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:
- 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!