I recently attended the annual SummitUp social media conference in Dayton, Ohio. This was my second year attending this conference. Once again I left feeling jazzed and excited about social media, all the new things I learned, and the interesting people I met. Oh, and did I mention that practically everyone was tweeting about #SummitUp the entire time?!!
The all-day event, held at Sinclair Community College in Dayton, Ohio, featured an incredible lineup of marketing, sales, and social media experts who shared their knowledge and expertise about everything from the latest trends in social media, to creating and leveraging online communities to increase business. As much as I wanted to, it was impossible to attend all of the breakout sessions, but I’d like to share some of the takeaways from the speakers and the some of the sessions I attended.
John Moore – Creating a Talkable Brand
Listening to John talk about WOM (word-of-mouth) was reminiscent of the research I did for my social media capstone paper in grad school last year. A “talkable brand” is one that generates a buzz among consumers. Word of mouth is the act of people passing along information to other people. Word of mouth marketing is an act of giving consumers a reason to talk about products and services. Some of the facts he shared:
– WOM is the primary factor behind 20-50% of all purchase decisions.
– 76% of consumers believe companies are untruthful in their advertising.
– The typical American mentions specific brand names 60x per week in online and offline conversations.
– 78% of global consumers say they trust recommendations from other consumers (friends, peers, family, etc.)
– The fruit of an evangelical customer is a new customer.
Companies like Whole Foods and Zappos are doing it right, John explained, because they’ve created great experiences for their customers, resulting in talkable brands. They also talk to their customers.
4 tips for creating WOM buzz
- Be unique. You don’t have to be the best, just stand out.
- Be obvious. The more obvious you are, the more original you appear. A company’s personality is the best form of advertising.
- Be affected. Respond to your customers. Social media allows small companies to look big, and big companies to look small. Only 38% of companies are using Twitter to respond to consumers’ tweets about them.
- Spend time and money gaining confidence in your business before sparking WOM.
And finally….did you know that 27% of consumers would pay 15% or more to receive a superior customer experience? The biggest takeaway here is that you don’t need to have a huge marketing budget to attract customers. Give your customers a great, unique experience, and they will do the “advertising” for you.
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