Viva WOMMA (The Quick Hits)

Posted on November 30th, 2010 by Geno and currently 4 commenting.

If you missed this year’s WOMMA Summit in Las Vegas you missed a good one, in fact maybe the best WOMMA event so far.

Kudos to the WOMMA staff and Board for putting on a solid and well organized event.

So what was so special about the experience? I’ll hit the highlights for me, and I’ll share a wonderful visual from Paula Hansen of my presentation. Thanks Paula fro making me look good.

Josh Bernoff – Forrester Research
Empowered: Unleashing Employees and Energizing Customers to Transform your Business

Social broadcasters are the most influential bloggers. However, these celebrity bloggers may not be the best way to reach consumers.  Josh cited an Interactive Online Study, U.S. adults were asked how much they trusted information sources such as social networking sites and blogs:

• Social networking site profile from someone you don’t know (5%)
• Blog writing by someone you don’t know (7%)
• Social Networking site profile from someone you know (39%)
• Blog written by someone you know (42%)

There is a big difference in trust between mass and potential influencers. We need to focus on mass and potential influencers because customers trust their friends more than the famous blogger.

500 billion impressions coming from social networking
• 62% of the impressions are coming from Facebook
18% from My Space
10% from Twitter
Influence posts: 32% coming from ratings/reviews, 29% discussion forums, 
24% blog comments, 16% blogs.

More nuggets to think about
• 2 million African-Americans account for 80% of the African-American online influence
• African-American Mass Influencers are more male, younger, highly likely to use mobile Web
• African-Americans share more in MySpace compared
 to the overall population (28%)

The traditional way to capture consumers is no longer enough, awareness, consideration, preference, and purchase. We need to support and empower customers. Once we empower customers, they will become fans of our brands and potential influencers who will spread the word about our product.

Brad Fay – Keller Fay
Graene Hutton – Universal McCann
Amplifying Travel-Related Word of Mouth

• Americans are less likely to be travel influencers than Britians and Austrailians
• 67% of travel word of mouth happens face to face
• 2/3 of all comments are positive
• Provide reminders and reasons for your customers to talk (strategic surprise, leverage media, foster engagement)
• Memory triggers are effective. (example: foster sharing on channels such as facebook, and flickr)

Paul Ollinger – Facebook
Facebook Identity Driven Web

• Louder is not always better
• Facebook focuses on the WHO
• Index your brand on the WHO Web
• We now share our real identities online
• The web is about people
• Marketing is about people
• Conversation at scale is possible
• Build authentic networks (we care about or brand experiences)
• Develop long-term relationships

Davia Nelson & Nikki Silva – The Kitchen Sisters
The art of Storytelling

• The universe is made of stories not atoms
• Give the story a face (widen your gaze around your company to look for the person who can fill the role)
• Tell the backstory (have a great company history? share it)
• Funny is good, but heart is better (show the passionate side of your story)
• A recipe is a story with a meal at the end

I would also recommend you check out Carin Galleta’s great post Ten Tips from the Kitchen Sisters.

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