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Archive | December, 2007

Event marketers show how to get great word of mouth

Here are a few videos interviews with smart folks I met at the Corporate Event Marketers Association conference: Matt Hill and Candy Adams, “The Booth Mom” talking about how to do a great trade show booth that gets people talking. Watch the video: Toni Palmieri of Pinnacle Exhibits shows how to get attention and tastefully […]

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Did you ever have control?

From the mailbag: Question (edited):  I teach Marketing for the Performing Arts. Last night we did a WOM 101 session on material from your book and notes from the conference.  One student was concerned that if arts marketers give up control of the message, how might that impact an organization’s branding?  Have you seen instances […]

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Notes on the History of Social Network Analysis

For you word of mouth / viral methodology geeks.  Let’s remember that we may think this is a new field, but it’s been studied for decades.  For more academic/historical perspectives, I also recommend Linked by Albert-Laszlo Barabasi.  Compliments of my Northwestern colleague Tom Collinger, Integrated Marketing Communications Chair, Associate Dean, Medill.  ———  11 April 1996. […]

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How to get more word of mouth for a white paper

Make it a word document instead of a PDF. PDFs can’t be quoted on a blog or pasted into an email. If the purpose of a white paper is to get exposure to new customers — do everything you can to make it easy to share. 

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Ali G: Yes, that’s me

Yes, I was on the Ali G show.  People ask the story all the time (almost every day), so here it is.   I get a call from a producer for the BBC. They said that they were doing a documentary about an entrepreneur.  They wanted to know if I would watch his pitch (on […]

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Microsoft bloggers talk about WOM

Specifically, the question about how blogging and word of mouth improve customer service. Watch the video:

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How to measure new business from word of mouth

Here’s a quick trick to make sure you’re accurately understanding where your customers come from. On your order forms or contact forms, you should be asking "Where did you hear about us?"  But most companies mix up a bunch of things that muddy the picture. Make sure word of mouth is an option  Use consistent […]

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Pecha Kucha

I had a blast at the Chicago Pecka Kucha event. What is it?  An evening of presentations by artists, designers, etc. in a very specific format: Each speaker gets exactly 20 slides, which display for exactly 20 seconds.  The slides move ahead automatically.  The presentations are very short (6 min, 40 sec), very visual (20 […]

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Rick Murray on the future of word of mouth

Edelman’s WOM guru Rick Murray shares where he thinks word of mouth is going: 1. Global growth will continue 2. Social network phenomenon will expand 3. Explosion in the use of video (like this) 4. More use of mobile technology   Watch the video:

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