Last week, I attended my first Word of Mouth Marketing Association Summit (WOMMA). It was a great experience full of amazing insights that truly gathered some of the best and brightest in the business…and it was in Las Vegas.
It’s ironic when you think that a word-of-mouth marketing conference would take place in a city that has long used secrecy as a campaign slogan. “What happens in Vegas…”you know the rest. And I’m sure that some should probably live by that rule. But key concepts and ideas discussed at this year’s WOMMA should definitely not stay secret. So here are a few of my takeaways:
- Measurement is still a hard thing to quantify. Ask anyone who works in social media what one of their largest challenges is, and inevitably, you will have them list measurement, ROI, or proving the value of their efforts. This is a problem that has not disappeared, but one that, according to many in the field, we are getting closer to figuring out. Josh Bernoff of Forrester, and author of the new book Empowered, addressed this issue in his keynote speech by introducing the “ROI of Word of Mouth Pyramid.” Bernoff identifies three levels to this pyramid:
- First, is the measurement of activity or items, such as interactions, fans, twitter followers, etc.
- Second, is comparisons, slightly more advanced than straight reporting, as this involves taking those numbers and comparing them to other efforts.
- Third, is the pinnacle, and the point where all efforts converge is the final measurement of value. This includes emphasis on comparing one activity to the other and a deeper look at what value these interactions have to the overall marketing objectives.
In addition to Bernoff’s keynote, a number of sessions featuring some high profile brands (ESPN, Coca Cola, etc.) also addressed the topic of ROI and measurement.
- One-on-one conversations are hard to scale. One of the last panel discussions, moderated by Jeremiah Owyang, a leading researcher and analyst with The Altimeter Group, discussed the importance of brand ambassador and advocate programs. Owyang explained that it is impossible for any company to scale individual conversations with customers, but programs that are designed to utilize brand advocates and ambassadors can prove to be very valuable.
- Engage in dialogue with your fans. This last piece of advice seems like a no-brainer but was still a very popular discussion. Complete panels were devoted to delivering the best customer service via social media and the resulting wins for the brand. A panel from Ben and Jerry mentioned they saw a huge uptick when, instead of telling their followers where they were going to be, they asked them where they wanted them to go.
So what is the number one thing that I took away from the summit? I think it’s this: As much as technology can change and move from platform to platform, there are still going to be some golden rules to live by in social and word-of-mouth platforms. Keep in mind the three items listed above, and make sure that everything you do provides some sort of value to your community. Do this and you will have a huge leg up on your competition.