4. And
s&ll
others
simply
say
it’s
Facebook
–
which
is
actually
not
that
far
off
since
FB
comprises
75%
of
all
&me
spent
on
social
media.
No
maBer
how
you
define
it,
it’s
important
to
not
focus
on
the
tools
or
technology,
but
rather
the
rela&onships
and
experiences
that
are
completely
redefined
by
them.
4
16. And
I
would
add:
it’s
fueled
by
mobile
technologies
–
suddenly
everyone
has
the
Internet
with
them
wherever
they
go,
whenever
they
meet
someone,
and
whatever
they
experience.
16
19. It
offers
a
revolu&onary
means
for
connec&ng
with
customers,
sales
prospects,
media,
partners,
co-‐workers
and
recruits;
for
managing
brand
reputa&on
and
influencing
public
percep&ons;
for
compe&ng
with
the
big
guns
and
establishing
thought
leadership;
for
augmen&ng
tradi&onal
marke&ng
campaigns;
and
for
search
engine
op&miza&on.
The
groundswell
has
changed
the
balance
of
power
–
from
banks,
stores,
media
outlets
to
individuals
Companies
have
direct
channels
to
tell
their
stories
(GM’s
vice
chairman
of
product
development)
20.
21. digg.com – site acquired by news.me after a couple years of declining traffic
(reddit.com is now considered “the front page of the internet”)encryption code
to prevent HD DVD copying had been broken and then posted to digg, story
was voted up, pissed off the movie industry, sent a cease and desist letter,
digg takes down to prevent a crippling lawsuit, bloggers re-posted the code
and these got voted up in digg (whack-a-mole), then digg bowed to the crowd
(which was also posted and voted up), case in point: by asking that the story
be taken down, the movie industry reps ensured it would never be taken down
“Streisand Effect” – photographs of the entire CA coastline, BS asked for
ones of her house to be taken down, re-ported like crazy (BS Effect – when
attempts to remove Internet content cause it to spread broadly instead).
Comcast – technician was filmed fallen asleep on a customer’s couch, posted
to YouTube, top result for “comcast” search on Youtube. Notorious for terrible
customer service. Then, @comcastcares was started by an employee.
Snakes on a Plane – before the release, the fans had taken over (websites, t-
shirt designs); movie line for SL Jackson; changed the movie to R
YouTube – unique in its approach to copyright infringement (click on the
YouTube video for the TED video)
23. B
to
C
B
to
B
WOM
–
CtoC
(been
around
LONG
before
social
media)
About
consumers
talking
–
not
marketers
(game
of
telephone)
23
24. More
visibility
(verbal
offline
and
behind-‐the-‐scenes
to
visual
online)
Track
and
measure
24
25. Organic
–
WOM
occurs
naturally
Amplified
–
WOM
started
by
an
inten&onal
campaign
Organic
is
best,
but
some&mes
WOM
needs
a
push
Excep&onal
customer
service:
Zappos
–
return
policy
Chase
–
talk
to
a
live
person
Nordstrom
–
return
policy
Enterprise
Rent-‐a-‐Car
–
slogan
Focus
on
making
customers
happy
25
26. The
four
rules
of
WOMM
1.
Nobody
talks
about
boring
companies/products/ads
Graeters
–
raspberry
chocolate
chip
Apple
–
colorful
computers
and
white
earbuds
(not
so_ware
or
opera&ng
systems)
26
27. “They
have
chocolate
cream
cheese”
Taste
of
Belgium
–
“they
have
chicken
and
waffle”
“They
give
you
______
while
you
wait
–
for
your
car,
for
a
table,
etc.”
“Stupid
name,
but
it
sure
does
work.”
Coors
Light
blue
mountain
Special
announcement
on
website/brochure
–
put
it
in
mo&on
with
email
or
social
media
27
28. Target
–
stylish
stuff,
decent
prices,
clean
stores,
fun
actude
Bri&sh
Airways
If
you
get
that
sinking
feeling
when
a
young
child
sits
near
you
on
a
long
flight,
you're
not
alone.
And
while
every
airline
knows
it,
Bri&sh
Airways
is
one
of
the
few
to
proac&vely
do
something
about
it.
Through
their
"Feed
Families
First"
policy,
they
make
sure
kids
get
their
meals
early.
This
keeps
the
kids
happy
and
content
-‐-‐
and
that
means
a
more
peaceful
and
comfortable
cabin
for
everyone.
The
lesson:
What
are
the
most
common
complaints
your
customers
have?
What
simple
changes
could
you
try
to
make
things
beBer?
28
29. Southwest
Airlines
–
treats
customers
well,
few
hassles,
great
actude,
treats
employees
well
(people
sent
them
cash
a_er
9/11
–
that’s
how
well
they’re
liked)
29
30. The
three
reasons
people
talk
about
you
1. You
“I’ve
got
a
Weber
grille”
to
“Check
this
out.
My
new
grill
has
a
Pork-‐a-‐licious
thingamabob”
Dealership
–
haircut
idea
Sharpie
Markers
–
sharpie
squad
White
Castle
on
Vday
The
day-‐to-‐day
existence
of
your
products
doesn’t
give
someone
reason
to
talk
about
it
–
be
crea&ve
with
how
you
present
30
