Word’s of Wisdom from WOMMA

Posted by: in location-based marketing, Social Media Insights & Trends on May 10, 2011

Yesterday and today I had the pleasure of attending and speaking at the Word of Mouth Marketing Association’s (WOMMA) School of WOM event in Chicago. Attended by over 300 brands, agencies and technology providers, the event provides a forum for meaningful discussions about topics such as:

Notes from my location based marketing for business session by friend, @bryanjones

  • Creating raving fans through mobile marketing
  • Managing a global social platform
  • Developing a compliant social media policy

And one of my favorites…

  • Bringing sexy back to offline marketing through customer touch points (brought to us by the smart and alsways entertaining, John Moore and Geno Church).

What is great about the event is that it brings together a lot of smart people who live in the intersection of PR, marketing, social media and digital. Even better, many of the attendees have been living in this space for several years so the level of understanding of the space is much higher than at most conferences where the attendees are either all over the map or are uber-advanced in one of those four areas but not necessarily in more than any one area.

As I mentioned, I was lucky enough to speak at WOMMA’s School of WOM event. The presentation I did with my co-author, Mike Schneider has been uploaded on Mike’s Slideshare account. For the quick version of what we talked about, friend, Bryan Jones, took some great visual notes (pictured to the right). The focus of our panel was building a location based marketing program. I’ve embedded the presentation that we have uploaded to Slideshare below. At the highest level, we touched upon what location based marketing is (and isn’t), the players in the space, our five golden rules and a few case studies from some large brands that have put some significant tests out into the marketplace.

While I didn’t get a chance to get to every session, I was able to get to a few other sessions including one my colleague, Greg Matthews, moderated titled, Social Media in a Regulated World – What Matters. Joining Greg on the panel were Marc Monseau of Johnson & Johnson and Matt Boyd of EMD Serono. Two of my favorite take aways from the session focused on the concept of educating the legal and compliance team at your company to streamline the approval process. The other was the brilliant idea to drag one of the lead attorneys to BlogWorld Expo to show to teach them more about social media and get the attorney to meet some of the folks working in the space. Oh, I would also be remiss if I didn’t mention the fact that Greg is a damn fine moderator.

One of the other sessions that I enjoyed was the one I mentioned earlier conducted by Geno Church of Brains on Fire and author, John Moore. Not only was their presentation well-designed but it shared tons of useful information about the power of offline word of mouth marketing. Two facts really jumped out at me that are worth repeating. The first is that 93% of all sales still occur offline so it’s important not to lose site of the fact that offline matters — A LOT! The second is that every touchpoint is an opportunity to influence your customers. This is something Mike and I talk about in our Location Based Marketing for Dummies book as we strongly encourage marketers to use offline to drive to engagement online.

If you’d like to get a little bit more of a sense of the conference, you should definitely check out the tweet stream that is hashtagged with #WOMMA. More importantly, if you didn’t get a chance to go to this event, you sure as heck should look into attending the next one.

Thank you team WOMMA (especially Kristin Horstman) for a fabulous and informative experience!

By: Aaron Strout

Aaron is the President of WCG, one of the three agencies under the W2O Group umbrella. He is a regular contributor to Marketing Land and a co-host of video podcast, Live from Stubbs.

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3 Responses

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  1. Thanks Aaron… for the shout out in your recap.

    Loved you guys session btw… killer stuff. I’m getting the book.

  2. Thanks for the mention Aaron. I checked out your session on Mobile Marketing and found it to be very helpful and practical. You and Mike shared smart tips and real examples of how businesses are using mobile to connect with customers and drive sales. Nice work.

    That 93% of all retail sales in America occurring OFFLINE is fascinating. Yes, it includes restaurant sales, gas sales, car sales, and other big ticket offline sales. The split for some product categories like electronics and books can be closer to 80/20. But the point remains; marketing activities in the offline world are still VITAL in today’s seemingly all digital world because it’s where the vast majority of sales still happen. As Geno and I ranted about … every customer touchpoint in the offline world is a potential talking point to spark word of mouth from customers to other customers. Thanks for mentioning our talk.

  3. Geno – my pleasure. You and John were awesome. Regarding the book, I would love to send you a signed copy when it’s published (should be 7/28).

    John – I really appreciated your stopping by. And thanks for the kudos. Mike and I work hard to keep it real. As for the detail on the “93%” stat, still blows me away.

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