Conversational Media Marketing

I finished reading Groundswell last night, the book co-authored by Forrester analyst Josh Bernoff and former analyst Charlene Li. I have to say it's one of the most important books on the subject of social media that I've read this year.

Research - The opinions shared, suggestions made and advice given are based on solid research. What else would you expect from Forrester, right? Everything is well-documented and appended.

Case studies - Charlene and Josh support the research with real world examples showing how organizations both in the for-profit and non-profit sectors are using the tools of social media to accomplish marketing and business communication purposes. They showcase larger organizations like Dell, Best Buy and M. D. Anderson Cancer Center, but do include a few references to small business.

Writing - The book is very well-written. Again, you'd expect no less from Forrester analysts.

My friend and WOM guru Andy Sernovitz is hosting a small-group word of mouth marketing seminar. Usually he only does private training for companies at a very large price, so this is a rare chance for 50 people to get the best introduction to word of mouth that there is.

If you'd like to attend, Andy is offering CMM readers a $250 discount. Use code "weloveconversationalmedia" when you register. (You do "love" CMM don't you?)

This is a very practical, hands-on course. At this one day seminar you will:

• Master the five steps of word of mouth marketing
• Construct an action plan that your company can start using the very next day
• Get the same training that big corporations (Microsoft, TiVo, eBay) have received -- for a fraction of what they paid
• Know how to translate word of mouth marketing into real ROI
• Participate in an active, intense day of practical brainstorming (not boring theory)
• Learn from Andy Sernovitz, the guy who literally wrote the book on word of mouth marketing

Andy promises you will learn a repeatable, proven marketing framework that is easy to execute, affordable, and provides measurable results within 60 days.

More information: http://events.gaspedal.com

Chicago: July 30 and September 4

Pass it on: http://events.gaspedal.com/banners

Something my boss said recently in regard to a weekly Internet radio show we started for Bizzuka got me thinking. "What you're doing (in terms of the show) will not just help us create greater awareness among prospects, but among those considering coming to work for us," he said.

It caused me to realize that marketing, especially social media marketing, is not just about building a prospect list. Sometimes, whether intentional or not, it's also about attracting quality talent and/or wealthy investors.

Imagine, for a moment, a world without the Geico gecko or the Mac vs. Microsoft guys. A world where advertising no longer exists, at least not as we now know it. Can you? Neither can I, but a post from Mediapost blogger Dave Morgan got me thinking about it.

"Is the age of the brand slogan and advertising ending, about to be displaced by the 'age of authenticity' and conversational marketing?," Morgan asks.

Morgan, himself, suggests that notion is extreme and I have to agree. Yet, in an age of conversational media and the fact that most people trust "other people like me," branding as we've typically conceived it has changed.

The strength of a brand is now commensurate with the amount of conversation about it. As Morgan puts it, "[B]rands now live and die by how they perform for their customers, because the Internet permits those customers service stories to be amplified and shared. The power of those experiences is already starting to eclipse anything that marketers can do with advertising."

To that I reply, "Yippee!"

Firefox is going for a Guinness World Record for the most downloads of their upcoming Firefox 3 browser within a 24 hour period, a campaign they're calling Download Day 2008.

While I'm not sure exactly when that is (there doesn't seem to be a date certain listed on the site; correct me if I'm wrong), I think the idea qualifies as great word of mouth marketing for a number of reasons.

It's always nice when a serendipity comes one's way, and such happened today when I was informed my trouble with Facebook groups post was included in the WOMMA blog. It's very much appreciated.

Ben McConnell and Jackie Huba, authors of Creating Customer Evangelists and Citizen Marketers, have just started a new social network, The Society of Word of Mouth (SWOM) and membership is open to anyone who wants to join apparently.

Here's the purpose statement:

SWOM members understand that real word of mouth doesn't come from a viral video. It comes from a grassroots-driven community that inspires passion and customer evangelism.

SWOM's purpose, then, is two-fold: to be a social network for the true believers of word of mouth, and to be an educational resource for making word of mouth fundamental to the DNA of any organization. We'll soon introduce webinars, educational materials and training opportunities. Plus, we'll have in-person events. Fun events!

UPDATE: I found this interesting. A search of "social media marketing association" returns one result, this post. I find it hard to believe no one is talking about this topic. Maybe they are, but using different terminology. Still, strikes me as odd.

Word of mouth marketing has its association, WOMMA. Search engine marketers have their association, SEMPO. Direct marketers have theirs, and so on. Now that social media marketing has come into its own, should there be an industry association to represent it? I think so.

Call it SOMMA (Social Media Marketing Association) or COMMA (Conversational Media Marketing Association...which, of course, would be my preference), I believe for the sake of industry growth and maturity, some form of association is called for.

The Word of Mouth Marketing Association is holding its annual WOMMA University, a two-day event designed to help educate marketers about how to carry out WOM marketing campaigns... and, they're looking for faculty members.

So, if you're an expert on business blogging, social media guru or WOMM savant, here's your chance to strut your stuff! Plus, the event is being held in Miami in May, so it can't get much better than that so far as location is concerned. (Unless you consider the upcoming Aloha Summit being held in Hawaii.)

And, yes, I've already sent in my application.