist Hugh MacLeod in Chicago.

WOMMA provides an excellent recap of the event here.

My inspiration of the day came from Kristian Bush when he said: “market the conversation, not the fear.”

Kristian Bush

It’s the story and the conversation that drives his band Sugarland. Over the years, they’ve cultivated a strong layer of trust with fans by listening to their needs and producing authentic content. Kristian isn’t afraid to break the mold and advises brands to just be real and “paddle the wave.”

The tour, dubbed “In Your Hands,” provides a good example of how Kristian and his band Sugarland, practice what they preach. Allowing fans to pick a portion of the set lists for upcoming shows produced highly talk-worthy content. People just don’t expect that level of caring and access from superstars. It’s powerful because it’s surprising and catalyzes positive word of mouth.

Brands that are willing to take risks believe in the quality of their offering. A great example is State Farm’s initiative with IDEO called “Next Door.” This community-based service in Chicago offers “no pressure” financial coaching. The goal is to develop more meaningful connections with consumers by learning about their needs, fears, and recommendations. According to IDEO, “Next Door” is “built to listen.”

What I like about this is platform is that the focus is not on metrics. Instead, the goal is receiving invaluable feedback from customers, and developing rich bonds that will in turn, provide a greater chance of generating lasting loyalty.

Community Hang Out

My final takeaway: In today’s world of information overload, people expect intimate interactions with brands. With the examples cited above: relevant content, authenticity, and stepping outside the mold are fundamental WOM principles that catapult brands from being labeled “just another brand.”

This article was originally published on the Fizz blog.

Author:
Tracey Petty
Sr. Program Director
Fizz


This entry was posted on March 2nd, 2013
Tags: Kristian Bush, National Word Of Mouth Marketing Day, Wommfest, Word Of Mouth Marketing


Our Contributors

Theresa Trevor
Marketing Director, Amplifinity
Brad Fay
Chief Operating Officer, Keller Fay Group
Suzanne Fanning
President, WOMMA
Megan Conley
Social Publicist, 360i
Chelsea Hickey
Marketing Manager, WOMMA
Thomas Kim
Product Manager, Social Technologies, Rio SEO
Bill Chamberlin
Principal Research Analyst and Consultant, IBM
Rachel Ullstrom
Account Director, Social Technologies, Rio SEO
Monica Bhandarkar
VP, Social Media & Marketing, JSH&A
Amanda Nagele
Senior Account Supervisor, JSH&A
Sam Ford
Director of Audience Engagement, Peppercomm
Peter Storck
SVP Research & Analytics, House Party
Wendy Troupe
VP Social Business, Convertiv
Mike Moran
Mike Moran Group LLC
Brian Marks
Senior Manager, Social Strategy, Aramark
Robin Garrison
Social Media Marketing Specialist, Aramark Leisure
Beck Delude
Social Media Strategist, Flightpath
Dilara Casey
Senior Manager, Social, Resource
Stephen Candlemo
CEO/Co-Founder, Synapsify, Inc.
Carol Lee
Account Supervisor, Affect
Stephanie Bousquet
Marketing Manager, Flightpath
Lindsay McGettigan
Director of Marketing Strategy & Insights, r2i
Oracle Social
Oracle
Cliff Medney
Chief Creative Strategist, Flightpath
Kate Newman
Account Executive, Social@Ogilvy